Marketing Behavioral Change Bill Reger-Nash, EdD Professor, - - PowerPoint PPT Presentation

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Marketing Behavioral Change Bill Reger-Nash, EdD Professor, - - PowerPoint PPT Presentation

May 07, 2023 277 likes •704 views

Marketing Behavioral Change Bill Reger-Nash, EdD Professor, Department of Community Medicine West Virginia University School of Medicine wreger@hsc.wvu.edu; 304-293-0763 Bill Mercer, MD, Ken Simon, EdD, Elizabeth Earley, BS, Crystal Toth

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Marketing Behavioral Change

Bill Reger-Nash, EdD Professor, Department of Community Medicine West Virginia University School of Medicine wreger@hsc.wvu.edu; 304-293-0763 Bill Mercer, MD, Ken Simon, EdD, Elizabeth Earley, BS, Crystal Toth

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OBJECTIVES

As a result of this presentation, participants will be able to:

  • Identify Five Wheeling Walks Social

Marketing strategies

  • Describe the role of Participatory Planning
  • Explain how mass media can effect

communitywide physical activity changes

Bill Reger-Nash, EdD, WVU Community Medicine

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“We don’t know everything, but we know enough to act.”

  • M. McGuiness
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Bill Reger-Nash, EdD, WVU Community Medicine

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Target Population

78% of 55-64 year olds were insufficiently active

BRFSS 2001

Bill Reger-Nash, Ed.D. WVU Community Medicine

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DHHS 2008, ACSM, and AHA recommend:

At least 150 minutes of moderate-intensity PA/week Preferably 300 minutes

Bill Reger-Nash, Ed.D. WVU Community Medicine

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METHODOLOGY:

  • Participatory Planning
  • Hierarchy of Effects
  • Theory of Planned Behavior (Attitude,

Social Norm, Control Beliefs, Intention)

  • Social Marketing

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Social Marketing can:

  • Promote awareness and behavior

change

  • Set Agenda for change
  • Reduce barriers to make walking more

accessible

  • Change policies--local and statewide
  • Develop social capital

Bill Reger-Nash, Ed.D. WVU Community Medicine

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WORLD HEALTH ORGANIZATION 1st International Conference on Health Promotion November 21, 1986 Ottawa, CANADA

OTTAWA CHARTER FOR HEALTH PROMOTION

“Health promotion is the process of enabling people to increase control over, and to improve, their health…People cannot achieve their fullest health potential unless they are able to take control of those things which determine their health.”

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Participatory Planning

  • The more ownership within a community,

the more likely a program will be effective.

Richardson and Bensley, 1991; Glasglow, et al., 1993; Purdey, Adhikari, Robinson, and Cox, 1994.

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This FIRSTHAND experience is achieved through participants’ simultaneous involvement in three types of structured experiences

  • ver a 10-12 week period:

INFORMATIONAL EXPERIENTIAL ACTION / TASK FORCES

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Campaigns using mass media that are

structured, co-ordinated, & multi-faceted Multi-strategy campaign

Legislative & Regulatory

Mass Media

paid unpaid

health profession education community interventions & community development

SOCIAL MARKETING

Bill Reger-Nash, Ed.D. WVU Community Medicine

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PROCESSING

Receive, comprehend, and think about message

RECEPTION

Exposure to and awareness of message

RESPONSE

Current beliefs altered, new ones remembered, and behavior changed

Cascade of three sequential stages in the message delivery:

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Apply marketing strategies like McDONALDS Ford Motors

Bill Reger-Nash, Ed.D. WVU Community Medicine

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TIME ENERGY

Our research indicated that our most effective message needed to focus on:

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Bill Reger-Nash, Ed.D. WVU Community Medicine

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campaign aign compon

  • nen

ents ts—

  • PAID ADVERTISING
  • MEDIA RELATIONS Events
  • COMMUNITY ACTIVITIES
  • POLICY
  • ENVIRONMENT

Bill Reger-Nash, Ed.D. WVU Community Medicine

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PAID ADVERTISING

  • Two 30-second television ads that ran PRIME TIME

683 times / 5,104 GRP (average 12 a day)

  • Two 60-second radio ads that ran PRIME TIME

1,988 times / 3,461 GRP

  • Two 1/8-page newspaper ads that ran

28 times (twice a week)

Bill Reger-Nash, Ed.D. WVU Community Medicine

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MEDIA RELATIONS Events

included:

WEEK 1: KICK-OFF Press Conference WEEK 3: Physicians Press Conference WEEK 4: Mid-campaign Press Event WEEK 6: Mayor’s Walking Fitness Cup WEEK 7: Intergenerational Walk WEEK 8: Campaign Finale Press Conference

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Bill Reger-Nash, Ed.D. WVU Community Medicine

EXAMPLE:

Earned media

  • f

KICK OFF Press Conference

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COMMUNITY ACTIVITIES

  • Campaign Website
  • Worksite programs and challenges
  • Physicians’ “Prescription for WALKING”
  • United Way-type thermometer
  • Faith-based program
  • Weekly newspaper column

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Bill Reger-Nash, Ed.D. WVU Community Medicine

