This document provides guidance on effective marketing strategies for health initiatives. It discusses understanding the audience, choosing an appropriate approach, and reflecting an organization's potential. Key points include understanding audience needs, motivations, and expectations; using different tools like advertising or word of mouth at various stages; and engaging stakeholders like celebrities, advocates, and social networks to increase awareness, belief, support and advocacy.

1. Stimulating demand
for healthy choices
Ending the AIDS epidemic

2. Important steps
1. Understand your audience
2. Choose your approach
3. Reflect your potential

3. But first, a message from…
marketing history
U. Penn. course Database & relationship
Gutenberg press in marketing marketing (CRM, MLM, SPAM)
(flyers, brochures)
First paid newspaper Viral
Telemarketing
advertising (France) marketing
1730s 1880s 1941 1970s 1984 2000s
1450 1836 1905 1950s 1980s 1996
Magazines Television Guerrilla
advertising marketing
Trademarks
as branding Integrated
E-commerce marketing
(p2p, interactive
engagement,
social media)

4. Core concepts for you to work with

5. 1. Understand your audience
You need to know why people respond (join, buy, believe)
Underlying needs
– Information, health, procreation, longevity, immunity
Motivations
– Health, fear, prestige, habit
Expectations [rewards]
? ?
– Protection, salvation
?
? ?
Cultural factors
– Reputation (stigma), values, norms

6. 2. Choose your approach
Use the tools appropriate to each stage of your plan
Stages Tools
Understand needs Research & development
Create awareness & interest Advertising, publicity, word of mouth
Develop relationships Engagement, interactivity
Satisfy needs Delivery, follow-up / service
Repeat & customize Retention, referrals, feedback / engagement

7. 3. Reflect your potential

8. Work with like-minded institutions

9. Engage with civil society organizations

10. Inspire private sector support

11. Use 3rd party
endorsements
Celebrities
Goodwill Ambassadors
Politicians
Advocates
Community leaders
People living with HIV

12. Engage with your audiences
Under- Acceptance
Awareness Support Advocacy
standing & belief

13. Use peer influence

14. 5 mo
x
re
l*
w erfu
po
New & improved
TREATMENT 2.0 ®
* People are five times more likely to
respond if their friend recommen
ds

15. Use social networks

16. Why use social media:
Need to move from authority, to influence
Productivity gains:
- Making use of collective knowledge
- Innovation and learning
-Aggregation via dashboard monitors, streams
Empowering communities of interest
Stimulation (it can be fun!)
Ability to influence
Branding

17. 140m
170m
800m
50m+
66m Weibo
500m

18. There are many social media tools available

19. Keep up to date: