Asec Paulyn Jean B.

Rosell-Ubial Department of Health

 General

Concepts Definition of Terms Principles Examples of Initiatives Conclusions References & Recommended Reading Materials

Social marketing is not a new concept Weibe asked in 1950s Why cant we sell brotherhood and rational thinking like you can sell soap? Uses standard commercial marketing practices to achieve non-commercial goals

Primary aim of Social Marketing is social good It has two parents: a social parent = social sciences & social policy; and a marketing parent = commercial and public sector marketing principles

Shaklee Corporation who pioneered social marketing over 50 years ago, has trade marked the term Social Marketing

Definition: Social Marketing is the systematic application of marketing, along with its concepts and techniques to achieve specific behavioral goals for social good It aims for buy-in of the population to attain better bahaviour and encourage a health promoting and disease preventing activity

Activities targeted to groups that can move together to improve situation of vulnerable groups Ex. Cease-fire for Children; Helping Women reach Birthing Homes; Ensuring FP services reach poor women

Using marketing principles to move individuals to take action for social good or practice better health seeking/ promoting behavior Ex: HIV/AIDS prevention; Rape Prevention; Wearing Seat Belts

Social Mobilization

Social Marketing

Distinguishing feature of Social marketing is its primary focus on social good Social good is not a secondary outcome Not all public sector and not-for-profit marketing is social marketing

Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims But not all public sector activities are social marketing where the focus is achieving behavioral goals General Guidelines

NOT Social Marketing:

SOCIAL MARKETING:

Campaign to encourage people to get an AH1N1 vaccination (individual benefit not social) Campaign to promote and remind people to get regular check-ups and routine vaccinations to encourage long-term behavior change that will benefit society at large

Examples

Social marketers does not only intend to influence a buyer to make a product purchase They deal with more difficult goals of making a potentially difficult and long-term behavioral change in target population

Social vs Commercial Marketing

Reducing cigarette smoking initiations among the youth Encouraging smoking men and women to quit Controlling smoking in-door or in public areas Encouraging Condom Use Having their children immunized at the prescribed schedules US campaign Men Can Stop Rape Australias Breaking the Silence for Abused Women and Children to Report/Speak out

Community-based Social Marketing (CBSM) by Canadian Environmental Psychologist Doug McKenzie-Mohr to change behavior of communities to reduce their impact on the environment Communication for Behavior Modification Initiative (COMBI) WHO strategy for Malaria Control

Social Marketing in 1960s was used in India as a tool for birth control where persuasion-based approach was favored over a legislative approach

1971, publication Social Marketing: An Approach to Planned Social Change by Philip Kotler and Gerald Zaltman began its formal recognition as a formal discipline or concept

1988, Craig Lefebvre and June Flora introduces social marketing to the public health community It is now widely used and explored for public health purposes more than in any other field

It is in preventive promotive arena of public health where there was a need for large-scale, broadbased, behavior change focused programs where benefits accrue to society and not just the individuals

1989, Social Change Campaign was introduced by Kotler and Ned Roberto identifying a change agent, the marketer and target adopters the group to modify behavior

2005, University of Stirling in USA was the first to open a dedicated research Institute to Social Marketing 2007, Middlesex University in UK became the first University to offer a specialized postgraduate program in Health & Social Marketing

1. 2.

3. 4.

Consumer orientation to realize organizational (social) goals An emphasis on the voluntary exchanges of goods and services between providers and consumers Research in audience analysis and segmentation strategies The use of formative research in product and message design and the pre-testing of these materials

5. 6.

7. 8.

An analysis of distribution (or communication) channels Use of the marketing mix--- utilizing and blending product, price, place and promotion characteristics in intervention planning and implementation A process tracking system with both integrative and control functions A management process that involves problem analysis, planning, implementation and feedback functions

KNOWLEDGE: Data, Information, Facts, Reseacrh

SOCIAL MOVEMENT: thru Social Mobilization & Social Marketing

POLICY ADVOCACY: thru Executive or Legislative Action

Individual Norms/ Institutional Values

Communication/ Marketing for Mobilization

KNOWLEDGE

Social Innovation/ Conceptual Change

POLICY ADVOCACY

SOCIAL MOVEMENT Community Empowerment

Supportive Policy/ Environment

SOCIAL MARKETING, www.shaklee.com VicHealth History: Major Events and Milestones, www.vichealth.vic.gov.au UK Department of Health, Choosing Health:

Making Healthy Choices Easier,

www.dh.gov.uk CDCynery, www.cdc.gov/healthmarketing/cdcynergy/ Many books and publications c/o wikipedia