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Arlington, Virginia, Partnership for Child Health Care, 1994. , 35,  p. (BASICS Trip Report; BASICS Technical Directive: 000 ML-00-012; USAID Contract No. HRN-6006-C-00-3031-00)In 1994, the USAID-supported BASICS project sent a team to Malawi to help USAID/Malawi, Pharmanova, Ltd., the Ministry of Health (MOH), and other participating groups develop a social marketing strategy for oral rehydration salts (ORS) and a new ORS package design. USAID agreed to buy raw materials and packaging material for the local manufacture and distribution of ORS. Pharmanova agreed to produce packaged ORS to supply MOH with 7 million ORS packets over 2 years. Pharmanova would manufacture 1.4 million more ORS packets to be sold commercially. The preliminary plan for the marketing of a new ORS product centers on marketing activities to promote the national launch of Pharmanova's ORS product scheduled for April 1995. The BASICS team developed marketing objectives and strategies that addressed major issues identified by the market situation analysis: development of a product identity and presenting the ORS product in a productive way to users, ORS distribution in rural areas to complement public sector distribution, improvement of health providers' and drug retailers' knowledge in oral rehydration therapy (ORT), and coordination of all ORS/ORT activities among UNICEF, MOH, USAID, Pharmanova, and other suppliers and professional associations. The team designed and managed a rapid qualitative study of consumer reaction to 5 graphic concepts, promotional copy, illustrated mixing instructions, and a list of potential product names in Chichewa. Based on this research, the silhouette package design, the product name of Madzi A Moyo, clear and direct statements of product benefits were chosen for ORS brand identity. Feedback from focus groups led to two revisions of the illustrated mixing instructions. Recommendations centered on coordination and implementation of the ORS marketing program, training of health professionals, mobilizing retailers, sustaining ORS marketing, designing a long-term sustainable strategy for ORS supply, and working with Pharmanova to strengthen other child survival activities in Malawi.
In: Notes from the field in communication for child survival, edited by Renata E. Seidel. Washington, D.C., Academy for Educational Development [AED], Communication and Marketing for Child Survival [HEALTHCOM], 1993 Apr. 189-99. (USAID Contract No. DPE-1018-C-00-5063-00; USAID Contract No. DPE-5984-Z-00-9018-00)Mexico produces and distributes 10 million packets of oral rehydration solution (ORS) annually in its oral rehydration therapy program against diarrheal disease in children under 5 years old. For mothers to seek out, accept, and use the product, however, they must find it appealing, user-friendly, and capable of producing desired health results. Doctors must also provide, recommend, instruct, and reinforce the use of ORS. The product in Mexico long held a scientific-sounding brand name and included misleading instructions on mixing and use. The authors describe the development of a new ORS product name, package design, and graphic mixing/administration instructions which reflect national ORT norms. Consumer research lay at the heart of the project. Research and evaluation consisted of activities in the following phases: exploratory qualitative research with mothers, initial concept screening, quantitative testing of the 2 best designs, quantitative testing of the winning design against the original package, and comprehension testing of mixing instructions and the flyer. Sections consider maintaining a consumer focus; the challenge; getting started; phase 1-5 research; promotion among the primary audience; consensus-building among the secondary audience; reflections; and final thoughts.