MARKETING PRINCIPLE & BEHAVIOR MEDICINE : an overview

1. MARKETING PRINCIPLE & BEHAVIOR MEDICINE :an overview

2. FOCUS • Behaviour Medicine • Marketing for Health Related Behavior • Product Personality and the Other Three P’s

3. Preface Most of the major remaining health problems are behaviorally based. Health problem → result of people do and don’t do

4. Preface Most of the major remaining health problems are behaviorally based. Health problem → result of people do and don’t do Health problem→ can be prevented by by behavioral and lifestyle change It need large scale systematic effort if we are want become a nation of healthy people

5. BEHAVIORAL MEDICINE HOLISTIC HEALTH : Alliance of Medicine and behavioral sciences → Behavioral Medicine Behavioral Medicine : concerned with the development of behavior-science knowlege and techniques, and the application those knowledge an techniques to prevention, diagnosis, treatment and rehabilitation.

6. BEHAVIORAL MEDICINE Problems occured: • The failure to design programs that acceptable to consumers • The failure to stimulate relevant intermediaries to use the procedures effectively Those two factor were become result the limitation to the ultimate effectiveness on BM intervention

7. MARKETING FOR HEALTH-RELATED BEHAVIORS Marketing Strategies + Behavior change stragies : hold tremendous promise to the reduction of lifesyle based health problem. ‘ Marketing strategies might be effectively applied to areas other than commercial product or services ’ Kotter and Zaltman (1971)  

8. MARKETING FOR HEALTH-RELATED BEHAVIORS Marketing : A voluntar ary Exchange Proccess, that incluede several proccess, such as : • The Development of plan and objectives → specific strategies • Market Segmentation • Key consumer benefits • Product personality

9. MARKETING FOR HEALTH-RELATED BEHAVIORS MARKET RESEARCH Five Basic steps of MR (Kotler, 1975) • Problem definition → operationalizing the problem • Research Design, concerned with data collection, methods, research and sampling plan. It consider with Research Question • Field Work • Effectively Data analys • Report Preparation

10. MARKETING FOR HEALTH-RELATED BEHAVIORS Market Researcher = Market research Behavior scientiest = Needs assesment If we subtitute the term Market Research with Needs Assessment, clearly it has very similar conceptualization and methodologies

11. MARKETING FOR HEALTH-RELATED BEHAVIORS MARKET SEGMENTATION ‘dividing the market into fairly homogeneous parts where any part may conceivabily be selected as a market target to be reached with a distinct marketing mix ‘ (Kotler 1975, p.99)

12. MARKETING FOR HEALTH-RELATED BEHAVIORS MARKET SEGMENTATION It rely on demographic or behavioral differences among groups. Market Segmentation help us to find our Target Population

13. MARKETING FOR HEALTH-RELATED BEHAVIORS CONSUMER BENEFITS Succesfull Marketing activities should understand and meet the need of Consumer.

14. MARKETING FOR HEALTH-RELATED BEHAVIORS CONSUMER BENEFITS • Consumer Behavior Psychological Variables. • The need of the market • The perception of the market regard to the offering • The preferences of consumer among a set alternatives offering • The satisfaction of the consumer with the offering

15. MARKETING FOR HEALTH-RELATED BEHAVIORS CONSUMER BENEFITS