Marketing of Family Planning

• "Social marketing is the application of

proven concepts and techniques drawn
from the commercial sector to promote
changes in diverse socially important
behaviors, such as drug use, smoking,
sexual behavior, family planning and child
care."
Family Planning
 Family Planning
Some Facts:
 In 1952, the Indian Government was one of the first in the
world to formulate a national family planning programme.
 currently, India’s annual population growth rate is 1.74 %
 India is the second most populous country in the world
contributing about 20% of births worldwide.
 The 8 th five year plan (1992-97), the government
identified “human development” as its main focus with
health and population stabilization.
 Some Facts
 1992: The 72nd and 73rd Constitutional amendments and the
panchayati Raj and Nagar palika Act decentralized the family
planning programme to the panchayati Raj Institutions.
 1994: Legislation was passed in parliament to regulate and
prevent the misuse of modern prenatal diagnostic techniques,
largely for sex-selective abortion.
 1997: The Reproductive and Child Health(RCH) programme was
launched,which espouses the principles client satisfaction in
delivering comprehensive and integrated high quality health
services.
 2000: The National Population Policy advocated a holistic,
multisectoral approach towards population stabilization.
Contraceptive Method Use by Married Women in India, 2000

2% 2% 2% Not using any method

3% Female Sterilization
5% Any traditional or natural
method
52% Condom
Pill
34% Male Sterilization
IUD
 Hurdles in Family Planning
uate n d e n ce on So
deq edge De p e ector Prefe n
l ic S renc
Ina owl Pu b e
Kn
Options
Limited

Early
Marriag
e
Rationale Behind Marketing Family Planning

1. Pro-segment Service Mix

2. Cost Effective
3. Making Possible Creativity in
Promotion
4. Time Honoured Implementation of
Programme
5. Contraction in the Distribution Process
Outdoor Advertising
Service Mix Family Planning
 Promoting Family Planning
PERSONAL Word-of-mouth
Intra-spouse-
communication
Care workers Medical
Personnel
Promo Peripheral workers
Motiv
ting Social Organizations
Primary Health ating
Family Political organizations
Centres, Maternity the
Planni NSS team, NCC Team, Homes,Dispenserie Target
ng Scout Team s, Hospital, Rural Users
Centres

NON- Adnertising
PERSONAL
Publicity
Incentives
to
Service Personnel
Promotion Incentives
to Users
 Motivating Rural Prospects
Financial
Incentives Rural
while oriented
adopting Ads
Subsidies Target
in farm Motivation Rural
inputs by Users of Prospect
same village s
Free
Education Motivati
to two on by
children
core and
More peripher
Support al
through
PDS
workers
Motivational Plans to Promote Family
Planning

China Model
Distributing The family Planning Services

1. Training of Medical Teachers

2. Training of Medical officers of primary health Centres
3. Training for preparation of Training Manuals
4. Training of Community Health Workers
5. Training of Health workers and supervisors
6. Training of Dais
7. Training for Population Education
8. Training for Opinion Leaders of Voluntary
Organizations.
 Challenges and Opportunities
1. Socio-economic constraints.
2. Programmatic constraints
3. Limited awareness of reversible
methods
4. Staff shortages and limitations
5. Limited access to quality health
services.
Strategic Marketing ….as a
Marketing
Student…..????????