Social marketing - Health Promotion
12.4K views | +9 today
Follow
 
Social marketing - Health Promotion
Health promotion: marketing sociale, comunicazione, salute, ambiente, disuguaglianze sociali.
Your new post is loading...
Your new post is loading...
Scooped by Giuseppe Fattori
Scoop.it!

Documento di consenso su principi, concetti e tecniche di Marketing S…

Questo documento è stato sviluppato da un gruppo di lavoro costituito da membri dell'iSMA, ESMA e AASM. Il documento è stato inoltre revisionato dallo SMANA ne…
more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Can marketing be used for good? Marketing Sociale in 60 secondi

"When Hollywood actress Angelina Jolie was pictured in the press holding her newborn twins in a white nightgown, that nightgown sold out globally within 24 hours. Marketing is very persuasive. Marketing can convince us to buy a dress or a pair of shoes that we didn’t need. Marketing can encourage us to replace our technology and sporting equipment long before we need to. But did you know that marketing can also be used to make our world a better place? We call this social marketing.
more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Healthier snacks in hospitals encourage reduction in sugar intake - The Guardian

Healthier snacks in hospitals encourage reduction in sugar intake - The Guardian | Social marketing - Health Promotion | Scoop.it

Hospital vending machines that offer healthy snacks lead to NHS staff and patients consuming more water and dried fruit and fewer crisps and sugary drinks, according to research.

The study found that reducing the number of sugar-filled snacks and introducing healthier options in hospital vending machines encouraged people to reduce their intake of both sugar and calories.

The results of the trial, undertaken at one of the biggest NHS trusts in England, have already led to 632 vending machines at 105 other hospitals being overhauled to provide healthier products.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Social marketing of water and sanitation products: A systematic review of peer-reviewed literature

Social marketing of water and sanitation products: A systematic review of peer-reviewed literature | Social marketing - Health Promotion | Scoop.it

Like commercial marketing, social marketing uses the 4 “Ps” and seeks exchange of value between the marketer and consumer. Behaviors such as handwashing, and products such as those for oral rehydration treatment (ORT), can be marketed like commercial products in developing countries. Although social marketing in these areas is growing, there has been no systematic review of the current state of practice, research and evaluation.

We searched the literature for published peer-reviewed studies available through major online publication databases. We identified manuscripts in the health, social science, and business literature on social marketing that used at least one of the 4 Ps of marketing and had a behavioral objective targeting the behaviors or products related to improving water and sanitation. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 117 articles and reviewed a final set of 32 that met our criteria.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

 Professor Philip Kotler .... The Internet, mobile phones and social media are now playing a larger role in influencing consumer and producer behavior

 Professor Philip Kotler .... The Internet, mobile phones and social media are now playing a larger role in influencing consumer and producer behavior | Social marketing - Health Promotion | Scoop.it
Philip Kotler, widely recognized as the dean of America’s marketing professors, shares his insights on what's next for marketers... from defining their target to creating the optimum role of AI.

Here are today’s major changes.

1. The Internet, mobile phones and social media are now playing a larger role in influencing consumer and producer behavior.

2. Companies are more interested in producing long-term customers, not just single sales. Companies seek to design a set of engaging customer experiences that leads to customer advocacy. A company is successful when its customers become its best advertisers.

3. Management now recognizes the importance of excellent service in winning customer loyalty.

4. Marketers see their key mission to lie in building winning brands.

5. Marketers see their key responsibility to lie in delivering a dependable measure of the Return on Marketing Spend.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Social marketing guide for public health programme managers and pract…

L’ European Centre for Disease Prevention and Control (ECDC) con “Social marketing guide for public health programme managers and practitioners” fornisce ai re…
more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Patient Communications: Why Pharma Leaders Should Think Like Social Marketers 

Patient Communications: Why Pharma Leaders Should Think Like Social Marketers  | Social marketing - Health Promotion | Scoop.it

Pharma is well-versed in communicating with patients. From simple patient leaflets to full blown patient support programs and nationwide disease awareness campaigns, the industry has been directly serving up health messages to patients since the first days of aspirin marketing.

But there’s a parallel world that’s been going further than serving up health messages to patients. A world that pharma seldom dabbles in – despite there being huge cross over in aims when it comes to making people healthier – the world of social marketing.

 

By exploring how social marketers think, and why this is different to commercial marketing, pharma can unlock tried-and-tested ways to bring measurable value to their patients. In this article on outcomes-based patient engagement, we give you a short overview of the social marketing basics.

more...
No comment yet.
Rescooped by Giuseppe Fattori from HEALTHCARE & SOCIAL MEDIA
Scoop.it!

