Week 7 Health Communication, Social Marketing, Media, and thinking critically SV PDF

NURS404: HEALTH COMMUNICATION, SOCIAL MARKETING AND MEDIA IN HEALTH PROMOTION Leah Sookhoo, RN PhD Student Reproduction or distribution of this presentation without written permission by Leah Sookhoo is prohibited. Acknowledgement: This content was adapted from content from Sherri Schmidt Stutzman...

NURS404: HEALTH COMMUNICATION, SOCIAL MARKETING AND MEDIA IN HEALTH PROMOTION Leah Sookhoo, RN PhD Student Reproduction or distribution of this presentation without written permission by Leah Sookhoo is prohibited. Acknowledgement: This content was adapted from content from Sherri Schmidt Stutzman RN, MSc  BY THE END OF THIS CLASS, STUDENTS WILL BE ABLE TO: ▸ Explain health communication and uses of mass media and social media in health promotion. ▸ Define social marketing. ▸ Explain diffusion theory as it relates to social marketing. ▸ Explain market segmentation. ▸ Explain and apply the “4 Ps” of social marketing. TRADITIONAL HEALTH COMMUNICATION The use of communication strategies to inform and influence individual and community behaviours that lead to improved health.  HEALTH COMMUNICATION A multidisciplinary field of research, theory, and practice. Reaches different populations and groups to exchange health related information, ideas, and methods. Influences, engages, empowers, and supports individuals, communities, health care professionals, policymakers, organizations, and special groups. Encourages target group to champion, introduce, adopt, or sustain a health or social behaviour, practice, or policy. Aims to improve individual, community, and public health outcomes.  MASS MEDIA Communication that reaches and influences a large number of people through diverse array of mediums “Mass media is any method of communication that reaches large groups of people quickly and effectively. Thus, many means of communication can be considered ‘mass media.’ Television, radio, print media (magazines, newspapers, journals, pamphlets, flyers, books, letters, etc.), the world wide web, email, chat rooms, advertising, marketing, publicity, photography, documentaries, video, – even theatre, movies, songs, dance, art, and storytelling can be categorized as media. All these forms of media can be used as vehicles for communication, and by extension, means to drive social change. They are all very different in their form and their composition, though they have one thing in common: They engage with people en masse. Hence, they can be powerful educative and transformative tools.” (R. Walker, 2021)  MARKETING VS. SOCIAL MARKETING Marketing The analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of obtaining organizational objectives Social Marketing A process that integrates marketing concepts to influence behaviours that will benefit the society as well as the individual. Seeks to benefit the target audience and general society, not to benefit the marketer - Phillip Kotler MARKETING STRATEGY AND PLANS Theory based interventions Market Segmentation Marketing Mix – The 4 P’s  DIFFUSION THEORY How new ideas, products, and practices spread within an organization, community or society, or from one society to another. Concepts in Diffusion theory: Innovation: An idea, object, or practice that is thought to be new by an individual, organization, or community Communication channels: The means of transmitting the new idea from one person to another Social Systems: A group of individuals who together adopt the innovation Time: How long it takes to adopt the innovation DIFFUSION OF INNOVATION THEORY  MARKET SEGMENTATION Part of marketing strategy and planning "Segmenting" is a marketing term for dividing up your audience into groups according to particular criteria. The members of each group have at least one important factor in common with the other members of the same group, and that factor sets them apart from all the other groups MARKETING MIX: THE “4 PS” Product Price Place Promotion PRODUCT 12 PRICE 13 PLACE 14 PROMOTION 15 EXAMPLE: 5 A DAY CAMPAIGN Program to increase fruit and vegetable consumption by raising awareness of the health benefits Product Price Place Promotion (U.S. Department of Health & Human Services) EXAMPLE: BREAST CANCER SCREENING CAMPAIGN Product Price Place Promotion SOCIAL MEDIA AND HEALTH