Utilizing Social Marketing to Translate Research in Public Health

Amy Beaudreault, PhD CandidateResearch Communication Specialist

Nationwide Children’s HospitalAmy.Beaudreault@NationwideChildrens.org

NationwideChildrens.org

Ohio Hospital Association Annual MeetingJune 15-17, 2009

Columbus, OH

Presentation Objectives

• To define and give examples of social marketing, social media and translational research.

• To describe why social marketing and translational research are beneficial to society, especially overall health.

• To present examples of social marketing and translational research from The Research Institute at Nationwide Children’s Hospital.

How many of you…

• Went to a health fair and picked up educational materials on heart disease, quitting smoking, skin cancer, etc.?

• Read a blog? Are on Twitter? Have a Facebook account? Watch YouTube?

• Watched, read or discussed with friends or peers a health-related news topic such as the dangers of furniture tip-overs or the increase in pediatric obesity?

• Went to a health-related Web site to find information about a certain topic?

What is social marketing, social media and translational research?

Social MarketingApplication of commercial marketing techniques to social problems

Social MediaConsumer-generated content (including social networking sites); Web 2.0 applications or tools that shift the way individuals learn and share content (Facebook, blogs, YouTube, Twitter, Linkedin)

Translational Research (2 definitions)T1: Research into practice (and vice versa)—new treatments and research knowledge reach the doctors who care for patients; can start in the clinical setting, and then drive the research back to the lab

T2: Community interventions bring the findings from T1 to the public

Where social marketing fits?

Translational Research 1

Translational Research 1

Social MarketingSocial Marketing

Social MediaSocial Media

Translational Research 2

Translational Research 2

ConsumerConsumer

Patient/ProblemPatient/Problem

Timeline of terms

‘60s

SM starts in India family planning programs

SM growth

‘80s ‘97 ‘98

1st social networking site

1st news blog

‘99

Web 2.0 coined

Blog growth

SM focuses on changing behavior instead of ideas

‘03

Social networking sites flourish

‘94

Social Marketing Quarterly published

Journal of Translational Research published

‘09‘05

YouTube Facebook

‘06

Twitter

• Science Translational Research published

•American Journal of Translational Research published

•200 mil users on Facebook

•10 mil tweets dailySM=Social Marketing

Benefits of social marketing

• Behavior change• Education• Policy change• Health promotion• Research into resources• Coalition/Alliance building

Who employs social marketing

• Community service programs• Community organizations• Health departments• State & federal agencies• Hospitals• Universities• Associations• Extension• Even businesses are starting…

Social Marketing framework

• Program planning• Understanding research• Target audience• Budget• Intervention development• Evaluation

And…application of the four Ps

The four Ps of Social Marketing

• Product Set of benefits associated with behavior goal “What will people gain when behavior performed?” Product must provide solution to problem

• Place Where and when (how is product/program accessed?)

• Price Time, effort, financial, lifestyle

• Promotion Media, advertising, outreach activities

Nationwide Children’s Examples

Furniture Tip-Over InjuriesProducts Research published in Clinical Pediatrics Press release and video news release Prevention fact sheet Media coverage

Price Costs related to human resources for research, development of products, promotion of

products and media requests

Place Global focused; Internet

Promotion Distribution of press and video release, research article

and fact sheet. Featured on Today Show, NY Times, NPR…

Nationwide Children’s Examples

Long-Term Dangers of Severe ConcussionsProducts Research published in Pediatrics Press release and video news release Research Brief Article in NCH Research publications

Price Costs related to human resources for research, development of products, promotion of

products and media requests

Place Global focused; Internet

Promotion Distribution of press and video release, research article,

Research Brief and NCH publications

Social Marketing is not…

• Only advertising• A one approach model• Only media exposure• Driven by personal agendas• Fiscally-profited oriented• Easy

How can Social Marketing help your hospital?

• Improve health • Change behavior• Increase your hospital’s reputation as a leading source for

health information• Build community alliances and partnerships• Influence policy• Educate employees• Influence employee recruitment• Build brand

Factors to remember in behavior change

External

• Policies• Access• Skills• Consequences• Cultural norms/beliefs/values

Internal

• Knowledge• Attitudes/perceptions• Perceived risk• Perceived consequences• Self efficacy

Questions