Using Social Marketing Strategies to Increase ChlamydiaScreening<br />R. Craig Lefebvre, PhD<br />Research Professor, Geor...
What is Social Marketing?<br />
What is social marketing?<br />Viewing ideas, practices, and social causes in the context of markets.<br />Applying market...
Markets Are Conversations<br />
How Effective are Health Communication Campaigns?<br />5%<br />
What the Research on Health Campaigns Doesn’t Tell You<br />Behaviors need to be relevant to audiences – not producers<br ...
Thinking Like A Social Marketer<br />
What is Social Marketing?<br />Focused on audiences, their wants and needs, aspirations, lifestyle, freedom of choice<br /...
And From Some Sponsors<br />
Exploring the Marketing Mix<br />Home testing kits <br />Improved service delivery (appointment-setting0<br />Make it mobi...
Platform: IPTV technology (Internet Protocol Television) to deliver targeted, culturally and linguistically appropriate pa...
How It Works<br />
Demographics of RHC and FQHC Patients<br />
Thank You!<br />
Upcoming SlideShare
Loading in …5
×

R. Craig Lefebvre: Using Social Marketing Strategies To Increase Chlamydia Screening

1,387 views

Published on

Using Social Marketing Strategies to Increase Chlamydia Screening by R. Craig Lefebvre, Ph.D

Published in: Business, Health & Medicine
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,387
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
35
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

R. Craig Lefebvre: Using Social Marketing Strategies To Increase Chlamydia Screening

  1. 1. Using Social Marketing Strategies to Increase ChlamydiaScreening<br />R. Craig Lefebvre, PhD<br />Research Professor, George Washington University School of Public Health and Health Services<br />Chief maven, socialShifting<br />National Chlamydia Coalition<br />4 December 2009<br />
  2. 2. What is Social Marketing?<br />
  3. 3. What is social marketing?<br />Viewing ideas, practices, and social causes in the context of markets.<br />Applying marketing thought and techniques to public/social goods.<br />
  4. 4. Markets Are Conversations<br />
  5. 5. How Effective are Health Communication Campaigns?<br />5%<br />
  6. 6. What the Research on Health Campaigns Doesn’t Tell You<br />Behaviors need to be relevant to audiences – not producers<br />Opportunities and access to engage in behaviors is necessary<br />Incentives, not barriers, determine behavior change<br />People live in social networks<br />
  7. 7. Thinking Like A Social Marketer<br />
  8. 8. What is Social Marketing?<br />Focused on audiences, their wants and needs, aspirations, lifestyle, freedom of choice<br />Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs<br />Designing behaviors that fit their reality (compatibility)<br />Rebalancing incentives and costs for maintaining or changing behaviors (relative advantage and risk)<br />Creating opportunities and access to try, practice and sustain behaviors (trialability)<br />Promoting (communicating) these behaviors, incentives and opportunities to priority audiences (communicability)<br />
  9. 9. And From Some Sponsors<br />
  10. 10. Exploring the Marketing Mix<br />Home testing kits <br />Improved service delivery (appointment-setting0<br />Make it mobile (National SexInfo) <br />Pop-up clinics (retail spaces for 10-20 days)<br />Blogger/vlogger outreach (Y-Pulse)<br />Reach to poor and underserved groups<br />
  11. 11. Platform: IPTV technology (Internet Protocol Television) to deliver targeted, culturally and linguistically appropriate patient education and wellness programming.<br />Audience:Patients and providers in Federally certified rural health clinics (RHCs), federally qualified health centers (FQHCs), and critical access hospitals (CAHs). <br />Delivery: PHTv installed at the point-of-care with targeted programming that can improve knowledge and prompt requests for STD information and testing.<br />Partner: CDC/HRSA Advisory Committee on HIV and STD Prevention and Treatment.<br />
  12. 12. How It Works<br />
  13. 13. Demographics of RHC and FQHC Patients<br />
  14. 14. Thank You!<br />

×