This document provides an overview of social marketing in health. It defines social marketing and compares it to commercial marketing. The document outlines the objectives, process, and key components of social marketing such as research, segmentation, strategies using the marketing mix. It provides examples of social marketing programs in India for family planning and discusses their achievements. The document also discusses ethics, barriers and the future of social marketing.

1. SOCIAL MARKETING
IN HEALTH
AMANDEEP KAUR
JUNIOR RESIDENT
DEPARTMENT OF COMMUNITY MEDICINE
PT. B.D. SHARMA PGIMS, ROHTAK

2. Page  2
CONTENTS
… DEFINITIONS
… COMMERCIAL VS. SOCIAL MARKETING
… OBJECTIVES AND GOALS OF SOCIAL
MARKETING
… SOCIAL MARKETING PROCESS
… SOCIAL MARKETING PROGRAMME IN INDIA
… ACHEIVEMENTS OF SMP IN INDIA
… SOCIAL MARKETING ETHICS
… BARRIERS
… THE FUTURE OF SOCIAL MARKETING

3. MARKETING
Definition:
– The management process responsible for identifying,
anticipating and satisfying customer requirements
profitably.
Page  3
Chartered Institute of Marketing
– The business activity of presenting products or
services to potential customers in such a way as to
make them eager to buy. It includes such matters as
the pricing and packaging of the product and the
creation of demand by advertising and sales
campaigns.
MSN, Encarta
Marketing is used to identify, satisfy, and keep the

4. Page  4
A MARKETING APPROACH
 The marketing approach starts with a basic
assumption,
“ if only we knew more about them”, instead of
“ if only they knew more about this”.
- Eric Young
Emphasizes interpretation of needs from the
customers’ viewpoint instead of making assumptions
about the customers needs.
Identify the unfelt need of the customer, make the
customer aware of the need, and satisfy the need more
efficiently than the competitors.

5. Page  5
SOCIAL MARKETING
Social marketing was "born" as a discipline in the
1970s, when Philip Kotler and Gerald Zaltman realized
that the same marketing principles that were being
used to sell products to consumers could be used to
"sell" ideas, attitudes and behaviours.
They defined it as
“ the design, implementation, and control of
programs aimed at increasing the acceptability of a
social idea or practice in one or more group of target
adopters.”
It combines traditional approaches to social change

6. Page  6
SOCIAL MARKETING
Andreasen, 1995, defined it as,
"the application of commercial marketing
technologies to the analysis, planning, execution, and
evaluation of programs designed to influence the
voluntary behaviour of target audiences in order to
improve their personal welfare and that of their society".
World Social Marketing Conference, 2007, defined it
as
“The adaptation and adoption of commercial
marketing activities, institutions and processes as a
means to introduce behavioural change on a temporary
or permanent basis”.

7. Page  7
COMMERCIAL VS. SOCIAL
FEATURE CMOMAMRERKCIEALT ING
MARKETING
SOCIAL MARKETING
Return the “return” is to the
shareholder
it is the society that benefits
Involvement The level of involvement for
the consumer is usually
much lower
The level of involvement for
the consumer is usually
much higher in social
marketing
Competition organizations working in the
same business are seen as
competitors
organizations with similar
goals are generally potential
allies
Timeframes timeframes are shorter timeframes are much longer
Nature of
offering
always positive in case in
commercial marketing
sometimes negatives also
Research research is not much hard
as compared to the social
Social marketing research is
far harder to do and must dig

8. SOCIAL MARKETING VS. ADVERTISING
SOCIAL
MARKETING
– Targets complex,
psychological
processes
– Tries to change deeply
held beliefs
– Requires sophisticated
research
– Needs emotional
“hook”
Page  8
ADVERTISING
– Target simpler, feel-good
behaviors (e.g.
purchasing)
– Fit into existing social
norms
– Research can be more
informal
– Simple slogans

