This brief presents lessons learnt when using an integrated marketing communication (IMC) approach to increase demand for and uptake of artemisinin-based combination therapies and malaria rapid diagnostic tests in Zambia. The project applied the ‘4Ps’ used in the private sector: product, price, placement and promotion. The results show that IMC can be successfully applied to health products, services and behaviours when promoted within a private sector development approach.
Country: ZambiaKeywords: Community delivery | Private sector engagement | Public health communications | Malaria | Case management | Diagnosis | Treatment | SDG3
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