Social Marketing & Health Promotion 1

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Social Marketing, Health Promotion, promozione della salute

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Social Marketing & Health Promotion 1

  1. 1. Health policies Organization Evaluation “SOCIAL GOOD” PROCESS OUTCOME ………….. PUBLIC Or/& PRIVATE 1 2 3 Social Marketing Giuseppe Fattori
  2. 2. 1. Policies
  3. 3. POLICIES - Health marketing Social Marketing Services Marketing
  4. 4. POLICIES - Health marketing Social marketing Product marketing Brand marketing Healthy LifeStyles Services Identity Community Patients Stakeholders Object Target Modified from: Rappini, Del Vecchio 2011
  5. 5. POLICIES - Social marketing 1. Countries Developing CountriesDeveloped Countries Modified from: Lefebvre 2011 structural changebehavioural change
  6. 6. POLICIES - Social marketing 2. Culture North American PerspectiveUK Perspective Modified from: French 2011
  7. 7. Bismarck batte Beveridge. La classifica dell’Euro-Canada Health Consumer Index
  8. 8. 3. Financing INSURANCESTAX Priority setting Priority setting Public goodPublic good Fattori 2011 POLICIES - Social marketing
  9. 9. marketing alongside other concepts and techniques… Fattori 2011 - modified from French, Blair-Stevens 2006 “SOCIAL GOOD”FOR WHO decides? HOW decides? Who are social marketers? What is it? Social marketing POLICIES - Social marketing / Social Good
  10. 10. Health Promotion – How decisions are made Who decides?
  11. 11. Health promotion Social marketing Health promotion as the overaching concept, including and incorporating social marketing Social marketing for health and specialised health promotion J. Griffiths, C. Blair-Stevens, A. Thorpe - 2008
  12. 12. 1 2 3 4 5 6 Goodstadt, 2007 Integration of Health Promotion Practice
  13. 13. 2. Organization
  14. 14. Research and development Production Quality Health Promotion Units Marketing Communication FIAT 500
  15. 15. Councils School University Third Sector Regional Agency for Environmental Prevention Entrepreneurs Sport sector Cultural sector Social construction of health = SOCIAL GOOD Health promotion Department: •Health Education •Social marketing •Health communication •Budget •Professional training • Evaluation Citizens Trade Unions Local Health Unit Examples: • Publications • Events/Fairs • Internet/Intranet • Web 2.0 • Radio • TV •… Values – Objectives Laws Nations – Regions Organization Laws Nations - Regions Activities Local Health Units Councils ORGANIZATION - Social marketing Health Promotion Organization
  16. 16. 3. Evaluation
  17. 17. Evaluation – Health Promotion Evidence Based Health Promotion (EBHP) Evidence Based Medicine (EBM) evidence of effectiveness community change
  18. 18. EBM = Your Doctor Wants You To Smoke
  19. 19. Evaluation - Social marketing / S-ROI Social-ROI LISTER, G., MCVEY, D., FRENCH, J., BLAIR-STEVENS, D., & MERRITT, R. (2007) For every £1 spent on preventative health promotion, the state could save from £34 to over £200 in health spending
  20. 20. Evaluation - Social marketing / Time Time Modified from: Cugeilman 2010 Although social marketing has been shown to work in various studies, this does not mean that it offers a cost-effective solution. It is one thing to know whether social marketing works, and another to know whether this approach offers a good return on investment, in terms of social outcomes.
  21. 21. Evaluation - Social marketing / Time
  22. 22. Evaluation - Social marketing Nancy Lee, 2011 Where’s the beef? Social marketing in tough times
  23. 23. Evaluation – Where is the beef? Lee 2011 INPUTS OUTPUTS OUTCOMES IMPACT ROI
  24. 24. Evaluation Fattori 2012: modified from: Nutbeam What do you expect from this intervention? %achievements time AWARENESS BELIEFS BEHAVIOR 5 a day (fruits, vegetables) CHANGE IN HEALTH DISEASE
  25. 25. 4. Activities Our Experience in Italy
  26. 26. POLICIES: national, regional and local Regional Social and Health Plan Emilia-Romagna Local Health Plan of Modena National Social and Health Plan
  27. 27. The local path Priorities Objectives Activities ECONOMIC COMPATIBILITY PARTNERSHIP Local Health Plan of Modena Evaluation
  28. 28. LEVELS OF RESPONSIBILITY Technical Responsibility Political Responsibility Technical Commission (Public Health Professionals) Conference of Mayors District CoordinationActivities Proposals Objectives Evaluation Local Health Plan of Modena Managerial Responsibility Objectives
  29. 29. ORGANIZATION Conference of Mayors District Coordination Proposals Objectives Objectives Evaluation Priorities: 1 – Smoke 2 – Alcohol 3 – AIDS/STD 4 – Nutrition 5 – Physical Activity 6 – Dependencies ………. Health & Social Welfare Local Plan Social Policies, Health Policies, Education… Local Health Unit Departments Third Sector Local Health Plan of Modena Activities Technical Commission (Public Health Professionals)
  30. 30. Priority setting Activities Evaluation Partnership – levels of collaboration PARTNERS: Charity, Citizens, Unions, Businesses Associations, Donors, …
  31. 31. Partnership and Audience Segmentation dancing with the stars
  32. 32. “A vision without action is a dream. Action without vision is nonsense. A vision with action can change the world” Joel Arthur Barker If interested: fattori@marketingsociale.net

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