Using Consumer Data to Inform Marketing Strategies for Chlorhexidine for Umbilical Cord Care Programming in Kenya and Nigeria

To date, distribution and communication channels being used at the country level for the introduction of 7.1% chlorhexidine digluconate (CHX) for umbilical cord care have been selected based on experience and knowledge gained through other public health programs rather than using results from targeted consumer research related to the 4Ps of social marketing (product, place, price, and promotion). To identify effective place and pricing strategies for the introduction of CHX in Nigeria and Kenya. Observational cross-sectional study of potential consumers in two countries. Data were collected from women who (i) were currently pregnant and had birthed a child previously or (ii) had delivered an infant within the past 3 months through face-to-face household interviews using structured questionnaires in four states in Nigeria (n = 319) and four regions in Kenya (n = 604). The use of cord care substances, timing of use, product channels and prices that women pay for them, and preferences related to CHX are highlighted. Country-specific and audience data related to the 4Ps should be used to develop context-specific strategies that address the preferences of women. For example, in Nigeria, using retailers to distribute CHX would be a reasonable strategy, whereas in Kenya, use of retailers would be better as an augmentative strategy. Differentiating CHX from existing cord care substances, especially methylated spirits, is important for both countries. In Kenya, the strategy should articulate the benefits of CHX compared to dry cord care in areas of suboptimal hygienic conditions. In both countries, pricing CHX slightly lower than methylated spirits may be the optimal pricing strategy, given that the perceived value/benefits of the two products are similar