Planning your social marketing campaign


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Craig Lister, NHS Bedfordshire

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Planning your social marketing campaign

  1. 1. Social Marketing Conference:Changing Behaviour Through Communications 30 November 2011
  2. 2. Planning your (Health) Social Marketing campaign Craig Lister NHS Bedfordshire
  3. 3. My background• Military• Health and Fitness (Charity) sector• NHS Public Health Manager – Obesity lead – Chair; National Obesity Forum EoE – NHS Health Checks lead• A physiologist by trade but…
  4. 4. What’s the starting point?• Identified need (who is your customer)• Who’s money is being spent, public/charity?• What’s the opportunity cost?• Where’s the evidence?• Oversight and Scrutiny
  5. 5. Rationale• Public Health responsibility is moving to Local Authority in April 2013• What are you seeking to change?• Why?• What happens if there is change?• What happens if there is no change?• Is there equity?• Nudge, don’t push!
  6. 6. PoorerHealth Change impact No change line Some change Change lineBetterHealth Time Does the cost outweigh the benefit – does this matter?
  7. 7. Critical factors• Understand the message (perspective)• Early audience engagement• Remember: We do what we want to, not what we need to!• Identify a new normal• Provide a supportive environment Supporting Change programme environment
  8. 8. Case study 1• To ensure dental services are available to everyone who needs them which reflects Improving Lives, Saving Lives pledge four (2009/11). – Increase access to NHS dental services – Dispel the myth that NHS dentists are hard to find – Explain the charging structure and empower people to challenge
  9. 9. Reaching the audienceDirect mailing with a freepost responseoption to 195,853 householdsLocal media campaignNHS Bedfordshire website, with a postcode search24-hour dental helpline supported by NHSDirectInformation in practices (dental and GP)and in community pharmacies Outdoor advertising on buses and at Bedford and Flitwick railway stations Google adwords
  10. 10. Outcomes• 1000 new patients accessing NHS dental care• IPOS Mori poll identified highest awareness of dental charges in EoE• Establishment of a new mobile surgery• 50% increase in calls requesting information• Nearly 1800 freepost slips returned• > 4000 people clicked through Google adwords• A total of 16,000 contacts.• Continued improvement
  11. 11. A tougher challenge
  12. 12. What are you thinking right now?
  13. 13. Identify rationale• What are we seeking to change? – Lifestyle behaviours that lead to obesity, specifically poor food choice, large portion sizes, low habitual PA• Why? – Current levels present an unsustainable demand on the NHS and social care budget• What happens if there is change? – People will become healthier and have higher self esteem leading to further positive health behaviours• What will happen if there is no change? – Levels of obesity and co-morbidities will rise and treatment will become more selective leading to an increase in inequalities
  14. 14. Set expectations• What is realistic? – Reduced obesity increase and then reduction, earlier improvements in co-morbidities• When can we achieve this? – 5 to 10 years (localised milestones)• How will we know? – NCMP, Health Checks• Who will benefit (can this be quantified)? – Everyone as costs are community wide• What will it cost/what is the budget?
  15. 15. Reduce Family Obesity• What’s your message?• How will you test this? • Maximise the• How will you deliver it? value• What’s the support? • Minimise the price• How will you assess impact?
  16. 16. Uncomfortable truths
  17. 17. Instant reward culture