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  • Title: CSM a success in Bangladesh.
    Journal: Soc Mark Update; 1983; 3(4):2-4. PubMed ID: 12279791.
    Abstract:
    The Bangladesh Social Marketing Project (SMP), providing contraceptives at an annual rate of 931,000 couple years of protection (CYP) as of June 1983, is a success. This figure has grown markedly since the start of the program in late 1975, when the SMP provided 80,000 CYPs, or 8% of nonclinical protection provided. The SMP has contributed to the steadily increasing national nonclinical contraceptive distribution. Currently, SMP distribution accounts for as much as the government and nongovernment programs combined. When clinical methods (including sterilizations) are added to national distribution, the SMP share represents about 28% of total contraceptive use. The SMP does not provide clinical methods, but the entire increase in nonclinical protection provided by the national program since 1975 has been the result of SMP product sales. The SMP utilizes the available mass media for promotion, including print, radio, television, as well as outdoor media and point of purchase materials. Mobile Film Units (MFUs) are an innovative promotional method employed by the SMP. Approximately 80 night time outdoor showings are organized each month in rural areas by SMP promoters. Typically, several short films, usually a popular story with a family planning theme, are run. Between each film the SMP products are of advertised. Products are often sold during and after the films. Retail outlets for SMP products include general stores, pharmacies, and other small shops. When products were introduced in 1975 retail outlets totaled 7500. By August 1983 the number of country wide retailers carrying SMP products had grown to nearly 100,000. In 1982 a marketing strategy emphasizing the role of doctors and rural medical practitioners (RMPs) was introduced. There are between 70,00-100,000 RMPs in Bangladesh. They are well known and respected "doctors" in their villages and add an extensive family planning outreach to the SMP system. The most important advantage of using the RMPs is their personal contact with OC users. Since October 1981 the SMP has detailed approximately 30,000 RMPs; 15,000 have attended conferences and 6600 have purchased OCs. Consumers targeted by the SMP have annual incomes ranging from US$200-$400. A well defined organizational system has evolved that delineates the roles of government, the contractor, and the project personnel regarding specific policy, enterprise, management, and operational functions. The project staff of nearly 300 includes managers for the sales, development, marketing, and finance and administration departments.
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