10 hornston social marketing 05.17.07

8/8/2019 10 Hornston Social Marketing 05.17.07

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Health Communications and

Social Marketing for IPP

Sureyya E. Hornston, PhD, MPHSureyya E. Hornston, PhD, MPH

Centers for Disease Control and Prevention (CDC),Centers for Disease Control and Prevention (CDC),

Division of STD Prevention,Division of STD Prevention,

Behavioral Interventions and Research BranchBehavioral Interventions and Research BranchAtlanta, GAAtlanta, GA

May 17, 2007May 17, 2007


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Session Outline How does mind work? Facts andHow does mind work? Facts and

RealitiesRealities

Effective Health Communication EffortsEffective Health Communication Efforts

Incorporating Social Marketing PrinciplesIncorporating Social Marketing Principles

ResourcesResources

Whats next? Putting it all togetherWhats next? Putting it all together


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My Objectives: Introduce effective healthIntroduce effective health

communications and social marketingcommunications and social marketingprinciplesprinciples

Assist audience in starting to think like aAssist audience in starting to think like a

marketer for future IPP initiativesmarketer for future IPP initiatives


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Newsweek and Discovery

Channel Poll (2000)

83% of the respondents knew83% of the respondents knewabout the harmful effects of sugarabout the harmful effects of sugarand fatty foodsand fatty foods

Only 42% were seriously trying toOnly 42% were seriously trying toimprove their diets.improve their diets.


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Things to ponder about More information in the last 30 yrs. thanMore information in the last 30 yrs. than

in the previous 5000 yrs.in the previous 5000 yrs.

More than 4000 books publishedMore than 4000 books publishedaround the world every day.around the world every day.

As volume increases, is any of theAs volume increases, is any of the

information getting into peoplesinformation getting into peoplesminds???minds???


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Positioning AN

D Re-positioning MIND: The ultimate marketing battlegroundMIND: The ultimate marketing battleground

The better understanding of how mind worksThe better understanding of how mind works= the better positioning= the better positioning

Positioning and rePositioning and re--positioning determine howpositioning determine howpeople will think about your Product/process/people will think about your Product/process/ideaidea Appeal via the benefitsAppeal via the benefits


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Understanding the MI

ND

Minds are limited.Minds are limited.

Minds hate confusion and can loseMinds hate confusion and can losefocus easily.focus easily.

Minds are insecure.Minds are insecure.

Minds dont change easily.Minds dont change easily.


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Minds are limited

First, get through the volume controlFirst, get through the volume control

Second, the message is in shortSecond, the message is in short--termterm

memory (Rule of Seven)memory (Rule of Seven)

Third, it must be transferred to longThird, it must be transferred to long--termtermmemory (80% never gets transferred!)memory (80% never gets transferred!)

WHY?? Because, minds have to be selective.WHY?? Because, minds have to be selective.

Message = Not interesting, not emotional.Message = Not interesting, not emotional.


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Minds hate confusion and can

lose focus easily. Information and dataInformation and data

More information = More confusionMore information = More confusion

SolutionSolution::

Bite size information that is easilyBite size information that is easilyunderstood and KISSunderstood and KISS

Focus on a few powerful informationFocus on a few powerful informationand drive it into the mind.and drive it into the mind.


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Minds are insecure

Most people tend to do what others doMost people tend to do what others do

Principle of social proofPrinciple of social proof

Behavior is correct = others perform itBehavior is correct = others perform it

This can be a conduit to influencingThis can be a conduit to influencingbehaviors by:behaviors by:

TestimonialsTestimonials

Creating a bandwagon effectCreating a bandwagon effect


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Minds dont change easily

Belief systems are important from theBelief systems are important from theperspective of information, because beliefsperspective of information, because beliefs

are thought to provide the cognitiveare thought to provide the cognitive

foundation of an attitude. In order to changefoundation of an attitude. In order to changean attitude, it is necessary to modify thean attitude, it is necessary to modify the

information on which the attitude rests. It isinformation on which the attitude rests. It is

therefore, necessary to change a personstherefore, necessary to change a persons

beliefs, eliminate old beliefs, or introducebeliefs, eliminate old beliefs, or introducenew beliefs.new beliefs.

