Stimulating demand for healthy choices


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A general marketing-based guide for those working in HIV and health: an institutional approach to stimulating demand for healthy choices (and thus prevent infections).

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  • Edward Bernays was the ‘father of public relations’, nephew of Sigmund Freud, introduced psycho-analytical principles on human motivations to public relations and advertising. “Crystallizing Public Opinion” published 1923 Manipulating expectations, desires Vance Packard: The Hidden Persuaders Consumer motivational research, psychological tactics, manipulating expectations, inducing desire especially by politicians. Led to Consumer behaviour models (needs, wants, identity, image). Then Demographics (segmentation, databases). Social exchange theory (influence, rewards, reputation). Relationship marketing (viral marketing, peer to peer)
  • People are 5 x more likely to respond to marketing messages if a friend uses the brand. Social targeting builds a 'social grid', via word of mouth, social networks, blogs and messaging platforms. Messages: “people you identify with behave in this way” Facilities: ‘tell a friend’, ‘send a message’, ‘contribute’. Amazon “ n% of others also purchased item x” Facebook: ‘Like this’. UNAIDS: Celebrities: ambassadors, Outlook. Facebook, Twitter
  • Stimulating demand for healthy choices

    1. 1. Stimulating demandfor healthy choicesEnding the AIDS epidemic
    2. 2. Important steps1. Understand your audience2. Choose your approach3. Reflect your potential
    3. 3. But first, a message from… marketing history U. Penn. course Database & relationshipGutenberg 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. 4. Core concepts for you to work with
    5. 5. 1. Understand your audienceYou need to know why people respond (join, buy, believe)Underlying needs – Information, health, procreation, longevity, immunityMotivations – Health, fear, prestige, habitExpectations [rewards] ? ? – Protection, salvation ? ? ?Cultural factors – Reputation (stigma), values, norms
    6. 6. 2. Choose your approach Use the tools appropriate to each stage of your plan Stages Tools Understand needs Research & developmentCreate awareness & interest Advertising, publicity, word of mouth Develop relationships Engagement, interactivity Satisfy needs Delivery, follow-up / service Repeat & customize Retention, referrals, feedback / engagement
    7. 7. 3. Reflect your potential
    8. 8. Work with like-minded institutions
    9. 9. Engage with civil society organizations
    10. 10. Inspire private sector support
    11. 11. Use 3rd partyendorsementsCelebritiesGoodwill AmbassadorsPoliticiansAdvocatesCommunity leadersPeople living with HIV
    12. 12. Engage with your audiences Under- Acceptance Awareness Support Advocacy standing & belief
    13. 13. Use peer influence
    14. 14. 5 mo x re l* w erfu po New & improvedTREATMENT 2.0 ®* People are five times more likely torespond if their friend recommen ds
    15. 15. Use social networks
    16. 16. Why use social media:Need to move from authority, to influenceProductivity gains:- Making use of collective knowledge- Innovation and learning-Aggregation via dashboard monitors, streamsEmpowering communities of interestStimulation (it can be fun!)Ability to influenceBranding
    17. 17. 140m 170m800m50m+ 66m Weibo 500m
    18. 18. There are many social media tools available
    19. 19. Keep up to date: