Basic Elements of Social Marketing: Evaluation Strategies

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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?

[IMAGE: Evaluation (gif 25.5 K)]
Three key questions you will want answers to are:

Did the behavior change?
What was the cause of the change (determinant)?
Did the outreach/marketing intervention occur as planned?

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

Give me an example

Provide Examples of Effective State Medicaid Outreach Strategies
- Massachusetts' MassHealth Program
- Arkansas' ARKids First Program

Show me other SCHIP Workshop presenter-suggested strategies

SCHIP Guidance - Presenter-Suggested Strategies

Who presented this material?

William Smith