The "Private Sector Project"
'ASK...CONSULT' - Let's Join Efforts

• Background
• Goals
• Communication Objectives
• Audiences
• Key Messages
• Communication Highlights
• Impact

Background

The Private Sector Project for Family Planning (Egypt) operates under the auspices of the Ministry of Health and Population with the support of USAID. Established in 1994, the program has been implemented through the Pathfinder Pop IV Consortium of Egypt and its technical subcontractors, the Johns Hopkins University Center for Communication Programs, and the Futures Group International.

The Private Sector Project is designed to address the contraceptive medical information needs of private physicians and pharmacists in Egypt, as well as to build demand for contraceptive services and products among consumers.

Goals

To enhance the role of the private commercial sector in providing family planning services in support of the Government of Egypt's National Family Planning Program.

Communication Objectives

• Identify participating private sector fp providers
• Increase consumer confidence in ps providers
• Increase consumer confidence in and use of methods (especially hormonals)

Audiences

• Private health care providers: Pharmacists, Private physicians
• Married women and men of reproductive age and their families

Key Messages

Wave 1

• To encourage private providers' participation
  "Working with the psp will improve your knowledge and visibility"
• To encourage women to seek advice and service at providers bearing the mark of confidence ‘PSP project logo'
  "When you see this mark of confidence - ‘ask...consult'"

Wave 2

To promote the intra-uterine device (IUD), oral contraceptives and injectables through simple question and answer format.

Wave 3 (Current)

Progestin-only Pill promotion

• For Breast-feeding women
• Safe for Mother and Child
• Good method for Spacing
• Good return to fertility
• Initiate 40 days post-partum
• Take pill same time every day

Communication Highlights

Pharmacists Continuing Education Programs: participating pharmacists will have priority access to courses concerning new and existing contraceptive products in the market place.

Private Physician Continuing Medical Education Programs: participating physicians will have priority access to course offerings concerning new and existing contraceptive methods and products on the market.

'ASK...CONSULT' advertising: identifying selected private sector pharmacies and clinics as places where consumers can get up-to-date information concerning their contraceptive choice. Advertising also provides clear, simple method-specific information improving consumer confidence and knowledge of new methods, thereby increasing demand for contraceptives. New national campaigns will include television spots, radio spots, and outdoor advertising.

'ASK...CONSULT' display materials: providing an attractive window and counter display materials bearing the 'Ask-Consult'-Mark of Confidence, allowing consumers recognition of participating pharmacies and clinic easily, thereby prompting them to ask for contraceptive information products.

WAVE 3 HIGHLIGHTS

Mass Media

• 3 TV Spots promoting PSI Providers
• 9 TV Spots on contraceptive methods
• 3 TV Spots advertising Progestin-only Pills

Sales Promotion Visits

• 7000 pharmacy visits per quarter
• 3000 clinic visits per quarter

Counseling

• Methods Brochures, CT Guide

Point-of-Sale

• Stickers, Signs, Counter-top display, Door signs, Danglers, Wall Clocks, etc.

PR Events

• Local and National Events

Impact

During the past three years the program has:

• Established recognition of the 'ASK...CONSULT'- Mark of Confidence with almost 7 out of every 10 Egyptian married couples.
• Provided over 10,000 pharmacists with the most up to date information about contraceptive use for Egyptian women.
• Identified over 7,000 participating pharmacies as locations where accurate information about contraceptive choices can be obtained, accounting of almost 40% of total pharmacies in Egypt.
• Provided over 1,600 private physicians with the most up to date information about contraceptive use for Egyptian women.
• Fostered a stronger relationship between the medical counseling and pharmaceutical communities.
• Increased sales of selected contraceptive products through the 'ASK...CONSULT' advertising program.

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