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APHA Scientific Session and Event Listing

Recorded presentation

Imran Zafar, MBA, Chief Executive, Greenstar Social Marketing, 21-C, 5th Zamama, Commerical Lane, Phase V, DHA Karachi, Pakistan, 011.92.21.5838841, imranzafar@greenstar.org.pk

Pakistan is the sixth largest country in the world – its population of 160 million people is fueled by a fertility rate of 5.3 children per woman, and a low contraceptive prevalence rate of 17%. Strategies to address poor health indicators include increasing the involvement of the private health sector in the provision of priority health services. Social franchising is a potential solution to addressing health needs in Pakistan. Initiated in 1995, Greenstar is network of private providers (doctors, nurses, pharmacists) offering reproductive health and family planning services to low and middle-income clients. Drawing from lessons learned over a decade of experience, as well as from external evaluations and a recent market analysis, this session identifies limitations of the Greenstar franchise and presents the rationale for launching a new private provider network in Pakistan. The GoodLife network will be piloted in 10 districts and will offer maternal and child health services in addition to family planning services and products. Expanding the package of franchised services avoids the stigma associated with family planning and enables providers to broaden their service marketing potential, two identified drawbacks of the Greenstar model. GoodLife also seeks to assure quality standards by increasing the benefits of franchise membership, and thereby motivating improved performance. Improved quality will be achieved by instituting three levels of membership requiring progressively higher competencies and obligations, matched by increased benefits. Based upon evaluation results of the GoodLife pilot, the franchise will be scaled-up nationwide and will eventually replace the Greenstar network.

Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to

• Identify the factors that led Greenstar to develop the new Goodlife franchise.
• Understand the importance of balancing benefits and obligations for franchisees.
• Articulate approaches for achieving improved performance of private health providers.

Keywords: Access and Services, International Reproductive Health

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation