Social Marketing

Social Marketing is an approach to promoting behavior change through the use of marketing techniques to influence audience members.  It goes beyond traditional health education techniques of informing and persuading an audience by reinforcing positive behavior change through incentives.  Social marketing requires audience segmentation which identifies the target audience into well-defined groups of people selected based on unifying characteristics and needs, such as ethnicity, geography, age, etc.  Social marketing programs often rely on the “marketing mix”, which is also known as the “the four Ps”:

Product: The behavioral change and benefits being promoted
Price: The benefits and costs of adopting the change
Place: The process of making the behavior change accessible
Promotion: The dissemination and delivery of the message from the practitioner to the audience