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R. Craig Lefebvre: Using Social Marketing Strategies To Increase Chlamydia Screening
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R. Craig Lefebvre: Using Social Marketing Strategies To Increase Chlamydia Screening

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Using Social Marketing Strategies to Increase Chlamydia Screening by R. Craig Lefebvre, Ph.D

Using Social Marketing Strategies to Increase Chlamydia Screening by R. Craig Lefebvre, Ph.D

Published in: Business, Health & Medicine

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  • 1. 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
  • 2. What is Social Marketing?
  • 3. What is social marketing?
    Viewing ideas, practices, and social causes in the context of markets.
    Applying marketing thought and techniques to public/social goods.
  • 4. Markets Are Conversations
  • 5. How Effective are Health Communication Campaigns?
    5%
  • 6. 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
  • 7. Thinking Like A Social Marketer
  • 8. 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)
  • 9. And From Some Sponsors
  • 10. 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
  • 11. 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.
  • 12. How It Works
  • 13. Demographics of RHC and FQHC Patients
  • 14. Thank You!