Dr. PRACHETH R
Outline
 Definition
 History
 Objectives
 Principles and techniques
 Step-wise approach
 Limitations
 Difference : commercial marketing
 Conclusion
Introduction
 Motivating people to voluntarily adopt beneficial
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behaviour over potentially harmful.
Design, implementation, control of programmes.
Systematic application-marketing principles
Promote merit goods, avoid demerit goods
Acceptance and willingness- particular behaviour
Contd….
 New vaccine to be successful
 Developed
 Social marketing used
 Create acceptance of need- physicians, public
 Used by target groups
History
 G.D. Wiebe- Winter 1951- Public Opinion Quarterly
 1960-WHO, World Bank
 Social Marketing: An Approach to Planned Social
Change- Journal of Marketing-Philip Kotler, Gerald
Zaltman
 Product planning, pricing, communication,
distribution, marketing research
Contd…
 Craig Lefebvre, June Flora- social marketing to public
health community 1988
 Large scale , broad based , behaviour change focused
programmes- improve public health
 1989- Kotler and Need Roberto in writing –
“ Social
change campaigns”
 Social change:
 Effort 1 group- persuade- accept, modify, abandonideas, attitudes, practices.
Contd…
 Late 80s came into practice
 Australia : Victoria Cancer Council : Anti-tobacco
campaign “ Quit “
 Sun-smart : skin cancer.
 2005, University of Stirling- research institute
 2007,Middlesex University- postgraduate programme
Objectives
 Public health- health for all
 Bridge gap between health care delivery system and
those unaware/ unwilling to use it
Principles and techniques
 Product
 Price
 Place
 Promotion
 Publics
 Partnership
 Policy
 Purse string
Product
 Tangible / intangible
 Product service branding, packaging, positioning,
product development
 Packaging, quality of condom poor
 Pre-testing, feedback.
Place
 Location
 Easy to find; no stigma
 STD clinics as separate entity
 Immunization, breast feeding-
Antenatal Clinic
Price
 Health care demand- price , income
 Demand more- price less, income more
 Perceived value
 Helmets – two wheeler users
Contd…
 Convenience costs (work loss, travel)
 Response costs (purchase of condoms- market place,
personal problem- STD clinic neighborhood )
 Intangible: personal, difficult to quantify
Promotion (Visibility and timing)
 High visibility- existence of service
 Timing- remind most likely to accept idea
 Different times – vary in readiness to accept
 New message promoted-most likely to accept
 ORS
Designing the message
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Local sensitivities than strict rules
Educate target group- existence of health problem
Understanding-undertake action
Explain benefits of behaviour
Overcome cultural, social,
traditional factors
 Pulse polio message
 Short, correct, delivered to target audience at most
opportune moment.
Public
 Different audiences- programme to address-success
 External: target audience
 Internal: approval/implementation of programme
Partnership
 Social, health issues- complex: one agency no
difference
 Team: other organizations
 Figure: which organizations have similar goals,
identify ways can work together.
Policy
 Motivating behaviour change, difficult: environment
supports change in long run
 Policy change needed
• Purse string :
Funds
Breast cancer screening
 Product :
 Annual mammogram
 Monthly breast self examinations
• Price :
 Monetary : mammogram
 Potential discomfort/ embarasment- being examined
Contd…
 Place : local hospital, clinics
 Promotion: mass media, billboards
 Public : women 40-50 years, family
 Partnerships: local/ national women’s groups, medical
organisations
Contd…
 Policy :
 Increase access to mammograms – lower cost
 Increase funding for breast cancer research
• Purse strings :
 Government grants
Step wise approach to social
marketing
 Identify health problems, establish methods
 Identify priorities, implement efforts
 Analyse marketing activities- social message
 Identify target audience
 Analyse each strategy- attitudes, potential resistance
Contd…
 Identify objectives for each target group
 Designing, testing a social message
 Selection of marketing system
 Evaluate impact of social messages
Identify health problems, establish
methods
 In- depth identification of health problem
 Rigid customs, opinions
 Consensus building- operational, political cooperation
 Decision makers in government, community
 Identify traditional health measures
 Demographic, population studies- morbidity/
mortality patterns, economic impact
 Cause of problem
 Mass media, marketing
Identify priorities, implement
affordable efforts
 Saves time, energy, money
 Health problem, desired objective
 Cost estimates- media, material , delivery, personnel
 Realistic goals, budgets
Analyse marketing activities, social
message
 Strategy to be evaluated
 Different messages, style- communicate: target group
 HIV- college students, commercial sex workers
(CSWs), truck drivers
Identify target audience for each
component
 Market segmentation
 Identifying group/individuals not doing what they
should be doing- health related behaviour
 Clients of CSWs- not using condoms
 Accurate: better , effective and better message
delivery- designed differently for different groups
Analyse each strategy- determine
attitudes, potential resistance
 Cultural, social, religious resistance
 Attitude testing techniques: isolate beliefs – resistance
to healthy behaviour
 Build consensus, strategy- overcome resistance
Identify objectives for each target
group
 Proposed behaviour change- identified, quantified
 Raising condom use
 Household use of iodised salt
 Necessary, relevant information provided
 Effect of message assessed periodically
Designing and testing social
message
 Social message pretested on samples of target
population
 If not understood: no use
 Revised, retested.
