Program Regions
Africa
Asia
Latin America
Near East
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 Near East
In 2003-2004, Near East Division strategies will aim to achieve both improved health behaviors and program sustainability. Health areas encompass reproductive health, maternal and child health, infectious disease and healthy lifestyles.
Major behavior change strategies will be twofold, the first aimed at addressing family needs through a life-stage approach, and the second aimed at linking families to local health information, products and services, through a service marketing approach. Near East programs will also seek to build sustained capacity within the community and among partner organizations to design and implement effective strategic communication programs. In Egypt, in view of the impending closeout of all health and population activities by USAID in 2009, HCP will also seek to build financial sustainability. HCP will help national institutions to mobilize alternative sources of revenue to finance health programs and reduce expenditures by improving the efficiency of the system or restricting the eligibility of program subsidies to those who are most in need.
Life Stage Approach: Recognizing that health content converges at the household level, Near East programs will seek to deliver a unified package of health messages anchored in the idea of the "Healthy Family." Programs will use a life-stage approach to segment audiences according to age-, or stage-appropriate needs of each family member and to address these needs with campaign messages. Key groups will include youth, young married couples, older married couples, and children. While each stage has specific behavioral objectives, this approach recognizes that every stage is transitional and operates within the context of the family and community as a whole. The goal of the program is to enhance the continued practice of healthy behaviors within the family and, by extension, to improve the health status of the wider community.
Service Marketing: Through a service marketing approach, the Partnership will promote products and service offerings in the public, NGO and private sectors as multiple sources through which the family can access health. HCP will enhance the health choices of the family and the community through the mobilization and marketing of specific products and service packages at differential costs in the public, NGO, and commercial sectors. As in the successful Egypt Population/ Family Planning IV model, Near East regional programs will engage the commercial pharmaceutical sector as an active partner in the provision and co-promotion of health products and services.
Build sustained capacity for strategic communication: To achieve program sustainability, HCP will focus on systems in developing technical capacity and in creating "new business models" designed to ensure greater institutional, financial, and demand sustainability. HCP will also continue to strengthen local institutional capacity in strategic communication. HCP will build local capacity among professionals from the public sector, NGOs and the private sector through on-the-job implementation of projects with HCP staff and through regional and international workshops. |
