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Social Marketing in a Public Health Context


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Introduction to social marketing for public health students at George Washington University School of Public Health and Health Services

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Social Marketing in a Public Health Context

  1. 1. Social Marketing in a Public Health Context R. Craig Lefebvre, PhD Social Marketing: Theory and Practice George Washington University School of Public Health and Health Services January 22, 2007
  2. 4. The Bangkok Charter for Health Promotion in a Globalized World <ul><li>Scope: The Bangkok Charter identifies actions, commitments and pledges required to address the determinants of health in a globalized world through health promotion. </li></ul><ul><li>Progress towards a healthier world requires strong political action, broad participation and sustained advocacy. </li></ul><ul><li>Health promotion has an established repertoire of proven effective strategies which need to be fully utilized. </li></ul>
  3. 5. Bangkok Charter: Required Actions <ul><li>advocate for health based on human rights and solidarity </li></ul><ul><li>invest in sustainable policies, actions and infrastructure to address the determinants of health </li></ul><ul><li>build capacity for policy development, leadership, health promotion practice, knowledge transfer and research, and health literacy </li></ul><ul><li>regulate and legislate to ensure a high level of protection from harm and enable equal opportunity for health and well-being for all people </li></ul><ul><li>partner and build alliances with public, private, nongovernmental and international organizations and civil society to create sustainable actions. </li></ul>
  4. 6. Bangkok Charter: Key Commitments <ul><li>The four key commitments are to make the promotion of health: </li></ul><ul><ul><li>central to the global development agenda </li></ul></ul><ul><ul><li>a core responsibility for all of government </li></ul></ul><ul><ul><li>a key focus of communities and civil society </li></ul></ul><ul><ul><li>a requirement for good corporate practice. </li></ul></ul>
  5. 7. What is Social Marketing? <ul><li>&quot;… the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society&quot; (Andreasen, 1995). </li></ul>
  6. 8. What is Social Marketing? <ul><li>Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, eject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole (Kotler, Roberto & Lee, 2002). </li></ul><ul><li>Social marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment and communities) as well as the target audience (Kotler, Lee & Rothschild, 2007). </li></ul>
  7. 9. What is Social Marketing? <ul><li>Health Marketing involves creating , communicating , and delivering health information and interventions using customer-centered and science-based strategies to protect and promote the health of diverse populations (CDC, 2006). </li></ul><ul><li>… the application of the marketing concept, commercial marketing techniques and other social change techniques to achieving individual behaviour changes and social structural changes that are consistent with the UN Declaration of Human Rights (Donovan & Henley, 2003). </li></ul>
  8. 10. What is Social Marketing? <ul><li>Social marketing is the adaptation of marketing to public health imperatives (p.35)…it is a strategy for translating scientific findings about health and nutrition into education and action programs adopted from methodologies of commercial marketing. </li></ul><ul><li>… it is more than research, product design and distribution, diffusion of information, or the formulation and implementation of a communication strategy. It may include introduction of a new product (e.g., oral rehydration salts), the modification of existing ones (e.g., iodized salt), restricted consumption of others (e.g., cigarettes, infant formula), and promotion of structural change in existing institutions (e.g., food stamps, hospital practices). Social marketing may be exclusively educational (e.g., restriction of sodium consumption) yet still be obliged to do missionary work with food companies for sodium-reduced products (Manoff, 1985,) </li></ul>
  9. 11. What It Is Not! <ul><li>Not-for-profit marketing – building membership base and fund-raising </li></ul><ul><li>Cause-related marketing – sales benefit a prosocial cause </li></ul><ul><li>Prosocial marketing – prosocial messages to support sales and positioning </li></ul><ul><li>Societal marketing – corporate social responsibility efforts </li></ul><ul><li>Corporate philanthropy – usually direct and indirect benefits to companies profits and brands (Donovan & Henley, 2003) </li></ul>