Upstream Social Marketing PDF
Preview Upstream Social Marketing
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 – (909) 856-3350, [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.
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