Whisper Woman s Condom: A Quiet Entrance into the Malawian Marketplace. September 2017

Transcription

1 Whisper Woman s Condom: A Quiet Entrance into the Malawian Marketplace September 2017

2 Overview 1. The Project: Expanding Effective Contraceptive Options 2. The Setting: Malawi & the Whisper Woman s Condom Experience 3. The Research: Post-Market Findings 4. The Activity: Audience Pitch of Interventions

3 The Issue The % of women who cite method-related reasons for non-use is on the rise Sources: Guttmacher Institute, Adding It Up: The Costs and Benefits of Investing in Sexual and Reproductive Health 2017, fact sheet, New York: Guttmacher Institute, 2017, Hussain R et al., Unmet Need for Contraception in Developing Countries: Examining Women s Reasons for Not Using a Method, New York: Guttmacher Institute, 2016,

4 Expanding Effective Contraceptive Options The aim of the United States Agency for International Development (USAID)-funded Expanding Effective Contraceptive Options project is to: Introduce new and improved contraceptive methods for women and girls Produce roadmaps for introducing and creating demand for new contraceptive methods in Malawi Zambia Madagascar Niger Partners: WCG, PSI, Evofem, ICRW, Every1Mobile

5 EECO products include: EECO Products Progering, developed by the Population Council The Woman s Condom, developed by PATH The SILCS diaphragm, developed by PATH Avibela LNG-IUS, developed by Medicines360

6 Condom Pouch Thin, polyurethane film. Provides good sensation and comfort during sex. Insertion Capsule Dissolving capsule made of polyvinyl alcohol. Eases handling and insertion. Ingredients leave the woman s body with her natural vaginal secretions after use. Woman s Condom Outer Ring Soft, polyurethane ring. Hugs the body, provides comfortable, flexible coverage of external genitals. Foam Shapes Small, thin sections of foam. Cling lightly to vaginal walls to ensure stability of condom during sex.

7 Malawi At-a-Glance: Population: approx. 18 million Second poorest country in the world (GDP) Life Expectancy: 63.8 years HIV prevalence (15-64) 9.0% Higher among women ages (11.0%) Background & Context compared to males (6.7%) Total Fertility Rate: 4.4 births per woman Modern Contraceptive Prevalence Rate 58% Most popular methods are injectables (22.5%) implants (9.0%) female sterilization (8.3%) Female condoms are well known, but current Sources: MDHS , World Bank use is very low (<1%)

8 Why is female condom use so low? Gaps in coordination, supply, and distribution Funding challenges, including limited resources for demand creation Resistance to female condoms on socio-cultural or religious grounds, as condoms are often associated with promiscuity EECO aims to address: Supply and availability Demand creation Socio-cultural attitudes towards female condoms Sources: Chipeta, E. K., Chimwaza, W., & Kalilani-Phiri, L. (2010). Contraceptive knowledge, beliefs and attitudes in rural Malawi: misinformation, misbeliefs and misperceptions. Malawi Medical Journal, 22(2). Center for Health and Gender Equity (CHANGE). (2011). Female Condoms and U.S. Foreign Assistance: An Unfinished Imperative for Women s Health. Washington, DC: Center for Health and Gender Equity.

9 October 2015 Whisper Launch: Distribution, Medical Detailing, Communication and IPC campaigns December 2017 Pilot Close, Dissemination of Lessons Learned Whisper Woman s Condom Pilot ( ) 2014 Formative Research, Branding, Marketing and Communication Campaign Development, Whisper registered in Malawi February 2017 Whisper Post-Market Research with Retailers and Consumers

10 October 2015 Whisper Launch: Distribution, Medical Detailing, Communication and IPC campaigns December 2017 Pilot Close, Dissemination of Lessons Learned Whisper Woman s Condom Pilot ( ) 2014 Formative Research, Branding, Marketing and Communication Campaign Development, Whisper registered in Malawi February 2017 Whisper Post-Market Research with Retailers and Consumers

