Marketing techniques can make significant contributions to developing and managing family planning programs especially because many of the problems inhibiting program success have marketing components. Some shortcomings of traditional programs include the unpleasant clinic atmosphere limited motivational efforts inconvenient clinic hours lack of method choice and low priority of family planning. The commercial distribution of contraception has great potential for even in remote areas of developing countries there already exists a distribution network. Marketing principals can be used in the advertising and promotion of family planning. Research and evaluation of family planning programs can be better facilitated through the use of standard market research methods. Examples of current projects utilizing marketing procedures include the Indian Niordh project and programs in Panama Ghana Kenya and Jamaica. Since the commerical sector distributes more contraceptives than any other sector at present family planning administrators should take advantage of the even greater opportunities it offers using marketing principals and techniques.
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