INSEAD Library

Includes bibliographical references and index

Digitized

Strategies to Promote Social Change Table of Contents Marketing Public Health Acknowledgments................................................................................................ xi Introduction ...................................................................................................... xiii PART I--MARKETING PRINCIPLES FOR PUBLIC HEALTH PRACTICE Section I--Marketing Social Change.................................................................. 3 Chapter 1 Emerging Threats to the Public's Health The Need for Social Change......................................................5 Unhealthy Lifestyles and Behaviors................................................ 8 Deteriorating Social and Economic Conditions...............................9 A Crisis in Access to Quality Health Care.................................... 17 Implications of the Chronic Disease Epidemic for Public Health Practice............................................................... 18 Conclusion .................................................................................... 21 Chapter 2 Marketing Social Change--A Challenge for the Public Health Practitioner...................................................... 29 A Unique Marketing Challenge..................................................... 31 Conclusion..................................................................................... 39 Chapter 3 Marketing Social Change--An Opportunity for the Public Health Practitioner...................................................... 42 Finding Out What the Consumer Wants: The Role of Formative Research.................................................................... 49 1 vi MARKETING PUBLIC HEALTH Redefining the Public Health Product.......................................... 51 Repackaging, Repositioning, and Reframing the Public Health Product...............................................................52 Marketing Public Health Programs and Policies ......................... 57 Conclusion ................................................................................... 61 Appendix 3­A The Importance of Formative Research in Public Health Campaigns: An Example from the Area of HIV Prevention among Gay Men................................66 Section II--Marketing Public Health.............................................................. 71 Chapter 4 Emerging Threats to the Survival of Public Health..................... 73 Misunderstanding of the Importance of Medical Treatment Compared with Population-Based Prevention......................... 74 The Illusion of Health Care Reform as a Solution to the Public Health Crisis.................................................................. 78 The Illusion of Managed Care as an Opportunity for Public Health............................................................................ 79 Political and Economic Factors That Directly Threaten Public Health Funding.............................................................. 83 The Lost Vision of Public Health................................................. 90 Conclusion.................................................................................... 94 Appendix 4­A Summary of Lobbying Regulations for Public Health Organizations.....................................................100 Chapter 5 Marketing Public Health--A Challenge for the Public Health Practitioner..................................................... 102 An Unfavorable State of Demand for Public Health Programs...................................................................................109 A Hostile Environment for Marketing Public Health Programs...................................................................................111 Limited Capacity of Public Health Practitioners To Compete for Public Attention and Resources ......................... 113 Conclusion ................................................................................... 114 Chapter 6 Marketing Public Health--An Opportunity for the Public Health Practitioner .................................................... 117 Defining the Product: The Importance of Formative Research in Marketing Public Health Policies and Programs..118 Table of Contents Packaging and Positioning the Product: Framing Public Health Programs and Policies ................................................. 122 Conclusion ................................................................................... 136 Appendix 6--A Exploring the Core Values of Policy Makers: Lessons from Public Health History...............140 Appendix 6--B An Example of Reframing a Public Health Policy Issue: Antismoking Ordinances........................ 146 Section III--Marketing Public Health--Case Studies.................................. 149 Chapter 7 Marketing Public Health Programs and Policies A Case Study........................................................................... 151 California...................................................................................... 152 Montana........................................................................................ 155 Massachusetts .............................................................................. 157 A Tale of Two States: Colorado and Arizona.............................. 163 Summary...................................................................................... 165 Conclusion ................................................................................... 168 Chapter 8 Marketing Public Health as an Institution A Case Study........................................................................... 170 Conclusion ................................................................................... 181 Appendix 8--A Excerpts from the Congressional Record, 104th Congress.......................................................................... 84 PART II--USING MARKETING PRINCIPLES TO DESIGN, IMPLEMENT, AND EVALUATE PUBLIC HEALTH INTERVENTIONS....................................................................... 193 Section I--Planning........................................................................................... 195 Chapter 9 Applying Marketing Principles to Public Health......................... 197 The Roots of Marketing Social Change....................................... 197 Key Concepts from Commercial Marketing................................ 200 Conclusion ................................................................................... 218 Appendix 9--A Using Marketing Principles To Combat Telemarketing Fraud Victimization.............................220 Chapter 10 The Planning Process.................................................................... 225 The Importance of Sound Strategy.............................................. 227 Planning Principles ...................................................................... 