The next set of products and services in the portfolio of social marketers in developing countries will be circumcision. Social marketers in the international development sphere have always been distinguished by their focus on using marketing to produce competitive products (relative to their commercial counterparts), at lower prices, with wide distribution and creative promotional campaigns - especially in the areas of family planning and HIV/AIDS prevention. In fact, condom social marketing programs, are part of their vernacular.
With the news today that two randomized controlled trials have demonstrated over a 50% reduction of new HIV infections among men undergoing circumcision, AND the note that two large aid agencies are 'willing' to pay for such interventions, the only question remaining is when the programs start.
And it looks like there is already a market:
In recent years, as word has spread that circumcision might be protective, many southern African men have sought it out. A Zambian hospital offered $3 circumcisions last year, and Swaziland trained 60 doctors to do them for $40 after waiting lists at its national hospital grew.
Marketers of consumer products have it so easy!