Presentation on theme: "Applying Social Marketing Principles to Newborn Hearing Screening Lynda Bardfield van Over AIR Health Washington, DC."— Presentation transcript:
Applying Social Marketing Principles to Newborn Hearing Screening Lynda Bardfield van Over AIR Health Washington, DC
Faculty Disclosure Information I n 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.
Information alone doesnt change behavior.
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
CONSUMER ORIENTATION Who Must Act To Solve Problem?
Target Audience PrimaryPeople you want to do something new or different SecondaryPeople who influence them (facilitate or impede)
INFLUENCERSINFLUENCERS Who (do they talk to about health) (influences their actions) (provides info, products, services)?
Who is the Audience?
Consumer Based Health Communication
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 cant get any other way. Jeff Goodby Chief Creative Officer Goodby Silverstein & Partners
What Can Behavioral Theory Do? Increase risk perception Instill confidence Popularize behavior
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
AUDIENCE SEGMENTATION When one size wont fit all
All Women of Reproductive Age How old are they? How do I reach them? Whats important to them?
Identify Potential Segments VARIABLES ResponsivenessReadiness to change? Size & ImpactWho would benefit most? Risk (Perceived & Real)Who feels vulnerable? AccessibilityWho is easiest to reach? Where?
Segmentation Variables What do they have in common? POTENTIAL AUDIENCE Women of reproductive age STAGE OF BEHAVIOR (Behavioral Determinant) Readiness, Attitudes, User/Non-User 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)
Prizm Birds of a Feather Geodemographics 62 neighborhood clusters Media Habits, Lifestyles Gray Collars, Bohemian Mix, Shotguns & Pickups
EXCHANGE THEORY Benefit of adopting new behavior outweighs cost
Costs Monetary$$$ for condoms, immunization, life jacket Nottime, effort, energy, embarrassment, fear, pain Exithardships abandoning current behavior Entrysacrifices adopting new behavior
Exchange YOU GIVE MEYOU GET $1.00A Pepsi Thirst quencher Good taste Fun Youthful feeling Girl/boyfriend
Exchange YOU GIVE MEYOU GET $.75 A Condom Protection (Pregnancy/STD) Peace of Mind Sense of Control Hope for Future
I want my audience to see ____________ as __________________ and as more important and beneficial than _________________.
Benefit ImmediatePeace of mind, peer approval, fitting into the prom dress, increased energy, praise Long-termPrevention of chronic disease, longevity, world peace
THE MARKETING MIX The 4 Ps
4 Ps Product Price Place Promotion
The 4 Ps Product: Design product, service, or behavior Price: Manage costs Place: Make available/accessible Promotion:Create messages/concepts Select channels