How To Sell A Condom? The Impact Of Demand Creation Tools On Male And Female Condom Sales In Resource Limited Settings
Fern Terris-Prestholt, Frank Windmeijer
Despite condoms being cheap and effective in preventing HIV, there remains an 8 billion shortfall in condom use in risky sex-acts. Social marketing organisations apply private sector marketing approaches to sell public health product. This paper investigates the impact of marketing tools, including promotion and pricing, on demand for male and female condoms in 52 countries between 1997 and 2009. A static model differentiates drivers of demand for male and female condoms, while a dynamic panel data estimator estimates their short- and long-run impacts. Products are not equally affected: female condoms are not affected by advertising, but highly affected by interpersonal communication and HIV prevalence. Promotion has significant short- and long-run effects on both condoms. Price changes have a large impact on the short- and long-run female condom demand, but only affect long-run male condom demand. Programming for HIV prevention technologies needs to consider both product and target population characteristics.
advertising, consumer demand, HIV prevention, dynamic panel data estimators, condoms, low and middle income countries