Integrated Marketing Communication to generate demand for malaria testing in the private and public sectors

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    This Learning Brief presents a pilot project to generate demand and uptake of artemisinin based combination therapies malaria rapid diagnostic tests in Zambia using an Integrated Marketing Communication (IMC) approach.

     

    The project applied the principles of ‘4Ps’ used in the private sector: product, price, placement and promotion. This included branding drugstores and informal outlets offering artemisinin based combination therapies and malaria rapid diagnostic tests as 'The health shop' –  the ‘go to’ places for malaria testing and treatment.

     

    The results of this experience show IMC can be successfully applied to health products, services and behaviours when promoted within a private sector development approach.