"3 En

Current Environme:

sider the mapping Yilitation programs frorn 1972 to 19821 1

an
A3

A critical factor in#fe economic environment was the cost

of funding. In 197 5
rehabilitating each addict and the availability
:
the cost of caring for and treating drug addicts ranged “anywhen
from $2,000 per addict per year for an outpatient drug subs sn
tion program to $30,000 per addict per year for an extensive inpa
tient withdrawal and rehabilitation program. 7 yet New York
City's annual budget for narcotics rehabilitation was $6 million
which could serve about 3,000 addicts in outpatient treatment(3
$2,000 each) or only 200 addicts in inpatient treatment (at $30,001
each). NewYork City's ponulation of heroin addicts at that imi
was estimated tobe225,0C .. the largest group of narcotics dia
in the city. Therefore, available funds could help only between
0.
PA08
percent and 1.330 percent of that Populaattiin Pe “43
A
#-S a pnysical environment, New York City was a city of hiet
£tr ess
and hii gh poillluuttion, whic: h, according to therapists,
are cor
an that facilitate the use and abuse of drugs. The technologi

ang e. “drug addiction consists of the invento ye

ing drugs faelud & the addiction therapies. In 1972,the addic
medicine
Cd marijuara, coughcodeine, contawung €
deine and ovj glues for Sruktir
inaa heroin, morphine,
Pes
AP

STP. Ten IP hetamines, methamphetamines, Lb» , DM

”,
LSD UMT, and STP. this
an earlier, The list wasment
develo obi
shorter:tl
KA mann

Ge

Werefour major methods for tr

 utic Community. In this approach, the addict is admitted
smail, controlled therapeutic community and commirs him
“or herseli to lead a nonaddictive life, earn the community's
| support, and participate in therapeutic-group.encounter sessionSs.
| The length of stay varies from 36 months to 5 years.
TA 5

Methadone Treatment. In this form of treatment, methadone is

substituted for heroin. The addict's heroinintakeis decreased un- -
til detoxification is complete. At the same time, the dosage of
' methadone, an addicting drug that counteracts the heroin's eu-
| phoric effects, is increased. The addict is maintained on metha-
“done for the rest of his or her life.

“The “British System.” Basically a drug maintenance program, thus

approach assumes that withdrawal from heroin is risky to the ad-
dict's mental and physical heaith. Therefore, the physician pre-
scribes maintenance doses of heroin.
“Table 4-1 compares these four treatments. In 1962, metnadone
"treatment was not available: by 1972, it had become the cheapest
nd most effective form of treatment.
“What about thepolitical/legal environment? In 1972, thus envi-
onment consisted of drug addiction laws and enforcement, as
veli as pressure, public-interest, and self-help groups concerned
rith drug addiction. According to a"directory of 150 self-heip
oups published by the National Seli-Help Clearinghouse, dzug
diction programs ranked at the top ofself-nelp efforts in the
0s, reaching mere addicts than were adrritted to inpatient or
ntrolled therapeutis communities.“ With regard to legal en-
cement, the-Controlled Dangerous Substances Act'of 1970 had
uced the penalty for the possession of marijuana from a felony
misdemeanor. This law differentiated marijuana from other
butriskier drugs, but may have led more people into drug
e and later into harde: drugs. |
2 most pertinent factors to map in the sociocultural environ-
were the values and attitudes that the citizens of New York
2 -bp at 2agicting drugs, their use, and addicts. One ma-
3 found that citizens regarded addiction as a criminal
ta er than as asocial/ medical one. Asa result, the study 5
F Tante 4-1 Summary - ——APProaches En

Rate of Direct Cost Lega

Alternative Average Length Success per Addict La i
Approaches of Stay (percentage)Year spa
Long-term in-
:tutionaliza- :
3.5 years 10 $30,000 Legal
Slam
Therapeutic
community 4 years 65 4,409 Legai
Remainderof nct known not Legat
British system
| the addici's known
life :
Remainder of 87 1,000 Legal
Methadone
treatment the addict's
life
aman
sOURE: S. T. Maidlow and H. Berman, “The Economics of Heroin Treatment” $
1 4
American Journal of Public Health, 62 (1972), p. 1399.

