Social Marketing and Social Media: Opportunities for Addressing Cardiac Arrest

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1 Social Marketing and Social Media: Opportunities for Addressing Cardiac Arrest Amy Burnett Heldman, MPH Treatment of Cardiac Arrest: Current Status and Future Directions Third Committee Meeting August 25, 2014 Division for Heart Disease and Stroke Prevention National Center for Chronic Disease Prevention and Health Promotion

2 What is Social Marketing? Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society. See also: health marketing, health communication, public health communication, campaigns Not: Public relations, dissemination, social media, promotion Kotler P, Andreasen A. Strategic Marketing for Nonprofit Organizations. New York: Prentice Hall; 1996.

3 Lee, NR., Kotler, P. Social Marketing: Influencing Behaviors for Good. (4 th edition). Sage; 2012.

4 Do Marketing and Communication Work for Public Health? Community Preventive Services Task Force review: Based on strong evidence of effectiveness for producing intended behavior changes, the Community Preventive Services Task Force recommends health communication campaigns that use multiple channels, one of which must be mass media, combined with the distribution of free or reduced-price healthrelated products Community Preventive Services Task Force. Health Communication and Social Marketing: Health Communication Campaigns that Include Mass Media and Health-Related Product Distribution. December

5 Social Marketing/Health Communication Examples from CDC

6 What Marketing and Communication Can Do Increase knowledge and awareness Influence perceptions, beliefs, attitudes Prompt action Demonstrate/model healthy skills Reinforce knowledge attitudes, and behavior Show behavior change benefits Advocate on a health issue or policy Increase demand or support for health services Refute myths/misconceptions Strengthen relationships (orgs, partners) Making Health Communication Programs Work. Bethesda, MD: National Institutes of Health, National Cancer Institute. ; also known as The Pink Book );

7 What Marketing and Communications Can t Do Produce sustained change in complex health behaviors WITHOUT the support of a larger program for change (access, service, technology, policy) Compensate for inadequate healthcare or access to services Be equally effective across issues, messages, and audiences due to complexity, audience preconceptions, controversy Making Health Communication Programs Work. Bethesda, MD: National Institutes of Health, National Cancer Institute. ; also known as The Pink Book );

8 What Marketing and Communications Might Be Able to Do, in Combination with Other Strategies Cause sustained change (individuals, organizations) Overcome barriers/systemic problems Making Health Communication Programs Work. Bethesda, MD: National Institutes of Health, National Cancer Institute. ; also known as The Pink Book );

9 Social Media Definition The collection of digital channels and tools (e.g., Facebook, Twitter, and YouTube) used for public health communication. One defining characteristic of all social media is their potential to facilitate multi-way engagement and communication. Heldman AB, Schindelar J, Weaver JB III. Social media engagement and public health communication: implications for public health organizations being truly social. Public Health Reviews. 2013;35:

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11 Social Media Use and Demographics Duggan M, Smith A.. Pew Research Center, January 2014, Social Media Update

12 February 2014

13 Nature Volume:512, Pages: Date published:(14 August 2014) DOI:doi: /512126a ?WT.mc_id=TWT_NatureNews

14 Flu, Zombies, and Dr. Frieden

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16 Let s Talk about Going Viral

17 Is the Juice Worth the Squeeze? Measuring Social Media ROI Awareness: Have people noticed we re out there? Reach: Are we reaching more people? Engagement: Are we having more two-way conversations? Message: Are we saying the right things? Are the messages being shared? Influence: Are we driving the conversation?

18 Questions to Ask/Key Decisions What is your goal? Awareness of the difference between heart attack and cardiac arrest? Or bystander action? Or something else? Can this goal be met by a comprehensive marketing/communications effort? Who is your audience? Bystanders? Bystanders in specific communities/other? EMS providers? Clinicians? What do you know about them? What are your messages? You have them do they align with your goals and audience? What are your channels/influencers? Based on what you know about your audience, what are the best channels (might be social media, might not be). Who are credible influencers who can carry your message? If you are choosing social media, how will you engage? How are you testing and revising the messages and materials? Test messages with your audience. Refine messages and materials. How are you evaluating?

19 To Recap Should you be using a social marketing approach? Yes behavior change is the goal Should social media be a part of that approach? Probably. But it should not be the ONLY approach. Focus first on the planning and strategy not the product or channel. If you take away one thing from this presentation, what should it be? Audience is everything. (Also? General public is not an audience) (And communication/marketing needs to be a part of a comprehensive approach)

20 Thank you!