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Marketing sociale e promozione della salute
Giuseppe Fattori
Web Marketing - Università Milano-Bicocca
Patients
Included
P...
Sono
qui
perché …
G.Fattori 2018
G.Fattori 2017
Da Dove Siamo Partiti…
Modena 16 Novembre 2013
G.Fattori 2018
http://bit.ly/DAE-Italia
Mappa dei defibrillatori promossa da CONACUORE
Health
promotion
Social
marketing
Health promotion as the overaching concept, including and incorporating
social marketing...
Le leve per la promozione della salute
10
INTERVENTI
NORMATIVI
Propensione all’adozione del
comportamento che si intende
p...
G.Fattori 2018
P
Partner
Marketing sociale, definizione
Il marketing sociale è l'applicazione di
concetti e tecniche del marketing e di
altre disci...
LUCA CONTI
Un piano di web marketing in 5 mosse
13
G.Fattori 2018
LUCA CONTI
Un piano di web
marketing in 5
mosse
Una strategia di web marketing digitale si
compone di un ciclo in 5 fasi:
1. analisi e obiettivi;
2. pianificazione;
3. at...
Non dimenticate mai che avete un
obiettivo finale da raggiungere:
convincere l’utente a diventare un
vostro cliente, acqui...
DEFINIRE
OBIETTIVI
Obiettivi legati a
metriche di controllo
G.Fattori 2018
Diversi tipi di marketing
che possono contribuire al “bene sociale”
SETTORE PRIVATO E
COMMERCIALE
SETTORE PUBBLICO
E TERZO...
Riconoscere alcune differenze
Chi fa marketing commerciale Chi fa marketing sociale
Scopo principale: vendite, profitti e ...
“Fare marketing significa
creare e comunicare differenze
percepibili dal cliente in modo
remunerativo per l'impresa”
G.Fat...
2. Marketing strategico
G.Fattori 2018
2. Marketing strategico
Scelta del/dei gruppi target a cui
rivolgere l’intervento.
Al fine di rendere più efficace
l’inter...
2. Marketing strategico
?
Maschio
Modenese
66 anni
Figli tra i 27
e i 32 anni
Interessato al
peccato
Reddito alto
Ama la
m...
2. Marketing strategico
?!
G.Fattori 2018
1) IL SITO WEB
2) IL SOCIAL
WEB
3) LA PUBBLICITÀ
ONLINE
4) LE NUOVE
FRONTIERE
4 PILASTRI
COSTRUIRE
UN SITO
WordPress è
lo strumento ideale
TOO YOUNG TO DRINK
Tròp cén par bàvver
G.Fattori 2018
G.Fattori 2017
G.Fattori 2018
Evaluation
What do you expect from this intervention?
%achievements
time
AWARENESS
BELIEFS
BEHAVIOR
Non bere alcol in grav...
G.Fattori 2018
G.Fattori 2018
This genre of ads regularly appeared in medical journals such as the Journal of the American
Medical Association, an organ...
Fumo e diseguaglianze
“Il fumo è la principale causa di diseguaglianze
nella mortalità tra ricchi e poveri.
Fonte: www.hda...
Prendiamo sul serio
la nostra responsabilità
sociale. E il fumo tra i
giovani è un problema
sociale.
www.philipmorrisinter...
… Philip Morris
Italia ha realizzato una
mostra itinerante contro il
fumo giovanile.
G.Fattori 2018
G.Fattori 2018http://vincos.it/mese
G.Fattori 2018
#invecedifumare
G.Fattori 2018
G.Fattori 2018
G.Fattori 2018
G.Fattori 2018
G.Fattori 2018
G.Fattori 2018
APP Helpaids
G.Fattori 2018
G.Fattori 2018
Patients
Included
PatientsIncludedisaTrademarkoftheREshape&InnovationCenter
™
Citizens
G.Fattori 2018
https://web2salute.com/progetti-studenti-2017-2018/
G.Fattori 2018
G.Fattori 2018
G.Fattori 2018
G.Fattori 2018
G.Fattori 2018
G.Fattori 2018
Statistiche dal al17/11/2017 24/11/2017
Numero Persone Incontrate per la prima volta: 66
Numero accessi totali: 76
Fascia ...
