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Strategies for Marketing Your Injury Prevention Product

Strategies for Marketing Your Injury Prevention Product. Guiding Issues. What information will be needed to market your injury prevention product? Who are the target audiences? What is known about them? What change is planned to solve or lessen the problem?

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Strategies for Marketing Your Injury Prevention Product

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  1. Strategies for Marketing Your Injury Prevention Product

  2. Guiding Issues • What information will be needed to market your injury prevention product? • Who are the target audiences? What is known about them? • What change is planned to solve or lessen the problem? • What measurable objectives can be established to define success? • What should the target audience be told? (message strategies)

  3. Select Channels and Media • Are there any existing materials that could be adapted for the program? • Which channels are most appropriate for reaching the target audience (e.g., worksite, mass media, face-to-face)? • What formats will best suit the channels and the messages (e.g., booklets, videotapes, curricula)?

  4. Delivery Channels • face-to-face-- (health care professional to patient, peers, family members) • group delivery-- (worksite or classroom) • organizational-- (member of your network) • mass media-- ( radio, television, magazines, direct mail, billboards, transit cards, newspapers) • community --( employers, schools, malls, health fairs, local agencies) • a combination of any or all of these ( likely to work best)

  5. Message Strategies • spokespersons (e.g., a physician, a peer) • appeals (e.g., humor, fear, factual) • styles (e.g., photographs, graphs)

  6. American Indian Population General US Population

  7. Seat Belts Just Wear ‘em”Marketing Strategy Summary • Target Audience: teenage drivers and non users • Media outlets: internet, radio, visual presentations, stickers t-shirts, cable TV, news papers, and billboards • Icons: no owls, no religious symbols, no animals, Mt. Triplett, and colors – green blue black and yellow • Spokespeople: local role models

  8. Considerations • Language may vary among different cultural groups (e.g., a word may have different meanings to different groups) • Differences in target groups extend beyond language to include diverse values and customs • Certain channels types may be more credible • Don't assume that "conventional wisdom,'' published research studies, or "common knowledge" will hold true for all audiences. • Print materials should be simply written, reinforced with graphics, and pretested. • Audiovisual materials or interpersonal communication may be more successful for some messages and audiences

  9. Audience Reaction Does the audience: • understand the message? • recall it? • accept its importance? • agree with the value of the solution? • respond well to the message format?

  10. “Seat Belts Just Wear ‘em”Evaluation

  11. “Seat Belts Just Wear ‘em”Evaluation Results

  12. Positioning your Program Make your program “Best of Fair” • Benefits • Consequences • Relevance and Timing • Turf Considerations

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