How does influencer marketing work in healthcare?  

How does influencer marketing work in healthcare?   | Social marketing - Health Promotion | Scoop.it

The principle behind influencer marketing is simple: If someone who is trusted or admired by many other people expresses a preference for a product or service, then others will give it a try. Marketers in a wide range of industries have long directed their efforts at celebrated individuals as a relatively inexpensive way of getting the word out about a product, especially when compared to the cost of a television ad buy. The proliferation of social media took this strategy to a whole new level, making it easy for a well-known person to convey a sponsored message instantly to thousands or millions of followers.

Sales and marketing departments at life sciences organizations have taken notice of the increasing relevance of influencer campaigns, and many want in on the action. Of course, it’s challenging to apply the same concepts to medical devices or pharmaceuticals with the strict rules in place to regulate communications and protect patient privacy. However, a clear perspective on how influencer marketing works and extensive access to physician data make it possible for businesses to guide the right people to information about medical products.


Via Plus91, Philippe Marchal, Lionel Reichardt / le Pharmageek
more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

“Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human” – Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

“Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human” – Philip Kotler, Hermawan Kartajaya, Iwan Setiawan | Social marketing - Health Promotion | Scoop.it

Marketing 4.0 is the sequel to our widely-recognized concept of Marketing 3.0, which calls for brands to touch the human spirit. Marketing 4.0 is based on intricate observation and analysis of the paradoxes in view of the digital technology boom. We explain how online meets offline, why style must be complemented with substance, and why Machine-to-Machine is incomplete without Human-to-Human.

Digital technology is increasingly moving at the heart of most modern businesses today. As OECD states, digital economy is fast percolating a wide range of industries, from bank­ing, energy and transportation to media and health. No wonder thus how often we hear of the word ‘dis­ruption’ in the context of business.

McKinsey has jotted down 12 major innova­tions capable of disrupting conventional businesses, including mobile internet, the internet of things (IoT), cloud tech, and 3D printing, among others. All these disruptive technologies are not ground-breaking; for some, their technology life­ cycles have spanned decades of R&D. But their real, tangible impact on businesses on a commer­cial scale has increased manifold in recent years, partly as a result of the influx of various supporting technologies.

Inevitably, disruptive tech is closely eyed by businesses world over, imploring companies to revisit their business models, adjust value propo­sitions for their products and services, and reform sales practices and marketing approaches. In the midst of all this, several innovation -related dilem­mas face businesses today. Let’s take mobile internet as an example. Handheld smartphone devices have brought about unparalleled connectivity and opened up numerous opportunities for marketers to reach out to their smarter customers. At the same time, the growing concern on smartphone addiction is alarming – a study by Przybylski and Weinstein of the University of Essex shows how mobile phones are increasingly hurting relationships.

As digital economy booms and smartphones become more ingrained in consumers’ lifestyles – deeply influencing their attitudes and behaviors – consumers will increasingly look for the perfect mix of tech that makes their lives easier, comple­ments their goals of self-actualization and nurtures a deeper sense of ‘doing good’. Marketers need to brace up for this transition and adaptation period in the run up to a fast-developing digital economy. They need novel marketing approaches, which would help them anticipate and leverage on these unprecedented disruptive innovations.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

The effectiveness of social marketing in global health: a systematic review - Health Policy and Planning 

The effectiveness of social marketing in global health: a systematic review - Health Policy and Planning  | Social marketing - Health Promotion | Scoop.it

Abstract

Social marketing is a commonly used strategy in global health. Social marketing programmes may sell subsidized products through commercial sector outlets, distribute appropriately priced products, deliver health services through social franchises and promote behaviours not dependent upon a product or service. We aimed to review evidence of the effectiveness of social marketing in low- and middle-income countries, focusing on major areas of investment in global health: HIV, reproductive health, child survival, malaria and tuberculosis. We searched PubMed, PsycInfo and ProQuest, using search terms linking social marketing and health outcomes for studies published from 1995 to 2013. Eligible studies used experimental or quasi-experimental designs to measure outcomes of behavioural factors, health behaviours and/or health outcomes in each health area. Studies were analysed by effect estimates and for application of social marketing benchmark criteria. After reviewing 18 974 records, 125 studies met inclusion criteria. Across health areas, 81 studies reported on changes in behavioural factors, 97 studies reported on changes in behaviour and 42 studies reported on health outcomes. The greatest number of studies focused on HIV outcomes (n = 45) and took place in sub-Saharan Africa (n = 67). Most studies used quasi-experimental designs and reported mixed results. Child survival had proportionately the greatest number of studies using experimental designs, reporting health outcomes, and reporting positive, statistically significant results. Most programmes used a range of methods to promote behaviour change. Programmes with positive, statistically significant findings were more likely to apply audience insights and cost-benefit analyses to motivate behaviour change. Key evidence gaps were found in voluntary medical male circumcision and childhood pneumonia. Social marketing can influence health behaviours and health outcomes in global health; however evaluations assessing health outcomes remain comparatively limited. Global health investments are needed to (i) fill evidence gaps, (ii) strengthen evaluation rigour and (iii) expand effective social marketing approaches.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Social Marketing and Public Health: Effective Campaigns and How they Work

