SOCIAL PRODUCT

Communication and Promotion

Abygail S. Lim-Recio, M.D.

Rene M. Recio, M.D.
Ronald Allan Payumo, M.D.
Paul V. Santos Estrella, M.D.
Topics Presenters

The evolving concept of social product and how you should Paul V. Santos Estrella, M.D.
communicate and promote it

Segmenting the Market to Reach the Targeted Population & Ronald Allan Payumo, M.D.
the Role of Communications and Branding in Social
Marketing Programs

Promoting Awareness and Interest Through Communication Abygail L. Recio,MD

Monitoring progress and making adjustments in the social Rene M. Recio, M.D.
marketing campaign
SOCIAL PRODUCT

• The Russian definition

• Produces statistical aggregates which are useful whenever we deal with commodity flows as
distinct from services

• The American definition

• Reflects the social division of labor, and as such can be usefully employed when
considering institutionally determined incomes for the purpose of analyzing employment
determinants, or factors making for inflation and deflation, or any economic problems for
which the particular institutional set-up has great importance.

• The Kuznet’s definition

• statistical aggregates which may be treated as having welfare implications.

Horvat, B. (1961), THE CONCEPTUAL BACKGROUND OF SOCIAL PRODUCT. Review of Income and Wealth, 9: 234-252.
doi:10.1111/j.1475-4991.1961.tb01136.x
 Social
Communication value
Social
smart and connected
product
Impact
Promotion and
change
adapted from Kotler & Roberto, 1989
https://hbr.org/2013/10/the-age-of-social-products
“The Internet of Things” Social Network of Things

https://www.inc.com/will-yakowicz/get-ready-for-the-social-network-of-things.html
https://images.app.goo.gl/zGvskbzPT3fAxrTA7 https://www.inc.com/will-yakowicz/get-ready-for-the-social-network-of-things.html
HARVARD BUSINESS REVIEW. https://hbr.org/2013/10/the-age-of-social-
products#:~:text=Social%20products%20leverage%20the%20power,to%20learn%20from%20other%20products.&text=Each%20
individual%20product%20and%20each,and%20smoke%20detector%20work%20together.
http://screwballcomics.blogspot.com/2012/10/hm-bateman-and-speed-of-life-four.html https://twitter.com/benedictevans/status/1309986497270091777?s=20
https://www.reforge.com/blog/entertainment-value-curve
https://www.reforge.com/blog/entertainment-value-curve
https://twitter.com/sinleeloh/status/1307813400819326976
Social Marketing and Advertising

Advertising
Social
Marketing

https://ctb.ku.edu/en/sustain/social-marketing/overview/main
 STAGES OF A SUCCESFUL
MARKETING EFFORT

Change attitudes
and conditions

Create awareness
and interest Empower people
to act

CONSUMER

CONSUMER
Motivate people to Sustain the
want to change their change
behavior
https://ctb.ku.edu/en/sustain/social-marketing/overview/main
 Age of Social Products
● The Age of Social Products will change the basis of competitive advantage.

○ To communicate and promote, you need to think about network effects.

○ This is a shift in mindset from standalone-product thinking to connected-platform thinking.

● The Age of Social Products is dawning.

○ Smart, connected, and, most importantly, social are important aspects in communication and
promotion

https://hbr.org/2013/10/the-age-of-social-products