How do you convince communities in some of the world’s poorest regions of the benefits of vaccination? How do you encourage poorly compensated and overworked government health workers to ensure the timely delivery of vaccination? What do you do to educate new mothers in isolated rural communities about the importance of completing the entire course of necessary immunisation for their children? These are some of the questions that Baird’s CMC has attempted to answer as part of a multi-million dollar project being implemented by a leading health technology nonprofit.
Baird’s CMC has developed a strategy that employs a combination of in-depth, qualitative market research, outreach to policy makers, strategic use of diverse media, and rural marketing to substantially increase immunisation coverage in parts of Madhya Pradesh, India.
This project is unique: not only has Baird’s CMC strategized to encourage demand for immunisation, we have also helped support the strengthening of supply through developing innovative mechanisms of motivating community – level health workers and ensuring government support.