California State University Long Beach Health Behavior Discussion Watch the TED TALK on The Simple Power of Hand Washing Applying the behavior that is discussed in this TED TALK, explain and provide an example of how you would incorporate the Four Ps of Social Marketing to promote the voluntary adoption of this behavior. Main Points
SOCIAL
MARKETING
• Introduction to Social Marketing
• The Four Ps: Product, Price, Place, and Promotion
• Application of the Social Marketing
Social Marketing
Introduction to
Social Marketing
• Uses principles and techniques borrowed from commercial
marketing to sell products.
• Goal is to influence “consumers” to “buy” a behavior change or
health-related product/technology.
• Purpose is to benefit the target audience and change behaviors that
have social implications.
Differences Between
SM and Commercial Marketing
History of SM
Characteristic
Social Marketing
Commercial Marketing
Desired Outcome
Societal Benefit
Financial Gain
“Product” Sold
Healthy (positive) behavior
Goods and/or services
Perceived Competition
Current behaviors, social norms
Organizations offering similar
goods & services
Behavior Targeted
Behavior that may cost physical,
psychological, or financial discomfort but pay
off in health and societal benefit.
Consumer behavior that
exchanges money for a desired
item, service, or perception.
• Originated from India — In 1960s SM used to promote a family
planning program, particularly the use of condoms.
• Late 1980s and 1990s began placing social marketing in sync with
health education and health promotion, where the purpose is also
behavior change.
History of SM
Basic Principles of SM
1. Focusing on behavioral outcomes.
2. Prioritizing consumers’ rather than marketers’ benefits.
• Social Marketing in the 21st Century (Anderson, 2006) postulates that
a switch from current downstream to an upstream approach is
necessary to affect true social change.
• EX: Childhood Obesity
3. Maintaining an ecological perspective.
4. Developing a strategic “marketing mix” of communication elements according
to the Four Ps.
5. Using audience segmentation to identify meaningful differences among
consumers that affect their responses to the produce or service being offered.
Limitations of SM
Strengths of SM
• Cost-effectiveness
• Use of tailored messages may filter out many people who may be
in need of the services or behavior change.
• Requires a lot of time for extensive formative research and
pretesting.
• Audience-driven nature (formative research)
• Utilization of a wide range of communication channels across a wide range of
settings
• Ability to change social norms and promote an environment of change
• Ability to change a range of health behaviors
• Its empowerment of communities
SM Campaigns Built Around
The 4 Ps
• Product
• Price
• Place
• Promotion
Key Constructs of SM
Construct
Definition
• Behavior or offering that is
intended for the TA to adopt.
Product
• Product – dental floss, condoms
• Service – HIV prevention
• Program – smoking cessation
• Practice – Exercising, breast
feeding
• Attitudes, beliefs, ideas
How To Modify?
• Match with a need felt by the TA
• Make it appealing and attractive
• Link potential benefits
• Find out about competing ideas
(products) and why the TA would
prefer the product being socially
marketed
Link Potential Benefits to Product
• What are the most important benefits of the “product” among the
target population?
• EX: Smoking Cessation among pregnant women
• behavior of not smoking or quitting smoking (the patch or nicotine gum)
• idea of a mother living longer to see her child grow up
Key Constructs of SM
Definition
• Important to know (EX: texting while driving):
• Perceptions of the TA regarding the problem being addressed.
• Whether the product might be an adequate solution to the problem.
• Formative research is useful.
SM Product & Relevant Theories
• Product
• DOI: Product Design
• Trialability, Relative Advantage, Observable
for the TA.
• Monetary
• Psychological or Social
• Fear
• Physical
• Time
• Matching product with different stages of target audience.
Min Costs – Max Benefits
How To Modify?
• Cost of adopting a behavior • Find ways to minimize the
Price
• Social marketers must be informed by research, and can greatly
enhance their efforts by using theory.
• Stages of Change
• idea of a healthy baby
Construct
Designing a Product
costs and maximize benefits
• Find ways to eliminate
barriers
• Marketers must consider that product design influences costs.
• Need to figure out how to minimize cost and maximize benefits
when they are designing the product.
• When deciding to buy or adopt the product, individuals will
typically do a cost-benefit analysis.
