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Segmenting the Philippine family planning market: Utilizing data from the National Demographic Health Survey to mobilize public and private policy and decision-makers towards contraceptive self-reliance

Maria Odilyn M. De Guzman-Lazaro, MA, PRISM Project, Chemonics International Inc., 23/F Wynsum Tower, 22 F. Ortigas Jr. Avenue, Ortigas Center, Pasig City, 1600, Philippines, (+63-2) 6352397, odeguzman@prism.org.ph and Jeffrey Sine, MPH, PhD, Chemonics International, 1133 20th Street, NW, Washington, DC 20036.

In the Philippines, contraceptives have been provided ‘free for all' since the Philippine Family Planning Program (PFPP) was established in 1970. Donor agencies provided substantial contraceptive commodity support to the program for most of this period. Now, faced with a phase-out of donated contraceptives, the Philippines' Department of Health (DOH) has issued an (Administrative Order to guide local governments towards implementing a contraceptive self-reliance strategy. One element of this AO encourages local governments to provide the poor with priority access to subsidized contraceptives whilst assuring non-poor users access to affordable, commercial contraceptives. In a country where half the population subsists on less than two dollars a day and amidst scarce government resources, such a segmentation strategy requires the public sector to efficiently target these subsidies to the poorest. Complementing this public sector strategy, commercial suppliers, who were not keen on the contraceptive market, now have the incentive to market a broader range of products to capture less-poor FP users who will not have access to public subsidies. The PRISM Project completed a market segmentation analysis using data from the National Demographic Health Survey. Findings identify groups who will need subsides to maintain access to the contraceptive method of their choice. They also define groups who are likely to prefer commercial products in the post-donor support environment. Also, by utilizing market segmentation analysis, contraceptive market players will be able to identify, plan their efforts, and address the contraceptive needs of specific market niches.

Learning Objectives: At the conclusion of the session, the participant will be able to

Keywords: International Family Planning, Sustainability

Presenting author's disclosure statement:

Not Answered

Policy and Advocacy Best Practices

The 134th Annual Meeting & Exposition (November 4-8, 2006) of APHA