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Achieving Results through Integrating Supply and Demand · Integrating Supply and Demand Houda...
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SHOPS is funded by the U.S. Agency for International Development. Abt Associates leads the project in collaboration with: Banyan Global Jhpiego Marie Stopes International Monitor Group O’Hanlon Health Consulting Achieving Results through Integrating Supply and Demand Houda Khayame SHOPS Social Marketing Manager, Jordan June 16, 2015
Transcript of Achieving Results through Integrating Supply and Demand · Integrating Supply and Demand Houda...
SHOPS is funded by the U.S. Agency for International Development.
Abt Associates leads the project in collaboration with:
Banyan Global
Jhpiego
Marie Stopes International
Monitor Group
O’Hanlon Health Consulting
Achieving Results through
Integrating Supply and Demand
Houda Khayame
SHOPS Social Marketing Manager, Jordan
June 16, 2015
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TFR stagnant for over a decade
0
1
2
3
4
5
6
7
8
1976 1983 1990 1997 2002 2007 2009 2012
3.7 3.6 3.8 3.5
TFR
Years
Source: Jordan DHS, JPFHS
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Modern CPR stalls at 42%
0
10
20
30
40
50
60
70
2007 2009 2012
Traditional
Modern17% 19%
42%
15%
Total CPR
Years
Source: Jordan DHS, JPFHS
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Private sector provides more FP than public
Public sector
JAFPP
UNRWA
Pharmacy
Private doctor
Privatehospital/clinic
Source: JPFHS 2012
44%
Public
Sector
56%
Private
Sector
Jordanian Association for
Family Planning and Protection
10.6%
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SHOPS Jordan goals
SUPPLY
• Strengthening NGO
service provision
• Increasing access to
quality FP through the
private sector
DEMAND
• Increasing demand for
private sector services
Increasing use of modern contraceptive methods
Integration strategy
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Demand interventions involving
private service providers
Social marketing
campaigns
Home visits
program
NGO clinics
marketing
Doctors on TV and at
community events
Vouchers for free FP
services at network doctors
Clinics’ branding and
community promotion
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Social marketing campaign: IUD
Mass Media and PR
Doctors media
training and TV
broadcasts
Community Outreach
Doctors “edutaining” lectures in
the community
Points of Service
IEC materials in private and NGO clinics
Social Media
Doctors Q&A with
audience on Facebook
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“Limiters” TV ad
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“Clinics” TV ad
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Strong correlation between exposure to IUD
campaign and positive outcomes
Source: Reach and Effect of the IUD Social Marketing Campaign, Wave 2, SHOPS Jordan, December 2014
0
10
20
30
40
50
60
70
80
Know it can protect forup to 12 years
Know where servicesare available
Intend to use an IUD
Did not recall campaign
Recalled campaign
% o
f re
sp
on
de
nts
72 74 72
62
30
55
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Home visits program
• 120 Community Health
Workers
• Door-to-door household FP
counseling
• National coverage
• Vouchers for free FP services
1,387,388 visits
678,595 low income women
89,584 acceptors of modern FP
52% vouchers
redeemed from
private sector
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RCT finds that in-home counseling visits shifted
traditional method users to modern methods
18.6%
27.6%
Modern
Modern
Traditional
Traditional
None None
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No counseling Counseling
Perc
en
t
18% 27.6%
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NGO clinics’ marketing
• Mass media
• Indoor promotional materials
• Outdoor advertising
• “Family fairs”
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New FP clients increased by 53% at JAFPP clinics
0
2000
4000
6000
8000
10000
12000
14000
16000
2010 2011 2012 2013 2014
+ 53%
Number of
new FP clients
Years Source: JAFPP client database
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Learnings
• Social marketing campaigns
• Involving doctors increases message impact
• Multi-channel campaigns effectively support
behavior change
• Home visits program
• Free-service vouchers support the uptake of
modern FP through the private sector
• Home counseling is effective in shifting
traditional to modern FP users
• NGO clinics marketing
• Strategically designed clinics marketing plans
increase number of FP clients
