Presentation on theme: "Applying Social Marketing Principles to Newborn Hearing Screening Lynda Bardfield van Over AIR Health Washington, DC."— Presentation transcript:
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.
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)
12 What Can Behavioral Theory Do? Increase risk perceptionInstill confidencePopularize 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
30 The 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??