Attitudes & Perceptions by Drs. Petty andAttitudes & Perceptions by Drs. Petty and

CacioppoCacioppo


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What can we do?

Effective CommunicationEffective Communication

ANDAND

Social Marketing can helpSocial Marketing can help


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Effective healthEffective health

communication effortscommunication efforts

Segment the general populationSegment the general population

andand Target specific audiences with specific healthTarget specific audiences with specific health

messages (Audience segmentation)messages (Audience segmentation)

ONE SIZEONE SIZE DOES NOTDOES NOT FIT ALL!FIT ALL!


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Benefits of audience segmentation

Effective use of resourcesEffective use of resources

Culturally competent, customized strategiesCulturally competent, customized strategies

Appropriate channels of communicationAppropriate channels of communication

Providing pportunity to establish partnershipsProviding pportunity to establish partnerships

with audience focuswith audience focus

Identification of the easier to changeIdentification of the easier to changeaudiences (Diffusion of Innovations Theory)audiences (Diffusion of Innovations Theory)


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Segmenting the general

population DemographicsDemographics

Physical/Medical historyPhysical/Medical history

Behavioral characteristicsBehavioral characteristics(Doers versus Non(Doers versus Non--Doers)Doers)


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Effective health communicationefforts (Contd.)

Develop audienceDevelop audience--centeredcenteredmessages with a consumermessages with a consumerperspectiveperspective

Capture and secure the attention ofCapture and secure the attention ofthe right audiencethe right audience


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Effective health communication

efforts (Contd.) Make messages crystal clear, and includeMake messages crystal clear, and include

easy action stepseasy action steps appropriate for theappropriate for the

audiences stage of readinessaudiences stage of readinessExampleExample::

Target audience at PreTarget audience at Pre--contemplation: Nocontemplation: Noperceived risk/relevanceperceived risk/relevance -- IncreaseIncrease

awarenessawareness Target audience at Contemplation: PromoteTarget audience at Contemplation: Promote

benefits, minimize perceived costsbenefits, minimize perceived costs


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efforts (Contd.)

For message deliveryFor message delivery

Involve a multiInvolve a multi--pronged systemspronged systemsapproach (Different modes andapproach (Different modes andchannels)channels)

Plenty of repeat messaging (OnePlenty of repeat messaging (One--timetimemessaging does not work!)messaging does not work!)


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efforts (Contd.)

Base communication interventionsBase communication interventionson a behavioral theory or modelon a behavioral theory or model

Consider using social marketingConsider using social marketingprinciples and techniquesprinciples and techniques


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What is Social Marketing?

Social marketing is...Social marketing is...The application ofThe application ofcommercial marketing techniques to thecommercial marketing techniques to the

analysis, planning, execution,andanalysis, planning, execution,and

evaluation of programs designed toevaluation of programs designed to

influence the voluntary behavior ofinfluence the voluntary behavior of

target audiences in order to improvetarget audiences in order to improve

their personal welfare and that of theirtheir personal welfare and that of their

society.society. Alan AndreasonAlan Andreason


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Social Marketing isthe design, implementation and controlthe design, implementation and control

of programs aimed at increasing theof programs aimed at increasing the

acceptability of a social idea or practiceacceptability of a social idea or practicein one group of target adopters.in one group of target adopters.

Philip Kotler and Gerald ZaltmanPhilip Kotler and Gerald Zaltman


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Social Marketing is not AdvertisingAdvertising

Public relationsPublic relations

Slick packaging of communication materialsSlick packaging of communication materials

Condom distributionCondom distribution

Health educationHealth education


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Difference between HealthEducation/Promotion and Social

Marketing? Health education/PromoHealth education/Promo: Relays: Relays

information, and educates individualsinformation, and educates individuals

about a certain health issueabout a certain health issue

END PRODUCT: Individuals who areEND PRODUCT: Individuals who areeducatededucated

SMingSMing: Focuses on exchange of: Focuses on exchange ofvalue, competition, and carefulvalue, competition, and carefulaudience segmentationaudience segmentation

END PRODUCT: Behavior changeEND PRODUCT: Behavior change


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Social Marketing:

A Model for Interventions that

Facilitate Change

What is the healthproblem?

