5279.0: Wednesday, November 15, 2000 - Board 8

Abstract #11910

Innovative hotline/detailing programs in kazakstan

Tanya Tsybulskaya and Niranjala Kanesathasan. The Commercial Market Strategies Project, 1001 G street, NW suite 400W, Washington, DC 20001-4545

In order to increase contraceptive choice and availability, the SOMARC Project created the “Red Apple” family of products, supplied and marketed through the commercial / private sector. In March 1998, an innovative interpersonal communications approach was developed to encourage consumer use and provider supply of “Red Apple” products. A Consumer Information Hotline, staffed by trained medical personnel, provides accurate reproductive/maternal/child health information and refferals for callers from 10 cities.

The program reaches providers through “Red Apple” Detailing Visits conducted by hotline operators. These “detailers” provide one-on-one reproductive health technical updates and collect up-to-date product sales/marketing information from “Red Apple” retailers/pharmacies.

Results: In 1999, the hotline received an average of 1,350 calls and 1,750 questions per month. Operators referred 500 callers each month to pharmacies and clinics for products/services. Through detailing visits, the program has been able to ensure consistent product promotion and availability at 736 “Red Apple” pharmacies. This innovative program has resulted in increased product sales/use, especially for oral contraceptives and condoms.

Conclusions: Through hotline and detailing activities, the “Red Apple” program has been able to stimulate consumer use and commercial supply of contraceptive products. Information and referral services provide a crucial link between consumers and providers. Pharmaceutical manufacturers/retailers are now interested in supplying a wider range of health products/services.

Learning Objectives: To demonstrate how an innovative interpersonal communications program linking consumer hotlines and provider detailing can promote the supply and use of commercial reproductive health products

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

The 128th Annual Meeting of APHA