Drug sellers Outline

							Communication Strategy Outline
 1. Analysis Summary: Target Audience - Drug sellers
                     60-70 % of the drug sellers do not dispense Zinc
 Problem             15 - 20% of the drug sellers do not dispense ORS in case of diarrhea
 Statement           15 – 20 % do not dispense neither ORS nor Zn (this is an an estimation from the
                     field – as we have not conducted any survey)
                      Change in awareness level
 Changes the          Change in behavior
 Problem Calls For   Change Statement – Drug sellers should change from dispensing antibiotics/anti-diarrheals to
                     Zn and ORS in cases of diarrhea
 2. Communication Strategy
                   Drug sellers should believe that Zn & ORS is the best diarrhea therapy (recommended by
                   formal and informal providers)
 Desired Changes
                   They should start stocking/dispensing ORS and Zn in case of diarrhea, (this is subject to RMP/FP
                   prescription push, and distributor sales push).
                   Low awareness of zinc (and ORS?) treatment for diarrhea
 Barriers
                     Drug sellers follow the prescriptions of formal providers and RMPs. If the latter do not
                     prescribe, then drugstores are not likely to stock and dispense on their own.
                     By the end of the project there should be
                     70% increase of drug sellers who know the correct treatment with Zn and ORS
 Communication       70% increase of drug sellers who stock Zn and ORS
 Objectives          50% increase of drug sellers who dispense Zn and ORS
                     40% increase of drug sellers who dispense correctly Zn (10-14 days) and ORS (at least for 2 days)

                     Our communication will emphasize the benefits of zinc and ORS treatment to the Drug sellers -
                     By dispensing Zn and ORS therapy for Diarrhea, they will have more satisfied customers, a
 Strategic
                     better reputation, and better business Our communication will align with our communication
 Approach
                     to caregivers to create a recognized trained health care professional worth the trust of the
                     caregivers
                     A Brand has to be developed around the Zn & ORS therapy with a powerful identity (Logo), and
 Positioning         strong positioning (to differentiate the Zn & ORS therapy from other treatments); A recognized
                     DAZT-trained drug seller is worth the confidence of the caregivers.

 Key Content          Zn & ORS has to be established as the best Diarrhea therapy in the mind of the Drug sellers
                     because it is recommended by formal providers, RMPs, and requested by caregivers
                     Highly visible material for the drug seller AND for caregivers: Shop Hoarding, Certificates,
 Channels,
                     Testimonial AV, (The single minded brand concept will provide the synergy among the different
 Activities, and
                     channels and materials through all the communications to other audiences).To be aligned with
 Materials
                     the communication to other audiences: formal providers, RMPs and caregivers