Evaluation – Where is the beef?
INPUTS OUTPUTS OUTCOMES IMPACT ROI
G.Fattori 2018
Twitter - @mktsociale
Newsletter http://www.marketingsociale.net/
http://www.slideshere.net/Fattori
http://www.scoop.it/u/...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Univer...
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Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Università Bicocca Milano

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Marketing sociale e promozione della salute. Presentato all'interno del corso Corso di "Web Marketing" Luca Conti - Università Bicocca Milano

  1. 1. Marketing sociale e promozione della salute Giuseppe Fattori Web Marketing - Università Milano-Bicocca Patients Included PatientsIncludedisaTrademarkoftheREshape&InnovationCenter ™ Citizens
  2. 2. Sono qui perché …
  3. 3. G.Fattori 2018
  4. 4. G.Fattori 2017
  5. 5. Da Dove Siamo Partiti… Modena 16 Novembre 2013 G.Fattori 2018
  6. 6. http://bit.ly/DAE-Italia Mappa dei defibrillatori promossa da CONACUORE
  7. 7. Health promotion Social marketing Health promotion as the overaching concept, including and incorporating social marketing Social marketing for health and specialised health promotion J. Griffiths, C. Blair-Stevens, A. Thorpe
  8. 8. Le leve per la promozione della salute 10 INTERVENTI NORMATIVI Propensione all’adozione del comportamento che si intende promuovere Resistenza all’adozione del comportamento che si intende promuovere MARKETING SOCIALE Sani stili di vita G.Fattori 2018 INFORMAZIONE COMUNICAZIONE
  9. 9. G.Fattori 2018 P Partner
  10. 10. Marketing sociale, definizione Il marketing sociale è l'applicazione di concetti e tecniche del marketing e di altre discipline per raggiungere obiettivi comportamentali volti a migliorare la salute individuale/collettiva e per contribuire a ridurre le disuguaglianze sociali, nell'ambito delle politiche della comunità di riferimento. [Fattori] G.Fattori 2018
  11. 11. LUCA CONTI Un piano di web marketing in 5 mosse
  12. 12. 13 G.Fattori 2018 LUCA CONTI Un piano di web marketing in 5 mosse
  13. 13. Una strategia di web marketing digitale si compone di un ciclo in 5 fasi: 1. analisi e obiettivi; 2. pianificazione; 3. attuazione; 4. adattamento e gestione dei feedback; 5. monitoraggio e misurazione. Un piano di web marketing in 5 mosse
  14. 14. Non dimenticate mai che avete un obiettivo finale da raggiungere: convincere l’utente a diventare un vostro cliente, acquistando i vostri prodotti o servizi.
  15. 15. DEFINIRE OBIETTIVI Obiettivi legati a metriche di controllo
  16. 16. G.Fattori 2018
  17. 17. Diversi tipi di marketing che possono contribuire al “bene sociale” SETTORE PRIVATO E COMMERCIALE SETTORE PUBBLICO E TERZO SETTORE Marketing commerciale Marketing sociale Principale motivazione: PROFITTO E VALORE PER GLI AZIONISTI Marketing del Servizio o dell’Organizzazione Marketing Pro-sociale Societal Marketing Cause-related marketing 111 Principale motivazione: BENE SOCIALE G.Fattori 2018
  18. 18. Riconoscere alcune differenze Chi fa marketing commerciale Chi fa marketing sociale Scopo principale: vendite, profitti e valore per gli azionisti Finanziato da: investimenti e vendite Responsabilità privata es. azionisti e direttori Performance misurate in profitti e quota di mercato Definizione di prodotti e servizi guidati dalla domanda Cultura commerciale – spesso è evidente la cultura di “correre il rischio” Le relazioni sono spesso competitive Finalità principale: raggiungimento di un “bene sociale” Finanziato da: fondi pubblici (tasse, donazioni) Responsabilità pubblica Performance misurate in rapporto agli attuali obiettivi comportamentali I prodotti o i servizi si focalizzano spesso su come affrontare complessi e controversi comportamenti Cultura del settore pubblico - spesso è evidente la cultura di avversione al rischio Le relazioni sono basate sulla costruzione della fiducia 114 Marketing commerciale e marketing sociale G.Fattori 2018
