PSI typically trains these organizations in both marketing and motivational techniques. The health products are sold to the NGOs at wholesale prices. The NGOs then resell the products in their communities at the retail price, thus generating revenues for their own organizations. Theoretically, any program can become sustainable if the product price is simply increased to cover all costs. The problem with doing this in most developing countries, particularly the poorest ones, is that the price would become too high for most people in the country.
PSI is dedicated to serving lower-income persons.
Some social marketing entities try to use standardized, continent-wide brands and try to manage programs through regional offices, but such systems have been costly and less effective. But when the subsidies end, promotion declines, retail prices are usually raised, and sales decline, particularly to lower-income consumers. PSI is now experimenting with different models, including variations of the manufacturer's model, to improve their effectiveness and efficiency. PSI's programs have been highly successful in terms of efficiency, sales, and reduction of disease and mortality. PSI delivers products at lower per-unit costs than other social marketing organizations, and at costs lower than those of alternative delivery systems.