Social marketing applies commercial marketing techniques to promote positive health behaviors. It focuses on influencing a target audience to voluntarily accept or adopt a behavior for individual and social benefit. The 4Ps of marketing - product, price, place, and promotion - define the marketing mix and are key components of social marketing strategies. Examples show how social marketing has been used to increase behaviors like tooth brushing and water purification as well as prevent risky behaviors like smoking.

1. Lecture (3): SOCIAL MARKETING OF
HEALTH

2. 1. Define social marketing
2. Mention the components of social marketing
3. Explain how social marketing applied to health
4. Determine the objectives of social marketing
5. Discuss what do we mean by 4 Ps of marketing
6. Determine strategies of social marketing
7. Give examples of social marketing applications

3. What is Social Marketing?
• In the 1970s, marketing principles
were suggested to be used to sell
ideas, attitudes, and behaviors.
• Social marketing seeks to influence
social behaviors (drug use, smoking,
sexual behavior) not to benefit the
marketer, but to benefit the target
audience and the general society.

4. Concept of social marketing
Social marketing is applying commercial
marketing methods to the promotion of
specific healthy behaviors in a targeted
population group.
For example, this may include
▪ asking people not to smoke in public areas
▪ asking them to use seat belts
▪ prompting to make them follow speed limits

5. The primary aim of social marketing
is ‘social good, influencing positive
behaviors’, whereas in commercial
marketing the aim is primarily
‘financial, selling products’.
This does not mean that commercial
marketers cannot contribute to
achievement of social good.

6. Definition of social marketing
"The application of commercial marketing
technologies to health programs designed
to influence voluntary behavior of target
audiences in order to improve their
personal welfare and that of society."
Andreasen, AR. Marketing Social Change: Changing Behavior to Promote Health, Social
Development, and the Environment. San Francisco, CA: Jossey-Bass; 1995.

7. Five main components of social marketing.
The use of marketing principles and techniques to
influence a target audience to voluntarily accept,
reject, modify or abandon a behavior for the benefit of
individuals, groups or society as a whole. (i.e Use
marketing strategies to influence health behavior)
(1) It focuses on behavior change
(2) Voluntary compliance rather than coercive forms
of influence.
(3) Using marketing principles and techniques
(4) Select and influence a target audience
(5) Benefit

8. How is social marketing applied to health?
• Social marketers use a wide range of health
communication strategies based on mass
media.
• Communication channels for health
information have changed greatly in
recent years.
• Audience Segmentation (select audience):
– Audience segmentation is usually based on
sociodemographic, cultural, and behavioural characteristics
that may be associated with the intended behaviour change.

9. Social marketing has been
used to promote oral health
behaviors such as tooth
brushing with a specific
product.
While this approach may focus
on the product, the marketing
strategy also focuses on
changing behaviors.

10. Objectives of social marketing
Social marketing seeks to impact personal
behavior by persuading target audience to:
1. Avoid risky practices (e.g. smoking)
2. Discontinue antisocial action (e.g.
spoiling on the ground)
3. Seeking counseling (genetic counseling)
4. Take preventive measures (e.g. safety
belts)

11. Marketing Mix
• In designing a social marketing campaign it is important to
consider the marketing mix.
• The mix refer to decisions about how the product (P) is
designed; price (P); distribution or place (P); and promotion
(P).
• These are called the 4 ‘P’s of marketing which define the
marketing mix.

12. The “product” in social marketing may be
1. An object (such as toothpaste, gloves,
ORS)
2. Services (screening or physical
examination),
3. Practices (breastfeeding, cleaning teeth,
reducing exposure to sugar drinks)
4. Intangible ideas such as protection of the
environment from hazardous waste.

13. In order to define a “product” for
marketing, the targeted population must
perceive that they have a problem or a
need that the product will resolve.
The role of marketing research:
1. to find out consumers’ perceptions of
their needs
2. how much they feel that an action is
needed to resolve the problem.
How to define a product for marketing?

14. 2. Price
▪ Price refers to the action that the consumer
must take to get the marketed “product.”
▪ The action may involve
▪ Paying for the product (cost)
▪ Giving up habits or unhealthy behaviors
▪ Adopting new behaviors.
▪ The benefits of getting the product must
outweigh the cost; otherwise, consumers
will not adopt or “buy” the product.

15. 3. Place
• "Place" in a social marketing campaign refers to channels or
locations where consumers may access the information,
training, or services.
• Place may include:
• a community clinic,
• a private office,
• a church,
• shopping mall,
• mass media,
• billboards, or
• in home demonstrations.
• To determine the best “place” to deliver a product,
research should explore the targeted audience experiences,
demands, and preferences.

16. 4. Promotion ‫ج‬ ‫وي‬ ‫ر‬
‫الت‬
▪ Promotion is the final “P” and it refers to the integrated use of:
▪ advertising,
▪ public relations,
▪ Promotions ‫عروض‬ ,
▪ media advocacy,
▪ personal selling, and
▪ entertainment media.
▪ The focus of promotion is on creating and sustaining demand
for the “product”.
▪ Promotion may take place using:
▪ public service announcements,
▪ paid advertisements
▪ other methods such as coupons, media events, and
editorials,
▪ Research is crucial to determine the best approaches to
promote the product.

17. The sponsor of a social marketing campaign
1. Public sector/governmental
2. Foundations
3. Non-profit organizations

18. Social marketing strategies
Social marketing is widely used to
influence health behavior.
Social marketers use
1. a wide range of health
communication strategies based on
mass media; they also use mediated
(for example, through a healthcare
provider), interpersonal, and other
modes of communication
2. marketing methods such as
message placement (for example, in
clinics), promotion, dissemination,
and community level outreach.

19. Applications of social marketing
1. Increase utilization rates: ORS, toothpaste,
safe drinking water, mosquito net
2. Prevent environmental pollution: recycling
3. Improve Job satisfaction: seat belt, support
for breast feeding through mother-friendly
work program
4. Enhance compliance: Organ donation, anti-
smoking campaign (television ads, telephone
hotlines and package label warnings

20. Thank You…….