際際滷

際際滷Share a Scribd company logo

MARKETING SOCIAL EN SALUD PUBLICA EN UNI

A
alexandrasolorzano

UNA VISION DL MARKETING EN SALUD PUBLICA EN FLO-USA

1 of 22
Download to read offline
Social Marketing for Public Health. 2022 Implementation Dr. Mahmooda Khaliq Pasha College of Public Health, University of South Florida
UNIVERSITY OF SOUTH FLORIDA Social marketing @ USF The University of South Florida has been at the forefront of social marketing research applied to health for decades Since 2014, USF has been home to the World Health Organization Collaborating Center on Social Marketing and Social Change thanks to the support of the Pan American Health Organization Collaborated with PAHO on several projects to increase capacity in the use of social marketing to address NCDs PAHO /W HOC ollaboratingC enter for Social MarketingandSocial C hange toAddressNon-C ommunicableDiseases
UNIVERSITY OF SOUTH FLORIDA WHO Collaborating Center for Social Marketing Mission: To address the growing problem with non-communicable diseases by capitalizing on the strengths of social marketing coupled with social change strategies. The center focuses its activities around three pillars: o Training o Technical assistance o Capacity building & knowledge Exchange PAHO /W HOC ollaboratingC enter for Social MarketingandSocial C hange toAddressNon-C ommunicableDiseases
UNIVERSITY OF SOUTH FLORIDA Previous Collaborations Social marketing courses at USF Social Marketing Conference and Training Academy CARMEN Virtual Public Health Course International Development Research Centre (IDRC) project with five country partners in Latin America PAHO Virtual Campus for Public Health
UNIVERSITY OF SOUTH FLORIDA Social Marketing An approach to behavior change that uses traditional marketing tools to promote sustainable and positive social change Human- centered Research- guided Marketing techniques Social good
UNIVERSITY OF SOUTH FLORIDA Distinctive Features Listening/Research Gain insights: o Select behavioral target o Segment priority population o Understand competition (What they are doing currently) o Develop integrated marketing mix (4 Ps of marketing)
UNIVERSITY OF SOUTH FLORIDA Social Determinants of Health System-based Understanding influence and influencers Population Individual Stakeholders Decision-makers
UNIVERSITY OF SOUTH FLORIDA Social Marketing: Education Not the Solution Social marketing moves beyond public awareness to behavior change. Social marketing can be used to: Decrease demand for salt and high salt products Generate demand for low sodium or salt alternatives Influence decision makers, thus the policy environment
UNIVERSITY OF SOUTH FLORIDA Program on Social Marketing for Public Health This interactive multi-course curriculum prepares professionals in public health to use social marketing as a program development approach to achieve behavior change Participants: PAHO and partners personnel, no prior experience in social marketing required Course Implementation: July 2022- June 2023
UNIVERSITY OF SOUTH FLORIDA Structure of the course Language-based groups Spanish Latin America English Caribbean
UNIVERSITY OF SOUTH FLORIDA Mahmooda Khaliq Pasha, PhD Associate Professor & Director Caribbean Cohort Technical Assistance for 2022 Cohort Angela Makris, MPH, MiM Research Associate Caribbean Cohort Funded by the American Health Association and the Universal Health Coverage Partnership Ismael Hoare PhD Associate Professor Latin American Cohort Vilarmina Ponce-Lucero Social Marketer Latin American Cohort
UNIVERSITY OF SOUTH FLORIDA Program on Social Marketing for Public Health Curriculum comprises 5 courses, each with 4-8 lessons that are interactive, practical and based on the experience of social marketers around the globe. Course 1 - Social marketing for public health Courses with technical assistance provided: July 2022 December 20222 Course 2 Initial planning in social marketing. Course 3 Social marketing & communication strategy Conducting/Analyzing/Synthesizing formative research January- June 2023 Course 4 Program development & implementation Course 5 Monitoring and evaluation
