Social Marketing: Leveraging the private sector to improve contraceptive access, choice, and use

Social marketing in family planning programs makes contraceptive products accessible and affordable through private-sector outlets, such as pharmacies and shops, while using commercial marketing techniques to achieve specific behavioral goals. This eight-page brief describes the three main social marketing models (NGO model, manufacturer's model, and hybrid models) and outlines key considerations that social marketing programs should take into account to ensure success.

Author

Ruth Berg and Susan Mitchell

Contributor

SHOPS Project

Published
January 2013
Resource Types
Brief
Technical Area
Pharmaceutical Partnerships and Social Marketing
Health Area
Family Planning
Keywords
reproductive health
social marketing
Current Downloads
119

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