Framework for the Social Marketing of Clinical Preventive Services in Nigeria

Abstract

Non-communicable diseases are now very prevalent in Nigeria, but the uptake of clinical preventive services (CPS) that have been shown to be very effective in their control has been very poor, even among those that greatly need the services. There is therefore the need to make extra effort to improve the uptake. We therefore propose a framework for the social marketing of CPS, to help increase the uptake of the services in Nigeria. The framework was created with data collected from libraries, electronic databases, and personal communications, which were used to gain an in-depth understanding of the clients; and to create a “marketing mix” of product, price, promotion, and place, for the social marketing project. The CPS was consequently packaged and branded as a single product, to be delivered in one service point, to make for easier access to clients; to be offered at subsidized price, to ensure its affordability to most Nigerians; to be promoted with messages that emphasize the immediate benefits of the services, even as the long term goal is a long and healthy life; and designed to be provided as close as possible to where people live and work, not only in health facilities, but also in community events and facilities. We believe that the use of this framework for the social marketing of CPS would result in a significant uptake of the services in Nigeria.