DeLucca named project director in Guatemala

Area of Science:

• Public Health
• Social Marketing
• International Development

Background:

• A cooperative agreement between Importadora de Productos Farmaceuticos (IPROFA), S.A. and the US Agency for International Development (USAID) was signed in April 1982.
• IPROFA, a group of private-sector community leaders, was formed to establish a social marketing project for contraceptives in Guatemala.
• Mike Delucca, a social marketing specialist with extensive experience, was appointed director of this new initiative.

Purpose of the Study:

• To launch and market a range of contraceptive products, including oral contraceptives, condoms, and foaming tablets, in Guatemala.
• To target economically and socially disadvantaged fertile couples aged 18-44.
• To expand marketing efforts from large urban areas to rural and small urban areas by the end of 1985.

Main Methods:

• Development of a comprehensive marketing plan overseen by the project director.
• Phased product launch beginning in early 1985, with initial focus on urban centers.
• Coordination of sales and subsequent marketing studies post-launch.

Main Results:

• The project is set to commence marketing activities in early 1985.
• Marketing efforts will strategically expand to encompass rural and smaller urban populations within the first year.
• The initiative leverages social marketing expertise to increase contraceptive access.

Conclusions:

• The social marketing project in Guatemala aims to significantly improve access to and use of modern contraceptives.
• The strategic targeting and phased rollout are designed to maximize impact among vulnerable populations.
• This collaboration between IPROFA and USAID represents a significant step in advancing reproductive health services in Guatemala.