Purpose- Neonatal healthcare is a critical issue in public health management. The purpose of this paper is to analyze neonatal health in South Asia. This paper specifically examines the neonatal period of an infant’s development, the time from birth to the first 28 days, and the importance of providing each newborn with the necessary vaccines, treatments, and care they may require. In addition to examining neonatal health and those diseases/problems that afflict children without proper care, a closer look will be taken at Southern Asia, where research shows nearly 75 percent of the neonatal deaths that take place in the world, occur. Design/methodology/approach- An extensive literature review using recently published works, government documents, and organizational reports is employed. The research is based on case studies of six South Asian countries and several international participating agencies and non-governmental organizations working on the improvement of neonatal health. Findings- The research shows that the majority of the countries in this region lack the funds necessary to provide aide, health services, and other preventative care to their populations. Without the global attention, intervention, and resources provided by these organizations, any progress made in the area of neonatal health in these regions will continue to be hampered. A social marketing framework designed to address this critical public health challenge is presented. Originality/value- In the modern world, much advancement has been made in terms of neonatal and maternal health and well-being. As the years have passed, the world has seen many improvements on clinical procedures, health policies and regulations, the quality of training for doctors, nurses, and related specialists, and the various pieces of medical equipment used throughout those hospitals and clinics located within the developing world. Unfortunately, data provided by various research efforts have shown that neonatal mortality continues to occur at high rates throughout countries in South Asia. Individuals in these countries lack access to health care, health education, and other essential components that influence a mother’s ability to produce a healthy child and keep that child safe and illness/issue free throughout this fragile period
