RESUMO
Purchasers of a low-cost oral contraceptive were intercepted and interviewed in a sample of Santo Domingo pharmacies that represented the highest sales of the product, yet also reflected the socioeconomic profile of the city's entire population. Users of the contraceptive were later interviewed in greater depth in their homes. The survey of users showed that the Dominican Republic's social marketing program, implemented by PROFAMILIA, was reaching an appropriate target market--that is, younger, lower-middle-class women of low parity. The program was, in addition, successful in attracting first-time adopters, and it was also expanding the overall commercial market for all contraceptives. The marketing campaign was successful in part because a mass audience was reached, through brief television spots. Program impact on contraceptive prevalence can be assessed from sales data.
PIP: Purchasers of a low-cost oral contraceptive were intercepted and interviewed (449 pharmacy interviews in a sample of pharmacies in Santo Domingo, Dominican Republic, that represented the highest sales of the product, yet also reflected the socioeconomic profile of the city's entire population. Contraceptive users were later interviewed in greater depth in 252 home interviews. The survey showed that the Dominican Republic's social marketing program, implemented by PROFAMILIA, was reaching appropriate target market, that is, younger, lower middle class women of low parity. The program was also successful in attracting 1-time contraceptive users, and it was expanding the overall commercial market for all contraceptives. The marketing campaign was successful in part because a mass audience was reached with brief television spots. It is concluded that program impact on contraceptive prevalence can be assessed from sales data.