The key to a successful family planning program lies in the wide range of contraceptive choices available to couples. Progestin-only injectable contraceptives (PICs) are a highly effective, safe, and convenient method of contraception that should be made available as a choice to couples in need of family planning.

Two progesterone-only injectable contraceptives are available on the market—Depo Provera and Noristerat. Depot medroxyprogesterone acetate (DMPA), marketed by Upjohn as Depo Provera, is licensed in more than 130 countries, including the USA. Norethisterone oenanthate (NET-EN), marketed by Schering under the trade name Noristerat, is licensed in over 60 countries. Together they provide some 20 million women with contraceptive protection each year. In 2001 alone, PSI's social marketing programs worldwide generated 621,000 couple years of protection (CYPs) from PICs.

In December 1995, PSI launched its first progesterone-only injectable contraceptive social marketing programs in Guinea and Nigeria. PSI now markets PICs in Benin, Bolivia, Cameroon, Guinea, Haiti, India, Kenya, Madagascar, Myanmar, Nigeria, Pakistan, Togo, Uganda, and Zimbabwe, having provided over 1.7 million CYPs since 1995.

PSI's marketing strategies for PICs are aimed at creating consumer demand by addressing the key barriers to use, usually related to safety concerns, and meeting that demand by ensuring that health service providers (where clients usually go for advice on hormonal methods) are knowledgeable about the method. These goals are achieved through both consumer and service provider advertising and promotional campaigns. Service provider campaigns are often executed through the use of a PSI detailing force.

Because social marketing distributes products through commercial channels as well as clinics, the products are made readily available to consumers. Products are priced at a level that is affordable to low-income consumers with competitive margins built in to motivate the trade to stock the product.

To supplement marketing activities, PSI trains service providers in family planning counseling and method administration. Service providers include doctors, paramedics, and pharmacists, as they are often the first points of contact for clients interested in learning about these methods. Notable examples of PSI's work in training service providers include the Green Star project in Pakistan and the ProFam project in Zimbabwe.

• Green Star project in Pakistan
• Back