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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Saifullah Khan, Marketing, Futures Group Europe, 2-B, Margalla Road, F-7/3, Islamabad, 44000, Pakistan and Reed Ramlow, The Futures Group International, 1050 17th St, NW, Suite 1000, Washington, DC 20036, 202-775-9680, saifullah_khan98@yahoo.com.
This paper presents a case study of one local, private, commercial company's decision to invest its own resources in the national family planning effort. In January 2000 Zafa Pharmaceutical launched Key Famila 28. The successful introduction of this product has demonstrated that:
· private companies can succeed in serving the country's need for high quality, affordable contraceptives; · risks of private investments can be managed through public/private partnerships; · economic development can be encouraged; · financial sustainability can be rapidly achieved; and · a partnership with the public sector (through social marketing) is an important part of ensuring success
The private commercial sector can play an important and expanding role in contraceptive service delivery while significantly reducing the financial burden of the public sector. Key Social Marketing has been successful in encouraging new investments by demonstrating the viability of private investments and assisting in market development and demand creation. In the short term this assistance should produce a medium and long-term sustainable effort. All costs will be fully covered, the producer will receive a profit, and the consumer will receive a consistent supply of high quality, affordable product that is widely available.
Learning Objectives:
Keywords: Management and Sustainability, Reproductive Health
Related Web page: www.key.org.pk
Presenting author's disclosure statement:
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.