9. In 1988, Craig Lefebvre and June Flora
introduced social marketing to the public health
community, and outlined its eight essential
components:
1. A consumer orientation to realize organizational (social) goals
2. An emphasis on the voluntary exchanges of goods and services
Page  9
between providers and consumers
3. Research in audience analysis and segmentation strategies
4. The use of formative research in product and message design and the
pretesting of these materials
5. An analysis of distribution (or communication) channels
6. Use of the marketing mix in intervention planning and implementation
7. A process tracking system with both integrative and control functions
8. A management process that involves problem analysis, planning,
implementation and feedback functions

10. Why is social marketing needed?
Methods traditionally used to deliver health products
and services in developing countries often do not reach
a large portion of the population, especially those at the
low end of the cash economy.
Commercial entities sell products at high prices
affordable only to a small portion of the population,
usually with little or no promotion.
Over-burdened public health systems generally do not
have enough outlets, and provide a free, generic
product or service that often is not valued by the
consumer.
Government ministries are limited in the type and
Page  10
nature of motivational campaigns they can undertake.

11. Why sell products rather than give them
away? When products are given away free, the recipient often
does not value them or even use them.
Equally important, selling products can tap the
resources of the local commercial infrastructure, which
is financially motivated to stock and sell the products.
This means that the products become available, not
just in a small number of public health clinics, but also
at thousands of pharmacies and other retail and NGO
outlets.
Those outside the cash economy will continue to use
the free products given away by public health clinics.
Page  11

12. OBJECTIVE OF SOCIAL MARKETING PROGRAM
 To promote the acceptability and adoption of socially beneficial,
voluntary health behaviour.
 To improve access to, and availability of a wide range of quality
health information, affordable products and services for the
rural, under-served, low-income and vulnerable populations.
 To adequately research the segmented market for
contraceptives and other products and services for basic and
essential health care, as well as consumer preferences in
respect of product attributes.
 To decentralise the social marketing programme.
To mainstream the coalition envisaged for private–NGO-public
partnership.
 To ensure the strengthening of logistics at state levels to enable
Page an  12
uninterrupted flow of products and services.

13. Page  13
GOALS
Social marketing seeks to impact personal
behavior by persuading target audiences to:
– Avoid risky practices (e.g., smoking)
– Discontinue antisocial actions (e.g., littering)
– Seek counseling
– Take preventive measures (e.g., safety belts)
– Join, give or organize for a specific cause

14. TYPES OF SOCIAL CHANGE BY TIME AND LEVEL OF
Page  14
SOCIETY
MICRO
LEVEL
(INDIVIDUAL
)
GROUP
LEVEL
(ORGANIZATI
ON)
MACRO
LEVEL
(SOCIETY)
SHORT-TERM
CHANGE
Behaviour
Change
Change in
Norms
(Administrativ
e
Change)
Policy
Change
LONG-TERM
CHANGE
Lifestyle
Change
Organizational
Change
Sociocultural
Evolution
Sidney Levy and Gerald Zaltman. 1975. Marketing, Society, and Conflict. Prentice Hall.

15. Page  15
CONTINUUM OF CHANGE
EDUCMATEICONHASNOICSIAMLS
MARKETING
LEGISLATI
TARGET
MARKET
Is prone to
behaviour
Is neither prone
resistant
Is actively
BENEFIT Are easily
and match the
interest of the
Can be
managing the
match self
Hard to
not match the
markets self
COMPETI
FOR THE
MESSAG
Minimal or non
existent
Active but Unmanageabl

16. Page  16
SOCIAL
MARKETING
PROCESS

17. Page  17
LOGICAL PLANNING
PROCESS
Consumer –oriented
research (key element)
Marketing analysis
Marketing
segmentation
Objective setting
Identification of
strategies and
approaches

18. STEPS INVOVLED
Analysis of social marketing environment
Research and selection of the target
population
Definition of the social marketing objective
Design of social marketing strategy
Implementation monitoring and evaluation of
the social marketing programme.
Page  18

19. SOCIAL MARKETING ENVIRONMENT
Constitutes the mega-forces and groups of people
that impinge upon the effectiveness of the programme
Identifies supporting and opposing factors
It provides:
Page  19
o Input for programme development
o Prognosis
o Guidance for making necessary changes to the
marketing strategy and to improve the
programme effectiveness.

20. RESEARCH & SELECTION OF TARGET
GROUPS
Define the target groups:
Page  20
 PRIMARY TARGET AUDIENCE
 SECONDARY TARGET AUDIENCE
SOCIAL MARKETING OBJECTIVE
Depending on the readiness of the target audience to
change, the social marketer can decide:
 The type of response sought
 The time that will be taken to elicit such a
response
 The measurement criteria for evaluating the

21. Page  21
SOCIAL MARKETING
STRATEGY THE FOUR P’s
PROD
UCT
MARKET
ING MIX
PRICE
PLAC
E
PROMOTI
ON

22. Page  22
SOCIAL MARKETING
STRATEGY ADDITIONAL P’s
PROD
UCT
MARKET
ING MIX
PRICE
PLAC
E
PURSE
STRINGS
PROMOTI
ON
PARTNERSHIP
PUBLIC
POLICY

23. Page  23
SIVA MODEL
This system is basically the four Ps renamed and
reworded to provide a customer focus.
The SIVA Model provides a demand/customer-centric
alternative to the well-known 4Ps
» Product → Solution
» Price → Value
» Place → Access
» Promotion → Information

24. THE EXCHANGE PRINCIPLE
Page  24
YOU GIVE ME
Rs 2.00/-
Embarassment
 Loss of pleasure
Money
 Time
Monetary discomfort
YOU GET
A CONDOM
– Protection against pregnancy
– Protection against STDs
– Peace of mind
– Sense of control
– Hope for future
AN IMMUNISATION
– Better health
– Avoidance of greater discomfort
(sickness)
– Ability to go to school, work, travel

25. Page  25
IMPLEMENTATION
ORGANISATIONAL
SUPPORT
• Allocation of
responsibilities with
defined reporting
protocols
• Levels involved:
1. Policy making/HQs level
2. Programme support/
regional level
3. Local or operational level
MONITORING
continuous process
• Overseeing
performance
• Comparing with
objectives to identify
deviations
• Initiating action to
correct deviation
• Ensure non-recurrence
in future
EVALUATION
To examine
efficiency &
effectiveness of
the programme
• Impact
evaluation
• Process
Evaluation

26. Page  27
SOCIAL MARKETING MODELS

27. Page  28

28. Page  29
EXAMPLES OF SOCIAL
MARKETING

29. Page  30
INCREASE IN CONDOM SALES

30. Page  31
EXAMPLES OF SOCIAL
MARKETING

31. Page  32
EXAMPLES OF SOCIAL
MARKETING

32. SMOKING RATE DECREASE IN NEWYORK
Page  33
CITY

33. Page  34
EXAMPLES OF SOCIAL
MARKETING

34. Page  35
SUCCESS STORIES
National High Blood Pressure Education Program,
1972 -1982
– Goal = get people to have blood pressure checked
– Results =
• By 1982, people who knew relationship between blood pressure &
stroke increased from 29% to 59%; and those who knew B.P. & heart
disease from 24% to 71%.
• By 1985, half of hypertensives had taken some action to control b.p.
(e.g., cutting salt, exercise, or losing weight).
• By 1988-91, 73% of hypertensives were taking action.
Click It or Ticket campaign: The result: a 10% surge in belt
use.
1% Or Less campaign: encouraged adults and children
older than age two to drink milk with a fat content of 1 percent
or less, instead of whole or 2 percent milk: whole milk
purchases dropped from 66% to 24% of overall sales, and that
the share of all low-fat milk sold had more than doubled. Overall

