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March 7, 2005
Conventional
wisdom in health communications has been to provide accurate information
and messages focused on disease prevention, rather like post dropped in
the mail box. With this approach, messages were delivered to the
intended receiver, and little was known about, how the message was
interpreted. More recently, however communications research has begun to
shed new light on how presentation and attractiveness of messages can't
be taken for granted, and that new approaches to old challenges deserve
consideration...
Why Don't
More People Listen to Health Advice?
Consumer
research on food and nutrition knowledge reveals how health messages are
not always interpreted in the way that was intended. Focus group
research by AFIC's US-based sister organization for example, found that
when people thought about the nutrition messages they had received,
these messages and information were most often associated with negative
feelings such as guilt, worry, fear, anger and helplessness. Such
emotions are clearly unlikely to act as positive motivators for change
in behaviour and diet, and indeed in a survey by the American Dietetic
Association, 85% of those surveyed reported that although they thought
diet and nutrition were important to them, only 28% said they had made
any significant changes to achieve a more healthful diet.
AFIC has
found similar results from its own research. For example in its focus
group surveys of young people in the Philippines and Malaysia, AFIC
found that the youngsters were quite knowledgeable about nutrition and
health but this knowledge did not trigger healthful lifestyle choices.
As with the US research the messages were associated with negative
responses, such as helplessness, anxiety, boredom, confusion, and
although understood were not motivational.
Why is It so
Difficult For so Many to Follow Expert Advice?
It has been
understood for many years, that increased knowledge alone is not
sufficient motivation for action such as making healthful changes to the
daily diet or developing a more active lifestyle.
One strategy
that is proving to be successful in some public health sectors such as
family planning and sexual health is known as the social marketing
approach, this approach requires experts to listen as much as those who
need advice, and then develop very positive messages about the
opportunities for behaviour change and likely benefits resulting. It
sounds simple, but it requires a radical change in mind-set for many who
are more familiar with a top-down approach to health advice or offering
advice focused on risk reduction, rather than benefits.
How Can
Marketing Work Without a Product to Sell?
The answer to
that question is easy, there is a product, its better health and
wellness and the selling cost to the consumer is their effort and time.
In today's time-pressured world, health and wellness products have to
compete with other 'products' which consumers may choose to spend their
time and effort on, such as entertainment, household chores and a host
of other activities that fill daily life.
Social
marketing, by using consumer research uses the same principles as
commercial marketing, to identify a desirable 'product' (such as a
healthier heart through effective weight control) and equally
importantly, desirable secondary benefits that can be added to the basic
product (for example also greater confidence, energy levels, cosmetic
appearance and self-esteem). Only those who perceive the 'product' as
good value will be willing to trade some of their own resources (in
commercial sales that would most commonly be money, in a public health
setting, consumer 'pay' with the effort of making changes to their life)
in exchange for the 'products' on offer (in commerce this could be goods
or services and in public health this is the opportunity for improved
health and wellness).
Just as with
consumer goods, customers will choose the product that they perceive as
best value for their own personal circumstances, and will reject those
which they perceive as poorer value. The bundle of benefits most desired
might not fit exactly with those which the public health communicator
sees as priority. Consumer-focused communications will also be limited
to highlighting only the most desirable benefits, and avoid superfluous
information on benefits which may be inherent in the 'product' but are
not highly valued.
OK, But This
is Beginning to Sound Quite Expensive...
Social
marketing sometimes costs more than traditional health education
approaches but sometimes it may cost less because it may identify
simpler ways to convey the desired messages. In some instances formal
focus group research may be necessary but in many instances, small scale
research with small informal groups of volunteers, may be sufficient.
Consumer
research also helps in planning how to make the product available to
those who desire the combination of benefits being promoted. Research
provides insights on where consumers are most likely to look for the
product or how best to catch their attention, for example, through
health clinics and professionals or mass media; using highly visual
communications, or more language-based approaches.
So the Main
Difference in Traditionaland Social Marketing Approaches is
the Use of
Consumer Research, Yes?
Yes, that's
right, the most fundamental keys to success in this approach is getting
the research right, into exactly what consumers do desire, and how best
to develop an attractive, best value 'product'. Truly listening and
resisting the temptation to comment or jump to conclusions too soon is
vital. The understanding gained from this listening process can then be
used to craft messages which very directly explain which benefits
consumers can gain from exchanging commitment to diet and lifestyle
modification for better health and wellness.
Consumer
research is also essential to avoid generating negative responses such
as guilt and anxiety. Such uncomfortable reactions are unlikely to
stimulate long-term motivation or behaviour change. The more attractive
alternative is carefully crafted communications which convey really
positive and achievable lifestyle options, with a great combination of
benefits and for a cost which the 'customer' considers acceptable. In
marketing speak, a product which is not only desirable but good value
and therefore worth 'paying for'.
The evidence
that healthful diet and lifestyle choices significantly enhance both
quality of life and life expectancy is unequivocal and that even small
changes bring big benefits. Social marketing offers a new approach to
getting this message across.
For more
information visit
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