Social marketing - Health Promotion

“We should be proud of Social Marketing for having promoted social good across all continents by overcoming the stigma that the word ‘Marketing’ carries with it” a strong sentiment by Giuseppe Fattori, Professor in Social Marketing at the University of Bologna.

Giuseppe shares his thoughts on the impact of social marketing during a time of change taking place in the world.

#socialmarketing #marketing

Marketing funnels and customer journey maps are hot topics, with much discussion online about how they can smooth transitions through the funnel, shorten the sales journey, and map everything out to increase conversions.

Social media is an incredible tool that should be used throughout both your funnels and your maps - from the top of the funnel, the start of the journey to purchase and beyond. Having a social media strategy in place, and a savvy social media manager to operate this customer-facing part of your company, are both key elements.

The aim of the study is the application of the techniques and tools of social marketing to improve the awareness about HIV transmission and encourage young students between the age of 18 and 30 to access at HIV testing given that 85% of new diagnosis in 2016 may be attributed to unprotected sex

Abstract

Marketing Sociale - Newsletter 140

SUMMARY

Objectives: reflecting upon which incentives social marketing and health education are based on, and their differences

and interconnections becomes essential to promote healthy lifestyles and ensure a free and sustainable future.

Methods: in order to promote health, it is necessary to use all the incentives that contribute to achieving this end.

Health education, social marketing and laws (expression of the policy) are to be considered the functional medium

of health promotion to be used generally or individually, according to the targets/contexts.

Results: the methods used to promote health are work in progress, the Community Based Prevention Marketing is

such an expression.

Conclusions: considering health as a resource for everyday life means externalizing it from what is seen as the sole

responsibility of the health system. Health should become the purpose of actions which, through cross-sector

synergies, concern the different components of civil society, particularly political agendas.

Marketing sociale e promozione della salute: dal "Web marketing" alle  buone pratiche

Like commercial marketing, social marketing uses the 4 “Ps” and seeks exchange of value between the marketer and consumer. Behaviors such as handwashing, and products such as those for oral rehydration treatment (ORT), can be marketed like commercial products in developing countries. Although social marketing in these areas is growing, there has been no systematic review of the current state of practice, research and evaluation.

We searched the literature for published peer-reviewed studies available through major online publication databases. We identified manuscripts in the health, social science, and business literature on social marketing that used at least one of the 4 Ps of marketing and had a behavioral objective targeting the behaviors or products related to improving water and sanitation. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 117 articles and reviewed a final set of 32 that met our criteria.

Questo documento è stato sviluppato da un gruppo di lavoro costituito da membri dell'iSMA, ESMA e AASM. Il documento è stato inoltre revisionato dallo SMANA ne…

Pharma is well-versed in communicating with patients. From simple patient leaflets to full blown patient support programs and nationwide disease awareness campaigns, the industry has been directly serving up health messages to patients since the first days of aspirin marketing.

But there’s a parallel world that’s been going further than serving up health messages to patients. A world that pharma seldom dabbles in – despite there being huge cross over in aims when it comes to making people healthier – the world of social marketing.

 

By exploring how social marketers think, and why this is different to commercial marketing, pharma can unlock tried-and-tested ways to bring measurable value to their patients. In this article on outcomes-based patient engagement, we give you a short overview of the social marketing basics.

Over many years public health has developed impressive data-gathering systems related to mortality, morbidity, and health sector utilization. However, we have invested much less time and effort in developing methodologies to generate deep understanding of the wants, fears, needs, motivations, and barriers people face that either enhance or detract from their ability to live healthy lives.

In short, we are fantastic at counting the sick and the dead but much less adept at understanding the living.  The fundamental shift from an approach through which solutions are derived principally by public health specialists and policy experts utilizing limited forms of evidence and data towards a more inclusive model that is also influenced by a deep contextual understanding of what target audiences know, believe, value, and say will help them. A more inclusive model supported by a deep understanding of the science, methodologies, and technologies could be applied to develop deliver and evaluate more successful public health programmes.

This fundamental shift includes the coordinated use of all forms of intervention that will help and enable people to adopt and sustain health behaviours to prevent disease, promote wellness, and reduce the impact of both infectious and chronic diseases. Social marketing’s focus on measurable returns on investment and respectful co-production of solutions with citizens is an approach that many governments and public health organizations are trying to bring about. Social marketing (read this freely available chapter) is also attractive to governments and public health organizations because of its emphasis on deep citizen insight and population segmentation, enabling the development of interventions that can respond to a broad diversity of needs of specific subgroups within increasingly diverse communities in many countries.

  Developed by a 13-member working group chaired by Professor Jeff French (ESMA) over the past two and half years, the Global Consensus paper represents a broad agreement about the fundamental concepts and central principle of social marketing.  The consensus definition of Social Marketing: 

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.