What actions couldreduce the problem

POLICY/RULES THATINFLUENCETHE ACTION

Policy, rules, legislation

WHOMUST ACTTORESOLVE PROBLEM

Target audienceStakeholder,group,or

individual marketresearch

WHAT ACTION MUSTBETAKEN

Product or Behavior

HOW YOU TELLTHEM ABOUTTHE WHAT, WHY, WHERE,

AND HOW

Promotion or CommunicationPricingIncreasing knowledge

Increasing benefitsDecreasing barriers

Improving self-efficacyIncreasing social pressure

or norms

WHERE (HOW) THEY CAN

DOBEHAVIORPlace

community resourcespartnershipsspecific clinicsproduct offering sites**may be where they learn howto do behavior (training)

classroom teachingmass media messagesmedia advocacysmall group discussionpatient/doctor interactionpoint of purchase displayscommunity meetingsworksite education

ETC,ETC

describing the action in a waythat is relevant to the targetaudience and helps fulfill some

unmet need, but not contraryto science

Social Marketing as a Model for Interventions that Facilitate Change

Dr. Susan D. Kirby, 1995

Methods we can use to increasesocial pressure, provideprotection for public,create action by third parties, andcreate incentives for health

enhancing policies

WHY THEY WANT

TODO IT


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Social Marketing Elements WHOWHO needs to changeneeds to change

WHATWHAT must they DOmust they DO

WHYWHY andand WHYWHY they mightthey mightNOTNOT do this behaviordo this behavior

WHERE or WHENWHERE or WHEN they will getthey will get

access, learn how, or see newaccess, learn how, or see new

behaviorbehavior

HOWHOW you will tell them aboutyou will tell them about

the WHO, WHAT, WHY,the WHO, WHAT, WHY,

WHERE and WHENWHERE and WHEN

Intended AudienceIntended Audience

Specific behavioralSpecific behavioralobjectiveobjective

Key factors influencingKey factors influencingbehavior in audiencebehavior in audience

Interventions thatInterventions thataddress the behavioraladdress the behavioral

influencing factorsinfluencing factors

CommunicationCommunicationcomponent ofcomponent ofintervention plansintervention plans


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Four Ps of Social Marketing

ProductProduct

PricePrice

PlacePlace

PromotionPromotion Pull & Push

Policy


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(Contd.)Product:

Tangible (e.g. Condoms,Tangible (e.g. Condoms,medication)medication)

Intangible (Behavior change amongIntangible (Behavior change amongcertain target audiences to do thecertain target audiences to do theintended behavior)intended behavior)


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(Contd.)Price:Price:

Direct cost of the product in $$sDirect cost of the product in $$s

Indirect cost of the productIndirect cost of the product(psychological, social, situational)(psychological, social, situational)


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(Contd.)Place:Place:

Message dissemination (viaMessage dissemination (viaelectronic or print media, billboards,electronic or print media, billboards,

etc.)etc.)

Product distributionProduct distribution

Going where the customer isGoing where the customer is


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(Contd.)Promotion:Promotion:

Communicate to the targetaudience(s) that the product is

worth the price.


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Other Ps of Social MarketingPull & Push:Pull & Push:

Two strategies that work togetherTwo strategies that work together Push is aimed at the distributorPush is aimed at the distributor

Pull is aimed at the consumerPull is aimed at the consumer

Reinforcing, synergistic effectReinforcing, synergistic effect


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Exercise One

What is the Price?What is the Price?


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Everyone is tuned into

.WIIIFM.WIIIFM


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Everyone is tuned intoWhatWhat

IsIsInInItItForForMe??Me??

WIIIFMWIIIFM


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Everyone is tuned intoWhatWhat

IsIsInInItIt

ForForMe??Me??

WIIIFMWIIIFM


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WIIIFM in Social Marketing If you do X you will get YIf you do X you will get Y

X is a behaviorX is a behaviorY is something valued byY is something valued by

audienceaudience

tangibletangible

intangibleintangible


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Incorporating WIIIFM Think from audience perspectiveThink from audience perspective

Address influencing factors from theirAddress influencing factors from their

perspectiveperspective Communicate from their perspectiveCommunicate from their perspective

Finding a MATCH between the desiredFinding a MATCH between the desiredprogram behavior and WHY theprogram behavior and WHY theaudience might WANT to do itaudience might WANT to do it


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Whose Payoff?Marketing Dept. ofMarketing Dept. of

