Social Marketing, Health Promotion, promozione della salute

1. Health policies Organization Evaluation
“SOCIAL GOOD”
PROCESS
OUTCOME
…………..
PUBLIC
Or/&
PRIVATE
1 2 3
Social Marketing
Giuseppe Fattori

2. 1. Policies

3. POLICIES - Health marketing
Social Marketing Services Marketing

4. POLICIES - Health marketing
Social
marketing
Product
marketing
Brand
marketing
Healthy
LifeStyles
Services Identity
Community Patients Stakeholders
Object
Target
Modified from: Rappini, Del Vecchio 2011

5. POLICIES - Social marketing
1. Countries
Developing CountriesDeveloped Countries
Modified from: Lefebvre 2011
structural changebehavioural change

6. POLICIES - Social marketing
2. Culture
North American PerspectiveUK Perspective
Modified from: French 2011

7. Bismarck batte Beveridge. La classifica
dell’Euro-Canada Health Consumer Index

8. 3. Financing
INSURANCESTAX
Priority setting Priority setting
Public goodPublic good
Fattori 2011
POLICIES - Social marketing

9. marketing
alongside other
concepts and
techniques…
Fattori 2011 - modified from French, Blair-Stevens 2006
“SOCIAL GOOD”FOR
WHO decides?
HOW decides?
Who are social marketers?
What is it?
Social marketing
POLICIES - Social marketing / Social Good

10. Health Promotion – How decisions are made
Who decides?

11. Health
promotion
Social
marketing
Health promotion as the overaching concept, including
and incorporating social marketing
Social marketing for health and specialised health promotion
J. Griffiths, C. Blair-Stevens, A. Thorpe - 2008

12. 1
2
3
4
5
6
Goodstadt, 2007
Integration of Health Promotion Practice

13. 2. Organization

14. Research and
development
Production
Quality
Health Promotion Units
Marketing
Communication
FIAT 500

15. Councils
School
University
Third Sector
Regional Agency
for Environmental
Prevention
Entrepreneurs
Sport
sector
Cultural
sector
Social
construction
of health =
SOCIAL
GOOD
Health promotion
Department:
•Health Education
•Social marketing
•Health communication
•Budget
•Professional training
• Evaluation
Citizens
Trade
Unions Local
Health Unit
Examples:
• Publications
• Events/Fairs
• Internet/Intranet
• Web 2.0
• Radio
• TV
•…
Values – Objectives
Laws
Nations – Regions
Organization
Laws
Nations - Regions
Activities
Local Health Units
Councils
ORGANIZATION - Social marketing
Health Promotion Organization

16. 3. Evaluation

17. Evaluation – Health Promotion
Evidence Based
Health Promotion
(EBHP)
Evidence Based
Medicine
(EBM)
evidence of
effectiveness
community
change

18. EBM = Your Doctor Wants You To Smoke

19. Evaluation - Social marketing / S-ROI
Social-ROI
LISTER, G., MCVEY, D., FRENCH, J., BLAIR-STEVENS, D., & MERRITT, R. (2007)
For every £1 spent on preventative
health promotion, the state could
save from £34 to over £200
in health spending

20. Evaluation - Social marketing / Time
Time
Modified from: Cugeilman 2010
Although social marketing has been shown to work in various studies, this
does not mean that it offers a cost-effective solution. It is one thing to know
whether social marketing works, and another to know whether this
approach offers a good return on investment, in terms of social outcomes.

21. Evaluation - Social marketing / Time

22. Evaluation - Social marketing
Nancy Lee, 2011
Where’s the beef?
Social marketing in
tough times

23. Evaluation – Where is the beef?
Lee 2011
INPUTS OUTPUTS OUTCOMES IMPACT ROI

24. Evaluation
Fattori 2012: modified from: Nutbeam
What do you expect from this intervention?
%achievements
time
AWARENESS
BELIEFS
BEHAVIOR
5 a day (fruits, vegetables)
CHANGE IN HEALTH DISEASE

26. 4. Activities
Our Experience in Italy

27. POLICIES: national, regional and local
Regional
Social and Health Plan
Emilia-Romagna
Local
Health Plan of Modena
National
Social and Health Plan

28. The local path
Priorities
Objectives
Activities
ECONOMIC COMPATIBILITY
PARTNERSHIP
Local Health Plan of Modena
Evaluation

29. LEVELS OF RESPONSIBILITY
Technical
Responsibility
Political
Responsibility
Technical
Commission
(Public Health
Professionals)
Conference
of Mayors
District
CoordinationActivities
Proposals
Objectives Evaluation
Local Health Plan of Modena
Managerial
Responsibility
Objectives

30. ORGANIZATION
Conference
of Mayors
District
Coordination
Proposals Objectives
Objectives Evaluation
Priorities:
1 – Smoke
2 – Alcohol
3 – AIDS/STD
4 – Nutrition
5 – Physical Activity
6 – Dependencies
……….
Health & Social
Welfare Local Plan
Social Policies, Health
Policies, Education…
Local Health Unit
Departments
Third Sector
Local Health Plan of Modena
Activities
Technical
Commission
(Public Health
Professionals)

31. Priority setting Activities Evaluation
Partnership – levels of collaboration
PARTNERS:
Charity, Citizens,
Unions, Businesses Associations,
Donors,
…

32. Partnership and Audience Segmentation
dancing
with
the stars

33. “A vision without
action is a dream.
Action without vision
is nonsense.
A vision with action
can change the world”
Joel Arthur Barker
If interested: fattori@marketingsociale.net