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268 CHAPTER 11 ■ Socialism Meets Social Marketing

The periodic reports of Red Apple operator-detailers also indicated a con-
nection between hotline and detailing activities and sales growth/product
interest. The operator-detailers noted that the pharmacies they contacted regu-
larly ordered larger quantities of contraceptives when they were supported by
the hotline.

TABLE 11-2 Calls to the Red Apple Consumer Information Hotline (January–
May 1999)

January February March April May Total YTD
Hotline Cities:
Almaty 868 879 958 1,164 1,178 5,047
Astana 9 6 2 5 79 101
Aktubinsk 3 22 19 19 63
Aktau 22 29 21 20 17 109

Atyrau 1 6 8 18 33
Karaganda 11 27 127 46 31 242
Pavlodar 36 43 96 47 53 275
Shymkent 17 9 22 23 29 100
Taraz 4 2 13 27 62 108
Uralsk 11 6 11 6 2 36
Total number 981 1,002 1,278 1,365 1,488 6,114
of calls
Source: Author (hotline operator-detailer data collection record compilation).

Correlation of Hotline Calls and Product Sales - 1–5/99
1600
1400
1200
1000
Sales
800
Calls
600
400
200
0
Calls May
April
Sales March
Feb.
Jan.
Months
FIGURE 11-6 Hotline Calls vs. Sales