sociology, medical sociology, marketing, health marketing, health education,

2.  Is health promotion programs
that developed to satisfy consumer needs.
 It is process of solving community health
problems
 It is introduction and dessimination of
ideas
 It is translation of scientific facts to
effective educational programs

3. “Social marketers push ideas instead of
pushing a product, they promote
social change using the same kinds of
techniques companies use to sell
products and services.”
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4. Social Commercial
Objective Change Behavior Gain money
Product not tangible(ideas) tangible(good)
Benefit need time Immediate

5.  Social marketing is the systematic
application of marketing along with
other concepts and techniques, to
achieve specific behavioral goals for
social benefit.
 Social marketing is a consumer driven
& based on the principle that
audiences (whether individual, group,
or organizational) have resources such
as time, money, or effort which they
would exchange for perceived
benefit ‫المنفعة‬ ‫تبادل‬

6.  Social marketing can be applied to
promote good health, or to make a
society avoid bad ones and thus to
promote society's well being as a whole.
For example, not to smoke in public
areas, to use seat belts, or follow speed
limits
 Social marketing based on market
research, audience segmentation,
pretesting, concepts & messages with
defined audiences as well as ongoing
evaluation of promotional methods &
approaches.

7.  Not social advertising
 Not media outreach alone
 Not for punishment
 Not one approach model
 Not quick

8.  A continuum of products exists, ranging
from tangible, physical products (e.g.,
condoms), to services (e.g., medical
exams), practices (e.g., breastfeeding,
ORT or eating a heart-healthy diet) and
finally, more intangible ideas (e.g.,
environmental protection)

9.  Who is the consumer/audience? (Who)
 Who carry the process? (Whom)
 Message? (What)
 Process? (How)
 Site, Place? (Where)
 Benefit? (what they gain? When)
 Competitors ? What audience do now?

10. “Application of social marketing
technologies in the:
1-Situational analysis 2-planning,
3-execution, and 4-evaluation
of programs designed to influence the
voluntary behavior of target
audiences in order to improve their
personal welfare and promotion of
their society”

11. Evaluation
Planning and
Research
Strategy
Design

12.  Decide on the information you will need
to base your program on a solid
foundation
 Identifying barriers is a critical step in
developing a program.
 Review of literature search of relevant
articles and reports
 Prepare resources , sponsors,
partnership
 Study culture, politics, customer’s
characteristics
6/27/2015www.toolsofchange.com 12

13.  Should be smart
 Specify your target population/
audience of priority to be reached
 Those not doing the activity
 Those not doing the activity as often
or as well as desirable
 Those who share a common barrier
 Those most receptive, or who would
benefit most (at what critical times?)

14. › Personal Characteristics
› Acceptance of changes/ new behaviors
› Can be reached easily
This will enabling you to
increase message impact
& reduce the costs
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15.  Team recruitment
 Communication plan(message)
 Action Plan (start by pilot)
 Feedback , monitoring
 Sustainability

16. Set indicators or measurement
methods appropriate for
evaluation & monitoring to
ensure that your program stays
on track
Also you can set up a control
group to measure the success of
your program

17. 1. Consumer
Oriented ‫ايه؟‬ ‫عايز‬ ‫هو‬
2. Audience segmentation
3. Exchange theory (mutual
benefits)
4. Use Marketing mix (5 P's)
5.Based on managerial steps

18. 1-Product: What you are going to offer
(healthy living)
2-Price: At what cost? What the consumer
will loose?
3-Place: Where?
4-Promotion: What you want to improve,
getting message out
5-Positioning: the competitors
6- Partnership
7- Purse string: costs of program
8-Publics: who are other stakeholder groups
9- Politics: to change some legislations

19.  Avoid information overload, simple
 Choose the best organization to
be your partner
 Be cautious of fear appeals
 Identify and remove barriers – offer
practical alternatives, show do not tell
 Use pictures instead of words
 Connect to their hearts before their
heads. Stress on benefits
 Change product, message, place
frequently 6/27/2015www.toolsofchange.com 19

20.  Stages of change model :
behavior is a process not an
Event. People are at different
Points in that process where we can market
 Health belief model: when they know
hazards they can be
changed

21. A breast cancer screening campaign for older women:
 The product could be getting an annual mammogram,
and performing monthly breast self-exams.
 The price of engaging in these behaviors includes the
monetary costs of the mammogram and exam, potential
discomfort and/or embarrassment, time and even the
possibility of actually finding a lump.
 The place that these medical and educational services
are offered might be a mobile van, local hospitals, clinics
and worksites, depending upon the needs of the target
audience.

22.  Promotion could be done through public
service announcements, billboards, mass
mailings, media events and community
outreach.
 The "publics“ your target audience (let's say
low-income women age 40 to 65), the people
who influence their decisions like their husbands
or physicians, policymakers, public service
directors at local radio stations, as well as your
board of directors and office staff.
 Partnerships could be local or national women's
groups, corporate sponsors, medical
organizations, service clubs or media outlets.

23.  The policy focus on increasing access to
mammograms through lower costs,
requiring insurance and coverage of
mammograms in health care or
increasing funding for breast cancer
research.
 The purse strings, or where the funding
will come from, may be governmental
grants, such as from the National Cancer
Institute or the local health department,
foundation grants or an organization like
the American Cancer Society.
 Positioning : our competitors as private
clinics.

24. ‫المراهقي‬ ‫بين‬ ‫الحديد‬ ‫نقص‬ ‫انيميا‬ ‫مشكلة‬ ‫هناك‬‫ن‬.
‫باست‬ ‫المشكلة‬ ‫هذه‬ ‫لحل‬ ‫تثقيفى‬ ‫برنامج‬ ‫ضع‬‫خدام‬
‫األجتماعى‬ ‫التسويق‬ ‫أسس‬