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Using a Marketing Approach to Improve the Demand and Use of Family Planning Services: MEXFAM Case Study

This paper describes the approach used in Mexico to assist a private, nongovernmental family planning organization, MEXFAM, in the development of comprehensive "service-oriented" marketing strategy to increase the demand and use of its family planning facilities. The objectives were to increase MEXFAM's client base, to identify additional potential markets and services, and to improve the organization's overall cost-recovery. SOMARC assisted MEXFAM in conducting its initial market research, in assessing the results of the research, and in designing an integrated marketing strategy. The strategy demonstrates an important commitment to a full range of quality services, client satisfaction, and well-targeted marketing and promotional activities. Perhaps most importantly, it demonstrates how effectively a marketing orientation can be applied to expanding family planning services at the clinic level.