Uganda AFFORD Health Marketing Initiative

Transcription

1 Published on K4Health ( Uganda AFFORD Health Marketing Initiative The vision of the USAID-funded AFFORD Health Marketing Initiative is a Uganda where families and communities are empowered to protect and improve their health; markets for health products and services are vibrant and expanding; and consumer access to affordable health products and services steadily improves and is increasingly sustainable. The five-year ( ) AFFORD Health Marketing Initiative developed and implemented a range of successful communication programs, distributed and marketed health products and services and established a local entity, the Uganda Health Marketing Group (UHMG) to sustain these activities. The second phase ( ), AFFORD II, builds on the achievements of the original project with a focus on strengthening UHMG, established and legally incorporated in 2006 as an indigenous non-profit organization. As a young organization, UHMG has demonstrated its viability in Uganda?s private health sector. AFFORD II will continue to provide technical resources and support as UHMG transitions to a self financed and self governed private sector institution. This e-toolkit provides key resources?reports, strategy documents and material?developed throughout the life of the AFFORD project, organizing the resources by AFFORD I, AFFORD II and UHMG.

2 AFFORD I Planning and Reporting The AFFORD Health Marketing Initiative began in 2005 with the overall objective of strengthening capacity in Uganda?s private health sector. The five-year Initiative, with funding from the United States Agency for International Development (USAID), focused on six health intervention areas: HIV/AIDS prevention and palliative care, malaria prevention and treatment, family planning, child health, healthy pregnancy and avian influenza. AFFORD I, , was structured to achieve three results: 1. Increased accessibility and affordability of reproductive health and malaria prevention and treatment products and services through innovative marketing approaches 2. Enhanced knowledge and correct use of HIV/RH/CS/Malaria products and services to encourage healthy lifestyles 3. Strengthened/established indigenous organization and distribution systems for sustainable delivery of health marketing functions Progress Reports The AFFORD I annual and quarterly progress reports detail work conducted between October 2005 and September Fact Sheets 2007 Promising Approaches 2010 AFFORD II Planning and Reporting

3 AFFORD II, the second phase of the health marketing initiative, was awarded as a 3-year extension by the United States Agency for International Development (USAID). The initiative continues the three results areas of the original project and with the primary responsibility of strengthening the Uganda Health Marketing Group (UHMG). AFFORD II, with UHMG, addresses three results areas, specifically: 1. Increased organizational sustainability of the Uganda Health Marketing Group (UHMG); 2. Increased availability, affordability of health services and products; and 3. Enhanced knowledge for self-efficacy and correct use of health services and healthy practices. AFFORD II addresses priority health problems: Malaria prevention services in general, malaria in pregnancy (MIP) services and case management, Maternal and Child Health (MCH) services including Family Planning (FP) services HIV Prevention and Care services Work Plans

4 Quarterly Reports Annual Reports AFFORD II Final Report AFFORD II, the second phase of the health marketing initiative, was awarded as a 3-year extension by the United States Agency for International Development (USAID). The initiative continues the three results areas of the original project and with the primary responsibility of strengthening the Uganda Health Marketing Group (UHMG). AFFORD II, with UHMG, addresses three results areas, specifically: 1. Increased organizational sustainability of the Uganda Health Marketing Group (UHMG); 2. Increased availability, affordability of health services and products; and 3. Enhanced knowledge for self-efficacy and correct use of health services and healthy practices. AFFORD II addresses priority health problems:

