Lynne Doner Lotenberg
Social Marketing • Communication • Research
Social Marketing • Communication • Research
Since 1995, Lynne Doner Lotenberg has provided consulting
services to national, state and local public, private and
nonprofit organizations in the United States. She specializes
in planning and evaluating marketing and communication
efforts to facilitate social change or improve public health.
She has used social marketing principles to address many of
the defining health and social issues of our time: anxiety,
cancer, end-of-life care, geriatrics, heart disease, HIV/AIDS,
housing, organ donation, nursing, nutrition,
pharmacogenomics, physical activity, prenatal care, and
substance abuse.
Lynne devotes substantial energy to improving the
knowledge base and practice of social marketing and health
communication. She currently serves as co-editor of Social
Marketing Quarterly, authors numerous publications, serves
on various advisory panels, chaired the 2004 Innovations in
Social Marketing conference and continues to serve on the
conference steering committee.
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| Copyright © 2008 Lynne Doner Lotenberg. All rights reserved. |
Build relationships with consumers,
intermediaries and partners. Create,
communicate and deliver value.
Focus on behavior—and the
environment in which it occurs.
Recognize self-interest and
competition. Manage the exchange
by offering benefits that outweigh
costs (money, time, effort, psyche)
of engaging in the behavior. Place—
situations in which behavior can
occur or channels through which
products are available—is often key.
Promote the exchange using
empathy, stories, and experiences.
Tap motivating emotions. Use
research to understand and
segment audiences and develop,
monitor and refine programs.
intermediaries and partners. Create,
communicate and deliver value.
Focus on behavior—and the
environment in which it occurs.
Recognize self-interest and
competition. Manage the exchange
by offering benefits that outweigh
costs (money, time, effort, psyche)
of engaging in the behavior. Place—
situations in which behavior can
occur or channels through which
products are available—is often key.
Promote the exchange using
empathy, stories, and experiences.
Tap motivating emotions. Use
research to understand and
segment audiences and develop,
monitor and refine programs.
Second edition of Marketing Public
Health: Strategies to Promote Social
Change is available. Check it out here.