This one day marketing workshop for beginners has been designed for healthcare organisations in the UK looking to be more marketing and business focused. This workshop was commissioned by Kent NHS and recieved excellent feedback. For more information on this workshop contact the Social Change team by email: hello@social-change.co.uk or call the office on 01522 837250

1. +
Did you know?

2. Marketing
One Day workshop
11th September 2012
Kelly Evans BA (Hons), AMRS, MCIM Chartered Marketer
Director of Marketing and Behaviour Change
Social Change UK
www.social-change.co.uk

3. +
Today
 Welcome and introductions
 A brief introduction to marketing
 Understanding your customers
 Segmentation and targeting
 Exchange and competition
 Behavioural theory and the marketing mix
 Can we market physiotherapy services in Medway?
 Medway marketing toolkit

4. +
Introductions

5. +
Our clients

6. + A brief introduction to
marketing

7. +
What is marketing?
White board activity

8. +
What is Marketing?
Chartered Institute of Marketing:
“Marketing is the management process
responsible for identifying,
anticipating and satisfying customer
requirements profitably”.

9. +
What is Marketing?
Chartered Institute of Marketing:
Marketing identifies and anticipates
customers requirements
Marketing fulfils customer
requirements profitably

10. +
Definitions…
 The right product, in the right place, at the right time, at the
right price
 The achievement of corporate goals through meeting and
exceeding customer needs better than the competition.
 Customer focused philosophy
 Satisfying customer needs and desires.
 Marketing is the management process that identifies, anticipates
and satisfies customer requirements
 Marketing is the social process by which individuals and groups
obtain what they need and want through creating and
exchanging products and value with others.

11. +
Marketing is a philosophy.
“Marketing is much more than just advertising and
PR. It’s a culture, a way of doing things that starts
with a potential customer and ends up with a
profit. In the middle are your competitors who
are after the same customers and same profits.
Your job is to attack the competition and gain the
customers. It’s about predicting the future and
using your imagination”.

12. +
What is Marketing?
…It is NOT social advertising
MARKETING
…a means of influencing human behaviour

13. What It’s NOT?
Social
Networking
Social
Media
Cause-­‐Related
Marketing
Propaganda

14. +
What is social marketing?
White board activity

15. +
What is Social Marketing?
behavioural goals
for social/public
good
marketing
alongside other
concepts &
techniques
systematic
application

16. +
What is Social Marketing?
“Social marketing represents a unique
system for understanding who people are,
what they desire and then organising the
creation, delivery and communication of
products, services and messages to meet
their desires while at the same time
meeting the needs of society”
Bill Smith,AED

17. +
Marketing in the NHS needs to…

18. +
Move from Selling what WE Want…

19. +
From selling what WE want…
…Health

20. +
To selling what our customers want…

21. +
To selling what our audience want
Fun
Popular
I ‘fit’ in
Easy
Convenient
Not as bad
Something
for me I look good

22. +
Do people use the NHS for better
health?

23. +
Crafting ‘our
messages’
communicating
the messages
Communications & ‘message based’ approach
accurate / relevant / clear creative / clever / funny / impactful /
interesting / attention grabbing / etc
Starts with the customer and what’s important to them
Customer based social marketing approach
understanding
the customer
directly informing intervention options
(intervention mix & marketing mix)
generating
‘insight’
what ‘moves & motivates’

24. Copyright: Chime Communications
Age of Deference Age of Reference

25. +
Marketing makes things…

26. +A lot of public sector organisations offer
worthy
sensible
healthy
adult
mature
removing risks
& excitement
hard to do
challenging
impossible!
extra effort
less convenient
time consuming
facing on
my own
feel a sissyeveryone else
enjoying themselves
others think
I’m judging them
isolating
uncool

27. +
Short term
BENEFITS
rewards
Longer term
COSTS
consequences
Marketers offer:
Pleasure now! Enjoyment,
Fun, Convenience, Social
status
The environment,
Health problems in later years
Longer term
BENEFITS
Short term
COSTS
What has been on offer:
Reduce your pleasure from food
Deny yourself a ‘cool car’
Look dull and worthy
Your health in 20 years time
A better environment
for the next generation

28. +
Longer term
BENEFITS
Turning into
more immediate
BENEFITS
Short term
COSTS
Reducing Make our ‘product’
&
We need to…

29. +
Eight principles in social
marketing
1. Research – customer orientation
2. Clear focus on behaviour
3. Understanding human behaviour
4. Insight – what moves/motivates?
5. Exchange – increase benefits/reduce
barriers
6. Competition – internal/external
7. Segmentation – targets specific audience groups
8. Mix of methods – information/services/rules…

30. + The difference between
marketing and social
marketing?

