Utilizing Social Marketing
to Translate Research in Public Health
Amy Beaudreault, PhD Candidate
Research Communication Specialist
Nationwide Children’s Hospital
Amy.Beaudreault@NationwideChildrens.org
NationwideChildrens.org
Ohio Hospital Association Annual Meeting
June 15-17, 2009
Columbus, OH

Presentation Objectives
• To define and give examples of social marketing, social media
and translational research.
• To describe why social marketing and translational research
are beneficial to society, especially overall health.
• To present examples of social marketing and translational
research from The Research Institute at Nationwide
Children’s Hospital.

Howmany of you…
• Went to a health fair and picked up educational materials on
heart disease, quitting smoking, skin cancer, etc.?
• Read a blog? Are on Twitter? Have a Facebook account?
Watch YouTube?
• Watched, read or discussed with friends or peers a health-
related news topic such as the dangers of furniture tip-overs
or the increase in pediatric obesity?
• Went to a health-related Web site to find information about a
certain topic?

W is social m
hat arketing, social media and translational
research?
Social Marketing
Application of commercial marketing techniques to social problems
Social Media
Consumer-generated content (including social networking sites); Web 2.0
applications or tools that shift the way individuals learn and share content
(Facebook, blogs, YouTube, Twitter, Linkedin)
Translational Research (2 definitions)
T1: Research into practice (and vice versa)—new treatments and research
knowledge reach the doctors who care for patients; can start in the clinical
setting, and then drive the research back to the lab
T2: Community interventions bring the findings from T1 to the public

Where social marketing fits?
Patient/ Translational Research
Problem 1
Translational Research
Social Marketing
2
Social Media
Consumer

Timeline of terms
‘60s ‘80s ‘94 ‘97 ‘98 ‘99 ‘03 ‘05 ‘06 ‘09
Social 1st social YouTube Twitter
SM starts in India SM Web 2.0 Social
family planning growth Marketing networking coined networking Facebook
Quarterly site • Science
programs sites
published Translational
flourish Research
1st news
blog published
•American Journal
Blog growth of Translational
Research
Journal of published
Translational •200 mil users on
Research Facebook
SM=Social Marketing published
•10 mil tweets daily
SM focuses on
changing behavior
instead of ideas

Benefits of social marketing
• Behavior change
• Education
• Policy change
• Health promotion
• Research into resources
• Coalition/Alliance building

W em
ho ploys social marketing
• Community service programs
• Community organizations
• Health departments
• State & federal agencies
• Hospitals
• Universities
• Associations
• Extension
• Even businesses are starting…

Social Marketing fram ork
ew
• Program planning
• Understanding research
• Target audience
• Budget
• Intervention development
• Evaluation
And…application of the four Ps

The four Ps of Social Marketing
• Product
 Set of benefits associated with behavior goal
 “What will people gain when behavior performed?”
 Product must provide solution to problem
• Place
 Where and when (how is product/program accessed?)
• Price
 Time, effort, financial, lifestyle
• Promotion
 Media, advertising, outreach activities

Nationw Children’ Exam
ide s ples
Furniture Tip-Over Injuries
Products
 Research published in Clinical Pediatrics
 Press release and video news release
 Prevention fact sheet
 Media coverage
Price
 Costs related to human resources for research, development of products,
promotion of products and media requests
Place
 Global focused; Internet
Promotion
 Distribution of press and video release, research article
and fact sheet. Featured on Today Show, NY Times, NPR…

Nationw Children’ Exam
ide s ples
Long-Term Dangers of Severe Concussions
Products
 Research published in Pediatrics
 Press release and video news release
 Research Brief
 Article in NCH Research publications
Price
 Costs related to human resources for research, development of products,
promotion of products and media requests
Place
 Global focused; Internet
Promotion
 Distribution of press and video release, research article,
Research Brief and NCH publications

Social Marketing is not…
• Only advertising
• A one approach model
• Only media exposure
• Driven by personal agendas
• Fiscally-profited oriented
• Easy

Howcan Social Marketing help your hospital?
• Improve health
• Change behavior
• Increase your hospital’s reputation as a leading source for
health information
• Build community alliances and partnerships
• Influence policy
• Educate employees
• Influence employee recruitment
• Build brand

Factors to rem ber in behavior change
em
External
• Policies
• Access
• Skills
• Consequences
• Cultural norms/beliefs/values
Internal
• Knowledge
• Attitudes/perceptions
• Perceived risk
• Perceived consequences
• Self efficacy

Questions