Let’s Use Social Marketing Why Let the Devil Have the Best Tunes? Jim Grizzell, MBA, MA, CHES, HFI, FACHA Faculty: Cal Poly Pomona, Georgetown University / Staff Emeritus: Cal Poly Pomona Policies Health Communication, Ecological / Environmental Approach Activities no feedback Health Systems Activities w/ Health Education Specialty Care Community & Neighborhood Collaboration Primary Care

2 Agenda Social Marketing Definitions Benefits of Social Marketing Where it Fits in Health Promotion What Social Marketing is NOT What Social Marketing is About First Things First The Approach: Framework, Model Concepts: Competition and Exchange 4 Ps: the Marketing Mix

3 Social Marketing Defined The application of marketing technologies where the bottom line is behavior change. Marketing Social Change by Alan Andreasen, PhD, Professor of Marketing, McDonough School of Business, Georgetown University; Executive Director, Social Marketing Institute A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit. William Smith, EdD, Executive Vice President, Academy for Educational Development

4 Social Marketing Defined The consumer-driven application of marketing principles and techniques to program development, implementation, and evaluation in an effort to promote change or modification in health behavior. Dictionary of Public Health Promotion and Education: terms and concepts by Naomi Modeste, DrPH, Chair, Department of Health Education, School of Public Health, Loma Linda University, and Teri Tamayose, MBA, MPH

5 Social Marketing Defined Social marketing is concerned with the application of marketing knowledge, concepts and techniques to enhance social as well as economic ends. Social Marketing: Why Should the Devil have All the Best Tunes? by Gerard Hastings PhD, Director, Institute for Social Marketing

6 Best Definition Fun “Are the consequences of behavior both real and rewarding for me?” Easy “Can I do it? Am I capable?” Popular “What do the people I care about want me to do?” Coordinated activities that comprise a program to make behaviors desired

Social Marketing Jeopardy #1 The advantages that the audience identifies with a behavior. Benefits

9 Provides a 360 view of the issue Involves those affected by the issue Develops culturally appropriate interventions Enables effective use of resources Benefits of Using Social Marketing

10 Benefits of Using Social Marketing It offers coordinated, multiple intervention tactics! It can be used for “downstream,” “side stream” and “upstream” influence.

11 Social Marketing’s Fit Continuum of Interventions Ecological / Environmental Approach

12 High Low Cost High Low Reach Policies Health Communication, Social Ecological Model / Environmental Approach Activities no feedback Health Systems Activities w/ Health Education Specialty Care Community & Neighborhood Partnerships & Collaboration Primary Care Social Marketing’s Fit Intervention Pyramid

13 Policies Health Communication, Ecological / Environmental Approach Activities no feedback Health Systems Activities w/ Health Education Specialty Care Community & Neighborhood Collaboration Primary Care Social Marketing’s Fit Intervention Pyramid

14 What Social Marketing Is Not Not social norms marketing, promotion or advertising Not driven by organizational experts’ agendas Not promotion or media outreach only Not social media marketing Not social advertising Not about coercing behaviors Not a “one approach” model Don’t think media first!

15 What Social Marketing Is Not

Social Marketing Jeopardy #2 This P refers to: 1) the desired behavior and associated benefits your are asking the audience to do or 2) tangible objects or services that support or facilitate behavior change. Product

17 Got Behavior Change?

18 What is Marketing About? It’s about Behavior Not driving after drinking Not smoking Managing stress Eating 5 servings of fruits & vegetables Not physically abusing/assaulting Approving and implementing environmental changes on campus

Social Marketing Jeopardy #3 The group(s) of individuals that your social marketing program seeks to reach and influence. Target Audience

Social Marketing Jeopardy #4 Factors (internal or external to the individual) that influence the individual’s actions or behavior. Determinants of Behavior

21 What is Marketing About? It’s about Students Not all of them all at once! But specific groups of students and others

22...So, What Affects Behavior? Internal Knowledge and beliefs Attitudes Perceived risk Perceived consequences Self efficacy

23...So, What Affects Behavior? External Access Skills Actual consequences Cultural beliefs and values Policies

