Page 147 - Social Marketing for Public Health Global Trends and Success Stories

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120 CHAPTER 5 ■ Tuberculosis: Keys to Success in Peru

TABLE 5-1 Summary of Marketing Mix Strategies for Target Markets Downstream
The 4Ps Strategies Targeting TB Patients
Product
Core: Core:
Benefits for the behavior From testing: peace of mind

From taking drugs: getting well
Actual: Actual:
Behaviors and features of behavior Get tested and take all drugs
Augmented: Augmented:
Tangible objects and services DOTS therapy
Adequate supplies of drugs
Counseling

Patient and family support groups
Price
Monetary and nonmonetary incentives Free testing
Free drugs for those who need them
Microcredit loans
Reimbursement for travel
Free lodging
Food packages for low-income families
Place

Access to tangible objects and services Extended clinic hours
Home visits for DOTS
Transportation for those in need
Promotion
Key messages Key messages
“All TB services are free.”
“If you cough for more than 15 days you should
go to the health center.”
“Treatment for one is prevention for all.”