progression
DESCRIPTION
Information Dissemination. Malaria Job-aids in Kenya. Behavior Change Social Marketing. Smoking Cessation. Commodity Social Marketing. Use of Condoms in Philippines, Bangladesh, etc. Interactive Social Marketing/ Lite-Franchising. Malarine Treatment in Cambodia. Social Franchising. - PowerPoint PPT PresentationTRANSCRIPT
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.Montagu, Dominic
Information Dissemination Malaria Job-aids in Kenya
Behavior ChangeSocial Marketing
Smoking Cessation
Commodity Social Marketing
Use of Condoms inPhilippines, Bangladesh, etc.
Interactive Social Marketing/Lite-Franchising
Malarine Treatment in Cambodia
Social Franchising Smiling Sun Myanmar
Building Public/Private Partnership for Health System Strengthening
Social MarketingMaya Baltazar Herrera, FASP, PhD
Asian Institute of ManagementBali Hyatt Hotel, Sanur, Bali
21-25 June 2010
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
“Why can’t you sell brotherhood and rational thinking the way you sell soap?”
– Wiebe, 1952
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Definition of Social Marketing Role of Social Marketing in PPP
and the Health Sector Sample Social Marketing
Programs Changing the Social Contract:
Developing Social Marketing Programs
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Use of the tools and principles of social marketing in order to achieve a social good:◦ Accept new behavior
Use helmets when riding motorcycles◦ Abandon current behavior
Stop smoking◦ Reject potential behavior
Avoid alcohol when pregnant◦ Modify current behavior
Cook using heat that does not produce smoke
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Fundamental unit of marketing is the exchange◦ At least 2 parties◦ Each party has something the other wants◦ Goal is value maximization
Focus of social marketing is behavior change◦ Also at least 2 parties: policymakers and
target adopters of desired behavior◦ Policymakers reap the public good◦ Adopters goal is still value maximization
Value = benefit - cost
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Focus on target audience: target adopter of new behavior
Presumes that change in behavior is a voluntary act (WIIFM)
Enhances the factors that would increase likelihood of voluntary change in behavior
Matter of creating net perceived value = perceived benefits minus perceived costs◦ Enhance perceived benefit◦ Reduce perceived cost
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Continuing Desire
Price
Cost
DifferentiatingValues
ThresholdValues
Demand
SupportCompetencies
CoreCompetencies
Supply Creating Sustainability
Customer
Surplus
SupplierEarning
AffordabilityAlternatives
Source: Herrera, M.B. Asian Institute of Management
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Net Net Delivered Delivered
ValueValue
TOTAL TOTAL CUSTOMER CUSTOMER
COSTCOST
TOTAL TOTAL CUSTOMER CUSTOMER
VALUEVALUE
PRICEPRICE
Energy CostEnergy Cost
Psychic CostPsychic Cost
Time CostTime Cost
Product ValueProduct Value
Image ValueImage Value
Services Services ValueValue
Personnel Personnel ValueValue
EQUALS
EQUALS
LESS
LESS
Source: Lopez, T. Asian Institute of Management
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Tangible Product/Commodity◦ Control of Diarrheal
Diseases (e.g. Egypt 80’s)
◦ Contraceptive social marketing (Bangladesh 70’s to 80’s, Dominican Republic 80’s)
◦ Condom Promotion (Kenya 70’s)
Sustained Health Practice◦ Weaning projects
(Cameroon 80’s, Indonesia 80’s)
◦ Campaigns against smoking
Services Utilization◦ Vaccines and
Immunization (Colombia, 80’s Philippines 80’s)
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Sometimes the desired change in behavior is to promote the general use of a particular commodity (e.g. Condoms for safe sex)◦ The final desired behavior, then, is the use of
the commodity◦ Supporting behavior changes may be
necessary (e.g. of influencers)◦ Additional interventions may be required (e.g.