229 i Viii MARKETING PUBLIC HEALTH The Role of Theory and Models of Behavior..............................230 The Outcome: A Strategic Plan.................................................. 234 Analyzing the Situation ..............................................................235 Setting Goals and Objectives...................................................... 252 Selecting Primary and Secondary Audiences ............................ 255 Understanding Target Audiences................................................256 Putting It All Together: The Strategic Plan................................ 257 Conclusion ..................................................................................258 Chapter 11 Formative Research..................................................................... 261 The Role of Formative Research ............................................... 261 Formative Research To Support Health Behavior Change.................................................................................... 264 Formative Research To Support Public Health Policy Initiatives.................................................................................273 Gaining Insights: The Qualitative Approaches........................... 280 Conclusion ..................................................................................293 Appendix 11--A Building Support for Coordinated School Health: Using Multiple Formative Research Techniques To Shape an Initiative..........................................296 Appendix 11--B Sample Recruitment Screener........................303 Appendix 11--C Sample Focus Group Moderator's Guide.......................................................................................306 Appendix 11--D Information Resources .................................. 310 Chapter 12 Framing the Message: Crafting Communication Strategies................................................................................312 The Communication Strategy......................................................313 Conclusion ..................................................................................337 Appendix 12--A Communication Strategy Development Worksheets ......................................................340 Section II--Development, Testing, and Implementation..............................343 Chapter 13 Translating Strategy into Tactics................................................345 What Is the Initiative Supposed To Accomplish?....................... 346 Assessing Resource and Organizational Issues ......................... 347 Planning Changes in Products and Services............................... 347 Planning Promotional Activities................................................. 350 The Development and Implementation Process ........................ 354 Table of Contents x Conclusion .................................................................................. 363 Appendix 13­A Selected National Health Observances (by Month)............................................................................... 365 Chapter 14 Working with Partners................................................................ 367 The Role of Partners ................................................................... 367 Types of Partners ........................................................................ 368 Suggestions for Developing Successful Partnerships................. 369 Coalitions .................................................................................... 374 Intermediaries ............................................................................. 378 Conclusion .................................................................................. 380 Chapter 15 Mass Communication: Design and Implementation Issues....................................................................................... 381 Use of Mass Communication.......................................................381 Planning Development Time....................................................... 382 Assessing Proposed Materials and Activities ............................. 383 Establishing Identity ................................................................... 383 Print Materials............................................................................. 384 Electronic Media..........................................................................387 Mass Media.................................................................................. 392 Conclusion .................................................................................. 413 Chapter 16 Pretesting Messages and Materials ............................................ 415 The Role of Pretesting ................................................................ 415 Pretesting Messages: A Continuation of Communication Strategy Development............................................................. 416 Pretesting Materials .................................................................... 416 Common Pretesting Methodologies............................................ 418 Conclusion .................................................................................. 435 Appendix 16­A Sample Central-Site Interview Questionnaire ........................................................................... 438 Section III--Assessing Progress and Making Refinements.......................... 447 Chapter 17 Monitoring and Refining Implementation: Process Evaluation Tools ................................................................... 449 Planning and Conducting Process Evaluation Studies................ 450 Common Process Evaluation Activities...................................... 453 Tracking Target Audience Awareness and Reaction.................. 472 Conclusion .................................................................................. 475 X MARKETING PUBLIC HEALTH Chapter 18 Issues in Outcome Evaluation.....................................................476 The Role of Outcome Evaluation ...............................................476 Evaluating Social Change Initiatives: The Role of Experimental Designs ............................................................477 Considerations When Planning Evaluations............................... 483 Conclusion ................................................................................. 490 Epilogue--What Does the Future Hold?.......................................................494 Appendix A--Hiring Agencies, Contractors, and Consultants...................496 Appendix B--Suggested Readings................................................................. 504 Appendix C--Glossary of Terms................................................................... 506 Index..................................................................................................................510