1. Health
Communication
Academic posters for Festival of
thinkers Tuesday 25th March

2. Learning Outcomes
• 1. Explain concepts in health
communication and role of social
marketing, including definitions of theories
and key terms and how social marketing is
different from traditional public health
planning.
• 2. Create a researched problem
description for a social marketing plan.

3. Tasks
• Individually produce an academic
poster based on your research with
Dr Margaret
• In teams identify, coordinate and
produce key elements of the social
marketing process
– Produce a poster template
– Produce a rationale for the work
– Initiate a timeframe with key
deliverables & stakeholder

4. The Ps model for
marketing
• The marketer E. Jerome McCarthy proposed a four
Ps classification in 1960, which has since been used
by marketers throughout the world.[1]
 Product
- A product is seen as an item that
satisfies what a consumer needs or wants.
It is a tangible good or an intangible
service
 Price
- The price is the amount a customer pays
for the product

5. 4Ps cont.
 Promotion
- represents all of the methods of
communication that a marketer may use
to provide information to different parties
about the product
 Place
-refers to providing the product at a place
which is convenient for consumers to
access

6. This was extended to the
7 Ps
• Physical evidence
- here refers to the research evidence
• People
- here refers to the audience
• Process
- refers to the processes and systems
within the organization that affects the
project

7. Social Marketing
• Social Marketing applies the
principles of marketing to address
social problems by influencing
behavior change.
• Social marketing requires:
– A “customer” focused approach
– Voluntary behaviour change
– An exchange
– Individual or societal benefit (rather
than corporate benefit or profit)

8. Segmentation Process
• Identify most relevant variables
for segmentation
• Segment individuals
• Select target group(s)
• Select important secondary
targets
– Gatekeepers, influencers,
stakeholders

9. Process
Social
marketing
process
Describe the
issue
Research
Create
strategy
Plan
intervention
Plan
monitoring
&
Evaluation
Implement

10. Key areas to consider
Target
Audience
Barriers
Cost benefit
Determinants
of behaviour
Theory of
behaviour
change
Competition

11. Example from NHS

12. Design work
• Look at this guidance here

13. • Social Marketing Lite: Ideas for folks
with small budgets and big problems
http://www.aed.org/Publications/upload
/Social-Marketing-Lite-1st-ed.pdf
• The Basics of Social Marketing
http://www.turningpointprogram.org/Pa
ges/pdfs/social_market/smc_basics.pdf