This document provides an overview of social marketing. It begins with defining social marketing and its objectives. Social marketing aims to influence the acceptability of social ideas and behaviors by applying commercial marketing principles. It discusses the 4Ps framework of social marketing - product, price, place and promotion. Several theories used in social marketing are explained, including the transtheoretical model, health belief model, theory of planned behavior, social cognitive theory and social norms theory. The document outlines the steps involved in social marketing from identifying the problem and target audience to designing messages, implementation and evaluation. It also compares commercial versus social marketing and discusses how commercial marketing principles are applied in social marketing.
Reader can get basic concept of Social marketing. This topic may be helpful for future references. Now-a-days, understanding of commercial marketing concept for social good for improving health of the community as whole is very much necessary.
Reader can get basic concept of Social marketing. This topic may be helpful for future references. Now-a-days, understanding of commercial marketing concept for social good for improving health of the community as whole is very much necessary.
An introduction to social marketing, including an overview of the marketing mix in social marketing, and a case study on one of Australia's most influential social marketing campaigns - Freedom from Fear
This is basics of SBCC- Theories of behavior change and health communication. This has been developed using presentations and study materials I received as a student. This also include definitions and charts/models used in other presentations already available in the web and not my original work.
Definition of Social Marketing, first published in Dann, S âRedefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing disciplineâ, Journal of Business Research (2009) doi:10.1016/j.jbusres.2009.02.013
Negative Publicity: How People Process It and How Brands Should Respond to It...Socialphysicist
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This deck presents case studies and a review of the cognitive theories behind how people process negative information about a brand, and suggests factors that a brand should consider before responding to a scandal.
PLEASE NOTE:
1. See speaker notes for more info on each slide
2. Drop me an e-mail if you would like a copy (e-mail address on front slide).
3. Link to full paper - it's behind a paywall unfortunately :(
http://www.esomar.org/web/publication/paper.php?id=2171
HEALTH COMMUNICATION & MASS MEDIA IN PUBLIC HEALTHAminu Kende
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The media is an important ally in any public health situation. It serves the role of being a source of correct information as well as an advocate for correct health behaviors. But before the media can take on that role, it needs to understand the virus, the issues surrounding it, policy and practices, and finally, recommended correct behaviors. Role of mass media in public health
This presentation describes what is new public health with adapted components from the previous eras of public health. Health promotion and evolution of public health is covered here.
An introduction to social marketing, including an overview of the marketing mix in social marketing, and a case study on one of Australia's most influential social marketing campaigns - Freedom from Fear
This is basics of SBCC- Theories of behavior change and health communication. This has been developed using presentations and study materials I received as a student. This also include definitions and charts/models used in other presentations already available in the web and not my original work.
Definition of Social Marketing, first published in Dann, S âRedefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing disciplineâ, Journal of Business Research (2009) doi:10.1016/j.jbusres.2009.02.013
Negative Publicity: How People Process It and How Brands Should Respond to It...Socialphysicist
Â
This deck presents case studies and a review of the cognitive theories behind how people process negative information about a brand, and suggests factors that a brand should consider before responding to a scandal.
PLEASE NOTE:
1. See speaker notes for more info on each slide
2. Drop me an e-mail if you would like a copy (e-mail address on front slide).
3. Link to full paper - it's behind a paywall unfortunately :(
http://www.esomar.org/web/publication/paper.php?id=2171
HEALTH COMMUNICATION & MASS MEDIA IN PUBLIC HEALTHAminu Kende
Â
The media is an important ally in any public health situation. It serves the role of being a source of correct information as well as an advocate for correct health behaviors. But before the media can take on that role, it needs to understand the virus, the issues surrounding it, policy and practices, and finally, recommended correct behaviors. Role of mass media in public health
This presentation describes what is new public health with adapted components from the previous eras of public health. Health promotion and evolution of public health is covered here.
The social marketing is being done to aware the customers about the products and services. Some of corporate or government policies, new tech in market.
Impact of social media on consumer spending.pdfAniket Kangane
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My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Recomendaçþes da OMS sobre cuidados maternos e neonatais para uma experiência pós-natal positiva.
Em consonância com os ODS â Objetivos do Desenvolvimento SustentĂĄvel e a EstratĂŠgia Global para a SaĂşde das Mulheres, Crianças e Adolescentes, e aplicando uma abordagem baseada nos direitos humanos, os esforços de cuidados pĂłs-natais devem expandir-se para alĂŠm da cobertura e da simples sobrevivĂŞncia, de modo a incluir cuidados de qualidade.
Estas diretrizes visam melhorar a qualidade dos cuidados pĂłs-natais essenciais e de rotina prestados Ă s mulheres e aos recĂŠm-nascidos, com o objetivo final de melhorar a saĂşde e o bem-estar materno e neonatal.
Uma âexperiĂŞncia pĂłs-natal positivaâ ĂŠ um resultado importante para todas as mulheres que dĂŁo Ă luz e para os seus recĂŠm-nascidos, estabelecendo as bases para a melhoria da saĂşde e do bem-estar a curto e longo prazo. Uma experiĂŞncia pĂłs-natal positiva ĂŠ definida como aquela em que as mulheres, pessoas que gestam, os recĂŠm-nascidos, os casais, os pais, os cuidadores e as famĂlias recebem informação consistente, garantia e apoio de profissionais de saĂşde motivados; e onde um sistema de saĂşde flexĂvel e com recursos reconheça as necessidades das mulheres e dos bebĂŞs e respeite o seu contexto cultural.
