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Social Marketing
Social Marketing in Healthcare
Dr. Lior Naamati Schneider
What is Social Marketing?
The use of marketing principles to influence behavior
for social good.
Connects issues in society to commercial marketing
strategies.
Focus:
Changing attitudes, raising awareness, and promoting
beneficial behaviors.
Key Difference:
Unlike commercial marketing, the goal is social impact rather
than financial profit.
Non-Profit Organizations &
Social Marketing:
✓ Non-profit healthcare organizations rely
on social marketing to promote their
mission, vision, and values.
✓ Unlike for-profit entities, non-profits use
marketing for public awareness and
behavior change, not profit maximization.
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• Behavior change in healthcare marketing can be classified into three
groups:
• Show Me – Individuals who respond to education and awareness
efforts.
• Help Me – Individuals who need social marketing strategies to
motivate behavior change.
• Make Me – Individuals who require policy or legal enforcement to
adopt changes.
• Application in Healthcare:
• Some people change their habits when they receive educational
information (e.g., smoking cessationawareness campaigns).
• Others require marketing and behavioral nudges (e.g., incentives
for vaccination programs).
• In some cases, lawsand policies must enforce change (e.g.,
seatbelt laws, tobacco restrictions).
Understanding Citizen Behavior Change
The benefits of working with WRAP to change citizen behaviour - YouTube
Stages in Coaching Behavioral Change Processes
Behavior
Behavior
Change
Developme
nt of New
Behavior
Behavioral
Adaptation
Implemen
tation of
Change
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Influences on Behavior
Behavior
Actions
Knowledge
Values
External Factors
(costs, time, accessibility)
Affects individual behavior
Influence decisions and prioritiesracticalapplications and habits
Core Principles of Social Marketing?
✓ Audience-Centered Approach:
Understanding target groups and their motivations.
✓ Behavior Change Focus:
Encouraging sustainable changes in behavior.
✓ Value Proposition:
Offering benefits that outweigh costs for individuals.
✓ Research and Data-Driven:
Using evidence-based strategies.
✓ Ethical Considerations:
Ensuring transparency and avoiding manipulation.
Social MarketingCommercial MarketingCategory
Selling behavior changeSelling goods and servicesType of
Product
Behavior change (social good)Organizational goals (usually
financial gains)
Motivation
Audience’s current or preferred
behavior and associated
benefits
Other organizations offering
similar goods and services
Competition
Convince someone that a
particular behavior is
bad/unhealthy/undesirable and
to do something they may not
originally want to do
Creation and exchange of
products that people want or
need
Driver
Kotler et al. (2002)
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The 4 P’s of Social Marketing
Social
Marketing
The social idea, behavior, or
service being promoted.
Product
The perceived cost (time,
effort, financial, social).
Price
01 02
Communicationchannels
and strategies used.
Promotion
Where and how the
behavior is promoted.
Place
03 04
Social Marketing in Healthcare
• Definition: Applying social marketing strategies to
improve public health outcomes.
• Objective: Encouraging healthy behaviors and
reducing health risks.
• Target Audiences: Patients, healthcare
professionals, policymakers, and the general public.
Social Marketing for Health
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Examples of
Social
Marketing in
Healthcare
Anti-Smoking Campaigns: Encouraging smoking
cessation.
Vaccination Awareness: Promotingimmunization
programs.
Healthy Lifestyle Initiatives: Encouragingexercise
and healthy eating.
HIV/AIDS Prevention: Educating about safe
practices.
Mental Health Awareness: Reducing stigma and
promoting support services.
Live After You
Leave
https://youtu.be/213sbXeK6tE
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Mental
Health
Awareness
Campaign
#WeCanWeWill | Mental Health Awareness Campaign - YouTube
Let’s be active for
health for all
Let’s be active for health for all - YouTube
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Social Marketing Strategies in Healthcare
• Storytelling:Sharing patient and provider experiences to create
emotionalconnections.
• CommunityEngagement:Partnering with local organizationsand
healthcare providers.
• Influencer& Peer Advocacy: Using trusted voices like doctors,
nurses, and community leaders.
• Digital & Social Media: Leveraging online platformsfor health
awareness campaigns.
• Incentives& Nudges:Encouraging participation through rewardsor
policy changes.
✓ Don’t change your life…
✓ Change one thing…
✓ Learn more…
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Healthcare promotion
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Recognizing Healthcare Heroes During COVID-19
Recognizing Healthcare Heroes During
COVID-19
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Challenges
in Social
Marketing
for
Healthcare
Misinformation& Public Trust: Combatting false
information and building credibility.
LimitedResources: Budget constraints in public
health campaigns.
Behavioral Resistance:Overcomingdeeply
ingrained health-related habits.
Ethical Concerns:Balancing persuasion with
ethical responsibility.
MeasuringImpact: Assessing long-term success
and behavior change.
Integrating Social Marketing into Non-Profit Healthcare: From
Vision to Strategic Implementation
Social marketing serves as a unifying tool that integrates key course themes—non-profit organizations,
environmental analysis, and strategic planning—to drive meaningful change in healthcare systems.
Non-profits use social marketing to promote their mission, vision, and values, focusing on public
awareness and behavior change rather than profit. It helps reach underserved populations, advocate for
health equity, and mobilize public support.
Effective campaigns must relate to environmental analysis and adapt to regulatory changes, market
competition, and socio-economic trends. Financial sustainability is crucial, requiring government funding,
grants, and donations to support impactful initiatives.
Social marketing aligns with SWOT and PESTEL frameworks, enabling healthcare organizations to tackle
workforce shortages, digital transformation, and policy adaptation. Successful campaigns require careful
planning, audience segmentation, and adaptability.
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MOST Analysis
M
Mission Objectives Strategy Tactics
O
S
TA statementdeclaring what business
the organization is in and what it is
intending to achieve
The approach that is going to be
taken by the organization in order to
achieve the objectives and mission
The goals against which the
organization's achievements can be
measured
The detailed means by which the
strategy will be implemented
Group Activity: Social Marketing Case Study Analysis
Find a Real-World Campaign:
Each group should research and select a real social marketing campaign related to a public health issue (e.g.,
smoking cessation, vaccination awareness, healthy eating).
Analyze the Strategy:
Examine the campaign’s targetaudience, approach,
and impact using the 4 P’s of Social Marketing:
Product: What behavior or health action is being promoted?
Price: What costs (financial, time, effort) are associated with adopting the behavior?
Place: Where and how was the campaign distributed?
Promotion: What messaging, media, and engagement strategies were used?
Present Findings:
Each group will briefly share their analysis,highlighting strengths,challenges, and areas for
improvement in the campaign.
MVSO-JMC InternationaSocial Marketing -
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