But how can people be best be encouraged to change behaviour, bearing in mind that their decisions are complex, affected by a myriad of individual and social factors, and also dependent on long term relationships rather than short term interventions?
Using research as a starting point, successful social marketing then requires interaction, involvement and feedback, and this will often call on the techniques of direct marketing.
In example 1, you may wish to record smokers who drop out and then contact them via post or phone to find out why.
In example 2, research may point to certain ethnic groups using hospitals rather than GP's as first port of call. So you may wish to door drop leaflets into these communities explaining about the roles of GPs and A&Es.
In example 3, you may wish to telephone and direct mail the head teachers of local schools to develop a relationship with them and develop a mutual campaign.
Obviously PR and communications activity, such as posters, press, magazine advertising and the broadcast media, can all play a part in getting your message across. However, through relationship marketing you can develop interactive and mutually informing relationships which will lay the seeds for long lasting change.
At Mailboosters Healthcare Marketing, our experience, unbiased outside view, and fresh insight will help you define realistic goals.
Once these have been achieved, we produce messages which create impact and generate response, enabling long term relationships to develop and goals to be realised.
