This one-day event on November 11th introduces principles and techniques of social marketing and its significance for healthcare commissioning. Commercial marketing tools like segmentation and branding are being applied by commissioners to drive public health behaviors. The event will use lectures, discussion and case studies to explain how social marketing can develop initiatives to encourage exercise and nutrition. Participants will learn how consumer orientation and behavior change theories can inform commissioning.

1. Social Marketing Taster Event
Part of the LLMC’s MSc Commissioning series
DATE: 11th November 2011
TIME: 9.00am—4.30pm
VENUE: LLMC, Lincoln, LN5 7AT
PRICE: £295 + VAT
This event introduces the principles and techniques of social marketing; and explores its significance within the
commissioning process.
Commercial enterprises use a set of powerful tools to gain advantage in business; for example market
segmentation and branding. This taster explores how these tools are being applied by health & social care
commissioners, in order to drive behavioural change in patients and the public.
For example, if marketing drives members of the public to buy a top of the range car, then why not
use it to encourage them to take up regular exercise or eat ‘five a day’?
Key focus of the day
Within the context of clinically led‐commissioning, we will identify a range of social marketing activities and their
potential to shape the expectations and behaviours of communities, including:
→ The nature of marketing: a critical role for social marketing
→ The key characteristics of social marketing and the implications for clinical commissioning
→ The social marketing mix: communicating the message
→ Ethics, behaviour change and the role of theory in social marketing
By the end of the day, participants will:
→ Appreciate that consumer orientation is a central feature of social marketing
→ Understand how social marketing can be used as a tool for developing appealing, affordable and available
behavioural change offerings within the context of clinical commissioning
Our approach
The taster event will be in the form of an interactive workshop consisting of mini‐lectures, discussions and an
interactive examination of social marketing case study materials.
To book onto the day please contact enquiries@commissioning4health.com
WWW.COMMISSIONING4HEALTH.COM

2. Social Marketing Taster Event
Part of the LLMC’s MSc Commissioning series
DATE: 4th October 2011
TIME: 9.00am—4.30pm
VENUE: LLMC, Lincoln, LN5 7AT
PRICE: £295 + VAT
This event introduces the principles and techniques of social marketing; and explores its significance within the
commissioning process.
Commercial enterprises use a set of powerful tools to gain advantage in business; for example market
segmentation and branding. This taster explores how these tools are being applied by health & social care
commissioners, in order to drive behavioural change in patients and the public.
For example, if marketing drives members of the public to buy a top of the range car, then why not
use it to encourage them to take up regular exercise or eat ‘five a day’?
Key focus of the day
Within the context of clinically led‐commissioning, we will identify a range of social marketing activities and their
potential to shape the expectations and behaviours of communities, including:
→ The nature of marketing: a critical role for social marketing
→ The key characteristics of social marketing and the implications for clinical commissioning
→ The social marketing mix: communicating the message
→ Ethics, behaviour change and the role of theory in social marketing
By the end of the day, participants will:
→ Appreciate that consumer orientation is a central feature of social marketing
→ Understand how social marketing can be used as a tool for developing appealing, affordable and available
behavioural change offerings within the context of clinical commissioning
Our approach
The taster event will be in the form of an interactive workshop consisting of mini‐lectures, discussions and an
interactive examination of social marketing case study materials.
To book onto the day please contact enquiries@commissioning4health.com
Or go to the website commissioning4health.com