Applying Applying Social MarketingSocial Marketing Principles Principles to Newborn Hearing Screeningto Newborn Hearing Screening

Lynda Bardfield van OverLynda Bardfield van Over

AIR Health AIR Health Washington, DCWashington, DC

Faculty Disclosure Information Faculty Disclosure Information

IIn the past 12 months, I have not had a significant n the past 12 months, I have not had a significant financial interest or other relationship with the financial interest or other relationship with the manufacturer(s) of the product(s) or provider(s) of manufacturer(s) of the product(s) or provider(s) of the service(s) that will be discussed in my the service(s) that will be discussed in my presentation.presentation.

This presentation will (not) include discussion of This presentation will (not) include discussion of pharmaceuticals or devices that have not been pharmaceuticals or devices that have not been approved by the FDA or if you will be discussing approved by the FDA or if you will be discussing unapproved or “off-label” uses of pharmaceuticals unapproved or “off-label” uses of pharmaceuticals or devices.or devices.

Information alone Information alone doesn’t change behavior.doesn’t change behavior.

Social MarketingSocial Marketing

Process of influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit, rather than

commercial profit.

—W. Smith

“Selling” Behavior Change

“Selling” Behavior Change

Consumer Orientation

Audience Segmentation

Exchange Theory

Marketing Mix

CONSUMER CONSUMER ORIENTATIONORIENTATION

Who Must Act Who Must Act To Solve Problem?To Solve Problem?

Target AudienceTarget Audience Primary—People you want to do

something new or different

Secondary—People who influence them (facilitate or impede)

INFLUENCERSINFLUENCERS Who (do they talk to about Who (do they talk to about

health) (influences their health) (influences their actions) (provides info, actions) (provides info, products, services)? products, services)?

Who is the Audience?Who is the Audience?

Consumer Based Health Communication

Consumer Based Health Communication

“Good communication appeals to the audience in an intelligent manner, as an equal, opting for the

highest common denominator rather than the lowest. The approach is more participatory.

People are asked to complete the circle and are rewarded for it. This creates a depth of

understanding and memorability you can’t get any other way.”

— Jeff Goodby Chief Creative Officer

Goodby Silverstein &Partners

What Can Behavioral Theory Do?

What Can Behavioral Theory Do?

Increase risk perception

Instill confidence

Popularize behavior

Social Learning TheorySocial Learning Theory

“Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do. Fortunately most human behavior is learned observationally through modeling.”

—Bandura

Patient-Provider DialoguePatient-Provider Dialogue

AUDIENCE AUDIENCE SEGMENTATIONSEGMENTATION

When one size won’t When one size won’t fit allfit all

All Women of Reproductive Age

All Women of Reproductive Age

How old are they?

How do I reach them?

What’s important to them?

Pre-contemplatorsPre-contemplators

ContemplatorsContemplators

Identify Potential Segments Identify Potential Segments

VARIABLES

Responsiveness—Readiness to change?

Size & Impact—Who would benefit most?

Risk (Perceived & Real)—Who feels vulnerable?

Accessibility—Who is easiest to reach? Where?

Segmentation VariablesSegmentation Variables

What do they have in common?

POTENTIAL AUDIENCE

Women of reproductive

age

STAGE OF BEHAVIOR(Behavioral

Determinant)

Readiness,Attitudes,

User/Non-User

GEOGRAPHICDIFFERENCE

Urban, Rural,Suburban,

Red/Blue State

DEMOGRAPHIC DIFFERENCE

Age, Gender, Marital Status, Education,

Income,Occupation

SOCIOCULTURAL

DIFFERENCE

Language, Religion

PSYCHOGRAPHICDIFFERENCE

Humanitarian, Fatalistic, Born-again, Risk-taker,

High Self-esteem(VALS–p. 132)

PrizmBirds of a Feather

PrizmBirds of a Feather

“Geodemographics”

62 neighborhood ‘clusters’

Media Habits, Lifestyles

Gray Collars, Bohemian Mix, Shotguns & Pickups

EXCHANGE EXCHANGE THEORYTHEORY

Benefit of adopting Benefit of adopting new behavior new behavior

outweighs costoutweighs cost

“Costs”“Costs” Monetary—$$$ for condoms,

immunization, life jacket

Not—time, effort, energy, embarrassment, fear, pain

Exit—hardships abandoning current behavior

Entry—sacrifices adopting new behavior

Exchange Exchange

YOU GIVE ME YOU GET

$1.00 A Pepsi Thirst quencher Good taste Fun Youthful feeling Girl/boyfriend

Exchange Exchange

YOU GIVE ME YOU GET

$.75 A Condom Protection

(Pregnancy/STD) Peace of Mind Sense of Control Hope for Future

““I want my audience to see I want my audience to see

____________ as __________________ ____________ as __________________

and as more important and beneficial and as more important and beneficial

than _________________.”than _________________.”

BenefitBenefit Immediate—Peace of

mind, peer approval, fitting into the prom dress, increased energy, praise

Long-term—Prevention of chronic disease, longevity, world peace

THE THE MARKETING MARKETING

MIXMIX

The 4 P’sThe 4 P’s

4 P’s4 P’s Product

Price

Place

Promotion

The 4 P’sThe 4 P’s Product: Design product, service, or

behavior

Price: Manage costs

Place: Make available/accessible

Promotion: Create messages/concepts

Select channels

Questions?Questions?