Case Detail

Case Summary

Chlorhexidine Adoption in Nigeria

Case Number: 5-217-255, Year Published: 2017

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Key Concepts

Health Care, Marketing, Marketing Planning, Marketing Strategy, Nonprofit Marketing, Social Responsibility, Society and Business Relations

Abstract

It is January 2017, and Nikki Tyler, market access advisor at the U.S. Agency for International Development's Center for Accelerating Innovation and Impact, must recommend an actionable strategy for how to use the $10 million contributed by global donors and foundations to scale up the use of chlorhexidine in Nigeria. It was clear that chlorhexidine, a substance applied to newborns' umbilical cord stumps to prevent infection, could reduce infant mortality significantly. However, changing behavior would be an enormous challenge. This case gives students an appreciation for the importance and complexity of global health issues, along with an understanding of key analytic techniques for approaching a complex market situation. Students quickly learn that there are no easy answers to encouraging chlorhexidine's greater use. To develop a plan, it is essential to complete detailed analyses, study insights and motivations, and ultimately compare different possible solutions, considering efficiency and efficacy.

Learning Objectives

After reading and analyzing the case, students will be able to understand why improving global health is both important and difficult; complete a stakeholder analysis, assessing motivations of each player; appreciate the importance of segmentation and targeting; construct a patient journey and use it to develop action plans; and create a coherent plan.

Number of Pages: 17

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: Nigeria, Africa

Industry: Health Care

Organization Name: U.S. Agency for International Development

Decision Maker Position: Market access advisor

Decision Maker Gender: Female

Year of Case: 2017