35. Page  36

36.  Andreasen (1995) has claimed that what is often called social
marketing is not really social marketing.
Programs that do not focus on consumer behaviour (i.e., that do
not create strategies with the consumer in mind), that do not
involve adequate market research (i.e. merely conducting a
focus group is not adequate market research), that do not
carefully segment the target audience, and that do not recognize
"competition," can not rightfully be called social marketing.
 A 3-month marketing campaign to encourage people to get a
H1N1 vaccine is more tactical in nature and should not be
considered social marketing. Whereas a campaign that
promotes and reminds people to get regular check-ups and all of
their vaccinations when they're supposed to encourages a long-term
Page  37
behaviour change that benefits society. It can therefore be
considered social marketing.

37. SOCIAL MARKETING
Page  38
PROGRAMME
IN INDIA

38. MARKET STRUCTURE IN INDIA
Page  39
TOTAL MARKET
COMMERCIAL
MARKET
SOCIAL
MARKETING
FREE
SUPPLY
IMPORTED
BRANDS
DOMESTIC
BRANDS
SMO
BRANDS
GoI
BRANDS

39. SOCIAL MARKETING PROGRAMME OF
Page  40
INDIA : MILESTONES
1968: Social Marketing was launched with 6 leading consumer
goods/oil companies with 3 lakh outlets, with area allotted to
each.
1977: Introduction of Trade Bonus Scheme for retailers on
purchase of condoms to encourage sale.
1983: Introduction of promotional incentive on sale of condoms
to SMOs instead of trade bonus on condoms.
1984: Lubricated Nirodh added on seeing consumer
preference and was named ‘Deluxe Nirodh’.
1987: A thinner variety, in multiple colours was added in the
name ‘Super Deluxe Nirodh’.
1987: Oral Pills – the social marketing programme was
extended to include Oral Contraceptive Pills with the brand
name- Mala-D.
1988: Voluntary Organizations included in SMP

40. 1991: Most of the Companies which had active participation
and wide outreach withdrew from Social Marketing programme
1991: Another low priced Govt. brand of condom to meet the
need of the poor section of the society, ‘New Lubricated Nirodh’,
introduced
1993-95: Number of organizations, namely, Hindustan Latex
Ltd., DKT, Parivar Kalyan Kendra, FPI etc. joined the
programme
1994: Revision of sale promotion incentive on condoms;
Introduction of sale promotion incentive on SMOs’ brands of
condoms also.
1995: Introduction of Centchroman, ‘Saheli’, through HLL
under social marketing, with Product & Promotional Subsidy
Page 1996:  41
Introduction of sale promotion incentive on oral pills.

41. The National Population Policy 2000 (NPP 2000)
recognises the immense potential of Social Marketing in
expanding the outreach and coverage of health care
products and services, and emphasises the need to
formulate and implement social marketing schemes for
Page  42
provisioning products and services, through
partnerships between the voluntary sector, non–
government organisations, the private corporate sector,
Government, Panchayati Raj Institutions and the
community.
"National Strategy for Social Marketing", [NSSM], 2001
in pursuance of the NPP 2000 develops a strategy for
the social marketing of products and services for
reproductive and child health (RCH) in India

42. Free distribution, Social Marketing, and Commercial
Marketing share the market.
Free supply was intended to address the unmet need
of 40% of the Indian population below poverty line
(BPL)
Social marketing focuses at the lower (20%), lower-middle
Page  43
(15%), and middle-middle (12%) income
brackets, for a 47% share of the Indian population
Commercial marketing targets an estimated 8% upper
middle class and 5% upper class, total of 13% share

