UICC World Cancer Congress 2006

This session will explore the mindset of social marketing and how it can best be applied to matters of health and social importance. The application of audience segmentation, mapping competitive behaviors, creating relevance, audience opportunity and benefits, targeted messaging and communications will be demonstrated, by example, for health sector issues.

Though social marketing is not the same as marketing social issues, for most of the “social world”, few people understand that the difference between the two lies in a focus on changing behavior versus changing awareness or information levels. However, solid knowledge of social marketing theory and practice can be extremely helpful in creating mind shift when applied to marketing a host of health and social issues where behavior change is not always an obvious objective.