UNIVERSITY OF SOUTH FLORIDA Latin America Latin America Uruguay Obesity in primary school children Decreased consumption of ultra-processed products 5th and 6th-grade elementary schoolchildren Costa Rica Obesity in the school-age population Decreased consumption of sugar-sweetened beverages Adolescents 12 to 17 years old in school Paraguay Overweight and obesity in the adult population (health officials) Promote active pause in adults Health officials Panama NCDs (hypertension) Decrease salt/sodium intake Ministry of Health staff and officials Chile School obesity Promote the use of active mobility to commute to school Primary schoolchildren LATAM(Bolivia) Cervical cancer prevention in the female population Promote the acceptance of the Human Papilloma Virus vaccine among adolescent schoolgirls Parents with older vaccinated children Puerto Rico School obesity Promote the consumption of fruits and vegetables and increase physical activity through a school club Schoolchildren of 6 to 12 years old Bazil (Team A) Excessive alcohol consumption in adolescents Promote the control of alcoholic beverages in places frequented by adolescents. Adolescents 14 to 17 years old in school Country Problem Behavioral focus Audience
UNIVERSITY OF SOUTH FLORIDA PANAMA- Example of Return on Investment for behavior change to decrease staff sodium intake at the Ministry of Health. PUERTO RICO - Example of Return on Investment on increasing physical activity for children 6-12 years old
UNIVERSITY OF SOUTH FLORIDA Caribbean Region Country Problem Behavioral focus Audience Aruba Tackle salt intake in women working at hotel resorts Preparing healthier meals at home with less salt and more vegetables and fruit. Women 25-64 who work at the Hilton Resorts across Aruba, Saint Maartin, Bahamas Decreasing high blood pressure in adults to decrease chances of stroke and heart attacks Reducing salt intake in the daily diet Royal Bahamas Defense Force officers (Marines) Barbados High prevalence of NCDs in Barbados related to a sedentary workforce Increase physical activity in the workplace Ministry of Health Dominica High obesity rates in children Decrease the consumption of sugar- sweetened drinks Parents of children 3-5 years old Haiti High blood pressure in men and women Decrease salt intake and increase salt substitutes Women who cook at home Suriname Early detection of hypertension in pregnant women Get women screened for prenatal checkups. Women attending from the Medical Mission Trinidad and Tobago Harmful use of alcohol among adolescents aged 16-18 in Trinidad Encourage adolescents aged 16-18 years in Trinidad to consume less alcohol through education and awareness Students who are due to graduate in 2023 and their families
UNIVERSITY OF SOUTH FLORIDA BAHAMAS Reduce Salt intake in diet SURINAME Early detection of hypertension TRINIDAD AND TOBAGO Encourage less alcohol consumption In teenagers
UNIVERSITY OF SOUTH FLORIDA Outcome 80 hours of course engagement 15 assignments submitted by each team Six months of weekly office hours Over 20 one-on-one country cohort meetings with tutors Over 15 course-specific resources sent to cohorts as technical support separate to course resources 14 Social Marketing Strategy Formation Workbooks created. Certificates: 17 people from Caribbean Region and 12 from Latin America
Moving beyond planning: Implementation (Aruba & Puerto Rico)
UNIVERSITY OF SOUTH FLORIDA Technical Assistance on Funded Programs Puerto Rico and Aruba/St Maarten received funding to execute their social marketing campaigns USF provided bi-weekly technical assistance to support their tactical plans Panel discussion will showcase their work Funded by the American Heart Association and the Universal Health Coverage Partnership
UNIVERSITY OF SOUTH FLORIDA Lessons Learned Formative research was added to the course to fill the gap between theory and practice In the future, we recommend more time to complete modules 1 and 2 to accommodate research in the field Balance of work and course commitment is necessary from supervising staff to enable to course participants to better benefit from the course contents and activities
UNIVERSITY OF SOUTH FLORIDA Upcoming activities: Creation of a social marketing toolkit/manual focusing on salt reduction The manual aims to support the user in creating a social marketing campaign The manual will follow the online course structure with case studies and templates The manual serves to support the increased use of social marketing in the region to support salt reduction initiatives
UNIVERSITY OF SOUTH FLORIDA Contact information: Dr. Mahmooda Khaliq Pasha mkpasha@usf.edu 813.974.4390

