Fundamental Approaches to Social Marketing in Health Care - PowerPoint PPT Presentation

Loading...

PPT – Fundamental Approaches to Social Marketing in Health Care PowerPoint presentation | free to download - id: 59a7f3-YThiM



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Fundamental Approaches to Social Marketing in Health Care

Description:

Fundamental Approaches to Social Marketing in Health Care Alan R. Andreasen Georgetown University Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries – PowerPoint PPT presentation

Number of Views:33
Avg rating:3.0/5.0
Slides: 31
Provided by: westcheste2
Learn more at: http://www.westchestermedicalcenter.com
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Fundamental Approaches to Social Marketing in Health Care


1
Fundamental Approaches to Social Marketing in
Health Care
  • Alan R. Andreasen
  • Georgetown University

2
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!!)

3
The beginnings practice
  • International
  • 1968
  • Nirodh family planning Program was launched in
    India with 6 corporate partners

4
The beginnings
  • United States
  • 1972 National High Blood Pressure Education
    Program (NIH)

5
Typical results of international family planning
programs
Percent Contra- cepting Children per household
1985 2000 1985 2000
Morocco 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
6
Key result of high blood pressure program
7
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

8
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
  • Georgetowns social marketing listerver now has
    2300 participants in 40 countries chatting daily

9
Social marketing books are everywhere
10
A most ambitious programs in the United Kingdom
National Social Marketing Centre U.K.
11
Some recent confusion . . .
  • Social networking
  • Versus
  • Social marketing

12
So why is it called social marketing?
  • What does commercial marketing have to contribute?

13
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

14
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

15
It is all about . . .
Influencing Behavior !
16
The major challenge of all organizations
  • Getting people to do things
  • Target audiences
  • Bosses
  • Teammates
  • Subordinates
  • Supporters
  • Who else???

17
What are the behaviors YOU need to influence to
be successful on your job (Try this at work!!)
Target Audience Behavior







18
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

19
The upstream versus downstream challenge
  • Take childhood obesity should you focus just on
    the kids?

20
To really attack the childs 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

21
So, where do you start??
  • Behavior of target audiences is the bottom line
  • So, pick a SPECIFIC behavior
  • Pick a SPECIFIC target audience segment

22
The requirements for good social marketing
23
What is your organizations mindset?
  • Organization-centered
  • or
  • Target audience-centered?

24
A target audience-centered process
Listening
Planning
Pretesting
Implementing
Monitoring
Revising/ Recycling
25
Starting point is always listening to the
target audience
  • What do you learn?

26
Four key frameworks
  • Framework 1
  • Motivation
  • Do they want to do it?
  • Opportunity
  • Do have the option?
  • Ability
  • Can they bring it off?

M O A
27
Framework 2 Stages of Change
  • Precontemplation
  • Contemplation
  • Preparation/Action
  • Maintenance

28
Framework 3 Competition
  • The behaviors you want always have competition!!

29
Framework 4 BCOS
  • Benefits
  • Costs
  • Others
  • Self-assurance
  • BCOS

Costs
Benefits
Target Audience
Self-assurance
Others
30
Percent of students who smoked cigarettes on one
or more of the past 30 days
About PowerShow.com