“ A social change management technology involving the design, implementation and control of programs aimed at increasing the acceptability of a social idea or practice in one or more groups of target adopters. It utilizes concepts of market segmentation, consumer research, product concept development and testing, directed communication, facilitation, incentives and exchange theory to maximise the target adopter’s response” (Kotler and Roberto,1989) .
Some confusion… Health Education Health Promotion
Based on broadcast ideas
- Not communication
Not really marketing, actually!
Marketing Target Audience Organisa- tion Wants/ Desires Supply I understand the consumer why they choose us What and How we help them achieve their goals I’m understood by the organisation They deliver: What I want Where I want it How I want it Voluntary Exchange
“ is an activity that seeks to inform the individual on the nature and causes of health/illness and that individual’s personal level of risk associated with their lifestyle-related behaviour. Health education seeks to motivate the individual to accept a process of behavioural-change through directly influencing their value, belief and attitude systems, where it is deemed that the individual is particularly at risk or has already been affected by illness / disease or disability”. (Whitehead, 2004)
Health promotion seeks to radically transform and empower communities through involving them in activities that influence their public health – particularly via agenda setting , political lobbing and advocacy , critical consciousness-raising and social education programmes. Health promotion tools look to develop and reform social structures through developing participation between representative stakeholders in different sectors and agencies” (Whitehead, 2004)
It’s in the family… Health Promotion Health Education Social Marketing
Do-gooders Organisation Let’s be good “ corporate citizens” Cause Related Marketing Corporate Social Responsibility Societal/ Sustainable Marketing It’s kind of social ,… but not really Social Marketing
Finally… PRESS RELEASE! Jupiter Media announced its “ Social Marketing” service, with which it aims to enable website owners to profit from social media. It’s what happens if you don’t keep up-to-date! It’s actually called Social Media Optimisation Social Media: Blogs, MicroBlogs, vWOM, Forums, Web 2.0