Dates 13 to 16 October, 2020
Duration 4 days
Location Online
Cost £100 (£50 per person for groups of three or more) (subsidised by EIT Health)
REGISTRATION IS NOW CLOSED.
We have taken the decision to hold this training programme in a fully online format due to the continuing Covid-19 situation.
Course overview
Communication is a science. In this overcrowded digital world, cutting through the noise is a major challenge, yet the private sector has been hugely successful at influencing consumer behaviour through communication strategies for decades. This course brings together experts in marketing science, social marketing and public policy to learn from recent examples of health communication, including those from the COVID-19 pandemic, about the most effective strategies to influence public health.
Creating Demand for Health is an immersive four-day programme designed to equip public health and policy professionals with the fundamentals behind the practice of social marketing along with the latest developments in marketing science. Fronted by Prof. Franco Sassi, Professor of International Health Policy & Economics at Imperial College London and former Head of the OECD’s Public Health Programme, and Karen Watson, lead strategist of the landmark Drink Up Campaign — a nationwide campaign in the US to increase the consumption of bottled water and championed by Michelle Obama — this course is supported by the European Institute of Innovation and Technology (EIT Health) and delivered by the Centre of Health Economics and Policy Innovation at the Imperial College Business School.
Imperial College London’s Marketing and Public Policy faculty will help you understand how to utilise commercial marketing practices for social good. You will gain a comprehensive understanding of social marketing concepts such as market segmentation, consumer orientation as well as the latest developments in marketing science to optimise your communications strategies and create demand for healthier lifestyles.
Who should attend?
This programme is ideal for public health and policy professionals along with researchers looking to apply social marketing and marketing science to public health communications. No previous marketing education is required.
Benefits for you
- Understand and apply the most effective commercial marketing practices to public health communications.
- Gain insight into social marketing concepts and the latest developments in marketing science.
- Learn from recent examples of public health communication, including those from the COVID-19 pandemic
- Optimise your messaging to create demand for healthier lifestyles.
- Work with multiple stakeholders and build a multi-disciplinary team with cross-sector consensus.
- Network with other policy professionals tackling the same issues across Europe.
Programme content
Before you arrive
Upon registration, you will be able to access our online hub. Here you will find a range of reading and activities to prepare you before you arrive with us on campus. The Hub will also provide you with the opportunity to meet fellow participants virtually, kickstarting your networking.
Day 1: Overview and marketing science
Registration – 09:45 am
Overview, expectations & introductions
Karen Watson, Public Health Communications and Policy Consultant & Franco Sassi, Professor of International Health Policy and Economics at Imperial College Business School
Marketing concepts and trends
Dr Andreas Eisingerich, Professor of Marketing at Imperial College Business School
Prof. Eisingerich will introduce some fundamental concepts and methodologies of marketing. We start with the big picture before exploring in-depth key concepts that will support your learning on Day 2.
Consumer orientation: Public and privates data sources
Karen Watson, Public Health Communications and Policy Consultant & Franco Sassi, Professor of International Health Policy and Economics at Imperial College Business School
Karen and Prof. Sassi will give an overview of types of formative research that can generate insights to inform social marketing campaigns in both the private and public sectors. This will include specific reference to consumer panel data, spatial information and survey data on underlying attitudes.
Day 2: Social marketing and public health communications
Marketing concepts and trends cont.
Dr Andreas Eisingerich, Professor of Marketing at Imperial College Business School
Prof. Eisingerich will explore trends in media consumption habits and expand on key marketing theories including consumer psychology. You will begin to understand the barriers to adopting healthier or more desirable behaviours and the strategies to overcome them.
Social marketing overview – Drink up Case study
Karen Watson, Public Health Communications and Policy Consultant
Karen will introduce the basic concepts of social marketing by reflecting on the experiences from the social marketing campaign Drink Up. Topics covered include how to decide on the target behaviour, consumer orientation and market segmentation. Karen will introduce case studies that will used over the following days.
Market segmentation
Dr Andreas Eisingerich, Professor of Marketing at Imperial College Business School
Andreas will introduce the concept of market segmentation to demonstrate how to develop and implement a targeted marketing campaign.
Consumer orientation: Behavioural science
Dr Elise Temple, (Nielsen)
Dr Temple provides a specific case of formative research looking at the unconscious triggers of behaviour by examining individuals’ neuro-functioning. Dr Temple will refer to the Drink Up case study, in which, campaign messages were tested using neuro-imaging to determine message resonance.
Day 3: Implementing and evaluating behaviour change campaigns
Measuring success & evaluation
Matt O’Grady, & Franco Sassi, Professor of International Health Policy and Economics at Imperial College Business School
Matt will discuss the important of selecting the metrics of success between consortium partners. This includes discussing appropriate forms of data available and types of evaluation. Prof. Sassi will discuss the measures used to evaluation policy in academic and government contexts.
Building a coalition
Karen Watson, Public Health Communications and Policy Consultant
Karen will cover avenues to building private-public partnerships to support the development and implementation of social marketing campaigns. Karen will draw on two examples from the US and Denmark to demonstrate the barriers and elements required for successful partnerships.
Policy environment
Franco Sassi, Professor of International Health Policy and Economics at Imperial College Business School
Prof. Sassi draws on his extensive policy experience to provide insights on the regulatory environment’s impact on governments’ willingness to engage on policy initiatives. Prof. Sassi will also cover the strategies for effective engagement and collaboration with policymakers at all levels.
Policy environment cont.
Lea Nash, WHO Regional Office for Europe
Dr Nash provides an overview on health communications in NCD prevention from a WHO perspective. Dr Nash will outline some current WHO health communications projects. Dr Nash will also provide insight into the development of private-public partnerships in NCD prevention.
Day 4: Case study workshop and conclusions
Case studies
Karen Watson, Public Health Communications and Policy Consultant
Groups will use data in the case studies provided to develop a plan for the development, evaluation and implementation of a behaviour change campaign.
Case studies cont. Presentations
Karen Watson, Public Health Communications and Policy Consultant
Participants will present their work from the morning session. Participants will have an opportunity for feedback from colleagues and the faculty to improve their plans and discuss the unique challenges their campaign presented.
Conclusions
Karen Watson, Public Health Communications and Policy Consultant & Franco Sassi, Professor of International Health Policy and Economics at Imperial College Business School
Karen and Prof. Sassi wrap up the course and the key learnings. Time will be dedicated to discussion of the next steps for participants towards the development, implementation or evaluation of their behaviour change campaigns. Long-term tracking and support will be established to provide on-going support to participants
