Using social marketing strategies for a health campaign

Since social marketing theory was formally introduced forty years ago by Kotler and Zaltzmann, numerous government agencies have created public campaigns using social marketing strategies. Furthermore, NGOS and educational institutions have formulated their social marketing strategies that would primarily influence action to a targeted group of the population. One of the most prevalent practice by organizations and institutions nowadays is to launch a massive campaign for awareness of a certain health problem such as AIDS or breast cancer which has claimed millions of lives. AVON, the renowned cosmetics retailer, has linked its promotions with breast cancer awareness. Likewise, we have witnessed numerous marathons launched to benefit patients of cancer or other terminal diseases.
 
Social marketing strategies are also close to marketing strategy. A number of concepts and ideas do come from marketing theories and the four or five elements found in the marketing mix. The marketing mix elements found in social marketing strategies are product, price, place and promotion. More or less, social marketing strategies include an additional element that suits a given campaign. One of the most vital considerations made in creating social marketing strategies is establishing the objective. There must be a very specific goal that must be communicated to the public. For example, a campaign on breast cancer may utilize all of the marketing mix to produce creative social marketing strategies. The following discussion presents a good example of social marketing strategies that are often used for breast cancer campaigns.
 
Typically, the primary goal in formulating social marketing strategies is awareness and then prevention. In the case of breast cancer campaign, a common approach would be  convincing women of a certain age to have a mammogram and doing monthly self breast exams. This is the real product behind social marketing strategies. As for the price element, the public is warned about the potential cost of having a breast cancer which is expensive. Promotions are done by holding community campaigns that delivers free screening to a target audience so women get a feel of the product. Other elements in social marketing strategies for health campaign are tie-ups with health institutions like clinics and hospitals. The P for public is the most important element since they are the target. Briefly, social marketing strategies help agencies to promote wellness and healthy lifestyle.