TUBERCULOSIS PREVENTION

Social marketing
Group 9
Situation Analysis Mis-anticipation of incidences: India has always downplayed the
number of incidences of TB. The incidence of TB in India at 217
per 1,00,000 population was revised as earlier it was wrongly
estimated at 127 per 1,00,000.

Unreported cases: Many TB cases do not come under

notification of the public or private health sector. Notification of
TB cases is said to be a mere 58%.

Lack of Awareness: Awareness is not imparted by doctors and

other concerned people about India’s Directly Observed
Treatment Short Course (DOTS) to patients of TB. Under this
program, TB is treated free in the public sector. DOTS is a
strategy to control tuberculosis recommended by the World
Health organisation.

Incomplete treatment: It is one of the major reasons for

uncontrolled increase of TB cases. It should be made sure that
the patient complete their medication course of 6-8 months, so
that the disease is cured and does not reoccur.
 Situation Analysis

• Tuberculosis, • Ease of testing • Unhygienic living • Poor primary health-care

making the Quick • Prevention of conditions infrastructure in rural
test kits available transmission of TB • Non-accessibility of areas
for ease of testing through DOTS to many people • lack of political will
and changing the communicable • corrupt administration
behavior of the channels
people around it • Spreading
awareness

• Curbing Tuberculosis
by bringing a
behavioral change of
regular diagnosis of TB
using self help kits
• Election timing
• Treatment of TB is free • DOTS
• Companies, NGOs are
at all public hospitals • TB campaign by Amitabh
taking up the
Bacchan
responsibilities

2 4 6 8
Objectives & Goals
Behaviour Objective :
• To increase early detection and voluntary testing at health camps and
hospitals
• To increase awareness and testing penetration in India
• To not rule out TB in cases of prolonged cough or congestions

Knowledge Objective:
• Stages and types of tuberculosis
• The knowledge that Tuberculosis is curable and needs to be diagnosed as
early as possible
• Knowing that it is highly communicable and can affect families at large
Belief Objective:
• Tuberculosis can be fatal
• It is not a taboo and can be cured easily with regular medication
• Overall health and hygiene
Target Audience
•Out of the total 9 Million cases in the world, India has 2.3 Million cases each year

•Though it is a treatable air-borne disease, but TB treatment reaches only 59% patients

•India has doubled the deaths by tuberculosis (TB) in 2015–480,000 deaths, up from 220,000 deaths in 2014

•Top infectious killer in 2016

•Undetected TB patients: 930,000

•Treatment success rate is 88%

Target Audience
Behavioural modifications are practically
feasible only in a specific set of people viz. Key Stakeholders
• Rural : People with limited or no access to Beneficiaries
hospitals
• People living in slums • These are the key people who will benefit from it
• Staff of national TB programmes • Children, men, elders, public health agencies,
• Public Health agencies government
Hence these will constitute our core target
group Executioners
• People helping to execute the program
Target Community: Slum areas in and around • Panchayat, Civil societies, healthcare workers,
Mumbai healthcare communities

Change Agents Influencers

• Children: Most loved member of the family • People who would influence others to adopt the
• Women: Most caring member of the family behaviour change
• Families in the community who lost lives of • Healthcare workers and communities, Survivors
their family members due to unawareness
and lack of timely treatment.
• Public Health agencies conducting health
camps
Product Design

Augmented Product Subsidized treatment at public-private

health centres
Actual Product
Train an ambassador from each village
Quick test kits to increase
diagnosis penetration
to use kits, making it easier to get tested

Core Product Partnership with corporates and NGOs

Tuberculosis
prevention Awareness and diagnosing camps in
association with private-public
Place: Making access convenient
Place of Promotion Activities
Schools Plays, games, fun activities, storytelling, documentaries,
lectures, Sports Day, teacher trainings,

Hospitals / Health centers Health checkup camps, Speech from doctors

Playgrounds/Parks Outdoor advertising, Information camps, plays, puppet

shows, beautification drives, short movies, dance and
songs
Densely populated areas Railway stations, bus stands, Street plays, speech from
local leaders/CBO members

Committee Centers/Common place of gathering Group discussions, Informative communication materials,

plays, trainings, Panchayats

NGO Centers Imparting learnings to women and men

Promoting the Cause
Key Message: Increasing awareness about the disease,
eliminating the associated stigma and promoting ease
of testing for Tuberculosis using the Quick-Test Kit