Estas diretrizes consolidadas apresentam algumas recomendaçþes novas e jĂĄ bem fundamentadas sobre cuidados pĂłs-natais de rotina para mulheres e neonatos que recebem cuidados no pĂłs-parto em unidades de saĂşde ou na comunidade, independentemente dos recursos disponĂveis.
Ă fornecido um conjunto abrangente de recomendaçþes para cuidados durante o perĂodo puerperal, com ĂŞnfase nos cuidados essenciais que todas as mulheres e recĂŠm-nascidos devem receber, e com a devida atenção Ă qualidade dos cuidados; isto ĂŠ, a entrega e a experiĂŞncia do cuidado recebido. Estas diretrizes atualizam e ampliam as recomendaçþes da OMS de 2014 sobre cuidados pĂłs-natais da mĂŁe e do recĂŠm-nascido e complementam as atuais diretrizes da OMS sobre a gestĂŁo de complicaçþes pĂłs-natais.
O estabelecimento da amamentação e o manejo das principais intercorrências Ê contemplada.
Recomendamos muito.
Vamos discutir essas recomendaçþes no nosso curso de pós-graduação em Aleitamento no Instituto Ciclos.
Esta publicação sĂł estĂĄ disponĂvel em inglĂŞs atĂŠ o momento.
Prof. Marcus Renato de Carvalho
www.agostodourado.com
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micro teaching on communication m.sc nursing.pdfAnurag Sharma
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Microteaching is a unique model of practice teaching. It is a viable instrument for the. desired change in the teaching behavior or the behavior potential which, in specified types of real. classroom situations, tends to facilitate the achievement of specified types of objectives.
- Video recording of this lecture in English language: https://youtu.be/lK81BzxMqdo
- Video recording of this lecture in Arabic language: https://youtu.be/Ve4P0COk9OI
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
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Ethanol (CH3CH2OH), or beverage alcohol, is a two-carbon alcohol
that is rapidly distributed in the body and brain. Ethanol alters many
neurochemical systems and has rewarding and addictive properties. It
is the oldest recreational drug and likely contributes to more morbidity,
mortality, and public health costs than all illicit drugs combined. The
5th edition of the Diagnostic and Statistical Manual of Mental Disorders
(DSM-5) integrates alcohol abuse and alcohol dependence into a single
disorder called alcohol use disorder (AUD), with mild, moderate,
and severe subclassifications (American Psychiatric Association, 2013).
In the DSM-5, all types of substance abuse and dependence have been
combined into a single substance use disorder (SUD) on a continuum
from mild to severe. A diagnosis of AUD requires that at least two of
the 11 DSM-5 behaviors be present within a 12-month period (mild
AUD: 2â3 criteria; moderate AUD: 4â5 criteria; severe AUD: 6â11 criteria).
The four main behavioral effects of AUD are impaired control over
drinking, negative social consequences, risky use, and altered physiological
effects (tolerance, withdrawal). This chapter presents an overview
of the prevalence and harmful consequences of AUD in the U.S.,
the systemic nature of the disease, neurocircuitry and stages of AUD,
comorbidities, fetal alcohol spectrum disorders, genetic risk factors, and
pharmacotherapies for AUD.
Report Back from SGO 2024: Whatâs the Latest in Cervical Cancer?bkling
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Are you curious about whatâs new in cervical cancer research or unsure what the findings mean? Join Dr. Emily Ko, a gynecologic oncologist at Penn Medicine, to learn about the latest updates from the Society of Gynecologic Oncology (SGO) 2024 Annual Meeting on Womenâs Cancer. Dr. Ko will discuss what the research presented at the conference means for you and answer your questions about the new developments.
Tom Selleck Health: A Comprehensive Look at the Iconic Actorâs Wellness Journeygreendigital
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Tom Selleck, an enduring figure in Hollywood. has captivated audiences for decades with his rugged charm, iconic moustache. and memorable roles in television and film. From his breakout role as Thomas Magnum in Magnum P.I. to his current portrayal of Frank Reagan in Blue Bloods. Selleck's career has spanned over 50 years. But beyond his professional achievements. fans have often been curious about Tom Selleck Health. especially as he has aged in the public eye.
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Introduction
Many have been interested in Tom Selleck health. not only because of his enduring presence on screen but also because of the challenges. and lifestyle choices he has faced and made over the years. This article delves into the various aspects of Tom Selleck health. exploring his fitness regimen, diet, mental health. and the challenges he has encountered as he ages. We'll look at how he maintains his well-being. the health issues he has faced, and his approach to ageing .
Early Life and Career
Childhood and Athletic Beginnings
Tom Selleck was born on January 29, 1945, in Detroit, Michigan, and grew up in Sherman Oaks, California. From an early age, he was involved in sports, particularly basketball. which played a significant role in his physical development. His athletic pursuits continued into college. where he attended the University of Southern California (USC) on a basketball scholarship. This early involvement in sports laid a strong foundation for his physical health and disciplined lifestyle.
Transition to Acting
Selleck's transition from an athlete to an actor came with its physical demands. His first significant role in "Magnum P.I." required him to perform various stunts and maintain a fit appearance. This role, which he played from 1980 to 1988. necessitated a rigorous fitness routine to meet the show's demands. setting the stage for his long-term commitment to health and wellness.
