Tuesday, May 11, 2004 - 2:20 PM
5054

Thinking Like a (Social) Marketer

James B. Bender, Center for Health Communication, Academy for Educational Development, 1825 Connecticut Ave, NW, Washington, DC, USA and Karena F. Sapsis, National Immunization Program, Centers for Disease Control and Prevention, 1600 Clifton Road, NE, Mail Stop E-05, Atlanta, GA, USA.


BACKGROUND:
When public health professionals use the tools of private-sector marketing, it's called social marketing. Social marketing combines audience research, community involvement, and behavioral science to guide program development and delivery. Learning to see a problem from your target population's viewpoint provides a logical way to decide what intervention approach would be most effective. Social marketing's success comes from knowing how to frame a message, when to utilize a skill-building session, and when to use a media campaign or community outreach. In this workshop you'll gain: 1) a thorough understanding of how and why target audiences behave as they do; 2) some ways to create an "exchange relationship" to influence those behaviors; and 3) tools to manage intervention programs by continuously monitoring and altering them to fit the needs of the target audiences.

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LEARNING OBJECTIVES:
By the end of this workshop participants will be able to: define the 4 “P’s” of marketing; assess a target audience’s perceived benefits and barriers; describe three methods for conducting formative research; and list two sources of low-to-no cost information.