More Related Content

MARKETING SOCIAL EN SALUD PUBLICA EN UNI

  • 1. Social Marketing for Public Health. 2022 Implementation Dr. Mahmooda Khaliq Pasha College of Public Health, University of South Florida
  • 2. UNIVERSITY OF SOUTH FLORIDA Social marketing @ USF The University of South Florida has been at the forefront of social marketing research applied to health for decades Since 2014, USF has been home to the World Health Organization Collaborating Center on Social Marketing and Social Change thanks to the support of the Pan American Health Organization Collaborated with PAHO on several projects to increase capacity in the use of social marketing to address NCDs PAHO /W HOC ollaboratingC enter for Social MarketingandSocial C hange toAddressNon-C ommunicableDiseases
  • 3. UNIVERSITY OF SOUTH FLORIDA WHO Collaborating Center for Social Marketing Mission: To address the growing problem with non-communicable diseases by capitalizing on the strengths of social marketing coupled with social change strategies. The center focuses its activities around three pillars: o Training o Technical assistance o Capacity building & knowledge Exchange PAHO /W HOC ollaboratingC enter for Social MarketingandSocial C hange toAddressNon-C ommunicableDiseases
  • 4. UNIVERSITY OF SOUTH FLORIDA Previous Collaborations Social marketing courses at USF Social Marketing Conference and Training Academy CARMEN Virtual Public Health Course International Development Research Centre (IDRC) project with five country partners in Latin America PAHO Virtual Campus for Public Health
  • 5. UNIVERSITY OF SOUTH FLORIDA Social Marketing An approach to behavior change that uses traditional marketing tools to promote sustainable and positive social change Human- centered Research- guided Marketing techniques Social good
  • 6. UNIVERSITY OF SOUTH FLORIDA Distinctive Features Listening/Research Gain insights: o Select behavioral target o Segment priority population o Understand competition (What they are doing currently) o Develop integrated marketing mix (4 Ps of marketing)
  • 7. UNIVERSITY OF SOUTH FLORIDA Social Determinants of Health System-based Understanding influence and influencers Population Individual Stakeholders Decision-makers
  • 8. UNIVERSITY OF SOUTH FLORIDA Social Marketing: Education Not the Solution Social marketing moves beyond public awareness to behavior change. Social marketing can be used to: Decrease demand for salt and high salt products Generate demand for low sodium or salt alternatives Influence decision makers, thus the policy environment
  • 9. UNIVERSITY OF SOUTH FLORIDA Program on Social Marketing for Public Health This interactive multi-course curriculum prepares professionals in public health to use social marketing as a program development approach to achieve behavior change Participants: PAHO and partners personnel, no prior experience in social marketing required Course Implementation: July 2022- June 2023
  • 10. UNIVERSITY OF SOUTH FLORIDA Structure of the course Language-based groups Spanish Latin America English Caribbean
  • 11. UNIVERSITY OF SOUTH FLORIDA Mahmooda Khaliq Pasha, PhD Associate Professor & Director Caribbean Cohort Technical Assistance for 2022 Cohort Angela Makris, MPH, MiM Research Associate Caribbean Cohort Funded by the American Health Association and the Universal Health Coverage Partnership Ismael Hoare PhD Associate Professor Latin American Cohort Vilarmina Ponce-Lucero Social Marketer Latin American Cohort
  • 12. UNIVERSITY OF SOUTH FLORIDA Program on Social Marketing for Public Health Curriculum comprises 5 courses, each with 4-8 lessons that are interactive, practical and based on the experience of social marketers around the globe. Course 1 - Social marketing for public health Courses with technical assistance provided: July 2022 December 20222 Course 2 Initial planning in social marketing. Course 3 Social marketing & communication strategy Conducting/Analyzing/Synthesizing formative research January- June 2023 Course 4 Program development & implementation Course 5 Monitoring and evaluation
