Page 144 - Social Marketing for Public Health Global Trends and Success Stories

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Marketing Mix Strategy 117

and has sold handicrafts as far away as the
United States, Japan, and Switzerland
(Partners in Health, 2006). (See Figure 5-1.)
Midstream, not only did the NTCP rec-
ognize health directors at public gatherings
when they reached program targets, they ac-
tually published the outcomes of all clinics in
an annual report, further rewarding those
who had made their targets and intending to
motivate those who had not to “work even
harder.” And healthcare workers were also
provided incentives, with contests for posters FIGURE 5-1 A craft business benefiting
and awards given for the best poster design. from a microloan.
And for country leaders upstream, the World
Health Organization showcased Peru’s commitment and progress toward reduc-
ing the country’s incidence of TB as an international success story.

Place: Making Access to Services More Convenient

Access to diagnosis and treatment was significantly enhanced, including ex-
tending hours into the evenings, home visits, and expansion of DOTS to all
areas of the country, providing the infrastructure necessary to ensure services
to all citizens. This improved access was made possible by the Ministry of
Health’s integration of TB services into the primary healthcare system and
the upgrade of provincial hospitals, district-level hospitals, and primary
healthcare clinics.

Promotion: Persuasive Communications

Persuasive communications were developed and disseminated to the public,
community, and political leaders through a variety of media channels, both wide
and narrow, providing information about the causes of TB, sources of infection,
how it is transmitted, symptoms, treatment, and prevention.

Messages

Key messages were clear, simple, consistent, and included three major slogans:
• “Treatment for one is prevention for all” was the slogan for the campaign,
intended to motivate the community to become involved in the program.
• “If you cough for more than 15 days, you should go to the health
center” was developed to encourage patients as well as the general