Pharmaceutical Partnerships and Social Marketing

Affordable public health products are not always available to lower income and at-risk population groups. Worldwide, it often takes pharmaceutical partnerships and social marketing programs to increase both access to and demand for products such as contraceptives, oral rehydration salts, and pediatric zinc.

SHOPS Plus works to increase the availability and affordability of high quality health products by: 

  • Partnering with commercial manufacturers, distributors, and retailers
  • Changing consumer and provider behavior
  • Strengthening existing local social marketing programs
  • Addressing regulatory barriers
  • Conducting market research, market segmentation analyses, and tracking activities such as retail audits and mystery client surveys

Our partners include international and local R&D and generic drug manufacturers, country-based distributors, advertising agencies, social marketing organizations, and professional associations.

Examples of our work
In Haiti, SHOPS Plus is implementing a comprehensive social marketing program focused on family planning, child health, and household water treatment. The program includes brand creation, demand generation, and distribution to retail outlets.

In Nigeria, SHOPS Plus is partnering with local pharmaceutical companies and distributors to ensure wide spread distribution of zinc and low osmolarity ORS through proprietary patent medicine vendors in Benue and Kebbi states. To increase awareness and correct diarrhea treatment, the project is implementing a mass media campaign in two languages via radio using adapted behavior change communication materials. The campaign targets community- and faith-based organizations and NGOs.

Countries: Haiti, India, Nepal, Nigeria, Senegal



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.