A BRIEF INTRODUCTION TO SOCIAL MARKETING

1
A BRIEF INTRODUCTION TO SOCIAL MARKETING

• Michael Rothschild
• School of Business
• University of Wisconsin-Madison
• Wisconsin Center
• for Health Communication and Marketing
• March 29, 2007

2
TWO QUOTES TO DRIVE OUR THINKING

• Role of government is to create opportunity
  role of citizen is to seize opportunity
• Organize policy and strategy until self interest
  does what justice requires

3
PUBLIC HEALTH BEHAVIOR MANAGEMENT

• Three major classes of strategic tools
• Education / Communications / Messages
• Environmental Change / Social Marketing /
  Situational Prevention / Problem Oriented
  Policing / Outreach
• Enforcement / Force of law

4
COMMERCIAL AND PUBLIC HEALTH ISSUES ARE
FUNDAMENTALLY DIFFERENT

• Commercial marketing appeals to immediate self
  interest
• Public health campaigns often ask for
• Behavior that is opposite of self interest
• And may be opposite of current behavior
• And may never clearly benefit the person

5
COMMERCIAL AND PUBLIC HEALTH ISSUES ARE
FUNDAMENTALLY DIFFERENT

• Commercial marketing works because
• Payback is explicit
• Both parts of transaction occur together
• Public health campaigns often offer
• Vague payback
• In distant future

6
COMMERCIAL AND PUBLIC HEALTH ISSUES ARE
FUNDAMENTALLY DIFFERENT

• Commercial marketing acknowledges
• Consumer has free choice
• Consumer has power
• Competition in the marketplace
• Public health campaigns often neglect
• The power residing in the consumer
• The competition inherent in free choice

7
SEGMENTING ON WILLINGNESS TO BEHAVE

8
SEGMENTING ON STAGES OF CHANGE AND WILLINGNESS TO
BEHAVE
9
SEGMENTING ON MOTIVATION, OPPORTUNITY, ABILITY

• Behavior f (M, O, A)
• Motivation
• Self interest
• Group norms
• Opportunity
• Environment allows behavior
• Add benefits
• Remove barriers
• Provide incentives
• Ability
• Skills and proficiency

10
(No Transcript)
11
(No Transcript)
12
COMMERCIAL AND PUBLIC HEALTH ISSUES ARE
FUNDAMENTALLY DIFFERENT

• Commercial marketing recognizes
• Peoples desire for fun, easy, popular
• Easy fitting in with daily hassles
• Need to increase benefits decrease barriers
• Public health campaigns often focus on
• Stop doing what is fun, easy, popular
• Add a new hassle into hectic life

13
WHAT IS MARKETING?

• Creating, communicating, and delivering value to
  customers
• Managing customer relationships
• Benefiting the organization and its
  shareholders.
• (American Marketing Association 2004)
• --also--
• Achieving our goals by meeting the needs of
  others and providing benefit to those others.

14
CONDITIONS FAVORING THE USE OF EDUCATION,
ENFORCEMENT AND MARKETING BASED ENVIRONMENTAL
CHANGE
15
TWO TYPES OF SOCIAL MARKETING CASES

• Most of the costs and benefits of all choices
  occur in short run
• Immediate and delayed costs and benefits
  accumulate over long run

16
MOST OF THE COSTS AND BENEFITS OF ALL CHOICES
OCCUR IN SHORT RUN

• Ex seat belt usage, binge drinking, driving
  after drinking
• Sequence of fairly independent events
• Low probability of long run cost or benefit
• Any result occurs immediately

17
DEVELOPMENTAL RESEARCH

• 7 focus groups with expert observers
• 11 focus groups with target
• Describing 21-34 single men
• What are they looking for?
• Why do they drink?
• Why do they drive after drinking?
• Why dont they drive after drinking?
• Decision making processes of target
• In sum Benefits, barriers, change behavior

18
DEVELOPMENTAL RESEARCH

• The target (Customer)
• Primarily 21-34 single guys, rural
• Blue collar and farm worker
• High AW and positive ATT re issues
• Competition has huge market share
• I can drive myself home
• Often no alternative way to get home
• Negative lots of worry late in evening
• Our product capabilities (Company)
• A ride service unique to each community

