Using Social Marketing Strategies to Increase ChlamydiaScreening R. Craig Lefebvre, PhD Research Professor, George Washington University School of Public Health and Health Services Chief maven, socialShifting National Chlamydia Coalition 4 December 2009
How Effective are Health Communication Campaigns? 5%
What the Research on Health Campaigns Doesn’t Tell You Behaviors need to be relevant to audiences – not producers Opportunities and access to engage in behaviors is necessary Incentives, not barriers, determine behavior change People live in social networks
What is Social Marketing? Focused on audiences, their wants and needs, aspirations, lifestyle, freedom of choice Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs Designing behaviors that fit their reality (compatibility) Rebalancing incentives and costs for maintaining or changing behaviors (relative advantage and risk) Creating opportunities and access to try, practice and sustain behaviors (trialability) Promoting (communicating) these behaviors, incentives and opportunities to priority audiences (communicability)
Exploring the Marketing Mix Home testing kits Improved service delivery (appointment-setting0 Make it mobile (National SexInfo) Pop-up clinics (retail spaces for 10-20 days) Blogger/vlogger outreach (Y-Pulse) Reach to poor and underserved groups
Platform: IPTV technology (Internet Protocol Television) to deliver targeted, culturally and linguistically appropriate patient education and wellness programming. Audience:Patients and providers in Federally certified rural health clinics (RHCs), federally qualified health centers (FQHCs), and critical access hospitals (CAHs). Delivery: PHTv installed at the point-of-care with targeted programming that can improve knowledge and prompt requests for STD information and testing. Partner: CDC/HRSA Advisory Committee on HIV and STD Prevention and Treatment.