Health arketingLet’s Model Ours after CDC’s National Health Marketing Center

Jim Grizzell, MBA, MA, CHES, ACSM-HFS, FACHAjvgrizzell@csupomona.edu, (909) 856-3350

Objectives

• Define health marketing• Explain basics of marketing• List resources available from CDC’s National

Health Marketing Center

2Health Marketing: Let's Model Ours after CDC's National Health

Marketing Center

What Health Marketing Is Not• 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

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Don’t think media first!

Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

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What Health Marketing Is Not

Health Marketing: Let's Model Ours after CDC's National Health

Marketing Center

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Consumption Media Buy Awareness

Got Behavior Change?

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

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Marketing Center

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

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Marketing Center

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

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Marketing Center

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

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Marketing Center

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Provides a 360 viewof the issue

Involves those affected by the issue

Develops culturally appropriate interventions

Enables effective use of

resources

Benefits of Using Health Marketing

Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

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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

Basics of Marketing

• Needs Assessment• Problem Description• Market research• Market strategy• Interventions• Monitoring & evaluation• Implementation

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www.orau.gov/cdcynergy/soc2web

www.healthedpartners.org/ceu/sm

Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

• Monitor and evaluate for:• Behavioral

outcomes

• Specific risk factors, disease, and conditions

• Injuries

• Well-being and health-related Quality of Life

• Health equity

• Needs assessment

• Market research and strategy

• Interventions*• Policies

• Programs

• Services

• Health marketing

Planning **Outcomes**

Assess effectiveness,Disseminate, Refine

Determinants of Health

* Cost Effective: Evidence-based, -informed; ROI >1:1; <$50,000 QALY; ** SMART: Specific, measurable, achievable, realistic, time-specific

Action Model for Achieving Health Promotion Goals

Feedback Loop

Over the life span

Feedback Loop

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Marketing Center

How Does Marketing Influence Behavior?

•The 4 Ps• Product

• Price

• Place

• Promotion

•Key Concepts• Exchange

• Competitionwww.cdc.gov/healthmarketing/basics.htm

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Marketing Center

Ps: Place and Promotion

• CDC homepage• Social media tools

– Twitter• CDC_eHealth• CDCemergency

– Mobile– Podcasts– CDC-TV– Widgets and gadgets– RSS

• Other eHealth marketing– e-Cards– Blog

• YouTube, Facebook & MySpace– CDC NHMC Employee Fa

cebook Group

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Marketing Center

Key Concept - Competition

• Priority audience can go somewhere else or do something else or maintain current behavior

– Modify program, delivery, service provider or the product to make the competing behavior less attractive, less available, or more costly

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Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Exchange

You Give Me• 75¢• Embarrassment• Loss of Pleasure• Argument• Relationship

difficulties

You GetA Condom• protection against

pregnancy• protection against STDs• peace of mind• sense of control• hope for the future• a date

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Health Marketing Center

Exchange

You Give Me• Money• Time • Momentary discomfort

You GetAn immunization• Better health• Avoidance of greater

discomfort (sickness) • Ability to go to school,

work, travel

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Marketing Center

Exchange

You Give Me• $5 - $30

You GetLow cost limo ride to party• Fun and easy• Be, feel and look cool• Avoid worrying about

driving as the end of the evening approaches

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Marketing Center

www.roadcrewonline.com

Key Concept - Exchange• Increase or

highlight the benefits

• Decrease or de-emphasize the barriers

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• 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

Monitor, Evaluate and Revisewww.gotmilk.com

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Marketing Center

Milk is naturally nutrient rich like no other beverage – it's nature’s wellness drink !

www.whymilk.com

Summary• Defined health marketing• Explained basics of marketing• Listed resources available from CDC’s National Health Marketing Center

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Marketing Center

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

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Marketing Center

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

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Marketing Center