customer-centered interventions introduction to social marketing jane ellery, ph.d. fisher institute...
TRANSCRIPT
Customer-centered Interventions
Introduction to Social Marketing
Jane Ellery, Ph.D.Fisher Institute for Wellness and Gerontology
Ball State University
Audience Perspective
“You don’t build it for yourself. You find out what the people want and you build it for them”
- Walt Disney
Health behavior change strategy that encourages an audience focus…
Social Marketing
Reframing the Dissemination Challenge (AJPH, December 2009)
“We have produced effective products through research, but we have not invested in customer-centered marketing and distribution systems to bring these products to public health organizations, when, where, and how they are needed.”– Matt Kreuter, Ph.D., MPH, Health Communication
Research Laboratory, Washington University– Jay Bernhardt, Ph.D., MPH, Centers for Disease
Control and Prevention
Social Marketing:Distinctive Features
Consumer orientation Uses commercial marketing technologies
and theory (product, price, place, promotion; exchange theory)
Voluntary behavior change Targets specific audiences Focus is on personal welfare and that of
society
Social Marketing Approach Tutorial
http://www.cdc.gov/nccdphp/dnpa/socialmarketing/training/index.htm
How do you know what people want?
Ask them!
“Nasrudin” – Lealand Kaiser, Ph.D.
Healthcare Futurist, Kaiser.net
Social Marketing Mindset
What is wrong with our programs? What do we need to offer to offset their
costs? What would make our product more
attractive than the competition?
Segmenting Your Population
Target Markets: Using Data for Decision Making
Steps for Target Marketing
Segment the market – Divide into smaller groups based on commonalities
Evaluate the segments – Who is reachable with your current resources… set priorities
Choose one or more segments for targeting – Develop targeted interventions
Traditional Variables
Geographic (location)
Demographic (age, gender, SES, ethnicity)
Psychographic (desires/interests, lifestyles, personalities)
Behavioral (loyalty status, user status)
Stages of Change
Pre-contemplation Contemplation Preparation Action Maintenance
VALS www.strategicbusinessinsights.com/vals/presurvey.shtml
The basic tenet of VALS is that people express their personalities through their behaviors. VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace.
Thinkers
Thinkers are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are well-informed about world and national events and are alert to opportunities to broaden their knowledge.
Thinkers have a moderate respect for institutions of authority and social decorum but are open to consider new ideas. Although their incomes allow them many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products that they buy.
Criteria for Evaluating Segments
Segment size Problem incidence Problem severity Defenselessness
Effectiveness
Reachability General
responsiveness Incremental costs Responsiveness to
Marketing Mix Organizational
capabilities
Efficiency
Chosen Approach
The greatest need Most ready for action Easiest to reach Best match
Targeting markets of greatest opportunity
What do we need to know…
What would they rather do than the behavior we are promoting and why? (know the competition)
What do they know about the desired behaviors? What do they believe? What are their values and attitudes relative to the
desired behavior? (benefits, costs, barriers)
Do… Know… Believe… Value
Creating the Competitive Advantage
“Positioning our product relative to the competition” Increase the benefits of the product Decrease the barriers (and/or costs) to the product Decrease the benefits of the competition Increase the barriers (and/or costs) to the
competition
The 4 Ps
Product – The behavior, package of benefits that accompanies the behavior and tangible goods and services related to the behavior
Price – The cost that the target market associates with using the product
Place – Where and when the target market will use the product, acquire any related tangible objects, and receive and associated services
Promotion – Creating messages and selecting media channels
Price
Monetary – most often related to tangible products and services
Non-monetary – more intangible, but just as real… time, effort, energy, psychological risks and losses, physical discomforts
Exchange theory… what we offer the target market (benefits) has to be equal to or greater than what they will have to give (costs)
Ways to Manage Costs
Decrease cost of adopting the new behavior, those associated with exiting the existing behavior as well as entering the new one.– Decrease monetary costs– Decrease non-monetary costs– Decrease costs relative to the competition
Increase the benefits of adopting the new behavior. – Increase monetary costs– Increase non-monetary costs
Place
Develop strategies that will make it as convenient and pleasant as possible for our target audience to perform the behavior, acquire any tangible objects, and receive any services
Also… try to make the competing behavior seem less convenient
Strategies to consider
Make the location closer Extend the hours Make the location more appealing Be there at the point of decision making Make performing the desired behavior more
convenient than the competing behavior
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Remember to look at things differently…
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS.
Questions…
What have you done “differently” that has been effective?
How do you feel about consumer-centered approaches?
What “tools” would you need to help you adopt a more consumer-centered approach?
Is consumer-centered the only approach we should be considering… or just one of many tools we should consider?
Fisher Institute for Wellness and Gerontology
Ball State University
765-285-8259
Jane Ellery, [email protected]
http://ilocker.bsu.edu/users/jellery/WORLD_SHARED/InPHA.pptx
Segments
Have brown eyes Born in Indiana Have a land line Have 2 kids Traveled internationally Lived outside the state Travel less than 10 miles to work Regularly take the stairs instead of an elevator Use CREST toothpaste Love broccoli Want to be more effective in their work