Fitness Regimen
Workout Routine
Tom Selleck health and fitness regimen has evolved. adapting to his changing roles and age. During his "Magnum, P.I." days. Selleck's workouts were intense and focused on building and maintaining muscle mass. His routine included weightlifting, cardiovascular exercises. and specific training for the stunts he performed on the show.
Selleck adjusted his fitness routine as he aged to suit his body's needs. Today, his workouts focus on maintaining flexibility, strength, and cardiovascular health. He incorporates low-impact exercises such as swimming, walking, and light weightlifting. This balanced approach helps him stay fit without putting undue strain on his joints and muscles.
Importance of Flexibility and Mobility
In recent years, Selleck has emphasized the importance of flexibility and mobility in his fitness regimen. Understanding the natural decline in muscle mass and joint flexibility with age. he includes stretching and yoga in his routine. These practices help prevent injuries, improve posture, and maintain mobilit
These simplified slides by Dr. Sidra Arshad present an overview of the non-respiratory functions of the respiratory tract.
Learning objectives:
1. Enlist the non-respiratory functions of the respiratory tract
2. Briefly explain how these functions are carried out
3. Discuss the significance of dead space
4. Differentiate between minute ventilation and alveolar ventilation
5. Describe the cough and sneeze reflexes
Study Resources:
1. Chapter 39, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 34, Ganongâs Review of Medical Physiology, 26th edition
3. Chapter 17, Human Physiology by Lauralee Sherwood, 9th edition
4. Non-respiratory functions of the lungs https://academic.oup.com/bjaed/article/13/3/98/278874
2. OVERVIEW
⢠INTRODUCTION
⢠DEFINITION AND OBJECTIVES
⢠WHERE IS SOCIAL MARKETING APPLIED
⢠COMMERCIAL VS SOCIAL MARKETING
⢠4Pâs OF SOCIAL MARKETING
⢠THEORIES IN SOCIAL MARKETING
⢠STEPS OF SOCIAL MARKETING
⢠COMMERCIAL MARKETING PRINCIPLES IN SOCIAL MARKETING
⢠NSSM
⢠MONITORING AND EVALUATION
⢠SWOT ANALYSIS
16-12-2019 2
3. INTRODUCTION
ď Beginning of the field of social marketing is linked to an article
published by G.D. Wiebe in the Winter 1951-1952 edition
of Public Opinion Quarterly
ďUS Agency for International Development, WHO and the World
Bank began sponsoring social marketing interventions
ďThe term âSocial Marketingâ gained popularity when the
Journal of Marketing brought out an issue on the topic in July
1971 (Kolter 1971).
16-12-2019 3
4. INTRODUCTION
ďCraig Lefebvre and June Flora introduced social marketing to the
public health community in 1988.
ď 2005- University of Stirling research institute to Social Marketing
ď 2007- Middlesex University specialized postgraduate program in
Health & Social Marketing
16-12-2019 4
5. SOCIAL MARKETING IN INDIA: MILESTONES
⢠1968: Social Marketing was launched with 6 leading consumer goods/oil
companies with 3 lakh outlets, with an area allotted to each.
⢠1977: Introduction of Trade Bonus Scheme for retailers on purchase of
condoms to encourage sale.
⢠1983: Introduction of promotional incentive on sale of condoms to SMOs
instead of trade bonus on condoms.
16-12-2019 5
6. SOCIAL MARKETING IN INDIA: MILESTONES
⢠1984: Lubricated Nirodh added on seeing consumer preference and
was named âDeluxe Nirodhâ. 1987: A thinner variety, in multiple
colours was added in the name âSuper Deluxe Nirodhâ.
⢠1987: Oral Pills â the social marketing programme was extended to
include Oral Contraceptive Pills with the brand name- Mala-D.
16-12-2019 6
7. SOCIAL MARKETING IN INDIA: MILESTONES
⢠1988: Voluntary Organizations included in SMP.
⢠1991: Most of the Companies which had active participation and wide
outreach withdrew from Social Marketing programme
⢠1991: Another low priced Govt. brand of condom to meet the need of
the poor section of the society, âNew Lubricated Nirodhâ, introduced.
16-12-2019 7
8. SOCIAL MARKETING IN INDIA: MILESTONES
⢠1993-95: Number of organizations, namely, Hindustan Latex Ltd., DKT,
Parivar Kalyan Kendra, FPI etc. joined the programme
⢠1994: Revision of sale promotion incentive on condoms; Introduction of
sale promotion incentive on SMOsâ brands of condoms also.
⢠1995: Introduction of Centchroman, âSaheliâ, through HLL under social
marketing, with Product & Promotional Subsidy.
⢠1996: Introduction of sale promotion incentive on oral pills.
16-12-2019 8
9. SOCIAL MARKETING IN INDIA
Other goods and services that have now been brought under the
gambit of social marketing
ďSanitary pads
ďORS
ďSanitary latrines
ďGas stoves
16-12-2019 9
10. DEFINITION
Social marketing is the design,
implementation, and control of programs
calculated to influence the acceptability of
social ideas and involving considerations of
product planning, pricing, communication,
distribution, and marketing research.