43. STRATEGIES OF SMP IN INDIA
Expand Demand among Priority Target Groups
Expanding the Basket of Products in the SMP
 A Public – Private / NGO Partnership
Expand the market to reach rural areas and urban slums
Social Franchising of Health Care Services
 Align Government Subsidy to Programme Objectives
 Diversify sources of funding
 Institutional Mechanism for Running the Social Marketing
Programme
Improving Programme Management
 Allocation of Public Funds towards Area Projects
Page Social  44
Marketing Ethics

44. EXPAND DEMAND AMONG PRIORITY TARGET
Page  45
GROUPS
Generic Campaigns
Brand Advertising
Operational Strategies
» Develop Research Based Communication
Programme
» Assign Communication to Professional
Agencies
» Develop Generic Communication Packages
» Multi Media Delivery of Messages
» Innovative region specific campaigns
» Building local partnership for communication

45. Page  46

46. EXPANDING THE BASKET OF PRODUCTS IN THE
Page  47
SMP
Operational Strategies
» Provide multiple choices through multiple
products and services at multiple delivery points
» SMOs must diversify and introduce newer
products for basic and essential health care
» SMOs must ensure that appropriate training
and refresher courses for their retailers/vendors
» Ensure regular supplies
» SMOs must ensure that all prior clearances
from the office of the Drug Controller of India
have been duly obtained with current validity for
products not subsidised by government

47. Page  48

48. A PUBLIC – PRIVATE / NGO PARTNERSHIP
Operational Strategies
Page  49
» MoHFW will furnish district profiles to the
District Magistrates and District Medical Officers
updated once every year
» District Magistrates and Chief Medical Officers
must facilitate a dialogue with and between
potential partners
» Partners may need to develop district specific
strategies
» SMOs play a catalytic role in sustaining the
partnerships
» Non–overlapping concession areas awarded for
the marketing of public sector brands

49. EXPAND THE MARKET TO REACH RURAL AREAS
Page  50
AND URBAN SLUMS
Operational Strategies
» NGOs and social marketing organisations
should seek to develop public–NGO–private
partnerships for the delivery of health care
products and clinical and non–clinical services
through the existing and widespread public
health infra-structure
» Additional channels such as the ICDS program
could similarly be utilised
» Promotional programmes like folk theatre, video
vans, and sales booths could become a regular
feature of these partnerships, at well publicised
intervals, inclusive of provisioning for products
and services through the public health

50. Page  51

51. Page  52

52. Page  53

53. SOCIAL FRANCHISING OF HEALTH CARE SERVICES
Social franchising consists of developing networks of
private sector and NGO run clinics, contracted to offer
health information and counselling, health products,
and health care services
Social franchisee would be a private-NGO-public
partnership
Operational Strategies
Page  54
» Range of services
» Standards of Service
» Accreditation
» Scaling-up
» Contract out a Package for Essential Health
Care
» Finance private sector / NGO providers through

54. Page  55
EXAMPLES
THE "JANANI MODEL" IN INDIA
 In Bihar and Madhya Pradesh
 incorporated clinical services, and served rural areas, using private channels that already exist
 "butterfly centres" & "Surya clinics"
BLUE STAR PROGRAMME IN BANGLADESH
 Reproductive health products & services through graduate and
non-graduate doctors
 Health care products are provided to these franchisee
Networks at subsidized price
BLUE CIRCLE & GOLD CIRCLE PROGRAMME
IN INDONESIA
 Blue circle: indicates FP services and contraceptives (four kinds)
 Gold circle: sixteen choices of contraceptives

55. Page  56
GOVERNMENT SUBSIDY TO PROGRAMME
OBJECTIVES
Product subsidy: the difference between procurement cost of
the product and the issue price to the SMOs
Promotional subsidy: to pursue promotional activities,
pegged upon the sales achieved
Packaging subsidy: for those SMOs who market their own
brands, since they supply the packaging materials to the
manufacturer
Operational Strategies
» Tax incentives will be evolved for fast moving consumer
goods (FMCG) companies
» Government will introduce a performance related
subsidy, and develop an appropriate formula to
determine the cost per couple year of protection (CYP)
» The new entrants in SMP will be offered brands with low
subsidy component

