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Contraceptive social marketing and community-based distribution systems in Colombia

Vernon, R.; Ojeda, G.; Townsend, M.C.

Studies in Family Planning 19(6 Pt 1): 354-360

1988

ISSN/ISBN: 0039-3665
PMID: 3232165
DOI: 10.2307/1966629
Document Number: 335921
Two main alternatives to clinic-based service delivery are frequently used in developing countries to increase contraceptive use: community-based distribution (CBD) aimed at promoting contraceptive use in rural and semi-rural areas, and contraceptive social marketing (CSM). Three operations research experiments were carried out in three provinces of Colombia to improve the cost-effectiveness of Profamilia's non clinic-based programmes. The experiments tested: (a) whether a CSM strategy can replace a CBD programme in a high contraceptive use area; (b) if wage incentives for salaried CBD instructors will increase contraceptive sales; and (c) whether a specially equipped information, education, and communication team can replace a cadre of rural promoters to expand family planning coverage. All three strategies proved to be effective, but only the CSM system yielded a profit. Despite this, Profamilia discontinued its CSM programme soon after the experiment was completed. Unexpected government controls regulating the price and sale of contraceptives in Colombia made the programme unprofitable. As a result, family planning agencies are cautioned against replacing CBD programmes with CSM. Instead, CBD programmes might adopt a more commercial approach to become more efficient.

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Vernon, R.; Ojeda, G.; Townsend, M.C. 1988: Contraceptive social marketing and community-based distribution systems in Colombia Studies in Family Planning 19(6 Pt 1): 354-360
Vernon, R.; Ojeda, G.; Townsend, M.C. 1988: Contraceptive social marketing and community-based distribution systems in Colombia Studies in Family Planning 19(6 Pt 1): 354-360
Black, T.R. 1976: Community-based distribution: the distributive potential and economics of a social marketing approach to family planning Proceedings of the Royal Society of London. Series B Biological Sciences 195(1118): 199-212
Black, T.R. 1976: Community-based distribution: the distributive potential and economics of a social marketing approach to family planning Proceedings of the Royal Society of London. Series B Biological Sciences 195(1118): 199-212
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Farris, K.B.; Aquilino, M.L.; Batra, P.; Marshall, V.; Losch, M.E. 2015: Impact of a passive social marketing intervention in community pharmacies on oral contraceptive and condom sales: a quasi-experimental study Bmc Public Health 15: 143
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Gaglio, G. 2010: Le marketing au concret Le cas du drame social du travail des chargés d'études marketing en grandes entreprises - Marketing looked at concretely. The case of the social drama of work of marketing studies experts in large companies Recherches Sociologiques et Anthropologiques 41(1): 125-141
Gaglio, G. 2010: Le marketing au concret Le cas du drame social du travail des chargés d'études marketing en grandes entreprises - Marketing looked at concretely. The case of the social drama of work of marketing studies experts in large companies Recherches Sociologiques et Anthropologiques 41(1): 125-141
Gaglio, G. 2010: Le marketing au concret Le cas du drame social du travail des chargés d'études marketing en grandes entreprises - Marketing looked at concretely. The case of the social drama of work of marketing studies experts in large companies Recherches Sociologiques et Anthropologiques 41(1): 125-141
Gaglio, G. 2010: Le marketing au concret Le cas du drame social du travail des chargés d'études marketing en grandes entreprises - Marketing looked at concretely. The case of the social drama of work of marketing studies experts in large companies Recherches Sociologiques et Anthropologiques 41(1): 125-141
Gaglio, G. 2010: Le marketing au concret Le cas du drame social du travail des chargés d'études marketing en grandes entreprises - Marketing looked at concretely. The case of the social drama of work of marketing studies experts in large companies Recherches Sociologiques et Anthropologiques 41(1): 125-141
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Black, T. 1996: Contraceptive social marketing Africa Health 18(3): 22-23
Black, T. 1996: Contraceptive social marketing Africa Health 18(3): 22-23
Black, T. 1996: Contraceptive social marketing Africa Health 18(3): 22-23