For social goods like health care, the buyer and the end consumer are often two different parties. In much of health care, an insurance company or a government agency is the buyer, while the individual patient is the end consumer. At least in the United States, for-profit medicine companies exploit this split. They charge large organizations much higher prices than an individual consumer could afford. At the same time, they obscure the price of urgent treatments from patients. One way to avoid this exploitation is using nonprofit healthcare models.
Continue reading Case Study in Nonprofit Healthcare: Drugs for Neglected Diseases Initiative
How do you deliver help to homeless people with no fixed address and little to no money?
Continue reading Distributing Help to the Homeless
Government, along with public and social sector marketers, should serve citizens not customers.
Continue reading Government Should Serve Citizens Not Customers
According to U.S. National Highway Traffic Safety Administration, 47 percent of fatal traffic accidents in the U.S. occur in urban areas, resulting in nearly 15,000 deaths per year. That’s more than 40 people dying each day on urban roadways. If there was a data-driven design for transportation infrastructure that saved lives, shouldn’t we implement it? Data from the Insurance Institute for Highway Safety shows traffic roundabouts reduce the number and severity of accidents.
Continue reading Data-driven Design for Transportation Infrastructure Saves Lives
Critics of government spending claim that building quality infrastructure for the social good is not affordable. Focus on utility and low cost, they say. No need for grand stone building with imposing facades. Their concerns touch on two core marketing topics, design and pricing.
Continue reading Building Quality Infrastructure for the Social Good
In their recent report card, the American Society of Civil Engineers (ASCE) gave US infrastructure a grade of D+. ASCE also said bad infrastructure costs U.S. households $9 per day in higher prices, poor service, repairs, and wasted time. For just $3 per day, they say we could fix the problem. Those numbers sound small, but they add up. Multiple that household-per-day number by 125 million households and 365 days a year, and you get an annual infrastructure bill of $137 billion. Paying for infrastructure is a big decision. How to pay for things is a marketing decision regarding pricing. What are the options?
Continue reading The Power of Pricing: Paying for Public Infrastructure
Governing common shared resources such as water supplies relies on layers of resource management. Each level of management has different roles and responsibilities, from neighborhoods and cities through to regional, state, national and international governance. Currently, the way many cities approach water quality is inefficient because resource management is not regional. Water agencies ignore problems upstream, where water quality problems start. Applying funds to upstream problems is a marketing decision related to how we price our social goods. Fixing those upstream problems reduces costs downstream for water treatment.
Continue reading How to Fund Holistic Water Quality Management
Can you do well while doing good? This is the ultimate question for marketer the social good. Doing well in the public and social sector means more than just money. Earning money leads to sustainability and scale, two qualities that communities desperately need and funders desperately seek.
Continue reading Impact Investing: Return on Investment From Marketing Social Goods
Pricing and payments are core aspects of marketing a product or service. For public and social sector marketers, pricing isn’t always straightforward. Often the buyer isn’t the user, and the goal isn’t about making more money or beating the competition. It’s hard to put a price on open space such as watersheds and parks is hard. How do you determine a cost or value, let alone identify a buyer?
In the island paradise of Seychelles, marketers are collaborating to find a better way to price and pay for both existing national debts and new investments in commons with current funds.
Continue reading Governing the Commons: Pricing a new marine protected area in Seychelles
According to the United Nations, a majority of the world’s population now resides in urban areas. The trend towards urbanization shows no signs of slowing, either. By 2050, two-thirds of the planet’s population will be urban. Urban areas are organically connecting into megaregions that don’t always respect existing political or natural boundaries. Marketing in megaregions demands that social and public sector marketers think in new ways about their markets.
Continue reading The Power of Audience: Urbanization and megaregions