Professor

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Professor Jeff French
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ContentUsing social Marketing to reach the hard
to reach!Creating successful initiatives that
improve health and reduce health inequalities
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My thesis

• Behaviour sits at the heart of all key policy
  areas but what government does needs to change
  because
• More of the same will not deliver the scale of
  change we need
• We now have a better understanding of what works
• People are demanding voice and choice

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My thesis

• To succeed we need to move from
• Expert defined product approach

Value to user approach
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Health inequalities a compelling story?
13,700 early deaths in deprived areas
Focus tackling early deaths
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Globalisation of unhealthy Lifestyles Rapid and
unplanned Urbanisation Aging population
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• Not hard to reach but easy to miss

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There are no hard to reach but there are people
who face bigger challenges

• Learn form the past previous policy treated
  people as passive recipients
• We need the right mix of incentives,
  environment, education, and support
• Significant people, social norms culture are
  major drivers of behaviour
• We need to understand why people act as they do

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We have a long way to go

• 43 of public sector workers consider it very
  important to develop more flexible and
  personalised services
• 71 think they have a good at understanding
  customer needs but only 52 of users agree.
• 82 think is easy for customers to contact them
  only 50 of citizens agree
• Increasing choice for users was seen as the least
  important strategic objective by senior public
  sector managers over the next year with 49
  saying it was not important.
• ( Source House of Commons Public Accounts
  Committee AT Kearney Consultancy 2008)

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1980 The Black Report1998 The Acheson
Report1999 Saving Lives Our Healthier
Nation2000 NHS Plan2002 Cross-cutting
Treasury Review2003 Tackling health
Inequalities - A Programme for Action2004
Securing Good Health for the Whole Population
(Wanless)2004 Choosing Health2006 Its Our
Health 2007 Health Challenge England2008
Ambitions for Health2008 Are we choosing health
yet?2008 Closing the Gap in a generation
Defining the problem planning for action
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A dramatic transformation

• Wealthier, better educated, healthier people
• Global politics
• Consumerism
• Trade patterns
• Manufacturing technology
• Service industries growth
• Home and share ownership
• Information technologies
• Rights movements
• Migration
• Demographics
• Increasing concerns about environment
• Attitudes to personal fulfilment
• Growth in cultural and ethnic diversity

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However its not all good news Girls self esteem

• 77 of 11 14 year olds feel fat ugly and
  depressed
• The images I see every day make me feel sad as
  I know that I could never be beautiful
• Source Dove Survey of 1000 11- 14 year
  olds. June 2007

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Put your hands up generation LX you are the
Charmed Generation Typically, people born
between 1950 and 1970
Highest disposable income Huge and growing
Capital worth More technologically advanced than
people think Increasingly disability-free and
healthy life expectancy Buy over half of luxury
goods Women spend 20 more on clothes than
younger counterparts You want it how you want
it
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• Jeff, Welcome to Your Amazon.com
• (If you're not Jeff French, click here.)

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How much did the US pharmaceutical industry spend
on advertising in 2004?
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How much did the US pharmaceutical industry spend
on marketing in 2004? 57.5 billon
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Erosion of trust demand for choice voice

• Demand for choice and voice
• Recognition that alongside rights people also
  have responsibilities
• Many areas where citizens are ahead of
  government

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Information is a key critical success factor
Customer intelligence is now a key factor in
differentiating winners from the losers. The key
distinguishing factor of many companies in the
top 50 was a deep understanding of their
customers. Business Week Best Performers 2007
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Citizens are saying to us

• I dont trust you
• Im just not going to listen to you any more
• Im smarter than you
• I dont need you any more
• I wont take orders from you any more
• Take orders from me I am in control now

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What do you get when you cross a psychologist a
sociologist, and a member of the mafia?

• People who make you an offer

that you cant understand
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We know how to do it

• Prototype interventions are tested and used to
  develop full scale programmes
• Target group/s are involved in needs assessment,
  target setting, delivery and evaluation
• Clear aims and measurable behavioural objectives
  are set out and supported by, policy makers,
  programme commissioners and managers, deliverers
  and target group/s
• The target audience/s and segments are explicit
•                                                   
             
• Interventions are multifaceted, intensive,
  sustained and funded to a level that they can
  have the prospect of having impact
• Coalitions are formed from relevant stakeholders
  and interest groups are developed and are
  actively coordinated and supported to address the
  behavioural objectives
• Programmes and initiatives are effectively
  coordinated between international, national
  regional and local delivery.
• Political, policy, managerial and institutional
  commitment is in place, together with a
  supportive regulatory and governance context for
  the plan
• Key barriers and enabling factors are identified
  and addressed in the strategy
• Evaluation, performance management, learning and
  feedback mechanisms are in part of the plan and
  intervention programmes evolve in response to
  experience and changing conditions

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The futility of isolated initiatives
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Behaviour the key
We all need to be behavioural specialist
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Fun
Marketing works to make things
Easy
Popular

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we offer
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We need to
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VERB, Its what you do U.S. Department of
Health and Human Services Centres for Disease
Control and Prevention 2002 to present
social marketing campaign to increase physical
activity among tweens age 9-13

• 32 decline in the number of sedentary 9 10
  year olds
• Girls demonstrated a 37 decline in sedentary
  activity
• lower middle households, 25 more physical
  activity
• 38 decline in sedentary children from low-income
  homes
• www.cdc.gov/youthcampaign

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• Dont start with the
• wrong question
• How can I campaign people Into change?

