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Contraceptive Technology Update. 2004 Nov; 25(11): p..Are more women at your family planning facility requesting information on intrauterine contraception? Chances are you are seeing an increase in interest: Almost 30% of respondents to the 2004 Contraceptive Technology Update Contraception Survey say they have performed six to 25 intrauterine device (IUD) insertions in the last year, up slightly from 2003’s figures. The popularity of the levonorgestrel intrauterine system (Mirena IUS, Berlex Laboratories, Montville, NJ) led to an increase in the number of IUD insertions, confirms Joe Childress, MD, an obstetrician/ gynecologist in private practice in San Antonio. Women in the United States have two choices when it comes to intrauterine contraception: the Mirena and the Copper T 380A IUD (ParaGard, FEI Women’s Health, North Tonawanda, NY). More IUD insertions are being performed at the Pinal County Health Department, a public health facility in Florence, AZ, reports Carolyn Brown, RNP, nurse practitioner. The facility uses ParaGard IUDs. (excerpt)
Columbia, Maryland, Westinghouse Health Systems (AID/pha-C-1063). 1977 Dec; 68.In July 1974, Westinghouse Health Systems began the process of establishing a contraceptive retail sales program (CRS) to market condoms and oral contraceptives in Jamaica. The program, designed to utilize existing retail distribution systems, had as its major focus the development of indigenous resources to augment the existing clinic activities of the Jamaica National Family Planning Board, and centered on 5 major areas: 1) advertising and promotion; 2) product pricing and packaging; 3) distribution; 4) consumer and retailer education; and 5) program evaluation and monitoring. Initial research was aimed at educating the public, distributors, and retailers in the availability, usage, and potential side effects of oral contraceptives. A major advertising campaign involving radio, television and the press was directed at promoting the 2 contraceptive brands - Perle oral contraceptives and Panther condoms. In September, 3 years after implementation, management of the program was turned over to the Jamaican National Family Planning Board. Annual program sales had reached 184,000 cycles of pills, and 880,000 condoms through 267 Perle outlets and 1108 Panther outlets, nearly doubling and tripling pill and condom sales. Introduction of the new brands has had no effect on sales of competitive brands, nor has there been a negative impact on distribution of condoms and oral contraceptives through the public clinic sector. In addition, the cost per acceptor has been less when compared to costs per acceptor in the public sector clinics. By 1979, the projected costs per acceptor will be $262 in the CRS program versus $32.73 in the public sector program.
Contraceptive social marketing: lessons from experience. O marketing social de anticoncepcionals: licoes a partir da experencia.
Population Reports. Series J: Family Planning Programs. 1985 Jul-Aug; (30):773-812.Contraceptive social marketing (CSM) programs use commercial marketing techniques, mass media, and existing commercial networks to distribute, promote, and sell products. These programs now sell condoms, pills, and other contraceptives at subsidized prices, through retail stores, in 13 countries. A well-managed, publicized, and adapted program can usually reach 5-15% of all reproductive age couples; but programs in Bangladesh, Colombia, and Egypt reach 30% of current family planning users. The other major CSM programs, having sold products for 6-16 years, are in India, Sri Lanka, Jamaica, Thailand, El Salvador, Nepal, and Mexico. Programs were begun in the 1970s in Ghana, Indonesia, Kenya, and Tunisia, but did not continue. The Caribbean (Barbados, St. Vincent, and St. Lucia), Hondurus, and Guatemala began sales in 1984-1985; new programs are about to begin in Costa Rica, Nigeria, and Peru, and are planned for the Dominican Republic, Ghana, India, Indonesia, Kenya, Mexico, Pakistan, and Panama. This article examines CSM program achievements by looking at such program elements as: 1) potential customers, 2) products, 3) prices, 4) market research, 5) distribution, and 6) promotion, and by discussing program management in terms of its 2 goals, 1) making contraceptives more widely available, and 2) recovering some program costs. The author emphasizes the lessons that have been learned about each program element and provides many examples of program successes and failures. A discussion of the marketing of oral rehydration therapy (ORT) demonstrates how social marketing techniques may be used to sell other products. The article provides cost analysis for programs in Sri Lanka, Bangladesh, and Egypt, as well as ranking the 10 programs in terms of 1) sales, 2) couple years of protection (CYP), 3) coverage estimates, and 4) cost per CYP. A discussion follows of the most successful programs.
