Week 9: Health Education, Communication, literacy

Social marketing

consumers can be used to sell ideas, attitudes, and behaviours

Social marketing seeks to influence

social behaviours to benefit target audience

What to do with behaviours

accept new, reject potential, modify current, abandon old

Purpose of social marketing

influence perceptions and beliefs to change behaviour

Dispel

myths and misconceptions

Increase audiences’s

knowledge

Advocate for a

position of a health issue

Facilitate access

to services

Social marketing is appropriate when

primary goal is voluntary behaviour change, audience focused programs, upstream changes

Social marketing is not appropriate

when want to educate/raise awareness without systemic change

Marketing cannot

compensate for adequate healthcare, sustain changes without support of a larger program

12 steps for social marketing campaigns

ID stakeholder, decide on marketing strategy, id target, develop inventory of resources, define objectives, ID channels/vehicle, establish sequence, develop key messages, ID branding, develop material, implement, evaluate

4 P’s of social marketing

product, price, promotion, place

Product

what are you promoting

Price

what consumers willing to give to get assumed benefit

Promotions

how to communicate with consumers

Place

where and how to reach consumer

Additional 4 ps

public participation, partnerships, purse strings, policy

Public participationl

external groups

Partnerships

relationships w others

Purse strings

funds needed

Policy

to sustain change

Multiple HP strategies

public policy, education, marketing, intersectoral collaboration

Goal of campaign

desired knowledge or behaviour change

Medium

where and when

Communication principles

font, languages, images

Timing of message

day, season

Novelty of social marketing

are they offering anything new

Effectiveness of marketing

are these principles more effective than current practices

The ethics

is it without informed consent

Levels of health literacy

critical, functional, interactive

Functional health literacy

basic skills like reading, writing

interactive health literacy

used to derive meaning from different forms of communication

Critical health literacy

higher level cognitive skills to analyse info

Health literacy strategies

engage audience, use plain language. Focus on key message, promote teach back, use resources