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124 CHAPTER 5 ■ Tuberculosis: Keys to Success in Peru

• Formative research provided important insights regarding audience barriers
to adopting desired behaviors, ones beyond those that could be addressed
by communications alone.
• Existing data made it possible to establish SMART goals, allocate necessary
resources to monitor progress, and make adjustments as needed.
• An agreement on an overarching positioning for the campaign guided
communication planning and led to an integrated approach.
• The need for all 4Ps in the marketing mix were recognized and supported.
Product strategies recognized the need for adequate drug supplies,
counseling services, and direct observation of drug compliance. Price
strategies recognized that costs were a key hurdle for many and that
incentives, even small ones like food baskets, could be powerful motivators.
Place strategies recognized that convenient access in terms of hours and
locations would affect testing as well as compliance. And promotional
strategies recognized the need for an integrated approach of key messages
in a variety of media channels, especially the critical role of personal, one-
on-one communications to persuade audiences downstream and advocacy
to persuade those upstream.

QU ESTIONS F OR DISCUS S ION

1. The author believes that the other 3Ps (product, price, and place) were impor-
tant elements of success in this case. Do you agree? Why?
2. What elements of this model do you think are most important for other coun-
tries to adopt?
3. What other marketing strategies could Peru have used to accomplish even
greater outcomes?

RE F E RE NCES

BBC News. (2008). Country profile: Peru. Retrieved July 28, 2009 from http://newsvote.bbc.co
.uk/mpapps/pagetools/print/news.bbc.co.uk/1/hi/world/americas/country_profiles/
1224656.stm
CIA. (2009). The CIA world factbook: Peru. Retrieved July 28, 2009, from https://www.cia.gov/
library/publications/the-world-factbook/geos/pe.html
Census. (2007). Countries and areas ranked by population. Retrieved July 28, 2009, from
http://census.gov/cgi-bin/ipc/idbrank.pl
Foundation for Sustainable Development. (2008). Health issues in Peru. Retrieved July 28, 2009,
from http://www.fsdinternational.org/?q=ntlopps/country/peru/healthissues