  19. 19. “Fare marketing significa creare e comunicare differenze percepibili dal cliente in modo remunerativo per l'impresa” G.Fattori 2018
  20. 20. 2. Marketing strategico G.Fattori 2018
  21. 21. 2. Marketing strategico Scelta del/dei gruppi target a cui rivolgere l’intervento. Al fine di rendere più efficace l’intervento, è opportuno elaborare una strategia specifica, elaborata appositamente per ogni target scelto. G.Fattori 2018
  22. 22. 2. Marketing strategico ? Maschio Modenese 66 anni Figli tra i 27 e i 32 anni Interessato al peccato Reddito alto Ama la musica …G.Fattori 2018
  23. 23. 2. Marketing strategico ?! G.Fattori 2018
  24. 24. 1) IL SITO WEB 2) IL SOCIAL WEB 3) LA PUBBLICITÀ ONLINE 4) LE NUOVE FRONTIERE 4 PILASTRI
  25. 25. COSTRUIRE UN SITO WordPress è lo strumento ideale
  26. 26. TOO YOUNG TO DRINK Tròp cén par bàvver G.Fattori 2018
  27. 27. G.Fattori 2017
  28. 28. G.Fattori 2018
  29. 29. Evaluation What do you expect from this intervention? %achievements time AWARENESS BELIEFS BEHAVIOR Non bere alcol in gravidanza CHANGE IN HEALTH DISEASE G.Fattori 2018
  30. 30. G.Fattori 2018
  31. 31. G.Fattori 2018
  32. 32. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry.
  33. 33. Fumo e diseguaglianze “Il fumo è la principale causa di diseguaglianze nella mortalità tra ricchi e poveri. Fonte: www.hda-online.org.uk/downloads/pdfs/smoking_and_health_inequalities.pdf
  34. 34. Prendiamo sul serio la nostra responsabilità sociale. E il fumo tra i giovani è un problema sociale. www.philipmorrisinternational.com
  35. 35. … Philip Morris Italia ha realizzato una mostra itinerante contro il fumo giovanile.
  36. 36. G.Fattori 2018
  37. 37. G.Fattori 2018http://vincos.it/mese
  38. 38. G.Fattori 2018
  39. 39. #invecedifumare
  40. 40. G.Fattori 2018
  41. 41. G.Fattori 2018
  42. 42. G.Fattori 2018
  43. 43. G.Fattori 2018
  44. 44. G.Fattori 2018
  45. 45. G.Fattori 2018
  46. 46. APP Helpaids G.Fattori 2018
  47. 47. G.Fattori 2018
  48. 48. Patients Included PatientsIncludedisaTrademarkoftheREshape&InnovationCenter ™ Citizens
  49. 49. G.Fattori 2018 https://web2salute.com/progetti-studenti-2017-2018/
  50. 50. G.Fattori 2018
  51. 51. G.Fattori 2018
  52. 52. G.Fattori 2018
  53. 53. G.Fattori 2018
  54. 54. G.Fattori 2018
  55. 55. G.Fattori 2018
  56. 56. Statistiche dal al17/11/2017 24/11/2017 Numero Persone Incontrate per la prima volta: 66 Numero accessi totali: 76 Fascia EtàNum. da 18 a 2529 Da 26 a 3532 Da 36 a 457 Da 46 a 658 Num. Genere 22 Femmina 54 Maschio Num. Genere 22 Femmina 54 Maschio OrientamentoNum. 0 MsM40 FsF3 Etero39 G.Fattori 2018
  57. 57. Evaluation – Where is the beef? INPUTS OUTPUTS OUTCOMES IMPACT ROI G.Fattori 2018
  58. 58. Twitter - @mktsociale Newsletter http://www.marketingsociale.net/ http://www.slideshere.net/Fattori http://www.scoop.it/u/social-marketing http://web2salute.com/ Social media e promozione della salute E-Book: Amazon- Feltrinelli – Hoepli

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