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Applying Social Marketing Principles to Newborn Hearing Screening

Explore the process of influencing behavior through marketing principles for the purpose of societal benefit, specifically in the context of newborn hearing screening. This presentation will discuss strategies such as audience segmentation, social learning theory, and the marketing mix.

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Applying Social Marketing Principles to Newborn Hearing Screening

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  1. Applying Social Marketing Principles to Newborn Hearing ScreeningLynda Bardfield van OverAIR Health Washington, DC

  2. Faculty Disclosure Information In the past 12 months, I have not had a significant financial interest or other relationship with the manufacturer(s) of the product(s) or provider(s) of the service(s) that will be discussed in my presentation.This presentation will (not) include discussion of pharmaceuticals or devices that have not been approved by the FDA or if you will be discussing unapproved or “off-label” uses of pharmaceuticals or devices.

  3. Information alone doesn’t change behavior.

  4. Process of influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit, rather than commercial profit. —W. Smith Social Marketing

  5. “Selling” Behavior Change • Consumer Orientation • Audience Segmentation • Exchange Theory • Marketing Mix

  6. CONSUMER ORIENTATION Who Must Act To Solve Problem?

  7. Target Audience • Primary—People you want to do something new or different • Secondary—People who influence them (facilitate or impede)

  8. INFLUENCERS Who (do they talk to about health) (influences their actions) (provides info, products, services)?

  9. Who is the Audience?

  10. Consumer Based Health Communication

  11. “Good communication appeals to the audience in an intelligent manner, as an equal, opting for the highest common denominator rather than the lowest. The approach is more participatory. People are asked to complete the circle and are rewarded for it. This creates a depth of understanding and memorability you can’t get any other way.” — Jeff Goodby Chief Creative Officer Goodby Silverstein & Partners

  12. What Can Behavioral Theory Do? • Increase risk perception • Instill confidence • Popularize behavior

  13. Social Learning Theory “Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do. Fortunately most human behavior is learned observationally through modeling.” —Bandura

  14. Patient-Provider Dialogue

  15. AUDIENCE SEGMENTATION When one size won’t fit all

  16. All Women of Reproductive Age • How old are they? • How do I reach them? • What’s important to them?

  17. Pre-contemplators

  18. Contemplators

  19. Identify Potential Segments VARIABLES • Responsiveness—Readiness to change? • Size & Impact—Who would benefit most? • Risk (Perceived & Real)—Who feels vulnerable? • Accessibility—Who is easiest to reach? Where?

  20. What do they have in common? STAGE OF BEHAVIOR(Behavioral Determinant) POTENTIAL AUDIENCE GEOGRAPHICDIFFERENCE DEMOGRAPHIC DIFFERENCE SOCIOCULTURALDIFFERENCE PSYCHOGRAPHICDIFFERENCE Women of reproductive age Readiness,Attitudes, User/Non-User Urban, Rural,Suburban,Red/Blue State Age, Gender, Marital Status, Education, Income,Occupation Language, Religion Humanitarian, Fatalistic, Born-again, Risk-taker, High Self-esteem(VALS–p. 132) Segmentation Variables

  21. PrizmBirds of a Feather • “Geodemographics” • 62 neighborhood ‘clusters’ • Media Habits, Lifestyles • Gray Collars, Bohemian Mix, Shotguns & Pickups

  22. EXCHANGE THEORY Benefit of adopting new behavior outweighs cost

  23. “Costs” • Monetary—$$$ for condoms, immunization, life jacket • Not—time, effort, energy, embarrassment, fear, pain • Exit—hardships abandoning current behavior • Entry—sacrifices adopting new behavior

  24. YOU GIVE MEYOU GET $1.00 A Pepsi Thirst quencherGood tasteFunYouthful feelingGirl/boyfriend Exchange

  25. YOU GIVE MEYOU GET $.75 A Condom Protection (Pregnancy/STD) Peace of Mind Sense of Control Hope for Future Exchange

  26. “I want my audience to see ____________ as __________________ and as more important and beneficial than _________________.”

  27. Benefit • Immediate—Peace of mind, peer approval, fitting into the prom dress, increased energy, praise • Long-term—Prevention of chronic disease, longevity, world peace

  28. THE MARKETING MIX The 4 P’s

  29. 4 P’s • Product • Price • Place • Promotion

  30. The 4 P’s • Product: Design product, service, or behavior • Price: Manage costs • Place: Make available/accessible • Promotion: Create messages/concepts Select channels

  31. Questions?

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