noted, the public vigorously opposed efforts to establish commu- $

nity treatment programs “'out of fear that the programs will :
merely concentrate dangerous socdopaths in the area withlittle $
benefit to the community itselt.$ Another study noted that in $
New York, “the popularity ofliving the “high' life was spreading,
forhe sin had become respectable. . . . There isa growinguseof I
heroin arnong White middle-class people because they tend to
value the respect of peers above everything else. Taking the most $
dangerous drug is a way of gaining their respect. 1

Mapping Future Changes

Social marketers can count on the marketing environment to
Change. Mapping the current environment reveals existing PrOb-
lems and opportunities, whereas mapping likely future changes
maninteevffeeacltih
Ca veo.w
marketing programs have to be changed to re-.

theHereare the major issues in the mapping of future change? In

socia! marketing environment: )
i Extent of Controllability. Is there any aspectof a
uence?
Ipated Change that the social marketer can infl
 Sah

# Probability of Occurrence. Flow probable

will take place, and when will the change occur?
e Locsius, Magni ” and Intensitbunostf iInpmcecdt, Whatand
how much
wil the change affect other social marketing
environmental
forces, the target-adopter semients. the marketing pro-
gram , S product or tangi“h1l. e-prod5g uct base, t.ne progr— am's S
dis-
tribution capability?
.e Priority. What changes should a social marketer aSSign prior-
ity to?
The mapping of future change can beillustrated by an analysis
of the technological changes affecting New York City's drug ad-
diction rehabilitation program. This example focuses on the con-
trollability/occurrence probability issues: On the basis ofthis case
study, a planning approach typoiogy is developed as summarized
in Table 4-2. Commitment planning is appropriatc to environ-
mental change thatis both certain to occur and controllable in key
respects. Uf a change is uncertain but controllable or certain but
uncontrollable, the sujtable planring approach is contingency
planning. Responsive planning is anpropriate when the change
is both uncertain and uncontrollable. |
The technological environment of addicting drugs in 1972 was
largely uncertain and uncontrollable. In hindsight, we know that
technology produced a plethora of new, potent drugs to add to
the preexisting ones. All were uncontrollable in their develop-
ment and introduction in the marketplace. The situation left the
' social marketer with no other way of managing change except by
responding to the changes as thev took place, namely, by respon-
sive planning. Nevertheless, the technolosical change in addic-
tion therap'es that ihe social markete: cc. .ronted in 1972 was

TABLE 4-2 Alternative Planning Approaches

31
Extent of Probability of Future Occurrence ds,
Controllability Certain aa Uncertain

Controllable Commitm.ent planning Contingency planning )

Uncontrol- Contingency planning Responsive planning 1
lable | )
S9uRCE: Constructed from C. D. Basil and C. W. Cook, The Management of Change
(ondon: McGraw-Hill Publishing Company U.K. Limited, 1974).
|
 ea
NN

knew
situation, therefore Crapingg |
were likely to be controllable. The

The
dedining fav
contingency planning. Nah

drup
Introduction of new, more potent addicting Pa :E
bei
cost and easier accessibility affected
The demographic na. al thai
other environmental forces. rOnmeny
people became
as more white middle-class
change, in turn, increased the per-person costs of treatment be A @. el

drugs were being developed and the rate "

Addic."
rehabilitation technologies were being improved. changed
great between the rate
gap existed technologies $!
drugs
ment.
ing multiplied, abut
Unfortunately, rehabilitation
' : :
slowly.new addicting
which
which 3
Given the multiple, interacting environmental
which changes,
ones deserved the most attention? Priority should be based on the
magnitude and speed of each change. This consideration leads to $
the following four classes of changes, as shown in Table 4-3?
fast and vast changes in the environment
which the shortest planning 1-2 years) 4
is appropriate. "3
1. Turbulent: fast but small changes that may be handled under $1 |
for
2. Unstable: horizon (for example,
a 2-3 year planning norizon. !
3. Transitional: siow but vast changes in the environment fot 8
which a planning horizon of 3-5 yearsis appropriate.

