Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries Fundamental Approaches to Social...
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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, 2010Preterm Births and Unnecessary Cesarean Deliveries Fundamental Approaches to Social Marketing in Health Care Alan R. Andreasen Georgetown University
Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
Fundamental Approaches to Social Marketing in Health Care Alan R.
Andreasen Georgetown University
Slide 2
Nov. 3, 2010Preterm 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!!)
Slide 3
Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
The beginnings: practice International 1968 Nirodh family planning
Program was launched in India with 6 corporate partners
Slide 4
The beginnings: United States 1972 National High Blood Pressure
Education Program (NIH) Nov. 3, 2010Preterm Births and Unnecessary
Cesarean Deliveries
Slide 5
Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
Typical results of international family planning programs Percent
Contra- cepting Children per household 1985200019852000
Morocco29%55%73.1 D. R.50%69%3.22.7 Peru46%69%4.12.8
Turkey38%63%4.32.6
Slide 6
Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
Key result of high blood pressure program
Slide 7
Nov. 3, 2010Preterm 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
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Nov. 3, 2010Preterm 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 Georgetowns social marketing listerver now
has 2300 participants in 40+ countries chatting daily
Slide 9
Social marketing books are everywhere Nov. 3, 2010Preterm
Births and Unnecessary Cesarean Deliveries
Slide 10
Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
A most ambitious programs in the United Kingdom
Slide 11
Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
Some recent confusion... Social networking Versus Social
marketing
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So why is it called social marketing? What does commercial
marketing have to contribute? Nov. 3, 2010Preterm Births and
Unnecessary Cesarean Deliveries
Slide 13
Nov. 3, 2010Preterm 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
Slide 14
Nov. 3, 2010Preterm 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
Slide 15
Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
It is all about...
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The major challenge of all organizations: Getting people to do
things Target audiences Bosses Teammates Subordinates Supporters
Who else??? Nov. 3, 2010Preterm Births and Unnecessary Cesarean
Deliveries
Slide 17
Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
What are the behaviors YOU need to influence to be successful on
your job (Try this at work!!) Target AudienceBehavior
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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, 2010Preterm Births and Unnecessary
Cesarean Deliveries
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Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
The upstream versus downstream challenge Take childhood obesity
should you focus just on the kids?
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Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries
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
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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, 2010Preterm Births and Unnecessary
Cesarean Deliveries
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The requirements for good social marketing: Nov. 3, 2010Preterm
Births and Unnecessary Cesarean Deliveries
Slide 23
What is your organizations mindset? Organization- centered or
Target audience- centered? Nov. 3, 2010Preterm Births and
Unnecessary Cesarean Deliveries
Slide 24
A target audience-centered process: Nov. 3, 2010Preterm Births
and Unnecessary Cesarean Deliveries Listening* Planning Monitoring*
Implementing Revising/ Recycling Pretesting*
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Starting point is always listening to the target audience What
do you learn? Nov. 3, 2010Preterm Births and Unnecessary Cesarean
Deliveries
Slide 26
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, 2010Preterm Births and Unnecessary Cesarean Deliveries
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Framework 2: Stages of Change Precontemplation Contemplation
Preparation/Action Maintenance Nov. 3, 2010Preterm Births and
Unnecessary Cesarean Deliveries
Slide 28
Framework 3: Competition The behaviors you want always have
competition!! Nov. 3, 2010Preterm Births and Unnecessary Cesarean
Deliveries