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Journal of Macromarketing
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29/3/220    most recent
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Putting Patients First

Social Marketing Strategies for Treating HIV in Developing Nations

Zoë Chance

Harvard Business School, zchance{at}hbs.edu

Rohit Deshpandé

Harvard Business School, rdeshpande{at}hbs.edu

It is more than mere coincidence that the highest rates of HIV occur in the world’s poorest countries. Of the over forty million people currently living with HIV, 95 percent are in the developing world. The first part of this article explores the economics of HIV and treatment from a social marketing perspective. The second part of the article uses three specific case histories of successful social marketing organizations in Africa, Asia, and South America to inductively generate a consumer (patient)-centric marketing model. The focal organizations are unique in that they all identify patient needs first, then work backwards to develop economically viable solutions. Their solutions are not without flaws, and the future of these programs remains uncertain, but the authors hope that illuminating specific cases within the consumer-centric marketing paradigm will shed light on ways in which other organizations may be able to serve the poor profitably.

Key Words: social marketing • HIV • AIDS • pharmaceuticals • poverty

This version was published on September 1, 2009

Journal of Macromarketing, Vol. 29, No. 3, 220-232 (2009)
DOI: 10.1177/0276146709334529
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