Social marketing for a better world

Newsletter January 2011

Nanjing, China

Xiao Guo and his mother sell condoms to sex workers in China.

Xiao Guo and his mother sell condoms to sex workers in China.

In Nanjing, China, Xiao Guo and his mother Huang distribute DKT-China’s contraceptive products to sex workers.  DKT makes a 72-pack of condoms specifically for sex workers.  “There’s a good demand for DKT products from sex workers – these sales are much welcomed as many do not like going to drugstores,” Xiao reports.  His mother, who also works in the family business, says that “we are very comfortable with this market.  Our business is growing.  We started using bicycles to make deliveries and now we use motorcycles.  In a few months we plan to buy a car.  Our sales are going up and both we and the sex workers now have better lives.”

Mumbai, India

DKT conducts a community meeting on medical abortion in Madhya Pradesh.

DKT conducts a community meeting on medical abortion in Madhya Pradesh.

DKT-Mumbai achieved a great milestone in 2010, achieving 3.5 million Couple Years of Protection (CYPs) through its various programs.  A CYP is the supply of contraceptives or the provision of contraceptive services to protect one couple from pregnancy for one year.  Sales were boosted by mass media campaigns and by focusing on the community.  DKT held over 40 community meetings in Madhya Pradesh along with community meetings in West Bengal and the Northeast.  DKT boosted its marketing efforts through workshops with gynecologists and general practitioners.  It also advertised contraceptive products at professional conferences and in medical journals and trade publications.

Maputo, Mozambique

DKT is expanding its sale of contraceptives throughout Mozambique.

DKT is expanding its sale of contraceptives throughout Mozambique.

Increasing the contraceptive prevalence rate in Mozambique is a challenge.  DKT has been promoting condom sales in the hard-to-reach central and northern provinces and increasing sales efforts in Maputo with an additional van and two more salespeople. Television spots and Facebook have helped too, especially among urban youth.  However, Maputo’s roadside vendors – called barracas in Mozambique – continue to be the number one point-of-sales by total volume.  Out of 1,380 vendors of Prudence condoms in Maputo, 1,200 of them are barracas.  Despite their diminutive size, these shops sold 183,000 DKT condoms in November.

Cairo, Egypt

DKT-Egypt's monthly CYPs in 2009 (black) and 2010 (purple).

DKT-Egypt's monthly CYPs in 2009 (black) and 2010 (purple).

In November, DKT-Egypt sold almost 44,000 IUDs.  Due to the lack of contraceptive products and services in rural areas, small villages, and slums, DKT concentrated its marketing efforts on Upper Egypt, the Delta, and poor urban neighborhoods.  To boost IUD use, DKT is collaborating with other NGOs, the Egyptian Family Planning Association, the Cairo Family Planning Association, and public hospitals and clinics to broaden the variety of IUDs available to women.  DKT also began selling the original Cu375 Multiload IUD in pharmacies, which gives medical professionals more choices when it comes to prescribing contraceptives.

Addis Ababa, Ethiopia

DKT-Ethiopia's new Miso-Fem misoprostol cover package.

DKT-Ethiopia's new Miso-Fem misoprostol cover package.

DKT-Ethiopia has exceeded its three-year goal of selling 590,000 tablets of misoprostol, a drug used to treat post-partum hemorrhaging.  DKT registered misoprostol in October of 2010 and then undertook an energetic training and outreach campaign that included orientation sessions for healthcare personnel – physicians, nurses, midwives, and health officers – that reached over 500 people.  DKT also distributed over 8,000 brochures and produced a documentary film and a radio drama about misoprostol.  About half of the misoprostol tablets were sold to public facilities and the remainder were sold to NGOs for distribution.  During this same three-year period, DKT also exceeded its distribution targets for IUDs and medical abortion drugs.

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