Chapman Steven, Jafa Krishna, Longfield Kim, Vielot Nadja, Buszin Justin, Ngamkitpaiboon Lek, Kays Megan
Population Services International, 1120 19th Street, NW #600, Washington, DC 20036, USA.
Sex Health. 2012 Mar;9(1):44-50. doi: 10.1071/SH10165.
Social marketing interventions are important in developing nations. Both increasing use and shifting users from receiving subsidised condoms need to be pursued using a Total Market Approach (TMA). This paper reviews the performance of social marketing through a cross-country comparison of condom use, equity and market share, plus a case study illustrating how TMA can be applied.
Demographic and Health Survey data (1998-2007) provide condom use trends, concentration indices and sources of supply by gender for 11 African countries. Service delivery information and market research provide market share data for the same period. For the case study, two-yearly surveys (2001-09) are the source of condom trends, and retail audit data (2007-09) provide sustainability data.
Among women, condom use with a non-marital, non-cohabiting partner increased significantly in 7 of 11 countries. For men, 5 of 11 countries showed an increase in condom use. Equity improved for men in five countries and was achieved in two; for women, equity improved in three. Most obtained condoms from shops and pharmacies; social marketing was the dominant source of supply. Data from Kenya were informative for TMA, showing improvements in condom use over time, but sustainability results were mixed and equity was not measured. Overall market value and number of brands increased; however, subsidies increased over time.
Condom social marketing interventions have advanced and achieved the goals of improving use and making condoms available in the private sector. It is time to manage interventions and influence markets to improve equity and sustainability.
社会营销干预措施在发展中国家至关重要。需要采用全市场方法（TMA）来增加避孕套的使用量，并促使使用者从领取补贴避孕套转向其他途径。本文通过对避孕套使用情况、公平性和市场份额的跨国比较，以及一个说明如何应用全市场方法的案例研究，来审视社会营销的表现。
人口与健康调查数据（1998 - 2007年）提供了11个非洲国家按性别划分的避孕套使用趋势、集中指数和供应来源。服务提供信息和市场研究提供了同期的市场份额数据。对于案例研究，两年一次的调查（2001 - 2009年）是避孕套趋势的来源，零售审计数据（2007 - 2009年）提供可持续性数据。
在11个国家中，有7个国家与非婚、非同居伴侣使用避孕套的情况显著增加。对于男性，11个国家中有5个国家的避孕套使用量有所增加。五个国家男性的公平性得到改善，两个国家实现了公平；对于女性，三个国家的公平性得到改善。大多数人从商店和药店获取避孕套；社会营销是主要的供应来源。肯尼亚的数据对全市场方法具有参考价值，显示随着时间推移避孕套使用情况有所改善，但可持续性结果参差不齐，且未衡量公平性。总体市场价值和品牌数量增加；然而，补贴随着时间推移也有所增加。
避孕套社会营销干预措施取得了进展，实现了提高使用率和使避孕套在私营部门可得的目标。现在是时候管理干预措施并影响市场，以提高公平性和可持续性了。