enhance the supply side)
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
More efficient markets in desirable products◦ Commodity-based marketing
Creating markets where they don’t exist◦ Non-existent supply◦ Uncertain unit of exchange, ethical issues◦ Example: donor organ market
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Sustainable, commercial
supply
TropicalFishermen
Usingcyanide
TropicalFishermen
Usingcyanide
Use nets instead TO EARN MORE
Use nets instead TO EARN MORE
Target AdoptersTarget Adopters
No communication traction until the
message is proven
Adoption depends on Availability
A critical mass is necessary
Earn more depends on Price:Effectivity
equation
Lopes, T. & Herrera, MBSource: Lopez, T. & Herrera, M.B. Asian Institute of Management
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Objective is a social good Many PPP interventions dependent on
reaching new (desired) market equilibrium for sustainability
Change in behavior necessary for achievement of goals◦ Main public is individuals, who make decisions
based on net perceived value◦ Other players contribute based on goal of
value maximization. Different player, different definition of value. Private sector: profit or mission LGE: political capital
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Social Marketing complex and multi-phased Private sector players can provide
expertise, reach, efficiency Private sector participation in social
marketing project can be based on:◦ Commercial transaction◦ Philanthropy◦ CSR
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Medical and family history Lifestyle choices Living situation Health-seeking behavior
◦ Timing, locus, treatment Challenges:
◦ Lack of information◦ Information assymetry◦ Affordability and availability of financing◦ Limited capacity and choice◦ Multiple decision-makers (patient, doctor,
payor)
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Increasing the adoption of a product, service or behavior change
Possible Objectives:◦ Enhance access◦ Increase alternatives; and enhance quality◦ Improve affordability
Volume-price dynamics◦ Increase Quality control◦ Improve effectiveness and/or efficiency
Especially appropriate when multiple decision-makers are involved (mass markets) and the objective is a degree of self-sustaining market equilibrium
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
◦ Changing mindset Providing better information Deliver information from an audience-focused point
of view◦ Enhancing perceived benefits
Message is important: What defines value? Improve product (e.g. lower dose pills)
◦ Decrease perceived cost Interventions to decrease price Interventions to increase availability and choice
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Enhancing pereived net value Interventions to increase demand to
commercial volumes Interventions to establish or strengthen
supply chain◦ Temporary support to manufacturer◦ Temporary support to distributor◦ Increase players
Supporting programs◦ Price control
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Vietnam: Over 11,136 people motorbike accident deaths annually between 2002 and 2006.
Ogilvy created a pro bono advertising campaign for the Asia Injury Prevention Foundation.
Multi-media: Television, print, postcard, radio and internet ads.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
•The Ogilvy Campaign•%age of helmet-wearing in Hanoi and Ho Chi Minh doubled (10.8% to 19.2%) in four months. •Campaign influenced legislation. Mandatory helmet wearing advanced to 2007 from 2008.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Vietnam Helmet Wearing Coalition
2-hour parade through HanoiOpen air concertNews stories
Stories of victims
Children are exempt from mandatory helmet-wearing
Cost is a barrier for many motorcycle riders
A coalition of public sector agencies, corporations and non-profits pursue a multi-pronged approach:
Awareness campaigns.Making helmets more affordable.Giving away helmets.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Many cases in Reproductive Heath – Condoms and Pills◦ Raja and Maya in Bangladesh◦ Trust in the Philippines
A mix of communication, initial subsidies and other (e.g. funding and financing) interventions
Two general approaches◦ NGO-based◦ Manufacturer-based
Financial Sustainability is key ◦ Unrealistic expectations often a cause of
failure
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Eliminating Leprosy in Sri Lanka◦ “Hidden” cases, high involvement decisions,
irrational fears◦ Promo: Communication campaign addressed
to “possibly infected” and influencers◦ Place: Increase treatment points-75 to 225◦ Price: Novartis Foundation provides MDT free
of charge◦ Monitoring: Opinions, epidemiology◦ Williams, et al. Social Marketing Quarterly, Summer 1998
Similar campaigns used for HIV/AIDS and TB
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
A recognizable identity Credibility Can be leveraged to other projects Can be leveraged to increase participation
When highly successful, the brand itself becomes a message
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Began in the 1980’s to address environmental concerns
