1. Stalling the for NCDs in Pakistan through social marketing Dr Babar Tasneem Shaikh MBBS, MBA, MPH, PhD, FRCP Edin Aga Khan Foundation, Islamabad

2. Social marketing It is a marketing strategy modeled after corporate marketing, used by public health professionals to develop social service messages and health related products.

3. Potential Applications Promote healthy behavior Promote services Increase utilization rates Improve customer satisfaction Enhance compliance

5. 5 Augmented Product Tangible objects and Services to Support Behavior Change Actual Product Behavior Change Core Product Benefits of Desired Behavior P roduct

6. Price The cost of adopting the product: Money Time Pleasure Loss of self-esteem Embarrassment

7. Place Where service is provided Where information is received Where tangible product is purchased Easy to find and use Appropriate Timely

8. Promotion Message design elements: Type of appeal Tone Spokesperson

9. Demographics Age (specify age group) Gender Urban/rural differentials Education level Family composition/Marital status Household income Type of occupation (s) Mother tongue/languages spoken and other cultural characteristics Other defining characteristics 9

10. Psychographics Current attitudes & behaviors; lifestyles Perceived benefits and consequences Factors which (would) predispose the audience to adopt specific behaviors Factors which are (or would be) barriers for individuals to adopt specific behaviors (time, access, as well as monetary psychological, and social terms etc..) Belief in their personal ability to adopt the behaviors Presence of people who share similar hopes, concerns, or whom they admire Tend to follow the crowd 10

11. Social Marketing in Pakistan ProspectsProspects –Maternal nutrition –Ante natal care –Delivery with SBA –Post natal care –Neonatal care –Child immunization –Breast feeding –Birth spacing –Post abortion care

12. Facts about NCDs 1.NCDs in developing countries are a major public health and socio-economic problem. 2.Major challenge to social and economic development in the 21 st century. 3.Affordable solutions exist to prevent 40- 50% of premature deaths from NCDs, which could save an estimated 14 million lives per year in developing countries.

13. NCDs: 4 diseases, 4 modifiable risk factors Tobacco Use Unhealthy diets Physical Inactivity Harmful Use of Alcohol Cardio- vascular Diabetes Cancer Chronic Respiratory

14. Social Marketing in Pakistan Success storiesSuccess stories –Information & Awareness –Demand creation –Access –Quality of care –Choice –Utilization

15. Social Marketing in Pakistan To do listTo do list –Capacity –Coverage –Quality of care –Referral –Continuum of care –Public-private partnership

16. What Health System should do?

17. 17 “I believe that physical activity has benefits.” [Belief] “I believe that physical activity is good and I would like to get engaged in it.” [Attitude] “Physical activity is good for people with NCDs and facilities should be made available to all of them”. [Value] Belief to Attitude to Value

18. Thank you ! 18