“Social marketing” is an approach to persuade people to accept ideas and attitudes, perform healthy behaviors, refer to health facilities, and receive health products.
What is social marketing in health?
“Social marketing” is an approach to persuade people to accept ideas and attitudes, perform healthy behaviors, refer to health facilities, and receive health products.
What are some examples of social marketing in health education?
This approach is very different from the regular health education sessions which are primarily a top-down approach and hardly participatory. The other example of social marketing being very effective is in the case of nutritional educational programs targeting teenagers.
Can social marketing be used to change public health practice?
They argued that the social marketing approaches being adopted in public health may also provide a potent strategy for achieving change from practitioners and concluded that this approach provides a single framework to analyze and address the complex problem of behavior change, systematically using methods proven in commercial marketing [ 18 ].
Is there a social media approach to health promotion?
It’s important to note that we’re not talking here about ‘social media’ platforms such as Facebook and Twitter. Rather we’re talking about an approach to health promotion that incorporates basic concepts found in commercial marketing including: advertising messages that are relevant and motivating.
What is social marketing approach in health promotion?
How is social marketing used to change health behaviour? Social marketing uses behavioural, persuasion, and exposure theories to target changes in health risk behaviour. Social cognitive theory based on response consequences (of individual behaviour), observational learning, and behavioural modelling is widely used.
What is the social marketing approach?
Social marketing is an approach used to develop activities aimed at changing or maintaining people's behaviour for the benefit of individuals and society as a whole.
What is social marketing in public health?
1 Definition. Social marketing as a public health intervention involves applying marketing principles and practices to address challenges to population health for the purpose of. Influencing health-related behaviors. Promoting the adoption of new health-related products or services.
What is social marketing education?
Social marketing can further increase primary school attendance by promoting parent participation in school activities. It can also inform parents about the performance responsibilities of teachers and administrators so they can remind educators what they are expected to accomplish.
What is social marketing and examples?
In social marketing the product is a behavior change or a shift in attitude. For example, a campaign may be designed to increase condom use or to convince adolescents that spreading rumors is harmful or dangerous. P2 - Price is the cost. In social marketing, price is the cost of changing behaviors.
Why should we use a social marketing approach?
Why use Social Marketing? It ensures that policy is based on an understanding of people's lives, making policy goals realistic and achievable. The social marketing approach allows you to target resources cost-effectively, enabling you to select interventions that have the best impact over time.
What are the 4 Ps of social marketing?
The essence of all marketing can be summed up in what has been termed the "4 Ps." They are product, price, place, and promotion. Let's look at each in turn. Product -- The product is what you are marketing. For social marketing, the "product" is a certain behavior you are trying to change.
What are the 4 P's of social marketing?
The essence of all marketing can be summed up in what has been termed the "4 Ps." They are product, price, place, and promotion. Let's look at each in turn. Product -- The product is what you are marketing. For social marketing, the "product" is a certain behavior you are trying to change.
What are the five elements of the social marketing process?
The social marketing process consists of five stages, each of which involves its own set of activities:Formative evaluation and planning.Message and materials development.Pretesting and campaign adjustment.Implementation and materials dissemination.Impact evaluation and feedback.
What is social density and why is it important to social marketing?
Social density is the number of interactions within an area. Offline, a lot of people talking in a small room produces many fascinating behavioural changes. Online, it has a unique importance.
How does change4life use social marketing?
The social marketing programme aims to: Create a societal movement in which everyone plays their part, helping to create fundamental changes to those behaviours that can lead to people becoming overweight and obese.
Why is social marketing considered a primary health care approach?
While they are seen as selective Primary Health Care approaches because they focus on individual behaviour change, social marketing strategies are usually aimed at a large well-defined audience. At the national level, social marketing is an example of how national governments might become involved in health promotion.
What is the purpose of social marketing in health promotion?
The aim of social marketing strategies in health promotion is to change health behaviour. The strategies are often criticised because they focus on individual action and not necessarily the context of people’s lives, which may be a barrier to change. Social marketing approaches are useful when there are clear links between them and other approaches which are grounded in the social setting.
How does social marketing influence people?
Social marketing aims to influence people’s values or attitudes about a social issue that puts health at risk or to influence behaviour by encouraging individuals to make healthy choices. It therefore uses the mass media as an information tool to advise or motivate individuals or companies.
How is social marketing defined?
How social marketing is defined has been broadened to encompass strategies to influence changes to the environment or context of people’s lives, such as through manufacturing, which will make it easier for people to make a health protective choice. Thus, a good understanding of marketing can be a valuable asset to health promotion practitioners. ...
Why is social marketing important?
Social marketing has produced important gains in raising awareness of certain diseases and prevention of those diseases. Clearly we must address diseases that cause human suffering and premature death. Social marketing is an important addition to the toolkit of skills, especially when used in combination with other approaches at community level.
How do social media campaigns achieve their aim?
Successful social marketing campaigns achieve their aim of creating awareness of an issue or bringing about change because they understand the characteristics of their audience; their knowledge, attitudes, values and beliefs. Gathering information to clearly understand the audience enables the strategy to be specifically targeted at a small, fairly homogenous priority audience. The aim is to address and build on existing knowledge and beliefs and to correct misconceptions that are impeding adoption of healthier actions. Using a planning model, such as the Health Belief Model (see Chapter 7) at this stage of planning will enable a broad understanding of the audience segment. Good preparation, making use of research data and pilot-testing ideas with the audience, such as using focus groups, is essential to ensure the expected effects are achieved (Nelson et al 2008). Understanding the characteristics of a sub-set of the wider audience, who have relevant characteristics in common, and directing the message to them, will have more impact. ‘Segmenting’ the audience in this way will mean the strategy is likely to ‘reach’ the priority group, saving money and effort entailed in a ‘one-size-fits-all approach’, and it will help prevent the possibility of failing to engage with the group (s) you want to reach most (Egger et al 2005; Kotler et al 2002).
