1. Why buy the cow when you get the milk for free? A compare/contrast study of commercial vs. social marketing in the DGP landscape. Prepared by Belmac Integrated Communication, June 2011

2. Why are we here? National health reform impacting on future planning for all Divisions of General Practice Not for Profit/Surplus status is the aim for many Divisions A commercial marketing focus is integral to securing/growing future income streams

3. Social marketing is… The use of marketing principles to influence human behavior in order to improve health or benefit society.

4. Commercial focus for your organisationmeans? Establish brand in noisy market place? Establish preferred provider status in key product offerings? Influence decision making by customers? Generate revenue from key product offerings?

5. How are your principles? Good old 4 P’s Product Price Place Promotion

6. Go to marketing principle # 1 Know your audience – put them at the centre of every decision you make.

7. Go to marketing principle # 2 It’s about ACTION Be clear about what you want your audience to do.

8. Go to marketing principle # 3 There must be an exchange What are the tangible/intangible exchanges in your product offerings? WIIFM

9. Motivation IN 1966, the Harvard Business Review published an article about Ernest Dichter, the father of motivation research. A major Dichter finding, still relevant today, was the identification of four motivations for a person to communicate about brands.

10. Motivator # 1 The first (about 33% of the cases) is because of product-involvement. The experience is so novel and pleasurable that it must be shared. “have you tried the new…”

11. Motivator # 2 The second (about 24%) is self-involvement. Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority. “I got one of the first iPhone 4’s….”

12. Motivator # 3 The third (around 20%) is other-involvement. The speaker wants to reach out and help to express neighborliness, caring, and friendship. “If you are looking for a great family friendly place for dinner…”

13. Motivator # 4 The fourth (around 20%) is message-involvement. The message is so humorous or informative that it deserves sharing. http://youtu.be/TnzFRV1LwIo