The cost of couple year of protection (CYP) for social marketing projects of HLFPPT is presented in the table below.
Cost/CYP of Social Marketing Programmes
Program |
Area |
Annual Sale |
Cost/CYP |
| Rural Marketing of Condoms and OCPs in Rural Statewide UP | 25000 villages in UP reaching to 10 million eligible couples | 100 million condoms and 2.5 million cycles OCPs | Rs. 58.00 ($1.23) |
| Community Based Social Marketing in 12 districts of Bihar, Orissa and Jharkhand | 6000 villages each in Bihar, Jharkhand and Orissa reaching to 3 million eligible couples. | 9 million condoms and 0.15 million cycles OC and other health care products | Rs. 175.00 ($3.72) |
| Public Private Partnership Model of Social Marketing in AP | All settlements of population 5000 and above | 10 million condoms and 0.5 million OC | Rs. 86.95 ($1.85) |
| Network for Health Promotion in Western UP | All villages in 23 districts reaching to 16 million eligible couples | 10 million condoms and 1 million Ocs | Rs.150.00 ($3.19) |
Clearly, HLFPPT social marketing interventions have been able to generate couple year of protection at a very low cost.
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Home : Social Marketing
Social Marketing
Over the last decade, India has shown overall improvement in social and health indicators. This improvement is particularly observable in the Southern states than in the Northern belt. In the Northern belt the predominant needs still relate to access, availability and delivery of comprehensive and quality reproductive health services, support for women’s empowerment, addressing adolescents needs and prompting and enhancing male participation in all issues related to reproductive and sexual health.
The National Family Health Survey (NFHS 1998-1999) indicates a Total Fertility Rate (TFR) of 2.85 births per woman with a contraceptive prevalence of 42 per cent among currently married women (modern methods). Less than 7 per cent of currently married women use any of the three major spacing methods, (oral contraceptives, condoms, and IUD) and sterilization accounts for three-fourth of the contraceptive prevalence. HLFPPT has conducted numerous social marketing projects to market the various brands of condoms and oral contraceptive pills.
Strengths in Social Marketing
The key to success of HLFPPT social marketing programmes have been its strength in coordinated rural distribution and communication.
Coordinated Rural Distribution: Distribution of condoms and OCPs has
been one of the key strengths of HLFPPT in all its social marketing programmes.
For reaching its products at the rural outlets, HLFPPT has developed its own
system of distribution and redistribution, which comprises of Stockists and
Redistribution stockists, Traveling Rural Salesman (TRSM), Rural Based Distributor
(RBD), Rural Sales Representatives (RSR) Bloc Field Workers BFW etc.
With the help of such a network, contraceptive products are made available through different type of outlets, such as:
Conventional
Chemist outlets
Non-chemist
trade outlets, which would include outlets like grocery shops, kirana stores,
paan shops, beauty
parlours etc.
Provider
channels like RMPs and PMPs in the towns and Larger Villages.
Other
Non-Traditional outlets
Communication:
To increase demand and create brand awareness, the social marketing projects
have an extensive promotional strategy that includes various strategies for
generic promotion, brand promotion and consumer promotions. A mix of media
like stalls in melas (fairs) and haats (weekly markets), video vans, radio,
press, wall and shop paintings and hoardings have been extensively used for
creating a direct impact among the audience. To facilitate ease in purchase
as well as to boost top of the mind recall, product messages are prominently
displayed at retail outlets through posters, danglers, stickers etc. Innovative
means like printing promotional messages for oral pills on bindi packets ensure
recall amongst rural women.
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Mobile Health Clinic
The Mobile Health Clinic is a novel approach – “A Doctor’s clinic on wheels”.The “Mobile Health Clinic” follows a fixed routine and services each village twice a month. The doctors in these vans provide consultation, at a nominal fee and provide family planning related services. Entertainment programmes having an underlying education theme are conducted by the Mobile Health Clinics. The Mobile Health Clinics have received an overwhelming response from the district of Kishanganj.
Female Condom Project