XYZ CompanyXYZ Company

GOAL = $$GOAL = $$

DoesDoes notnot tell audiencetell audienceto buy products, so theto buy products, so thecompany will make $$company will make $$

UnderstandsUnderstandsaudienceaudience

Fills an audienceFills an audienceneedneed

Tells audience howTells audience howproduct fills theirproduct fills theirneedneed

Us: Health Education orUs: Health Education orCommunicationCommunicationprogramprogram

GOAL = DecreaseGOAL = Decreaseincidence/(incidence/(--)behavior)behavior

Tells audience thatTells audience thatnumbers are bad andnumbers are bad andthey need to bethey need to bebetterbetter

Tells audiencesTells audienceswhat to do withoutwhat to do withoutany audience viewany audience view

Not framed acc. toNot framed acc. toaudiences needsaudiences needs


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Health is not an end in itselfIt is a means to a valued end

Our job is to translate the value of aOur job is to translate the value of a

behavior into the audiencesbehavior into the audienceslanguagelanguage

Values vary greatly across peopleValues vary greatly across peoplea major reason to segmenta major reason to segment

populationspopulations


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Exercise Two

Whose Benefit?Whose Benefit?

WIIIFM?WIIIFM?


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Resources

STD Communications DatabaseSTD Communications Database

ResearchResearch -- Syphilis EliminationSyphilis Elimination

Effort (SEE) ToolkitEffort (SEE) Toolkit


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What is STD Communications

Database?A webA web--based tool that enhancesbased tool that enhances

formative researchformative research

http://www.cdc.gov/std/commdata/http://www.cdc.gov/std/commdata/

Information on characteristics,Information on characteristics,

knowledge, attitudes, behaviors, andknowledge, attitudes, behaviors, andpractices (KABPs) of various targetpractices (KABPs) of various targetaudiences and ataudiences and at--risk populations onrisk populations on

matters relating to STDsmatters relating to STDs


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What is SEE Community

Mobilization Toolkit?

A toolkit containingA toolkit containingaudienceaudience--specificspecific

productsproducts PurposePurpose: Give state: Give state

and local healthand local healthdepartments thedepartments the

tools to reach outtools to reach outand build necessaryand build necessarycoalitions for syphiliscoalitions for syphiliselimination workelimination work


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WHO?WHO? -- Selected targetSelected target

audiencesaudiences

Policy Makers/Opinion LeadersPolicy Makers/Opinion Leaders

Health Care ProvidersHealth Care Providers

Community RepresentativesCommunity Representatives


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Methodology How?

Literature review and environmental scanningLiterature review and environmental scanning

Formative researchFormative research

Recruitment via snowball sampling techniqueRecruitment via snowball sampling technique

OpenOpen--ended key informant interviews (238ended key informant interviews (238

interviews at nine sites)interviews at nine sites)

Data analysisData analysis


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WHAT? - Research Questions

Perceived severity of syphilisPerceived severity of syphilis

Barriers and overcoming theseBarriers and overcoming these

barriersbarriersSuggested messages, tones,Suggested messages, tones,

spokespersonsspokespersons

Preferred methods and channels ofPreferred methods and channels ofreceiving informationreceiving information

Relationship between HIV and syphilisRelationship between HIV and syphilis


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Findings

A)A)Barriers to recognition of syphilis asBarriers to recognition of syphilis asan important PH issue and toan important PH issue and to

garnering support:garnering support:

Lack of awareness and knowledgeLack of awareness and knowledgeabout syphilisabout syphilis

Characterization of syphilis as aCharacterization of syphilis as asecond class diseasesecond class disease StigmaStigma

Lack of advocacy and spokespersonsLack of advocacy and spokespersons


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Barriers to recognition of syphilis as

an important PH issue and to

garnering support (Contd)

Difficulty of talking about mattersDifficulty of talking about mattersrelating to sex and STDsrelating to sex and STDs

Lack of funds and resourcesLack of funds and resources

Distrust of govt institutionsDistrust of govt institutions

Separate approaches for each STD andSeparate approaches for each STD and

HIVHIV

Competition from other issuesCompetition from other issues

Issues relating to reimbursementIssues relating to reimbursement


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Findings

B) Overcoming these barriersB) Overcoming these barriers

Increase knowledge and awarenessIncrease knowledge and awareness

about syphilis among TAabout syphilis among TA

Increase knowledge and awarenessIncrease knowledge and awareness

about syphilis in general publicabout syphilis in general public Increase fundingIncrease funding


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Suggested messages, tones,

spokespersons (Contd.)