56. Page  57
DIVERSIFY SOURCES OF FUNDING
GoI will continue to provide financial support to SMPs
Additional resources mobilised from:
– Multilateral development banks,
– Bilateral and other development organisations
–Global foundations
– The private corporate sector
–Other related programs and organisations, such
as National AIDS Control Organisation (NACO)

57. Page  58

58. A promotional incentive provided to the SMOs
Page  59
» 10 paise per condom sold for Deluxe and Super Deluxe
varieties, and
» 3 paise per condom sold for New Lubricated variety
Deluxe Nirodh is also sold by State AIDS Control Societies
through their NGOs net work.
The names of manufacturers:
» Hindustan Latex Ltd
» TTK LIG
» Polar Latex Ltd.
» J.K. Ansell

59. Page  60

60. INSTITUTIONAL MECHANISM FOR RUNNING
Page  61
SOCIAL MARKETING PROGRAMME
Secretariat coordinated by UNFPA within the
Consortium.
Consortium on Social Marketing: A mechanism for
stakeholder involvement in decision-making and for
transparency.
A dedicated Social Marketing Unit within MoHFW for
performing the role of facilitator.
Technical Support Group: A TSG contracted by Social
Marketing Unit, within the MoHFW, for providing
needed technical inputs in programme management,
and advising the Secretariat and the Consortium

61. Page  62
IMPROVING PROGRAMME MANAGEMENT
Participation in the Social Marketing Programme: based
on pre-defined criteria, carefully documented, and reviewed
each year
Programme Management:
» memorandum of understanding (MOU) with details like
price range
» SMOs to furnish reports at regular and pre-determined
intervals
» External assessment twice a year
Product Management:
» Branding: promotes market segmentation and image
building, which enhances demand
» Quality assurance: an inter-laboratory calibration
mechanism set up at the Nodal GOI laboratory for
testing
» Product pricing: an appropriate structure of margins in

62. Page  63
ALLOCATION OF PUBLIC FUNDS
TOWARDS AREA PROJECTS
The Secretariat for the administration of the SMP:
identifies areas of need in all parts of the country, and
invites plans from the stakeholders for addressing the
need through the special projects.
Funding support for this component is over and above
the funds earmarked for normal social marketing
operations.
Social Marketing endeavours were initiated in six
States- Madhya Pradesh, Haryana, Andhra Pradesh,
Bihar, Jharkhand and Orissa.

63. Page  64
AREA PROJECTS
Swastha Gram Pariyojana: In 1998-99, the Department of
Family Welfare sanctioned a pilot project to M/s. Hindustan
Latex Family Planning Promotion Trust, Thiruvananthapuram
HLFPPT) of HLL, for strengthening Social Marketing of
Contraceptives programme. The project has been implemented
in three districts of Madhya Pradesh viz., Gwalior, Bhind and
Morena. This has been extended up to 31.3.2001 with inclusion
of two more adjacent districts namely; Shivpuri and Datia.
Sukha Parivaram: Third project was launched in Andhra
Pradesh in Feb., 2000 by M/s. Hindustan Latex Family Planning
Promotion Trust, Thiruvananthapuram (HLFPPT) of HLL, with
the funding from European Commission, at a total cost of Rs.
4.66 crores for a period of three years. For social marketing
brands of contraceptives, sanitary napkins, ORS through
unemployed, educated and mobile rural youth, supported by a

64. Page  65
AREA PROJECTS
Western - U.P Project: increase the number of villages
having access to subsidized and fully priced contraceptives
(condoms and pills) and other health care products like ORS
(WHO formula), IFA tablets and DDKs, and to increase the
number of outlets selling condoms, pills and RCH products
Mobile Health Clinic Project: to ensure that the health
services are able to reach the remote, inaccessible and
underserved areas
Community based distribution of Contraceptives
project - Bihar, Jharkhand and Orissa: implemented in
close co-ordination with the existing health service delivery
systems. The Anganwadi workers of the ICDS programme form

