Using Consumer Data to Inform Marketing Strategies for Chlorhexidine for Umbilical Cord Care Programming in Kenya and Nigeria

Abstract

Introduction: To date, distribution and communication channels being used at the country level for the introduction of 7.1% chlorhexidine digluconate (CHX) for umbilical cord care have been selected based on experience and knowledge gained through other public health programs rather than using results from targeted consumer research related to the 4Ps of social marketing (product, place, price, and promotion). Objective: To identify effective place and pricing strategies for the introduction of CHX in Nigeria and Kenya. Study Design: Observational cross-sectional study of potential consumers in two countries. Method: Data were collected from women who (i) were currently pregnant and had birthed a child previously or (ii) had delivered an infant within the past 3 months through face-to-face household interviews using structured questionnaires in four states in Nigeria ( n = 319) and four regions in Kenya ( n = 604). Results: The use of cord care substances, timing of use, product channels and prices that women pay for them, and preferences related to CHX are highlighted. Conclusions: Country-specific and audience data related to the 4Ps should be used to develop context-specific strategies that address the preferences of women. For example, in Nigeria, using retailers to distribute CHX would be a reasonable strategy, whereas in Kenya, use of retailers would be better as an augmentative strategy. Differentiating CHX from existing cord care substances, especially methylated spirits, is important for both countries. In Kenya, the strategy should articulate the benefits of CHX compared to dry cord care in areas of suboptimal hygienic conditions. In both countries, pricing CHX slightly lower than methylated spirits may be the optimal pricing strategy, given that the perceived value/benefits of the two products are similar.

The Pandemic-Induced Personal Data Explosion

“…Value propositions refer to how social marketing initiatives create value for citizens and are developed based on the insight available. Building on the market research, social marketers can develop offers that address citizens' needs, and they can communicate and deliver their programs in ways that address citizens' concerns and customs (Metzler & Coffey, 2018). As new segments started using digital technology or extended their use to new areas of their lives, new needs and preferences became evident (Yuan, 2020).…”

“…Consumer data play a critical role in social marketing in general (Metzler & Coffey, 2018), and the management of pandemics, in particular (French, 2016). Because the concerns and interests of actors shape the use of consumer data (Cluley, 2020), this paper examines the following research question: "How are the government and private responses to the pandemic shaping the generation and use of personal data, and what are the implications of this eruption of data for the social marketing scholarly community?"…”