social marketing
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SOCIAL MARKETING. applications in public health. Dr Babar T Shaikh The Aga Khan University, Karachi, Pakistan. SOCIAL MARKETING. Enabling Objectives: To learn the basic concepts of social marketing to understand ways of performing social marketing in developing countries - PowerPoint PPT PresentationTRANSCRIPT
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SOCIAL MARKETINGSOCIAL MARKETING
Dr Babar T Shaikh
The Aga Khan University, Karachi, Pakistan
applications in public health
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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
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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
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What is Social Marketing?
It is a marketing strategy modeled after corporate
marketing, used by health professionals to develop
successful health messages.
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Social Marketing
• What makes social marketing different than other social change strategies?
• How is it different from what you are doing right now?
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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
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Social Marketing
Potential Applications• Promote healthy behavior
• Promote services
• Increase utilization rates
• Improve customer satisfaction
• Enhance compliance
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Social Marketing
Social Marketing’s Popularity• It works by bringing about
behavior change
• More cost effective
• Reaches larger numbers
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Social Marketing
Distinguishing Features of Social Marketing
• Exchange theory• Consumer orientation• Data based decision making• Competition• Willingness to change offer
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Social Marketing
# 1 Consumer Orientation• Understand consumer perceptions
• Which benefits they find attractive
• Costs or barriers that deter them
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Social Marketing
Put Simply, Consumer Orientation Means
• Understand what they want and need
• Respond to their wants and needs
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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
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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
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Social Marketing
#4 Competition
• Marketers keep a steady eye on the competition
• Marketers position products relative to the competition
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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
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Social Marketing
Top Down Planning• Expert driven
• Best practices
• Literature review
Traditional Approach to Health Education Messages
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Social Marketing
In Other Words…• We will tell you what you need and
want (expert driven)
• Offer everyone same product, price, place and promotion
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Social Marketing
Social Marketing Uses A Interdisciplinary Approach
• Social anthropology
• Behavior psychology
• Communications
• Education
• Commercial Marketing
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Social Marketing
Demographics• Age
• Gender
• Ethnicity
• Geographical area
• Education level
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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
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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
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Social Marketing
Marketing• Audience segmentation• Product development• Pricing• Testing• Distribution
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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?
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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
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Social Marketing
The Four P’sof Social Marketing
Product Price
Place Promotion
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Social Marketing
Product
What we’re offering people:• Service
• Behavior
• Commodity (tangible goods)
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Social Marketing
Product Must BeSolution to a problem:• Benefits• Unique• Competitive
Real:• Defined in terms of the user’s beliefs,
practices, and values
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Social Marketing
PriceThe cost of adopting the product:• Money• Time• Pleasure• Loss of self-esteem• Embarrassment
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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
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Social Marketing
Promotion
Message design elements:• Type of appeal
• Tone
• Spokesperson
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Social Marketing
Social Marketing Works!• It brings about behavior change
• More cost effective by reaching larger numbers