Health arketing Lets Model Ours after CDCs National

Health arketing Let’s Model Ours after CDC’s National Health Marketing Center Jim Grizzell, MBA, MA, CHES, ACSM-HFS, FACHA jvgrizzell@csupomona. edu, (909) 856 -3350

Objectives • Define health marketing • Explain basics of marketing • List resources available from CDC’s National Health Marketing Center Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 2

What Health Marketing Is Not social norms marketing, promotion or advertising Not driven by organizational experts’ agendas Not promotion or media outreach only Not social media marketing Not social advertising Not about coercing behaviors Not a “one approach” model Don’t think media first! Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 3 • •

What Health Marketing Is Not Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 4

Got Behavior Change? 5 Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Definitions: Old and New • Marketing – The performance of business activities that direct the flow of goods and services from producers to consumers. • American Marketing Association, 1935 Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 6

Definitions • Health care marketing – Marketing designed to influence the behavior of target audiences in which the benefits would accrue to the target audience's physical and/or mental health. • American Marketing Association Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 7

Definitions: Old and New • Marketing – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. • American Marketing Association, 2007 Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 8

Definitions • Health marketing – Creating, communicating, and delivering health information and interventions using consumer-centered and science-based strategies to protect and promote the health of diverse populations. • CDC National Health Marketing Center Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 9

Benefits of Using Health Marketing Provides a 360 view of the issue Develops culturally appropriate interventions Involves those affected by the issue Enables effective use of resources Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 10

Benefits of Using Health Marketing It offers coordinated, multiple intervention tactics! It can be used for “downstream, ” “side stream” and “upstream” influence. Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 11

Basics of Marketing • • Needs Assessment Problem Description Market research Market strategy Interventions Monitoring & evaluation Implementation www. orau. gov/cdcynergy/soc 2 web www. healthedpartners. org/ceu/sm Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 12

Action Model for Achieving Health Promotion Goals Determinants of Health Outcomes**** Planning • • Needs assessment Market research and strategy Interventions* • • Monitor and evaluate for: • • Over the life span Policies Programs Services Health marketing • • • Feedback Loop Assess effectiveness, Disseminate, Refine Behavioral outcomes Specific risk factors, disease, and conditions Injuries Well-being and health-related Quality of Life Health equity Feedback Loop * Cost Effective: Evidence-based, -informed; ROI >1: 1; <$50, 000 QALY; ** SMART: Specific, measurable, achievable, realistic, time-specific Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 13

How Does Marketing Influence Behavior? • The 4 Ps • • Product Price Place Promotion • Key Concepts • Exchange • Competition www. cdc. gov/healthmarketing/basics. htm Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 14

Ps: Place and Promotion • CDC homepage • Social media tools – Twitter • CDC_e. Health • CDCemergency – – – Mobile Podcasts CDC-TV Widgets and gadgets RSS • Other e. Health marketing – e-Cards – Blog • You. Tube, Facebook & My. Space – CDC NHMC Employee Facebook Group Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 15

Key Concept - Competition – Modify program, delivery, service provider or the product to make the competing behavior less attractive, less available, or more costly Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 16 • Priority audience can go somewhere else or do something else or maintain current behavior

Exchange You Give Me You Get • • • A Condom • protection against pregnancy • protection against STDs • peace of mind • sense of control • hope for the future • a date 75¢ Embarrassment Loss of Pleasure Argument Relationship difficulties Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 17

Exchange You Give Me You Get • Money • Time • Momentary discomfort An immunization • Better health • Avoidance of greater discomfort (sickness) • Ability to go to school, work, travel Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 18

Exchange You Give Me You Get • $5 - $30 Low cost limo ride to party • Fun and easy • Be, feel and look cool • Avoid worrying about driving as the end of the evening approaches www. roadcrewonline. com Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 19

Key Concept - Exchange • Change the product, price, place or promotion to meet the exchange, if necessary (netogitate) Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 20 • Increase or highlight the benefits • Decrease or de-emphasize the barriers

Monitor, Evaluate and Revise www. gotmilk. com Milk is naturally nutrient rich like no other beverage – it's nature’s wellness drink ! www. whymilk. com Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 21

Summary • Defined health marketing • Explained basics of marketing • Listed resources available from CDC’s National Health Marketing Center Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 22

Health Marketing Jeopardy Answers • • Health Marketing Mission of the NCHM CDC The NCHM’s vision statement The NCHM publications The Epidemic Exchange Information Health Alert Network Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 23

Health Marketing Jeopardy Answers • • • The VERB Campaign Current NCHM projects CDC’s Entertainment Education Program China, Kenya, Laos/Thailand, India, Guatemala 4 P’s of marketing Public Health Training Network Health Marketing: Let's Model Ours after CDC's National Health Marketing Center 24