65. Page  66
AREA PROJECTS
The TSG for the AVERT project, Maharashtra: set up in
Mumbai under a bilateral agreement between India and the
United States. Avert Project is a 41.2 million dollar programme
for prevention and control of HIV/AIDS in the state of
Maharashtra.
Another area project on Social Marketing sanctioned
to the Society for Woman and Child Health in Haryana,
was launched in the districts of Ambala, Kurukshetra,
Panchkula and Yamuna Nagar in April, 2000 for four
years at a total cost of 1.32 crores.

66. SOCIAL MARKETING OF MCH PRODUCTS
Started in October 2002:
Social Marketing of condoms under the brand name Masti,
being supported by behaviour change communication through
television in UP, Uttarakhand and hoardings in Jharkhand.
Social marketing of OCPs under the brand name Pearl
promoted through generic behaviour change communication
campaigns on television; bolstered via the distribution of flyers
addressing common myths regarding side effects of OCP
consumption.
Social marketing of ORS under the brand name Neotral
supported by intensive meetings among groups of 18-20 private
health providers, called “Saadhan Baithaks”. Providers are
educated on the issues of diarrhoea, risks of dehydration, and
use of ORT/ORS. The meetings are followed up with
Page information  67
on PSI brands, and flyers distributed to providers for
inter-personal communication with clients.

67. SOCIAL MARKETING OF MCH PRODUCTS
Social marketing of IFA tablets under the brand name Vitalet-preg
Page  68
promoted through “Saadhan Baithaks”. The health
providers were oriented on the effects of anaemia on women’s
health and pregnancy outcomes. Flyers were given to these
health providers for explaining the issues of anaemia and
importance of IFA tablets during pregnancy.
Newborn brand Clean Delivery Kits (CDK) were being sold in
selected district of Uttar Pradesh and Jharkhand.
– In UP the product was promoted through radio communication campaign,
hoardings at grocery shops in villages and demo stalls at community
conglomeration points. Traditional Births Attendants (TBAs) were being
involved as ‘brand ambassadors’ for CDKs. The TBAs were oriented in a
group of 15-20 on the issues of clean delivery and along with product
demonstration. They were also informed about the nearby outlets where
CDKs were available.
– In Jharkhand, a partner NGO was making CDKs available through TBAs
and through nine outreach clinics where pregnant women come for

68. SOCIAL MARKETING OF MCH PRODUCTS
Social marketing of water disinfectant under the brand name
Safe-wat piloted in two districts of Uttaranchal.
– Three programmatic approaches adopted for Safe-wat:
Page  69
» community based approach for hygiene and sanitation
education and product information,
» health provider network for IPC on hygiene/ sanitation
and its impact on child health and
» trade approach through which product made available.

69. Page  70
ACHIEVEMENTS

70. Percent of currently married women
Page  71
TRENDS IN KNOWLEDGE OF
MODERN CONTRACEPTIVE
METHODS
61 58
66
85
95
71 71
80
89
98
74 76
87
83
98
Female
sterilization
Male
sterilization
Pill IUD Condom/
Nirodh
NFHS-1 NFHS-2 NFHS-3

71. Page  72

72. Page  73

73. 1000
900
800
700
600
500
400
300
200
100
Page  74
DISTRIBUTION OF CONDOMS
891.22
741.7
685.85 674.7
624.36627.42
733
891.42
162.92
263.25
324.42348.74
477.74465.43438.79
513.77
0
IN MILLION PIECES
FISCAL YEAR
Free Supply
Social
Marketing

