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Health and Healing 3005 > Week 11- social marketing > Flashcards

Week 11- social marketing Flashcards

1
Q

frequently used strategies in health promotion to improve the health and well-being of clients

A

Health communication, social marketing and advocacy

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2
Q

Health communication

A

Use of communication strategies to inform and influence individual and community decisions that enhance healthConveys information using the various forms of mass media to create awareness and action.Population -> health behaviours -> concepts -> messages -> media -> channels

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3
Q

Goals of health communication

A

AwarenessUnderstandingAction

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4
Q

Health communication can:

A

Increase knowledge and awareness of health issuesInfluence attitudes that may lead to health actionsShow benefits of behaviour changeAdvocate a position on a health issueIncrease demand or support for specific health services

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5
Q

Health communication cannot:

A

Produce sustained change in health behaviours on its ownAddress all health issues or behaviours equally

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6
Q

Good Health Communication Campaigns Will…


A

Define the communication goalDefine the intended audienceCreate effective and targeted health messagesPretest and revise the materials and messagesImplement the campaign carefully

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7
Q

Types of Health Communication Campaigns

A

Persuasive or behavioural communicationRisk CommunicationMedia AdvocacyEntertainment educationInteractive health

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8
Q

Persuasive or Behavioural Communication

A

Includes efforts to persuade specific audiences to adopt an idea or practice. Includes social marketing techniques

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9
Q

Risk communication

A

Help people understand the nature and seriousness of a risk to make an informed decision about how to deal with the risk. “An interactive process of exchange of information and opinion among individuals, groups, and institutions”

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10
Q

Media advocacy

A

Use of mass media to advance a social or public policy initiative Shapes debate about the topic. Ensures issues include a public health perspective, emphasize the social, cultural, economic and political dimensions of health problems, and stress the importance of participation and empowerment in health promotion.

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11
Q

Entertainment education

A

Using entertainment channels and vehicles (television shows, radio dramas, comic books, theatre, etc.) to transmit persuasive messages and lessons about health or environmental issues.

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12
Q

Interactive Health Communication

A

Interaction of an individual consumer, patient, caregiver, or professional with or through an electronic device or communication technology to gain information about health.IHC=computer health enhancement systems, interactive computer games, and Web-based applications, including the Internet.

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13
Q

Steps in Developing a Health Communication Campaign - project management

A

step 1: project management

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14
Q

Steps in Developing a Health Communication Campaign – Pre-planning

A

step 2: revisit your health promotion strategystep 3: analyze and segment audiencesstep 4: develop inventory of communication resources

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15
Q

Steps in Developing a Health Communication Campaign – Planning

A

step 5: set communication objectivesstep 6: select channels and vehiclesstep 7: combine and sequence communication activities

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16
Q

Steps in Developing a Health Communication Campaign – message production

A

step 8: develop the message strategystep 9: develop project identitystep 10: develop materials

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17
Q

Steps in Developing a Health Communication Campaign – implementation

A

step 11: implement your campaign

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18
Q

Steps in Developing a Health Communication Campaign –evaluation

A

step 12: complete the campaign evaluation

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19
Q

Marketing is about Behaviour

A

Lower barriers and increase benefitsGoal is to influence!Internal: knowledge, beliefs, attitudes, perceived risks, consequence, self-efficacy.External:Access, actual risks, values, culture, policies

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20
Q

Commercial Marketing

A

Used in Private sector to influence people to:Buy somethingChoose something over something elseDo something*Product IdentityGoal for organization Higher salesIncreased Market shareCompany growth

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21
Q

Marketing

A

I GIVE YOU SOMETHING….YOU GIVE ME SOMETHING!Think from your audience perspectiveToolkitsRelationships-We do this too!

22
Q

From Health Canada

A

“Instead of pushing a product, social marketers push ideas: they promote social change using the same kinds of techniques companies use to sell products and services.”

23
Q

Other examples of How messages are disseminated

A

Video’s e-Cards Mobile Text MessagesWidgets

24
Q

Social Marketing

A

Used to deliver health promotion messages to specific populations. Designed to help individuals make decisions related to maintaining and improving their health and well-being and that of their families and communities. Seeks to influence social behaviours, not to benefit the marketer, but to benefit the target audience and the general society.Fun, Easy, & PopularCan be used for up or down stream interventionsIt works by bringing about behaviour changeMore cost effectiveReaches larger numbers

25
Q

Social Marketing- strategy for behaviour change

A

StrategicEssentialLong termClient driven Communication basedClient satisfaction guides the marketing systemUnderstand your targets needsDevelop strategies that reflect those needs

26
Q

What Social Marketing is

A

A social or behaviour change strategy Catalyst for people Targeted to those ready to change Strategic Integrated

27
Q

What social marketing is not:

A

Just advertising A clever slogan Media blitz Image campaign A quick process

28
Q

Differences between health promotion and social marketing

A

Health promotion: Relays information, and educates individuals about a certain health issueEND PRODUCT: Individuals who are educatedSocial marketing: Focuses on “exchange of value,” “competition,” and careful audience segmentationEND PRODUCT: Behaviour change

29
Q

4 P’s of Social Marketing

A

Product (may or may not be tangible ?idea)Price (what the consumer must do to obtain the product).Place (the way it reaches the consumer)Promotion (creating & sustaining demand for the product….research is crucial to identify the target audience and increase demand).

