1. Applying Social Marketing Principles to Newborn Hearing Screening Lynda Bardfield van Over AIR 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. Social Marketing
Process of influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit, rather than commercial profit.
—W. Smith

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

6. Who Must Act To Solve Problem?
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?
Just how this ad for Hallmark greeting cards connects with a senior 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
As one very successful creative director who also owns his own agency put it…(read)

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

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

22. Benefit of adopting new behavior outweighs cost
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. Exchange
YOU GIVE ME YOU GET
$1.00 A Pepsi
 Thirst quencher  Good taste  Fun  Youthful feeling  Girl/boyfriend

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

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
There are as many definitions of Social Marketing as there are people who claim they invented it. Here’s one of my favorite definitions—from one of my favorite social marketing minds.
Notice it includes human behavior. We’ll be studying that in a later class, along with the various theories used in social marketing.
But, how does one market or ‘sell’ behavior change??

33. Questions?