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Public Health England: Social Marketing Strategy 2017 to 2020

Public Health England: Social Marketing Strategy 2017 to 2020 | Social marketing - Health Promotion | Scoop.it

Why health inequalities are a concern for social marketing. Health inequalities are systemic and avoidable unjust differences in health and wellbeing between groups of people or communities. Health inequality in England is already acute: males and females living in the most deprived areas can expect to have 19 fewer years of good health, compared with the least deprived, which means that, for 25 million people living in the more deprived areas of England, healthy life expectancy is lower than the current state pension age. People who are worse off are also less likely to have the financial and social resources to improve things for themselves. By contrast, wealthier (and, often healthier) people are more likely to actively seek out and engage with health information. We therefore need to focus our marketing programmes, and target tightly, to ensure they reach where they are most needed. This is not just about income and social class, although these are powerful; health inequality is also affected by ethnic and racial disparities, sexuality, gender and geography. Health inequality is a gradient, which means that it is not only the most deprived who suffer inequality: all but the wealthiest are affected.

more...
Jeff French's curator insight, December 10, 2017 8:28 AM
Great to see long-term strategic thinking in social marketing
Scooped by Giuseppe Fattori
Scoop.it!

UK Social Marketing Conference: Engaging Stakeholders in Challenging Times (Dr. Christine Domegan)

UK Social Marketing Conference: Engaging Stakeholders in Challenging Times (Dr. Christine Domegan) | Social marketing - Health Promotion | Scoop.it
Hardly a tweet goes by these days without talking to some aspect of a wicked, sustainable or commons problem causing uproar and ripples around the world. Power has shifted to individuals armed with smart phones and global access. Activist groups, lobbyists, social enterprises and non-governmental organisations (NGOs) are plentiful, with increased ability through the internet and social media. By comparison, policy makers, governance entities and regulators are experiencing decreasing budgets and limited staffing resources. Whether it is climate change, obesity, conflict, or the impact of our purchasing decisions, our planet and societies face many intractable problems which involve and affect numerous people, groups and organizations with the same people, groups and organizations sharing some responsibility for action.Stakeholders and their engagement have never been more important in an increasingly interconnected world. Stakeholder engagement with problems that are ill defined, complex and dynamic in nature go beyond individual behavioural change for social value, societal welfare and transformation. Engagement is collaboration, empowerment and direct active participation through ALL stages of your social marketing work. It goes significantly beyond just asking stakeholders for their opinions. Stakeholders ‘framing’ the situation, stakeholders being ‘agents of change’ and ultimately, stakeholders ‘co-creating value’ are core to a healthier future for all of us.
more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Marketing sociale e promozione della salute

Marketing sociale e promozione della salute: dal "Web marketing" alle  buone pratiche

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Guidance on informed choice in screening - PHE screening

Guidance on informed choice in screening - PHE screening | Social marketing - Health Promotion | Scoop.it
The UK National Screening Committee (UK NSC), and the screening community in the UK as a whole, are well aware of the importance of enabling people to make informed decisions about screening.

We know it is not always easy to give people enough information about benefit, harm and risk to weigh up the options, while keeping the information meaningful and understandable!

 

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Social marketing 2.0 - Public health matters

Social marketing 2.0 - Public health matters | Social marketing - Health Promotion | Scoop.it

Everyone remembers those iconic public health adverts – the ‘fatty cigarette’or HIV tombstone TV ads for example. But there is a lot more to health marketing than memorable and creative ideas – did you know that smokers have ordered over 2.3 million Quit Kits since they launched? Or that Change4Life’s Meal Mixer app has been downloaded by over 833,000 people as part of their Healthy Eating programme?

