Employing Consumer Perception Insights to Address Dissonance and Increase Product Acceptance: Freedom5 Case Study

Abstract

The essence of the chapter is use of communication mix used for addressing the dissonance of the women among reproductive age regarding long-term contraceptives. The use of Intrauterine Device (IUD) has remained static at around two percent for the last decade and a half, despite IUDs being an effective reversible contraceptive. There are many myths and misconceptions prevalent in the communities, which have resulted in this low use of IUD. The different communication channels, interpersonal counseling, mass media, medical detailing and helpline, have the same objective of raising awareness and dispelling negative words regarding IUD. An outbound call through helpline is based on the principle of AIDAS (Awareness Interest Desire Action Satisfaction). A helpline call through counselor help in assuring women of the method adopted and creates brand ambassadors for IUD, who in turn motivate other women in the community.