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Roll Nos. 53, 76
Social Marketing applies commercial
marketing skills and technologies to the
analysis, planning, execution and evaluation
...
1. To increase the number of outlets of services
or products such as condoms, oral pills,
ORS, MTP and CUT.
2. To improve ...
SMP techniques are used to promote the
products and services of family welfare.
Apart from this, the SMPs are also
used to...
 The SMP ensures consumer consultation about the product
and services suiting to his/her need.
 It analyses the needs of...
 In conclusion, it is the precise delivery of
precise product and services, precise data, to
precise client, at the preci...
Planning of SMP requires a consumer focus
by addressing the different elements of the
“marketing mix”, i.e.
the concept of...
People must perceive the problem and need of
contraception. The SMP analyses such needs
and perception of clients and ther...
Price of product should be affordable by
the poor and also both in rural and
urban setups.
Place of selling or outlet of products must
be identified and known to people.
It should be through Mahila
Swasthya Sangh ...
Promotion of sale of products is through
mass media, advertisements, publicity and
interpersonal communication.
The focus ...
The partnership in SMP under RCH is
essential as no single agency in a diverse
country like India can provide or make
impa...
The government policy must encourage and
support the SMP to sustain the practice or
behavior initiated by SMP.
1. The social mrktng of condoms increased from
16million pieces in 1968-69 to 755.89 million
in 2005-06.
2. The social mrk...
4. SMP has helped to change the choices and
options within each product for the consumer.
5. The brand name “NIRODH” (GOI-...
1. Maximal use of public health infrastructure in
rural and urban areas.
2. Expand the basket of products.
3. Enhance part...
5. Promote Information Education and
Communication for SMP.
6. The overall thrust of SMP is to accelerate
achievements of ...
Social marketing in health and family welfare
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Social marketing in health and family welfare

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SOCIAL MARKETING IN HEALTH AND FAMILY WELFARE BY STUDENTS OF AIMSR

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Social marketing in health and family welfare

  1. 1. Roll Nos. 53, 76
  2. 2. Social Marketing applies commercial marketing skills and technologies to the analysis, planning, execution and evaluation of programmes designed to influence the voluntary behaviour of target groups in order to improve their personal well-being and that of their society
  3. 3. 1. To increase the number of outlets of services or products such as condoms, oral pills, ORS, MTP and CUT. 2. To improve the quality of services and products. 3. To involve or enhance partnership btw govt and private sector 4. To improve the access to services of family welfare
  4. 4. SMP techniques are used to promote the products and services of family welfare. Apart from this, the SMPs are also used to change the attitude and behaviour in areas like smoking, use of seatbelts, drug abuse, heart ds and other chronic diseases associated with lifestyles.
  5. 5.  The SMP ensures consumer consultation about the product and services suiting to his/her need.  It analyses the needs of consumers, their felt needs, likes and dislikes and satisfaction levels.  This “consumer consultation” is called feeding forward by Manoff.  The view point and concern of clients is ascertained through various techniques such as focus groups, discussions, interviews and surveys.
  6. 6.  In conclusion, it is the precise delivery of precise product and services, precise data, to precise client, at the precise time of their precise need.  This is Social Mkting’s primary tactic.  Its primary focus is on the consumer- on learning what people want and need in terms of social behaviour and services.
  7. 7. Planning of SMP requires a consumer focus by addressing the different elements of the “marketing mix”, i.e. the concept of product, its price, distribution place, its promotion, partnership and policy environment.
  8. 8. People must perceive the problem and need of contraception. The SMP analyses such needs and perception of clients and thereafter SMP for RCH provides a diverse range of products such as condoms, oral pills and services such as MTP and to practices such as breastfeeding, ORT.
  9. 9. Price of product should be affordable by the poor and also both in rural and urban setups.
  10. 10. Place of selling or outlet of products must be identified and known to people. It should be through Mahila Swasthya Sangh in RCH or through women’s organization or through grocery shops or a pharmacy or chemist.
  11. 11. Promotion of sale of products is through mass media, advertisements, publicity and interpersonal communication. The focus is to create sustained demand.
  12. 12. The partnership in SMP under RCH is essential as no single agency in a diverse country like India can provide or make impact. Key partnership btw private sector, NGOs, and govt is essential
  13. 13. The government policy must encourage and support the SMP to sustain the practice or behavior initiated by SMP.
  14. 14. 1. The social mrktng of condoms increased from 16million pieces in 1968-69 to 755.89 million in 2005-06. 2. The social mrktng of OCPs increased from 7.24 lakh cycles in 1987-88 to 406.93 lakh cycles in 2005-06. 3. Introduction of SMP has increased awareness regarding condoms and OCPs and is reflected in declining total fertility rate.
  15. 15. 4. SMP has helped to change the choices and options within each product for the consumer. 5. The brand name “NIRODH” (GOI-owned brand) also distributed through social mrktng has become generic name for condom in India.
  16. 16. 1. Maximal use of public health infrastructure in rural and urban areas. 2. Expand the basket of products. 3. Enhance partnership btw private, NGO and govt for SMP products. 4. Introduce services: Social franchises: In India, pvt sector provides higher profit curative services only. Motivate this sector to support national health goals and provide preventive services to weaker sections at affordable cost.
  17. 17. 5. Promote Information Education and Communication for SMP. 6. The overall thrust of SMP is to accelerate achievements of socio-demographic goals of National Population Policy NPP-2000.

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