5 1. Malaria prevention services in general, malaria in pregnancy (MIP) services and case management; 2. Maternal and Child Health (MCH) services including Family Planning (FP) services; and 3. HIV Prevention and Care services. Branding and Marketing Plans Contained here are the AFFORD II Branding and Marking Plan and the branding request from the Uganda Ministry of Health. UHMG Institutional Development To achieve increased financial, institutional and market sustainability of UHMG (Result 1), AFFORD II will improve: Technical sustainability by improving UHMG?s skills in marketing communication; market research; program management; and product facility operations Financial sustainability by reinvigorating laggard brands and dropping unsuccessful brands; marketing the strategic business units (SBU); expanding the number of grants and contracts that UHMG manages; and improving indirect cost structures Institutional sustainability by refining management skills; improving human resource and administrative systems; and ensuring that UHMG is prepared to become a USAID prime awardee for health marketing programs. Market sustainability by improving staff?s business planning skills; reviewing systematically with USAID the future of the donated brands; and increasing UHMG?s role and autonomy in developing strategies for return to project funds. Here are the key planning and reporting documents that demonstrate significant progress in this area. UHMG Case Study Capacity Building Plan

6 Capacity Building Reports - KPMG Governance and Policies Uganda Health Marketing Group has a Memoramdum and Articles of Association and a Board Manual. Over the last few years UHMG, with technical support from AFFORD have developed a number of manuals listed below. Organogram Business Development Corporate Materials Over the last year, AFFORD has been supporting UHMG to create a comprehensive information and marking package to raise the professional corporate image of the organization. A one page brief and an 8 page profile are key elements of this package which also includes a short documentary video and folder. To view the documentary, please go to the UHMG website

7 Pull Up Banners AFFORD supported UHMG to develop a set of display materials that complemented its corporate materials. These included pull up banners, tear drop banners, poster displays on corex boards, Good Life standee and press banner. Posters

8 UHMG Annual Reports UHMG Products To increase availability and affordability of services and products through innovative private

9 sector partnerships (Result 2) AFFORD II will strengthen the marketing, sales, storage and distribution operations of the Product Facility (PF) strategic business unit while also ensuring the PF attains self-sustainability. We will: Consolidate and commercialize the product mix of the Product Facility to optimize returns on investment; Continue to grow the existing socially-marketed brands and identify new products Increase the PF product range into new health care products Strengthen, streamline and sustain UHMG?s distribution system. Develop new models for rural distribution Create regional wholesale outlets Strengthen UHMG?s storage and distribution systems to attract third parties contracts with UHMG for logistics management Intensify product promotion through integrated demand creation Expand workplace programming Build the capacity of the UHMG marketing team To see product and campaign TV commericals, please click here AquaSafe

10 MoonBeads NewFem

11 UHMG Campaigns UHMG, with support from AFFORD, has developed multi-media campagins in the areas of HIV/AIDS, malaria, family planning as well as maternal, newborn and child health. The evidencebased campaigns are developed using a consultative process that ensure all materials are meeting a real need and pre-tested with the target audience before finalizing. Multi-channelled approaches are used including job aids and other tools to assist private health workers and community-based health workers. Where appropriate, social media is used to support campaign messages. Campaigns are evaluated to ensure adequate reach and effectiveness. Below you can find two-page summaries of the campaigns. On the right, you will find tabs with all of the campaign materials. To see product and campaign TV commericals, please click here Sexual Networks - HIV Prevention AFFORD has designed and implemented behavior change communication campaigns for HIV prevention, care and treatment through the life of the project. The award winning Sexual Networks campaign was designed and implemented in four phases, each phase presenting the target audience with motivators regarding multiple and concurrent sexual partnerships. During AFFORD I, the campaign began with phases one, two and three. During AFFORD II, the fourth phase of the campaign was rolled out focusing on HIV counseling and testing.

