Strategies for Changing the Behavior of Private Providers

As the international health community progresses in achieving global development goals, the ability to change the behavior of providers to achieve optimal health outcomes becomes more critical. This primer was designed as a resource for field staff who implement private provider behavior change programs. Informed by professional experience and a literature review, the primer covers behavior change theories and an adoption model. A review of the four forces that influence provider decisionmaking (company promotion, product experience, outside information sources, and environmental factors) draws on examples from developing countries. It concludes with essential information for program design and implementation.