31. +
Not a great deal…
Marketing
 Customer orientation
 Insight
 Exchange
 Segmentation
 Marketing mix
 Sales (a form of behaviour
change!)
 Loyalty
 End result: Profit
Social Marketing
 Customer orientation
 Insight
 Exchange
 Segmentation
 Marketing mix
 Behaviour change
 Sustained behaviour change
 End result: Social change/ social
good

32. +
So what is marketing?
 True marketing approach – about making what we
can sell not selling what we can make – moving away
from
 Communicating a message WE have crafted to using
audience to craft a product and message that will be
received
 The right product to the right people at the right price
in the right place at the right time with the help of the
right people
 Our ‘sales force’ are as important as our ‘customers’

33. +
So why is this useful for you?
 Your customers have a choice
 The message based approach hasn’t
worked (and it won’t work on its own)
 Your competition spend £££ on
marketing and research
 For profit or not for profit – marketing
is now important to you

34. + Understanding your
customers

35. “If I had six hours to chop down
a tree, I’d spend the first two
hours sharpening the axe.”
- Abraham Lincoln
Developing a robust understanding of the
audience, based on good market and consumer
research, combining data from different sources.
Customer orientation

36. +
Customer Orientation: Developing a full
understanding of your audience, based on good market and
consumer research and combining data from different sources.
50% of teenagers consume
another media while watching
TV – Pincott, Russell 2006 70% of three year olds recognise
the McDonalds symbol but only
half of them know their own surname
NCC 2005
Pester Power…
67% car purchases are influenced
by children (US) – Sue Palmer
Double the number of 2-5 year olds can
play with a smartphone app (19%) than
can tie their own shoes (9%) Daily
Telegraph

38. +
“We’re satisfying the serious
meat lovers by leaving off the
produce and letting them
decide exactly how much
they can handle”
Denny Marie Post
Chief Concept Officer Burger
King
“We listened to consumers
who said they wanted to eat
fresh fruit
– but apparently they lied.”
Wendy’s Spokesperson
“Healthy eating is more a
state of intention than it is of
action”
Burger King
“A typical buyer isn’t driving
in there with a BMW and an
expense account.They’ve got
a couple of bucks in their
pocket and their big
objective is to get full”
Research – plenty of it!
• Industry monitoring
• Social climate monitoring
• Consumer research
• Family shopping behaviour
The stacker quad burger

39. +
“Customer intelligence is now a key factor in differentiating winners
from the losers..” Business Week Best Performers 2007
Information is a key critical success factor

40. What do we mean by insight?
‘You never really
know a man until
you stand in his
shoes and walk
around in them’
To Kill A Mockingbird

41. +
Insight: A deep ‘truth’ about the customer based on their
behaviour, experiences, beliefs, needs or desires, that is relevant
to the task or issue and ‘rings bells’ with target people.

42. WHAT? WHY? SO WHAT?
Data
Understanding
Insight
Source: Government Communications Network
…but developing ‘actionable insights’
Facts & observations
related to our insight
task
Explaining what’s
going on
The deep truth that
strikes a chord with
people

43. +
Please be considerate?
How do you make men’s urinals cleaner and
cut down on cleaning costs?

44. +
Using insight
My child is always
safest in my arms.
God decides when
to take my baby.
CREATE A SERVICE…
…have a priest bless the car seats.

45. +
Dove campaign for real beauty

46.  The people at Dove have actually exploited a void in the
marketplace. By introducing so-called women with “real”
bodies, they distinguished themselves from their competitors.
After the introduction of their “Real Beauty” campaign, Dove
products shot up 700% in the U.K.

47. +
Sources of Insight
How?

48. +
Generating insight from…
 Frontline staff and other stakeholders
 Surveys
 Data mining of customer databases
 Customer journey mapping
 Customer immersion techniques
 Usability testing and website analysis
 Qualitative research with the target group; focus groups, in-depth,
interviews paired depths, deliberative workshops
 Ethnography
 Public consultations
 Formal and informal contact with representative bodies
 Written correspondence
 Media coverage
 Sales data
 Media analysis
 Review of interventions effectiveness

49. + Coffee/ Tea and brand
storming exercise

50. +
Segmentation and targeting

51. +
The work you do to define
your potential customer is
probably the most
valuable time you spend
in marketing.

