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“Keystone Design Framework” and “Keystone Design Process” are trademarks of Population Services International; all rights reserved.
Over the years, PSI has successfully evolved a social marketing approach that is based on key principles that we believe help ensure the successful design and delivery of interventions.
To help apply these principles to our work, as well as that of program designers across the field of international development, we created the Keystone Design Framework, a simple yet rigorous approach to help apply marketing discipline to the design and implementation of public health interventions.
To find out if Keystone is right for your team’s next program, check out the Keystone Manual.
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Program Expenses
Management, General, Fundraising Expenses
By the fourth phase, interventions have been designed to address specific constraints or opportunities in the market that are related to the target consumer’s health need. Research and analysis have also been conducted to inform the intervention design, and ensure that it will promote a healthy, sustainable market and make it easier for the target consumer to adopt the desired behavior, product or service.
Now it’s time to implement! In this last phase of the Keystone Design Framework, the intervention(s) are prepared and passed on for implementation.
The first two phases clarify which health market problems need to be solved and and how to solve them. This includes selecting the right interventions, defining specific deliverables required within a set timeframe and identifying which stakeholders are best placed to act against key market opportunities and constraints. In the Design phase, plans are developed for interventions specific to the implementing organization, including a deliberate plan to learn from the implementation experience.
In the Decide phase of the Keystone Design Framework, a plan and timeline are created to address how the implementing organization and other market actors can intervene to address key constraints and opportunities, moving the market toward a desired future state. The initial development of this plan is centered on deciding which market actors are best positioned to improve different functions across the market.
In order to decide how to most effectively intervene in a market to address a health need, it's necessary to assess the present state of the market, identify target consumers and clarify how consumers and other market players should change their behavior related to the health need you have identified.