11 Consumer Archetypes Audience Archetypes Cynthia (20) Ben (24)

12 Provider Archetypes Audience Archetypes Gladys, Pharmacy Owner Dr. Banda, Clinic Owner

13 Whisper Woman s Condom Pilot ( ) 2014 October 2015 Whisper Launch to begin product distribution, Medical Detailing, Communication and IPC campaigns February 2017 December 2017 Pilot Close, Dissemination of Lessons Learned Formative Research, Branding, Marketing and Communication Campaign Development, Whisper registered in Malawi Whisper Post-Market Research with Retailers and Consumers

14 Whisper Distribution & Outreach

15 Whisper Distribution & Outreach Region Total Units Sold Providers Stocking by Type Lilongwe 5076 Units Sold 60 Blantyre Mzuzu Bar Salon NGO Tunza Clinic Non-Tunza Clinic Pharmacy Retailer Other

16 Whisper Woman s Condom Pilot ( ) 2014 October 2015 Whisper Launch to begin product distribution, Medical Detailing, Communication and IPC campaigns February 2017 December 2017 Pilot Close, Dissemination of Lessons Learned Formative Research, Branding, Marketing and Communication Campaign Development, Whisper registered in Malawi Whisper Post-Market Research with Retailers and Consumers

17 Whisper Post-Market Research

18 Gain a deeper understanding of the Retailer experience with Whisper Woman s Condom Objectives Gain a deeper understanding of the Consumer experience with Whisper Woman s Condom Understand market factors that are a potential barrier to product uptake for Retailers and Consumers.

19 Methodology Study Type Data Collection Method & Tools Study Locations Descriptive Market Assessment One-on-one in-depth interviews with Consumers and Retailers using a structured, tablet-based questionnaire. Urban areas where Whisper Woman s Condom is distributed: Lilongwe Blantyre Mzuzu Participants Retailers (n=40) Consumers (n=41)

20 Consumer Results

21 Consumer Demographics CONSUMERS N (41 total) Age (avg 27) Female/Male 54%/46% Location Blantyre 39% Mzuzu 34% Lilongwe 27% Education Level Primary 12% Secondary 32% University 56% Relationship Status Married 41% Unmarried/In a steady relationship 32% Single and not dating 17% Single with casual relationships 10%

22 CONSUMERS N Number of Children Zero 61% 1 12% % 4+ 7% Number of times purchasing Whisper Consumer Demographics Zero 61% % 3+ 12% Is Whisper available where you live? Yes 44% No 41% Don t Know 15% Where did you purchase Whisper? Clinic 31% Pharmacy 69%

23 Price Paid for Whisper (per condom)* 200 MWK ($0.26 USD) 284MWK (Avg) ($0.39 USD) 380 MWK ($0.52 USD) Consumer Results : ACCESS Why Whisper rather than another brand? Interested in a new product (69%) Specific product features, like ease of insertion and the lubricant sachet (31%) Dual protection from HIV/STIs (13%) Attractive Packaging (13%) What barriers might consumers face in purchasing Whisper? Shyness, fear, and embarrassment (39%) High Price (32%) Product not being available near the consumer (17%) Lack of knowledge about the product/product features (15%) Cultural values against women buying condoms (15%) * For comparison, male condoms retail at MWK for a pack of three condoms

24 Consumer Results : SATISFACTION & USE Overall, how satisfied were you with your experience using Whisper? Satisfied (88%) Neutral (6%) Dissatisfied (6%) In your opinion, what was/were the best feature(s) of Whisper? Soft and thin material (69%) Lubricant Sachet (44%) Easy to Insert (31%) Stable during sex (31%)

