Social Marketing Strategy of Voluntary Counselling and Testing (VCT) HIV-AIDS in Indonesia
Abstract
HIV-AIDS epidemic remains a serious public health problem in the world, including Indonesia. Voluntary counseling & testing (VCT) is one of HIV prevention strategies. Ciputat Health Center is the first health center in South Tangerang which already have VCT services. However, there are still low interest in using the service. This
study aims to descibe the problem using social marketing (SM) perspective. This was a qualitative research with a descriptive approach. Informants were selected using purposive sampling, Seven 7 informants were interviewed, namely Responsible Person of VCT program, head of the health center, health promotion staff, South Tangerang Health Department, NGO partner, VCT patients, and non-VCT patients. The results showed that Ciputat Health Center had made SM, based on four principles: to promote (with leaflet, diary of ODHA, posters, brochures, flipchart, a banner in front of health center, mouth to mouth by cadre, provision of condoms), the product (VCT), while considering the price (freecost for Tangsel supported by Global Fund, other
Tangsel should pay, perception of barrier because of stigma and discrimination), and place (health care’s office integrated with TB Program, mobile VCT). Beside of this, VCT informan said, they don’t know VCT information well, they just suggested by midwife in antenatal care to take a blood test, never promoted by cadre. Health promotion staff said, she never joined SM planning. NGO just facilitated high risk community not to public. The goals of SM just showed the number of VCT target, but it didn't reach. SM missed in the positioning statement. The recommendation is developing the strategy of VCT involved by all staff to promote and giving information, devide the strategy by specific population like mother-to-child transmission and public, minimize stigma by using a campaign, good positioning statement and situation analysis to reach goals of SM VCT.
Keywords: HIV-AIDS, social marketing, VCT.
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