16-12-2019 10
11. OTHER DEFINITIONS
ďźAndreasen, 1995, defined it as, "the application of commercial marketing
technologies to the analysis, planning, execution, and evaluation of programs
designed to influence the voluntary behaviour of target audiences in order to
improve their personal welfare and that of their society".
ďź World Social Marketing Conference, 2007, defined it as âThe adaptation and
adoption of commercial marketing activities, institutions and processes as a
means to introduce behavioural change on a temporary or permanent basisâ
16-12-2019 11
12. OBJECTIVES OF SOCIAL MARKETING:
ďTo promote public health with the overall aim of improving health for all.
ďTo promote the acceptability and adoption of socially beneficial, voluntary
health behavior.
ď To improve access to, and availability of a wide range of quality health
information, affordable products and services for the rural, under-served,
low-income and vulnerable populations.
ďTo mainstream the collaboration for privateâNGO- public partnership.
16-12-2019 12
13. SOCIAL MARKETING IS ALL ABOUT
16-12-2019 13
People
Communities
Citizens
Customers
Consumers
Clients
Patients
Professionals
Politicians
Looking at what people do
Examining why they do it
Influences and influencers
Incentives and barriers
Understanding
14. Continuum of Interventions
Unaware/
Considering Change/
Maintaining Behavior
Aware/
Not Considering
Change
Entrenched/
No Desire to Change
Ecological / Environmental Approach
WHERE WE APPLY SOCIAL MARKETING?
Spectrum
16-12-2019 14
Education SOCIAL
MARKETING
Law
15. WHAT IS NOT SOCIAL MARKETING?
⢠A QUICK FIX
16-12-2019 15
16. WHAT IS NOT SOCIAL MARKETING?
⢠A QUICK FIX
⢠A THEORY
16-12-2019 16
17. WHAT IS NOT SOCIAL MARKETING?
⢠A QUICK FIX
⢠A THEORY
⢠REACHING EVERYONE
16-12-2019 17
18. WHAT IS NOT SOCIAL MARKETING?
⢠A QUICK FIX
⢠A THEORY
⢠REACHING EVERYONE
⢠ADVERTISING and COMMUNICATION
16-12-2019 18
19. WHAT IS NOT SOCIAL MARKETING?
⢠A QUICK FIX
⢠A THEORY
⢠REACHING EVERYONE
⢠ADVERTISING and COMMUNICATION
⢠SOCIAL NETWORKING/MEDIA
16-12-2019 19
20. COMMERCIAL MARKETING SOCIAL MARKETING
Creates a need for the priority
population.
Meets the need of priority
population.
Marketer profits more than
consumer.
Society and Consumer profit.
Businesses with similar product
compete.
Organizations with similar goal co-
operate.
Shorter time needed to sell a
product.
Campaigns take longer period to
change behaviour.
Shorter term commitment and
involvement.
Long term consumer commitment
and involvement needed.
16-12-2019 20
21. 4 Pâs OF SOCIAL MARKETING
MARKETING
MIX
16-12-2019 21
22. PRODUCT
ď Product offers a satisfying solution for the problem.
ď May be a tangible material or an intangible/non-standardized service.
ď Involves issues like product/service branding, packaging, positioning
and product development.
16-12-2019 22
23. PRODUCTS CAN BE
ďPhysical products (ORS/ oral contraceptives)
ďServices (periodical heath check ups)
ďPractices (promotion of blood / organ
donation, Regular physical activity)
ďNon-standardized services(Training course on
HIV Counselling or nursing care in ICU)
ďIdeas (environmental friendly ideas recycling
of waste)
16-12-2019 23
24. PLACE
ďProduct/service should be located where users
are most likely to find them without any stigma.
Example:
ďMarketing of STD clinics as a separate entity has
largely been a failure.
ďSuccessfully increased utilization of condoms.
ďBest place to undertake social marketing of
immunization and contraception would be an
antenatal clinic.
16-12-2019 24
25. PRICE
⢠For promotive /preventive health care,
demand is more if the price is low and
also depends on the âperceived valueâ.
⢠Social marketing is also associated with
âconvenience costsâ (cost of loss of work,
pay or travel if the individual has to visit a
clinic) and âresponse costsâ
(embarrassment in case of purchase of
condoms in market place).
16-12-2019 25
26. PROMOTION
ď Ways in which audience is made aware of the product.
ď High visibility constantly reminds the user of the
existence of a product/service.
ďTiming pertains to presenting the reminder when the user
is most likely to accept the idea, product or the service.
Ex: social marketing of Oral Rehydration Solution
ďIntegrated use of paid advertising, media events,
entertainment vehicles , printed materials, signage, video
showings, local celebrity involvement, and Web sites.
16-12-2019 26
27. OTHER âPâs
Partnership
⢠Key partnership between private sector, NGOs and government is
essential.
Policy
⢠Government policy must encourage and support the Social
marketing.
Purse strings
⢠Dependency on funds provided by government grants or
donations.
⢠Determine sources of long term funding for sustaining social
marketing programs.
16-12-2019 27
28. BASIC THEORY USED IN SOCIAL MARKETING:
1. TRANSTHEORETICAL THEORY.
2. HEALTH BELIEF MODEL.
3. THEORY OF PLANNED BEHAVIOUR AND THEORY OF REASONED
ACTION.
