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Late Breaking/Rapid Science Poster Session 1

(LB02-20-24) Developing Culturally Tailored Social Marketing Strategies for Multiple Micronutrient Supplementation (MMS) Among Pregnant Women in Rural Bangladesh and Burkina Faso

Sunday, June 30, 2024
10:00 AM – 11:30 AM CT
Location: W185A-C - Poster Board 20
Objectives: Developing Culturally Tailored Social Marketing Strategies for Promoting Multiple Micronutrient Supplementation (MMS) Usage among Pregnant Women in Rural Bangladesh and Burkina Faso.

Methods: Design This study employed a Rapid Assessment Procedures approach over two phases (Oct 2020-Mar 2021) in rural Bangladesh and Burkina Faso. 

Data collection and sampling. Phase 1 utilized focus group discussions, participatory workshops, and market observation to generate community input. Phase 2 explored the socio-cultural context of health and nutrition behaviors in this context using free lists, pile sorts, and semi-structured interviews.

Analysis. Textual data from interviews were thematically analyzed. Numerical data were summarized using descriptive statistics. Findings were grounded in a social marketing framework and triangulated across methods and participant types to enhance data credibility.

Results: Formative findings were conceptualized using the ‘4ps’ of social marketing: Product. In Bangladesh and Burkina Faso, women preferred white MMS packaging because it featured a healthy, smiling pregnant woman holding the supplement, suggesting the advantages for both parties. Price. Across both settings, most women suggested that MMS should be free of charge. In Bangladesh, some women expressed a willingness to pay for MMS if it were made affordable; whereas in Burkina Faso, women mentioned that they preferred for the cost of supplements to be between XOF 50 and 1000. Placement. In Bangladesh, women suggested distributing MMS using a combination of facility and community-based approaches to reach the most vulnerable households. Meanwhile in Burkina Faso, participants recommended the placement of supplements in pharmacies located at health centers. Promotion. In both settings, women proposed three communication channels to promote MMS including 1) utilizing interpersonal channels with community health workers, doctors, mother-in-law, and husbands, 2) social mobilization through community meetings, and 3) media promotion such as TV advertisements, billboards, and radio blast.

Conclusions: Overall, women preferred white packaging for MMS among other marketing strategies. These should be considered to improve MMS acceptability and compliance in rural Bangladesh and Burkina Faso.

Funding Sources: Sight and Life Foundation