Our Work in Peru
After four decades of support to the Peruvian Ministry of Health and public and private organizations, USAID plans to phase out population funding to Peru over the next few years. USAID/Peru ended contraceptive commodity donations to the Ministry of Health (MOH) in 2004, but continues to provide support to the public sector family planning program in strategic areas. As part of their phase-out strategy, USAID/Peru is committed to strengthening the role of the private sector in the provision of quality, affordable reproductive health products and services, and has provided key support to private NGOs over the years.
To continue this support, USAID/Peru and the Abt Associates led-PSP-One project have entered into a sub-grant agreement with Apoyo a Programas de Población (APROPO), a local NGO that that focuses on reproductive health and family planning rights and supplying affordable contraceptive products though private sector channels. APROPO is working in the following areas:
- Social Marketing of its two existing brands of condoms (Piel and OK), and introduction of a new injectable contraceptive and a contraceptive vaginal suppository
- Communications and publicity campaigns
- Sales and distribution of its products
- Monitoring program performance
Social Marketing
- Conducted market research to evaluate the perceptions of various condom brands in the market
- Held a “Piel Beach Tour” to distribute samples and fliers during the summer season at well-known beaches around Lima
- Sponsored the Latin Girl Pro Peru 2007 women’s surfing competition
- Designed and validated new logos and packaging for Piel and OK condoms, based on market research findings. The new packaging should be in circulation in Lima beginning in November 2007.
- Conducted research to determine whether consumers could identify differences between condoms made by the current provider or by a proposed new provider. Based on results, APROPO decided to change manufacturers for all three lines of OK condoms and for 2 of 3 lines of Piel condoms, leading to a substantial cost savings.
- Used consumer focus groups to choose a name for the new injectable (Efectimes), initiated the process for its registration, and worked with a manufacturer to lay the groundwork for a technical proposal and contract for manufacturing
- Carried out two sets of mystery client promotional visits (“Mr. Check”) in sales outlets, providing small awards to those who recommended Piel and OK condom brands to consumers, displayed the products appropriately, and maintained adequate stocks
Communications
- Provided advertising banners for Piel and OK in the Plaza Vea supermarket chain
- Designed and implemented a national mass media campaign, “Complices,” for Piel condoms, with commercials airing on three national television channels. Approximately 29% of the target group (males aged 18-25 years from socioeconomic classes A, B, and C) saw each of the two versions of the ads three times.
- Publicized its brands at the national level through flyers and through advertisements in professional magazines for pharmacists
- Designed and distributed merchandising/promotional items for Piel and OK to promoters and salespersons
Sales and Distribution
- Worked to consolidate the sales and distribution system at the national level
- Conducted research to better understand the dynamics of condom sales in service station convenience shops
- Designed a strategy to increase the presence of condom dispenser machines both in Lima and in the rest of the country, focusing on placing them in areas where they can best reach high-risk populations
- Expanded Piel and OK condom distribution to 52 gas stations, the Tottus supermarket chain in Lima, and an increased number of hotels and hostels
- Provided refresher training and support to distributors and their sales forces, setting sales targets for each group and level
Monitoring
- Data from April-June 2007 showed sales of 2,232,085 units of Piel and 290,522 units of OK, representing a market share of approximately 33%
- 8,960 drug stores and 576 other service outlets were registered with APROPO
