Module 5.

Social Marketing
The use of marketing techniques and concepts to market social/health messages
Produced by The Alfred Workforce Development Team on behalf of DHS Public Health Diabetes Prevention and Management Initiative June 2005

Presentation purpose
Target audience Health professionals and project workers on DPMI projects Aim

To introduce the concept of social marketing

Objectives

Provide an overview of social marketing Discuss setting up a social marketing plan Discuss key principles of social marketing

DPMI Workforce Development The Alfred Workforce Development Team June 2005

Why social marketing

To promote to large numbers of people

a health message a service for advocacy purposes

DPMI Workforce Development The Alfred Workforce Development Team June 2005

Developing a social marketing plan

Identify the issue Know and involve your target group Identify the strategies for change Review the evidence base Plan, plan, plan

Take a long term view Look at what you want /need to do Draw a map Take a breath Chunk it out Evaluate
DPMI Workforce Development The Alfred Workforce Development Team June 2005

The 7 Ps : Principles of social marketing for services

Product People Physical evidence Price Place Processes Promotion

DPMI Workforce Development The Alfred Workforce Development Team June 2005

Product
What is the product, Can people/agencies clearly identify with it (do they feel and acknowledge there is a problem) Benefits to the individual/agencies must be clearly identified

DPMI Workforce Development The Alfred Workforce Development Team June 2005

Price

What is the cost to individuals/agencies

What do they have to give up? Time Money Discomfort Effort/resources

DPMI Workforce Development The Alfred Workforce Development Team June 2005

Place
Messages need to reach the target audience easily and need to access those not previously exposed to the message People will not go looking for your message who is your target audience

DPMI Workforce Development The Alfred Workforce Development Team June 2005

Promotion
Who are the players Different messages for different audiences How will you get the message across

Commercials/editorials displays Press releases Posters Peer leaders Push/pull approach

DPMI Workforce Development The Alfred Workforce Development Team June 2005

Key messages

Talk to your audience Segment your market Position your product Know your competition Go to where your audience is Use a variety of approaches Use models that work Test,test,test Build partnerships Evaluate
DPMI Workforce Development The Alfred Workforce Development Team June 2005