SOCIAL MARKETING Dr Babar T Shaikh The Aga Khan University, Karachi, Pakistan applications in public health
Mar 29, 2015
SOCIAL MARKETINGSOCIAL MARKETING
Dr Babar T Shaikh
The Aga Khan University, Karachi, Pakistan
applications in public health
SOCIAL MARKETING
Enabling Objectives:• To learn the basic concepts of social
marketing
• to understand ways of performing social marketing in developing countries
• To learn four Ps of social marketing
Social Marketing
Performance Objectives: By the end of the presentation,
learners will be able to• conceptualize basic concepts of social
marketing• understand its important components• apply the knowledge in medical
practice
What is Social Marketing?
It is a marketing strategy modeled after corporate
marketing, used by health professionals to develop
successful health messages.
Social Marketing
• What makes social marketing different than other social change strategies?
• How is it different from what you are doing right now?
Social Marketing
Key concepts• Uses commercial marketing technologies
and theory
• Brings about voluntary behavior change
• Targets specific audiences
• Focus is on personal welfare and that of society
Social Marketing
Potential Applications• Promote healthy behavior
• Promote services
• Increase utilization rates
• Improve customer satisfaction
• Enhance compliance
Social Marketing
Social Marketing’s Popularity• It works by bringing about
behavior change
• More cost effective
• Reaches larger numbers
Social Marketing
Distinguishing Features of Social Marketing
• Exchange theory• Consumer orientation• Data based decision making• Competition• Willingness to change offer
Social Marketing
# 1 Consumer Orientation• Understand consumer perceptions
• Which benefits they find attractive
• Costs or barriers that deter them
Social Marketing
Put Simply, Consumer Orientation Means
• Understand what they want and need
• Respond to their wants and needs
Social Marketing
#2 Exchange Theory• Exchange time and effort for benefits
• Make an attractive offer
• Create an awareness that the problem exists
• Demonstrate the product’s benefits
• Help lower the price
Social Marketing
#3 Data Based Decision Making• Logical model for planning
• How you plan to help
• What you will help them to do
• Which factors you must address
• Data based decision making
Social Marketing
#4 Competition
• Marketers keep a steady eye on the competition
• Marketers position products relative to the competition
Social Marketing
#5 Willingness to Change Offer• Committed to designing products
consumers want
• Committed to modifying programs
• Committed to addressing facts that influence their behavior
Social Marketing
Top Down Planning• Expert driven
• Best practices
• Literature review
Traditional Approach to Health Education Messages
Social Marketing
In Other Words…• We will tell you what you need and
want (expert driven)
• Offer everyone same product, price, place and promotion
Social Marketing
Social Marketing Uses A Interdisciplinary Approach
• Social anthropology
• Behavior psychology
• Communications
• Education
• Commercial Marketing
Social Marketing
Demographics• Age
• Gender
• Ethnicity
• Geographical area
• Education level
Social Marketing
Psychographics• Attitude toward new behaviors (early vs. Late
adopters)
• Types of people who share similar hopes, concerns, or who they admire
• Aspirations, personality types, lifestyles
• Willing to take risks and try new behaviors
• Tend to follow the crowd
Social Marketing
Commercial Marketing• Satisfying customer needs and wants
• Process for individuals and groups to obtain what they need and want by creating/ exchanging products and value with others
Social Marketing
Marketing• Audience segmentation• Product development• Pricing• Testing• Distribution
Social Marketing
Segmentation:Marketing Model
• Marketers know they can’t appeal to all buyers in the same way
• Political marketers: who do they try to reach?
• Coca cola: what proportion of market do they try to reach?
Social Marketing
Segmentation Strategy• Divide heterogeneous group in
homogenous subgroups
• Identify targets of opportunity
• Identify subgroups to respond to same offer
• Design interventions effective for each segment
Social Marketing
The Four P’sof Social Marketing
Product Price
Place Promotion
Social Marketing
Product
What we’re offering people:• Service
• Behavior
• Commodity (tangible goods)
Social Marketing
Product Must BeSolution to a problem:• Benefits• Unique• Competitive
Real:• Defined in terms of the user’s beliefs,
practices, and values
Social Marketing
PriceThe cost of adopting the product:• Money• Time• Pleasure• Loss of self-esteem• Embarrassment
Social MarketingPlace
Channels for information:• Where service is provided• Where information is received• Where tangible product is purchased• Available• Easy to find and use• Appropriate• Timely
Social Marketing
Promotion
Message design elements:• Type of appeal
• Tone
• Spokesperson
Social Marketing
Social Marketing Works!• It brings about behavior change
• More cost effective by reaching larger numbers