Health Services Marketing for Routine Child Vaccinations in the Philippines

What is it about?

This study examines one developing country's experience in implementing the World Health Organization (WHO) Expanded Program of Immunization for infants and young children. Of particular concern to decision-makers in many developing countries like the Philippines are persistent disparities in utilization and completion rates for free, mandatory child vaccinations. Consequently, high prevalence of some vaccine-preventable diseases remains. The study finds that search and information as well as monitoring and enforcement costs can significantly constrain herd immunity.

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Why is it important?

The externalities of child inoculations suggest a vital role for creative social marketing in improving health care accessibility and quality. A marketing mix of place, cost, product/service, and promotion underpins this consumption behavior-change strategy. Relevance and adaptiveness to target beneficiary needs and socioeconomic realities in developing countries are key challenges. The final section of this study identifies specific marketing strategies that address these challenges.