Basic introduction to social marketing and health behavior.

1. Basic element of social
marketing
報告人 魏文一

2. 社會行銷的概念
 主張組織應向消費者傳遞更高價值的概念，讓
消費者了解產品或服務能維持或提升消費者與
社會的福利
 衡量滿足消費者短期欲望與長期社會福利的厲
害關係

3. Basic element of social marketing

4. Product= Customer Solution
Developing and Enhancing Popular
Programs and Services

5. three principles
consumer orientation
audience segmentation
meet basic needs

6. consumer orientation
 know the customer
 research method
 qualitative method
 quantitative method
 Purpose: define the product and audience
 is essential for
 product/message design
 creating distribution
 communication strategy
 provide foundation for behavior strategies
 based on multidimensional understanding of needs and
wants
 meet them

7. audience segmentation
 one product for one specific population group
 divide them into segments
 based on
 psychological profile
 life style, personality, communication habits, readiness
for change, and perceived needs
 geography
 region, county, census tract
 demography
 age, gender, family size, occupation, race, social class
 social structure
 worksites, churches, voluntary agency, family, legislative
bodies

8. audience segmentation
consumer analysis purpose
 define target audience
 identify specific population
segments
 describe the audience's core
values
 tools: market research, focus
group

9. meet basic needs
 rather than simply to provide a material object or
service
 should view their product in function terms
 type
 tangible products
 condoms, medications
 intangible product
 changing views in AIDS, changing perception in quality of care
 example:12-2
 challenge
 connect the desired change to existing value in specific
audience

10. Table 12-2
Desired action Product/benefit Core Values
Prevent smoking
initiation
Freedom from nicotine addiction Freedom
Independence form tobacco industry
manipulation
Independence
control
Rebellion against an industry that is trying to
trick you, seduce you, addict you, and kill you
Rebellion
Practice safe sex
Freedom from AIDS Freedom
Independence from virus that is afflicting your
friends and communities
Independence
Control over your destiny Control rebellion
Exercise more often Identify as physically strong and attractive
person in control of your appearance
Freedom
independence

11. Place= Convenience

12. how to bring the product to
audience
 selection of appropriate channel
 think creatively

13. communication channels
 interpersonal channels
 family, friends, healthcare providers
 group channels
 mobilization of community, civil society
organization
 mass media channels
 print, radio, TV

14. use of channels
 multiple channels to disseminate the message
 radio- publicize the slogan
 community visits by field workers- reach the rural areas
 posters and billboards- create a visual image for buzz
 T-shirts- stimulate encourage advocacy by satisfied users
 follow up survey:
 No single channel reached more than 50% population, all
channels 83%

15. need to consider diverse channels
 advertising
 free media
 events
 organized groups
 personal contacts
 entertainment

16. Price= Customer Cost

17. deciding on price involves
 monetary cost
 non-monetary cost
 social cost, time cost, physical cost
 create a substantial barrier to use of a
product and adoption of a idea

18. price can also served a symbol of value
of potential users
 high price means high value
 low price means low value
 free product
 reduce financial barriers to access
 unnecessary usage and waste

19. influences the relationship between
patient and provider
 free service-patient feel powerless, and
reality of poor quality
 can reduce willingness

20. social marketer should think about
their goals and the market
 source of information of price setting
 assessment of the costs involved
 prices of similar product from competitors
 price sensitivity of the target audience

21. Pricing objectives
maximizing the number of product
adopters
social equity
cost recovery
de-marketing
profit maximization

22. maximizing the number of product
adopters
 product and service can be offered at
low price or free
 effect
 the perception of low quality, discourage use
 encourage overuse and waste, creating
inefficiency
 nominally free may not be free in practice,
affect this goal

23. social equity
 adopt a graduated price structure in income level
 insurance premiums exemptions in poor group
 price discrimination
 reduce financial barriers to poor patients
 require a method for determining the economic
status of buyers
 administratively costly, subject to favoritism or corruption
 use innovative strategies
 such as offering low-priced products in particular
geographic districts
 price vary with quality

24. cost recovery
 a fixed price can be selected to defray a suitable of
costs
 high cost recovery
 intended to promote program sustainability
 low cost recovery
 achieve greater product adoption by consumers
 zero cost recovery
 design to achieve greater product adoption by consumers
 major questions about the poor patients who is
discouraged from utilizing health services
 reflecting the price elasticity of different income groups

