Producing successful social marketing not only depends on the offer – the unique and appealing benefit - it also requires the audience to adopt the new behaviour. For adoption to take place, the social marketer must overcome numerous obstacles – psychological, cultural, physical, temporal, financial and practical. Whether your audience takes on board the new ideas depends on how well the message appeals, and how 'affordable' it is perceived.
Checking that communications are clearly understood by the audience goes without saying, and at the beginning of a project, our research will determine what the creative emphasis should be. For example, in a campaign to teenagers about the dangers of STDs, the research will highlight whether we concentrate on the positive aspects of safer sex, or on the more negative ones like unwanted pregnancy and disease? Research can also quickly put our creative team on the right track saving effort and money, and provide insights about the promotional methods to be used.
As examples, a diabetes awareness programme might mix broadcast media, outdoor advertising and a direct mail campaign to the over 55's; a domestic violence help initiative aimed at young people might concentrate on an internet based social change strategy and SMS marketing; a campaign to encourage GPs to deliver smoking cessation interventions might use a strong blend of PR, articles and advertising in professional journals together with a personalised direct marketing campaign.
Whichever routes to market you choose, Mailboosters Healthcare Marketing will provide cost effective solutions. We:
- - Create and deliver social marketing campaigns
- - Provide public consultation, research and analysis
- - Produce creative input, ideas, graphic design and copywriting
- - Manage promotional activity
- - Generate relationship marketing for permanent improvement and benefit