What is commercial marketing?
the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence voluntary or involuntary behaviour of target audiences in order to improve the welfare of individuals and society.
How can social marketing be used in healthcare?
Firstly, during social marketing campaigns, such as antismoking campaigns, practitioners should reinforce media messages through brief counselling. Secondly, practitioners can make a valuable contribution by providing another communication channel to reach the target audience. Finally, because practitioners are a trusted source of health information, their reinforcement of social marketing messages adds value beyond the effects of mass communication.
What is social marketing?
In the preface to Marketing Social Change, Andreasen defines social marketing as “the application of proven concepts and techniques drawn from the commercial sector to promote changes in diverse socially important behaviors such as drug use, smoking, sexual behavior … This marketing approach has an immense potential to affect major social problems if we can only learn how to harness its power.” 1 By “proven techniques” Andreasen meant methods drawn from behavioural theory, persuasion psychology, and marketing science with regard to health behaviour, human reactions to messages and message delivery, and the “marketing mix” or “four Ps” of marketing (place, price, product, and promotion). 2 These methods include using behavioural theory to influence behaviour that affects health; assessing factors that underlie the receptivity of audiences to messages, such as the credibility and likeability of the argument; and strategic marketing of messages that aim to change the behaviour of target audiences using the four Ps. 3
Why do marketers use behavioural theory?
Social marketers use theory to identify behavioural determinants that can be modified. For example, social marketing aimed at obesity might use behavioural theory to identify connections between behavioural determinants of poor nutrition, such as eating habits within the family, availability of food with high calorie and low nutrient density (junk food) in the community, and the glamorisation of fast food in advertising. Social marketers use such factors to construct conceptual frameworks that model complex pathways from messages to changes in behaviour ( fig 3 ).
How do social marketers use marketing strategies?
In applying theory based conceptual models, social marketers again use commercial marketing strategies based on the marketing mix. 2 For example, they develop brands on the basis of health behaviour and lifestyles, as commercial marketers would with products. Targeted and tailored message strategies have been used in antismoking campaigns to build “brand equity”—a set of attributes that a consumer has for a product, service, or (in the case health campaigns) set of behaviours. 13 Brands underlying the VERB campaign (which encourages young people to be physically active) and Truth campaigns were based on alternative healthy behaviours, marketed using socially appealing images that portrayed healthy lifestyles as preferable to junk food or fast food and cigarettes. 14 15
How does social marketing work?
Social marketing uses commercial marketing strategies such as audience segmentation and branding to change health behaviour. Social marketing is an effective way to change health behaviour in many areas of health risk. Doctors can reinforce these messages during their direct and indirect contact with patients.
What is audience segmentation?
The broadest approach to audience segmentation is targeted communications, in which information about population groups is used to prepare messages that draw attention to a generic message but are targeted using a person's name (for example, marketing by mass mail). This form of segmentation is used commercially to aim products at specific customer profiles (for example, upper middle income women who have children and live in suburban areas). It has been used effectively in health promotion to develop socially desirable images and prevention messages ( fig 2 ).
How does social media affect health?
Social marketing campaigns can change health behaviour and behavioural mediators, but the effects are often small. 5 For example, antismoking campaigns, such as the American Legacy Foundation's Truth campaign, can reduce the number of people who start smoking and progress to established smoking. 16 From 1999 to 2002, the prevalence of smoking in young people in the US decreased from 25.3% to 18%, and the Truth campaign was responsible for about 22% of that decrease. 16
What is health marketing?
CDC defined health marketing as: “Creating, communicating, and delivering health information and interventions using customer-centered and science-based strategies to protect and promote the health of diverse populations” [ 5 ].
Why is social marketing important?
Health is considered as an important market, and people have to pay tangible and intangible costs to buy health products, services, and behaviors. So, health professionals must know about marketing key concepts and designing programs to promote health products and changing health behavior. “Social marketing” is an approach to persuade people ...
What are the 4Ps of marketing mix?
Market analysis is not completed without marketing mix establishment. Marketing mix is also referred to as the 4Ps: product, price, place, and promotion. Product refers to the set of benefits associated with the desired behavior or service usage.
What is market analysis?
Market analysis: For analyzing the market, the partners, the competitors, and the components of marketing mix are identified. Partners are those people or organizations who can help achieve the program goals. They have common, but not the same, goals and can provide the resources and support the activities.
What are the three approaches to change behavior?
In public health, education, marketing, and law enforcement are three main approaches applied to achieve behavior change. For people who consider the behavior change but do not have the required knowledge or skills, education is effective.
How does social marketing change behavior?
Exchange: Social marketing programs aim to change behavior by establishing an exchange between the consumers and the program developer based on the consumers’ wants and needs. In this exchange, consumers give up something of value and receive something of equal or greater value.
Is health a real market?
Health can be considered as a real market in which consumers pay the monetary and non-monetary costs and obtain the benefits of health products, services, or behaviors. If the marketing principles and techniques are applied, we can expect to be successful in selling our products, especially health behaviors.
What is social marketing?
Social marketing: health promotion - part 1. Health promotion campaigns are used to raise awareness about alcohol and other drug (AOD) harms with the aim of improving health outcomes and community wellbeing. But knowing where to start and how to tailor these campaigns can be tricky.
What are the stakeholders in illicit drug campaigns?
illicit drug campaigns can involve a tremendous variety of professionals: from professionals dealing with sexual health and homelessness through to entertainment venue operators); and
