Community-Based Prevention Marketing (CBPM): Evolution from Programming to Policy Development to Systems Change

Khaliq, Mahmooda; Boddupalli, Samantha; Parvanta, Claudia; Bryant, Carol A.

doi:10.1007/978-3-030-14449-4_91-1

Cited by 2 publications

(7 citation statements)

References 23 publications

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“…CBPM is a program planning framework that incorporates community engagement/ mobilization and social marketing in a synergistic framework to achieve sustainable change (Khaliq et al, 2022;Alfonso et al, 2020;Mayer et al, 2015;Bryant et al, 2014;Bryant et al, JSOCM 14,2 2007;Bryant et al, 1999). CBPM, which relies on working with an established community coalition/taskforce/consortium, often takes time to implement in partnership with the community and has shown success as an effective tool for participatory research to address health disparities and improve health equity (Black and Sykes, 2022;Black et al, 2013;Wallerstein and Duran, 2006;Wallerstein et al, 2019).…”

Section: Community-based Prevention Marketingmentioning

confidence: 99%

“…CBPM, which relies on working with an established community coalition/taskforce/consortium, often takes time to implement in partnership with the community and has shown success as an effective tool for participatory research to address health disparities and improve health equity (Black and Sykes, 2022;Black et al, 2013;Wallerstein and Duran, 2006;Wallerstein et al, 2019). The framework is an eight-step process that goes through the phases of program planning (selection of behavioral focus, audience segmentation and formative research), design (development of a social marketing plan incorporating the marketing mix of product, price, place and promotion), implementation and evaluation (Khaliq et al, 2022).…”

Section: Community-based Prevention Marketingmentioning

confidence: 99%

“…Personas were developed once an audience segment had been selected to understand the priority population better, to guide formative research and to guide the design of culturally and linguistically appropriate messages and strategies. In parallel, an independent research partner conducted formative research using focus group interviews with Hispanic/Latino communities to glean information on vaccine hesitancy (Khaliq and Makris, 2021).…”

Section: Setting For the Researchmentioning

confidence: 99%

“…Each persona also included a picture, a name, socio-demographic characteristics, things that were important to the person, barriers that they faced in life and in relation to the proposed behavior and suggestions about where they receive information and from whom. All three personas described Hispanic/Latino women (CBOs segmented to this priority population) between the ages of 30 and 45 with school-aged children: one a rural worker with little English, one a bilingual suburban stay-at-home mom (Figure 3) and one a low-wage urban employee (Khaliq and Makris, 2021). It is important to note that not all personas created in the training represented the Hispanic/Latino community; however, the three personas used in this study were chosen specifically because, like the formative research focus groups, they represented the Hispanic/Latino community.…”

Section: Secondary Data Originationmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Tackling the social marketing formative research bottleneck: comparative analysis of the complementary nature of community-generated personas and focus groups

Khaliq,

Wimbish,

Makris

2024

JSOCM

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Purpose This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM) training of community leaders elicited important insights that complemented findings from ongoing formative research on vaccine hesitancy in the Hispanic/Latino population in the USA during COVID-19 pandemic. Design/methodology/approach An exploratory concurrent parallel qualitative study design compared three personas created by community-based organization members (n = 37) to transcripts from five formative research focus groups (n = 30) from the same project. All participants in this study were recruited by the National COVID-19 Resiliency Network as part of their capacity-building and formative research activities. Grounded theory guided the content analysis. Findings This study found personas and focus groups to be complementary. A high degree of co-occurrence was observed when investigating the uptake of the COVID-19 vaccine under the categories of barriers, culture and communication. Between the two methods, the authors found strong associations between fear, disruption to the value system, work-related barriers, inaccessibility to health care and information sources and misinformation. Areas of divergence were negligible. Research limitations/implications While personas provided background information about the population and sharing “how” to reach the priority population, focus groups provided the “why” behind the behavior, followed by “how”. Practical implications A community-driven persona-building process built on cultural community knowledge and existing data can build community capacity, provide rich information to assist in the creation of tailored messages, strategies and overall interventions during a public health crisis and provide user-centered, evidence-based information about a priority population while researchers and practitioners wait on the results from formative research. Originality/value This case study provided a unique opportunity to analyze the complementary effectiveness of two methods acting in tandem to understand the priority population: stakeholder-informed persona-building and participant-informed focus group interviews. Understanding their complementary nature addresses a time gap that often exists between researchers and practitioners during times of crises and builds on recommendations associated with bringing rigor into practice, promoting academic contribution to real-world issues and building collaborative partnerships. Finally, it supports the utility of a nimble tool that improves social marketers’ ability to know more about their audience for intervention design when time is of the essence and formative research is ongoing.

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