An evaluation of clinic promotion activities in Egypt: the CSI experience.

This paper reviews a series of communication campaigns of the Clinical Services Improvement (CSI) project. It also shows how effective communication support to quality services combined with continuous learning and proactive planning became the main factors that helped shape what may be described as the model for clinic operations in Egypt. Established in 1988 by the Egyptian Family Planning Association CSI committed itself in providing high quality reproductive health care services to a potential market that is willing to pay modest amounts for such services. Realizing the importance of effective communication support CSI and Johns Hopkins Universitys Population Communication Services developed a comprehensive information education and communication strategy and intervention program. In addition they implemented the clinic-based interpersonal communication component the outreach program and the mass media campaigns. Overall evaluation of the CSI campaigns highlights two main lessons learned: 1) that mass media can bring people into clinics and help increase their satisfaction levels more so when combined with interpersonal communications; 2) that quality service effective communication support and continuous learning and adaptation are the essential ingredients of clinic success.