Using social marketing interventions to promote infection prevention and control

Transcription

1 Using social marketing interventions to promote infection prevention and control Senia Rosales-Klintz, PhD Department of Public Health Sciences (Global Health/IHCAR) Karolinska Institutet, Stockholm, Sweden

2 Outline! What is social marketing?! Key elements of social marketing! Final reflections 2

3 Social marketing! The design, implementation and control of programmes calculated to influence the acceptability of social ideas and involving considerations of product, planning, pricing, communication and market research.! It is the utilisation of marketing theories and techniques to promote voluntary behaviour change in order to achieve a social goal 3 Sources: Kotler P, Zaltman G. Journal of Marketing 1971;35(3):3-12; Donovan RJ. Australian Review of Public Affairs 2011;10(1): 23-40; Grier S, Bryant C. Annu Rev Public Health 2005;26:

4 Evidence review Social Marketing interventions can have a positive impact on communicable disease related health There is limited evidence for the effectiveness of social marketing There is a lack of conceptual clarity regarding social marketing Sources: MacDonald L, Cairins G, Angus K, Stead M. Evidence review; social marketing for the prevention and control of communicable diseases. Stockholm: ECDC

5 Benchmark criteria! Behaviour change! Consumer orientation! Theory-based design! Segmentation! Targeting! Marketing mix " Product " Price " Place " Promotion! Exchange! Competition 5

6 Stepwise planning 1. Define your objectives 2. Define the behaviour you want to change 3. Conduct formative evaluation 4. Develop the campaign strategy 5. Prototype and pre-test 6. Develop the evaluation plan 7. Implement and monitor the campaign 8. Evaluate 9. Analyse the feedback and refine the campaign 6

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8 Defining the problem: basic questions Target audience: HCW Who? What? Action: Improve HH practices Determinants: structural barriers, preferences Why? How? Intervention: introduction of a new ABHR HCW= health care workers; HH= hand hygiene; ABHR = alcohol-based handrub 8

9 Step 1: Define your objectives What is the expected result of your campaign? Why is the campaign being developed? Who is your target audience?! Keep in mind: # Involve stakeholders and key persons # Define specific and measurable objectives 9

10 Goal definition General statement that describes the desired results of a campaign Achieved over long-term and through combined efforts of multiple campaigns and/or programmes Improving hand hygiene practices Source: Monitoring HIV/AIDS programs: a facilitator s training guide. Introduction to monitoring and evaluation (Module 1). Family Health International

11 Objective definition Specific, operationalized statement detailing the desired accomplishment of the campaign Action-oriented when properly devised To increase the utilisation of ABHR among HCW to 95% by the end of the year Source: Monitoring HIV/AIDS programs: a facilitator s training guide. Introduction to monitoring and evaluation (Module 1). Family Health International 2004; Introduction to program evaluation for public health programs. CDC

12 Step 2: Define the behaviour you want to change! Behaviour has three components: An observable action by a specific target audience under specific conditions Source: Social marketing behaviour. A practical resource for social change professionals. Academy for Educational Development

13 Step 3: Conduct formative evaluation Find out what has already been done: analysis of previous interventions Conduct formative evaluation to identify determinants of behaviour: Informal survey among HCW, SWOT analysis of the ICT Select segments of your audience: nurses and physicians Determine barriers and benefits of the new and the competitive behaviours 13

14 Theory-based design! Approach: Socio-ecological framework Policy Individual Organisational Interpersonal 14

15 What were the factors which influenced their behaviour? Individual Policy Organisational Interpersonal Competing priorities Physical barriers Management policies ABHR caused skin problems Time spent in hand washing procedures ICT highly visible but perceived as problemshooters Adapted from: Social marketing behaviour. A practical resource for social change professionals. Academy for Educational Development. 2008! 15

16 Step 4: Develop the campaign strategy Select a planning framework: Social Marketing Design interventions for the selected segment Source: Social marketing behaviour. A practical resource for social change professionals. Academy for Educational Development. 2008! 16

17 The marketing mix (4Ps) Product Price Place Promotion 17

18 Product (1)! Set of benefits associated with the desired behaviour or service usage Source: Grier, D and Bryant C. (2005) Ann Rev Public Health 26:

19 Product (2) What people will gain when they perform the behaviour The desired behaviour Core! Any tangible objects and services used to facilitate the behaviour change Actual! Augmented! Adapted from: Grier D, Bryant C. Ann Rev Public Health 2005;26:

20 Product: ABHR Time saving Improved ABHR Core! ABHR easily accessible Actual! Augmented! Source: Merritt R. Development. In: French J, Blair-Stevens C, McVey D, Merritt R, editors. Social marketing and public health. Oxford. 20 Oxford University Press;2010

21 Price! Cost or sacrifice exchanged by the target audience for the promised benefit Added value: saving time Intangible costs: skin damage Source: Grier, D and Bryant C. (2005) Ann Rev Public Health 26:

22 Social marketing is an exchange Consumer Change behaviour Provide benefits the consumer cares about Marketer Source: Social marketing behaviour. A practical resource for social change professionals. Academy for Educational Development

23 Competition! Behavioural options that compete with public health recommendations and services What products compete with those we are promoting? How do the benefits compare to those offered by competing behaviour? 23

24 Place! Distribution of goods, and the location of sales and service encounters! Includes: Actual physical location: bedside Attractiveness and comfort: calibrated dispensers Accessibility: holders Intermediaries Source: Grier, D and Bryant C. (2005) Ann Rev Public Health 26:

25 Promotion! Communicating to the audience about the product, price, place Strategy Activities Specific for each target audience Appropriate communication channels Advertising Printed materials Events Source: Grier D, Bryant C. Ann Rev Public Health 2005;26:

26 Step 5: Prototyping and pre-testing Pre-testing helps to identify which interventions are the most effective and well received by the target audience Pre-test pilot products, services and messages Modify your plan and materials based on what you learn from the pre-testing 26

27 Step 6: Develop an evaluation plan Evaluation is a tool to improve your campaign Define process indicators: # of ABHR bottles used, # of posters and events, satisfaction Define short-term, mid-term and long-term outcomes: behaviour change, awareness, incidence of HAIs Select suitable methods for evaluation: surveys, surveillance 27

28 Step 7: Implement and monitor Prepare and distribute materials: posters and ABHR bottles Execute and monitor planned activities: interactive sessions Refine the campaign strategy and materials as mid-course monitoring data suggests 28

29 Step 8: Evaluate Implement your evaluation plan Collect and analyse data 29

30 Step 9: Refine the campaign! Use the results from the evaluation to improve the campaign 30

31 Final reflections! Application of social marketing in health interventions has been limited! Infection prevention and control interventions have successfully used social marketing! There is a need to systematically apply and report all the benchmark criteria of social marketing 31