PSI has almost 50 years of experience in consumer-driven social marketing, but the needs of consumers continue to evolve and health markets are becoming increasingly complex. To help make universal health coverage a possibility, the way we market health solutions to consumers in developing countries needs to change, too. That’s why we’ve introduced the Keystone Design Framework, a new standard for program design that will guide teams across our network in developing effective, scalable and sustainable interventions. Keystone brings together public health excellence and enhanced marketing discipline and builds on PSI’s historical planning processes and our market development approach.
The framework includes tools, templates, resources and practical guidance to help teams:
- Diagnose problems in healthcare markets that make it difficult for consumers to adopt healthy products, services and behaviors,
- Decide which interventions will produce the greatest health impact,
- Design solutions that are built upon input from our target audiences and sound marketing and public health fundamentals,
- Deliver actionable work plans and budgets to support successful implementation,
- Learn from experience and continually improve interventions.
Keystone weaves a wide range of activities—from market landscaping to consumer journey mapping to portfolio management—into a structured yet flexible approach that can be adapted across health areas and market contexts. The framework is equally applicable to developing health market strategy, updating a marketing plan for an existing product or service and designing an intervention in response to a new business opportunity. Ultimately, Keystone is designed to give all of our major investments a strong underpinning of marketing discipline and public health expertise. We’ll capture evidence-based theories of change that will help us to better demonstrate the effectiveness of our services. We’ll learn and share what we find from this work to reach the ultimate goal: delivering lasting impact for consumer-powered healthcare. — Nikki Charman, Director, Global Marketing, PSI
Banner image: © PSI/Emma Beck