4. SOCIAL COGNITIVE THEORY.
5. SOCIAL NORMS THEORY.
16-12-2019 28
29. 1. TRANSTHEORETICAL THEORY:
⢠People go through a series of five stages in changing behaviors
a. Pre-contemplation,
b. Contemplation,
c. Preparation,
d. Action,
e. Maintenance/advocacy
⢠It takes time to change behaviors, and change is not linear (people
regress)
⢠Messages/interactions should be targeted to each stage
16-12-2019 29
30. 2. HEALTH BELIEF MODEL:
⢠It speaks to an individuals
perception of the threats posed
by a health problem, the
benefits of avoiding the health
problem and factors that sway
oneâs decision to action
16-12-2019 30
31. 3.THEORY OF PLANNED BEHAVIOUR AND
THEORY OF REASONED ACTION
⢠These two theories explore the relationship between behaviour and
belief, attitudes and intentions.
⢠Theory of reasoned action differ as it includes additional construct,
perceived behaviour control.
Ex: People try harder to perform a behaviour if they feel they have a
high degree of potential for attaining success.
16-12-2019 31
32. 4. SOCIAL COGNITIVE THEORY:
⢠This theory explores the dynamic manner in which personal and
environmental factors, human behaviour influence each other.
⢠3 Primary factors affect the probability that a person will change a
health behaviour are
a. Self Efficacy.
b. Goals.
c. Outcome Experiences.
16-12-2019 32
33. 5. SOCIAL NORMS THEORY:
⢠It states that interventions designed to correct misperceptions of
norms by revealing the actual, healthier norm of behaviour.
⢠When Information is given about the healthy norm, People will
automatically either reduce the participation in potentially
problematic behaviour or be encouraged to engage in protective,
healthy behaviours.
16-12-2019 33
34. 5. SOCIAL NORMS THEORY:
⢠Thus, Interventions based on social norms attempt to correct the
misperceptions of all community members, whether they actually
engage in the problem behaviour or not.
16-12-2019 34
35. BARRIERS OF SOCIAL MARKETING
ď Potential of social marketing unappreciated.
ď The consumer base is very heterogeneous
ď Media is privately owned; airtime is expensive
ď Policy decisions at local, national and international levels often
guide the product strategy and hence the product cannot be easily
changed
16-12-2019 35
36. STEPS OF SOCIAL MARKETING:
IDENTIFY
BEHAVIOUR
IDENTIFY
AUDIENCE
IDENTIFY
AND REDUCE
BARRIERS
PRE-TEST THE IDEA
THEN IMPLEMENT
EVALUATE FOLLOW-UP
WANT TO
CHANGE
TARGET
AUDIENCE
BARRIERS PRESENT
IN COMMUNITY.
ON SMALL GROUP- TO
KNOW CHANGES
ASSESS THE
RESULTS OF
THE PLAN
PREVENT BACK-
SLIDING
16-12-2019 36
PLANNING STAGE IMPLEMENTATION
37. STEP 1 - IDENTIFICATION OF HEALTH PROBLEM &
ESTABLISHING METHODS FOR SOCIAL MARKETING :
ďAn in-depth identification of the health problem, rigid
customs and opinions of community have to be considered.
ďThe decision makers in government and community should
be identified
ďThe causes of the problem have to be established clearly and
the required & available resources like mass media,
marketing & design expertise should also be identified.
16-12-2019 37
38. STEP 2 - IDENTIFICATION OF PRIORITIES AND
IMPLEMENTATION OF AFFORDABLE EFFORTS
ďOrganizing priorities saves time, energy and money
ďThe health problem and desired objectives should be
assessed from the viewpoint of the consumer and
should ideally be quantified.
ďCost estimates for media, material & delivery,
personnel and other resources should be assessed in
advance.
ďIt is essential to project realistic and achievable goals
& objectives and prepare realistic budgets.
16-12-2019 38
39. STEP 3 - ANALYSIS OF MARKETING ACTIVITIES, INCLUDING
SOCIAL MESSAGE
ďThe strategy needs to be evaluated
regularly. (Right Marketing Mix)
ďThere is a need to adopt different
messages and message styles for
effectively communicating the message
for a particular target group
16-12-2019 39
40. STEP 4 - IDENTIFICATION OF TARGET AUDIENCE
FOR EACH MARKETING COMPONENT
ďProcess of dividing a broad
target audience into more
homogeneous subgroups, called
audience segments.
ďTo do more with limited
resources.
16-12-2019 40
41. STEP 5 â ANALYZING THE MARKET
ďShould identify all possible cultural, social
and religious resistance points by using
attitude testing techniques.
ď Instead of countering such beliefs head-
on, it is more appropriate to build strategy
to overcome the resistance.
16-12-2019 41
42. STEP 6 - IDENTIFICATION OF SPECIFIC SMART
OBJECTIVES FOR EACH TARGET GROUP.
ďThe proposed behavior change in each
target group should be accurately
identified and preferably quantified.
ďEx: âRaising condom use among clients
of CSWs in a geographical area from
40% to 90% in next one yearâ.
16-12-2019 42
43. STEP7 - DESIGNING AND TESTING THE SOCIAL
MESSAGE
ďThe social message should be pretested
on samples of target audience for
acceptability, comprehension,
believability .
ďAfter pretesting, messages should be
revised and retested as necessary.
16-12-2019 43
44. STEP 8 - SELECTION OF MARKETING/DISTRIBUTION
SYSTEM- TOOLS
Media and distribution system for
the message should be in a manner
which ensures maximum coverage
among target audience.