19
WHY DO THEY DRIVE AFTER DRINKING?

• To get home
• Dont want to leave car behind
• Hassle to get back to car in morning
• Alternatives are not available
• Social pressure everybody does it
• To be cool
• Unaware of impairment become fearless
• Low risk of getting caught weak enforcement

20
A FEW OTHER KEY FINDINGS

• Different phases of evening
• To bar, between bars, back home
• Get target to bar without car
• Vehicles need to be appealing, cool
• Willing to pay for service

21
BRIEF SKETCH OF PROGRAM

• Rides to, between and home from bars
• Desirable vehicles and allow drinking
• Reasonable, but self sustaining fees
• Each community
• Begins with our research and strategy
• Develops unique program for community

22
SOME RESULTS TO DATE

• 65,000 rides taken
  in parts of 5 rural counties
  covering about 2 of Wisconsin population
• 17 decrease in crashes in first year
• No increase in individual consumption
• All towns self-sufficient after 1 year
• Costs less to avoid crash than to clean up after
• Will add 2-4 counties per year
• WWW.ROADCREWONLINE.ORG
• 5 minute video
• Accident Analysis and Prevention

23
THE EXAMPLE FITS THE CONCEPTS (PART 1)

• Self interest need to drink, but not to drive
  drunk
• Little power laws are weak or not enforced
• Competition impaired driving is acceptable
• AW, ATT but no BEH want to behave, but unable
  to do so

24
THE EXAMPLE FITS THE CONCEPTS (PART 2)

• MOTIVATION, but no OPPORTUNITY or ABILITY want
  to behave, but unable to do so
• Increase benefits fun and easy party without
  worry
• Decrease barriers unavailable and uncool
• Fit into life rides to, between, and home
• Creating and delivering value new product

25
IMMEDIATE AND DELAYED COSTS AND BENEFITS
ACCUMULATE OVER LR

• Ex diet, exercise, smoking, drug and alcohol
  abuse
• Cumulative effect grows over series of small
  choices
• High probability of large long run implications
• Bad behavior SR benefits, LR costs
• Good behavior SR costs, LR benefits

26
OUR TYPICAL TARGETS

• Generally skewed toward
• low education, low income
• Often underserved
• Community of health disparities
• Difficult environment

27
PREFERENCE REVERSALSthe tyranny of small
decisions

• When SR is distant LR gt SR benefit
• When SR is closer SR gt LR benefit
• ex 8am Plan to exercise after work
• 4pm Plan to watch TV after work
• Therefore Immediate reward of competitive
  choice wins

28
POSSIBLE STRATEGIES

• We need to shift
• Present and future
• Costs and benefits
• Of the various alternatives
• We need to
• Increase immediate benefits
• Reduce short run barriers
• Fit into daily life processes

29
INCREASE IMMEDIATE BENEFITS OF GOOD BEHAVIOR

• Rewards for success
• Lower insurance premiums with exercise
• Awards for participation
• Social events around exercising
• Walking clubs at work, after work
• Programs during lunch
• Incentives for stairs, remote parking
• Incentives for buying healthy food
• Look better, feel better, more energy

30
REDUCE BARRIERS IN WAY OF GOOD BEHAVIOR

• Dont know how to behave Cooking classes,
  trainers, dieticians at work site
• Dont have access Healthy choices in vending
  machines and cafeteria
• Dont have time Precut vegies, salad in a bag
• Dont have money Discount programs with YMCA
  subsidize healthy food choices
• Dont have safe place Lit paths at work and in
  neighborhood

31
(No Transcript)
32
8 IDEAS TO IMPROVE PUBLIC HEALTH THROUGH
MARKETING

• Accommodate self interest
• Accommodate competitive marketplace
• Accommodate our lack of power
• Create benefits
• Reduce barriers
• Make benefits accessible
• Fit into daily processes and hassles of life
• Find partners with self interest

33
AND, REMEMBER

• People are rational
• They make their own best decisions
• Within their own view of world
• We need to understand these views
• And the processes leading to decisions
• We need to accommodate these views
• We do this by listening
• We do this with local coalitions
• We do his with partners