To
To Know • Tuberculosis is To Act
• People: Get
• General awareness Believe curable themselves tested
about the disease – o Success stories, once coughing
Causes, symptoms, Testimonials persists for more
treatment available • The earlier the than 2 weeks
• Healthy practices to detection, the • Rural Health Care
prevent spreading TB easier to cure. workers: Use of
o Not spitting • Completing the Self Test Kits to
o Covering the mouth DOTS ensure timely
while coughing treatment is detection of the
the only cure. disease
Communication Material – General Awareness

Use of statistics: The great Indian Spit is the main

reason for harboring 1/3rd TB infections in the country
Number of people falling ill each year

Sharing information about symptoms, best practices

and treatment available.
Communication Material – Tackling Stigma

Testimonials from
real life survivors like
Manisha
Using celebrity endorsers
to tackle the stigma
around TB and its cure.
Communication Material – Ease of Testing

The Test kits will enable ease of

testing especially in the interior
areas where medical practitioners
are not equipped with the best of
facilities and the process of
sending a sample and obtaining
results is difficult and
inconvenient.
Promotion : Communication Channels
Door to Door Advertising
Distribution of brochures and Pamphlets to people and Medical
Practitioners
Maintaining a count of all the TB infected homes and members

Using modes of Transport

Use of Posters on all public modes of transport like the buses
and the trains. Also using in train audio advertisements

Use of Mass Media and occasions

Print Media, Radio, Television Ads, Ads at Local theatres and
Melas held in the village at various occasions and festivals

Events
• Awareness camps, free test camps
Partnerships
NGO GOVERNMENT
Operation ASHA is dedicated
to bringing tuberculosis
treatment and health
services to the poorest of
the poor in India’s urban
slums and rural villages.
Partnering with government will help to
include our products in their already
existing campaigns

HOSPITALS
Partnering with private
Started hospitals to set up
campaigns like health camps in rural
Stop TB areas and providing
Partnership treatment at a low cost
Costs

Entry Cost Exit Cost

Non-Monetary Monetary
Non-Monetary Monetary

As Checks are No Costs

Tests and done through
Checkups are Travelling Psychological borne for
skin and blood fear checks and
considered as an , safety of Buying costs to
act of shame. reach NGO testing
checks and Quick Test Fear of being
Thus there is Kits from and tested
fear
Psychological fear Government Government positive with
associated
in the rural Medical Common TB after check
with hygiene
Communities of tests. Agencies Village camps
Pricing strategies
• PRODUCT – Quick Test Kits
To be distributed to medical practitioners
and ambassadors from every village to
ease the process of diagnosis and increase
penetration of TB prevention
 Non-Monetary Incentive
 Well-being and stability in the
family and society
 Easy of availability to perform
testing.
 More aware of the testing
procedure and affects on health
• PRODUCT – Public Private Partnered
TB eradication camps
• Social Product
 First visit – Free
 Visit once a month – Rs. 5
 Visit 3 times for 3 months – Rs.10
 Visit 12 times in a year – Rs. 25
 Monetary Incentive
 Complementary sugar , Blood Pressure
checks/tests.
 Free meal provided for people with 3
Visit and 12 Visit coupon taker.
 Non-Monetary Incentive
 Extra Counseling on Tuberculosis
causes and preventions
 Well-being and status in the society
Evaluation & Monitoring
Measuring Changes – KPIs
• Increase in number of people buying Quick Test Kits – Head
Count on monthly basis
• Increase in number of people attending Camps – Partnering
with NGOs , other private partnerships
• Revenue Increase – Increase in quarterly and yearly passes
distributed

The measurement needs to reported to the Area head for Test kits. and
to partner firms like NGOs and BMC Health Dept. for camps. This will
help in allocation of funds in future
Budget & Funding Sources
Health
• Rental
check-up • Logistics
camps
• Human resource
• Partnership with
corporates and
NGOs
• Hoarding
- CSR Budget of Promotion
• Graffiti
Material
companies • Sported Day
- Sponsorship of
activities

• Crowdfunding Training and

• Video development
Development • Knowledge material
Cost
• Trainer costs
• Political Leader
Implementation, Evaluation & Monitoring
• Stage 1
Create ‘Swasthya k ambassadors’. Healthcare workers and
community people and TB survivors in rural areas.

• Stage 2
Spread mass awareness. . Spread awareness and education
about the disease via banners, talks by influencers, short films,
skits etc.

• Stage 3
Empower the influencers. Empower them to take ownership of
the existing community and run and maintain them like their
own.
Implementation, Evaluation & Monitoring
• Stage 4
Haar Ghar Shapat. Go to each house, make them take an oath
and provide brochures and Pamphlets to people and medical
practitioners.

• Stage 5
Reward change in behaviour. On visiting multiple times,
coupons of check-ups for other diseases like BP, Diabetes are
given to the household, which can be redeemed from the tied-
up hospital.