Resource Library

Willingness to Pay: A Practitioner's Perspective

Mr. Alex Banful is the Managing Director of the Ghana Social Marketing Foundation (GSMF) and has over 20 years of experience working in different private sector activities in Ghana such as health communications, and contraceptive social marketing. Mr. Banful presented this case study at the Willingness to Pay Panel. The case study demonstrates how the results from a Willingness to Pay survey were used by GSMF to guide its social marketing program.