Outline approach to the delivery of successful social marketing campaigns in healthcare settings. Demonstrates the critical stages of awareness and behaviour required to generate successful communications campaigns.

1. Tangerine Trees Social Marketing Social Marketing in Practice October 2010

2. SOCIAL MARKETING APPROACH

9. SEGMENTATION

10. Segmenting the 40+ Population Segment Profile Approach Early adopters They like trends, technologies, like to be ahead, they aspire to higher socio-economic group, well-connected Link to New Year health campaigns, alignment with gyms, leisure centres, juice bars, iPhone apps, hairdressers/salons Celebrity endorsement would work well here Proximity to Clinic Awareness and reinforcement to support knowledge of a local resource Promote the centre and its staff, visual, photography, reinforce local message, work with local shops, bars, social clubs Influencers (GPs) Key to success of all campaigns, they like to be recognised as significant, educated and influential Educate, inform, engage, awareness of the whole campaign scope, facts and figures, create advocates, reinforcement through restaurants/ social venues Community leaders They have knowledge about and access to their community and can provide insight, they are influential Imams for Muslim community could encourage awareness, education, discussion, link to their duty of responsibility Seldom heard group For example, an Eastern European community who do not understand how to access services and support Community representatives and spokespeople, businesses, churches, social clubs, pubs, sports groups, community workers, Local Authority advisors Other possibilities: Female manual labourers Stay-at-home mums

12. Example segment profiling Segment Examples of beliefs, perceptions and values Segment 1 – early adopters Believe themselves to be healthy, think the NHS is an option for “poor people”, comfortable accessing “private” secondary care, strong social network, biggest fear is embarrassment or weakness, actively seek information, like a challenge, want tangible and informational support T4, Sony Erikson, Thomas Cook, Boots, Ford, Radio 1, Company magazine, McDonalds, Facebook, iPhone apps, Virgin Active, Pret a Manger Segment 2 – local to clinic Believe their lifestyle and choices are their own responsibility, do not engage with NHS messages, do not actively engage with primary care, biggest fears are exclusion or enforced change, social network also take responsibility for own lifestyle choices, interested in saving money and financial incentives Blockbuster, Philips, community college, local newspapers and radio, Esso, Nintendo Wii Fit, Big Brother, Vauxhall, iTunes, Football Premier League, Cadbury, Sky, British Airways Segment 3 – Influencers (GPs) Believe their education and social status separates them from the majority, understand (or believe they understand) fully the processes and procedures of the healthcare system, are reluctant to be proven wrong, are relatively financially orientated, are concerned for the welfare of patients Breitling, Mercedes, NHS, Radio 4, Newsnight, Marks and Spencer, Lastminute.com Segment 4 – community leaders Believe their community has strong rights and requires representation to society and government, encourage the health and wellbeing for those whom they are responsible, strong family values, biggest fear is loss of control, enjoy holding a position of knowledge, want access to information Arts Council, WeightWatchers, Eastenders, Smooth Radio, Watchdog, Asda, NSPCC, Nokia, Tesco Home Insurance, Open University Segment 5 – seldom heard group Nervous or apprehensive about their own health and susceptibility, believe they are weak or don’t have control over their behaviour, weaker social network, biggest fears are gaining weight and illness, only believe people who’ve “been there and done it”, social network are adopting healthier lifestyles gradually