The public health communications and social impact areas have drastically changed over time. They’ve gone from a single-minded use of public service announcements to a more sophisticated approach that utilizes successful strategies employed by commercial marketers, called “social marketing.” Instead of dictating how the information will be presented from a top-down view, we’ve learned to pay attention to the desires and needs of the people we want to reach and then build the program based on that. The concentration upon”the consumer” involves in-depth research and continuous re-evaluation of each component of the programme. In reality, research and evaluation form the core of the entire social-marketing strategy.
Social marketing came into existence as a discipline in the 1970s when Philip Kotler and Gerald Zaltman realized that the same principles of marketing employed in selling consumer products could also be employed for social marketing to “sell” ideas, attitudes, and behavior. Kotler, as well as Andreasen, describe social marketing as “differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.” The method was initially utilized mostly in health programs that focused on development, like oral rehydration and contraceptives (ORT), and is currently being utilized all over the globe for a variety of subjects, such as substance abuse as well as heart disease, and organ donation.
As with other commercial marketers, their main concentration is on the consumer, understanding what they require and want rather than trying to convince consumers to buy the product we are currently producing. Marketing is a conversation with consumers and their requirements and not only regarding the item. The process of planning incorporates this focus on the consumer into consideration by considering all the elements that comprise “the “marketing mix.” This is the term used to refer to decisions related to 1)) the idea of a product, 2) price, 3) the distribution (Place) and 4.) Promotion. These are sometimes referred to as “the “Four Ps” of marketing. Social marketing is also includes a few additional “Ps.” The final sentence is an illustration of the mix of social marketing.
Table of Contents
Product
A social-marketing “product” is not necessarily an actual product, but typically a particular behavior. A variety of products is available that range from the usage of tangible physical items (e.g. condoms, condoms) and services (e.g., medical examinations) or methods (e.g., breastfeeding, ORT, or eating an obesogenic diet) and, finally, more abstract ideas (e.g, the environment). To have a product that is viable, people must first realize the existence of a problem and believe that the product offered can solve this issue. The goal of this research is to find out how people perceive the issue and the product as well as its advantages, in order to figure out the best way to present the desired behavior as distinct and superior to the competition (what they’re taking up instead).
Price
“Price” refers to what one must do to get this social product. These are the obstacles that stand in the way of individuals taking action. The cost could be financial; however, it could also call for people to forfeit things that are intangible, like the time and effort they put into it, or be afraid of embarrassment and rejection. If the cost is greater than the benefits to an individual, the perceived value of the product will be minimal, and it is likely not to be embraced. But if the benefits are viewed to be greater than the cost, the chances of being tested and eventually embracing the product are higher.
When determining the price, especially when it comes to physical goods, there is a chance that if the price is too low or is offered at no cost, the public might perceive it to be inferior in quality. However, should the price be excessive, people may find it difficult to afford the cost. Social marketers have to balance these factors, and typically have to charge at least some amount to enhance the perception of quality and provide a sense of “dignity” to the transaction. The perceptions of costs and benefits can be analyzed by conducting research and then used in promoting the product.
Place
“Place” describes the way the product reaches its target audience. If it’s a tangible item, that is, it refers to the distribution system, which includes the trucks, warehouses, as well as the sales force, places where it’s sold, or where it is distributed at no cost. If it’s an intangible product, consider these as the places and times that you can contact people who are making decisions or are more willing to consider the product. This could be through doctors’ offices, supermarkets, food outlets, and social media sites or when life changes occur, such as having a baby or retirement. Another factor to consider is the determination of how to guarantee accessibility and the quality of the product. When you identify the common routines and habits of the intended audience, research can assist in determining the most appealing dates and locations to reach them.
Promotion
The final “P” is promotion. Due to its prominence, it is frequently misinterpreted as encompassing the entire field that is media marketing. However, as observed in the discussion above that it is just one component. Promotion is the combined use of publicity, promotion, personal selling as well and entertainment vehicles. The primary goal is to generate and maintain consumer demand. Advertising is one method; however, there are a wide variety of ways to communicate the message of your product to the public, like texts or editorials, media, ts “Tupperware”-style parties at home, or even display in stores. The research helps identify the most efficient and effective ways to reach your intended customers and increase sales.
Additional Social Marketing “P’s”
Publics
Social marketers typically have a variety of different types of audiences that their program needs to consider for success. “Publics” refers to both the internal and external audiences that are involved in the program. Publics outside include the targeted audience, additional audiences, politicians, and gatekeepers. On the other hand, internal publics comprise those who are associated in some way with the acceptance or execution of the program.
Partnership
Health and social problems are usually so complicated that an individual agency isn’t able to be able to tackle them all by itself. You might need to partner with other organizations in the community in order to succeed. Determine what organizations share the same goals or have similar audiences as your own, and determine ways in which you can collaborate with them.
Policy
Social marketing programs are able to do great at motivating individuals to change, but it’s hard to keep going unless the setting they’re operating in is supportive of changes in the long term. In most cases, a policy change is required, and government or organizational policy makers could be a secondary participant in a program.
Purse Strings
The majority of organizations that create social marketing programs do so with the funds of foundations, government grants, or donations. This adds a new aspect to the development of a strategy, namely, where do you find the funds needed to implement your program?
Example of a Marketing Mix Strategy
In this case, an example, the marketing mix strategy used for the breast cancer screening campaign for older women could include the following components:
- The outcome could come from any of the three following actions, including having a mammogram every year and seeing a physician every year for an annual breast check, and completing monthly self-exams of the breast.
- The cost of taking part in these actions is the financial cost of a mammogram and examination, as well as the potential for embarrassment and discomfort, along with the chance of actually discovering the lump.
- Locations could include mobile vans and local hospitals, clinics, and worksites, as well as a house bathroom, or even times such as birthdays or the beginning of every month.
- Promotion can be accomplished via social media or billboards, text messages, social events, or even a sticker to be placed on the mirror in the bathroom.
- “Publics” you might need to talk to include your intended group, those who influence their choices, such as their physicians or spouses, as well as policymakers, as well as community service directors of the local stations of radio stations, and employees of the board and offices.
- Collaborations can be made through national or local women’s organizations, as well as medical associations, corporate sponsors as well as service clubs, and media outlets.
- The policies of the campaign could be focused on enhancing the availability of mammograms, reducing prices, as well as requiring full mammogram insurance or raising federal funds for research into breast cancer.
- These purse strings, also known as the funds that will come from, could be government grants like the National Cancer Institute or the local health department, or foundation grants, or an organisation like The American Cancer Society.
Every element in the mix of social media marketing needs to be considered when the plan is designed, as they form the basis of a marketing strategy. Research can help clarify and guide the final decisions regarding pricing, product promotion, and the other elements of the marketing mix.