Social Marketing

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Social Marketing

• Dr. Jay Arekere
• Interim Director and Visiting Asst. Professor

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Fertility in Bangladesh

• In mid-1970s, women had more than six children on
  average
• The health of both mother and child are at great
  risk due to poor nutrition and lack of access to
  quality health services
• In India, about 20 of married women do not have
  access to contraceptives

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Improving health

• Health promotion and disease prevention (HPDP)
• Several venues
• Individualsgroups of individuals
• Variety of policies
• Directly or indirectly contributing to health
• Health, Social, economic, environmental

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HPDP

• Improving public health is challenging
• Thinking about changing behavior
• Initiating behavior change
• Sustaining behavior change
• Several approaches to HPDP
• Program planning PRECEDE/PROCEED
• Social marketing a technique

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Social Marketing

• The application of marketing practices to
  nonprofit and social purposes
• A program-planning process that applies
  commercial marketing concepts and techniques to
  promote voluntary behavior change
• Social marketing facilitates the acceptance,
  rejection, modification, abandonment, or
  maintenance of particular behaviors

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Social Marketing

• Defining features of social marketing exchange
  theory, audience segmentation, competition, the
  marketing mix, consumer orientation and
  continuous monitoring
• promising framework for planning and
  implementing social change and attempts to
  persuade a specific audience, mainly through
  various media to adopt an idea, a practice, a
  product, or all three
• Marketings conceptual framework of 4 Ps
  Product, Price, Place and Promotion

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Social Marketing Strengths

• Knowing the audience
• Systemic use of qualitative methods
• Use of incentives
• Closer monitoring
• Strategic use of mass media
• Realistic expectations
• Aspiring to high standards
• Recognition of price

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Social Marketing Weaknesses

• Time, money and human requirements
• Marketing elements missing
• Death of PSAs and other free services
• Ethical considerations
• Goals v. means
• Victim blaming
• Manipulative
• Unintended consequences
• Disempowerment
• Commercialization

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Social Marketing Examples Source Ling et al.
Social Marketing. Annu. Rev. Publ. Health. 1992.
13341-62
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Diarrheal Disease in Egypt

• In 1977, it was the cause of at least 50 of all
  infant deaths in Egypt
• Responsible for an estimated 2 million deaths in
  the developing world each year
• Currently, 1 out of every 200 children who
  contract diarrhea will die of severe dehydration

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Illustration Preventing Diarrheal Deaths

• The National Control of Diarrheal Disease Project
  of Egypt program
• Promotes use of oral rehydration salts (ORS)
• Distributes salts, along with information about
  appropriate treatment, through public and private
  channels

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Cost and Cost-Effectiveness of Oral Rehydration
Therapy

• Per child for therapy 6
• Cost per death avoided 100 - 200
• Total program cost 43 million
• 60 funded under a grant from the USAID
• 40 funded by Egyptian government

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Promotion and Marketing of Oral Rehydration
Therapy

• Most essential for success
• Primary audience was mothers of children under
  the age of 3
• Television was the primary media outlet of the
  campaign and a powerful vehicle
• Even reached the rural, illiterate households
• Used simple language
• Used theme of maternal love

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Promotion and Marketing of Oral Rehydration
Therapy

• Billboards, magazine ads and posters in health
  centers were also used
• Following first national campaign in 1984
• More than 90 of mothers knew of ORS
• ORS use rose to 60

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Impact and Success of the Program

• By 1986, 99 of mothers were aware of ORS, use of
  solution increased, and most women could use it
  properly
• Diarrhea mortality dropped 82 among infants and
  62 among children

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Illustration Reducing Fertility

• The Bangladesh Family Planning Program
• Workers going door-to-door
• Providing information
• Motivating women
• Providing supplies
• Used mass media to encourage change in attitude
  about family size

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Cost and Cost-Effectiveness of the Family
Planning Program

• Total program cost equals 100 - 150 million
  each year
• One-half to two-thirds of funding from external
  donors
• Cost-effectiveness 13 - 18 per birth averted

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Promotion and Marketing of the Family Planning
Program

• Mini-dramas for radio, television, movies, and
  mobile vans to appeal to male audiences
• Within one year, a large share of men talked with
  their wives about contraceptive options
• Effect of mass media use was so great that it
  inspired similar initiatives in many other
  countries

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Impact and Success of the Family Planning Program

• By 1991, almost all Bangladeshi women were aware
  of modern contraception
• Between 1991 and 1997, the use of contraceptives
  among married women increased from 14 to 70
• Fertility declined from 6.3 to about 3.3 births
  per woman between the 1970s and the mid-1990s

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Impact and Success of the Family Planning Program
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Does social marketing work?

• To improve population health
• Population composition and nature
• Geography
• Timeframe
• Disease
• Resources
• Technology

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Does social marketing work?

• Yes,
• If done rightly!
• Understand weaknesses
• Address them early
• Engage people
• Some times empowerment takes time
• Have to save lives now

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Thank you

• Dr. Jay Arekere
• darekere_at_hlkn.tamu.edu
• 979-862-4403