Elected Officials preferred localElected Officials preferred localcommunity leaderscommunity leaders

Opinion Leaders: Local and natlOpinion Leaders: Local and natlcelebrities, political leaders ascelebrities, political leaders asspokespersonsspokespersons

CBOs emphasized the importance ofCBOs emphasized the importance ofclergys role, and culturally sensitiveclergys role, and culturally sensitivemessagesmessages


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Suggested messages, tones,

spokespersons (Contd.)HCP:HCP: Medical authority (Surgeon General, CDC,Medical authority (Surgeon General, CDC,

professional organizations)professional organizations)

Need for clarification of what syphilisNeed for clarification of what syphiliselimination meanselimination means

Simple treatment protocols and guidelinesSimple treatment protocols and guidelines

Info. on prevalence, signs, symptomsInfo. on prevalence, signs, symptoms

Relevance of syphilis to ones practiceRelevance of syphilis to ones practice

Guidance on sexual history takingGuidance on sexual history taking


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Findings

D) Preferred method/channels ofD) Preferred method/channels of

receiving informationreceiving information

CBOs and community leadersCBOs and community leaders: Internet: Internetand mass media, newslettersand mass media, newsletters

HC providersHC providers: Professional literature: Professional literature

and meetings, newsletters, other HCPsand meetings, newsletters, other HCPs Elected OfficialsElected Officials: Internet, mass media,: Internet, mass media,

newsletters from authoritative sourcesnewsletters from authoritative sources


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Summary of FindingsSummary of Findings

Main Gaps in Knowledge and AwarenessMain Gaps in Knowledge and Awareness

Signs and symptoms of syphilis

Syphilis is a disease of yesterday

National Syphilis Elimination Plan

What to do with these


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What to do with these

findings?

Increase knowledge and awarenessIncrease knowledge and awarenessabout syphilis among selected targetabout syphilis among selected targetaudiences and in general publicaudiences and in general public

BY:BY:Developing factDeveloping fact--filled, culturallyfilled, culturally

sensitive communication materials withsensitive communication materials with

a serious tone for all target audiencesa serious tone for all target audiences

ANDAND

facilitate community mobilizationfacilitate community mobilization


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A Sampling of SEEToolkit

MaterialsCommunity Mobilization GuideCommunity Mobilization Guide

Various brochuresVarious brochures

CameraCamera--ready print adsready print ads

Syphilis pocket guide and sexual

history taking pamphlet for healthcare providers (HCPs)


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A Sampling of SEEToolkit

Materials (cont.)

Tip sheetsTip sheets

Contact lists (Local CBOs and PolicyContact lists (Local CBOs and PolicyMakers)Makers)

MSMMSM--specific materialsspecific materials


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Availability of SEE Toolkit

Materials (Contd.) On the web:On the web:

CDC Warehouse (Order by phone or viaCDC Warehouse (Order by phone or viathe order form online)the order form online)

http://www.cdc.gov/std/see/http://www.cdc.gov/std/see/


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In summaryFor each target audience segmentFor each target audience segment

Identify benefits that matter to the target audienceIdentify benefits that matter to the target audience

Consider ALL costs and barriers to the suggested behaviorsConsider ALL costs and barriers to the suggested behaviors

Also consider the WIIIFMAlso consider the WIIIFM

Make the suggested behavior easy to do or break it down toMake the suggested behavior easy to do or break it down to

easy action steps based on the stage of readinesseasy action steps based on the stage of readiness

Deliver messages in a clear, uncluttered and uniform mannerDeliver messages in a clear, uncluttered and uniform manner

For message delivery, involve a multiFor message delivery, involve a multi--pronged systemspronged systemsapproach with plenty of repeat messagingapproach with plenty of repeat messaging


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CDCs Commitment to You

TrainingTraining

Technical assistanceTechnical assistance


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Wrap up & Questions

THANKYOU!


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Exercise Three

Whats next?Whats next?

10 hornston social marketing 05.17.07

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