4 P’s of Social Marketing
the four “Ps” of marketing when designing
- Product: Think
about a tangible object or service you can provide to support
or facilitate behavior change. Can you offer a new product/service
or adapt one that already exists? Product examples include in-home
blood pressure monitoring kits, improved HIV tests, journals
to plan and track food intake, cessation counseling.
- Price: Consider
interventions that would decrease the costs to the individual
of taking the desired action (not only monetary cost, but emotional,
psychological and time costs). List out the “price” or
barriers for your audience segment to carry out the desired behavior,
then brainstorm interventions to diminish those barriers. For
example, instituting a walking club program at the workplace
for those who cite lack of support and lack of time as barriers
to regular exercise.
- Place: Think
about where and when the audience will perform the behavior or
access the new or adapted product/service. How can you make it
convenient and pleasant (even more so than the competing behavior)?
Examples include placing condom vending machines in bar restrooms,
offering help lines that are available 24 hours a day, having
breastfeeding consultants check-in on new mothers after they
leave the hospital. Also think about your “sales force” – the
people that will take your program to the audience. Consider
the need for peer educators, counselors or others who can make
your program or its activities more accessible.
- Promotion: Use
your market research to determine the communication channels
and activities that will best reach your audience to promote
the benefits of the desired behavior. What advertising or public
relations media do they pay attention to (e.g., radio, newspaper,
postcard racks)? What special promotional items would they use
(e.g., water bottles, refrigerator magnets, notepads)? What special
events do/would they attend (concerts, health fairs, conferences)?
How can you include influencing audiences? Be sure to promote
the Product, Price and Place features that you want the audience
to know about.