52. +
Young Upwardly Mobile Professional People
Double Income No Kids
Destitute Unemployed Mature Professional
Person Inheriting Parents Property
Self Centred Urban Male
Single Income Loads of Kids
Single Income No Boyfriend Absolutely Desperate
Single income Two Children Outrageous Mortgage
Well-Off Older Person
Loads Of Money But A Right D***head
YUPPIES
DINKE
DUMP
PIPPIE
SCUM
SILKY
SINBAD
SITCOM
WOOPIE
LOMBARD
Segmentation: the process of subdividing a market into
distinct subsets of customers that behave in the same way or have
similar needs.

53. HGV Drivers
(363,000)
Storage Handling
(271,000)
Sales & Retail
(233,000)
Van Drivers
(174,000)
Labourers (Building)
(169,000)
MEN
Sales & Retail
(884,000)
Carers
(581,000)
Cleaners/Domestics
(549,000)
Educational Assistants
(295,000)
Kitchen & Catering Assistants
(288,000)
WOMEN
Top 5 R & M jobs by gender

54. DH Healthy lifestyles segmentation
model

55. + The importance of segmenting
Volatile substance abuse –
traditional approach MESSAGE
Don’t sniff glue or
aerosols, they can
kill you
How
terrifying,
I won’t be
doing
that!
So
what? Hmm, I didn’t
know you could
sniff glue – I’ll
give that a try!
It’s a kids
drug, I
wouldn’t be
seen dead
doing that.

56. + SegmentationVariables
Demographic
Behavioural Psychographic
Geographic
Age
Gender
Life stage/Marital Status
Sexuality
Income
Occupation
World, region or country
County region
Postcode
City / inhabitants size
Density – urban rural
Home type
Home ownership
Climate
Occasions (regular, social)
Benefits (quality, service, convenience)
User status (non user, ex user, potential..)
Usage Rate
Loyalty status
Readiness stage
Attitude towards product
Social Class
Motivations
Aspirations
Lifestyle
Values
Beliefs
Attitudes
Personality
Adapted from Kotler, Roberto, Lee (2002)
Education
Religion
Race
Generation
Nationality

57. +
Demographic
male
born 1948
British
2nd marriage
affluent
well known family
Demography not enough

58. +
Tools and techniques
Common segmentation factors
BEHAVIOURS
What people do
Use and behaviour
Media consumption
SOCIO-DEMOGRAPHIC
Who people are
Demographics
ATTITUDE
How people think & feel
Needs, benefits, motivations
Values and beliefs
Influences (reference groups)
Acombinationofmanyfactors

59. +
The time you spend on
clearly defining your
ideal customer is never
wasted.

60. +
Exchange and competition

61. + Exchange:
The social marketing discipline is based on the idea that all
marketing is an exchange. If you want people to change their
behaviour then you have to offer them an exchange
• Shower areas
• Embarrassment
• Financial cost
• Busy and crowded
• Finding a parking place
• Modern facilities
• Beginners, women only areas,
adults swimming, children's
‘splash’
• Incentives
• Extensions
• Finding a parking place
Costs Benefits

62. +

63. +

64. +
Within this exchange transaction
customers will only exchange what
they value (money, time, effort) if they
feel that their needs are being fully
satisfied.
Exchange value

65. +
Competition: Less about a specific company and much
more about what is being offered to people…
fun/pleasure/enjoyment/taste/ affordability/speed/
convenience
CB-
S
200
6

66. +
Your market
 Your market is vital. It’s the group of
potential customers who will use your
type of product/ service. So you must
understand who will buy your
product, why they will buy it and how
they will make the decision.

67. +
Your competitors
You must understand your competitors and how you stack
up against them.
 Direct competitors: those with whom you compete
head to head in your target market.
 Other competitors: these supply a similar product to
your own but in different parts of the market.You need
to keep an eye on them.
 Indirect competitors: these are not competitors in the
usual sense of the word.They are other ways that your
potential customers could spend their money rather
than buying your product/service.

68. +
Create a rough guide for each of
your key competitors that looks at
their strengths and weaknesses.

69. +
What advantage(s) do you have
over each of your competitors?
This is called competitive
advantage.You are going nowhere
if you haven’t got any competitive
advantages.

70. +
Markets, customers, products,
services and competitors NEVER
stand still. So you need to be aware of
what is happening ALL THE TIME!