Social Marketing Jeopardy #5 Hindrances to desired behavior change that are identified by the audience. Barriers

25 Marketing is more about lowering barriers and increasing benefits!

26 What is Marketing About? It’s about Decreasing Barriers & Increasing Benefits of Behavior Seek help to minimize abuser violent behavior Reduce barriers Free telephone counseling by men skilled, trained and experienced in dealing with violent men Able to gain the trust of men, listen to their stories, and assess their level of denial and minimization Confront men about violence and encourage them to get into programs, communication that avoids being judgmental Provide benefits Keep their relationships intact Have a positive impact on their children

27 What is Marketing About? It’s about Decreasing Barriers & Increasing Benefits of Behavior Not driving after drinking Reduce barriers Provide low cost luxury limousine service Personal control of own life Provide benefits Be, feel, look cool No “That Guy” behavior

28 Program Planning Framework Multidisciplinary and comprehensive programs to influence behaviors Based on research to understand point of view of the target audience Interventions that integrate audience needs with needs of sponsors – exchange Considers competition and exchanges Ongoing monitoring and evaluation

Social Marketing Jeopardy #6 A guiding plan of action for your entire social marketing program. Market Strategy

Social Marketing Jeopardy #7 Research designed to enhance our understanding of the target audience’s characteristics, attitudes, beliefs, values, behaviors, determinants, benefits and barriers to behavior change. Market Research

31 First Things First! Apply Best Practices

32 Competitive Advantages Extremely pre/post tested Distills comprehensive best practices Vetted by major players in social marketing >700 resources CDC originated CDCynergy is almost a requirement for funding Looked on very favorably Recognized nationally and internationally

33 Social Marketing: A Model for Interventions that Facilitate Behavior Change WHAT IS THE HEALTH PROBLEM? What actions could reduce the problem? Social Marketing as a Model for Interventions that Facilitate Change, Susan D. Kirby, 1995 WHO MUST ACT TO RESOLVE PROBLEM? Upstream & Down- stream Target audiences Stakeholder, group, or individual market research / campus community assessment EVALUATION Did you do what you said you would? Did it work? How do you know? IMPLEMENTATION Using your marketing mix to get to the audience Marketing Mix WHAT ACTION MUST BE TAKEN Product or Behavior Describing the action in a way that is relevant to the target audience and helps fulfill some unmet need, but not contrary to science HOW YOU TELL THEM ABOUT THE WHAT, WHY, WHERE AND HOW Promotion or Communication Classroom teaching, work-, campus-site education Mass media messages Small group discussion, campus-community meetings Patient/clinician interaction Point of purchase display WHY THEY WANT TO DO IT Pricing What’s in it for the audience? What is the “deep” insight about the audience. What will move and motivate the audience? Increase knowledge of benefits they want, decrease barriers, improve self-efficacy, increase social pressure or norms WHERE (HOW) THEY CAN DO BEHAVIOR Place Home, campus, classrooms, work recreation places Where do they get what they need for the behavior? Specific clinics Product offering ** may be where they learn how to do behavior (training)

Social Marketing “Benchmarks” No theory of social marketing Benchmarks – Customer orientation – Behavior – Theory – Insight – Exchanges – Competition – Audience segmentation and targeting – Marketing mix – Continuous and strategic formative & process research, monitoring and evaluation

Social Marketing Jeopardy #8 The concept that people compare the costs and benefits of performing a behavior before actually doing it. Exchange

Social Marketing Jeopardy #9 The behaviors and related benefits that the target audience are accustomed to or may prefer over the behavior you are promoting. Competition

37 Key Concept - Competition Target audience can go somewhere else or do something else or maintain current behavior Modify program, delivery, service provider or the product to make the competing behavior less attractive, less available, or more costly

38 Key Concept - Exchange Increase or highlight the benefits Decrease or de-emphasize the barriers Change the product, price, place or promotion to meet the exchange, if necessary

