204. Commercial Market Strategies (2001), ‘Marketing Reproductive Health Services: Moving Beyond Traditional Social Marketing’, Proceedings of Technical Advisory Group Meeting, (May- 3), Commercial Market Strategies (CMS), Washington DC.

Over the past decade, family planning social marketing has moved increasingly from the marketing of family planning products (e.g. condoms and pills) to the marketing of a broad array of reproductive health services and service organizations. Being effective at marketing services (as opposed to products) requires that marketers adapt traditional marketing techniques and develop new marketing tools. It also requires viewing quality and client provider interactions as central components of the marketing strategy. This document is a summary of discussions that took place in a Technical Advisory Group Meeting by the CMS in May 2001. CMS invited a panel of experts in the field of services marketing to share their experiences with CMS and USAID. The deliberations of the members are highlighted in the document in the form of experiences and lessons learned in marketing of services, common themes and key messages across various examples, trends, challenges or implications in the development of services marketing tools.