Directed at children Historically highly
successful
Now on-line interactive
Expanded into forest conservation and waterways restoration
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Cause-Social Objective Change Agent-Individual/organization Target Adopters-Individuals/groups/societies Channels-Communication/distribution paths Change Strategy-Direction and program
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Analyze the social marketing environment
Researching and selecting the target adopter population
Designing social marketing strategies
Planning social marketing mix programs
Organizing, implementing, controlling, and evaluating the social marketing effort
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
KNOWLEDGEKNOWLEDGEATTITUDEATTITUDEPRACTICEPRACTICE
TargetTargetAdopterAdopterB
ehav
ior
Beh
avio
r
SupplierSupplier
Other Stakeholders, Other Stakeholders, InfluencersInfluencers
ProductProduct
PromotionPromotion
PricePrice
PlacePlace
Soc
ial M
ark
etin
g M
ixS
ocia
l Mar
ket
ing
Mix
Policy, PoliticsPolicy, Politics
PartnershipsPartnerships
Purse StringsPurse Strings
Source: Herrera, MB Asian Institute of Management
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Mindset
Input
HabitOrganizationCues
Belief
Attitude
Behavior
ActionFeelingThinking
Exposure
Attention
Retention
Mind share
Mindset
Source: Herrera, MB Asian Institute of Management
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Market Research Communications Campaign
◦ Professional Provider◦ NGO, FBO, MBO
Communities, Social Networks Follow up communication and monitoring Manufacturers Distributors Project Managers Evaluation
Why PPP?Capabilities &
Success
Why PPP?Capabilities &
Success
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Crusade
PopularCause
Managerial
Bureaucratic
WJ Schroer & Co.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
What is the objective? Who is the primary audience? What change in behavior are we looking
for? What other conditions are necessary to
achieve desired change in behavior? Who are other stakeholders, publics? Are there required changes in behaviors of
other publics?
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Early forms PSA’s and slogans Use of full range of marketing
techniques for social causes in 1960’s◦ Nutrition and health education
“Social Marketing” first coined by Kotler & Zaltman, 1971◦ Social change management strategy
Coincided with 1970’s push towards greater individual responsibility
Sources: Walsh et al, Social Marketing, for public health Ling et al, Social Marketing, its place in public health
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
What is it? What can it do? Is it even marketing? What is involved?
“Demarketing” Advertising to Communication to Social
Marketing Practice and Guidelines developed
◦1980’s (Kotler; Manoff)
Sources: Walsh et al, Social Marketing, for public health Ling et al, Social Marketing, its place in public health
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Does it work? What affects how well it works? Evaluation of methods, esp. of evaluation (after
only; no control groups) Earliest documented success: contraceptive
social marketing (Population Reports, 1980)◦ Preceded and enhanced by general
societal shifts in attitudes on sex & gender Identification of challenges involved in public
health Health related commercial marketing begins
Sources: Walsh et al, Social Marketing, for public health Ling et al, Social Marketing, its place in public health
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Social marketing much more pervasive in public health
Generally regarded as a useful tool Still little understood by many health
professionals Capabilities and expertise largely in the
private sector Integrate with allied practices ; Take a broad
view; Broader coalitions
Sources: Walsh et al, Social Marketing, for public health Ling et al, Social Marketing, its place in public health
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Segmentation and target market understanding critical
Strategies must address motivations of each sector
In implementation: leadership support and community participation are important; integrating learning from monitoring in implementation is critical
Source: Walsh et al, Social Marketing, for public health
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Theory versus Practice Research to know vs. Research to
show Market vs. Social values
Source: Walsh et al, Social Marketing, for public health
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Total Exposure, Gustav Carlson Walsh et al, Social Marketing for Public Health (w/ Primer) Ling et al, Social Marketing, its place in Public Health Social Marketing Quarterly www.social-marketing.org www.wpp.com (CSR) http://www.psp-one.com (USAID resource)
◦ Private Sector Partnerships for better health Managing Brand Equity, David Aaker WJ Schroer Co. – website Corporate Image, Wally Olins www.social-marketing.com
◦ What is Social Marketing?, Nedra Kline Weinreich Serrat, O. The Future of Social Marketing. ADB paper.
