The Potential for Social Marketing a Knowledge-Based Family Planning Method

Social marketing is a proven private sector strategy to provide health-related products, including contraceptives. Pharmacies offer affordable, convenient, and rapid delivery of over-the-counter contraceptives directly to the consumer, providing wider availability and accessibility to family planning (FP) in sub-Saharan Africa. Pilot projects tested the feasibility of including CycleBeads^®, the visual tool that supports the use of the Standard Days Method^®, into Population Services International (PSI) social marketing programs. The purpose of this article is to review evidence to provide guidance for social marketing CycleBeads in pharmacies in sub-Saharan Africa. Literature on contraceptive provision through pharmacies in comparison to clinics was summarized from developing and developed country contexts, highlighting salient and relevant lessons for the African context in regard to pharmacists’ knowledge and perceptions of FP, clients’ perceptions of pharmacists’ FP knowledge and FP service delivery in pharmacies, and the impact of pharmacy access on contraceptive use. Descriptive data from PSI social marketing initiatives in several African countries, and commercial marketing information were reviewed. Evidence from CycleBeads sales suggests that there is demand for the product and it is affordable in comparison to oral contraceptives. In addition, there were high levels of correct use by women who purchased CycleBeads in pharmacies, suggesting that CycleBeads are an appropriate product for social marketing. Until awareness of and demand for the method increases, social marketing of CycleBeads requires continued subsidy to maintain viability. Training to update pharmacists’ knowledge and increase capacity to provide basic information, positioning of the method, and low profit margins for pharmacies present challenges.