innovative demand creation for vmmc in zambia...innovative demand creation for vmmc in zambia...
TRANSCRIPT
Innovative Demand Creation for VMMC in
Zambia
SOCIETY FOR FAMILY HEALTH Dr. Albert Machinda, Project Director
QualitativeResults:JourneyMapping
• 2years3monthsfromawarenesstocircumcision
• MajordropoffduetoCognitivedissonance
• 3Strategiestoreducedissonance:
ü Decreasenegativeneartermconsequences
ü Increaseneartermbenefits
ü Compresstime
94%Aware 34%Circumcise
11%Advocate
SOCIALLYSUPPORTEDBELIEVERS
Base:alluncircumcisedmen,n=1189
SELF-RELIANTBELIEVERS
FRIENDSDRIVENHESITANTS
INDIFFERENTREJECTERS
SCAREDREJECTERS
KNOWLEDGEABLEHESITANTS
TRADITIONALBELIEVERS
17%
27% 6%
11%
19%
9%
10%
Moderatepotential(11%ofuncircumcisedmen),buthighcommitmentandlikelihoodtoadvocatetowideaudience;needtoovercomesomedissonanceissue.
Moderatepotential(9%),buteasyconversiontoactionandhighlylikelytoactasadvocatesforfriendsandtosomeextentothermen.
Moderatepotential(10%),butthekeybarrierisconcerninsafetywhichreducemotivation– increaseoftheircommitmentisrelativelyeasybyaddressingtheirissues.
Largepotential(20%),butratherlowmotivationandneedinadditionalassuranceinneedofVMMC.Butcanbeeasilyconvertedbystrongadvocacyaroundthem.
Largepotential(17%)butlowmotivationandstrongconcerns,includingfearsandembarrassment–needalotofsupport.
Largepotential(27%),buthardtocrack;absenceofmotivationandalmostnoconcernsorfears,butcouldbereachedviaadvocatesinthecommunity.
Smallpotential(6%),noneedinsupport;haveveryhighcommitmentdrivenbytradition.
SEGMENTPRIORITIZATION:SEVENSEGMENTS
FROMDATATODESIGN
• Prioritizationofsegments• WorkshopforInsights• Designtailoredapproaches• AdaptTypingTool
SITUATIONAL ANALYSIS
5
STEP 1: SEGMENT PRIORITIZATION: CRITERIA BY ALL SEGMENTS
HUMANCENTEREDDESIGNAPPROACH
Hygiene:HeneedstohearaboutthehygienebenefitsofVMMC butalsotounderstandexactlyhowtheyareachieved.He’sskepticalaboutthecleanlinessaspectanddoesn’tunderstandthelinkbetweenhygieneandreducedinfections.Showingamodelofforeskin,andexplainingabouthowtheexposedskiniseasiertowashhelps.Mentionofwomenhereembarrassesthem.
Riskreduction:Heneedstounderstandthemeaningof60%protection,buttounderstandtherisktheyalsoneedbasicinformationonwhatanSTI is.It’simportantnottooverwhelmhim,asthisisanewconcept,buttogiveenoughbasicinformationtoappreciateriskreduction.
PainManagement:Hewantstoknowthatthepainisbearable.
Healing&Aftercare:Hewantsverydetailedinformationonwhattodotocareforhimselfafter,eventothelevelofwhattemperatureofwatertodrinktostayhydrated.Sincehe’slessinformedaboutsexhealsoneedstoknowwhyamancan’thaveitforsixweeks.
Popularity:ItisbesttoemphasizethattheMOH approvesofVMMC enoughtowantittobefree.
NationalPride:MOH approvesofVMMC andheisbeingaresponsiblemanbyhelpingreachanAIDSfreegeneration.
WhatdoesMr.Greenneedtohear:
POPULARITYPAINMANAGEMENTRISKREDUCTION
NATIONALPRIDE
FRIENDSDRIVENHESITANTS:MR.GREEN
HEALING&AFTERCAREHYGIENE
MostRelevantIPC Tools:60%Jar:KeepitbasicPain-o-meter:EmphasisonhealingHygieneMessaging:PenisModelBuddysystem:Chancetojoin
ValueStatement:“NowthatIknowhowVMMCworkstokeepmecleanandhealthy,whywouldn’tIwanttodotheresponsiblething?”
SITUATIONAL ANALYSIS
PROCEDUREWALKTHROUGH
TRUEORFALSEWHEEL SEXWHEEL BUDDYSYSTEM
60%JAR VIPWAITINGROOM PAIN-O-METER
HCD APPROACH: PRE-TESTING AND PROTOTYPING
HYBRID IPC PILOT DESIGNTAILOREDAPPROACHES- JOBAIDSPERSEGMENT
HYBRID IPC PILOT
Pilotednewapproach• 6-monthpilot,August2016- February2017• 5-daytrainingofhealthpromoters
DEMANDCREATIONPILOT: MEASUREMENT&PHASE1PILOTRESULTS
Zambia VMMC Program PilotIndicators
Project Outcomes Efficiency (increasedconversionrate)andeffectiveness(increasedMCs)
Programmatic Indicators Client age distribution,HPproductivity,effectiveIPCformat(groupsize)andsetting(locationofclients)
SITUATIONAL ANALYSIS
358
301
148
212
100
Avg.ReceivedFullIntervention/HP
Avg.AppointmentBooked/HP Avg.ActualMCs/HP
PILOTFINDINGS:JOURNEYCASCADE
INTENT
ANTICIPATE
182
1631
1042426
77 44
412
4146
2327
1104
170 88
10-14 15-19 20-24 25-29 30-34 35ANDABOVE
ConversionrateofClientsReachedbyAgeGroupAug2016– Feb2017(n=6926)
91% ofclientscircumcisedbetween15-29yearsduringpilotperiod
44%
39%
45%
39%
52% 33%
Circumcised ClientsReceivedFullIntervention
PILOTFINDINGS:ClientConversationRatebyAgeGroup,Aug-Feb2017(n=8,227)
39%
756536 504
820
272 311 202
1698
1099 1091
1394
526720
398
45% 49% 46% 59% 52% 43% 51%
PILOTFINDINGS:VMMCBookedvs.Actual,AllSegments(n=6,926)
SITUATIONAL ANALYSIS
1.Datadeliverymatters.Presentation,user-friendlinesskeyconsiderations.
2.Mustalignoutreachstructure/communicationchannelswithsegmentationapproach.Tailoringiskey!
3.Jobrequirementsmaychangeandextratraining/timemaybenecessary
4.M&Esystemupdatesmayberequired;nearreal-timedataextremelybeneficial
CHALLENGES & LESSONS LEARNED