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APHA Scientific Session and Event Listing

Bill Winfrey, PhD¹, Robert Porter, PhD¹, Margot Fahnestock, MPP¹, Beth A. Howell, BA², and Romano Fernandes³. (1) Futures Group International, Constella Group, 1 Thomas Circle, NW, Suite 200, Washington, DC 20005, 2027759680, wwinfrey@futuresgroup.com, (2) Center for Private Sector Solutions, Futures Group, One Thomas Circle NW, Ste 200, Washington, DC 20005, (3) AFFORD, Plot 35, John Babiiha Avenue (Acacia Avenue), P.O. Box 4553, Kampala, Uganda

As the resources for public health in developing countries become more restricted, policymakers see an increasing role for the private sector. Shifting consumers from publicly-provided health products to socially-marketed (often subsidized) products frees up resources that the public sector can dedicate to underserved populations. Uganda has a relatively successful history of using classic marketing techniques to expand access to public health products. Uganda's successes make it a perfect environment in which to apply standard market segmentation analysis to “catch the right market” for the private sector for products that focus more broadly on “wellness” such as oral rehydration solution, bed nets and modern contraceptive methods.

We analyzed the Uganda Demographic and Health Survey (2000-2001) to create market segments for each of 15 socially-marketed health products. For each product, we applied segmentation bases such as geographic factors, income level, age, purchasing behavior and brand preferences to construct brand specific consumer segments. We used these segments to develop projections of the potential available market, based on which segments would meet demonstrated unmet consumer needs. The study's findings show a striking opportunity for the private sector. For example, 35 percent of women in the wealthiest income quintile in Uganda have never used any method of family planning.

Market segmentation analyses can have huge implications for public resource planning and allocation. When researchers can identify segments of a population that can be served by the private sector, it allows policymakers to focus efforts on targeting valuable resources on underserved populations.

Learning Objectives: At the conclusion of this session, the learner will be able to

• Define market segmentation as it relates to social marketing in developing countries
• Based on the results in Uganda, describe how a traditional market segmentation approach can help researchers identify underserved populations in consumer segments for socially-marketed health products in developing countries
• Name three types of market segments not currently targeted/served by the private or social marketing sector in Uganda

Keywords: Social Marketing, International Health

Presenting author's disclosure statement:

Not Answered