title: How to sell a condom? The impact of demand creation tools on male and female condom sales in resource limited settings.
abstract: Despite condoms being cheap and effective in preventing HIV, there remains an 8billion shortfall in condom use in risky sex-acts. Social marketing organisations apply private sector marketing approaches to sell public health products. 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 between products, 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. Price and promotion have significant short- and long-run effects, with female condoms far more sensitive to price than male condoms. The design of optimal distribution strategies for new and existing HIV prevention technologies must consider both product and target population characteristics.
authors.affiliation: Department of Global Health and Development, London School of Hygiene & Tropical Medicine, 15-17 Tavistock Place, London WC1H 9SH, UK. Electronic address: Fern.Terris-Prestholt@lshtm.ac.uk.
authors.forename: Fern
authors.initials: F
authors.lastname: Terris-Prestholt
authors.affiliation: Department of Economics, University of Bristol, Priory Road Complex, Bristol BS8 1TU, UK. Electronic address: F.Windmeijer@bristol.ac.uk.
authors.forename: Frank
authors.initials: F
authors.lastname: Windmeijer
mesh_terms: D017280:Condoms; D019111:Single-Use Internal Condom; D003267:Contraception; D003906:Developing Countries; D004467:Economics; D005193:Family Planning Services; D005260:Female; D006801:Humans; D008297:Male; D008389:Marketing of Health Services
keywords: Advertising; Condoms; Consumer demand; Dynamic panel data estimators; HIV prevention; Low and middle income countries