Social Marketing: Leveraging the Private Sector to Improve Contraceptive Access, Choice, and Use
This document outlines social marketing as a tactic to promote and increase demand/access to family planning, maternal, newborn and child health and malaria products by using a network of commercial and non-governmental sector outlets, such as pharmacies, shops, community-based distributors, private health care providers/outlets, kiosks, and community health workers.
Together, the public and private distribution systems provide more extensive access and population coverage than the public sector can provide alone. Various social marketing models are outlined along with practical recommendations/tips.
Last modified: July 23, 2021