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Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries Fundamental Approaches to Social Marketing in Health Care Alan R. Andreasen Georgetown University
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Fundamental Approaches to Social Marketing in Health Care
Alan R. Andreasen
Georgetown University
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
What I will cover: Some history:
key individuals Milestones
Where we are now Key concepts and tools
that have been found to be very useful: Strategic planning Program design Leadership (and in your personal
lives!!)
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
The beginnings: practice
International 1968 –
Nirodh family planning Program was launched in India with 6 corporate partners
The beginnings:
United States 1972 – National
High Blood Pressure Education Program (NIH)
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Typical results of international family planning programs
Percent Contra-cepting
Children per
household
1985 2000 1985 2000Morocco 29% 55% 7 3.1
D. R. 50% 69% 3.2 2.7
Peru 46% 69% 4.1 2.8
Turkey 38% 63% 4.3 2.6
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Key result of high blood pressure program
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
The beginnings: academic legitimacy
1969 – Kotler and Levy: “Broadening the Concept of Marketing”
1971 – Kotler and Zaltman: “Social Marketing: An Approach to Planned Social Change”
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Today – social marketing is widely implemented
Government agencies and nonprofit organizations USDA CDC USAID World Bank AARP Academy for Educational Development Population Services International
Commercial organizations Porter Novelli Fleischman-Hillard Ogilvy
Individuals worldwide Georgetown’s social marketing listerver now has 2300
participants in 40+ countries chatting daily
Social marketing books are everywhere
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
A most ambitious programs in the United Kingdom
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Some recent confusion . . .
Social networking
Versus
Social marketing
So why is it called social marketing?
What does commercial marketing have to contribute?
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Commercial Marketing In the private sector, it is
getting target audiences to: Buy a Ford Choose McDonalds over
Burger King Fly United Stay at a Marriott hotel
The organizational bottom line is: Sales Market share Growth
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
In social marketing . . . Its about getting target
audiences to: Stop smoking Practice safe sex Intervene in cases of
violence Bottom line:
The target audience is better off
Society is better off
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
It is all about . . .
The major challenge of all organizations:
Getting people to do things Target
audiences Bosses Teammates Subordinates Supporters
Who else???Nov. 3, 2010 Preterm Births and Unnecessary
Cesarean Deliveries
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
What are the behaviors YOU need to influence to be successful on your job (Try this at work!!)
Target Audience Behavior
But social marketing is really a LOT harder Huge expectations –
miniscule budgets Often focused on
negative demand Sensitive issues Benefits that are:
Invisible Far in the future Only for other people
High scrutiny
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
The “upstream” versus “downstream” challenge
Take childhood obesity – should you focus just on
the kids?
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
To really attack the child’s problem, there are a lot of those (upstream) who need to act:
Parents School administrators McDonalds’ marketing
director Radio Station news
director Political leaders Government regulators
So, where do you start??
Behavior of target audiences is the bottom line So, pick a SPECIFIC
behavior Pick a SPECIFIC
target audience segment
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
The requirements for good social marketing:
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
What is your organization’s mindset?
Organization-centered
or
Target audience-centered?
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
A target audience-centered process:
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Listening*
Planning
Monitoring*
Implementing
Revising/Recycling
Pretesting*
Starting point is always listening to the target audience
What do you learn?
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Four key frameworks
Framework 1 Motivation
Do they want to do it?
Opportunity Do have the
option?
Ability Can they bring it
off?Nov. 3, 2010 Preterm Births and Unnecessary
Cesarean Deliveries
Framework 2: Stages of Change
Precontemplation Contemplation Preparation/Action Maintenance
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Framework 3: Competition
The behaviors you want always have
competition!!
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Framework 4: BCOS
Benefits Costs Others Self-assurance
BCOS
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Target Audience
Benefits Costs
Others Self-assurance
Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries
Percent of students who smoked cigarettes on one or more of the past 30 days
18.515
8.6 7.8
27.4 25.2
20.917.9
0
10
20
30
40
50
Pe
rce
nt
1998 1999 2000 2003 1998 1999 2000 2003
Middle School High School