71. +
The Boston Matrix
 Dogs: these are products with a low share of a low growth
market.They do not generate cash.They tend to absorb it.
Strategy would be to lose these services or products unless
there are very good reasons to keep them.
 Cash cows: products of services with a high share of a slow
growth market. Cash cows generate more than is invested in
them. So keep them for now.
 Problem children: these products have a low share of a high
growth market.They consume resources and generate little in
return.
 Stars: these are services/ products with a relatively high share of
a high growth market. Stars tend to generate high amounts of
income. Keep and build your stars!

72. +
It’s a crowded space…

73. +
my
attention
?
safer sex
HIV/Aids
conserve energy
avoid drugs &
limit alcohol
report
crime
report domesticviolence
‘Think!’
road
safety
don’t
smoke
don’t speed
park
& rideget child
immunised
Our messages
ring the
helpline
use
NRT
recycle
save water
reduce
salt
don’t
litter

74. +
sex
available time /
boredom
take drugs for fun /
drink & get plastered
eat crisps, burgers,
convenience food
smoke
buy latest
clothes
peer
approval
adulthood / maturity
excitement
my
attention
?
sugar / sweets
internet
mobile phones
hair, nails,
complexion
everyday life!

75. +
my
attention
?
safer sex
HIV/Aids
conserve energyavoid drugs &
limit alcohol
report domestic
violence
don’t
smoke
don’t speed
volunteer
park
& ride
get child
immunised
sex
available time /
boredom
take drugs for fun /
drink & get plastered
eat crisps, burgers,
convenience food
smoke
buy latest
clothes
peer
approval
excitement
sugar / sweetshair, nails,
complexion
my
attention
?
fun / enjoyment
pleasure
happiness
satisfaction
use
NRT
reality check
recycle
save water
reduce
salt
don’t
litter
adulthood / maturity
mobile phones

76. Inside a consumers head

77. The landscape
Average number of
commercial messages seen
a day: 1300
Number recalled = 3

78. +
Change your words

79. + Behavioural theory. People
do the strangest things.

81. congruence
Information,
Knowledge
Attitudes,
Values
Beliefs
Actions,
Behaviour
What I believe
or feel
What I know
How I
actually act
Other influencing factors
Behaviour is affected by more than
“what I know” or “what I believe”

82. To consider and assess the impact of different influences on the behaviour
of the target audience or customer
Physical
and material
circumstances
Market forces
The economic &
business climate
Government
policy and its
implementation
Community
assets and
resources
Social
circumstances
and context
Environmental
and cultural
context
Behaviour
Re-considering
the significance
of the market
Major influences on behaviour options
and choices

83. +
The environment
Supplier power
New market entrants
Product and technology
Development
Buyer power
Competitive rivalry

84. +
Porters five forces
 New market entrants e.g. entry/ ease/ barriers, geographical
factors, routes to market
 Buyer power e.g. buyer choice, buyer size
 Competitive rivalry e.g. number and size of firms, industry
size and trends
 Supplier power e.g. brand reputation, geographical
coverage, customer relationships
 Product and technology development e.g. alternative price,
quality, fashion and trends

85. +
How much do we know about human
behaviour?
 95% of thinking happens in our unconscious
What motivates people to act?

86. +
Fear, Loss?

87. +
26%
more people recycled
their towels if the
message in
a hotel bathroom
informed them of the
behaviour
of others
Social proof

88. +
Fear of Loss
…worrying
…about loss of
attractiveness
was found to be
a major motivator
for young people
to stop smoking

89. +
THEORY: Do humans behave in
“rational” ways that maximise their
individual self-interest?
 People do many things by observing others and copying
 People do many things without consciously thinking about
them
 Money undermines people’s intrinsic motivation to do the
right thing
 People’s self-expectations influence how they behave
 People are loss-averse and hang on to what they consider
‘theirs’
 People are genuinely bad at reaching decisions – fear of
failure and the consequence of action
 People need to feel involved and effective to make a change
Source: the New Economics Foundation

90. +
The marketing mix

91. +
Create what
people want.

92. +
How do we get people to use the
stairs?

93. +
Turn features into advantages and
benefits
People don’t buy features, they buy what the product
will do for them.
Our service has
(feature) which
means that
(benefit).

94. +
Features to benefits
You have looked at your
competition, now it is time to
look at your service.What
features can you turn into
benefits?

