What is PRECEDE–PROCEED model?
The PRECEDE–PROCEED model is a framework for planning and evaluating health promotion programs, proposed by Lawrence W. Green in the 1970s.
PRECEDE stands for “Predisposing, Reinforcing, and Enabling Constructs in Educational/Environmental Diagnosis and Evaluation,” while PROCEED stands for “Policy, Regulatory, and Organizational Constructs in Educational and Environmental Development.”
This model provides a systematic way to plan, implement, and evaluate health programs, based on the assumption that health behaviors are influenced by both individual and environmental factors.
The model features a “reverse planning” approach, working backward from the desired outcome to determine necessary actions.
Components of the PRECEDE–PROCEED Model
This model consists of the following eight phases:
- Social Diagnosis
Identifying social problems and evaluating community needs and resources.
This involves community forums and interviews to understand the background of the issue. - Epidemiological, Behavioral, and Environmental Diagnosis
Identifying health problems, behavioral factors, and environmental factors in the community, and setting intervention goals. - Educational and Ecological Diagnosis
Assessing the factors necessary for behavior change, focusing on educational interventions and environmental factors. - Administrative and Policy Diagnosis
Coordinating resources and organizations for program implementation. - Program Implementation
Implementing the planned intervention. - Process Evaluation
Evaluating whether the program is being carried out as planned. - Impact Evaluation
Assessing the effects on intermediate goals of the program. - Outcome Evaluation
Evaluating the impact on community health and quality of life.
How to Apply the Model in Marketing Strategy
The PRECEDE–PROCEED model can also be applied to marketing strategy design.
Its strength lies in its “reverse planning” approach, starting from the final goal and working backward to identify the actions needed to achieve it.
In marketing strategy, by starting with the final objectives, such as increasing sales or brand awareness, you can design more effective measures by planning backward from the behaviors or attitude changes required from customers to reach those goals.
For example, when planning the market launch of a new product, you first define the ultimate goal of how the product should be received by customers.
You then analyze factors that influence customers’ choices and external environmental factors (such as in-store promotions and word-of-mouth) that drive purchases, using this information to determine advertising strategies and sales channels.
In particular, during the Epidemiological, Behavioral, and Environmental Diagnosis phase, you can analyze consumer behavior and the market environment to implement appropriate targeting and messaging.
For instance, when selling health-oriented products, you can analyze consumers’ health consciousness and behaviors to determine the most effective marketing messages.
Additionally, by applying the Administrative and Policy Diagnosis phase, you can assess internal resources and the resources needed for marketing activities, allocating budgets and coordinating with other departments to create an actionable plan.
In this way, using the PRECEDE–PROCEED model enables data-driven marketing strategies that can be effectively executed.
Examples
For instance, a sports equipment manufacturer launching a new pair of running shoes can apply the model as follows:
- Social Diagnosis
Investigate the needs and challenges of the target market (runners and fitness enthusiasts).
For example, analyzing factors like comfort, price, and design that influence consumer purchases. - Epidemiological and Behavioral Diagnosis
Use past sales data and market research to identify behaviors that lead to purchasing running shoes.
For example, if participation in running events promotes purchases, sponsoring such events or holding trial runs can boost purchasing intent. - Educational and Ecological Diagnosis
Launch campaigns to educate customers about important factors like comfort and health benefits, promoting purchases.
Using social media to highlight the health benefits of running can raise brand awareness. - Administrative and Policy Diagnosis
Review internal resources and budgets, adjust schedules, and costs for implementing the marketing campaign. - Program Implementation
Launch online ads and promotional events at fitness events in line with the release of the new shoes. - Process Evaluation
Monitor the progress of the campaign in real time to evaluate if it is proceeding as planned. - Impact Evaluation
Assess customer reactions and purchasing behavior to evaluate whether the campaign is achieving its intended effect. - Outcome Evaluation
Analyze final sales data and market share changes to identify areas for improvement in future marketing strategies.
Conclusion
While the PRECEDE–PROCEED model is a powerful tool for planning and evaluating health programs, its principles can also be applied to marketing.
By structuring the process from planning to evaluation, understanding customer behavior and environmental factors, and designing strategies based on data, businesses can create more effective marketing strategies tailored to their target audience.
This article uses material from the Wikipedia article “PRECEDE–PROCEED model” which is released under the Creative Commons Attribution-Share-Alike License 4.0. Additionally, the texts and images were generated using ChatGPT.