30
Q

Product

A

Range from tangible, physical products (e.g., condoms), to services (e.g., medical exams), practices (e.g., breastfeeding, eating a heart-healthy diet) and finally, more intangible ideas (e.g., environmental protection). What we’re offering people:ServiceBehaviourCommodity (tangible goods)

31
Q

Price:

A

What the consumer must do in order to obtain the social marketing product. ?monetary, or it may instead require the consumer to give up intangibles, or to risk embarrassment and disapproval. ?Costs outweigh benefits?If benefits are perceived as greater than their costs, chances of trial and adoption of the product is greater.In setting the price, particularly for a physical product, such as contraceptives, there are many issues to consider. If product is priced too low, or provided free of charge, the consumer may perceive it as being low in quality. If the price is too high, some will not be able to afford it. Must balance these considerations, and often end up charging at least a nominal fee to increase perceptions of quality and to confer a sense of “dignity” to the transaction. MoneyTimePleasureLoss of self-esteemEmbarrassment

32
Q

Place

A

Describes the way that the message/product reaches the consumer.For a tangible product, this refers to the distribution For an intangible product, place is less clear-cut, but refers to decisions about the channels through which consumers are reached Where service is providedWhere information is receivedWhere tangible product is purchasedAvailableEasy to find and useAppropriateTimelyDecide how to ensure accessibility of the offering and quality of the service delivery.Determine the activities and habits of the target audience, as well as their experience and satisfaction with the existing delivery system, researchers can pinpoint the most ideal means of distribution for the offering.

33
Q

Promotion

A

Integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles. Focus is on creating and sustaining demand for the product. Research is crucial to determine the most effective and efficient vehicles to reach the target audience and increase demand. Type of appealToneSpokesperson

34
Q

Top Down Approach

A

Expert drivenBest practicesLiterature reviewWe will tell you what you need and want (expert driven)Offer everyone same product, price, place and promotion

35
Q

Social Marketing in Government used to:

A

Establish themes and provide focus/profile for health promotion strategyReach many people at same time Inform public that government is concerned about a specific issueMain task is to influence behaviour change (long term)

36
Q

Why Use Social Media

A

Fast and inexpensive interaction Small steps and ways for clients towards behaviour and/or community change Low-cost and fast message dissemination Creation of new social networks

37
Q

Multi-level Programs- multi year commitment- many vehicles

A

Community:Close to audience, More Personal, Depth, Local identity, Sustainability, Another voice, Greater skill, developmentMedia:Reach into every home, Access to communication, professionals, Constant reminder, Consistent, craftedmessages

38
Q

Reach your target audience through asmany channels as possible, as often aspossible such as:

A

BrochuresPostersFridge magnetsNewslettersT-shirtsAnd plus, plus, plus

39
Q

The process of marketing entails…

A

Understanding your competition:the other offers being made to your target marketcompetitors and allies (current and potential)Understanding your target markets:Perceived benefits, costs, and other barriers potentially associated with your offer Benefits and costs associated with the status quo (i.e., current behavior of the target market)How best to promote your offer to make target market members aware of and interested in it.

40
Q

Some other P’s to consider

A

Public (internal & external groups).Partnerships (teams)Policy (need a policy change for long term effects/change).Purse strings (funding!)

41
Q

Comparison of Social marketing to commercial marketing

A

Both focus on the consumer.Commercial marketing often focuses on a product, whereas social marketing focuses on an idea.Commercial marketing= financial gainSocial marketing=increase in social good/welfare.

42
Q

Key Elements of the Social Marketing
Approach

A

Message needs to be Simple, Easy to understandCapture the receivers attention. Communicate the same message in a variety of ways.

43
Q

Education / Persuasion Campaigns

A

Informs/persuades the person with the health concernFocus = individual responsibilityFocus = behaviour change in the individualUses a variety of health comm’n approaches.

44
Q

Media Advocacy Campaigns

A

Mobilizes community activists & influences decision-makersFocus = social accountabilityFocus = changing the environment through policy changeFocus = news media (sometimes paid ads)

45
Q

Possible Advocacy Strategies

A

Media: letter writing, press conference, mass media (billboards, radio), petition, Posters, pamphletsInterpersonal: telephone campaign, debriefing sessions, deposition/presentation, one-on-one meetingsEvents:public forum, marches, demonstration, elections

46
Q

6 things you must do before starting an advocacy campaign

A

1- Create a who’s who list2- compile useful data3- build a coalition4- know the players5- understand the process6- brief your board of directors

47
Q

1 CREATE A “WHO’S WHO”

A

Make a list of all the governmental officials who are in positions of influence with regard to your program or mission. This list should include elected representatives, senior bureaucrats, agency staffers and others with whom you might interact. Make sure you get complete (and correct!) contact information that you can put into your database.

48
Q

2 COMPILE USEFUL DATA

A

Nothing is more persuasive to a politician than a compelling story that demonstrates the important work of your organization. Survey your program participants for information about the impact of your programs. Often, such personal stories become the basis for government consultations, press conferences and other media events.

49
Q

3 BUILD A COALITION

A

Any piece of legislation has a greater chance of success if it has a broad base of support. Ask around to see if there are other organizations in your region or province that could be similarly impacted. When it comes to lobbying, there is strength in numbers.

50
Q

4 KNOW THE PLAYERS

A

Research your legislators. Learn their interests. Do they have any personal or professional ties to your cause? Most elected officials provide such information on their websites.

51
Q

5 UNDERSTAND THE PROCESS

A

At every level of government, whether it’s the House of Commons, provincial legislature or the local school board, there is a prescribed process by which bills become law or funding requests become part of the budget. While professional lobbyists are paid to know the details of this process, you should set out to learn at least the basics, including deadlines to introduce bills, committees assigned to hear certain bills, and how to amend legislation as it makes its way through the process.

52
Q

6 BRIEF YOUR BOARD OF DIRECTORS

A

Chances are, several members of your board have personal relationships with influential people in the political arena. Discuss with your Board President the possibility of establishing a public policy committee composed of board members who are interested in helping build your political capacity.

Health and Healing 3005 (5 decks)

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