Applying the 4 P’s in Health Applying the 4 P’s in Health MarketingMarketing

Michael StellefsonMichael StellefsonDoctoral StudentDoctoral Student

Department of Health and KinesiologyDepartment of Health and KinesiologyTexas A&M UniversityTexas A&M University

4 P’s of the Marketing Mix4 P’s of the Marketing Mix

ProductProduct Place (Distribution)Place (Distribution) PromotionPromotion PricePrice

Marketing MixMarketing Mix

ProductProduct Refers to the actual program you are Refers to the actual program you are

planningplanning Goal is to develop the best product with Goal is to develop the best product with

the resources availablethe resources available

Marketing MixMarketing Mix PricePrice

Social and External Prices vs. Monetary Social and External Prices vs. Monetary CostCost

Monetary CostMonetary Cost Who are the clients?Who are the clients? What is their ability to pay?What is their ability to pay? Is the program covered under an insurance Is the program covered under an insurance

program?program? What is the demand for the program?What is the demand for the program?

Money making for organization?Money making for organization? Benefits/barriers for clients?Benefits/barriers for clients?

Marketing MixMarketing Mix

Place/DistributionPlace/Distribution Best place to offer programBest place to offer program Best time to offer programBest time to offer program Through what channels are we Through what channels are we

distributing programdistributing program Competitive advantage lies in distributionCompetitive advantage lies in distribution

Marketing MixMarketing Mix

PromotionPromotion Deals with communication that program Deals with communication that program

planners use to attract those in the planners use to attract those in the target population to become involved in target population to become involved in a programa program

Informative and PersuasiveInformative and Persuasive Creative titleCreative title

Headline mentalityHeadline mentality

Marketing MixMarketing Mix PromotionPromotion

Useful Techniques in PromotionUseful Techniques in Promotion Providing incentives for people to become involvedProviding incentives for people to become involved Gaining the endorsement of key people in an Gaining the endorsement of key people in an

organization/community (related to distribution)organization/community (related to distribution) Distributing mailbox or door-to-door summariesDistributing mailbox or door-to-door summaries Making a personal contact with an individual Making a personal contact with an individual Setting up a mentoring program where someone Setting up a mentoring program where someone

already in the program works with a beginneralready in the program works with a beginner A special kick-off, countdown, ribbon-cutting, or health A special kick-off, countdown, ribbon-cutting, or health

event to get a program startedevent to get a program started

Examples of 4 P’s in ActionExamples of 4 P’s in Action

Traditional Marketing (New Coke Product)Traditional Marketing (New Coke Product) Product – new drinkProduct – new drink Price – reduced price during introduction Price – reduced price during introduction Place – widely distributed in all storesPlace – widely distributed in all stores Promotion – ads on TV and in magazinesPromotion – ads on TV and in magazines

Health Marketing (New HIV Testing Kit)Health Marketing (New HIV Testing Kit) Product – new kit released from manufacturerProduct – new kit released from manufacturer Price – free for trial usePrice – free for trial use Place – distributed through health departmentsPlace – distributed through health departments Promotion – national media outlets; medical Promotion – national media outlets; medical

journalsjournals

4 P’s of Marketing are 4 P’s of Marketing are EssentialEssential

We have come to believe that the Four Ps We have come to believe that the Four Ps are boring, because we are only truly are boring, because we are only truly doing anything about Promotion doing anything about Promotion (Andreasen, 1994).(Andreasen, 1994).

Stop stressing awareness, acceptance, and Stop stressing awareness, acceptance, and knowledge before figuring out what new knowledge before figuring out what new services people need, what benefits they services people need, what benefits they want, and what barriers you can make want, and what barriers you can make easier to overcome. Marketing is about easier to overcome. Marketing is about programs, not posters. (Andreasen, 1994).programs, not posters. (Andreasen, 1994).

Planning a Marketing Planning a Marketing StrategyStrategy

1.1. Establish goals and objectivesEstablish goals and objectives2.2. ResearchResearch3.3. Delineate priority audienceDelineate priority audience4.4. Determine budget capacityDetermine budget capacity5.5. You vs. Competition (establish your niche)You vs. Competition (establish your niche)6.6. Determine selling pointsDetermine selling points7.7. Develop a promotional planDevelop a promotional plan8.8. Establish tracking methodsEstablish tracking methods9.9. Evaluate and recycleEvaluate and recycle

Market ResearchMarket Research

The systematic gathering, recording The systematic gathering, recording and analyzing of data about the and analyzing of data about the problems relating to the marketing problems relating to the marketing of good and services.of good and services.

Why Do Market Research?Why Do Market Research?

Conducting effective marketing Conducting effective marketing research allows the social marketer research allows the social marketer to understand the ecological factors to understand the ecological factors that impact behaviorthat impact behavior Essential to crafting a fully rounded Essential to crafting a fully rounded

marketing mix. marketing mix.

