Presentation on theme: "Applying Social Marketing Principles to Newborn Hearing Screening Lynda Bardfield van Over AIR Health Washington, DC."— Presentation transcript:
1Applying Social Marketing Principles to Newborn Hearing Screening Lynda Bardfield van Over AIR Health Washington, DC
2Faculty 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.
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 & PartnersAs one very successful creative director who also owns his own agency put it…(read)
12What Can Behavioral Theory Do? Increase risk perceptionInstill confidencePopularize behavior
13Social 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
19Identify Potential Segments VARIABLESResponsiveness—Readiness to change?Size & Impact—Who would benefit most?Risk (Perceived & Real)—Who feels vulnerable?Accessibility—Who is easiest to reach? Where?
20Segmentation Variables What do they have in common?STAGE OF BEHAVIOR (Behavioral Determinant)Readiness, Attitudes, User/Non-UserPOTENTIAL AUDIENCEWomen of reproductive ageGEOGRAPHIC DIFFERENCEUrban, Rural, Suburban, Red/Blue StateDEMOGRAPHIC DIFFERENCEAge, Gender, Marital Status, Education, Income, OccupationSOCIOCULTURAL DIFFERENCELanguage, ReligionPSYCHOGRAPHIC DIFFERENCEHumanitarian, Fatalistic, Born-again, Risk-taker, High Self-esteem (VALS–p. 132)
21Prizm Birds of a Feather “Geodemographics”62 neighborhood ‘clusters’Media Habits, LifestylesGray Collars, Bohemian Mix, Shotguns & Pickups
22Benefit of adopting new behavior outweighs cost EXCHANGE THEORYBenefit of adopting new behavior outweighs cost
23“Costs” Monetary—$$$ for condoms, immunization, life jacket Not—time, effort, energy, embarrassment, fear, painExit—hardships abandoning current behaviorEntry—sacrifices adopting new behavior
24ExchangeYOU GIVE ME YOU GET$1.00 A Pepsi Thirst quencher Good taste Fun Youthful feeling Girl/boyfriend
25Exchange Protection (Pregnancy/STD) Peace of Mind YOU GIVE ME YOU GET$.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 _________________.”
27BenefitImmediate—Peace of mind, peer approval, fitting into the prom dress, increased energy, praiseLong-term—Prevention of chronic disease, longevity, world peace
30The 4 P’s Product: Design product, service, or behavior Price: Manage costsPlace: Make available/accessiblePromotion: Create messages/conceptsSelect channelsThere 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??