Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #105776

Wendy Abramson, MPH, Leslie Patykewich, MPA, Sharon Soper, MBA, and Ali Karim, PhD. DELIVER Project, John snow, Inc., 1616 N. Fort Myer Drive, Suite 1100, Arlington, VA 22209, 703-528-7474, wendy_abramson@jsi.com

Women of reproductive age in union with unmet need for contraception represent an untapped yet achievable market for family planning services and supplies. Given the different objectives of public, NGOs, and commercial sectors, it should be possible to identify their complimentary roles in providing family planning products and services in a country. Coordinating and rationalizing their efforts and targeting strategies would result in less competition for the same clients, allowing each partner to better target and serve their target segment, whether it be an income group, a region, a particular high risk group or an age group. This whole market approach to family planning requires that all partners in a country's contraceptive market understand their role in supplying contraceptives, particularly in resource-scarce environments. This paper presents DELIVER's approach, findings, and lessons learned in developing a practical, multi-sector approach to family planning. In 2005, DELIVER conducted market segmentation studies in Nicaragua and Honduras as part of an overall whole market approach to maximizing resources and addressing unmet need among certain segments. The findings highlight how the current market is segmented—whether contraceptive sources used by different economic groups is consistent with efficient use of public and private resources. The findings and recommendations directly contributed to the development of concrete operational plans from Contraceptive Security committees in each country. Such findings have served as the foundation for improved and rational targeting and lead to improved resource allocation decisions that are expected to boost contraceptive prevalence and increase contraceptive security in the country.

Learning Objectives:

• • Describe the value of adopting a whole market perspective in helping country maximize resources, address unmet need and achieve overall health goals;
• • Identify corporate world best practices that can be used to help engage a whole market response, i.e., coordinated targeting, market segmentation, developing strategic alliances, reducing operational barriers, changing client perceptions to markets, rationalizing supply issues;
• • Identify the value and outcomes of a whole market approach in improved access to FP services and supplies though coordinated and rationalized sector strategies and interventions;
• • Discuss examples of concrete outcomes of a whole market approach.

Keywords: Contraceptives, International Family Planning

Related Web page: www.deliver.jsi.com

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commertial supporters WITH THE EXCEPTION OF Employed with JIS/DELIVER project.