The "Gynecological Health Awareness - Every Woman is an Expert" campaign is a significant initiative by the Vietnam Community Project Board, sponsored by Canesten and Bayer Vietnam. The main goal of the campaign is to raise awareness about reproductive health and break down psychological barriers surrounding gynecological diseases among Vietnamese women. This campaign exemplifies a pharmaceutical marketing strategy combined with corporate social responsibility (CSR), contributing to building trust and promoting positive action in the community.
Pharmaceutical Marketing Strategy and Corporate Social Responsibility
This campaign is based on the national project "For Women's Development," involving major organizations like the Women's Union, the Education Labor Union, and the Women's Labor Union. ADCREW, the executing agency, skillfully combined various communication elements to spread the message of gynecological health awareness.
Campaign Objectives
- Change Perceptions: Eradicate misconceptions about gynecological diseases and encourage women to proactively take care of their health and share knowledge with future generations.
- Provide Accurate Knowledge: Help women understand common gynecological conditions and preventive measures effectively.
- Encourage Action: Motivate women to undergo regular gynecological checkups and seek support from healthcare professionals.
Target Audience
- Vietnamese women, especially those in reproductive age and mothers with adolescent daughters.
- Social organizations such as the Women's Union, the Education Labor Union, the Women's Labor Union.
- Doctors, healthcare specialists, and obstetric gynecology hospitals.
Campaign Strategy Implementation
Phase 1: "Gynecological Health is Not a Taboo – I'm Not Afraid to Share"
- Organized over 100 workshops and seminars across 36 provinces to break down psychological barriers about gynecological diseases.
- Provided online and offline courses on women's health care, including lessons for adolescent girls.
- Utilized multi-channel media such as newspapers, television, social media, and KOLs to spread the message.
Phase 2: "Every Woman is an Expert"
- Trained volunteers and health promoters with in-depth knowledge of reproductive health.
- Created both online and offline communities for women to share experiences and knowledge about gynecological health.
- Offered free online consultations with healthcare professionals.
Campaign Results
- Enhanced Awareness: Millions of women have dispelled misconceptions about gynecological health and are encouraged to seek help from experts.
- Improved Knowledge and Behavior: Women have become more proactive in managing their gynecological health.
- Expanded Reach: The campaign reached over 9 million women nationwide, having a profound impact on the community.
- Enhanced Brand Reputation: The Canesten brand has been widely recognized and became a trusted choice for women's gynecological health care.
Conclusion and Key Takeaways
The "Gynecological Health Awareness - Every Woman is an Expert" campaign demonstrates the success of combining pharmaceutical marketing with CSR. It has significantly changed perceptions and behaviors regarding gynecological health. This model can be applied to other public health campaigns to address community health issues.
- Multi Sector Collaboration: Close cooperation between businesses, government organizations, and healthcare professionals is crucial to success.
- Diverse Communication: Using multiple communication channels helps effectively reach the target audience.
- Building Interaction and Community: Encouraging women to participate in community activities creates a strong support network.
Measuring Effectiveness and Sustainability
- Strong Sales Growth: After two years of implementation, Canesten’s sales grew significantly, indicating the long-term success of the campaign.
- Sustained Knowledge Retention: Two years after participation, women still remember and apply the gynecological health knowledge they gained.