Ex: Introduction of statutory warnings
on tobacco products
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45. STEP 9 - EVALUATE THE IMPACT OF SOCIAL MESSAGES
ďQuantifiable variables should be identified which indicate impact of the social
messages over a certain period of time.
ďFor example, incidence of sexually transmitted diseases as ascertained from a
busy STD clinic or hospital in a district is a good indicator of the impact of social
marketing for condoms in that district.
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46. COMMERCIAL MARKETING PRINCIPLES USED
IN SOCIAL MARKETING
⢠Exchange theory
⢠Consumer orientation
⢠Data based decision making
⢠Competition
⢠Willingness to change offer
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47. #1 EXCHANGE THEORY:
⢠Exchange time and effort
for benefits.
⢠Make an attractive offer.
⢠Create an awareness that
the problem exists.
⢠Demonstratethe
productâs benefits.
⢠Help lower the price.
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48. Exchange- CONDOM
You Give Me
2Rs
Embarrassment
You Get
A Condom
⢠protection against
pregnancy
⢠protection against STDs
⢠peace of mind
⢠sense of control
⢠hope for the future
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49. Exchange- VACCINATION
You Give Me
Time
Momentary
-discomfort
You Get
An immunization
⢠better health
⢠avoidance of greater
discomfort (sickness)
⢠ability to go to school,
work, travel
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50. # 2 CONSUMER ORIENTATION
⢠Understand consumer perceptions
⢠Which benefits they find attractive
⢠Costs or barriers that deter them
⢠Respond to their wants and needs
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51. #3 DATA BASED DECISION MAKING
⢠Logical model for planning
⢠How you plan to help?
⢠What you will help them to do?
⢠Which factors you must address?
⢠Is Appropriate Research method
applied or Survey done?
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52. #4 COMPETITION
⢠Marketers keep a steady eye on
the competition
⢠Marketers position products
relative to the competition
16-12-2019 52
53. #5 WILLINGNESS TO CHANGE OFFER
⢠Committed to designing products
consumers want
⢠Committed to modifying
programs
⢠Committed to addressing facts
that influence their behavior
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54. TRADITIONAL APPROACH TO HEALTH
EDUCATION MESSAGES
Top Down Planning
⢠Expert driven
⢠Best practices
⢠Literature review
In Other WordsâŚ
⢠We will tell you what you need and
want (expert driven)
⢠Offer everyone same product, price,
place and promotion
16-12-2019 54
55. SOCIAL MARKETING USES A
INTERDISCIPLINARY APPROACH
Social
anthropology
Behavior
Psychology
Communicati
ons
Education
Commercial
Marketing
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56. SOCIAL CHANGES OCCUR DUE TO SM
(a) Cognitive changes : are relatively easy to market where groups which need
information are identified, their media habits are identified and messages are
carried to the target audience through appropriate channels.
(b) Action changes Action change may be hampered by factors such as distance &
non-availability of product/service hence the social marketer has to often facilitate
action for target group by making the products/services easily available, accessible
& acceptable.
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57. SOCIAL CHANGES OCCUR DUE TO SM
(c) Behavior change : is still more difficult than action change as it requires careful
segmentation of target audience and specifically tailored âsolutionsâ for each
segment.
(d) Value change : attempts to alter the deeply held beliefs of an individual & thus
is most difficult. A prolonged and intense program is required.
16-12-2019 57
58. TYPE OF SOCIAL CHANGE BY TIME AND LEVEL
OF SOCIETY
MICROLEVEL
(INDIVIDUAL)
GROUP LEVEL
(ORGANIZATIONAL)
MACROLEVEL
(SOCIETY)
SHORT-TERM CHANGE BEHAVIOUR CHANGE
CHANGE IN NORMS
(ADMINISTRATIVE
CHANGE)
POLICY CHANGE
LONG-TERM CHANGE LIFESTYLE CHANGE
ORGANIZATIONAL
CHANGE
SOCIO-CULTURAL
EVOLUTION
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62. NATIONAL STRATEGY FOR SOCIAL MARKETING (2001)
ďDeveloped a strategy for the social marketing of products and
services for reproductive and child health (RCH) in India.
ďFree supply was intended to address the unmet need of 40% of the
Indian population below poverty line (BPL).
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63. NATIONAL STRATEGY FOR SOCIAL MARKETING (2001)
ďSocial marketing focuses at the lower (20%), lower-middle (15%), and
middle-middle (12%) income brackets, for a 47% share of the Indian
population
ďCommercial marketing targets an estimated 8% upper middle class
and 5% upper class, total of 13% share
16-12-2019 63
64. STRATEGIES OF SOCIAL MARKETING PROGRAMS
I. Expand Demand among Priority Target Groups
II. Expanding the Basket of Products in the SMP
III. A Public â Private / NGO Partnership
IV. Expand the market to reach rural areas and urban slums
V. Social Franchising of Health Care Services
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65. STRATEGIES OF SOCIAL MARKETING PROGRAMS
VI. Align Government Subsidy to Programme Objectives
VII. Diversify sources of funding
VIII. Institutional Mechanism for Running the Social Marketing Programme
IX. Improving Programme Management
X. Allocation of Public Funds towards Area Projects
XI. Social Marketing Ethics
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67. INSTITUTIONAL MECHANISM FOR RUNNING SMP
16-12-2019 67
⢠Secretariat coordinated by UNFPA within the Consortium.