25. de-marketing
 set high price in order to reduce use
considered undesirable on objective
 high taxes on alcohol or cigarette for
reducing consumption
 especially for price sensitive groups
 equity concern

26. profit maximization
 not commonly used for social products
 classical monopoly strategy

27. classical monopoly strategy
 price discrimination
 different prices are set for social products
 based on each segment's price elasticity
 multinational pharmaceutical companies

28. Promotion =Communication

29. tasks
decide on the content of message
how to present the message
decide on the channel of
communication
triggers

30. decide on the content of message
 create an effective communication strategy
 product and audience, place to reach
audience, price of the product
 draw on information about 4 aspects
 physical/technical feature
 sensory feature
 functional benefits
 emotional/psychological benefits

31. how to present the message
 don't sell what you want, sell what they want
 strategy of emotion followed by logic
 beginning with product's benefit to customer
 structuring the order of information by specific
target group and their response
 need to be empathetic and believable to persuade people
to accept the discomfort and risks of behavior change

32. decide on the channel of
communication
mass communication
personal communication
selective communication

33. mass communication
 paid coverage
 allow reformer to control the content and timing of
messages; budget constrains can reduce the effectiveness
of this approach
 free coverage
 less reliable and controllable than AD
 develop good media relations
 preparing press releases
 organizing press conference
 conducting one-on-one briefings
 provide a hook for reporters

34. personal communication
 enhance its credibility and acceptability
 choosing a place and a messenger
 methods
 social events
 star player
 personal selling
 peer or respected authority
 entertainment
 social group

35. selective communication
 directive mail, telemarketing
 less relevant in most low-income
countries

36. triggers
 decide on actions that will trigger the
adoption of the product
 free sample
 contest, sweepstake
 continuity programs

37. methods
 mass communication
 personal communication
 triggers

38. 案例分析：台灣菸害防治推動行銷
 產品策略
 Developing and enhancing popular programs
and services
 定價策略
 Setting motivating prices, incentives, and
disincentives
 通路策略
 Optimizing distribution channels
 推廣策略
 Communicating with key publics

39. 核心
商品
實質
商品
延伸
商品
產品結構

40. 產品發展過程
1. 構想產
生
2. 構想篩
選
3. 概念發
展
與測試
4. 行銷策
略
5. 商業分
析
6. 產品發
展
7. 試銷
8. 商品化

41. 價格策略
 制定產品、計劃和服務的價格
 決定價格目標
 評估市場需求
 產品的成本
 誘因決策
 提升既有的銷售表現（購買、參與度、法規遵
守程度）

42. 誘因策略矩陣
金錢性誘因
減少發生期望行為
的成本
非金錢性誘因
提高期望行為的
認知價值
非金錢性懲罰
減少競爭行為的
認知價值
金錢性懲罰
提高發生競爭行為
的成本
A B
C D
鼓勵期望行為 打擊競爭性行為
金
錢
非
金
錢
鼓勵購買產品或服務
遵守法律
自願進行期望行為
減少購買對手產品
減少忽略法律
減少不合期望行為

43. 通路策略
 通路對社會行銷的影響：
 計畫的參與程度
 服務的使用程度
 法規的遵守程度
 產品購買率
 滿意度
 通路決策標準
 為機構帶來最大收益
 為消費者創造最佳使用經驗

44. 大
▲
政
府
機
構
的
經
濟
效
益
▼
小
低 ◄ 服務之於公民的便利價值 ► 高
一般優先選項
•降低成本 / 提高利潤
•可能降低預期行為或滿意度
高優先選項
•降低成本 / 提高利潤
•能提高預期行為或滿意度
通路選擇優先順序
一般優先選項
•增加成本 / 不能提高利潤
•能提高預期行為或滿意度
低優先選項
•增加成本 / 不能提高利潤
•可能降低預期行為或滿意度

45. 推廣策略
 發展溝通訊息內容：
 希望目標對象知道什麼？
 希望目標對象相信什麼？
 希望目標對象採取什麼行為？
 關鍵：維持簡單 / 聚焦利益 / 用字生動 / 容易記
憶
 選擇傳遞訊息的人
 專業 / 可靠性 / 吸引力

46. 整合性行銷溝通
人員銷售
大眾媒體
廣 告
公共關係
特殊活動
標示與展示物 直效行銷
印刷品
一致、清楚且有效地
組織產品的訊息