Marketing & Needs Marketing & Needs AssessmentAssessment

On what days of the week would you like the On what days of the week would you like the program offered?program offered?

At what time of the day would you like the At what time of the day would you like the programs offered?programs offered?

How much would you be willing to pay to How much would you be willing to pay to attend the program?attend the program?

What type of HP programs would you What type of HP programs would you participate in if they offered in the community?participate in if they offered in the community?

What might be the best way to notify you of What might be the best way to notify you of future programs?future programs?

Do you think other members of your family Do you think other members of your family would like to attend these programs? If yes, would like to attend these programs? If yes, which members?which members?

Market SegmentationMarket Segmentation

Taking what has been learned about a target Taking what has been learned about a target market and devising specific programs and market and devising specific programs and services that specifically address the various services that specifically address the various wants and needs of subgroups within priority wants and needs of subgroups within priority populations populations

Program managers segment target markets Program managers segment target markets wherever feasible and devise budgets and wherever feasible and devise budgets and strategies that are specifically adapted to the strategies that are specifically adapted to the characteristics of each defined segmentcharacteristics of each defined segment

GoalsGoals Define homogenous subgroups for message and product Define homogenous subgroups for message and product

design purposesdesign purposes Identify segments that will target distribution and Identify segments that will target distribution and

communication channel strategiescommunication channel strategies

Choosing a Target MarketChoosing a Target Market

1.1. Define the marketDefine the market2.2. Segment the marketSegment the market3.3. Analyze each segmentAnalyze each segment4.4. Develop profiles of resulting segmentsDevelop profiles of resulting segments5.5. Develop measure of segment Develop measure of segment

attractivenessattractiveness6.6. Select the target market you want to reachSelect the target market you want to reach7.7. Develop marketing mix for each target Develop marketing mix for each target

marketmarket

Getting PositionedGetting Positioned

PositionPosition - image or niche that a distinctive product or - image or niche that a distinctive product or service has in the marketplace resulting from service has in the marketplace resulting from 1) meeting specific needs identified during a comprehensive 1) meeting specific needs identified during a comprehensive

needs assessment and needs assessment and 2) providing a unique product or service to a unique group of 2) providing a unique product or service to a unique group of

people people Do quality workDo quality work Distribute tailored newsletters,materials, etc.Distribute tailored newsletters,materials, etc. Stay ahead of the competitionStay ahead of the competition Create satisfied consumersCreate satisfied consumers Work with leadersWork with leaders

Model for Understanding Model for Understanding Consumer BehaviorConsumer Behavior

Transtheoretical Model (Prochaska & Transtheoretical Model (Prochaska & DiClemente, 1984)DiClemente, 1984)

PrecontemplationPrecontemplation ContemplationContemplation PreparationPreparation Action Action MaintenanceMaintenance

Helps in product developmentHelps in product development

PrecontemplationPrecontemplation

The Social Marketing challenge is to The Social Marketing challenge is to make the target population aware of the make the target population aware of the new behavioral possibility and show that new behavioral possibility and show that proposed behaviors are: proposed behaviors are:

1.1. Not against the values of their Not against the values of their society society

2.2. That behavior change can improve That behavior change can improve quality of lifequality of life

Contemplation to ActionContemplation to Action

Must understand health behavior Must understand health behavior theorytheory

Realize how individuals contemplate Realize how individuals contemplate taking actiontaking action

Marketing a new behavior inevitably Marketing a new behavior inevitably means de-marketing an old behavior means de-marketing an old behavior (Kotler and Levy, 1971)(Kotler and Levy, 1971)

MaintenanceMaintenance Recognize that social marketing Recognize that social marketing

programs face direct and indirect programs face direct and indirect competition for the target consumer’s competition for the target consumer’s behavioral choices.behavioral choices.

A great many social marketing behaviors A great many social marketing behaviors are not intrinsically rewarding (Graeff, are not intrinsically rewarding (Graeff, Elder & Booth, 1993). Elder & Booth, 1993). Must try to use rewards and incentives when Must try to use rewards and incentives when

possiblepossible

Summary of Health Summary of Health MarketingMarketing

1.1. Bottom line is behavior change, not providing Bottom line is behavior change, not providing information or changing attitudes.information or changing attitudes.

2.2. Health marketing programs must be consumer Health marketing programs must be consumer drivendriven

3.3. Carry out formative listening Carry out formative listening 4.4. Use models and theory to understand consumer Use models and theory to understand consumer

behaviorbehavior5.5. Target consumers are not all the same so Target consumers are not all the same so

segmenting markets will improve program segmenting markets will improve program effectiveness and efficiencyeffectiveness and efficiency

6.6. To maintain new behavioral patterns, consumers To maintain new behavioral patterns, consumers must be reinforced and rewardedmust be reinforced and rewarded