Marketing family planning services in New Orleans.

Details

• Alternative Title:
  Public Health Rep
• Personal Author:
  Bertrand, J T ; Proffitt, B J ; Bartlett, T L
• Description:
  The health care profession is witnessing a shift in focus from the interests and needs of the service provider to those of the potential consumer in an effort to attract and maintain clients. This study illustrates the role that marketing research can play in the development of program strategies, even for relatively small organizations. The study was conducted for Planned Parenthood of Louisiana, a recently organized affiliate that began offering clinical services in May 1984, to provide information on the four Ps of marketing: product, price, place, and promotion. Data from telephone interviews among a random sample of 1,000 women 15-35 years old in New Orleans before the clinic opened confirmed that the need for family planning services was not entirely satisfied by existing service providers. Moreover, it indicated that clinic hours and the cost of services were in line with client interests. The most useful findings for developing the promotional strategy were the relatively low name recognition of Planned Parenthood and a higher-than-expected level of interest that young, low income blacks expressed in using the service.
• Subjects:
  Adolescent Adult Family Planning Services Female Humans Interviews As Topic Louisiana Marketing Of Health Services Radio Research Article Socioeconomic Factors Telephone

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• Source:
  Public Health Rep. 102(4):420-426
• Pubmed ID:
  3112854
• Pubmed Central ID:
  PMCnull
• Document Type:
  Journal Article
• Volume:
  102
• Issue:
  4
• Collection(s):
  Public Health Reports
• Main Document Checksum:
  urn:sha256:6d70a33168459dd150ff9b6c79b35851437ba9fb426205c4fd487bd47cdedbd8
• Download URL:
  https://stacks.cdc.gov/view/cdc/63019/cdc_63019_DS1.pdf
• File Type:
  [PDF - 1.16 MB ]