2013 health communication
TRANSCRIPT
Health Communication
Academic posters for Festival of thinkers Tuesday 25th March
Learning Outcomes
• 1. Explain concepts in health communication and role of social marketing, including definitions of theories and key terms and how social marketing is different from traditional public health planning.
• 2. Create a researched problem description for a social marketing plan.
Tasks• Individually produce an academic
poster based on your research with Dr Margaret
• In teams identify, coordinate and produce key elements of the social marketing process– Produce a poster template – Produce a rationale for the work– Initiate a timeframe with key
deliverables & stakeholder
The Ps model for marketing
• The marketer E. Jerome McCarthy proposed a four Ps classification in 1960, which has since been used by marketers throughout the world.[1]
Product
- A product is seen as an item that satisfies
what a consumer needs or wants. It is a
tangible good or an intangible service
Price
- The price is the amount a customer pays
for the product
4Ps cont.
Promotion
- represents all of the methods of
communication that a marketer may use to
provide information to different parties
about the product
Place
-refers to providing the product at a place
which is convenient for consumers to
access
This was extended to the 7 Ps
• Physical evidence - here refers to the research evidence • People - here refers to the audience• Process- refers to the processes and systems within the organization that affects the project
Social Marketing
• Social Marketing applies the principles of marketing to address social problems by influencing behavior change.
• Social marketing requires:– A “customer” focused approach– Voluntary behaviour change– An exchange– Individual or societal benefit (rather
than corporate benefit or profit)
Segmentation Process
• Identify most relevant variables for segmentation
• Segment individuals• Select target group(s)• Select important secondary
targets– Gatekeepers, influencers,
stakeholders
Process
Social marketing process
Describe the issue
Research
Create strategy
Plan interventio
n
Plan monitoring
&Evaluation
Implement
Key areas to consider
Target Audienc
e
Barriers
Cost benefit
Determinants of
behaviour
Theory of behaviour
change
Competition
Example from NHS
Design work
• Look at this guidance here
• Social Marketing Lite: Ideas for folks with small budgets and big problems http://www.aed.org/Publications/upload/Social-Marketing-Lite-1st-ed.pdf
• The Basics of Social Marketing http://www.turningpointprogram.org/Pages/pdfs/social_market/smc_basics.pdf