Years of experience have shown that there is no single way to be successful in international development. What works depends on country conditions: the manner, number and capability of partners on the ground, and the state of the markets for health-related goods and services. Those markets generally mature over time. They may change as a result of political and social factors or new players entering the scene. When such conditions change, consumers generally become better educated and more discerning, and strategies for reaching those consumers must also evolve. This phenomenon is true of social marketing as well as the private sector. PSI is taking advantage of such changes in a number of countries to alter its market positioning in order to improve the cost-efficiency of its programs.