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[ Recorded presentation ] Recorded presentation

Social marketing in Bangladesh: Is it time for a shift?

Sarah Alkenbrack, MPH1, Courtney Bickert, MBA2, and Margaret Rowan, MPH, CPA2. (1) Futures Group International, Constella Group, 1 Thomas Circle, NW, Suite 200, Washington, DC 20005, 202-777-9727, salkenbrack@futuresgroup.com, (2) Futures Group International, Constella Group, 1 Thomas Circle, NW, Suite 200, Washington, DC 20005

The social marketing program in Bangladesh is a world renowned success story in the field of family planning. In the 1990s, a supportive policy environment enabled the Social Marketing Company (SMC) to engage in awareness-raising activities, and to brand and distribute contraceptives, thereby contributing to an increase in access to family planning products, notably pills and condoms. As a result the private sector share (commercial and social marketing) increased from 15% in 1994 to 31% in 2004; the government market share declined from 80% in 1994 to 57% in 2004; and CPR increased from 36% to 58.1% between 1994-2004. Today, SMC makes up almost the entire private sector market for condoms, pills and injectables and is therefore a critical player in ensuring continued access to contraceptives in Bangladesh. However, sustainability of the program is in question as most of SMC's commodities are donated. What happens to SMC if donors phase-out? Also questionable is the role of SMC now that it has transitioned users to the private sector. Shifting higher-income users to the commercial sector, which currently cannot compete with SMC, would lead to greater sustainability but it must be done in ways that do not compromise SMC's sustainability or its ability to serve its appropriate market. In this session we will make some recommendations as to how the government, SMC and commercial sectors can facilitate a balance and ultimately work together to improve access, choice, quality and sustainability of Bangladesh's family planning program.

Learning Objectives:

Keywords: Family Planning, Sustainability

Presenting author's disclosure statement:

Any relevant financial relationships? No

[ Recorded presentation ] Recorded presentation

Supply and Demand: Contraceptive Procurement and Social Marketing

The 134th Annual Meeting & Exposition (November 4-8, 2006) of APHA