74. 700
600
500
400
300
200
100
Page  75
DISTRIBUTION OF ORAL PILLS
411.2 397.94
467.1 452.32
488.98
554.39
528.54
574.31
146.8 162.42
228.4
255.08
349.03331.91
403.32
477.51
0
IN LAKH CYCLES
FISCAL YEAR
Free Supply
Social Marketing

75. 160
140
120
100
80
60
40
20
Page  76
SALE OF ‘SAHELI’
44.17
62.05
94.06
Centchroman(Saheli)
87.7
56.83
63.98
129.6
135.58
0
IN LAKH TABLETS
FISCAL YEAR
Centchroman(Saheli)

76. Socially marketed
Socially marketed
Page  77
USE OF SOCIAL MARKETING
BRANDS
13
14
42
36
13
27
32
23
PILL USERS
Free
Fully priced
Unknown
CONDOM
USERS
(Men’s report)
Free
Fully priced
Unknown
Percent
Percentage of men age 15-49

77. Page  78
SOCIAL MARKETING ETHICS
Be truthful, fair and balanced
 Protect privacy
 Don’t model inappropriate behavior
 Don’t be offensive
Do more good than harm
Favor free choice
Evaluate marketing within a broader context of behavior
management
Select marketing tactics that fit marketing philosophy
Evaluate ethicality if policy before agreeing to develop strategy
Seek permission to enter and address targeted social issues
Be certain to understand culture, values and norms
Ensure there will be responsible participation who can be held
accountable for changes

78. Page  79
BARRIERS
Potential of social marketing unappreciated
The consumer base is very heterogeneous,
customization of products for so many segments and
mini segments is virtually impossible
Media is privately owned; airtime is expensive
Social marketing is often done poorly; it is NOT the
same as advertising
Products are often the result of scientific research and
hence cannot be varied easily
Policy decisions at local, national and international
levels often guide the product strategy and hence the
product cannot be easily changed

79. THE FUTURE OF SOCIAL MARKETING
Public health offers to social marketing the challenge of a
research and policy agenda that still needs to be addressed
fully; AND Social marketing stretches public health in at least
two important directions:
1) it calls attention to the need to learn how to identify fruitful
Page  80
areas for using social marketing strategies
2) challenges health specialists to think in new ways about
consumers and product design
Entering the marketing world requires abandoning the expert’s
mind-set that the product is intrinsically good, so that if it fails to
sell, the defect must reside in uninformed or unmotivated
consumers
 A marketing approach demands attention to the cultural
appropriateness, adequacy, and accessibility of initiatives as
they are being designed, rather than having to retrofit them after

80. Social marketing perspective on health raises the possibility that
a number of the perennially frustrating health problems society
continues to confront-the inadequate reach of prenatal care,
immunization, and other public health services; and the
intractability of risk behaviour leading to the spread of HIV,
substance abuse, teenage pregnancy, and violent injury-can be
radically rethought and more effectively addressed.
These approaches will enable individuals and communities to
gain greater control over their health and the quality of their
lives.
 Program administrators, health educators, and other program
planners need to be trained in social marketing to enable them
to imbue public health organizations with a marketing mind-set.
Schools of public health offer a concentration in social
Page  81
marketing, and some provide a complete course on the topic.

81. In 2005, University of Stirling was the first university
to open a dedicated research institute to Social
Marketing,
In 2007, Middlesex University became the first
university to offer a
specialized postgraduate programme in Health &
Social Marketing
Page  82

82. Page  83
REFERENCES
http://mohfw.nic.in/dofw -National Strategy For
Social Marketing: DRAFT (November 2001)
Marketing for Public Health Programmes, by
A.D.Madhavi Ganju and Ram Prasad – The Journal
of family Welfare, Vol.50, No.1, June 2004
What is Social Marketing? by Nedra Kline Weinreich
Projects contracted and managed by HLFPPT
http://www.lifecarehll.com
Ethics in Social Marketing by Alan R. Andreasen –
SMQ/Vol. VII/No.4/Winter 2001

83. Page  84
THANK YOU