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    Asec Paulyn Jean B. Rosell-Ubial Department of Health

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    Arianne A Zamora
    The document defines social marketing as the systematic application of marketing concepts and techniques to achieve behavioral goals for social good. It aims to encourage behaviors that benefit society, such as preventive health behaviors. Social marketing uses tools like audience segmentation, formative research, and the marketing mix to develop programs that promote behaviors like condom use, immunizations, and reducing cigarette smoking. It is distinguished from commercial marketing by its primary focus on social outcomes over profits.

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    Asec Paulyn Jean B. Rosell-Ubial Department of Health

    Uploaded by

    Arianne A Zamora
    94 views20 pages
    The document defines social marketing as the systematic application of marketing concepts and techniques to achieve behavioral goals for social good. It aims to encourage behaviors that benefit society, such as preventive health behaviors. Social marketing uses tools like audience segmentation, formative research, and the marketing mix to develop programs that promote behaviors like condom use, immunizations, and reducing cigarette smoking. It is distinguished from commercial marketing by its primary focus on social outcomes over profits.

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    Social Marketing

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    The document defines social marketing as the systematic application of marketing concepts and techniques to achieve behavioral goals for social good. It aims to encourage behaviors that benefit society, such as preventive health behaviors. Social marketing uses tools like audience segmentation, formative research, and the marketing mix to develop programs that promote behaviors like condom use, immunizations, and reducing cigarette smoking. It is distinguished from commercial marketing by its primary focus on social outcomes over profits.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    94 views20 pages

    Asec Paulyn Jean B. Rosell-Ubial Department of Health

    Uploaded by

    Arianne A Zamora
    The document defines social marketing as the systematic application of marketing concepts and techniques to achieve behavioral goals for social good. It aims to encourage behaviors that benefit society, such as preventive health behaviors. Social marketing uses tools like audience segmentation, formative research, and the marketing mix to develop programs that promote behaviors like condom use, immunizations, and reducing cigarette smoking. It is distinguished from commercial marketing by its primary focus on social outcomes over profits.

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    Asec Paulyn Jean B.

    Rosell-Ubial Department of Health

    General

    Concepts Definition of Terms Principles Examples of Initiatives Conclusions References & Recommended Reading Materials

    Social marketing is not a new concept Weibe asked in 1950s Why cant we sell brotherhood and rational thinking like you can sell soap? Uses standard commercial marketing practices to achieve non-commercial goals

    Primary aim of Social Marketing is social good It has two parents: a social parent = social sciences & social policy; and a marketing parent = commercial and public sector marketing principles

    Shaklee Corporation who pioneered social marketing over 50 years ago, has trade marked the term Social Marketing

    Definition: Social Marketing is the systematic application of marketing, along with its concepts and techniques to achieve specific behavioral goals for social good It aims for buy-in of the population to attain better bahaviour and encourage a health promoting and disease preventing activity

    Activities targeted to groups that can move together to improve situation of vulnerable groups Ex. Cease-fire for Children; Helping Women reach Birthing Homes; Ensuring FP services reach poor women

    Using marketing principles to move individuals to take action for social good or practice better health seeking/ promoting behavior Ex: HIV/AIDS prevention; Rape Prevention; Wearing Seat Belts

    Social Mobilization

    Social Marketing

    Distinguishing feature of Social marketing is its primary focus on social good Social good is not a secondary outcome Not all public sector and not-for-profit marketing is social marketing

    Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims But not all public sector activities are social marketing where the focus is achieving behavioral goals General Guidelines

    NOT Social Marketing:

    SOCIAL MARKETING:

    Campaign to encourage people to get an AH1N1 vaccination (individual benefit not social) Campaign to promote and remind people to get regular check-ups and routine vaccinations to encourage long-term behavior change that will benefit society at large

    Examples

    Social marketers does not only intend to influence a buyer to make a product purchase They deal with more difficult goals of making a potentially difficult and long-term behavioral change in target population

    Social vs Commercial Marketing

    Reducing cigarette smoking initiations among the youth Encouraging smoking men and women to quit Controlling smoking in-door or in public areas Encouraging Condom Use Having their children immunized at the prescribed schedules US campaign Men Can Stop Rape Australias Breaking the Silence for Abused Women and Children to Report/Speak out

    Community-based Social Marketing (CBSM) by Canadian Environmental Psychologist Doug McKenzie-Mohr to change behavior of communities to reduce their impact on the environment Communication for Behavior Modification Initiative (COMBI) WHO strategy for Malaria Control

    Social Marketing in 1960s was used in India as a tool for birth control where persuasion-based approach was favored over a legislative approach

    1971, publication Social Marketing: An Approach to Planned Social Change by Philip Kotler and Gerald Zaltman began its formal recognition as a formal discipline or concept

    1988, Craig Lefebvre and June Flora introduces social marketing to the public health community It is now widely used and explored for public health purposes more than in any other field

    It is in preventive promotive arena of public health where there was a need for large-scale, broadbased, behavior change focused programs where benefits accrue to society and not just the individuals

    1989, Social Change Campaign was introduced by Kotler and Ned Roberto identifying a change agent, the marketer and target adopters the group to modify behavior

    2005, University of Stirling in USA was the first to open a dedicated research Institute to Social Marketing 2007, Middlesex University in UK became the first University to offer a specialized postgraduate program in Health & Social Marketing

    1. 2.

    3. 4.

    Consumer orientation to realize organizational (social) goals An emphasis on the voluntary exchanges of goods and services between providers and consumers Research in audience analysis and segmentation strategies The use of formative research in product and message design and the pre-testing of these materials

    5. 6.

    7. 8.

    An analysis of distribution (or communication) channels Use of the marketing mix--- utilizing and blending product, price, place and promotion characteristics in intervention planning and implementation A process tracking system with both integrative and control functions A management process that involves problem analysis, planning, implementation and feedback functions

    KNOWLEDGE: Data, Information, Facts, Reseacrh

    SOCIAL MOVEMENT: thru Social Mobilization & Social Marketing

    POLICY ADVOCACY: thru Executive or Legislative Action

    Individual Norms/ Institutional Values

    Communication/ Marketing for Mobilization

    KNOWLEDGE

    Social Innovation/ Conceptual Change

    POLICY ADVOCACY

    SOCIAL MOVEMENT Community Empowerment

    Supportive Policy/ Environment

    SOCIAL MARKETING, www.shaklee.com VicHealth History: Major Events and Milestones, www.vichealth.vic.gov.au UK Department of Health, Choosing Health:

    Making Healthy Choices Easier,

    www.dh.gov.uk CDCynery, www.cdc.gov/healthmarketing/cdcynergy/ Many books and publications c/o wikipedia

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