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Defining the Issue- Social Marketing Perspective The social marketing process involves • Identifying an effective marketing mix • 5 P‟s (product, price, promotion , place and partners) o o o o o What is the preconception health concept we are trying to sell to consumers? (product) What are the costs to consumers ? (price) How should demand for preconception health and healthcare (PCH & HC) to consumers be achieved? (promotion) Where should PCH & HC messages be promoted? (place) How can efforts be supported and sustained? (partners*) • Offering the customer clear and compelling benefits • Minimal barriers • And advantage over other options (competition)** *Luca, Nadina Ralulca and Suggs, L. Suzanne (2010) „Strategies for the Social Marketing Mix: A systematic Review‟, Social Marketing Quarterly, 16: 4, 122-149. ** CE Prue, KL Daniel. Social marketing: planning before conceiving preconception care. Matern Child Health J2006;10(5 Suppl):S79-84.
Page 1 and 2: Developing a National Social Market
Page 3 and 4: WHAT IS SOCIAL MARKETING?
Page 5 and 6: Problem Description Implementation
Page 7 and 8: Defining the Issue - Public Health
Page 9 and 10: Defining the Issue- A Call To Actio
Page 11: Defining the Issue- Consumer Workgr
Page 15 and 16: Market Research Conducted or Underw
Page 17 and 18: Market Research (cont’d) Environ
Page 19 and 20: Market Research- Audience Segmentat
Page 25 and 26: Market Research- Focus Groups Over
Page 27 and 28: Market Research- Couple Interviews
Page 29 and 30: GFK-MRI DATA
Page 31 and 32: What Is GFK/MRI? Secondary market
Page 33 and 34: Internet Activities (Last 30 Days)
Page 41 and 42: Cable, Satellite or Fiber Optic Pro
Page 43: Cable, Satellite or Fiber Optic Pro
Page 46 and 47: Women of Childbearing Age- Planners
Page 48 and 49: Non-Planners are Pre-Contemplators
Page 50 and 51: Planners Short Term Communication G
Page 52 and 53: Market Research- Concept Developmen
Page 55 and 56: Market Research- Concept Developmen
Page 57: Market Research- Concepts, Adcepts
Page 71 and 72:
Social Marketing Phases 3 Market St
Page 74 and 75:
Problem Description Market Research
Page 76 and 77:
NEXT STEPS
Page 78 and 79:
WHAT’S MISSING?
Page 80 and 81:
Questions? On-line social marketin
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