Health Communication

Academic posters for Festival of thinkers Tuesday 25th March

Learning Outcomes

• 1. Explain concepts in health communication and role of social marketing, including definitions of theories and key terms and how social marketing is different from traditional public health planning.

• 2. Create a researched problem description for a social marketing plan.

Tasks• Individually produce an academic

poster based on your research with Dr Margaret

• In teams identify, coordinate and produce key elements of the social marketing process– Produce a poster template – Produce a rationale for the work– Initiate a timeframe with key

deliverables & stakeholder

The Ps model for marketing

• The marketer E. Jerome McCarthy proposed a four Ps classification in 1960, which has since been used by marketers throughout the world.[1]

Product

- A product is seen as an item that satisfies

what a consumer needs or wants. It is a

tangible good or an intangible service

Price

- The price is the amount a customer pays

for the product

4Ps cont.

Promotion

- represents all of the methods of

communication that a marketer may use to

provide information to different parties

about the product

Place

-refers to providing the product at a place

which is convenient for consumers to

access

This was extended to the 7 Ps

• Physical evidence - here refers to the research evidence • People - here refers to the audience• Process- refers to the processes and systems within the organization that affects the project

Social Marketing

• Social Marketing applies the principles of marketing to address social problems by influencing behavior change.

• Social marketing requires:– A “customer” focused approach– Voluntary behaviour change– An exchange– Individual or societal benefit (rather

than corporate benefit or profit)

Segmentation Process

• Identify most relevant variables for segmentation

• Segment individuals• Select target group(s)• Select important secondary

targets– Gatekeepers, influencers,

stakeholders

Process

Social marketing process

Describe the issue

Research

Create strategy

Plan interventio

n

Plan monitoring

&Evaluation

Implement

Key areas to consider

Target Audienc

e

Barriers

Cost benefit

Determinants of

behaviour

Theory of behaviour

change

Competition

Example from NHS

Design work

• Look at this guidance here

• Social Marketing Lite: Ideas for folks with small budgets and big problems http://www.aed.org/Publications/upload/Social-Marketing-Lite-1st-ed.pdf

• The Basics of Social Marketing http://www.turningpointprogram.org/Pages/pdfs/social_market/smc_basics.pdf