SOCIAL

MARKETIING
Selling Positive
Behavior

dr Rania Hussein
 :the application of"
1. commercial marketing technologies to the
analysis, planning, implementation, and
evaluation of programs
2. designed to influence voluntary behavior of
target audiences
3. in order to improve their personal welfare and
that of society.”

dr Rania Hussein
 HOW DIIFFERS from

􀀁 Commercial Marketing
– Typically goods and services
– For a profit (benefit of shareholders)

dr Rania Hussein
 HOW DIIFFERS
From Education:
– Education typically just informs
– Social Marketing intent is on influencing behavior
change
From Advertising:
– Advertising is only one of the communication
tools for influencing behavior
– There are other powerful tools

dr Rania Hussein
Social Marketing Planning Process:
I. Define a problem, based on Analysis
(Community Needs Assessment)
II. Strategy development
III. Implementation
IV. Evaluation

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 II. Social Marketing Plan= strategy

1. Identify Behavior Change/Actions That Could

Reduce/Eliminate Problem (Behavioral objective)
2. Assess your target audience criteria: Who is
affected by the problem and how can they be
reached?

dr Rania Hussein
II. Social Marketing Plan= strategy
4. Segment Target Market
5. Identify Perceived Benefits to promote/Barriers
to be minimized.
6. Design the (4 P’s)= market mix

dr Rania Hussein
II. Social Marketing Plan= strategy

dr Rania Hussein
Identify Behavioral objective: Actions That . 1
Could Reduce/Eliminate Problem

1. - Accept a New Behavior

2. - Reject a Potential Behavior
3. - Modify a Current Behavior
4. - Abandon an Old Behavior

dr Rania Hussein
 Examples of behavioral
objectives
• Accept a New Behavior
– Take a Folic Acid Supplement (reduce incidence of
birth defects)
 Examples of behavioral
objectives
• Reject a Potential Behavior
– Don’t take OTC medicaments While Pregnant
(reduce incidence of birth defects)
 Examples of behavioral
objectives
• Modify a Current Behavior
– Reduce presence in overcrowded areas (↓
incidence of maternal infections in 1st trimester
→↓ incidence of birth defects)
 Examples of behavioral
objectives
• Abandon an Old Behavior
– If You Smoke, Quit (reduce incidence of birth
defects)
 2. Assess your target audience
criteria: Market research
1. Survey
2. Screening
3. Focus groups
4. Interviews with key
informants
5. The internet ,
literature, and other
sources of 2ry data
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Segment target audience. 3

dr Rania Hussein
 Mass Marketing Approach
Treats markets/target audiences as aggregate,
focusing on common needs, not differences.

Single Marketing Mix

Target
Price

Product Place =
Organization
Promotion Mass Market

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 Market Segmentation
Treats markets/target audiences as consisting of homogenous subgroups,
each having different needs, and focuses on the needs of one or more →
consumers will respond in similar ways
Price Marketing
Mix 1 Target
Product Place
Audience 1
Promotion

Organization
Price
Marketing
Product Place Mix 2 Target
Promotion
Audience 2

dr Rania Hussein
 How to Segment the Market
into Target Audiences
Research is a key component here
• Major segmentation bases include:
1. Geographic factors (location, climate….)
2. Demographic variables (age, gender, income,
occupation, education, religion, nationality, family
size)

dr Rania Hussein
 How to Segment the Market
into Target Audiences
3. Psychographic variables (values- attitudes,
interests → readiness to change)

4. Behaviorist or purchase frequency (nonuser, ex-

user, potential user, first-time user, regular user,
benefits sought and attitude towards product)

dr Rania Hussein
For example, completely different programs
: would be designed for these two segments

• Overweight adults who do not enjoy physical

activity and are not motivated to participate in it.

• Overweight adults who like physical activity and

are motivated to do it, but can't find time to
participate in it. (The program here will address
the barrier of lack of time.)

dr Rania Hussein
 4. Conduct a situational analysis=
market research= SWOT analysis
• A Strengths, Weaknesses, Opportunities, and
Threats (SWOT) analysis guides you to
identify the positives and negatives inside the
organization and outside (in the external
environment).

dr Rania Hussein
 : INTERNAL
• Strengths: internal conditions that are helpful
to achieving the objective
• weaknesses: internal conditions that are
harmful to achieving the objective
1.Human resources
2.Physical resources
3.Financial resources
4.Past experiences
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 EXTERNAL
• Opportunities: external conditions that are helpful to
achieving the objective
• Threats : external conditions that are harmful to achieving
the objective
1. Demographics
2. The socio cultural factors
3. The economy
4. Funding sources (foundations, donors)
5. The physical environment
6. Legislations
7. Local, national or international events

dr Rania Hussein
 Perceived benefits and barriers of
the service to target population
Benefits may be :
1. Health
2. Safety
3. Happiness (trying
something new with
friends)
4. Attractiveness
(enjoying new recipes)

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Barriers may be: Money, Time, Effort, Psychological,
Discomfort

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Eat vegetables and fruits

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Action Will Only Occur if Perceived Benefits >
Perceived Costs
→ social marketing aims to promote benefits,
and minimize barriers

dr Rania Hussein
 Sample Product-Related Activities

• Training (skill-building workshops, parent trainings,

establish groups to provide social support, customer
service training for front-line staff,).
• Services (improve hours, provide more convenient
locations, improve services provided by consultants).
• Produce resource guide.
• Construct a Web site to track behaviors.
• Develop a new product or redesign an existing product
(new packaging for fruits and vegetables, pedometers for
physical activity,).