Studies in Family Planning. April 1976; 7(4):101-108.Social marketing, i.e., the application of commercial marketing techniques to social aims, is 1 means of building family planning into the daily nonclinical structure of rural society in developing countries. An experiment in the social marketing of condoms in rural Kenya was undertaken over a 2 1/2-year period. The pretest market research and a detailed marketing strategy are described. The experimental program proved that condoms can be used to involve rural African males in the process of family planning. The experiment further proved that commercial marketing can provide a nonmedical supplement to established clinical family planning programs. Advertising was found to be necessary to the success of the program with radio and point-of-purchase materials providing the cheapest and most effective coverage. The advertising aspect of the program seems to have increased the level of family planning knowledge and practice among the target population. The success of the program is attributed to the local involvement provided by social marketing. Such a project is amenable to exact evaluation which can prove useful to future programs. It was felt that commercial distribution by mobile van units could be used with other types of contraceptives.
[Unpublished] June 1972. 12 p.A complete marketing plan for distribution of family planning devices in a country where purchasing power for "nonessentials" is relatively low. The focus is on maximizing availability and use of low-cost items. A discussion of setting objectives, selecting product, package and pricing strategies, and analyzing market characteristics is included.
Washington, D.C., Triton Corp., 1982 Oct 25. vi, 65 p.The following activities were undertaken to prepare this contraceptive social marketing program, Family of the Future (FOF), privately sponsored and managed by the government of Egypt and the US Agency for International Development (USAID): interviews were conducted with all senior personnel at FPF Cairo; discussions were held with additional FOF staff on specialized topics germane to the audit; a weekly meeting of the medical distribution staff was attended; a trip was made to Alexandria to observe a training session for newly hired volunteers and to learn more about this new expansion program; discussions were held with Tom Reese and Laura Slobey at USAID/Cairo and with Donald Newman and Anthony Boni at USAID/Washington about their expectations for the marketing audit and perceptions of the FOF program; interviews were held with various individuals in the broad area of Egyptian contraceptive marketing; a pilot field study of 57 pharmacies in various sectors of Cairo was designed and implemented to assess the extent and character of FOF penetration into various socioeconomic areas; secondary analysis was conducted with various available FOF performance data; and discussions were held with consultants and staff at Triton corporation. This report of the audit focuses on the following: scope and organization of the audit; present status (FOF objectives, core strategy, and recent accomplishments and future plans); key issues for the 1980s -- organizational positioning, geographical coverage, and the volunteer program; organization and individual goal setting; future research and the management information system; the marketing mix (product line, packaging, pricing, distribution, medical representatives, and advertising); coordinating the mix; resource allocation and future experiments; and long run positioning issues. FOF is best characterized as an organization with a dual purpose. 1 part of the organization has a social service orientation that focuses primarily on achieving behavior change by consumers directly through person-to-person contacts and media advertising. The 2nd orientation is commercial and focuses on achieving better and more aggressive distribution through physicians and pharmacists with the expectation that such efforts will indirectly lead to greater usage by contraception households. To secure better coordination, a new position of regional managers should be created. The middle managers would have authority over medical representatives, distributors, and volunteers in 1 or more of FOF's submarkets. The acquisition of a low-dose oral contraceptive must have high priority in 1982-83. The pilot investigation of 57 pharmacies in urban Cairo indicated both strengths and weaknesses in FOF's marketing mix. Medical representatives and the research department should improve the accuracy and completeness of their list of pharmacists and physicians in the urban areas they serve. In the advertising area, the audit recommends that new communication vehicles for FOF products should be explored.