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  • Title: Experience with the low-dose in Bangladesh.
    Journal: Soc Mark Update; 1982 Mar; 2(1):1-2. PubMed ID: 12264178.
    Abstract:
    Condom sales (brand name Raja) have grown dramatically in Bangladesh and presently, sales account for over 50% of condoms distributed and represent more than 500,000 couple-years of protection (CYP). By contrast, sales of Maya, Noriday's brand name, accounts for only 8.5% of the total oral contraceptive (OC) distribution in Bangladesh and accounts for less than 50,000 CYP. According to the Director of the Bangladesh Social Marketing Program, poor performance of Maya is attributable to marketing factors. The mass media program was ineffectual in motivating new acceptors but it did make Maya a "household word" and it is now almost synonymous with the pill. Despite the nonuse, the number of potential OC users is high and therefore the CSM Project management decided that a new product with a distinct name, a new price, and a new marketing strategy was necessary. Norminest, a low-dose 0.35 mg ethinyl estradiol became available through AID and it was seen as a real alternative to those hormonal contraceptive products already available. The name selected was Ovacon and its packaging (which included goldleaf to signify high quality) was quite different than what came before. The price was set at 4.00 taka/cycle ($.21 in U.S.) which was higher than the Maya but lower than other commercially available OCs. Distribution of this new product was to center around physicians and other medical professionals in urban areas and promotion was to be limited to professional publications. This strategy had 2 objectives: establish personal contact with users and overcome the common practice of blaming the health of clients for the complaints heard. Ovacon was launched in June 1980 and now it is being detailed to rural practitioners. It is still not available in high traffic shops or through panwallahs. While sales have grown to 20-25,000 cycles/month, they are still about 1/2 of Maya sales. Together, these 2 methods represent 50,000 CYP. What was not anticipated was the magnitude of product education that has been necessary. While Ovacon will probably never account for a large number of acceptors, as more prescriptions are written there will be a higher yield of acceptors with higher continuation rates than would otherwise be possible.
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