Social Marketing & Health Promotion 1
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Social Marketing, Health Promotion, promozione della salute
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Social Marketing & Health Promotion 1
- 1. Health policies Organization Evaluation “SOCIAL GOOD” PROCESS OUTCOME ………….. PUBLIC Or/& PRIVATE 1 2 3 Social Marketing Giuseppe Fattori
- 2. 1. Policies
- 3. POLICIES - Health marketing Social Marketing Services Marketing
- 4. POLICIES - Health marketing Social marketing Product marketing Brand marketing Healthy LifeStyles Services Identity Community Patients Stakeholders Object Target Modified from: Rappini, Del Vecchio 2011
- 5. POLICIES - Social marketing 1. Countries Developing CountriesDeveloped Countries Modified from: Lefebvre 2011 structural changebehavioural change
- 6. POLICIES - Social marketing 2. Culture North American PerspectiveUK Perspective Modified from: French 2011
- 7. Bismarck batte Beveridge. La classifica dell’Euro-Canada Health Consumer Index
- 8. 3. Financing INSURANCESTAX Priority setting Priority setting Public goodPublic good Fattori 2011 POLICIES - Social marketing
- 9. marketing alongside other concepts and techniques… Fattori 2011 - modified from French, Blair-Stevens 2006 “SOCIAL GOOD”FOR WHO decides? HOW decides? Who are social marketers? What is it? Social marketing POLICIES - Social marketing / Social Good
- 10. Health Promotion – How decisions are made Who decides?
- 11. 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 - 2008
- 12. 1 2 3 4 5 6 Goodstadt, 2007 Integration of Health Promotion Practice
- 13. 2. Organization
- 14. Research and development Production Quality Health Promotion Units Marketing Communication FIAT 500
- 15. Councils School University Third Sector Regional Agency for Environmental Prevention Entrepreneurs Sport sector Cultural sector Social construction of health = SOCIAL GOOD Health promotion Department: •Health Education •Social marketing •Health communication •Budget •Professional training • Evaluation Citizens Trade Unions Local Health Unit Examples: • Publications • Events/Fairs • Internet/Intranet • Web 2.0 • Radio • TV •… Values – Objectives Laws Nations – Regions Organization Laws Nations - Regions Activities Local Health Units Councils ORGANIZATION - Social marketing Health Promotion Organization
- 16. 3. Evaluation
- 17. Evaluation – Health Promotion Evidence Based Health Promotion (EBHP) Evidence Based Medicine (EBM) evidence of effectiveness community change
- 18. EBM = Your Doctor Wants You To Smoke
- 19. Evaluation - Social marketing / S-ROI Social-ROI LISTER, G., MCVEY, D., FRENCH, J., BLAIR-STEVENS, D., & MERRITT, R. (2007) For every £1 spent on preventative health promotion, the state could save from £34 to over £200 in health spending
- 20. Evaluation - Social marketing / Time Time Modified from: Cugeilman 2010 Although social marketing has been shown to work in various studies, this does not mean that it offers a cost-effective solution. It is one thing to know whether social marketing works, and another to know whether this approach offers a good return on investment, in terms of social outcomes.
- 21. Evaluation - Social marketing / Time
- 22. Evaluation - Social marketing Nancy Lee, 2011 Where’s the beef? Social marketing in tough times
- 23. Evaluation – Where is the beef? Lee 2011 INPUTS OUTPUTS OUTCOMES IMPACT ROI
- 24. Evaluation Fattori 2012: modified from: Nutbeam What do you expect from this intervention? %achievements time AWARENESS BELIEFS BEHAVIOR 5 a day (fruits, vegetables) CHANGE IN HEALTH DISEASE
- 26. 4. Activities Our Experience in Italy
- 27. POLICIES: national, regional and local Regional Social and Health Plan Emilia-Romagna Local Health Plan of Modena National Social and Health Plan
- 28. The local path Priorities Objectives Activities ECONOMIC COMPATIBILITY PARTNERSHIP Local Health Plan of Modena Evaluation
- 29. LEVELS OF RESPONSIBILITY Technical Responsibility Political Responsibility Technical Commission (Public Health Professionals) Conference of Mayors District CoordinationActivities Proposals Objectives Evaluation Local Health Plan of Modena Managerial Responsibility Objectives
- 30. ORGANIZATION Conference of Mayors District Coordination Proposals Objectives Objectives Evaluation Priorities: 1 – Smoke 2 – Alcohol 3 – AIDS/STD 4 – Nutrition 5 – Physical Activity 6 – Dependencies ………. Health & Social Welfare Local Plan Social Policies, Health Policies, Education… Local Health Unit Departments Third Sector Local Health Plan of Modena Activities Technical Commission (Public Health Professionals)
- 31. Priority setting Activities Evaluation Partnership – levels of collaboration PARTNERS: Charity, Citizens, Unions, Businesses Associations, Donors, …
- 32. Partnership and Audience Segmentation dancing with the stars
- 33. “A vision without action is a dream. Action without vision is nonsense. A vision with action can change the world” Joel Arthur Barker If interested: fattori@marketingsociale.net