One of Health and Wellbeing’s roles is to design and deliver national social marketing programmes. It’s a high profile area and we are fortunate to have a great team under Sheila Mitchell working on it. In this post I want to talk about why it is a critical part of our offer, the science behind health marketing and what’s on the horizon

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Marketing Funnels and Customer Journey Maps: Two Buzz Terms You Need to Know [Infographic]

Marketing Funnels and Customer Journey Maps: Two Buzz Terms You Need to Know [Infographic] | Social marketing - Health Promotion | Scoop.it

Marketing funnels and customer journey maps are hot topics, with much discussion online about how they can smooth transitions through the funnel, shorten the sales journey, and map everything out to increase conversions.

Social media is an incredible tool that should be used throughout both your funnels and your maps - from the top of the funnel, the start of the journey to purchase and beyond. Having a social media strategy in place, and a savvy social media manager to operate this customer-facing part of your company, are both key elements.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Social marketing: strategies and tools to promote hiv prevention

The aim of the study is the application of the techniques and tools of social marketing to improve the awareness about HIV transmission and encourage young students between the age of 18 and 30 to access at HIV testing given that 85% of new diagnosis in 2016 may be attributed to unprotected sex

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Social Media Guidelines for Mayo Clinic Staff - Mayo Clinic Social Media Network

Social Media Guidelines for Mayo Clinic Staff - Mayo Clinic Social Media Network | Social marketing - Health Promotion | Scoop.it

The following are guidelines for Mayo Clinic employees and students participating in social media.

Social media includes personal blogs and other websites, including social networking platforms like Facebook, LinkedIn, Twitter, YouTube or others. These guidelines apply whether employees and students are posting to their own sites or commenting on other sites:

  1. Follow all applicable Mayo Clinic policies. For example, you must not share confidential or proprietary information about Mayo Clinic and you must maintain patient privacy. Among the policies most pertinent to this discussion are those concerning patient confidentiality, government affairs, mutual respect, political activity, Computer, E-mail & Internet Use, the Mayo Clinic Integrity Program, photography and video, and release of patient information to media. (Rationale)
  2. Write in the first person. Where your connection to Mayo Clinic is apparent, make it clear that you are speaking for yourself and not on behalf of Mayo Clinic. In those circumstances, you should include this disclaimer: "The views expressed on this [blog; website] are my own and do not reflect the views of my employer." Consider adding this language in an "About me" section of your blog or social media profile. (Rationale)
  3. If you identify your affiliation to Mayo Clinic, your social media activities should be consistent with Mayo’s high standards of professional conduct. (Rationale)
  4. If you communicate in the public internet about Mayo Clinic or Mayo Clinic-related matters, you must disclose your connection with Mayo Clinic and your role at Mayo. (Rationale)
  5. Be professional, use good judgment and be accurate and honest in your communications; errors, omissions or unprofessional language or behavior reflect poorly on Mayo, and may result in liability for you or Mayo Clinic. Be respectful and professional to fellow employees, business partners, competitors and patients. (Rationale)
  6. Ensure that your social media activity does not interfere with your work commitments. (Rationale)
  7. Mayo Clinic strongly discourages “friending” of patients on social media websites. Staff in patient care roles generally should not initiate or accept friend requests except in unusual circumstances such as the situation where an in-person friendship pre-dates the treatment relationship. (Rationale)
  8. Mayo Clinic discourages staff in management/supervisory roles from initiating “friend” requests with employees they manage.  Managers/supervisors may accept friend requests if initiated by the employee, and if the manager/supervisor does not believe it will negatively impact the work relationship. (Rationale)
  9. Mayo Clinic does not endorse people, products, services and organizations. Official Mayo Clinic accounts should not be used to provide such endorsements. For personal social media accounts where your connection to Mayo Clinic is apparent, you should be careful to avoid implying that an endorsement of a person or product is on behalf of Mayo Clinic, rather than a personal endorsement. As an example, LinkedIn users may endorse individuals or companies, but may not use Mayo Clinic's name in connection with the endorsement, state or imply that the endorsement is on behalf of Mayo Clinic, or state specifically that the endorsement is based on work done at Mayo Clinic. (Rationale)
  10. Unless approved by the Center for Social Media, your social media name, handle and URL should not include Mayo Clinic’s name or logo. (Rationale)

If you have any questions about what is appropriate to include in your social media profile(s), contact the Center for Social Media.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Public health and the value of disobedience... a vision for public health - Gerard Hastings

