This step leads to development of a social marketing plan, anchored on behavioral change aspirations. An ideal situation is where the general community patronizes the health services provided by government through PPPs, whatever forms and modalities they have, and even if they will sometimes lead to slightly higher costs. As earlier mentioned, a PPP in health should be seen as the means for better and more efficient health services rather than an end itself. (Further notes on social marketing are in Annex 8.)