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[Plan for social marketing of oral rehydration salts (ORS), "Keneyaji" in Mali] Plan de marketing social des S.R.O., "Keneyaji" au Mali.

Saade C
Arlington, Virginia, Management Sciences for Health, Technologies for Primary Health Care [PRITECH], 1989. 24, [8] p. (USAID Contract No. AID/DPE-5969-Z-00-7064-00)

Social marketing of oral rehydration salts in Mali is intended to help make oral rehydration packets available throughout the nation and especially in rural areas where the incidence of diarrhea is very high. In an effort to coordinate its various activities under 1 administrative plan, the National Program to Combat Diarrheal Disease developed a social marketing plan for oral rehydration salts including an analysis of current marketing, marketing objectives and strategies for attaining them, and specifications of the different activities to be undertaken. The plan was developed over the course of a 5-day technical meeting attended by representatives of the various agencies and organizations responsible for carrying it out. Oral rehydration salts are considered 1 of 60 essential medications that will be available in local health centers. KAP surveys of mothers and interviews with prescribers and vendors indicated that knowledge and acceptance of oral rehydration salts are growing and that mothers would be willing to pay a small fee for the packets. Antidiarrheal medications of questionable efficacy are often used in combination with the oral rehydration salts. Greater efforts are needed to inform the public and health personnel of the benefits of oral rehydration salts. It is anticipated that local production of 1 million packets/year of oral rehydration salts will begin in February 1990. Polyethylene packets will contain 27.9 g of powder made according to the World Health Organization formula, enough for 1 liter of solution. It is currently estimated that 19.2 million packets will be needed to treat all diarrhea episodes in children under 5 for 1 year in Mali. Over 5 million packets would be needed annually just to correct dehydration that has already occurred. Specific goals of the social marketing campaign include increasing the rate of use of oral rehydration salts by mothers from 30% in 1989 to 50% in 1992 and assuring increases in accessibility of packets from 50%of the national territory in 1990 to 70% in 1992. The packets will be marketed under the name "Keneyaji", which means "the water of health" in the Bambara language and is a term already known to the public. Instructions appropriate for illiterate mothers will be included with the packets. The marketing plan contains suggestions for pricing, overcoming initial resistence of vendors, obtaining needed raw materials and equipment, training production workers, estimating existing stocks of oral rehydration salts within Mali, and distribution. Promotion will be addressed to specific target groups, primarily mothers and secondarily health personnel, drug vendors, and community leaders. The promotional campaign is planned to begin in March 1990 after the oral rehydration salts become available. Face-to-face communication with mothers will be reinforced by popular theatre, radio spots, and other means.

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