SOCIAL MARKETINGSOCIAL MARKETING

Dr Babar T Shaikh

The Aga Khan University, Karachi, Pakistan

applications in public health

SOCIAL MARKETING

Enabling Objectives:• To learn the basic concepts of social

marketing

• to understand ways of performing social marketing in developing countries

• To learn four Ps of social marketing

Social Marketing

Performance Objectives: By the end of the presentation,

learners will be able to• conceptualize basic concepts of social

marketing• understand its important components• apply the knowledge in medical

practice

What is Social Marketing?

It is a marketing strategy modeled after corporate

marketing, used by health professionals to develop

successful health messages.

Social Marketing

• What makes social marketing different than other social change strategies?

• How is it different from what you are doing right now?

Social Marketing

Key concepts• Uses commercial marketing technologies

and theory

• Brings about voluntary behavior change

• Targets specific audiences

• Focus is on personal welfare and that of society

Social Marketing

Potential Applications• Promote healthy behavior

• Promote services

• Increase utilization rates

• Improve customer satisfaction

• Enhance compliance

Social Marketing

Social Marketing’s Popularity• It works by bringing about

behavior change

• More cost effective

• Reaches larger numbers

Social Marketing

Distinguishing Features of Social Marketing

• Exchange theory• Consumer orientation• Data based decision making• Competition• Willingness to change offer

Social Marketing

# 1 Consumer Orientation• Understand consumer perceptions

• Which benefits they find attractive

• Costs or barriers that deter them

Social Marketing

Put Simply, Consumer Orientation Means

• Understand what they want and need

• Respond to their wants and needs

Social Marketing

#2 Exchange Theory• Exchange time and effort for benefits

• Make an attractive offer

• Create an awareness that the problem exists

• Demonstrate the product’s benefits

• Help lower the price

Social Marketing

#3 Data Based Decision Making• Logical model for planning

• How you plan to help

• What you will help them to do

• Which factors you must address

• Data based decision making

Social Marketing

#4 Competition

• Marketers keep a steady eye on the competition

• Marketers position products relative to the competition

Social Marketing

#5 Willingness to Change Offer• Committed to designing products

consumers want

• Committed to modifying programs

• Committed to addressing facts that influence their behavior

Social Marketing

Top Down Planning• Expert driven

• Best practices

• Literature review

Traditional Approach to Health Education Messages

Social Marketing

In Other Words…• We will tell you what you need and

want (expert driven)

• Offer everyone same product, price, place and promotion

Social Marketing

Social Marketing Uses A Interdisciplinary Approach

• Social anthropology

• Behavior psychology

• Communications

• Education

• Commercial Marketing

Social Marketing

Demographics• Age

• Gender

• Ethnicity

• Geographical area

• Education level

Social Marketing

Psychographics• Attitude toward new behaviors (early vs. Late

adopters)

• Types of people who share similar hopes, concerns, or who they admire

• Aspirations, personality types, lifestyles

• Willing to take risks and try new behaviors

• Tend to follow the crowd

Social Marketing

Commercial Marketing• Satisfying customer needs and wants

• Process for individuals and groups to obtain what they need and want by creating/ exchanging products and value with others

Social Marketing

Marketing• Audience segmentation• Product development• Pricing• Testing• Distribution

Social Marketing

Segmentation:Marketing Model

• Marketers know they can’t appeal to all buyers in the same way

• Political marketers: who do they try to reach?

• Coca cola: what proportion of market do they try to reach?

Social Marketing

Segmentation Strategy• Divide heterogeneous group in

homogenous subgroups

• Identify targets of opportunity

• Identify subgroups to respond to same offer

• Design interventions effective for each segment

Social Marketing

The Four P’sof Social Marketing

Product Price

Place Promotion

Social Marketing

Product

What we’re offering people:• Service

• Behavior

• Commodity (tangible goods)

Social Marketing

Product Must BeSolution to a problem:• Benefits• Unique• Competitive

Real:• Defined in terms of the user’s beliefs,

practices, and values

Social Marketing

PriceThe cost of adopting the product:• Money• Time• Pleasure• Loss of self-esteem• Embarrassment

Social MarketingPlace

Channels for information:• Where service is provided• Where information is received• Where tangible product is purchased• Available• Easy to find and use• Appropriate• Timely

Social Marketing

Promotion

Message design elements:• Type of appeal

• Tone

• Spokesperson

Social Marketing

Social Marketing Works!• It brings about behavior change

• More cost effective by reaching larger numbers