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Information is important but often not enough to
change behaviour and can be misinterpreted!
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The Right Question
How can I create products and services that
make it fun, easy and popular for poor people to
change?
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Activemob

• Kent County Council and the Design Council
• Activmob allows community members to suggest an
  activity mob, and then supports them to run and
  organise it themselves
• Results summary
• 18 active mobs
• 241 active mobbers
• 15 mobs in development, to reach a further 200
  potential mobbers

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Social marketing in short
alongside other methods approaches
using marketing
for the benefit of people
rather than for profit
systematic application of marketing alongside
other concepts and techniques to achieve
specific behavioural goals, for a social good.
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3 core concepts
Insight Developing a genuine insight into the
reality of the everyday lives and experiences of
the audience is critical.

Exchange What the person
has to give in order to get the proposed benefit
time, effort, money, social consequences, loss
of pleasure, etc. Maximise the
benefits, while working to minimise
barriers Competition Whatever is being
offered will always face competition, external
and internal competition (eg the power of
pleasure, habit, addiction, etc). Can include
direct counter messages and competing offers.
Or
simply competition for the time and attention
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Deep customer insight

• Successful when we listen try to find
  something that they want and would help them

While parents do not think obesity is their
problem. Parents underestimate the amount they
and their children eat and overestimate
activity Parents do not make the connection
between unhealthy weight status and long-term
health problems
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Real insight understand the motivations
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Exchange Royal mail Dont take sickie days and
win a car

• No sick leave in a six month period get employees
  entrance into a lottery
• Absenteeism down 6.4 to 5.7 1000more people
  working every day
• Cost of the prizes .5million

Key influence is salience imagination caught by
the possibility of a car or holiday not the small
chance of winning or the value of a day/s off
work V value of the possible prize.
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3 core principles
Behaviour and behavioural goals The driving
purpose is to achieve tangible and measurable
impact on actual behaviour. Moves beyond task of
communicating information or messages. The
Marketing Mix Social Marketing should not been
seen as a single approach. It is based on a
premise that to achieve behavioural goals there
will be a range of potential interventions. Audie
nce segmentation Looking at different ways to
segment and differentiate audiences.
Moving beyond the
traditional focus on epidemiology and demography.
Looking at behaviour
and psycho-graphic aspects eg what people
feel/think about the issue.
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Marketing Mix
Educational, enforcement and engineering to
improve road safety. Pre Think! total
casualties grew by 3, and total accidents by 2.
Since Think! total casualties and accidents
declined by 12 and 11 respectively. For more
information see www.thinkroadsafety.gov.uk

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Segmentation

• Augments traditional targeting using
• demographics
• socioeconomic
• observational data
• epidemiology
• With data focusing on why people act as
• they do

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Segmentation
YUPPIES DINKE DUMP PIPPIE SCUM SILKY SINBAD SITCOM
WOOPIE LOMBARD
Young Upwardly Mobile Professional
People Double Income No Kids Destitute
Unemployed Mature Professional Person
Inheriting Parents Property Self Centred Urban
Male Single Income Loads of Kids Single
Income No Boyfriend Absolutely Desperate Single
income Two Children Outrageous Mortgage Well-Off
Older Person Loads Of Money But A Right
Dickhead
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2 high-risk groups

• unaware households 19
• not engaged with unhealthy weight as a health
  risk
• rejecting on grounds of too challenging
• parental influence over children an issue
• younger, lower socio economic, middle income
• low understanding need to be confronted with the
  problem
• complacent households 15
• dieting AND over-indulging
• knowledgeable about healthy eating and believe
  they exercise
• high income, high education - no practical
  barriers
• in-denial about situation perceive they are doing
  the right things

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Total Process Planning TPP model
A systematic and staged process
A deliberately simple and straight-forward
process to help manage the
complexity within each stage keep the process
on-track Note Easier to represent than it is
to achieve in practice
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My thesis

• To succeed we need to move from
• Expert defined product approach

Value to user approach
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The new model
Engage
Influence
Respond
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Tell, sell control
Social Marketing
Professional led Selling
telling Awareness
Adult ? Child
One-off campaigns Short term
Deficits and
problems Operational focus
General population Control
Centralised command
Compartmentalised
Citizen / Consumer led
Relationships Marketing Behaviour
Adult ? Adult
Sustained programmes
Medium / Longer term Assets
opportunities Strategic focus
Segmented tailored Empower
mobilise Networked
leadership Whole system