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    Social Marketing

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    dranshulitrivedi
    Social marketing aims to promote public health by motivating voluntary behavior change. It uses marketing techniques to bridge the gap between health systems and those unaware or unwilling to use them. The marketing mix includes the product, place, price, and promotion. The product can be tangible like drugs or intangible like services. Place refers to where users are most likely to access products. Price impacts demand. Promotion involves visibility and timing reminders. Social messages must educate, empower action, explain benefits, and overcome cultural barriers. Social marketing can help combat diseases but has limitations such as individual focus, ineffective barriers, and difficult evaluation.

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    Social Marketing

    Uploaded by

    dranshulitrivedi
    84 views19 pages
    Social marketing aims to promote public health by motivating voluntary behavior change. It uses marketing techniques to bridge the gap between health systems and those unaware or unwilling to use them. The marketing mix includes the product, place, price, and promotion. The product can be tangible like drugs or intangible like services. Place refers to where users are most likely to access products. Price impacts demand. Promotion involves visibility and timing reminders. Social messages must educate, empower action, explain benefits, and overcome cultural barriers. Social marketing can help combat diseases but has limitations such as individual focus, ineffective barriers, and difficult evaluation.

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    Social marketing of products useful to health.

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    Social marketing aims to promote public health by motivating voluntary behavior change. It uses marketing techniques to bridge the gap between health systems and those unaware or unwilling to use them. The marketing mix includes the product, place, price, and promotion. The product can be tangible like drugs or intangible like services. Place refers to where users are most likely to access products. Price impacts demand. Promotion involves visibility and timing reminders. Social messages must educate, empower action, explain benefits, and overcome cultural barriers. Social marketing can help combat diseases but has limitations such as individual focus, ineffective barriers, and difficult evaluation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    84 views19 pages

    Social Marketing

    Uploaded by

    dranshulitrivedi
    Social marketing aims to promote public health by motivating voluntary behavior change. It uses marketing techniques to bridge the gap between health systems and those unaware or unwilling to use them. The marketing mix includes the product, place, price, and promotion. The product can be tangible like drugs or intangible like services. Place refers to where users are most likely to access products. Price impacts demand. Promotion involves visibility and timing reminders. Social messages must educate, empower action, explain benefits, and overcome cultural barriers. Social marketing can help combat diseases but has limitations such as individual focus, ineffective barriers, and difficult evaluation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 19

    Social Marketing

    Dr Anshuli Trivedi
    IIIrd Year resident,
    Department of Community Medicine
    NSCB Medical College Jabalpur-M.P.
    E-mail-dranshulitrivedi@yahoo.com
    Definition-
    Social marketing can be described as the
    process of motivating people (through
    application of marketing techniques) to
    voluntarily adopt behavior which is beneficial to
    them, over other ‘potentially’ harmful behavior.
    Main objective- 1)To promote public health
    with the overall aim of improving health for all.
    2) It offers a unique opportunity for public
    health specialists to bridge the gap between the
    health care delivery systems and those who are
    unaware or unwilling to use it.
    Social Changes of SM-
    (a) Cognitive changes
    (b) Action changes
    (c) Behaviour change
    (d) Value change
    Marketing MIX-
    Produc
    t
    Promot
    ion

    Place

    Price
    Marketing Mix-
    The Product : In health care setting, the product
    may be a tangible material (such as a therapeutic
    drug of an educational pamphlet) or an
    intangible/non-standardised service (such as a
    training course on HIV counseling or nursing care
    in ICU).

