ANALITIC MARKETING

Micro Macro Environment Analysis (Economy, Culture, Technology, Politics, Work, Sport)

In the reference area , which conditions helps the spread of good mental health?
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In the reference area, which conditions favor the spread of mental ill health?

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Taking into account the national statistics, does the relevant territory have a higher, equal or lower
incidence of mental health problems?
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STRATEGIC MARKETING
Objectives

COGNITIVE CHANGE: to encourage, through greater knowledge of the problem and its possible solutions,
the adoption of a certain behavior
ex. Inform about the negative effects of alcohol on driving - perception, attention, processing, evaluation, ...

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CHANGE OF ACTION: induce a concrete action to be taken within a given period of time, encouraging
certain choices to the detriment of others
ex. Induce to join a vaccination or screening campaign

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BEHAVIORAL CHANGE: abandoning or changing harmful lifestyles in favor of healthier habits

ex. Stop smoking

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CHANGE OF VALUES: modify deeply rooted opinions with respect to some themes / situations
and s.  eliminate racial and religious prejudices;  change beliefs about  organ donation  , ...

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Strategies
Identify the outcome that the social marketing intervention intends to achieve.
... something you want the target to "do"
We would like him to do

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... something you want the target to "know"

We would like him to know

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... something you want the target to "believe" or "think"

We would like him to think

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What are the needs and expectations of the target audience?

He needs

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He expects to

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 Positioning
Positioning… how you want the target to consider the desired behavior…… highlight the advantages
that can be obtained by adhering to what is proposed over the competition, represented by the behavior
you intend to change.
It is important to consider the fact that the recipients have perceptual mind maps that they use to
place the offer (idea / proposed behavior) and that these maps are different depending on the product /
behavior categories ( physical activity, healthy eating, consumption of alcohol and tobacco, ... ) The result of the
positioning is the identification / creation of strong reasons for which the target should adhere to the
proposed modification / adhesion / abandonment of the behavior object of the proposal
We want that when recipients consider the desired behavior ………………………………………………………………………
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OPERATIVE MARKETING Organization and implementation of the plan

 
PRODUCT
The behavior to be promoted with the target and the relative benefits deriving from
adhering to it
Describe: …………………………………………………………………………………………………………………………………………………………

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EX: abandonment, dissuasion, modification of risky or unhealthy

behaviors; acquiring new healthier habits , ..

PRICE
Do you want to determine what benefit can attract our users to commit their time and
attention in an effort to change their habits (cost )? The goal is to demonstrate that
BENEFITS > COSTS
COSTS / BARRIERS
• What does the target think of the proposed behavior?
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• What do you think you need to do to adhere to this behavior?

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 • Why has it never done this in the past or at least not regularly?
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• What are the elements / reasons that hinder the implementation of the behavior?
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• Why should he abandon a certain behavior right now?
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BENEFITS
• What do you think the target will get "in return" for adhering to the proposed behavior?
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• What is the likelihood that the target will implement it?

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• Does he really want it, is he motivated to change?

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COMPETITION
The behaviors that recipients prefer to adopt with respect to those proposed by health
promotion interventions
Messages conveyed by companies / organizations inviting them to adopt behaviors
contrary to those they want to promote
ex. commercial advertisements for alcohol  , high-fat foods, ...

• What behavior different from the one proposed is the target implementing? Why?
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• What real or perceived benefits do the recipient derive from competing behavior?
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• What are the real or perceived costs that the target bears by implementing the competing
behavior?
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• How does his behavior compare with the one proposed?

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PLACE
The places, the situations in which the product (behavior, idea, service, ... ) reaches the recipients
and is offered to them
Ex: (school, work environments, shops, health centers, street demonstrations, ...)

We think the map should be placed in

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PROMOTION
Communication activities useful to highlight the benefits deriving from the adoption of
the proposed idea / behavior and to suggest the actions that the target should undertake.
Eg. Advertising, events, graphic material, press office, public relations, ...

Which means of communication are considered most effective?

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 PARTNER
the development of alliances to provide coherent messages and foster a process of participation
and social construction of health.
Which subjects can compete for the objective?
Ex: Institutions, groups of influence, organizations and associations, celebrities, ... interested in various ways in the
topic.

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How?
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