Strategies - Social Marketing
Social marketing is an effective means of increasing access and affordability of quality contraceptive products by leveraging traditional and non-traditional outlets, community volunteers, and private doctors/clinics. Social marketing involves the systematic application of commercial marketing and sales concepts and techniques to achieve a specific behavioral goal that contributes to social benefits, such as better health. Most successful contraceptive social marketing (CSM) programs include high-quality training of health providers and lower-priced products that improve affordable access. Social marketers strive to increase the total number of contraceptive users by reaching market segments that cannot afford the products for regular use. The distinguishing feature of social marketing is its focus on social good as the primary outcome.
Hindustan Latex Family Planning Promotion Trust (HLFPPT) is responsible for implementing the UHI social marketing strategy in partnership with local NGOs and retailers. HLFPPT products Delux Nirodh and Rakshak condoms and Mala-D pills are being promoted through brand promotion and other activities with the goal of placing these products with current and new traditional and non-traditional retail outlets.