Final technical report: "The Effectiveness of Social Marketing Strategies in the Implementation of a Male-Only Clinic" MSA (Mercadotecnia Social Aplicada A.C.). Contract No. CI87.36A July 1 1987 - June 30 1989.

This report contains the findings of an operations research project conducted in Mexico entitled "The effectiveness of social marketing strategies in the implementation of a male-only clinic" a study which confirmed that the basic principle of social marketing can be used to effectively promote vasectomy as a family planning method. Mercadotecnia Social Aplicada carried out the project which took place between July 1987 and June 1989. The site of the project was the Clinica PROFAM para el Hombre a male-only clinic located in a middle-class suburb of Mexico City which began operating on November 1987. The objectives of the project were to: 1) test the effectiveness of a social marketing strategy using billboards to promote the services of the clinic; 2) test the effectiveness of the press to promote services exclusively for males; 3) assess the effectiveness of a male promoter to promote vasectomy in the workplace; and 4) carry out an analysis of the psychological and social characteristics of the men requesting services at the clinic. During the 18 month study-period 886 men contacted the clinic 47% of whom were interested in vasectomy. 19% of the men actually underwent a vasectomy. Of everyone who contacted the clinic 66% learned about it through the billboards while only 18% had heard about it through newspaper ads. Workplace promotion failed to generate any significant demand for services. The project succeeded in attracting its target population: middle-class men professionals or men living or working in the vicinity of the clinic. The promotion costs however were high--$41/contact for the billboards. While the study revealed a high level of satisfaction with the services the report provides a few suggestions for improvement.