Geomarketing for Public Health Impact

An example from PSI Madagascar

by Bram Piot, Solofo Andriaherinosy, Ary Raoloson, Harivola Randrianjafy

Population Services International

Outline

•What is Geomarketing?•PSI & Social marketing – 4 Ps•Metrics, Monitoring, Mapping•GIS & Geomarketing at PSI•Madagascar case study:

– Implementation process– Examples– Lessons Learned

• Geomarketing is the integration of geographical intelligence into all marketing aspects

• It is a fairly new discipline within marketing analysis which uses GI in the process of planning and implementation of marketing activities, particularly for sales and distribution:

• distribution of customers and their demographics, • socio-economic factors, • accessibility,• infrastructure, • location of competitors, …

= more efficient promotion and distribution, tailored to local needs: spatially differentiated marketing strategies

Geomarketing

o Population Services International – a leading global health organization with programs on malaria, child survival, HIV and reproductive health, and other health areas; in ~65 countries

o Social marketing: the application of marketing concepts and techniques to influence behavior among a target audience in order to benefit themselves and society.

Products: condoms, other contraceptives, mosquito nets, water purification, ORS, malaria treatment, …

Services: family planning, male circumcision, safe abortion, HIV counseling & testing, …

PSI & Social Marketing

Metrics, Monitoring & Mappingo Strong focus on research & monitoring, to inform program

managers and donors

o Identifying target populations, tracking behavioral indicators, qualitative market research, monitoring product and service availability and accessibility

o Mapping & GIS gradually introduced from 2004 onwards: availability coverage, access to products & services among target groups

o Since ~2009, stronger focus on GIS for planning and monitoring

• Geomarketing pioneered by Madagascar sales & distribution team

• GIS increasingly seen as standard component of sales & distribution activities

• Potential to be used in any aspect of the marketing mix – Product, Price, Promotion, Place.

Geomarketing at PSI

• Market segments often correlate with location: urban/rural, ethnic groups, accessibility & infrastructure

• Spatial differentiation in epidemiology of diseases

Location analysis based on the “Place” P should be a core component of any targeted marketing activities.

Madagascar Case Studyo Initial concept note on geomarketing in 2006

Objectives = increase the availability of health products, identifying areas of poor coverage, target health promotion interventions, and enhance reporting through the use of geographic information

o Set-up phase: GIS capacity building, purchase of GPS units, GIS data from national institute of geography

o Systematic mapping of outlets and intervention sites by sales representatives, researchers, and behaviour change teams

o Solid MIS and dedicated mapping & data management staff

o GIS infrastructure upgraded with more detailed reference layers and with ArcGIS 10 (2011)

Madagascar Geography

Coastal plains, central highlands…

…uneven population distribution…

…dense urban vs. remote rural areas

Malaria Prevention

Malaria distribution

LLIN distribution

(2009)

Mass distribution campaign &

sales(2010/11)

HIV: Reporting Condom Distribution

Community-based Distribution Commercial Distribution

Condom Outlets, Managing Partners

Targeted Condom

Distribution &

HIV Service Delivery

HIV: Condom Market Analysis

o Successful geomarketing implementation takes time, but is made possible through a combination of:

o accurate and readily available GIS data, o socio-demographic & epidemiological attribute datao comprehensive MIS with geocoded marketing and

distribution datao adequate software: ArcGIS,o skilled staff…

… and motivated managers who understand the value of location-based decision making

Lessons Learned

Using geographic information for planning and monitoring is an efficient way to increase access to health products and services among target populations

Maximize health impact and improve resource allocation.

To Conclude…

Thank you !

More info:

www.psi.org

bram.piot@gmail.com