Health policies Organization Evaluation

“SOCIAL GOOD”

PROCESSOUTCOME

…………..

PUBLICOr/&

PRIVATE

Giuseppe FattoriItaly

1 2 3

1. Policies

POLICIES - Health marketing

Social Marketing Services Marketing

POLICIES - Health marketing

Social marketing

Product marketing

Brand marketing

Healthy LifeStyles

Services Identity

Community Patients Stakeholders

Object

Target

Modified from: Rappini, Del Vecchio 2011

POLICIES - Social marketing

1. Countries

Developing CountriesDeveloped Countries

Modified from: Lefebvre 2011

structural changebehavioural change

POLICIES - Social marketing

2. Culture

North American PerspectiveUK Perspective

Modified from: French 2011

3. Financing

INSURANCESTAX

Priority setting Priority setting

Public goodPublic good

Fattori 2011

POLICIES - Social marketing

marketing

alongside other

concepts and

techniques…

Fattori 2011 - modified from French, Blair-Stevens 2006

“SOCIAL GOOD”FOR

WHO decides?

HOW decides?

Who are social marketers?

What is it?

Social marketing

POLICIES - Social marketing / Social Good

Health Promotion – How decisions are made

Who decides?

1

23 4

5

6

Goodstadt, 2007

Integration of Health Promotion Practice

2. Organization

Research and

development

Production

Quality

Social Subjects

Health Promotion Units

Third S

ector

Local Instit

utions

University

Marketing

Communication

FIAT 500

Councils

School

University

Third Sector

Regional Agency for Environmental Prevention

Entrepreneurs

Sport

sector

Cultural

sector

Social construction of health =

SOCIAL GOOD

Health promotion Department:•Health Education

•Social marketing•Health communication

•Budget•Professional training

• Evaluation

Citizens

Trade

Unions Local

Health Unit

Examples:• Publications• Events/Fairs• Internet/Intranet• Web 2.0

• Radio• TV•…

Values – Objectives

LawsNations – Regions

Organization

Laws Nations - Regions

Activities

Local Health Units Councils

ORGANIZATION - Social marketing

Health Promotion Organization

3. Evaluation

Evaluation – Health Promotion

Evidence BasedHealth Promotion

(EBHP)

Evidence BasedMedicine

(EBM)

evidence of effectiveness

community change

EBM = Your Doctor Wants You To Smoke

Evaluation - Social marketing / S-ROI

Social-ROI

LISTER, G., MCVEY, D., FRENCH, J., BLAIR-STEVENS, D., & MERRITT, R. (2007)

For every £1 spent on preventative

health promotion, the state could

save from £34 to over £200

in health spending

Evaluation - Social marketing / Time

Time

Modified from: Cugeilman 2010

Although social marketing has been shown to work in various studies, this

does not mean that it offers a cost-effective solution. It is one thing to know

whether social marketing works, and another to know whether this

approach offers a good return on investment, in terms of social outcomes.

Evaluation - Social marketing / Time

Evaluation - Social marketing

Nancy Lee, 2011

Where’s the beef?

Social marketing in tough times

Evaluation – Where is the beef?

Lee 2011

INPUTS OUTPUTS OUTCOMES IMPACT ROI

Evaluation

Modified from: Nutbeam 2003

What do you expect from this intervention?

% a

ch

ievem

en

ts

time

AWARENESS

BELIEFS

BEHAVIOR

5 a day (fruits, vegetables)

CHANGE IN HEALTH DISEASE

4. ActivitiesOur Experience in Italy

POLICIES: national, regional and local

RegionalSocial and Health Plan

Emilia-Romagna

Local Health Plan of Modena

NationalSocial and Health Plan

The local path

Priorities

Objectives

ActivitiesECONOMIC COMPATIBILITY

PARTNERSHIP

Local Health Plan of Modena

Evaluation

Laws

OBJECTIVES

Social constuction of health

STRATEGIES

Health Education

Regulatory Action

Social Marketing

HEALTH PROMOTION – A summary

Market Analysis

Strategic Marketing

Marketing Mix

Evaluation

LEVELS OF RESPONSIBILITY

Technical

Responsibility

Political

Responsibility

Technical Commission (Public Health

Professionals)

Conference of Mayors

District Coordination

Activities

Proposals

Objectives Evaluation

Local Health Plan of Modena

Managerial

Responsibility

Objectives

ORGANIZATION

Conference

of Mayors

DistrictCoordination

Proposals Objectives

Objectives Evaluation

Priorities:1 – Smoke

2 – Alcohol

3 – AIDS/STD

4 – Nutrition

5 – Physical Activity

6 – Dependencies

……….

Health & Social

Welfare Local Plan

Social Policies, Health Policies, Education…

Local Health UnitDepartments

Third Sector

Local Health Plan of Modena

Activities

TechnicalCommission(Public Health

Professionals)

Priority setting Activities Evaluation

Partnership – levels of collaboration

PARTNERS:Charity, Citizens,

Unions, Businesses Associations, Donors,

…

Partnership and Audience Segmentation

dancingwiththe stars

PRODUCTPRODUCT PLACEPLACE

PROMOTIONPROMOTION

PRICEPRICE PARTNERPARTNER

Healthy Vending

Activities - Healthy Vending

PRODUCTPRODUCTPLACEPLACE

PROMOTIONPROMOTION

PRICEPRICE PARTNERPARTNER

Blood/Organ

Donation

Activities - Blood/organ Donation

PRODUCTPRODUCTPLACEPLACE

PROMOTIONPROMOTION

PRICEPRICE

PARTNERPARTNER

Quit SmokingContest

Activities - Quit Smoking Contest

Evaluation

Health Health DocumentsDocuments

- Okkio (applies to children aged 6-10 years, Obesity and overweight);

- HBSC, Health Behaviour in School-aged Children (11, 13 and 15 years)

- PASSI, Progress in Health in Italy (18-69 years), which contains data about smoke, alcol, nutrition and physical activity;

- AIDS/HIV Report

- Cancer Register

- Environment

- Avoidable mortality

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If interested: fattori@marketingsociale.net