Skip to main content

Behavioural change marketing – what is it capable of achieving?

What is behavioural change marketing?

Businesses that specialise in this field use the latest behavioural change theories and research, to deliver insight-led campaigns and interventions to promote health and social wellbeing. That means they attempt to associate with an audience’s needs, to understand their thought processes and appreciate why they make the decisions they do, before any intervention or scheme is created.

From detailed research focusing on complex behaviours and habits, to the implementation and review of large-scale social marketing schemes, behavioural change marketing is being adopted by different industries and is at work tackling some serious social, health and education issues.

Don’t recommend a solution, before you understand the problem!


For years marketing agencies have developed all singing and dancing campaigns that aim to sell, create awareness and promote different aspects of services and products. But behavioural marketing goes down a different route.

Looking at each issue from a different viewpoint


Before any creative is conceived, a behavioural marketing agency will develop the insight they need to understand the people they aim to influence, by undertaking targeted research, using the latest theories and models. Looking ahead - post implementation - that means a vast improvement in the campaign’s impact.

Combined with recommendations based on the robust research undertaken, appropriate social marketing strategy, creative implementation and thorough evaluation, behaviour change campaigns can be highly effective given they are designed around an audience’s unique needs, rather than one-size-fits-all.

Long lasting interventions that have impact across society


As more and more industries choose to use these exciting techniques, so the reputation of behavioural marketing continues to grow.

With schemes dedicated to encouraging young people to consume less alcohol, promoting preventive health measures, raising awareness about the importance of exercise and helping councils to reflect on the identity and ethnicity of their residents, behavioural marketing is a highly capable technique, with a sure future ahead.

Comments

Popular posts from this blog

Preventive healthcare – could this be the future?

Preventive healthcare is at the top of the NHS’s agenda There is a general consensus throughout the NHS that if it’s to move forward in future years, they have to find bold and imaginative ways of focusing on health prevention. The idea behind this is that they want to motivate people in specific health bands, or ‘at risk’ groups, to take full control of their health before it becomes problematic – for them and the healthcare system. Poor health habits and lifestyle have consequences down the line We live in a society struggling to cope. The pressures of everyday living and work have led to more people turning to drugs, drink, poor diet, and bad habits, all of which have health consequences further down the line. A lifestyle dominated by poor lifestyle choices, will eventually lead to health complications in later life, if these decisions are not challenged or influenced. The NHS believes that early intervention is key to solving health problems Highlighting health risks an...

What is social marketing really capable of?

Social marketing – driving behaviour change in healthcare The way we live, how we live, and the stresses that we face are quite different to those of, say, people living in the 1940s. While you could argue that after the war, life was extremely stressful in Britain, as we and other countries tried to get back to some form of normality, today’s lifestyle pressures are also great. We as a society, lead very stressful lives. Some would argue that technology is partly to blame for this. Certainly, the office never closes – mobile technology has led to that. But it has made new things possible too, so that we can communicate and connect with people across the globe. Managing our high intensity lives Unfortunately, the intensity of our lives has brought on a range of new, threatening health conditions. It’s generally accepted, and widely reported by the  NHS , that we are now all suffering from a broader range of health conditions, and choosing to live our lives in high intensit...

The rise of social marketing campaigns across the healthcare sector

Disfunctional communities While most of us try to stay fit and healthy as we go about our daily lives, the way we all live has changed – the hours we put in, the type of social activities that we enjoy, how we communicate, and even the way we get from A to B, have all dramatically altered over the past 10 years. The fact is, most ordinary people don’t have the time (or energy), to properly manage their health. That leads to bad habits, poor lifestyle choices and health inequalities. Social marketing campaigns – a positive response Social marketing agencies specilaise in delivering dynamic  social marketing campaigns  that create behaviour change in people perceived to be at risk. This leads to positive social repercussions and individual health improvements and outcomes. For many years, the NHS has been using social marketing techniques to get its core messages across about health issues and management. From free health screening services, to healthy eating, rec...