Step 4 involves the development of a social marketing plan, which should include plans for communications, audience analysis, message development, stakeholder engagement, and capacity development. In order to develop a social marketing plan, the organization should first determine the "publics" that it will be working and interacting with. (Remember that determining stakeholders-often referred to as the "publics" in social marketing-is part of Step 2.)
There are two levels of the "public" in the social marketing program. Foremost would be the internal groups of participating government agencies and international bodies providing financial and policy support. These may include, among others, organizations such as the Asian Development Bank and the United Nations Economic Commission for Europe. National government agencies and prospective private sector partners, such as hospital owners, hospital equipment manufacturers and suppliers, and hospital management groups, also fall into this level.
The "ground-level" public would include the political groups and individuals in the local government (i.e., mayors, officers and staff, and community leaders and/or councils); stakeholders such as nongovernment organizations, women's groups, businesses, schools, media practitioners, and youth; the patients or clientele of the health units; and the general public.
The sample matrix in Table 2 (based on the Philippine context) shows key activities.
| Table 2: Key Activities in Step 4 |
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| Intended Audience | Content and Messages | Key Activities | Desired Output |
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| Inception or Introductory Stage |
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|
| |
| ADB, Development Bank of the Philippines, Department of Health, PhilHealth, National Economic and Development Authority; other institutional partners such as Commission on Audit and Civil Service Commission; prospective local government units and private sector partners | Description of PPP in health, benefits of PPP in health modalities, responsibility areas of partner agencies, terms of reference, monitoring and evaluation framework | Orientation | Clear understanding of PPP in health, acceptance of the program and its modalities, agreement on terms of reference, advocacy activities |
|
| Social marketing, communication planning, public speaking, knowledge management, message development | Training | Clear understanding of PPP in health, skills to do social marketing and information campaign, development of key messages |
| |
| Department of Health PPP in health team | PPP in health modalities, social marketing, communication planning, public speaking, knowledge management, message development, monitoring and evaluation framework | Training | General knowledge of PPP in health, core competence to provide technical assistance to LGUs and private sector partners |
|
| Implementation Stage |
|
|
|
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| Information campaign | Face-to-face communication; radio and TV guest appearances; radio/TV plugs; billboards, leaflets, and comics | General knowledge of PPP in health, core competence to conduct the information campaign, information materials appropriate to the local level |
| |
| Department of Health PPP in health team | Monitoring of PPP in health implementation | Evaluation reports | Core competence to assess and evaluate activities of the PPP in health LGUs and partners |
|
| ADB = Asian Development Bank, LGU = local government unit, PPP = public-private partnership. |
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