Utilizing Social Marketing Utilizing Social Marketing and Motivational and Motivational
Interviewing to improve Interviewing to improve DiabetesDiabetes
MED INF 401Bonnie Livingston
Kristina Rogers
Week 9 – May 28, 2008
What is Diabetes Mellitus?What is Diabetes Mellitus?Disease in which insulin is either not
produced or ignored by the bodyIt is a chronic diseaseThere are two types:
◦Type I◦Type II
Type I DiabetesType I Diabetes• Most Commonly seen in children or
young adults• Also known as juvenile onset or insulin-
dependent diabetes• It is an autoimmune disorder in which
the body is unable to produce insulin• Approximately 5-10% of diabetics have
type I diabetes
Type II DiabetesType II Diabetes• Also known as Adult onset or non-
insulin dependent diabetes• It is the result of insulin resistance• An estimated 85-90% of type II
diabetics are overweight or obese• Increased # of fat cells contributes
to ineffectiveness of insulin, and glucose remains in circulation
• Now becoming more prominent in children as childhood obesity rises
Potential complications of diabetes include:
Heart diseasePeripheral neuropathy/amputationsKidney failure, dialysisRetinopathy which can lead to vision loss
More on DiabetesMore on DiabetesIn 2007, an estimated $174 billon was
spent on diabetes◦The annual cost per person was approximately
$11,744Prevalence rates are on the rise:
◦1980: 2.5%◦2002: 4.2%◦2007: 5.8%◦2050: estimated to be 12%
An alarming trend: pre-diabetes
54 million people Will most likely turn into DM if ignoredBlood glucose is elevatedMay have diabetic-type complications
Medical InterventionsNo cure for diabetesGlucose monitoring Medication
◦Type I – insulin◦Type II – oral medications or insulin
Lifestyle – diet and exerciseType II diabetics can slow progression or
reverse effects of their disease by maintaining a healthy weight
What is Social Marketing?What is Social Marketing?Essentially began in 1792Used to inform the American public of
governmental initiatives, proposed laws, legislation and policy
The term “Social Marketing”◦Created by Kolter and Zaltman in 1971◦Defined as:
“the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence voluntary behavior to target audiences in order to improve their personal welfare and that of their society” (Andreasen 1995, pg. 7)
What is Social Marketing?What is Social Marketing?Designed to benefit individuals or a societyIt is a bottom-up approachConsumer-centered approachLimits:
◦Not effective on genetic or addictive disorders
Strengths:◦Effect on helping people sustain healthy, behavior change
Principles of Social MarketingPrinciples of Social MarketingThe Marketing Conceptual FrameworkRecognition of the CompetitionConsumer OrientationFormative ResearchSegmentation of the PopulationFeedback and Evaluation
Current Social MarketingCurrent Social Marketing“Sunny Side of Truth”
◦Anti-smoking campaign
“Above the Influence”◦Anti-drug campaign
Social Marketing and DiabetesSocial Marketing and DiabetesBenefits:
◦Weight loss, reduced stress, lower risk of stroke and heart disease, patient empowerment, increase self-esteem and increased life expectancy
What does it cost to the individual?◦Change old habits◦An alternative to fast food
Promote healthy lifestyles by using flyers, television and radio
What is Motivational Interviewing?What is Motivational Interviewing?
Defined as “a client-centered, directive method for enhancing intrinsic motivation to change by exploring and resolving ambivalence.”
Initially developed by William Miller in 1983 to help problem drinkers, and was further developed in 1991 by clinical psychologists Professor Bill Miller and Professor Stephen Rollnick.
Non-judgmental, non-confrontational and non-adversarial.
Motivational Interviewing con’t Through the MI technique, counselors attempt to raise their
clients’ awareness of risks and consequences of the behaviors they wish to change. Using directive communication, counselors attempt to help clients envision a better future and achieve behavior changes.
Components of MI include: - seeking to understand the client’s frame of reference - expressing affirmation - reinforcing the client’s own motivational desire- monitoring the client’s readiness to change
- affirming client’s freedom and self-direction
Decisional Balance Tool
STAY THE SAME MAKE SOME IMPROVEMENT
BENEFITS I like: I will like:
COSTS I don’t like: I won’t like:
What specific behavior change are you considering?_____________________
Does it work? Trial results
227 subjects, all in diet/exercise program Randomized to 2 groups: MI or an attention placebo
After 2 sessions, MI group had greater weight loss (5.4kg versus 3.9kg)
After 12 months, MI group maintained greater loss (4.7kg versus 2.7kg)
MI group also demonstrated better glycemic control
More studies being conducted, one to be completed in 2008
Conclusion….
Social Marketing and Motivational Interviewing may have a positive impact on the health outcomes of a population struggling with diabetes and possibly other behavior-related chronic diseases.
THANK YOU FOR YOUR TIMETHANK YOU FOR YOUR TIME
QUESTIONS???QUESTIONS???
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