But I’m Not Selling Anything! | Ep #26

03/01/23 • 21 min

The concept of Product and Price from the Four Ps of Marketing can be confusing when you’re new to social marketing. What’s your product if you are just trying to persuade someone to change their behavior? And what is the price if no money changes hands? This episode is the first in a brief series on social marketing, breaking down these two critical concepts and offering some suggestions for how you can easily practice identifying product and price as they apply to both social marketing and corporate marketing. If you’re fairly new to social marketing, go back and listen to Episode 6 first!
Resources:
Brown KM. Defining the Product in a Social Marketing Effort. Health Promotion Practice. 2006;7(4):384-387. doi:10.1177/1524839906291323
Rosemary Thackeray, Katrina N. Fulkerson & Brad L. Neiger (2012) Defining the Product in Social Marketing: An Analysis of Published Research, Journal of Nonprofit & Public Sector Marketing, 24:2, 83-100, DOI: 10.1080/10495142.2012.679156
Butler, K., Gordon, R., Roggeveen, K., Waitt, G. and Cooper, P. (2016), "Social marketing and value in behaviour? Perceived value of using energy efficiently among low income older citizens", Journal of Social Marketing, Vol. 6 No. 2, pp. 144-168. https://doi.org/10.1108/JSOCM-07-2015-0045
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For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com
© 2022 - 2023 Karen Hilyard, Ph.D.

Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

Previous Episode

Three Fresh Ways to Get Serious About Plain Language | Ep #25

If you’re serious about health equity, you have to get serious about plain language. Today’s episode was inspired by a great new plain language resource just released by the Public Health Communication Collaborative. It covers many of the basics you need to know – and is a great model itself for plain language principles. But in this episode, we talk about how to avoid some of the biggest mistakes and missed opportunities for plain language by using three key principles that are not usually covered in other resources. Health Comm Central’s 3 Cs of Plain Language are 1) curate, 2) capture, and 3) combine/conceal. (Okay, there’s a bonus C in that last one!) You’ll also want to check out all of the resources below.
Resources:

Plain Language for Public Health (publichealthcollaborative.org)
Federal Plain Language Resources: https://www.plainlanguage.gov/training/tips-for-trainers/
NIH Plain Language Training (and free certification)
Other plain-language resources - King County
CDC resources (not exactly an example of HCC’s “curation” principle, but...)
Designing with Lead-ins | CreativePro Network
Font Psychology: Here's Everything You Need to Know About Fonts - Designmodo

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!
For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com
© 2022 - 2023 Karen Hilyard, Ph.D.

Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

Next Episode

Putting the Exchange in Behavior Change | Ep #27

In this second episode of our brief series on social marketing, we look at the theory that underpins it: Exchange Theory. Understanding how to apply Exchange Theory will help you choose the right message for an audience based on what you know about their basic needs and values. (Bonus: It can even work in your personal life too, when you’d like that person in your household or workplace to change their behavior). If you haven’t already done so, listen to our introduction to social marketing in Episode 6 and the first part of this series from last week, Episode 26.
Resources:
Social exchange theory - Wikipedia
Tools of Change - Social Marketers
Shams, M. (2018). Social Marketing for Health: Theoretical and Conceptual Considerations. Selected Issues in Global Health Communications. doi: 10.5772/intechopen.76509
Cook, Karen & Cheshire, Coye & Rice, Eric & Nakagawa, Sandra. (2013). Social Exchange Theory. 10.1007/978-94-007-6772-0_3.
Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!
For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com
© 2022 - 2023 Karen Hilyard, Ph.D.

Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central