Social marketing -- playing an important role in public health
Social Marketing Update 1(4): 3
1997
ISSN/ISBN: 0882-3510 PMID: 12348038 Document Number: 268760
Over the past few years, social marketing has grown dramatically in importance throughout the world for its comprehensive approach of creating both demand and supply for essential health products for maternal and child health, AIDS prevention, and family planning for lower-income families in developing countries. The Society for Family Health (SFH) utilizes the techniques of social marketing to serve the health needs of Zambia. Social marketing involves the marketing of health products at affordable prices utilizing the existing wholesale and retail infrastructure. In this manner, health products can be accessed at thousands of outlets, and not just in clinics and hospitals, by encouraging clients who can afford to pay small amounts to obtain contraceptives from nearby chemists, private clinics, and other outlets at affordable prices. In this way, the activities carried out by SFH complement the programs of the Ministry of Health. A key ingredient of social marketing is the implementation of information, education, and communication (IEC) campaigns that motivate behavioral change. Hence, by the use of attractive packaging, persuasive communication, and the promise of high-quality contraceptives at an affordable price, social marketing encourages contraceptive usage. Therefore, social marketing creates demand for essential health products while ensuring their constant availability at affordable prices.