Social Marketing

Social Marketing: The 4 P’s and their application to breastfeeding campaigns

Tutorial Breakdown Brief history of Social Marketing Themes, features, and applications of Social Marketing Cultural Norms and Social Marketing 4 P’s (Marketing Mix) Case Studies National WIC Breastfeeding Promotion Plan Loving Support Campaign Be A Star Campaign

Learning Objectives To understand the key themes of social marketing and the potential applications of social marketing techniques within the field of public health. To analyze the “Marketing Mix” and understand the importance of integrating product, price, place, and promotion in order to maximize campaign effectiveness. To evaluate examples of successful breastfeeding campaigns in order to examine the application of the 4 P’s and necessary components of a social marketing campaign.

A little history… ,[object Object],They proposed that marketing is a “pervasive, societal activity that goes considerably beyond the selling of toothpaste, soap, and steel” First time that marketing was considered for organizations, persons, and ideals The term “Social Marketing” was officially introduced in 1971

Social Marketing Key Themes Research and Evaluation are the key components The primary focus is on the consumer For social marketing to be an effective strategy, it is critical to learn what people want or need rather than persuading individuals to buy a good Marketing talks TO the consumer, not about the product

Essential Features It is a distinct discipline within the field of marketing It is for the good of society as well as the target audience It relies on the principles and techniques developed by commercial marketing

Applications Social marketers typically attempt to encourage their target audience to partake in four types of behavior change Accept a new behavior (e.g., Breastfeeding) Reject a potentially undesirable behavior (e.g., Smoking) Modify a current behavior (e.g., Increased Exercise) Abandon an undesirable behavior (e.g., Drinking and Driving) 4 Major areas where social marketing techniques are utilized: Health Promotion, Injury Prevention, Environmental Protection, and Community Mobilization

Social Marketing approaches to influence behavior… Downstream Approach or horizontal perspective- addresses barriers/benefits on the individual level Midstream Approach-attempts to reach individuals who have the ability to influence others in the target community including family members, co-workers, friends and neighbors Upstream Approach- attempts to alter policies, regulations, and laws to influence societal behavior change

Cultural Norms and Social Marketing Social Marketing Campaigns are affected by social, cultural, and regulatory environments Campaigns must take these factors into account in order to maximize effectiveness Formative research (e.g., focus groups, surveys, interviews, etc.) is a necessary component of designing a social marketing campaign

Taking into account social, cultural, and environmental norms… Examples: Anti-hepatitis B campaign in China Anti-HIV/AIDS Case study in Mexico Anti-Dengue Fever campaign in Singapore

4 P’s of Social Marketing “The genus of modern marketing is not the 4 P’s, or audience research, or even exchange, but rather the management paradigm that studies, selects, balances, and manipulates the 4 P’s to achieve behavior change. We keep shortening the marketing mix to the 4 P’s…It is the mix that matters the most.” –Bill Smith, Academy for Educational Development 4 P’s- Product, Price, Place, Promotion Must be developed simultaneously or as a “mix” not as isolated strategies

PRODUCT Concrete physical products, services, practices, AND intangible ideas (most often the case in the field of public health) People must believe that there is a problem, and that the product being offered is a good solution to that problem

PRICE What the consumer must do in order to attain the social marketing product The price of a product an be monetary, involve time and effort, require the consumer to give something up, or involve discomfort or condemnation

PLACE This describes the way that the product reaches the consumer Intangible product: Important to make decisions about the best channels in which to reach consumers Channels can include doctors offices, mass media campaigns, shopping malls….etc.

PROMOTION The use of advertising, public relations, promotions, media advocacy, personal selling, and entertainment channels The focus is on generating and sustaining the demand for the product Promotion channels include television, internet, radio, posters, pamphlets, direct mail, DVD’s, billboards, newspapers, etc….

Additional “P’s” of Social Marketing Publics- External and Internal groups involved in the social marketing intervention Partnership-Collaboration with other community organizations in order to increase accessibility and demand Policy- Using media advocacy to encourage policy change Pursestrings- Where will you get the money for your program? Who are the stakeholders involved? What information do the stakeholders expect/require?

Social Marketing and Breastfeeding “Normalizing the concept” 4 P’s of marketing breastfeeding Product- Breastfeeding Price- emotional, psychological, physical, and social costs of breastfeeding Place- The best area/venue for a media campaign Promotion- how messages should be disseminated to cause change

Case Studies: Examples of effective social marketing campaigns that improved attitude and increased behavior surrounding appropriate breastfeeding practices

National WIC Breastfeeding Promotion Plan Pilot States: Iowa, Arkansas, Nevada, California, New Jersey, West Virginia, Ohio, New York, Mississippi, Chickasaw Indian Tribal Organization ,[object Object]

Secondary target audience: mothers, husbands, and boyfriends of pregnant women as well as WIC nutritionists, clerical staff, and prenatal care providers

Tertiary audience: The general public,[object Object]

Media/Marketing:Television and radio advertisements, billboards, posters, educational pamphlets, information booklets, and staff support kits with resource information and promotional materials.,[object Object]

National WIC Breastfeeding Promotion Project Place Focused on reaching the diverse environments in which mothers, their friends, and relatives obtain infant care information Targeted hospital environments and homes Promotion Variety of methods- legislative, policy, and organizational development, media and grassroots advocacy, professional training and education, peer counselor programs, and direct advertising. Developed a campaign message that used emotional appeal, conveyed a positive, congratulatory tone, and was communicated through family spokespersons.

Breastfeeding rates at 6 months went from 20.4% to 32.2% after a year of the programs operation.http://www.social-marketing.org/success/cs-nationalwic.html

“Loving Support Campaign” Important aspect of the National WIC Breastfeeding Promotion Campaign was a strong focus on encouraging support for breastfeeding from family members, spouses, and friends Support from the pregnant woman's mother increased from 35.2 percent to 53 percent. Support from the pregnant woman's husband or boyfriend increased from 47.7 percent to 53 percent. Support from the pregnant woman's friends or other relatives increased from 48.8 percent to 51.1 percent. Support from the pregnant woman's prenatal health care provider increased from 62.4 percent to 83.8% and from WIC employees from 81.9 percent to 92.5 percent.

Be A Star Campaign Target population: Young moms throughout Central Lancashire, England Formative research revealed that decisions on breastfeeding were strongly influenced by the attitudes and opinions of peers and family members. Campaign focuses on key influencers in the mom’s lives including their parents, their partners, their friends, and their baby. Objectives: 1. Improve peer support for expecting young moms 2. Improve understanding and acceptance of breastfeeding within the community. 3. Improve association between positive values(pride, confidence, and beauty) and breastfeeding practices

Product: Breastfeeding Price: Costs were identified as negative attitudes and opinions of peers/family members on breastfeeding, lack of support, and lack of understanding Place: Doctors offices, libraries, hospitals, and Sure Start Centers Targeted buses, shopping centers, and other locations where research indicated young moms spent time

Promotion: Leaflets - Hints, tips and advice about breastfeeding The Be A Star Blog-Featuring news articles, advice about breastfeeding, and local support information Local radio and outdoor advertising- In key areas such as in shopping centers or inside buses Newspapers for Dads- Designed specifically for the partners of the target audience Community engagement pack- Developed to encourage local retailers, cafe’s, and community venues to become breastfeeding friendly

Campaign promotion has spread from 1 primary care trust (local organization providing primary care services) to 15 primary care trusts throughout England

Has improved breastfeeding rates nationwidehttp://www.beastar.org.uk/archives/46#more-46

Social Marketing

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