D. Social marketing

Countries where the female condom has been launched have usually included both a public and private sector distribution. Social marketing organizations have been instrumental in establishing distribution within the private sector. Social marketing complements the public sector distribution of any health product by harnessing the power of the commercial sector for health objectives. It does this by making available good quality health products at an affordable price (often the product is heavily subsidized). Product retail is supported by a communications campaign that includes IEC, mass media, interpersonal communication, and staff training. Social marketing contributes to the distribution of necessary health products through market research, communications (advertising and promotion), increased access to the product, cost recovery, and creation of brand loyalty and market positioning. PSI has been heavily involved in the introduction of the female condom in Zambia and Zimbabwe, two countries with the broadest distribution of the product, and plans to launch the product or expand marketing in South Africa and Tanzania. Marie Stopes International plans to expand social marketing sales of the female condom in Uganda.