‘The health shop’: Applying integrated marketing communication to generate demand for malaria testing in the private and public sectors

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.

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Country: Zambia