A Good Practice of Use Social Marketing Approach to Promote Iron Folic Supplementation for Prevention and Control of Nutrition Anemia in the Mekong River Region of Vietnam

Abstract

Objectives: To create a sustainable solution for prevention and control of women nutrition anemia, which is not depended on external supports. Methods: The work process includes: 1/ conduct an assessment to get understandings about the demand and supply sides, other influence factors that needed for development of a proper social marketing strategy. 2/ selection and co-operation with companies with TORs and commitments for each side. 3/formulation of a joint action plan that focus on 4 Ps strategies: products, price, place and promotion. 4/implementation of the social marketing plan. 5/monitoring and response. Results: After 15 months, the built partnership is strong. The model works in all 18 involved communes, bringing benefit to 3,474 pregnant women and 51,122 women of reproductive age. Routine monitoring report denoted that 97.5 % of pregnant women had good understanding of nutrition anemia. 78,7 % know of Rolivit (name of key local made promoted supplement). 96,9 % of pregnant women buys and uses iron folic. However, only 38% of none pregnant women practices this. Social marketing model has been scaled up to 73 new communes inside and outside the original province, bringing chance to about 21,000 pregnant women, and 310,000 none pregnant women. Conclusions: Social marketing approach has worked in MRD provinces of Vietnam. It has been accepted by government programme as a good solution to be scaled up for prevention and control of nutrition anemia among targeted women.