Brazil will be the first country in the developing world where a major pharmaceutical company has the capability and desire to launch a dedicated EC product, Postinor-2, with a large-scale medical detailing, public relations, and direct-to-consumer (DTC) advertising campaign. Almost nothing is known about the impact of EC marketing strategies and communications activities in the developing world. The marketing program in Brazil is designed so that EC will contribute to, rather than detract from, family planning programs. Lessons learned from the Brazil experience will be of great value in answering several questions for programs in other developing countries: What is the impact of emergency contraception on reproductive health? What effect does it have on contraceptive prevalence? and Can it reduce abortion rates? The Uganda program is designed to address the concern that wide-scale introduction of emergency contraception today may lead to a decline in use of more reliable contraceptive methods -- particularly condoms. The program is test-marketing EC in two forms: one package contains EC (levonorgestrel .75 mg), information about how to use EC, and information about other contraceptive methods available in Uganda. The other package includes a package of three condoms. Stakeholders are highly supportive of the program, in part because the design addresses a concern that EC availability may cause a decline in barrier method use for STI/HIV prevention – especially among adolescents. The lessons learned from this project have considerable implications for EC introduction in areas where STI/HIV risk is high and barrier use a priority.
Learning Objectives: Participants will be able to list at least three differences between the marketing approaches for emergency contraception (EC) in Brazil and Uganda. They will recognize differences in packaging & product; sales & distribution; training; pricing; marketing & promotion; policy & politics; and research & evaluation. Participants will be able explain why the marketing approaches are different in Brazil and Uganda and apply the lessons to marketing EC in other countries. In particular, participants will recognize the implications of emergency contraception for contraceptive prevalence, abortion rates, and use of barrier methods
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.