Social Marketing in Health Promotion

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KORNBERG SCHOOL OF DENTISTRY1

Social Marketing in Health Promotion

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Outline

• Define social marketing

• Social marketing in health promotion

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Definition

• Social marketing is applying commercial marketing methods to the promotion of specific healthy behaviors in a targeted population group.

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Definition

• "The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of society."Andreasen, AR. Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. San Francisco, CA: Jossey-Bass; 1995.

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Social Marketing

• In the 1970s, Philip Kotler and Gerald Zaltman suggested that marketing principles could be used to sell ideas, attitudes, and behaviors.

• Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.

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Social Marketing• Social marketing has been used to

promote oral health behaviors such as tooth brushing with a specific product. While this approach may focus on the product, the marketing strategy also focuses on changing behaviors.

• Marketing has successfully been used to promote the preferences for “white teeth”.

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Marketing Mix• In designing a social marketing

campaign it is important to consider the marketing mix.

• The mix refer to decisions about how the product is designed (Product); price (P); distribution or place (P); and promotion. These are called the 4 ‘P’s of marketing which define the marketing mix.

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Product

• The “product” in social marketing may be an object (such as toothpaste or gloves), services (screening or physical examination), practices (breastfeeding, flossing, reducing exposure to sugar drinks) or intangible ideas such as protection of the environment from hazardous waste.

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Product

• In order to define a “product” for marketing, the targeted population must perceive that they have a problem or a need that the product will resolve.

• The role of marketing research is to find out consumers’ perceptions of their needs and how much they feel that an action is needed to resolve the problem.

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Price• Price refers to the action that the consumer must

take to get the marketed “product.” – The action may involve paying for the product, giving up

habits or unhealthy behaviors or adopting new behaviors. – The benefits of getting the product must outweigh the cost;

otherwise, consumers will not adopt or “buy” the product.

• Because social marketing deals with health behaviors, beliefs, and attitudes, there is a need to research how consumers feel about the product and “cost”.

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Place• "Place" in a social marketing campaign refers to

channels or locations where consumers may access the information, training, or services. Place may include a community clinic, a private office, a church, shopping mall, mass media, billboards, or in home demonstrations.

• To determine the best “place” to deliver a product, research should explore the targeted audience experiences, demands, and preferences.

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Promotion• Promotion is the final “P” and it refers to the

integrated use of advertising, public relations, promotions, media advocacy, personal selling, and entertainment media.

• The focus of promotion is on creating and sustaining demand for the “product”.

• Promotion may take place using public service announcements, paid advertisements, and other methods such as coupons, media events, and editorials, Research is crucial to determine the best approaches to promote the product.

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Additional Social Marketing

• Publics

• Partnerships

• Policy

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Publics• Social marketing campaigns may have

different and sometimes diverse audiences.• External publics include the target audience

(e.g. caregivers), secondary audiences (e.g. children), policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program.

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Partnerships

• Successful social marketing campaigns require networking and partnering with community and professional organizations who share similar goals in the mission of the campaign.

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Policy

• Social marketing programs may focus on promoting changes in policy and programs to sustain the behavior changes promoted. Advocacy for policy change sometimes is part of an integrated campaign to promote change.

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Funding• Social marketing campaigns require

support from grants or contracts from foundations, government, or corporations.

• Social marketing campaigns, if successful, may generate funds through saving of cost of healthcare as a result of change in practices or behaviors.

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Detroit Oral Cancer Prevention Project

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Detroit Oral Cancer Prevention Project

– 5 year project – Increase awareness of oral cancer and

promote early screening through:• Community education campaign • Media campaign (Billboards, radio, newspaper)• Toll-free information line (1-877-7-CHECKED)• Screening clinic(s)

– Biopsy clinic

– Oral surgery clinics

• Provider education (CDE, CME, Online)

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Goals of ProjectIncrease awareness

Increase screening

Increase proportion of cancers detected earlier

Decrease deaths from oral cancer

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Why Detroit?

• African Americans in Detroit have one of the highest rates of oral cancer in the country.

• Oral cancer is the 4th most common cancer among African-American men in Detroit after

1) prostate

2) lung and bronchus

3) colon and rectum

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Why Detroit?

• During 1992-2001 there were 2,618 deaths due to invasive oral cancer in Michigan

• 46% of all deaths related to oral cancer were clustered in Detroit/Wayne County

• Wayne County had a mortality rate that was higher than the total Michigan mortality rate

• African American males had the highest mortality rate among all race & gender groups

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Early Detection is Key• Get checked before it’s too late

• Better chance of survival if detected early

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Screening Clinic

• Visit your dentist or doctor – Ask to be checked for oral cancer

• Call 1-877-7-CHECKED (1-877-724-3253)– To schedule appointment for screening

• It’s free

• It’s painless

• It could save your life

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Oral Cancer is a Killer in MichiganYou can Make a Difference!

Each year there are over 1,000 new cases of oral cancer and about 250 deaths in our state.

The Detroit Oral Cancer Prevention Project is offering an ONLINE continuing educational program on oral cancer

Earn CME or CDE credit hours by accessing detroitoralcancer.org

Listen to the story of a survivor of oral cancer; watch videos and slide presentation on the diagnosis and prevention of oral cancer.

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Oral Cancer is a Killer in MichiganYou can Make a Difference!

There is a nominal charge of $15 to issue a CME or CDE certificates

Access the CE program via detroitoralcancer.org

For questions: Call 734-615-7186

School of Dentistry, University of Michigan

This program is funded by the National Institutes of Health/National Institute of Dental and Craniofacial Research and the Delta Dental Fund of Michigan

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Source of Information: Adults Who Called the Toll-Free Line

Radio ad 864 56.9

Billboard 274 18.1

Newspaper ad 134 8.8

Community education session 72 4.7

Other 174 11.5

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Social Marketing in Health Promotion

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