Demand Creation for Services & Products

Why demand creation fails, and how to fix it

Many programs invest in excellent services that people don't use. Clinics are ready but empty. Products are available but stay on shelves. The usual response is more awareness. Often that isn't the problem.

People may already know about the service but face practical barriers: travel costs, long queues, unfriendly staff, fear of being seen, or a partner who disapproves. Effective demand creation finds and removes those barriers, then uses communication to invite people in.

That's why our work always looks at both sides: the person and the service.

The demand creation funnel

We map each audience's journey from first hearing about a service to using it again, and find where people drop off:

1. 01

   Aware

   They know the product or service exists and what it offers.

2. 02

   Interested

   They see it as relevant and valuable for someone like them.

3. 03

   Intending

   They plan to act and know how, where and when.

4. 04

   Trying

   They take the first step, such as a visit, purchase or sign-up.

5. 05

   Continuing

   They keep using it and recommend it to others.

Each step needs different tactics. Awareness may need mass media; the jump from intention to action often needs reminders, referrals, convenience or social support.

Demand creation tactics we use

• Community mobilization

  Working with leaders, groups and champions to make the behavior visible and approved.

• Interpersonal communication

  Scripts, job aids and coaching for health workers, agents and peer educators.

• Digital and mass media

  Radio, SMS, WhatsApp and social media matched to how audiences actually get information.

• Referral systems

  Simple, trackable referrals between community workers, outreach and service points.

• Service experience

  Fixes to opening hours, waiting times, privacy and provider attitudes.

• Nudges and incentives

  Reminders, defaults, commitment devices and, where appropriate, small incentives.

Demand creation for health and beyond

We support demand creation for immunization, family planning, HIV and malaria services, and for nutrition, WASH products, savings and insurance, and climate-smart agriculture.

Global health partners increasingly emphasize demand-side work. For example, Gavi highlights demand generation as part of reaching under-immunized children. Our approach ensures that demand work is tied to real service readiness and measured in uptake, not just reach.

How we build a demand plan

1. 01

   Map the journey

   We review service data and talk to clients and non-users to find where people drop off.

2. 02

   Check readiness

   We confirm services and supplies can meet extra demand.

3. 03

   Design the mix

   We choose the tactics that address each drop-off point.

4. 04

   Test and launch

   We pilot in a few sites, fix what doesn't work, then support scale-up.

5. 05

   Track uptake

   We monitor the funnel and adjust tactics every few weeks.

Ethical, informed demand

Good demand generation respects people's right to make informed choices. It gives accurate information about benefits and risks, avoids pressure or misleading claims, and never creates demand for a service that cannot be provided safely. In family planning, for example, voluntary and informed choice is a core principle. We build these standards into every program we design.

Linking demand to supply

Creating demand for a product or service that is out of stock, too far away or poorly delivered can damage trust and make future work harder. We work with program teams to check readiness before launching activities, including stock levels, staffing, opening hours and referral systems. Where gaps exist, we recommend phasing activities or addressing service quality first.

We also help teams set up feedback loops, so that frontline staff and community mobilizers can report problems quickly and managers can respond.

Measuring service uptake

The real test of demand generation is service uptake: more people using the product or service, and continuing to use it. We help programs choose indicators that track uptake, such as new clients, return visits, coverage and completion, using routine service data wherever possible. We also track the steps along the way, such as awareness, intention and referral, so teams can see where people drop out and adjust.

Uptake data is most useful when it is reviewed often and broken down by place and population. That way teams can spot areas or groups that are being left behind and focus their community mobilization there.

Choosing demand generation channels

The right mix of channels depends on the audience and the stage of the decision. Mass media and digital channels are good for raising awareness and making a service feel normal. Interpersonal channels, such as community health promoters, peer educators and providers, are better for answering questions and helping people act. Reminders and referrals help people follow through.

We use audience research and routine data to choose and sequence channels, and we test small changes, such as a new reminder message or referral slip, before scaling them up.

Need more people to use your service?

We can help you understand why uptake is low and build a practical plan to change it. Contact us, or see our SBCC strategy and nudge design services.