Why buy the cow when you get the milk for free?A compare/contrast study of commercial

vs. social marketing in the DGP landscape.Prepared by Belmac Integrated

Communication, June 2011

Why are we here?O National health reform impacting on

future planning for all Divisions of General Practice

O Not for Profit/Surplus status is the aim for many Divisions

O A commercial marketing focus is integral to securing/growing future income streams

Social marketing is…O The use of marketing principles to

influence human behavior in order to improve health or benefit society.

Commercial focus for your

organisation means?

Establish brand in noisy market place?

Establish preferred provider

status in key product offerings?

Influence decision making by customers?

Generate revenue from key product offerings?

How are your principles?

O Good old 4 P’sO ProductO PriceO PlaceO Promotion

Go to marketing principle # 1

Know your audience – put them at the centre of every decision you make.

Go to marketing principle # 2

It’s about ACTIONBe clear about what you want your

audience to do.

Go to marketing principle # 3

There must be an exchangeWhat are the tangible/intangible

exchanges in your product offerings?

WIIFM

MotivationIN 1966, the Harvard Business Review

published an article about Ernest Dichter, the father of

motivation research. 

A major Dichter finding, still relevant today, was the identification of four

motivations for a person to communicate about brands.

Motivator # 1

The first (about 33% of the cases) is because of product-involvement.The experience is so novel and

pleasurable that it must be shared.“have you tried the new…”

Motivator # 2The second (about 24%) is self-involvement.

Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel

like a pioneer, have inside information, seek confirmation of a person's own judgment, or

assert superiority.“I got one of the first iPhone 4’s….”

Motivator # 3

The third (around 20%) is other-involvement.

The speaker wants to reach out and help to express neighborliness, caring,

and friendship.

“If you are looking for a great family friendly place for dinner…”

Motivator # 4The fourth (around 20%) is message-

involvement. The message is so humorous or

informative that it deserves sharing.

http://youtu.be/TnzFRV1LwIo