This document provides an overview of social marketing in health. It discusses key principles like the 4 P's of social marketing - product, price, place, and promotion. It also covers message content and design, the role of mass media, disciplines of social marketing like targeting audiences and testing messages. Milestones in India like introducing different contraceptive products are highlighted. The ethics, barriers, and scope of social marketing are summarized. The overall aim is to promote public health by changing behaviors and attitudes through marketing principles.

1. Social
marketing
in Health
By - Shalli

2. Outline of presentation
 Introduction
 Objectives
 Principles of social marketing
 4 P’s of social marketing
 Message content
 Role of mass media
 Disciples of social marketing
 Social marketing milestones in India
 Ethics of social marketing
 Barriers of social marketing
 Scope of social marketing
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3. Introduction
 It is defined as "the design, implementation and control of programmes
seeking to increase the acceptability of a social idea or practice in a target
group”1
 Social marketing aims to persuade or motivate people to adopt specific
behaviour which are generally accepted as being beneficial
 It is offered as disciplined approach for public health promotion and
communication efforts
3
1. KOTLER P. & ZALTMAN G. "Social marketing: an approach CO planned social change", Journal of Marketing,35: 3-12, 1971.

4. Introduction
 Social marketing provides unique opportunity to bridge the
communication gaps between 2
 audience and the authorities
 educational assumption and popular perception
 educational content and marketplace reality
 competition between curative services and prevention
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2.http://apps.who.int/iris/bitstream/10665/62146/1/HMD_89.2/ accessed on 9thAugust 2017

5. Objective
 To promote public health and achieve health for all.
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6. Principles of Social Marketing
 It must be suitable for culture and background and not create
physical or social barriers
 The behaviour should result in a pay-off greater than that for other alternatives
 A problem-solving approach should be adopted which is appropriate to the
particular health need
 The health goals should be established and ranked in order of priority
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7. 4 P’s of Social marketing
 Product
 Price
 Place
 Promotion
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8. Product
 The consumer must know about the product and find it easy to use.
 Good product management includes
 Branding
 Packaging
 Positioning
 Form
 Product life cycle and
 Product development
 Where there are several products, these should be compatible.
 Pretesting should be done to identify the main components will give the optimum
product mix on which the health planner should concentrate his marketing efforts.
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9. Place
 The service or materials should be located where the users are most likely
to find them.
 If the potential users are the elderly, then the optimum location for giving
information would be the super-market, social centres for the elderly, or
the church.
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10. Price
 Demand of any product is likely to be affected by the price.
 If the price is high or personal income is low, then the demand is less.
 Whereas if the price is low or personal income is high, then demand is
increased.
 However, reducing the price alone may not necessarily improve the
response to the product
 an increase in the perception of the value of the product may also be required.
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11. Promotion: Visibility and Timing
 The chosen channel should be accessible to the health planner and
credible to the user
 Timing is presenting the reminder when the user is most likely to take the
required action, since people vary in their readiness to receive information
 The message should be promoted
 when receipt is most desired and
 in a form that is most readily understood,
 from a source where the user would most expect to find information
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12. Additional P’s
 Public- External and Internal groups involved in the social marketing
intervention
 Partnership-Collaboration with other community organizations in
order to increase accessibility and demand
 Policy- Using media advocacy to encourage policy change
 Purse strings- Where will you get the money for your program? Who
are the stakeholders involved? What information do the stakeholders
expect/require?
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13. Message content
 The message components should ensure that the target audience is:
 made aware of the existence of the problem,
 understand the problem and solution,
 be capable of carrying out what is recommended, and
 know what the benefits of the recommended behaviour will be
 An important element of advertising is a short message delivered
frequently to a defined target audience
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14. Message content contd..
 CONTENT
 The Problem (can it be understood?)
 Target audience (is the content believable?)
 Resistance points (what are the barriers to
acceptance?)
 Solution (canit be understood?)
 Required actions (what needs to be done?)
 Authoritative source (does it reinforce credibility?)
 Action
 capability (can the audience carry out the
behaviour?)
 believable (is it convincing?)
 Creativity (is there novelty and imagination?)
 Benefits (pay-off)
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15. Message contents contd.
 DESIGN
 The single idea (is it clear? can it
be demonstrated?)
 Language and cultural relevance
(is it suitable to the audience'!
 Situation and character
identification (are they real?)
 Distinctive message style (does it
have impact?)
 Low fatigue index (is it boring?)
 PERSUASION
 Reason why (dispels doubt)
 Empathy (gives assurance)
 Concern arousal (provides incentive)
 MEMORABlLllY
 Idea reinforcement (maximizes awareness)
 Minimising distractions (maximizes awareness)
 Reprise (repetition increases impact)
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16. Role of Mass Media
 Carries special impact and authority
 Has a cumulative impact
 Reaches the masses
 Can influence other audiences in addition to the target
 Enhances the effect of other educational methods that are employed in
health education
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17. Disciplines of
Social
Marketing
Pinpoint Pinpoint the target audience for each message/marketing
component
Analyse Analyse the distinct message marketing activities needed
for each problem/solution
Establish Establish priorities, select affordable efforts and maintain a
deferred schedule for other efforts
Identify Identify the heath problem, establish the methods and gain
support for marketing the solution
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18. Disciplines of
Social
Marketing
Research each message/marketing concept to determine current
target audience attitudes and uncover any potential resistance points
Research
Establish objectives for each target group and each message
marketing component.
Establish
Design the message/marketing actionsDesign
Test the message marketing actions for acceptability ,
implementation, comprehension, believability, motivation and
conviction.
Test
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19. Disciplines of
Social
Marketing
Track
Track the impact of each message marketing action and modify
it in accordance with the findings
Coordinate Coordinate with all ongoing related work.
Construct
Construct the marketing distribution and message/media
patterns to achieve maximum target audience reach and
message frequency
Revise and
retest
Revise and retest the message marketing actions as necessary
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20. Social marketing programme in India-
Milestones
1977
introduction of trade bonus
scheme for retailers on purchase
of condoms to encourage scale
1983
introduction of promotional
incentives to SMOs on sale of
condoms
1984
lubricated nirodh added on
seeing consumer preference”
deluxe Nirodh”
1987
thinner and multiple colors were
added
1987
oral pills- mala-D
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21. Social marketing programme in India-
Milestones
1991
another low priced brand of condom to meet
needs of poorer section was introduced” new
delux nirodh”
1993–1995
number of organisations like Hindustan latex
ltd. , parivar kalyan kendra etc. joined
programme
1995
introduction of centchroman, “Saheli” with
product and promotional subsidy
1996
introduction of sale promotion incentives on
oral pills
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22. National Strategy for Social Marketing
 NSSM 2001 develops a strategy for the social marketing of products and
services for reproductive and child health (RCH) in India
 Free supply was intended to address the unmet need of 40% of the Indian
population below poverty line (BPL)
 Social marketing focuses at the lower (20%), lower-middle (15%), and
middle-middle (12%) income brackets, for a 47% share of the Indian
population
 Commercial marketing targets an estimated 8% upper middle class and 5%
upper class, total of 13% share
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23. Social marketing of MCH products
 Started in October 2002: Social Marketing of condoms under the brand
name Masti, being supported by behaviour change communication
through television in UP, Uttarakhand and hoardings in Jharkhand
 Social marketing of OCPs under the brand name Pearl promoted through
generic behaviour change communication campaigns on television;
bolstered via the distribution of flyers addressing common myths
regarding side effects of OCP consumption.
 Social marketing of ORS under the brand name Neotral supported by
intensive meetings among groups of 18-20 private health providers, called
“Saadhan Baithaks”. Providers are educated on the issues of diarrhoea,
risks of dehydration, and use of ORT/ORS. The meetings are followed up
with Page information
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24. Social marketing of MCH products
 Social marketing of IFA tablets under the brand name Vitalet-preg promoted
through “Saadhan Baithaks”. The health providers were oriented on the effects
of anaemia on women’s health and pregnancy outcomes. Flyers were given to
these health providers for explaining the issues of anaemia and importance of
IFA tablets during pregnancy.
 Newborn brand Clean Delivery Kits (CDK) were being sold in selected district of
Uttar Pradesh and Jharkhand
 In UP the product was promoted through radio communication campaign,
hoardings at grocery shops in villages and demo stalls at community
conglomeration points. Traditional Births Attendants (TBAs) were being involved as
‘brand ambassadors’ for CDKs. The TBAs were oriented in a group of 15-20 on the
issues of clean delivery and along with product demonstration. They were also
informed about the nearby outlets where CDKs were available.
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25. Examples of social marketing 25