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 5. Develop a Marketing mix
• 4 P’s= marketing mix
– Product (Service)
– Price
– Place
– Promotion

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 Develop a Marketing mix (cont). 5
• Product:
• In Social Marketing, the product refers to the desired
behavior and all of the benefits, services, that lead the
target audience to adopt it. Product should be:
– Of high quality
– Tailored to fit the target audience needs

– Examples: The product is physical activity and all the benefits

that teens truly want: having fun, being with friends, being
cool, and trying new skills.

dr Rania Hussein
 Develop a Marketing mix (cont). 5
• Price: Cost or barriers associated
with the Behavior Change:
Money, Time, Effort,
Psychological, Discomfort,
loss of peers’ respect

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Social marketing attempts to:
1. minimize costs or barriers :
1. Price discount to certain groups: seniors, students
2. It takes 5 minutes or less
3. We’ll teach you how to do it

2.increase the costs of the competing

behavior by making it more difficult or less
appealing.

dr Rania Hussein
 Develop a Marketing mix (cont). 5

• Place:
1. Actual location: Make it accessible, Convenient,
comfortable
2. Distribution channels= Gatekeepers = 2ry target
audience: through which you reach your target :
health providers, physician, parents, referring
doctors

dr Rania Hussein
 Develop a Marketing mix (cont). 5
• Promotion is the agency’s informative
communication that describes the program's product,
price, and place.
• It has 3 objectives:
1. To inform consumers about existence of the service, its
location, accessibility (prenatal nutrition counseling)
2. To remind former users of continuing existence
3. To persuade prospective users that the product is worth
using (benefits on improving health)

dr Rania Hussein
Most common promotional tools
1. Advertising media
2. Personal promotion
3. Sales promotion
4. Others: posters, brochures, printed T shirts
and mugs, screen savers

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 Advertising media
• Any paid form of non personal presentation of
service or idea
• Newspapers, radio, TV, magazines, internet,
media interviews

• Advantage: access to a large number of

population

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 Personal promotion
• Small group meetings, nutrition classes,
conferences, workshops, telephone conversations,
letters.
• It has many advantages:
1. Direct contact→ + feed back to the listener:
→ communicator ensures comprehension by asking
questions
→ communicator can probe resistance to change
2. Listener considers that someone is now monitoring
his behavior

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 Sales promotion
• Short term incentives to encourage sales of a
service: free samples, coupons

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Example of marketing mix: The 4 P 300

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•
110

Product: screening for hypertension and

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hypercholesterolemia at worksite
10

• Price: at a convenient time at work

• Place: in an accessible large room, room
temp accepted, comfortable seats
Health care providers, referring doctors,
spouses, are invited to attend
• Promotional tools: TV, radio, Print media
(brochures, posters in company cafeteria,
Painted work and city bus), coupons for the
next time
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III. Implement: Deliver Program

1.based on all of the theories of learning,

2. remember that our actions speak louder than
our words: Don’t forget to model healthy
behaviors!

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 IV. Evaluate the Program
1. Formative evaluation – testing and assessing
certain elements of a program before it is fully
implemented→ maximize chance for success

dr Rania Hussein
 Evaluation methods
2. Process evaluation:
• Periodic surveys to assess client satisfaction, and
barriers to successful program

• Focuses on program activities rather than on

outcomes:
1. Nature of the attracted target population (socio
demographic criteria)
2. Extent of their participation
3. The program’s staffing, funding, activities
(sessions, visits, etc)
4. Its location and timing

dr Rania Hussein
 Evaluation methods
3. Impact evaluation: to what
extent the program achieved its
objectives as regards desired
immediate changes:
1. Changes in knowledge
2. Changes in attitude
3. Decision making skills

dr Rania Hussein
 Evaluation methods
4. Outcome= Summative evaluation:
to what extent the program achieved its objectives
as regards long term changes:

1. Behavior change
2. Changes to the physical environment
3. Changes in health status , morbidity, mortality

dr Rania Hussein
 Summary: Social Marketing
Basics
• Are foundations as Commercial Marketing, but
Goal Is Not Revenue/Profit Maximization
• Focus on Enhancing Perceived Benefits and
Reducing Perceived Barriers
• Audiences Are Segmented/Targeted
• Action Will Only Occur if Perceived Benefits >
Perceived Costs
• Manage the 4 P’s: market mix
• Results are EVALUATED

dr Rania Hussein
 References
1. Boyle MA, Holben DH. Marketing
nutrition and health promotion. In:
Community Nutrition in action. An
entrepreneurial approach 2006; 4: 549-
73. Thomson Wadsworth, USA.
• 2.http://www.cdc.gov/nccdphp/dnpa/social
marketing/training/resources.htm

dr Rania Hussein