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EVALUATION

A Telephone Survey Questionnaire Social Capital Assessment Process Policymaker Assessment

Bill Reger-Nash, Ed.D. WVU Community Medicine

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0% 10% 20% 30% 40% WHEELING Comparison

RESULTS— measured by self-report TELEPHONE QUESTIONNAIRES Percent Increase

32% 18% 14% difference

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Group A= Baseline daily walking minutes <=10 minutes

10 20 30 40 50 60 70 80 90 100 3 6 9 12

Months from baseline Weekly walking time-in median minutes

Least Active at Baseline

Wheeling Walks

Bill Reger-Nash, Ed.D. WVU Community Medicine

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EXAMPLE:

unanticipated spin-off

Earned Media USA TODAY

Bill Reger-Nash, Ed.D. WVU Community Medicine

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RESULTS—TELEPHONE QUESTIONNAIRES

8-week campaign vs booster

Self-report

Bill Reger-Nash, Ed.D. WVU Community Medicine

Immed Post 12-mos Post Knew about campaign 90% 89% Saw TV ads 77% 93% Heard Radio ads 33% 36% Saw or heard news stories 81% 83% Heard about campaign: at worksite 5% 5% via faith-based programs 4% 4% via speakers 4% 5%

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Accomplished:

  • massive dose of paid and earned media
  • real excitement and enthusiasm generated
  • 12-14% increase in walking among the

most sedentary

  • “walking 30+ minutes a day”

NOW, WHAT HAPPENS?

  • IF NOT SUSTAINED, IS IT BENEFICIAL?
  • HOW SUSTAIN THE BEHAVIOR?

Bill Reger-Nash, Ed.D. WVU Community Medicine

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While Social Marketing can JUMP START change, it cannot ALONE do the job:

  • 1. Physicians’ role
  • 2. ENVIRONMENT in which we live
  • 3. PUBLIC POLICIES

Bill Reger-Nash, Ed.D. WVU Community Medicine

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PHASE IV – POLICY and ENVIRONMENT

Process Outcomes:

  • Mayor designated Walkable Wheeling Task Force
  • Meet regularly since 2002
  • Trails Master Plan approved by City Council 03/06
  • Develop walking opportunities in the community
  • Upgrade and connect trails (DOT added trails,

city exercised eminent domain in December 2005)

  • Added rest rooms and telephones
  • Improve overall safety & aesthetics
  • Engaged city, county, and state agencies: streets, highways,

recreation department, schools, parks, planning.

  • Annual Ogden Distance Race, Wheeling Heritage Trail Tour

May 2010

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Nov 99 Feb 01 Feb 02

(n=32) (n=33) (n=29) Mean [sd] Mean [sd] Mean [sd]

Commitment 4.10 [0.75] 4.27 [0.78] 4.66 [0.48] * # Enjoyment 4.47 [0.73] 4.38 [0.75] 4.66 [0.55] Confidence 4.16 [0.79] 4.36 [0.90] 4.66 [0.55] * Shared Purpose 4.25 [0.72] 4.44 [0.62] 4.69 [0.54] * Contribution Valued 4.20 [0.85] 4.52 [0.57] 4 55 [0.78] Trust 4.28 [0.58] 4.45 [0.79] 4.72 [0.45] *

Data were analyzed as pairwise independent comparisons of means; significance was set at p<0.01 due to multiple testing.

*p<0.01 comparing 1999 to 2002 # p<0.01 “Commitment” comparing 2001 to 2002

Assessment of SOCIAL CAPITAL

Walkable Wheeling Task Force members

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Assessment of Policymakers

  • Mail survey to assess whether WV Walks intervention also

affect policymakers

  • Municipal elected officials, appointed heads of departments,

and all individuals appointed to serve on government boards/commissions (133 in Morgantown and 120 in Huntington )

  • Response rates

PRE POST Morgantown n=76 57.1% n=58 43.4% Huntington n-38 31.7% n=34 29.3%

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Walking Issues

  • Morgantown
  • Baseline: Ranked 4th
  • Post Campaign: Ranked 1st
  • P < 0.05 (t-test for differences in proportion means)
  • Huntington
  • Not mentioned

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Community Problem Issues

Morgantown

  • Lack of Pedestrian Walkways, Crosswalks

and Sidewalks

  • Poorly Planned Development and Sprawl
  • Traffic Congestion

Huntington

  • Underage Drinking
  • Drug and Alcohol Abuse
  • Crime

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Low income & low literacy population

  • Typical programs impact higher income

and better educated populations

  • Social Marketing is equally effective for

all income and educational levels

Bill Reger-Nash, Ed.D. WVU Community Medicine

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CONCLUSIONS: Social Marketing intervention resulted in SIGNIFICANT CHANGE for ONE targeted behavior

A gatekeeper behavior for cardiovascular health

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Exercise Prevention

  • f CHD

Bill Reger-Nash, Ed.D. WVU Community Medicine

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Bill Reger-Nash, Ed.D. WVU Community Medicine

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http://www.wheelingwalks.org Email: wreger@hsc.wvu.edu Phone: 1-304-293-0763