Review of Social Marketing South East Region

1
Review of Social Marketing South East Region

• Presentation to Department of Health South East
• 5 August 2009
• Hannah Corbett (South East Coast)
• Emma Wierzbicki (South Central)

2
Role of Regional Managers

• Key deliverables to March 2010
• Regional social marketing review report
• Beacon Partnership Projects
• Work with National Support Teams
• Development of social marketing
  skills/knowledge/capacity at regional and local
  PCT level

3
Background to the review
4
Purpose of the Social Marketing Review

• To gain a broad understanding of social marketing
  in the regions including
• current levels of understanding, knowledge,
  skills and practice
• barriers to social marketing delivery
• how social marketing is understood, championed
  and delivered at a local level
• resources, capacity and funding
• Use the insight to inform Regional Development
  and Support Plan for each region

5
Research methodology

• Questionnaire designed with NSMC research team
• Interviews conducted by Regional Managers or
  Associates
• Semi-structured interviews with individuals and
  groups
• Face-to-face, telephone or personal follow-ups
• Additional interviews conducted by Central Office
  of Information
• Link to DH commissioned work
• Telephone interviews
• Limitations of the Review

6
Principal findings
7
National picture - overview

• Awareness of social marketing was high across all
  regions
• Understanding of social marketing varied widely
• Significant minority confused social marketing
  with mass communications, PR and advertising
• Understanding varied according to level of
  seniority and job role
• Generally, Communications and Public Health have
  better understanding than Commissioners
• All regions enthusiastic and positive about the
  potential of social marketing

8
Barriers to social marketing

• Collated results from regions
• Lack of capacity (workload) 57
• Lack of awareness, understanding education 56
• Lack of skills (training) 50
• Lack of resources (time/money) 30
• Annual targets 18
• Lack of senior/ other champions 14
• External constraints (suppliers,
  stakeholders) 10
• Other (e.g. commissioning, silo working) 10
• Organisational structure 5
• Average findings across six regions (data not
  available for four)

9
National picture - barriers

• Most common sensitivity social marketing is
  difficult, complex, academic
• Strong call at local level for practical tools
  and guides to support the delivery of frontline
  projects
• Lack of evidence and evaluated case studies
• Scepticism social marketing as the next buzz
  word or Emperors New Clothes

10
National picture - current activity

• Significant variation in social marketing
  activity across regions
• Northern regions more likely to be further
  advanced (NB Spearhead funding) and targeting
  tightly defined groups
• Most projects in Scoping or early stages of
  Implementation

11
National picture - NSMC Benchmark Criteria

• Considerable variation in use of benchmark
  criteria across 10 regions
• Criteria most projects met
• Behaviour
• Customer orientation
• Segmentation
• Criteria least projects met
• Competition
• Theory (behavioural)
• Exchange
• Mixed range of approaches (from very strong to
  very weak)
• methods mix
• insight

12
South East - SM activity

• South Central
• 7 projects were identified by PCTs
• 1 best practice example
• 1 completed regional programme and 1 scoped
  regional programme
• Low knowledge/use of NSMC benchmark criteria

• South East Coast
• 63 planned projects of which 20 are live
  (mostly SCP healthy outcomes)
• 2 best practice examples
• No regional SM programmes
• Low knowledge/use of NSMC benchmark criteria

13
National picture - support for social marketing

• Overall, high level of commitment to social
  marketing
• Champions
• Championed at either senior management or board
  level (or both) in most PCTs
• More junior staff found difficulty in pushing
  social marketing up the agenda
• Posts
• Growing number of PCTs appointed/appointing
  dedicated social marketing posts
• Variation in where social marketing sits

14
South East - support for social marketing

• Mainly championed within public health and
  communications
• Social marketing posts (3 within South Central)
• Capacity is being sought in-house (integrating
  into existing roles) or from external agencies
• Capacity varies, lies with an individual without
  systematic project management approach. Little
  evidence of project teams

15
National picture - funding

• Overall, difficult to gain a clear overview of
  social marketing funding
• 2009/10 financial year
• Varied from region to region
• In one region, all PCTs had social marketing
  funding for 2009/10
• In other regions, only one PCT had allocated
  specific funds

16
South East - funding

• 2 PCTs across the South East have a defined
  budget for social marketing
• Funding is found on an ad-hoc basis for social
  marketing projects

17
South East other key findings

• South Central
• Training across the region has been inconsistent
• 2 PCTs commissioned training independently
• Region-wide Urgent Care scoping work raised
  awareness of the potential for social marketing
• Enthusiasm is high for using social marketing but
  capacity and capability is limited

• South East Coast
• Limited and ad-hoc investment in social marketing
  training
• PCTs learning by doing and sharing practice
  rather than best practice
• Varied procurement practices for social marketing
  services
• Duplication of effort and resources re customer
  insight

18
Taking social marketing forward
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Development and Support Plan South East region

• Objectives
• To build capacity and develop social marketing in
  the region(s) and at local level linking in to
  NST visits
• To ensure all PCT Directors and Commissioners of
  social marketing projects have a good
  understanding of social marketing and are in a
  position to commission effective social marketing
  projects
• To support PCT Directors to integrate social
  marketing into normal work streams and strategies

20
Development and Support Plan South East region

• PCT support and development
• Procurement (NSMC Procurement Guide, regional
  rosters, 1-2-1 advice)
• NST visit follow up
• Project management support
• Steering Group representation
• PCT social marketing strategy development
• National, regional and local
• Pan-SHA public health and communications joint
  working
• National social marketing campaign understanding
  in partnership with regional leads
• Links to NST, DH policy and communications leads

21
Development and Support Plan South East region

• Training and development
• Regional training and development plan based on
  PCT insight
• WCC integration
• Training for Commissioning leads
• Integrating social marketing into PCT/regional
  WCC programmes
• Sharing best practice and resources
• Case studies/speakers via existing regional
  networks and events
• ShowCase, One-stop-shop, Planning Guide,
  Procurement guide
• Communications and stakeholder engagement
• Ongoing communication of social marketing
  development programme

22
Questions?
23
Contacts

• Social Marketing Regional Development and
  Support Managers
• Hannah Corbett South East Coast
• 07500 975865
• h.corbett_at_nsmcentre.org.uk
• Emma Wierzbicki South Central
• 07500 975843
• e.wierzbicki_at_nsmcentre.org.uk