MHA students presentations , Manipal University

1. SOCIAL MARKETING IN HEALTHCARE
- Keerthana. S

2. What is Social marketing?
• Social marketing applies commercial
marketing strategies to promote public health.
• “the application of proven concepts and
techniques drawn from the commercial sector
to promote changes in diverse socially
important behaviors such as drug use,
smoking, sexual behavior... “

3. How is social marketing applied to
health?
• Social marketers use a wide range of
health communication strategies based
on mass media.
• Communication channels for health
information have changed greatly in
recent years.
• Audience Segmentation:
– Audience segmentation is usually based
on sociodemographic, cultural, and
behavioural characteristics that may be
associated with the intended behaviour
change.
– Broadest approach is targeted
communication.
– Tailored communication is more specific.

4. Media trends and adapting
commercial marketing
• Digital Divide
• Commercial marketing into healthcare.
• Key trends include the recognition that
messages on health behaviour vary along a
continuum from prevention to promotion and
maintenance.

5. • Prevention vs promotion:
– Anti drug campaigns and anti smoking campaigns
by US Centre of Disease control and prevention.
• Competing for attention:
– Digital communications proffer countless
unhealthy eating messages along with lifestyle
images associated with cigarette brands. Cable
television, the web, and video games offer endless
opportunities for comorbid behaviour.

7. How is social marketing used to
change health behaviour?
• Behavioural
• Persuasion
• Exposure

9. Can social marketing change health
behaviour?
• Social marketing campaigns can change health
behaviour and behavioural mediators, but the
effects are often small.
• Eg: TRUTH campaign.

12. Components of Social Marketing
• Problem
• Target audience
• Target behaviour
• Strategies for change

13. Challenges and Limitations
• Message clutter
• Complexity of health information
• Difficulties in counter-marketing

14. • v

19. Thank You…….