PROMOTION SOCIAL MEDIA AND HEALTH PROMOTION OPPORTUNITY: Engage diverse audiences, connect to ones that have remained elusive, and create networks of influence and practice using tools that may reside in our pockets and reach people wherever an internet connection resides Challenge: Rethinking the way health promotion organizations and activities are organized, thus the emphasis on ways of thinking about communication and messages are as important as the actual techniques and tools involved (Norman, 2017) 20  OPPORTUNITIES & CHALLENGES: SOCIAL MEDIA IN HEALTH PROMOTION TRANSPARENCY  How are messages received and what are the unintended consequences of having these messages in full view? NETWORKS  Consider the effects of non-symmetrical interactions.  Diffusion Theory THE MESSAGE  Have a distinct, clear message; be authentic; and share what you know.  Create space for conversation, not just one-sided, unidirectional messages.  Whenever possible, make connections among people, concepts, and content: hyperlink, mention, and tag.  Sensitize yourself to the needs of both health promotion organizations and audiences. (Norman, 2017) SPECIAL CONSIDERATIONS: eHEALTH LITERACY + = Norman, 2017 SPECIAL CONSIDERATIONS: Equity & Access  Thinking critically about health promotion campaigns NURS 404 Leah Sookhoo, RN PhD Student Reproduction or distribution of this presentation without written permission by Leah Sookhoo is prohibited. Acknowledgement: This content was adapted from content from Sherri Schmidt Stutzman RN, MSc  By the end of this class, students will be able to: ⊹ Consider the ethics of social marketing. ⊹ Think critically about health promotion campaigns ⊹ Explain victim-blaming and why it occurs. ⊹ Explain how such landmark documents as the Ottawa charter for health promotion and Population health promotion: An integrated model of population health and health promotion move health promotion from personal responsibility to a more balanced approach 24 Ethics in Social Marketing ⊹ Fear ⊹ Humour ⊹ Persuasion ⊹ Coercion ⊹ Manipulation and deception ⊹ Incentives and Rewards Ethics in Social Marketing 1.Be truthful 2.Protect privacy 3.Don't model inappropriate behaviour 4.Don't be offensive 5.Be fair and balanced 6.Avoid stereotyping 7.Protect vulnerable populations e.g. children Smith, et al Who is responsible for health? Individual vs. Society Responsibilities  Health & Responsibility Is society responsible for the well-being of its citizens? ❖If so, at what cost to the rest of the community? ❖How are people to be held responsible for their own health? Individual responsibility THE CASE FOR PERSONAL RESPONSIBILITY FOR HEALTH (Minkler)  Role of Lifestyle 6 of the 10 leading factors contributing to the global burden of disease are lifestyle related: ❖Unsafe sex ❖High blood pressure ❖Tobacco use ❖Alcohol use ❖High cholesterol ❖Obesity  Consider… Personal responsibility: Blames the victim Ignores the social context where individual makes decisions and health actions take place Cultural environment Advertising Policy changes Minkler, 1999  Victim Blaming Victim blaming refers to the perception that victims are culpable or responsible for their own fates ⊹ With the emphasis on individual behaviour and behaviour change, there comes a risk of inadvertently blaming people for their health problems. ⊹ Victim-blaming and stigmatization can be a practical and ethical concern in health promotion. Fisher, B.. Limitations of… Personal responsibility paradigm breaks down when: Examining poverty Role of racism as health risk factor The role of society  Societal actions Access to care Public health: surveillance; health education; vaccination; infection control; disaster preparedness Environmental health: sanitation; food/drug safety; housing/urban planning; occupational health; pollution control Health research Example of a failed behaviour change project ❖ Considered a well-designed community project (sponsored by National Cancer Institute) ❖ Aimed at reducing smoking in Richmond, CA ❖ 5-year project failed to make any difference in smoking population ❖ Richmond: lower SES, high unemployment, high crime rate, substance use, few health services ❖ Began working with and collaborating with communities around initiating more suitable projects and goals. Tengland, P-A. (2016)  In-class Group assignment