Population Services International (PSI). 22 April 2013. Co-Authors: Julie McBride (PSI), Nirali Chakraborty (PSI),. Kim Longfield (PSI), Mary Warsh (PSI) ...
INFLUENCING PROVIDERS THROUGH MARKETING DISCIPLINE NIKKI CHARMAN Population Services International (PSI) 22 April 2013 Co-Authors: Julie McBride (PSI), Nirali Chakraborty (PSI), Kim Longfield (PSI), Mary Warsh (PSI)
Improving Health Service Delivery
Social Franchising in PSI
10,000+
FRANCHISEES in 27 NETWORKS IN 26 COUNTRIES
Addressing the Goals of Social Franchising
Health Impact Improving population health Equity Enabling the poorest to access services Quality Assuring adherence to well-defined standards Health Market Expansion Delivering services that would otherwise not be provided Cost-effectiveness Providing services at equal or lower cost to the alternatives
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1. The PSI Franchise Business Model
Franchise Brand
Franchisee Standards and Procedures
Franchisor Operating System
Financing Mechanisms
2. The Business in a Box Guidelines, resources and tools that make it easier for platforms to align with and scale up the PSI Social Franchise Model.
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Audience Insights
3. The DELTA Marketing Planning Process
Market System
Brand Position
Marketing Objectives
Brand Position Product Price Place Promo P
P
P
P
PROVIDER Objectives PROVIDER Strategies
4. The Provider Archetype
Audience Profile: Demographics Roles Behaviors Factors associated with behavior Psychographics
5. The Adoption Stairway
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6. The Provider Behavior Change Communications Process
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Influencing Providers Through Marketing Discipline - Summary
1. Align with the Standard Franchise Business Model 2. Use the Franchise Business in a Box Toolkit 3. Follow the Delta Marketing Planning Process 4. Use Provider Audience Archetypes 5. Use the Adoption Stairway 6. Employ Provider Behavior Change Communications
