Using Social Marketing Strategies to Increase ChlamydiaScreening

R. Craig Lefebvre, PhDResearch Professor, George Washington University School of Public Health and Health ServicesChief maven, socialShifting

National Chlamydia Coalition4 December 2009

What is Social Marketing?

What is social marketing?

Viewing ideas, practices, and social causes in the context of markets.

Applying marketing thought and techniques to public/social goods.

Markets Are Conversations

How Effective are Health Communication Campaigns?

5%

What the Research on Health Campaigns Doesn’t Tell You

Behaviors need to be relevant to audiences – not producers

Opportunities and access to engage in behaviors is necessary

Incentives, not barriers, determine behavior change

People live in social networks

Thinking Like A Social Marketer

What is Social Marketing?

Focused on audiences, their wants and needs, aspirations, lifestyle, freedom of choice

Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs

Designing behaviors that fit their reality (compatibility)

Rebalancing incentives and costs for maintaining or changing behaviors (relative advantage and risk)

Creating opportunities and access to try, practice and sustain behaviors (trialability)

Promoting (communicating) these behaviors, incentives and opportunities to priority audiences (communicability)

And From Some Sponsors

Exploring the Marketing Mix

Home testing kits

Improved service delivery (appointment-setting0

Make it mobile (National SexInfo)

Pop-up clinics (retail spaces for 10-20 days)

Blogger/vlogger outreach (Y-Pulse)

Reach to poor and underserved groups

Platform: IPTV technology (Internet Protocol Television) to deliver targeted, culturally and linguistically appropriate patient education and wellness programming.

Audience: Patients and providers in Federally certified rural health clinics (RHCs), federally qualified health centers (FQHCs), and critical access hospitals (CAHs).

Delivery: PHTv installed at the point-of-care with targeted programming that can improve knowledge and prompt requests for STD information and testing.

Partner: CDC/HRSA Advisory Committee on HIV and STD Prevention and Treatment.

How It Works

Demographics of RHC and FQHC Patients

Thank You!