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TRANSCRIPT
Social Market ing and Social Media:
Opportunit ies for Addressing Cardiac Arrest
Amy Burnett Heldman, MPH
Treatment of Cardiac Arrest: Current Status and Future Direct ions
Third Committee Meeting August 25 , 2014
Division for Heart Disease and Stroke Prevention National Center for Chronic Disease Prevention and Health Promotion
What is Social Market ing?
“Social market ing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.”
See also: health market ing, health communicat ion, public health communicat ion, campaigns
Not: Public relat ions, disseminat ion, social media, promotion
Kotler P, Andreasen A. Strategic Marketing for Nonprofit Organizations. New York: Prentice Hall; 1996.
Lee, NR., Kotler, P. Social Marketing: Influencing Behaviors for Good. (4th edition). Sage; 2012.
Do Market ing and Communicat ion Work for Public Health?
Community Preventive Services Task Force review:
Based on strong evidence of effect iveness for producing intended behavior changes, the Community Preventive Services Task Force recommends health communicat ion campaigns that use mult iple channels, one of which must be mass media, combined with the distribut ion of free or reduced-price health-related products
Community Preventive Services Task Force. Health Communication and Social Marketing: Health Communication Campaigns that Include Mass Media and Health-Related Product Distribution. December 2010. http://www.thecommunityguide.org/healthcommunication/RRcampaigns.html
Social Market ing/Health Communicat ion Examples from CDC
What Market ing and Communicat ion Can Do
Increase knowledge and awareness Influence percept ions, beliefs, at t itudes Prompt act ion Demonstrate/model healthy skills Reinforce knowledge att itudes, and behavior Show behavior change benefits Advocate on a health issue or policy Increase demand or support for health services Refute myths/misconcept ions Strengthen relat ionships (orgs, partners) Making Health Communication Programs Work. Bethesda, MD: National Institutes of Health, National Cancer Institute. ; 2001. also known
as “The Pink Book”); http://www.cancer.gov/cancertopics/cancerlibrary/pinkbook/page1
What Market ing and Communicat ions Can’t Do
Produce sustained change in complex health behaviors WITHOUT the support of a larger program for change (access, service, technology, policy)
Compensate for inadequate healthcare or access to services
Be equally effect ive across issues, messages, and audiences due to complexity, audience preconcept ions, controversy
Making Health Communication Programs Work. Bethesda, MD: National Institutes of Health, National Cancer Institute. ; 2001. also known as “The Pink Book”); http://www.cancer.gov/cancertopics/cancerlibrary/pinkbook/page1
What Market ing and Communicat ions Might Be Able to Do, in Combinat ion with Other Strategies
Cause sustained change (individuals, organizat ions) Overcome barriers/systemic problems
Making Health Communication Programs Work. Bethesda, MD: National Institutes of Health, National Cancer Institute. ; 2001. also known as “The Pink Book”); http://www.cancer.gov/cancertopics/cancerlibrary/pinkbook/page1
Social Media Definit ion
The collect ion of digital channels and tools (e.g., Facebook, Twit ter, and YouTube) used for public health communicat ion.
One defining characterist ic of all social media is their potent ial to facilitate mult i-way engagement and communicat ion.
Heldman AB, Schindelar J, Weaver JB III. Social media engagement and public health communication: implications for public health organizations being truly “social”. Public Health Reviews. 2013;35:
Social Media Use and Demographics
Duggan M, Smith A.. Pew Research Center, January 2014, “Social Media Update 2013
http://pewinternet.org/Reports/2013/Social-Media-Update.aspx
http://mobilefuture.org/resources/mobile-health-tools/, February 2014
Nature Volume:512, Pages:126–129 Date published:(14 August 2014) DOI:doi:10.1038/512126a http://www.nature.com/news/online-collaboration-scientists-and-the-social-network-
1.15711?WT.mc_id=TWT_NatureNews
Flu, Zombies, and Dr. Frieden
Let ’s Talk about Going Viral https://www.youtube.com/watch?v=6NP0Z8PaSqE&list=PL2RF9Bwbv6CrId0r2NBS7HIFpoxSfU-I2
Is the Juice Worth the Squeeze? Measuring Social Media ROI
Awareness: Have people not iced we’re out there? Reach: Are we reaching more people? Engagement: Are we having more two-way
conversat ions? Message: Are we saying the right things? Are the
messages being shared? Influence: Are we driving the conversat ion?
Questions to Ask/Key Decisions What is your goal?
Awareness of the difference between heart attack and cardiac arrest? Or bystander action? Or something else? Can this goal be met by a comprehensive marketing/communications effort?
Who is your audience? Bystanders? Bystanders in specific communities/other? EMS providers?
Clinicians? What do you know about them? What are your messages?
You have them—do they align with your goals and audience? What are your channels/influencers?
Based on what you know about your audience, what are the best channels (might be social media, might not be). Who are credible influencers who can carry your message? If you are choosing social media, how will you engage?
How are you test ing and revising the messages and materials? Test messages with your audience. Refine messages and materials.
How are you evaluat ing?
To Recap
Should you be using a social market ing approach? Yes – behavior change is the goal
Should social media be a part of that approach? Probably. But it should not be the ONLY approach.
Focus first on the planning and strategy—not the product or channel.
If you take away one thing from this presentat ion, what should it be? Audience is everything. (Also? General public is not an audience) (And communication/marketing needs to be a part of a
comprehensive approach)
Thank you! [email protected]