Key Constructs of SM
SM PRICE & Relevant Theories
Construct
• Price
Definition
How To Modify?
• Where the TA will be exposed to • Target messages at the
messages about the behavior?
• SCT
• Self-Efficacy: Low confidence in performing the behavior, will result in a
higher cost response.
particular place where the
• Home – TV, newspaper, Internet behavior will be performed.
• Make the product available at
• Workplace – bulletin, email
that particular place.
• Community – church, grocery
store, community center, doctor’s • Choose appropriate distribution
• Reinforcement: Designing a product that will reinforce its use will result
in a better cost-benefit ratio.
Place
office, mall
• HBM
channels, or who will deliver the
message.
• need to balance costs and benefits
Place
Key Constructs of SM
Construct
• Access and availability.
message across to the TA.
• If price is not convenient or access is difficult, then the price goes up!
• TA’s previous negative experiences; Lack of access to the Internet
How To Modify?
channels.
• Advertising – PSAs
inform, persuade, and influence
• Public Relations – Editorials
beliefs & behaviors relevant to the
• Promotions – SWAG
product.
• Media Advocacy – DVD
• Goal: Create demand for the
product!
• Personal selling
• Special events – health
• Communication strategies that
• EX: SC programs would have to be made easily available or located within
other institutions where an expectant mother would go.
• Environmental Characteristics of Place Other than Geographic
Location
Definition
• Mechanism by which one gets the • Integrated use of different
Promotion
campaigns
• Entertainment
Promotion Strategy
Messages & Vulnerability
• Research and theory should inform the promotion strategy.
• These theories suggests the social marketer:
• create a sense of vulnerability or perceived threat surrounding the health
issue through messages
• portray the use of the product as resulting in more benefits than costs and
that those benefits are of value.
• Students: provide examples of messages that create a sense of
vulnerability.
• “Your loved one would want you to”
• “Doctors recommend”
• “People like you do it”
Promotion of P-P-P
• How to promote the first three “Ps”.
• EX: The Social Marketing Campaign would have to:
• make expectant mothers aware of the great benefits of quitting (product),
• that the price is not so bad (price),
• and that programs are easily available and even attractively located (place).
Promotion
• Formative Research with the TA
• The social marketer explores what benefits are of most interest to target
market members and develops strategies and methods accordingly.
• Bottom-up Approach: engage members of the community in the process, so
that the intended behavior is possible and will be maintained and
sustainable.
Application of Social Marketing
Application of the
Social Marketing Theory
Background
• Experience Corps (EC) Baltimore City was designed to increase
physical, cognitive, and social activity among seniors through
specially designed volunteer roles in public elementary schools.
• The study describes the design of a promotion campaign that
appeals to generative motives in older adults.
4 Theorized Ps of EC
• Product: the desired behavior is increased physical, cognitive, and
social activity.
• Price: cost or barriers to adopting the product, would be inactivity.
• Place: public schools
• Promotion: older adults would be attracted by generative motives
(i.e., desire to make a difference for the next generation).
EC’s Use of SM’s 4 P’s
• EC study:
Methods
• RCT
• Presents promotion campaign results and mass marketing data.
• Demonstrates the feasibility of recruiting older adults through a SM
campaign.
• Demonstrates how SM could be used to guide:
(1) the development of volunteer programs designed to served as PH
intervention and
(2) future research.
EC Product
• 700 older adults over 4 years
• Intervention: received 30 hours of training and placed in
participating Baltimore City public schools
• Control: placed on a waiting list for EC that includes low-intensity
volunteer alternatives.
EC’s Product Strategy
• Core Product
• Divided product strategy into 3 components:
• Core Product: desired benefit from PH perspective.
• Actual Product: desired product or behavior from the participant’s
perspective.
• Augmented Product: tangible objects and services that support the
behavioral change.
EC’s Product Strategy
• Actual Product
• Increased physical, social, and cognitive activity
• Evidence suggests that direct promotion of physical activity has
had limited effectiveness.
• EC theory: a min of 15 hours of volunteering a week would
promote a significant amount of physical activity through travel
to and from, as well as activity within, a school.