Change in the Envwonment

Taste 4-3 Characterizing

SOURCE: Constructed from C. D, Basil and C. W. Cook, The Maneg
(London:McGraw-H ill Publishing Company U.K. Limited, 1974): :
 TABLE 4-4 Priority Setting for Changes in the
Drug Addiction Environment
Change
Environmental Changes Classification Priority
Demographics of addict population: 5
Age distribution Stable
Racial distribution Stable
Sociodemographics Unstable
Economics: 3
Cost of addiction rehabiiitation Turbulent
Subsidy availahility Transitional
,« Natural: pollution and stress : Stable 6
Technology: 1
— Technology of addicting drugs | Turbulen:
Technology of rehabilitation Stable
Political/legal: | 2
Laws on the use and possession of drugs Stabie ,
Enforcement Po Ir Stable |
Sociocultural (public attitudes): ” 3
Toward addicting drugs and their use Transitional
Toward ika addictk Transitional
p is slow moving and incemental. Given these Prioritiae
planner there has to develon and “mpicsent 5.
-. - : & 2s

action 2
that is directed at each major area. Programit
Fa
Pena:

HOW TO MAP THE ENVIKONMENT AND READ Tur p 3

Having examined the environments to be mapped

to do the mapping. Mapping consists of determining Sour .

Environmental Mapping Research: z

Chase proposed four research methods for generati 3!

n e . :
mental data." They are as follows: 5 "Wironsg
1. Opinion Leader Surveys. Such
SUrVeys are usefulfor gather
2 “ f
2

changes, their controllability,

probability of Occurrence |
 Survey data for re-

"Omuubus survey services are cheap and available in most

“Third World countries. However, they sample primarily ur-
“ban populations and therefore must be supplemented by
“other means to reach rural respondents. A group of social
agencies can Join to co-sponsor a “syndicated survey” that
“targets a more representative population.

| countries because they tend to be extremely biased toward

“Upper-income urbanized populations.

““inceased, the reguired sample size increases geometrically,

“and so will the cost. : KI 2 :
,Trimming down the number of iterns in the guestionnaire
is helpful. Get rid of “nice to know” guestions in favor of
'necessary to know" guestions. Open-ended items can be
onverted into checklist items, which will cut down on inter-
iewing time, a factor of cost. | 2
erform only the tabulations needed. Design an analysis
lan right from thestart and stick to it. 22 :
is used,
Ifeannt oouftsaisduebmrietsetaerdchreapogretn.cy Doing
G'-m eliminate the reguire-
so can save the project 5
'much as25 percent to 35 percent of the research 2 Ns
'Percentage is high because reports are usually prepared by
are
an agency's top managers, whose professional services
Costly.
 Analyzing the Mappisr Dar NN
E4 4 4

There Er three Com.nonly tea Methcus “Or A

merta data: (1) tine scenarios
Construc thon met
hroo,dAl,yz(iO2nigthei:
(ssrengih, weakness, Opportunitv, thrcat) an alysis
“9 La Tnet 2, “Ore1
(3) the issue-identfication and analysis method, POd, ang

Gguestions:

« What are soime plausible or possible future con

r factors?» 4
conditions, or Changes that"
e What is the seguence of events,
can desaribe the evolution of cach plausible future Cenditisnh
e What is the probability of occurrence of each futre cond
tion? What is the opportunity or level of threat in each cacat!
What is each condition's major source (for example, techngt"
ogy driven, economically constrained, politically andlegaliy#
driven)? sb :
SWOT Analysis Method. The SWOT analysis method seeks to take
advantage of an organization's opportunities by employing itsf
strengths, while warding off threats by means of avoiding, cor.
recting, or compensating for its weaknesses." The method xg
guided by the following key guestions: 5 “1g

« What trends, changes, or overlooked needs in a programs 8

social marketing enviroriment offer a chance for the program »
to attain its objectives more effectivelv? 4
« What situations, barriers, or constraints in the soci
ing environment and changes in it appear to be poten
 Oo
. Priorities for
Environmental Changes. Significant Trend
1: Technological The development of new
addicting drugs will oc-
cur, while the develop-
ment of new efficient
rehabilitation technigues
will lag.
2: Political/legal
3: Economic
. TM
Major Issue
Should the rehabilitation
program's services be
changed or expanded to
take in new severer cases
of addiction?
getting more legal and .
political support be in- :
creased?
Influenfial Segmcnts For or
Against the Major Issue
For a change in the pro-
gram: legislators and
medical groups
For the expansion af the
program: community
leaders, religious!
missionary groups, and
groups of volunteers
For: reform groups
Against: criminal syndi-
cates/gro"ips
 isL
items. The taskis to sort "hem into major and Minor items ON
bag au

focus on the former.

Ta