25 Consumer Results : SATISFACTION & USE (cont.) What are some barriers that consumers might face in using Whisper for the first time? Lack of knowledge of how to use the product (20%) Fear of specific product features (foam shapes, insertion capsule) (10%) Time-consuming insertion process (12%) How likely are you to recommend Whisper to a friend? Very likely (64%) Somewhat likely (29%) Neutral (5%) Somewhat unlikely (2%)

26 Retailer Results

27 RETAILERS N (30 total) Facility Type Clinic 41% Retailer Demographics Pharmacy 53% Retail/Wholesale/Other 6% Retailer Position Clinician 13% Nurse 23% Owner 13% Sales Agent/Cashier 25% Manager 20%

28 Are you currently stocking or have you previously stocked Whisper? Currently Stocking (63%) Previously Stocked (12%) Never Stocked (24%) Retailer Results : ACCESS If not currently stocking, why not? No client demand/wants to see demand before purchase (39%) Out of stock/sold out (28%) Discouraged by previous experience stocking female condoms (22%) Lack of information about the product (17%) Interested in other condom brands (11%) Price Selling Whisper (per condom) 150 MWK ($0.21 USD) 263 MWK (Avg) ($0.36 USD) 350 MWK ($0.48 USD)

29 Retailer Results : SALES EXPERIENCE Has your experience stocking/selling Whisper been a positive one? Yes (78%) No (22%) If yes, what do you LIKE about selling Whisper? It gives women more options (93%) It protects women against pregnancy and STIs (66%) I believe in family planning (41%) It has an attractive profit margin (34%) If no, what do you DISLIKE about selling Whisper? Demand for product is low (88%) No return clients (38%) Too expensive for clients at my facility (13%)

30 Summary

31 Access Key Findings: CONSUMERS Low Awareness 56% of Consumers said that Whisper was either not available where they live or they didn t know whether it was available. Ability to Pay Average price paid of 284 MWK Previous FC users Consumers who have previous experience with female condoms may be more willing to purchase a new version of a familiar product.

32 Key Findings : Satisfaction High level of satisfaction amongst those who have used the product. 93% of Consumers said that they were "Somewhat" or "Very likely" to recommend Whisper to a friend. CONSUMERS Other Considerations High level of stigma among Consumers associated with purchasing female condoms. Male Consumers were willing to purchase Whisper. Engaging men may be a successful strategy.

33 First time purchases Challenging to convince Retailers to purchase the product for the first time. Want guarantee of client demand. Key Findings: RETAILERS Pricing Flexibility Retailers to set their own pricing depending on Consumers ability to pay. Counseling Opportunities Need to coach Retailers on how to create a welcoming environment for Consumers, especially for females given the high level of stigma.

34 Time to design your own intervention!

35 Summary Opportunities Continue to highlight attractive features of the product and address concerns/misconceptions Consider additional venues to reach our target audience (institutions, bars, salons, universities) Increase community-level outreach to raise awareness; engage men in outreach Support providers in counseling their clients on condom use generally and specifically for Whisper Work with Retailers to move away from the mentality that one female condom is enough Monitor price/ability to pay Challenges Slow-moving to consumers due to several factors: Stigma Previous experience with female condoms Embarrassment/shyness about the product Size of packaging and confusion about what is in the package Translating interest in the product into purchase and sustained use Understanding male willingness to purchase/use Whisper and shifting stigma around female purchase of condoms

36 1. Form a group at your table 2. Identify the key opportunities or challenges your team wants to address 3. Create a plan that includes: Timeline Objectives Activities Desired Impact 4. Select a representative to pitch your idea to the audience. 5. Vote on the best idea!

37 Let s Vote!

38 Our Strategy Including additional and alternative venues to reach our target audience (institutions, bars, salons, lodges, universities). Increase community-level outreach to raise awareness; engage men in outreach; providing samples during outreach events. Summary Working with retailers to do more outreach at their own clinic/pharmacy to engage consumers and raise awareness about the product. Brand Promotors host facility days where they stay at one facility and engage consumers about Whisper.

39 Thank you!