26. Commercial vs social marketing
Commercial Marketing Social marketing
Product Selling of tangible goods and services Selling desired behaviour
Primary
objectives
Primary objective in commercial
marketing is to satisfy customer by
selling products to them and fulfilling
their needs and earn profit.
The primary objective of
social marketing is to
benefit society in term of
social gain.
Focus Focus on physical products or services. Focus on to reach the target
audience and change the
behaviour
Marketing tools Marketing tools use for selling
products.
Marketing tool use for
changing behaviour
Satisfying needs In commercial marketing, marketers
satisfy individual needs.
In social marketing,
marketers satisfy society
needs.
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27. Ethics of social marketing
 Be truthful, fair and balanced
 Protect privacy
 Don’t model inappropriate
behaviour
 Don’t be offensive
 Evaluate marketing within a
broader context of behaviour
management
 Seek permission to enter and
address targeted social issues
 Be certain to understand culture,
values and norms
 Ensure there will be responsible
participation who can be held
accountable for changes
 Do more good than harm
 Favour free choice
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28. Barriers of social marketing
Potential of social marketing
unappreciated
1
The consumer base is
heterogenous, customisation of
products for so many segments
is difficult
2
Media is privately owned, so
airtime may vary
3
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29. Scope of social marketing
 Social marketing includes research, product design,
distribution, information, communication
 Introduction of a new product, or modification or restriction
of consumption of an old product
 It promotes change and is essentially educational
 The aim is to affect the attitude of the target audience so that
change in behaviour can be brought
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30. “It is not the diffusion of the famous cement slab
but the change in attitude toward excreta disposal
that may 'force’ a person or family to construct,
use or maintain a pit latrine. It is only when we
change people's attitudes that they realize their
old methods of disposal are not conducive to
good health“
by.TULUMUNGWA R.N.
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