Upstream Social Marketing

29 Pages·2010·1.04 MB·English

by  Jim Grizzell

Upstream Social Marketing
Policies and Laws
Social Gradients Income
Living Conditions Transportation Culture
Discrimination
Social Capital
Education
Social Networks
Social Support
Violence
Individual and Community Health
Jim Grizzell, MBA, MA, CHES, ACSM-HFS, FACHA – [phone],
[email protected]
Learning Objectives
• Explain importance of moving upstream
– Social determinants of health
– Policy makers, decision makers, implementers,
regulators, funders, police, other influencers
• Describe upstream social marketing
approaches
• Apply upstream social marketing to your
program and projects
Upstream Social Marketing 2
Why Move Upstream
• Unfair to expect individuals to use healthy behaviors
– Even if motivated because many barriers make it difficult
• Social environment we live in has an extremely
marked impact on our choices
– Determinants of health
• Emphasized in
• Our behavior is only partially under our own control
Upstream Social Marketing 3
Why Use Upstream Social Marketing
• A social determinant may seem
– Too big to tackle
– Out of bounds because it is not specifically health-
related
• Can’t understand many health problems
without acknowledging predisposing causal
factors
Upstream Social Marketing 4
Action Model for Achieving Health Promotion Goals
Determinants of Health
Planning Outcomes****
• Needs • Monitor and
assessment evaluate for:
• Market • Behavioral
research and outcomes
strategy Over • Specific risk
the life
factors, disease,
• Interventions* span
and conditions
• Policies
• Injuries
• Programs
• Well-being and
• Services health-related
• Health Quality of Life
marketing • Health equity
Assess effectiveness,
Feedback Loop Feedback Loop
Disseminate, Refine
* Cost Effective: Evidence-based, -informed; ROI >1:1; <$50,000 QALY; ** SMART: Specific, measurable, achievable, realistic, time-specific
5 Upstream Social Marketing
Why Use Upstream Social Marketing
• Social marketing is appropriate
– whenever you have a behavior to influence
– for motivating a bureaucrat to approve
implementing new or existing
• Laws or regulations that would contribute to increase
social welfare
• Evidence-based/-informed actions and interventions
• Theories, approaches and models
Upstream Social Marketing 6
Social Marketing Jeopardy #9
The behaviors and related
benefits that the target
audience are accustomed to or
may prefer over the behavior
you are promoting.
Competition
Upstream Social Marketing 7
Evolution of Health & Wellness
Traditional
Health and
Traditional Medical
Name of Medical Model Academic
and Health
Model and Health Performance
Promotion
Education Management
Fun activity focus Mostly health focus Focus on student learning
No risk reduction Some risk reduction Strong risk reduction
No high risk focus Little risk reduction Strong high risk focus
Not HCM* oriented Limited HCM oriented Some required activity
Main All voluntary All voluntary SHS, campus & virtual
Features Site-based only Site-based only Strongly segmented
No personalization Weak personalization audience (indiv, group)
Minimal incentives Modest incentives Major incentives
No sig. others served Few sig. others served Sig. others served
No assessment/eval Weak assess/eval Rigorous assess/eval
Primary
Morale Oriented Activity Oriented Results / Outcome
Focus Oriented
Upstream Social Marketing 8
* =Health Cost Management, NOTE: chart adapted from Chapman, see notes section for reference.
Evolution of Health & Wellness
Traditional Traditional
Health and
Name of Medical Model Medical and Academic
Model and Health Health Performance
Education Promotion Management
Fun activity focus Mostly health focus Focus on student learning
No risk reduction Some risk reduction Strong risk reduction
No high risk focus Little risk reduction Strong high risk focus
Not HCM* oriented Limited HCM oriented Some required activity
Main All voluntary All voluntary SHS, campus & virtual
Features Site-based only Site-based only Strongly segmented
No personalization Weak personalization audience (indiv, group)
Minimal incentives Modest incentives Major incentives
No sig. others served Few sig. others served Sig. others served
No assessment/eval Weak assess/eval Rigorous assess/eval
Primary
Morale Oriented Activity Oriented Results / Outcome
Focus Oriented
Upstream Social Marketing 9
* =Health Cost Management, NOTE: chart adapted from Chapman, see notes section for reference.
Businesses
Evolution of Health & Wellness
Traditional Traditional
Name of Medical Model Medical and
Model and Health Health
Education Promotion
Fun activity focus Mostly health focus
No risk reduction Some risk reduction
No high risk focus Little risk reduction
Not HCM* oriented Limited HCM oriented
Main All voluntary All voluntary
Features Site-based only Site-based only
No personalization Weak personalization
Minimal incentives Modest incentives
No sig. others served Few sig. others served
No assessment/eval Weak assess/eval
Primary
Morale Oriented Activity Oriented
Focus
Upstream Social Marketing 10
* =Health Cost Management, NOTE: chart adapted from Chapman, see notes section for reference.