⢠Consortium on Social Marketing: A mechanism for stakeholder
involvement in decision-making and for transparency.
⢠A dedicated Social Marketing Unit within MoHFW for performing the
role of facilitator.
68. INSTITUTIONAL MECHANISM FOR RUNNING SMP
16-12-2019 68
⢠Technical Support Group: A TSG contracted by Social Marketing Unit,
within the MoHFW, for providing needed technical inputs in
programme management, and advising the Secretariat and the
Consortium
69. OUTLINE FOR MONITORING AND EVALUATION
ďA plan for monitoring and evaluating a social marketing campaign is needed
before final budget and implementation plans are made.
ďMeasures fall into three categories
ďOutput
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70. ďA plan for monitoring and evaluating a social marketing campaign is needed
before final budget and implementation plans are made.
ďMeasures fall into three categories
ďOutput
ďOutcome
16-12-2019 70
OUTLINE FOR MONITORING AND EVALUATION
71. ďA plan for monitoring and evaluating a social marketing campaign is needed
before final budget and implementation plans are made.
ďMeasures fall into three categories
ďOutput
ďOutcome
ďImpact
16-12-2019 71
OUTLINE FOR MONITORING AND EVALUATION
72. ďBasic questions that needs to be taken into account:
ďWhy will this measurement be conducted? For whom?
ďWhat inputs, processes, and outcomes/impacts will be measured?
ďWhat methods (such as interview, focus group, survey, and/or online tracking)
will be used for these measurements?
ďWhen will these measurements be conducted?
ďHow much will these measurements cost?
16-12-2019 72
OUTLINE FOR MONITORING AND EVALUATION
73. ďThe project involved marketing condoms and oral contraceptive pills at
subsidised prices in 6 states in northern India, with the aim of increasing
contraceptive prevalence.
ďIt was undertaken by an Indian NGO, Parivar Seva Sanstha (PSS), an associate of
Marie Stopes International (MSI).
ď MSI provided 4 crore rupees for the purchase of contraceptive materials,
while the cost of marketing and distribution was met by the Ford Foundation
and from sales proceeds.
16-12-2019 73
CONTRACEPTIVE SOCIAL MARKETING PROJECT (CSMP)
74. ďImplementation concentrated on achieving sales targets.
ďCampaign was partially successful
ďIt performed well in terms of cost-effectiveness and cost management
ďReasonably well in terms of institutional strengthening
ďLess well in developing marketing capability and in reaching the lowest
income groups.
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CONTRACEPTIVE SOCIAL MARKETING PROJECT (CSMP)
75. ďInsufficient funds were made available for marketing, which limited
the development of consumer awareness and brand loyalty, and in
particular failed to make a breakthrough in sales of the OCP
16-12-2019 75
CONTRACEPTIVE SOCIAL MARKETING PROJECT (CSMP)
76. ďA valuable element of a successful contraceptive social marketing
project is a strong research and evaluation component.
ďResearch plays a significant role in the development of the brand, its
positioning and promotion.
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REASEARCH AND EVALUATION OF CSMP
77. ďIt informs the development of prevention messages and identifies
misconceptions and societal or cultural prejudices to both the use of
condoms and behaviour change.
ďBehavioural and attitudinal changes are monitored through
population based surveys.
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REASEARCH AND EVALUATION OF CSMP
78. ďResearch is also conducted into the effectiveness of distribution
networks and consumer profiles.
ďSales figures play an important role in evaluating the success of social
marketing programmes but distribution and consumer surveys
allowed the project to define who purchases condoms when and
where.
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REASEARCH AND EVALUATION OF CSMP
83. ďCouple-Years of Protection
ďRetail audit
ďRandom household surveys
ďSmall qualitative studies
ďPhoto-journalism
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TOOLS FOR EVALUATION OF CSMP
84. ďIncreased sales of condoms and OCPs
ďIncreased awareness on the use of contraceptives
ďHelped change the choice and options within each product
ďDemonstrated feasibility of social marketing to bring about change in
behaviour and attitude of the community
16-12-2019 84
ACHIEVEMENTS OF CSMP
85. SOCIAL FRANCHISING
ďSocial Franchising is defined as âthe application of commercial
franchising methods and concepts to achieve socially beneficial endsâ
(International Franchise Associationâs Social Sector Task Force, 2014)
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86. SOCIAL FRANCHISING
ďIt has been carried out in RCH II to offer reproductive services as a
package under
ďContracting in
ďContracting out
ďHelped in
ďQuality enhancement
ďEquitable access
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87. PARTNERSHIP WITH NGOâS AND PRIVATE SECTOR
ďSwasthya chethna programme with Hindustan Lever company.(2002)
ďChiranjeevi Yojana with IIM-A, Sewa Rural, Jhagadia, GTZ.(2005)
ďRoom to Breathe with SHELL FOUNDATION. (2008)
ďSvadha ď Social Entrepreneurship (2014), trains locals in the process of
building toilets and provides last mile support in maintenance of built
structure.
16-12-2019 87
88. USES OF SOCIAL MARKETING:
ďPromote healthy behavior
ďPromote services
ďIncrease utilization rates
ďImprove customer satisfaction
ďEnhances compliance
ďHelp combat many major fatal diseases, that can be prevented by
vaccination, nutrition or hygiene.
