PSP Summary of Sustainability Strategies for Social Marketing Programs

Publication date: 2007

Social Marketing can increase the demand for and the supply of family planning products. Social marketing programs use commercial marketing and distribution techniques to make products available and affordable. Social marketing also encourages healthy behaviors through mass media advertising and behavior change communication. In countries where donor-funded programs are distributing subsidized or donated products, PSP-One explores opportunities for these programs to introduce new commercially sustainable brands. Pharmaceutical Partnerships are strategic alliances between PSP-One or its local partner, and contraceptive manufacturers that are able and willing to market affordable brands in developing countries. PSP-One draws from the experience of past USAID-funded programs such as Social Marketing for Change (SOMARC) and Commercial Market Strategies (CMS) to develop innovative approaches that balance corporate interests and health impact. PSP-One also expands the pool of potential partners by engaging generic manufacturers – particularly those based in developing countries – that are willing to market low-cost products. PSP-One increases the availability of affordable contraceptives in developing countries through a variety of approaches that meet the local market context, leverage existing donor-funded programs, and bring together potential partners. PSP-One’s involvement in social marketing and partnership initiatives occurs at two levels: Field programs Designing and implementing social marketing programs:• PSP-One is implementing programs involving multiple products in Honduras. Developing partnerships: • In partnerships with manufacturers, PSP-One manages programs to increase the use of condoms, oral contraceptives (OC), injectables, and oral rehydration salts in India. psp-One aNd soCial marKeTiNg aNd pHarmaCeUTiCal parTNersHips In Peru, PSP-One provides social marketing technical assistance to APROPO, a local NGO. The project focuses on maximizing product access for underserved income contraceptive users while contributing to the organization’s financial self-sufficiency. Using market research, product development and innovative distribution approaches, PSP-One aims to: Strengthen APROPO’s social marketing • product portfolio Improve product availability in peri-urban • and rural areas Ensure program growth and sustainability • beyond graduation from donor support To date, PSP-One has worked with APROPO on introducing new products, identifying non-traditional outlets for condom sales, and improving the efficiency and cost-effectiveness of its distribution system. disClaimer The author’s views expressed in this publication do not necessarily reflect the views of the United states agency for international development (Usaid) or the United states government. For more information about psp-One or current publications (available for download) please contact: private sector partnerships One abt associates inc. 4800 montgomery lane, suite 600 Bethesda, md 20814 Usa Tel: (301) 913-0500 Fax: (301) 913-9061 e-mail: info@psp-one.com http://www.psp-one.com psp-One TeCHNiCal assisTaNCe: Product visibility assessments: • to determine the viability of commercial products in subsidized markets. Since December 2005, PSP-One has conducted assessments of the Nigerian, Bangladeshi and Jordanian markets to determine the commercial viability of mid-price contraceptives. Contraceptive Security Assessments: • to assess opportunities to partner with local manufacturers in expanding access to contraceptives. Since November 2004, PSP-One has completed contraceptive security assessments in Ukraine, Kazakhstan, Tajikistan and Azerbaijan. PSP-One is helping ASHOnPLAFA:• a Honduran family planning association, and APROPO, a Peruvian NGO, develop and strengthen their social marketing portfolio. Consumer research• with a focus on commercial approaches and market segmentation: In 2005, PSP-One published a policy brief entitled, When donor Support Ends: The Fate of Social Marketing Products and the Markets They Help Create. In 2007, PSP-One published a technical report, Moving Toward Sustainability: Transition Strategies and Tools for Social Marketing Programs. 1 Brokerage of partnerships• : In 2007, PSP-One helped a generic contraceptive manufacturer based in India to negotiate a distribution contact with the Society for Family Health, a Nigerian social marketing organization. 1 Armand, Francoise, Barbara O’Hanlon, Mark McEuen, Lena Kolyada and Leah Levin. March 2007. Private Sector Contribution to Family Planning and Contraceptive Security in the Europe and Eurasia Region. Bethesda, MD: Private Sector Partnerships-One project, Abt Associates About PSP-One The psp-One project is Usaid’s flagship project, funded under Contract No. gpo-i-00-04-00007-00, to increase the private sector’s provision of high-quality reproductive health and family planning (rH/Fp) and other health products and services in developing countries. psp- One is led by abt associates inc. and implemented in collaboration with eight partners: Banyan global dillon, allman and partners, llC Family Health international Forum one Communications intraHealth international o’Hanlon Health Consulting population services international Tulane University school of public Health and Tropical medicine

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