SOCIAL MARKETING

Presented by: Dr. J.R. Das

Social Marketing - Definition

Social marketing is the use of marketing principles to influence human behavior in order to improve health and/or benefit society. It is also used to mobilize public support for core public health policies and institutions.

Social Marketing
Understand your audience Be clear what you want your audience to do. Understand exchange Offer something appealing in return for changing behavior Competition Apply 4 Ps plus 2 Understand how policies, laws and rules affect social or behavioral change.

Phases of Social Marketing

Describe the Problem behavioral focus Conduct Market Research segmentation, competing behaviors, benefits and barriers, Create marketing strategy Plan the intervention Plan monitoring and evaluation Implement the intervention and evaluation

Marketing Questions
What are we marketing To whom are we marketing it? How are we marketing it? Where are we marketing it? When are we marketing it?

The 4 Ps of Marketing
Product the desired change you are asking of your audience and the associated benefits, objects and services that support the change Price the cost or barriers the target audience faces in making the desired change Place where/perform behavior, access products or services. Promotion communications, messages, materials, channels and activities that will effectively reach your audience.

PRODUCT
What are the benefits of the behavior change? What is the competition? What legal, technological and/or economic policy changes can facilitate individual behavior change? What accomplishments can be expected without policy changes?

PRICE
What will the behavior change cost each target audience? Is there a fair exchange for the benefit they associate with the behavior change? How can costs be minimized?

PLACE
What are the target audiences perception of place? What barriers (costs) does the place create, and how can they be overcome?

PROMOTION
What is the current demand among the target audience for behavior change? What messages can best influence demand? What promotional materials & activities are appropriate for the message? How can the material & activities best be delivered to the target audience members?

PARTNERS
What other organizations are conducting activities addressing the social change? What organizations are credible to the target audience? What are the opportunities to work together with either type of organization?

POLICY
What policy changes are necessary for individuals to improve their health behaviors? What policy changes could support individuals in their efforts to improve their health behaviors? What policy changes can this organization bring about?

SIMPLE IDEAS
DRAWN FROM SOCIAL COGNITIVIE THEORY

FUN Provide perceived benefits the audience cares about EASY remove barriers to action; make behavior as simple & accessible as possible. POPULAR Influence social norms; help the audience feel that this is something others are doing, particularly those who are important to them.

THANK YOU