     Social marketing of health products also involves


    issues like product/service branding, packaging,
    positioning, form, life cycle and product
    development.
    Place
    It is important for success of social
    marketing that the product/service should be
    located where users aremost likely to find
    them without any stigma.
    Similarly, a public health specialist should
    realize that
    the best place to undertake social marketing
    of immunization and breast feeding would
    perhaps be an antenatal clinic of a hospital
    which is visited by expecting mothers.
    The Price :
    The Price : In ordinary curative or promotive health
    care scenario, the demand for health care is
    dependent on the price and personal income, in
    comparison with life threatening situations, where
    an individual seeks the required surgical/medical
    care at whatever cost it is available, irrespective of
    his personal income.
    For promotive/preventive health care, demand is
    more if the price is low and personal income is
    high.
    For example, use of helmets among two-wheeler
    users.
    Promotion of product-
    Promotion (Visibility & Timing) : High
    visibility constantly reminds the user of
    the existence of product/service.
     Timing, on the other hand, pertains to
    presenting the reminder when the user is
    most likely to accept the idea, product or
    the service.
    For example, social marketing of Oral
    Rehydration Solution (ORS).
    Marketing Msg-
    Designing the message : Social marketing messages
    should be able to educate the target group about the
    existence of the health problem and its understanding.
    Empower the group to undertake action/behaviour
    recommended and explain to the target group about
    benefits of a particular recommended behaviour.
    A social message needs to be short, correct and
    delivered to target audience at appropriate time.
     The social message must also overcome any cultural,
    social and traditional practices, which resist change.
    Repeated message for Pulse Polio Immunization on
    mass media by leading film stars.
    Algorithm of Social Marketing
    Step 1 - Identification of health problem &
    establishing methods for social marketing.

    Step 2 - Identification of priorities and


    implementation of affordable efforts

    Step 3 - Analysis of marketing activities,


    including social message
    Step 4 - Identification of target audience for
    each marketing component.

    Step 5 - Analyzing each marketing strategy to determine


    attitude & potential resistance with target groups.

    Step 6 - Identification of objectives for each


    target group
    Step7 - Designing and testing the social
    message

    Step 8 - Selection of marketing/distribution


    system

    Step 9 - Evaluate the impact of social


    messages
    Uses-
    Social marketing can be used to help
    combat many major fatal diseases-
    especially in children in developing
    countries, that can be prevented by
    vaccination, nutrition or hygiene.
    Even in developed societies, social
    marketing finds place in diet education
    programs to lower cholesterol levels or
    anti-smoking campaigns
    Limitations-
    It is most often focused on change in individual
    behavior whereas other health education techniques
    aim intervention at families, villages and
    communities.
    Social marketing may lead people to believe that a
    particular marketed behavior is better than other
    health promoting behaviors, which are not being
    marketed intensively.
    It often proves ineffective where major barriers
    (such as poverty, lack of health facilities, social
    discrimination and lack of political will) resist
    change in individual behavior.
     It is also ineffective where individual
    efforts are inadequate to achieve the desired
    behavior.
    Social marketing is often a labour and time
    intensive activity and obtaining adequate
    funds may be a problem.
    Mass media too is mostly aimed at an
    audience capable of paying, thus social
    marketing efforts by mass media are often
    poor in quality & ineffective.
     Accurate market analysis is most often not
    possible.
    Market segmentation, which is essential for
    targeting
    efforts towards the target audience, may itself be
    detrimental to efforts because of discrimination
    & stigma attached to such segmented behaviour.
    For example, clients of commercial sex Workers.
    Product strategy building is difficult in social
    marketing.
    Pricing strategy in social marketing is also a
    challenge
    Strategy for selecting channels for dissemination
    of social messages is a challenge since
    incentives & financial returns for the medium of
    distribution (such as a doctor or a hospital) are
    minimal, intangible and often non- financial.
    Communication options in social marketing are
    limited
    Social marketing programs often face failure due to
    limited knowledge of marketing principles among
    health planners.

    Such programs also often face opposition from


    competing groups (such as tobacco companies in anti-
    smoking campaigns and baby food manufactures in
    breast feeding campaigns).

    Evaluation of impact is especially difficult in


    case of social marketing because change in social
    & individual behaviour & attitude is complex and
    intangible with very few objective variables.
    THANKS

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