SOCIAL MARKETING IN HEALTHCARE- Keerthana. S

What is Social marketing?• Social marketing applies commercial

marketing strategies to promote public health.• “the application of proven concepts and

techniques drawn from the commercial sector to promote changes in diverse socially important behaviors such as drug use, smoking, sexual behavior... “

How is social marketing applied to health?

• Social marketers use a wide range of health communication strategies based on mass media.

• Communication channels for health information have changed greatly in recent years.

• Audience Segmentation:– Audience segmentation is usually based on

sociodemographic, cultural, and behavioural characteristics that may be associated with the intended behaviour change.

– Broadest approach is targeted communication.– Tailored communication is more specific.

Media trends and adapting commercial marketing

• Digital Divide• Commercial marketing into healthcare.• Key trends include the recognition that

messages on health behaviour vary along a continuum from prevention to promotion and maintenance.

• Prevention vs promotion:– Anti drug campaigns and anti smoking campaigns

by US Centre of Disease control and prevention.• Competing for attention:– Digital communications proffer countless

unhealthy eating messages along with lifestyle images associated with cigarette brands. Cable television, the web, and video games offer endless opportunities for comorbid behaviour.

How is social marketing used to change health behaviour?

• Behavioural • Persuasion• Exposure

Can social marketing change health behaviour?

• Social marketing campaigns can change health behaviour and behavioural mediators, but the effects are often small.

• Eg: TRUTH campaign.

Components of Social Marketing

• Problem• Target audience• Target behaviour• Strategies for change

Challenges and Limitations

• Message clutter• Complexity of health information• Difficulties in counter-marketing

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Thank You…….