January 2010. (Note: Short and sweet primer)
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Short-term Change
Long-term Change
Micro(Individual)
Group(Organization)
Macro(Society)
BehaviorChange
Change in Norms
Macro(Society)
Lifestyle Change
OrganizationChange
Macro(Society)
Source: Levy & zaltman. Marketing, Society and Conflict, Prentice Hall, 1975
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Cell A Initiative to persuade men to be examined for colon cancer
- cost is low -action clearly benefits
the individual
Cell B Recycling programs
- cost is low - action benefits society
Cell CSmoking cessation program
- cost is (difficulty) is high -action clearly benefits
individual first
Cell DInitiative to reducechlorofluorocarbon (CFC)
- cost to affected chemical companies is high
- action benefits society
Cost is low
Cost is high
Intangible, societal benefits
Tangible, personal benefits
Source: Do Better at Doing Good; Rangan, Karim and Sandberg
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Cell A - clear, direct benefits - change is easy - communication and
information are key
Cell B - intangible, indirect benefits
- change is easy - ultimate benefits should be stressed - convenience is key
Cell C - clear, direct benefits - change is difficult - balancing communication efforts with strong support system is key
Cell D - intangible, indirect benefits - change is difficult
Try to reposition into Cell C; if repositioning is impossible:1) Try leveraging the enthusiasm of early adopters2) Try supply-side persuasion
Cost is low
Cost is high
Intangible, societal benefits
Tangible, personal benefits
Source: Do Better at Doing Good;
Rangan, Karim and Sandberg
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
OrientationBehaviorTheory Insight
ExchangeCompetitionSegmentationMethods Mix
Source: www.nsmcentre.org.uk
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
LEGISLATIONLEGISLATION ENFORCEMENTENFORCEMENT
SOCIAL PROBLEMS ARE NEVER UNITARY
Each element of a social problem is caused by and affect a unique set of the members of society ! A social product for each social
stakeholder!
SOCIAL PROBLEMS ARE NEVER UNITARY
Each element of a social problem is caused by and affect a unique set of the members of society ! A social product for each social
stakeholder!
Soil Nutrient DepletionSoil Nutrient Depletion
Waterways pollutionWaterways pollution
Air PollutionAir Pollution
Solid Waste ProliferationSolid Waste Proliferation
Over-fishingOver-fishing
Coral Reef DestructionCoral Reef Destruction
Forest denudationForest denudation
Single crop farmersSingle crop farmers
Riverbank industriesRiverbank industries
MotoristsMotorists
City dwellers/ businessesCity dwellers/ businesses
Commercial fishermenCommercial fishermen
Slash/Burn FarmersSlash/Burn Farmers
Cyanide fishermenCyanide fishermen
Source: Lopesz, T. MB Asian Institute of Management
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Driving Forces
Allies
Hindering Forces
Antagonists
Program Objective
What?
• Local Gov’t Units• NGOs• National Gov’t Agencies• PO’s and Volunteers• Media• Citizens
• Advocacy Groups withdifferent agenda
• Antagonistic LocalGov’t Official
• Weak Capabilities• National Gov’t
Agencies competing for budget allocation
Favorable Conditions
Improved Technology• Increasing Media Awareness• Increasing Interagency
Cooperation• Improving Image
Unfavorable Conditions
Poverty • Growing Population• Stressful Lifestyle• Disasters• Degraded Environment• Increasing Crime Rates• Migration of Talent• Low CAPEX Budget
Source: Herrera, MB Asian Institute of Management
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Demand-side◦ Target population◦ Constraints to demand
Supply-side◦ Characteristics of product
Is there a well-defined product? Is there a personal benefit for using that
product?◦ Potential producers
Optimal scale of production Constraints to production
◦ Potential retail outlets (not necessarily traditional outlets)
•Adapted from Hanson, Kara. “The State of the Market for Nets and Insecticides in Africa”
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.