Selection of marketing/
distribution system
 Media, distribution of message : maximum coverage
 Statutory warnings on tobacco products- anti-
smoking message reaches target audience
Evaluate impact of social messages
 Impact of social messages assessed
 Assess periodically- impact, corrections
 Incidence of STDs- good indicator : condoms
Social Marketing Wheel
Limitations
 Focus on change in individual behaviour
 Particular marketed behaviour better than other
health promoting behaviour
 Condoms- multiple sex partners
 Ineffective- individual efforts inadequate to achieve
desired beahviour
Contd..
 Involve consumer in decision making- ethical, social
difficulties who make decision/ what behaviour
promoted
 Promote condoms India
 Laborious, time consuming, funds
 Actual very few: high demand of man power, resource
Contd…
 Target population devoid of cash- process of
behaviour change different-slow: low priority even in
government
 Mass media aimed- audience capable of paying.
Contd…
 Market segmentation: may be detrimental to efforts:
discrimination, stigma.
 Clients of CSWs
 Product strategy : developing behaviour- acceptable to
target audience- difficult.
Contd…
 Pricing strategy: challenge
 Reduce monetary barriers- prevent consumers from
adopting behaviour rather than maximising tangible
financial gains
 No control- cost of personal embarasment/fear
Contd…
 Channels- social messages challenge
 Returns for medium (doctor/hospital)- less,
intangible, non- financial.
 Indirect dissemination- misinformation
• Communication options limited:
 Paid advertising not possible
 Large information- conveyed to target audience before
behaviour can be changed.
Contd….
 Failure:
 Limited knowledge of marketing principles
 Opposition from competing groups ( tobacco
companies in anti- smoking campaigns)
• Evaluation of impact : difficult
 change in social and individual behaviour- complex,
intangible, very few objective variables.
Commercial v/s social marketing
Commercial marketing
Social marketing
Meets identified needs , wants of target
market segment
Change attitudes, behaviour to a
healthier behaviour
Makes profit by serving interests of
target market
Serves interests of target market
without personal profit
Marketing of products/ services mostly
through ideas
Marketing of ideas, concepts rather
than tangible products
Conclusion
 Research, product design, distribution, information,
communication
 Introduction of a new product/ concept/ service- aim
to change behaviour
 Uses scientific evidence- creates education, action
programmes for healthier habits, behaviour
References
1. Bhalwar R. Social Marketing. AFMC Textbook of
Public Health and Community Medicine 1st edition,
Pune;2009:387-90
2. Evans WD. How Social Marketing works in Health
Care. BMJ. 2006; 332(7551): 1207-10.
3. NIHCM Foundation. Recommended Adolescent
Health Care Utilization: How Social Marketing can help.
Washington : NIHCM Foundation; 2009.
References
4. NACO. Condom Social Marketing in India: Innovation
to drive condom change. Delhi: NACO; 2012.
5. Park K. Park’s Textbook of Preventive and Social
Medicine 21st edition, Jabalpur: M/s Banarsidas Bhanot
Publishers; 2011.
6. Griffiths J, Stevens CB, Thorpe A. Social Marketing
for health and specialized health promotion. 2011 April
[cited 2013 April 10] [about 20 p]. Available from:
http://www.rsph.org.uk.
Thank You