Insurance Social Marketing
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Andreasen (1993, p. 1) in his Presidential address before the Association for Consumer Research in 1993, defined social marketing as:
Social marketing is the adaptation of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the behavior of target audiences in order to improve their physical and mental well-being and/or that of the society of which they are a part.
According to the taxonomy developed by Bloom, Hussein and Szykman, a social marketing effort advanced by the industry to reduce the incidence and/or cost of fraudulent and/or abusive insurance claimant behaviors would be one with many direct benefits to society and having potentially strong ties to sales. Unresolved issues include the potential for partnering with various not-for-profit entities with goals well-aligned with those of the industry, and whether or not individual policyholders could experience a tangible reduction in the costs of their policies, or receive other direct rewards as a result of the campaign (Bloomet al., 1995). An example of an individual corporate social marketing campaign in the insurance industry is afforded by the Safeco Insurance “FireFree” campaign targeting the reduction of “combustibles” around the exterior of home, intended to reduce the homes’ dangers from wildfires. Safeco is positioned as the brand concerned about home safety and obtains the benefit of potentially lower numbers and kinds of claims associated with the problem of wildfires (Kotler and Lee, 2007).
Examples of social marketing without corporate sponsors are found with in the general campaigns advanced by The Advertising Council. While not without issues of coverage and reach, (Gotthoffer and Lancaster, 2007) successful campaigns have been initiated in recent history for childhood hunger, national crime prevention, colon cancer, and others (The Advertising Council, 2005). Social marketing efforts have also been undertaken for a wide range of issues, including helmet use among bicyclists, (Ludwig et al., 2005) seat belt use, (Petridou et al., 1999) and smoking, (Hersey et al., 2005)[17] to name but a few.
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