  • 13. UNIVERSITY OF SOUTH FLORIDA Latin America Latin America Uruguay Obesity in primary school children Decreased consumption of ultra-processed products 5th and 6th-grade elementary schoolchildren Costa Rica Obesity in the school-age population Decreased consumption of sugar-sweetened beverages Adolescents 12 to 17 years old in school Paraguay Overweight and obesity in the adult population (health officials) Promote active pause in adults Health officials Panama NCDs (hypertension) Decrease salt/sodium intake Ministry of Health staff and officials Chile School obesity Promote the use of active mobility to commute to school Primary schoolchildren LATAM(Bolivia) Cervical cancer prevention in the female population Promote the acceptance of the Human Papilloma Virus vaccine among adolescent schoolgirls Parents with older vaccinated children Puerto Rico School obesity Promote the consumption of fruits and vegetables and increase physical activity through a school club Schoolchildren of 6 to 12 years old Bazil (Team A) Excessive alcohol consumption in adolescents Promote the control of alcoholic beverages in places frequented by adolescents. Adolescents 14 to 17 years old in school Country Problem Behavioral focus Audience
  • 14. UNIVERSITY OF SOUTH FLORIDA PANAMA- Example of Return on Investment for behavior change to decrease staff sodium intake at the Ministry of Health. PUERTO RICO - Example of Return on Investment on increasing physical activity for children 6-12 years old
  • 15. UNIVERSITY OF SOUTH FLORIDA Caribbean Region Country Problem Behavioral focus Audience Aruba Tackle salt intake in women working at hotel resorts Preparing healthier meals at home with less salt and more vegetables and fruit. Women 25-64 who work at the Hilton Resorts across Aruba, Saint Maartin, Bahamas Decreasing high blood pressure in adults to decrease chances of stroke and heart attacks Reducing salt intake in the daily diet Royal Bahamas Defense Force officers (Marines) Barbados High prevalence of NCDs in Barbados related to a sedentary workforce Increase physical activity in the workplace Ministry of Health Dominica High obesity rates in children Decrease the consumption of sugar- sweetened drinks Parents of children 3-5 years old Haiti High blood pressure in men and women Decrease salt intake and increase salt substitutes Women who cook at home Suriname Early detection of hypertension in pregnant women Get women screened for prenatal checkups. Women attending from the Medical Mission Trinidad and Tobago Harmful use of alcohol among adolescents aged 16-18 in Trinidad Encourage adolescents aged 16-18 years in Trinidad to consume less alcohol through education and awareness Students who are due to graduate in 2023 and their families
  • 16. UNIVERSITY OF SOUTH FLORIDA BAHAMAS Reduce Salt intake in diet SURINAME Early detection of hypertension TRINIDAD AND TOBAGO Encourage less alcohol consumption In teenagers
  • 17. UNIVERSITY OF SOUTH FLORIDA Outcome 80 hours of course engagement 15 assignments submitted by each team Six months of weekly office hours Over 20 one-on-one country cohort meetings with tutors Over 15 course-specific resources sent to cohorts as technical support separate to course resources 14 Social Marketing Strategy Formation Workbooks created. Certificates: 17 people from Caribbean Region and 12 from Latin America
  • 18. Moving beyond planning: Implementation (Aruba & Puerto Rico)
  • 19. UNIVERSITY OF SOUTH FLORIDA Technical Assistance on Funded Programs Puerto Rico and Aruba/St Maarten received funding to execute their social marketing campaigns USF provided bi-weekly technical assistance to support their tactical plans Panel discussion will showcase their work Funded by the American Heart Association and the Universal Health Coverage Partnership
  • 20. UNIVERSITY OF SOUTH FLORIDA Lessons Learned Formative research was added to the course to fill the gap between theory and practice In the future, we recommend more time to complete modules 1 and 2 to accommodate research in the field Balance of work and course commitment is necessary from supervising staff to enable to course participants to better benefit from the course contents and activities
  • 21. UNIVERSITY OF SOUTH FLORIDA Upcoming activities: Creation of a social marketing toolkit/manual focusing on salt reduction The manual aims to support the user in creating a social marketing campaign The manual will follow the online course structure with case studies and templates The manual serves to support the increased use of social marketing in the region to support salt reduction initiatives
  • 22. UNIVERSITY OF SOUTH FLORIDA Contact information: Dr. Mahmooda Khaliq Pasha mkpasha@usf.edu 813.974.4390