Commercial distribution of contraceptives in beveloping countries: Past, present, and future

Abstract

The history of the marketing of contraceptives can be divided into 3 periods: the Prehistoric Era (period to the end of World War 2) the Pre-Modern Era (1945-1960) and the Modern Era (1960 on). Much of the marketing of contraceptives has been in a restricted market due to restrictive legislation or moral attitudes. The first 2 periods saw condoms selling at the same rate as the total of all other traditional contraceptives (diaphragms jelly creams vaginal tablets and suppositories). This emphasis on condoms was probably due to sales in nonmedical locations (e.g. stores and vending machines) the profit motive and the introduction of condoms by the Armed Forces for the prevention of disease. Total dollar sales of all contraceptives in 1945 was estimated at $20 million; only the U.S. and Britain were major producers. Sales in 1960 for all contraceptives were estimated at $300 million with another $300 million in the rest of the world; in this second period many other nations were now producing contraceptives. The Modern Era (January 1968) found over 6 million users of oral contraceptives in the U.S. and 7 million in the rest of the world. Most women using oral contraceptives lived in the developed countries but developing nations were catching up. The governments of developing countries should take some of the following measures: 1) encourage marketing and advertising of contraceptives; 2) remove or lower custom duties tariffs and restrictive legislation on contraceptives; 3) encourage the private sector to conduct marketing campaigns as an adjunct to the national family planning program; and 4) promote the use of incentives to satisfied acceptors to attract further acceptors. Producers and manufacturers must then be more active and persuasive in making their products visible by supporting public media presentations.