39 Exchange You Give Me $1.00 You Get A Pepsi a thirst quencher good taste fun youthful feeling girl/boyfriend

40 Exchange You Give Me 75¢ Embarrassment Loss of Pleasure Argument Relationship difficulties You Get A Condom protection against pregnancy protection against STDs peace of mind sense of control hope for the future a date

41 Exchange You Give Me Money Time Momentary discomfort You Get An immunization Better health Avoidance of greater discomfort (sickness) Ability to go to school, work, travel

42 Define the Health Problem Review epidemiologic data sources/literature Secondary and primary research Identify what actions/behavior change could reduce the problem Identify preliminary target audience and target behavior

43 Identify Who Must Act to Solve Problem Collect and analyze demographic, socioeconomic, cultural and other data on target audience Segment them into smaller, more homogeneous groups for which uniquely appropriate programs and interventions can be designed Individuals, groups, decision makers

44 Identify Who Must Act to Solve Problem Select target segments for your program and plan research

45 Conduct Formative Research Understand selected target segment: needs, wants, hopes, fears, knowledge, attitude, behavior, perceived risk Research behavioral determinants of desired behavior for selected target segment Deep “insight” Plan initial concepts and program elements

46 Develop Project & Interventions Set measurable behavioral objectives for selected segment Design intervention for selected segment Apply marketing principles (the “marketing mix”) Pre-test all products, services and messages including intervention

Social Marketing Jeopardy #10 This P is where and when the target audience 1) will perform the desired behavior or 2) will access program products/services or 3) is thinking about your health issue. Place

Social Marketing Jeopardy #11 This P includes the communication messages, materials, channels and activities that will effectively reach your audience. Promotion

Social Marketing Jeopardy #12 This P refers to the costs (financial, emotional, psychological, or time ) or barriers the audience members face in making the desired behavior change. Price

50 How Does Marketing Do This? It’s about the “4 Ps” Product Price Place Promotion Policies – Sometimes called a 5 th P

51 Marketing “Strategies” -- What are We Offering The behavior we want people to do The “bundle of benefits” that people tell us are important to them (may not be health-related) Tangible services and products to make the behavior easier to do (Product)

52 Cost to the target audience of changing behavior Can be financial, or more often related to other “costs” time effort lifestyle psychological cost Marketing “Strategies” Barriers/Benefits (Price)

53 Marketing “Strategies” Where we Offer It Placing services, products and activities at places or times that: people are likely to be thinking about the problem/issues are convenient for people they are likely to see/hear the information are where they will act (Place)

54 Marketing “Strategies” Providing Information Presenting information in a way that: is memorable stands-out from competing messages is repeated again, and again, and again has a “call to action” respects culture is in a place and at a time they will notice (Promotion)

55 Marketing “Strategies” Providing Information (Promotion) News stores Letters to the editor PSAs Brochures Word-of-mouth/face-to-face Education sessions Communicating to the audience about product/program, price, and place variables Advertising Media relations Events Personal selling Entertainment Direct mail

56 Deliver and Monitor Program Train and motivate front line staff Build products and programs and execute Distribute materials Refine product/program and materials as mid-course monitoring data suggests

Monitor and Revise

58 Conduct Evaluation Conduct process and outcome evaluation Linked to behavior objectives Did you reach target audience Did program have an impact Did desired outcome occur, why/why not Revise evaluation plans and models in accordance with program changes

59 Think Like a Marketer Think Behavior Change Know (really know!) your Audience Think Benefits, Costs, Competition and Exchange When/Where in Right Frame of Mind? When/Where is Right Place & Time? Make it fun, easy and popular! ! ! !

Next Step Your turn to be a social marketer! Questions and Answers Contact me at: Jim Grizzell ( Policies Health Communication, Ecological / Environmental Approach Activities no feedback Health Systems Activities w/ Health Education Specialty Care Community & Neighborhood Collaboration Primary Care

Logic Model

Survey Question Themes Communicate and engage with and increase awareness of students, messages Increase attendance/participation, draw a crowd Topics - tobacco, market health services, calcium, sleep disorders

Survey Question Themes Basics, easy how to, setting up, template, timeline, budget Examples, what works How does it work to induce behavior Implementation, saturation, evaluation