95. +
The importance of brand

96. +
Brand
 Brand = collectively what people say, feel and think about
your product, service or company.
 Branding = using marketing to influence peoples’ attitudes
towards, and perceptions of, the brand
 Brand loyalty will still be earned over time through
consistent positive experiences and engagements with a
product, service or company.

97. Old marketing: This isn’t working

98. Modern marketing

99. +Marketing mix
 Product:
what will we be offering the target audience?
 Price:
what will be the cost (psychological, social, financial) to the
consumer to take up this offer?
 Place:
where are we making this offer available?
 Promotion:
how are we going to effectively engage with the target audience
and promote this offering?
The 4 Ps of marketing are not Posters, Pamphlets,
Public advertising and Publicity events

100. Product
• Branding
• Benefits
Partnerships
• LSPs / LAAs
• Third Sector
• Commercial Sector
People
• Capability
• Capacity
• Efficiency
• Customer service
• Training
Physical Evidence
• Correspondence
• Patient experience
• Customer journey
Processes
• Data collection
• NICE guidelines
• Performance management
• GP/Provider contracts
Promotion
• Communications mix
• Budget constraints
• In-house skills or
outsource
Place
• location
• Coverage
• Accessibility
• Clinical / non/clinical
• Telephone
• Online
Price
• Tangible /
intangible
• Psychological
The public service
marketing mix

101. +
The 7Ps of marketing +1
 People: People define a service. Anyone who comes into
contact with customers or potential customers is part of the
brand offering
 Process: Customers are not interested in the detail of how
your service runs.What matters to them is that the service
works!
 Physical evidence: The environment is so important and
must live up to the expectations of the customer. Seeing is
believing!
 Partnerships: Sometimes the ability to make something
happen requires partnership. Not just with another
organisation but with your customers.

102. +
Have you caught up?
 Moved from mass media to niche media to micro media
 The environment has changed
 Communities do not necessarily mean ‘local areas’ millions of
online communities
 89% of major brands expected to market via a mobile this year
 41% of retailers have a mobile app
 Biggest spend this year in advertising is via mobile advertising.
M&S have over 1million unique users a day to their mobile
platform
 Text messages: more are sent in one day than the total
population of the planet.
 Moving to location based marketing and augmented reality

103. +
Up your game

104. + Group activity: can we market
physiotherapy services in
Medway? (30 minutes)

105. +
Medway Physiotherapy services
 Physiotherapy services – any qualified provider scheme
 What does this mean? Choice.
 1st October – 16% case load reduction. Need to earn this
back.
 Current position. 1000 referrals a month (on average), 4200
contacts a month

106. +
Your task
HOW AREYOU GOING TO
INCREASE THE NUMBERS OF
PEOPLE CHOOSING MEDWAY
COMMUNITY HEATH
SERVICES FOR
PHYSIOTHERAPY?

107. +
Your task
 What do you know about your customers? Key
insights?What do you NEED to know?
 Are your customers your end users or someone
else?
 What do you know about the competition?Who
are they and are they a threat?
 What is the current exchange?What types of
exchange do you think you need?

108. +
Feedback and tea/coffee

109. +
Marketing your own services
(the Medway Marketing Toolkit)

110. +
The Medway Marketing toolkit
 Perceptual mapping

111. +
Consider:
 Where does your service position itself in relation to
competitors?
 Do customers agree with you?
 Are there any gaps in the market that could potentially be
filled?
 Do you need to reposition yourself in this market?
 Estimate market size and potential. Looking at market size
and growth is a combination of scientific research and pure
guesswork.

112. +
A quick simple SWOT

113. +
Feedback

114. Thinking like a marketer: my tips
1) Know exactly who your audience is and look at everything from that
group’s point of view
2)Your bottom line: when all is said and done, the audience’s action is what
counts
3) Make it easy-to-irresistible for your audience to act
4) Integrated strategy that offers the four Ps
- The right product
- At the right price
- In the right places
- With the right promotion
5) Base decisions on evidence and keep checking in
6) Keep a close eye on the competition

115. +
James Dyson
“I made 5,127 prototypes of my
vacuum before I got it right.
There were 5,126 failures. But I
learned from each one. I don't
mind failure.”

116. +
“Marketing takes a day to
learn. Unfortunately it takes a
lifetime to master”
Phillip Kotler,Marketing Guru

117. +
Contact me
EMAIL: kellyevans@social-change.co.uk
WEB: www.social-change.co.uk