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Case Study: Key Social Marketing

Key Social Marketing (KSM) operates on the premise that the primary barrier to attracting family planning users among lower income couples is the lack of family planning information available and the inability to access to high quality services. To address this, KSM operates a media and education campaign around three hormonal products. The Key logo identifies Key products, trained service providers, and sales outlets. KSM also reaches potential clients with small group counseling and visits by trained Lady Health Visitors. KSM also provides training to doctors, paramedics, and chemists in providing quality contraceptive services. Key has achieved over 90% awareness levels, since its inception in November 1997, among its target audience and growing sales for their products. Key pills account for almost 30% of all pills used in Pakistan, including both private and public sectors.