Social marketing program for low-dose combined oral contraceptives

In the context that the use of oral contraceptives in birth control has been matured and strong brands in the market are owned by foreign organizations, CCRD carries out the Social marketing program for low-dose combined oral contraceptives with the objective of developing sustainable market for a new Vietnamese brand. In this program, CCRD will lead and coordinate program activities while General Office for Population and Family Planning is the responsible State management agency and sponsor of the program. The program has 3 phases, commencing in 2012 and ending in 2020.

The social marketing strategy of the program is based on core principles of commercial marketing combined with behavior change communication to train target customers on benefits of the product, thus encouraging their healthy behaviors. The program’s oral contraceptives are branded LOVECHOICE and will be socially marketed through pharmaceutical network (80%) and community-based channels such as collaborators and social clubs (10-20%). During phase 1, the program will complete product development, make product name and image popular among target customers, and strive to distribute 650,000 blister packs at low price to gain 30% market share. In this phase, the program targets lower middle income women of reproductive age living in suburban areas, small towns and selected rural areas. Since phase 2, the program will expand the range of advertisement and social marketing, gradually increase product price and reduce subsidizing need, and develop a new, separate brand for high income group.
CCRD expects that by the end of the program, LOVECHOICE will be a competitive and sustainable brand which can serve as a replacement for existing imported and foreign-branded products in Vietnam market.
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CCRD’s mission is to contribute to the improvement and equity of health care and social advancement for the Vietnamese people through a systematic and sustainable approach that combines sound knowledge, cultural sensitivity and capacity building.

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