EC’s Product Strategy
• Augmented Product
• Generative fulfillment: provides older adults an opportunity to
give back to the community.
• EC designed both a HP intervention and a program to improve
academic outcomes among children.
• Characterized by the desire to leave a legacy and contribute to
the next generation.
• EC recruited volunteers and created opportunities for neighbors
to interact.
EC Price
• Within SM, price represents the cost of replacing a sedentary or inactive
lifestyle with high-intensity volunteering.
• Intervention arm received a monthly stipend that helped reimburse the costs
incurred through participation. Req. 15 hrs/week, most averaged 22 hrs/wk.
• Additional cost: random assignment to either EC or control arm.
• Monetary compensation of $25 for each evaluation.
EC Place
• Volunteers in EC performed needed roles in urban public elementary schools,
which are typically underfunded and overextended.
• Roles were valued by principals and attractive to older adults with a wide
variety of educational levels.
• Supported general literacy and math skills
• Library and computer lab use
• Violence prevention through conflict resolution
EC Promotion
EC Promotion (continued)
• Personal media channels
• word-of-mouth recruitment through social networks.
• Selective media channels
• church bulletins, community outreach talks
• Direct Mailings
• formal social networks (AARP, etc.)
• Mass Media Campaign
• Recruitment messages
• “Share your wisdom”
• “Do you want to make a difference?”
• Publicized a recruitment phone number to initiate a 5-step
recruitment process.
• radio ads on local gospel radio, press releases
Results
Results
• Source of recruitment
• 155 successfully recruited
• Most common: Word of mouth (31%)
• average age 69 years old
• Mass media (25%)
• 85% women
• Direct mailings (19%)
• 87% African American
• Brochures (16%)
• 43% had more than a HS education
• Notices in church bulletins (13%)
• Outreach talks (12%)
Conclusion
• EC demonstrated that a promotion message that appealed to
leaving a legacy and contributing to the next generation could
recruit older adults successfully across multiple strategies that
included:
1. word of mouth
2. selective media such as community outreach and direct mail
3. mass media in the form of radio ads
Conclusion
• Recruitment results also confirmed 2 other aspects of the EC
model:
• local public school represents a place that is attractive to older African
American volunteers who are at high risk for poor health outcomes.
• and although the associated stipend was important in overcoming the price
or cost of high-intensity volunteering, it was not the primary motive for
participation in the first year of the trial.
Implications for PH Practice
Conceptual Framework for EC
•
Core Product:
desired benefit
from PH
perspective.
•
Actual Product:
desired product
or behavior
from the
participant’s
perspective.
•
Augmented
Product:
tangible objects
and services
that support the
behavioral
change.
• Any expansion of national and community service should consider models designed to
simultaneously serve as public health interventions.
• This approach could create a potential “win-win” situation for both older adults and
society.
• EC demonstrates how marketing principles could be used to guide future health policy
initiatives based on older adult national and community service.
• For example, although EC appeals to “generative motives,” other motives such as
patriotism, social justice, or the environment might serve as the actual product in newly
developed public health interventions.
2. HSC 400
3. Assignment of a score of zero (0) for the specific demonstration of competence, resulting in the
proportional reduction of final course grade;
4. 150 words
5. 10 points each so 50 points total
6. Worksheet 1 due by Thursday the 5th
7. 75 min
8. Students are required to cite ALL assignments using American Psychological Association (APA)
Reference style (including the use of in-text citations and a reference list), 10-12-point Times New
Roman font, double-space with 1-inch margins all around
30% will be deducted
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Watch the TED TALK on The Simple Power of Hand Washing
Applying the behavior that is discussed in this TED TALK, explain and provide an example
of how you would incorporate the Four Ps of Social Marketing to promote the voluntary
adoption of this behavior.
What really caught my attention while I was watching Myriam Sidible lecture was when she said
“what we can do to prevent diseases isn’t some smart, new technological innovations. It’s one of the
world’s oldest inventions, a bar of soap. Washing hands with soap, a habit we all take for granted, can
reduce diarrhea by half, can reduce respiratory infections by one third”. I totally agree with her talk.
She made me realize how important washing your hands is and that not many people realize how
important it is. It should be a habit that everyone has so that we can prevent diseases.
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