Public health and the value of disobedience... a vision for public health - Gerard Hastings | Social marketing - Health Promotion | Scoop.it

The writings of a sixteenth century French teenager may seem a stretch for a public health

readership, but Etienne de la Boetie's treatise on Voluntary Servitude explains why unjust

systems prevail and how they can be changed. They prevail, he shows, because we let

them (the losers always vastly outnumber the winners); and they change when we retract

our permission (as Ghandi demonstrated). These vital insights have inspired progress

down the centuries e the enlightenment philosophers, the French Revolution, Tolstoy, the

American civil rights movement as well as the Indian struggle against the British Empire. In

an era when widening inequalities have become all too apparent, and the harm this does to

the commonweal much better understood, this paper argues that La Boetie's analysis

retains all its power and can inspire a new vision for public health.

 

In conclusion, if the aim of corporate marketing is to

encourage obedience, to get us to do as the marketer says, that

of public health has to be more than simply saying ‘no, do as

we say. It must be about enabling people to question current

assumptions, understand the manipulative power structures

these entail and withdraw their collaboration; about replacing

obedience, not with another form of obedience, but with

disobedience.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Health marketing and behavioral change: a review of the literature

Health marketing and behavioral change: a review of the literature | Social marketing - Health Promotion | Scoop.it

Abstract

Health marketing as a part of social marketing, must influence individuals, voluntarily, through various social programmes, in order to accept, reject, modify or abandon a behavior in favour of a healthier lifestyle.

Acting on individual behavior change, social marketing can influence the behaviour of those who decide public policies, with positive effects in social change. In time, in order to understand and predict a behavior, a number of theories, models and tactics were developed with the aim to identify factors and mechanisms with the greatest impact in the changing process. Cognitive- social theories proved to be more effective, because they offer guidelines for conducting research in behavioral change.

 

more...
No comment yet.
Rescooped by Giuseppe Fattori from Social Media and Healthcare
Scoop.it!

What is the real value of digital pharma marketing?

This position paper focuses on the evolution of pharma marketing in the context of the expansion of digital channels

Via Plus91
more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

We are fantastic at counting the sick and the dead but much less adept at understanding the living. The role of social marketing in public health - Jeff French

We are fantastic at counting the sick and the dead but much less adept at understanding the living. The role of social marketing in public health - Jeff French | Social marketing - Health Promotion | Scoop.it

Over many years public health has developed impressive data-gathering systems related to mortality, morbidity, and health sector utilization. However, we have invested much less time and effort in developing methodologies to generate deep understanding of the wants, fears, needs, motivations, and barriers people face that either enhance or detract from their ability to live healthy lives.

 

In short, we are fantastic at counting the sick and the dead but much less adept at understanding the living.  The fundamental shift from an approach through which solutions are derived principally by public health specialists and policy experts utilizing limited forms of evidence and data towards a more inclusive model that is also influenced by a deep contextual understanding of what target audiences know, believe, value, and say will help them. A more inclusive model supported by a deep understanding of the science, methodologies, and technologies could be applied to develop deliver and evaluate more successful public health programmes.

 

This fundamental shift includes the coordinated use of all forms of intervention that will help and enable people to adopt and sustain health behaviours to prevent disease, promote wellness, and reduce the impact of both infectious and chronic diseases. Social marketing’s focus on measurable returns on investment and respectful co-production of solutions with citizens is an approach that many governments and public health organizations are trying to bring about. Social marketing (read this freely available chapter) is also attractive to governments and public health organizations because of its emphasis on deep citizen insight and population segmentation, enabling the development of interventions that can respond to a broad diversity of needs of specific subgroups within increasingly diverse communities in many countries.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Global Consensus On Social Marketing Principles, Concepts and Techniques. ISMA (International Social Marketing Association)

Global Consensus On Social Marketing Principles, Concepts and Techniques. ISMA (International Social Marketing Association) | Social marketing - Health Promotion | Scoop.it

  Developed by a 13-member working group chaired by Professor Jeff French (ESMA) over the past two and half years, the Global Consensus paper represents a broad agreement about the fundamental concepts and central principle of social marketing.  The consensus definition of Social Marketing: 

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.

more...
No comment yet.
Scooped by Giuseppe Fattori
Scoop.it!

Evaluating for impact: what type of data can assist a health promoting school approach? | Health Promotion International | Oxford Academic

Evaluating for impact: what type of data can assist a health promoting school approach? | Health Promotion International | Oxford Academic | Social marketing - Health Promotion | Scoop.it
more...
No comment yet.