16-12-2019 88
89. LIMITATIONS OF SOCIAL MARKETING:
ďFocused on change in individual behavior.
ďIt may lead people to believe that a particular marketed behavior is
better than other health promoting behaviors. Ex: Condom use for
multiple sex partners.
ďSocial marketing often proves ineffective where major barriers
(poverty, lack of health facilities, social discrimination) resist change.
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90. LIMITATIONS OF SOCIAL MARKETING:
ďIdeally involve the consumer in decision making.
ďSocial marketing is often a labor and time intensive activity.
ďProgress is slow and results are difficult to achieve
16-12-2019 90
91. CHALLENGES IN SOCIAL MARKETING
ď Accurate market analysis is most often not possible
ď Market segmentation, may itself be detrimental to efforts because
of discrimination & stigma attached.
ď Product strategy which is acceptable to target audience and which
meets their felt needs is difficult in social marketing.
ď Pricing strategy is also a challenge.
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92. CHALLENGES IN SOCIAL MARKETING
ďStrategy for selecting channels for dissemination of social messages.
ďCommunication options in social marketing are limited.
ďLimited knowledge of marketing principles among health planners.
ďEvaluation of impact is especially difficult
16-12-2019 92
93. 16-12-2019 93
SWOT ANALYSIS OF SOCIAL MARKETING
STRENGTH
â˘CONSUMER ORIENTED
â˘SUBSIDIZED RATES.
â˘REACH VULNERABLE POPULATION
WEAKNESS
LIMITED FUNDS
IT HAS SLOW PROGRESS
IT IS TIME CONSUMING
OPPORTUNITIES
URBANIZATION
CHANGED BEHAVIOURS.
MORE TECHNICAL TOOLS TO CHANGE
BEHAVIOUR
THREATS
NON AVAILABILITY OF SERVICES AT PROPER
TIME AND PLACE.
COMMERCIALIZATION OF SOCIAL MARKETING
SWOT ANALYSIS
94. CONCLUSION
ďSocial Marketing offers a unique opportunity for public health
specialists to bridge the gap between the health care delivery systems
and those who are unaware or unwilling to use it.
ďSocial Marketing should not be confused with marketing of new
commercial health and hospital establishments since these promote
curative services for profit of share holders and the resultant benefits
may not always be beneficial to public health.
16-12-2019 94
95. CONCLUSION
ďSocial Marketing should also be expanded to Rural areas.
ďIt can be applied to upstream or downstream group of society.
16-12-2019 95
96. REFERENCES
⢠Government of India. National Strategy for Social Marketing.
Department of Family Welfare. MOH and FW Government Of India.
Draft 05 March 2001
⢠Anuj Bhatnagar, Rajvir Bhalwar. Text book of public health &
community medicine. Dept of community medicine. AFMC,
Pune;2009; page no 387-89.
⢠AM Kadri, IAPSMâs textbook of Community Medicine. Jaypee
Publications, 2019, page no 716
⢠J Kishore, National Health Programs of India 12th edition. Century
Publications
16-12-2019 96
97. REFERENCES
⢠Marie Birkinshaw. SOCIAL MARKETING FOR HEALTH. WHO, 1993
⢠O. Serrat. THE FUTURE OF SOCIAL MARKETING. Knowledge Solutions
2017
⢠Birth of Indian social entrepreneurship. MEA 2016.
⢠Hong Cheng, Philip Kotler. Social Marketing for Public Health Global
Trends and Success Stories. 2011.
⢠Evans WD. What Social Marketing Can do for You. Bmj.
2006;332:1207â10.
⢠Internet.org
16-12-2019 97
Editor's Notes
The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of the programs.
2. Designed to influence voluntary behaviour of target audiences.
3. In order to improve their personal welfare and that of society
seeing through target audienceâs perspective can reveal the opportunities to change certain things in the short term. However, Developing an intervention using a combination of methods to change a problematic behaviour requires a good amount of time.
: It is just not a theory, itâs a proven strategy for changing people behaviour.
- It is designed for target audience.
: It is much more than that
: one cannot relay on the only social media, which alone may not sufficient for behaviour change.
Or elements
After point one: use of helmets among two-wheeler users
Prochaska and Diclemente(1983)
Perceived susceptibility: A person believe she or he is susceptible to the condition.
Perceived severity: A person believe the condition has serious adverse consequences.
Cue to action: A person is exposed to factors that leads to prompt action.
Self- efficacy: A person is confident in his/her ability to successfully perform a given action.
to determine attitudes and potential resistance among target groups
After point 3 customer pulling
UN Population Fund
UN Population Fund
measures for program activities
measures for target audience responses and changes in knowledge, beliefs, and behavior;
measures for contributions to the plan purposes (e.g., reductions in obesity as a result of many more people buying healthy foods and/or beverages due to a social marketing campaign).
Simple calculations, useful for comparisons. But measures only output, not impact
Useful for measuring market share, but not impact.
Good measurement of impact such as use of specific contraceptive methods, but not brands. Very expensive.
Focus Groups and PEER. Good for beliefs, feelings. Cannot quantify changes over time
: eye-catching, good for advocacy
Point 2: reduced TFR(2.2)NFHS4 and increased CPR
Jha NGO
GTZ Infosys
Swa Che: Diarrhoreal diseases with soap hand wash