TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY2
Outline
• Define social marketing
• Social marketing in health promotion
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY3
Definition
• Social marketing is applying commercial marketing methods to the promotion of specific healthy behaviors in a targeted population group.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY4
Definition
• "The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of society."Andreasen, AR. Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. San Francisco, CA: Jossey-Bass; 1995.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY5
Social Marketing
• In the 1970s, Philip Kotler and Gerald Zaltman suggested that marketing principles could be used to sell ideas, attitudes, and behaviors.
• Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY6
Social Marketing• Social marketing has been used to
promote oral health behaviors such as tooth brushing with a specific product. While this approach may focus on the product, the marketing strategy also focuses on changing behaviors.
• Marketing has successfully been used to promote the preferences for “white teeth”.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY7
Marketing Mix• In designing a social marketing
campaign it is important to consider the marketing mix.
• The mix refer to decisions about how the product is designed (Product); price (P); distribution or place (P); and promotion. These are called the 4 ‘P’s of marketing which define the marketing mix.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY8
Product
• The “product” in social marketing may be an object (such as toothpaste or gloves), services (screening or physical examination), practices (breastfeeding, flossing, reducing exposure to sugar drinks) or intangible ideas such as protection of the environment from hazardous waste.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY9
Product
• In order to define a “product” for marketing, the targeted population must perceive that they have a problem or a need that the product will resolve.
• The role of marketing research is to find out consumers’ perceptions of their needs and how much they feel that an action is needed to resolve the problem.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY10
Price• Price refers to the action that the consumer must
take to get the marketed “product.” – The action may involve paying for the product, giving up
habits or unhealthy behaviors or adopting new behaviors. – The benefits of getting the product must outweigh the cost;
otherwise, consumers will not adopt or “buy” the product.
• Because social marketing deals with health behaviors, beliefs, and attitudes, there is a need to research how consumers feel about the product and “cost”.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY11
Place• "Place" in a social marketing campaign refers to
channels or locations where consumers may access the information, training, or services. Place may include a community clinic, a private office, a church, shopping mall, mass media, billboards, or in home demonstrations.
• To determine the best “place” to deliver a product, research should explore the targeted audience experiences, demands, and preferences.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY12
Promotion• Promotion is the final “P” and it refers to the
integrated use of advertising, public relations, promotions, media advocacy, personal selling, and entertainment media.
• The focus of promotion is on creating and sustaining demand for the “product”.
• Promotion may take place using public service announcements, paid advertisements, and other methods such as coupons, media events, and editorials, Research is crucial to determine the best approaches to promote the product.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY13
Additional Social Marketing
• Publics
• Partnerships
• Policy
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY14
Publics• Social marketing campaigns may have
different and sometimes diverse audiences.• External publics include the target audience
(e.g. caregivers), secondary audiences (e.g. children), policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY15
Partnerships
• Successful social marketing campaigns require networking and partnering with community and professional organizations who share similar goals in the mission of the campaign.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY16
Policy
• Social marketing programs may focus on promoting changes in policy and programs to sustain the behavior changes promoted. Advocacy for policy change sometimes is part of an integrated campaign to promote change.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY17
Funding• Social marketing campaigns require
support from grants or contracts from foundations, government, or corporations.
• Social marketing campaigns, if successful, may generate funds through saving of cost of healthcare as a result of change in practices or behaviors.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY19
Detroit Oral Cancer Prevention Project
– 5 year project – Increase awareness of oral cancer and
promote early screening through:• Community education campaign • Media campaign (Billboards, radio, newspaper)• Toll-free information line (1-877-7-CHECKED)• Screening clinic(s)
– Biopsy clinic
– Oral surgery clinics
• Provider education (CDE, CME, Online)
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY20
Goals of ProjectIncrease awareness
Increase screening
Increase proportion of cancers detected earlier
Decrease deaths from oral cancer
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY21
Why Detroit?
• African Americans in Detroit have one of the highest rates of oral cancer in the country.
• Oral cancer is the 4th most common cancer among African-American men in Detroit after
1) prostate
2) lung and bronchus
3) colon and rectum
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY22
Why Detroit?
• During 1992-2001 there were 2,618 deaths due to invasive oral cancer in Michigan
• 46% of all deaths related to oral cancer were clustered in Detroit/Wayne County
• Wayne County had a mortality rate that was higher than the total Michigan mortality rate
• African American males had the highest mortality rate among all race & gender groups
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY23
Early Detection is Key• Get checked before it’s too late
• Better chance of survival if detected early
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY24
Screening Clinic
• Visit your dentist or doctor – Ask to be checked for oral cancer
• Call 1-877-7-CHECKED (1-877-724-3253)– To schedule appointment for screening
• It’s free
• It’s painless
• It could save your life
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY26
Oral Cancer is a Killer in MichiganYou can Make a Difference!
Each year there are over 1,000 new cases of oral cancer and about 250 deaths in our state.
The Detroit Oral Cancer Prevention Project is offering an ONLINE continuing educational program on oral cancer
Earn CME or CDE credit hours by accessing detroitoralcancer.org
Listen to the story of a survivor of oral cancer; watch videos and slide presentation on the diagnosis and prevention of oral cancer.
TEMPLE UNIVERSITY
KORNBERG SCHOOL OF DENTISTRY27
Oral Cancer is a Killer in MichiganYou can Make a Difference!
There is a nominal charge of $15 to issue a CME or CDE certificates
Access the CE program via detroitoralcancer.org
For questions: Call 734-615-7186
School of Dentistry, University of Michigan
This program is funded by the National Institutes of Health/National Institute of Dental and Craniofacial Research and the Delta Dental Fund of Michigan
Top Related