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Target Population Link Outreach Enrollment link Benefit Design and Service Delivery link Cost Sharing Link Crowd Out Link Monitoring and Evaluation link
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Basic Elements of Social Marketing: Evaluation Strategies

Evaluation in Social Marketing - What do we measure to determine success of the social marketing campaign/efforts?

A small rectangle with the title Evaluation. Under it are four blue rectangles connected by arrows and under each one is a green rectangle. Under each green one is a phrase. The first blue rectangle on the left is Social Benefit. Under it is Less Disease and under that the words Is there less disease? The second rectangle is Behavior with Number Enrolled under it and under that the words Did it increase? The third is Determinant and under that is Social Norm with the words Did it change? The last is Intervention. Under it is Campaign and under that the words Did it happen? Below all is the word No? and an arrow pointing to the right, then the words Was it the right one? and an arrow pointing to Did enough of it happen?

Three key questions you will want answers to are:
  1. Did the behavior change?
  2. What was the cause of the change (determinant)?
  3. Did the outreach/marketing intervention occur as planned?

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Summary Points for Utilizing Social Marketing for SCHIP Programs

  • Highlight benefits people care about (e.g., it’s free; you are eligible).
  • Emphasize facilitation strategies (making it easy to get and use).
  • Utilize incentives for system middlemen, as an addition or alternative to incentives for enrollment.
  • Measure behavior in addition to measures of target population knowledge and/or attitudes.
  • Remember that size (scale of exposure) matters.
  • Monitor on a regular basis.  This can be more useful than formal “one-time” evaluations because it provides ongoing feedback.
  • Use multiple tactics.  No single tactic accounts for very much change in behavior.

Related Questions

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