Getting under the skin - using insight and research to drive behaviour change
Channel: The Chartered Institute of Marketing - CIM
Date: 19/10/2022

Behavioural marketing or social marketing is a method of gathering data and implementing solutions based on insight or the past behaviour of your consumers. This lets you match the interests and meet the needs of your ideal target audience.

In 2020, a ground-breaking three stage insight programme was undertaken across Cheshire and Merseyside, to understand the views and experiences of COVID-19 among different ethnic communities.
The ‘Getting under the skin’ project aimed to gain a deeper understanding of the cultural, behavioural and religious aspects that influence health and care; understand views about the pending COVID vaccine; identify how public health messages were currently being perceived; and gain insight into the most effective ways to communicate and engage with different ethnic groups in order to change behaviour.

The insight and data gathered helped the NHS to develop a highly targeted marketing campaign to address vaccine hesitancy, which led to a remarkable increase in vaccine uptake within ethnic minority communities within the campaign period. The ‘Getting under the skin’ programme won three national awards in 2021, including a prestigious Health Service Journal (HSJ) award.

This webinar will help to optimise your communications with customers / the public. Reaching people with your message is one thing, influencing and changing their behaviour is quite another. Using social marketing methods will help you to better understand how people think and behave. Armed with this knowledge you can design communications that more effectively influence the decisions people make.

Speaker: Edna Boampong, Director of Communications and Engagement for NHS Shropshire, Telford and Wrekin Integrated Care System