Marketing the Program

The vouchers are being marketed to the poor to make their availability known. The distribution strategy is to ensure that they are able to be purchased at convenient and appropriate outlets and at an affordable price. Clients, who are in need of these covered services, will be able to purchase vouchers, entitling them to treatment by a number of accredited health service providers in their vicinity. A marketing strategy was put in place by the Voucher Management Agency and co-operating partners to guide in the:

1. development of a voucher brand
2. communication and market outreach to create awareness
3. assessment and acceptance of the OBA vouchers
4. launching of the OBA voucher brand and mobilizing the target population in the identified locations in Kenya.

The communication media involved in creating awareness include mainstream media (radio), community media (posters for both indoor and outdoor and brochures), community advocacy (through small grassroots women’s organizations, community leaders, doctors and nurses) and on ground activation (educative visits to towns and villages).