12 GeNext - Family Planning Smart Choices - Family Planning The Smart Choices campaign targets several audiences, promoting the uptake of long term and short-term family planning solutions. Catering to a diverse audience, a variety of creative

13 materials was developed and produced including print designs, and different radio scripts and TV spots. The campaign print material is below and the radio and TV spots can be viewed from the menu on the right. Television Commercial Smart Choices Radio As part of the Smart Choices campaign, radio spots were produced to highligh each of the family planning options. The radio spots were then translated from English into an additional eight languages: Ateso, Luganda, Lugbara, Lumasaba, Lusoga, Luo, 2Rs, and Kiswahili. To download the radio spots, please see the subheadings on the menu to the right. Radio in English

14 Radio in Ateso Radio in Luganda Radio in Lugbara Radio in Lumasaba Radio in Luo Radio in Lusoga Radio in 2Rs Radio in Kiswahili Half Love - Child Surival

15 Saving Mothers Giving Life - Maternal Health Qualitative Survey

16 Print Radio IEC Support Power of Day One - Malaria

17 Test and Treat - Malaria For more information about the whole campaign including training curricula and job aids for health providers, please go to:

18 Monitoring and Evaluation Joint BCC Survey 2012 Monitoring Reports Retail Audits Behavior Change Communication Survey 2013 Success Stories Providing Mama Kits to Improve Quality of Care in 310 Faith Based Facilities It?s estimated that 6 in 10 Ugandans receive health services from private health facilities. This underscores the important contribution the private health facilities make to health service delivery in Uganda. Faith based facilities comprise a significant portion of the private health facilities in the country. Uganda Health Marketing Group (UHMG) works with the Uganda Catholic Medical Bureau (UCMB), the Uganda Protestant Medical Bureau (UPMB), the Uganda Moslem Medical Bureau (UMMB), and the SDA faith based medical centers, through their health coordinators, to provided Maama Kits to the different faith based health facilities. Mama Kits are clean delivery packs containing essential tools used on the delivery table in a labour ward.

19 St. Francis Nursing and Maternity Home Mutungo is a health centre III, well known for its good maternity services, under the UCMB in Nakawa Division, Kampala district. It is managed by a senior midwife with three other support staff. The facility conducts its antenatal clinics every Tuesday. On average, St. Francis Clinic receives up to 10 new antenatal patients weekly. On Tuesday June 7, 2016, one of the women, Aidha Nakyeyune (with red shoes in picture), had come with labour pains and was transferred to the labour ward immediately with her Maama Kit. A few hours later, she gave birth a baby girl.?i am grateful for the excellent service I have received and I thank the Clinic for the services given to other women.? Aidha Nakyeyune To date, UHMG has distributed a total of 16,920 cartons in 310 health facilities country wide. Maama Kits improve the quality of care but also motivate many women to go for antenatal visits and deliver from a health facility.?on behalf of Namuyenje Health Center, we would like to thank UHMG for the 40 boxes of Maama Kits that we received.? Esther Nanyunja, Namuyenje Health Centre My Husband's Support is the Reason I use Family Planning Patience Turyahabwe (29) is a mother of 2, living in Ibanda District in Uganda. She came for one of the clinic days that were organized by Ibanda Mission Health Center. Patience believes in having the number of children she is able to look after very well. She speaks from a point of view of a satisfied user of family planning services.

20 ?In the beginning, I heard about the services at this health center from my neighbor who had just returned from church and I immediately decided to come. My husband is very supportive when it comes to family planning and it has greatly helped us to be in agreement on these issues. We have been able to look after our two children and provide them with the things they want.?i am grateful to this clinic and to UHMG for partnering with the health center to bring these services closer to us.? says Patience Radio Spots Help Men Save Lives?It is not normal amongst my friends and neighbours that the husband is involved in the pregnancy and child birth,? explains Atwikire Wilson a 36-year-old proud first-time father to a healthy baby boy born at Kyenjojo General Hospital the night before.?some of my friends even laugh at me for following my wife. I, too, used to think it was pointless for men to be involved. It wasn?t until I heard the announcements on the radio that I realised that

21 it is very important to do it together.? Wilson is referring to a radio spot that is part of a multimedia campaign aimed at saving lives of mothers who are giving birth.?the radio spot is so realistic that people in the communities are even re-enacting it,? says Byhuranga A. Joseph, a Good Life Promoter connected to the Sanyu Good Life Clinic in Kabarole district. Source URL: