New Total Market Approach Course Now Available Online

Bettina Brunner

Abt Associates | Senior Associate

Sean Callahan

Abt Associates | Program Analyst

The Strengthening Health Outcomes through the Private Sector (SHOPS) project, USAID’s flagship initiative on the private health sector led by Abt Associates, is pleased to announce the release of the Total Market Approach e-learning course hosted on the USAID Global Health eLearning Center.

Total Market Approach GHeL Course

What is the total market approach and why is it important? Let’s start with an example to help explain this concept.

In Ivory Coast in the early 2000s, UNFPA over-procured free condoms and distributed the excess to youth groups for community promotion, while the World Bank was providing free condoms to truckers and others. At the same time, local distributors and social marketing organizations sold condoms on the local market. The flood of free condoms undercut the condoms for sale in the local marketplace and distorted the picture of real demand. This problem has been repeated for other products such as hormonal contraceptives, oral rehydration solution, zinc, and insecticide-treated nets in other countries throughout the developing world.

The total market approach takes into account free, subsidized, and commercial delivery methods for a more sustainable approach that seeks to increase access to priority health products for all segments of a population. Central to a total market approach is robust engagement of stakeholders from the public, private commercial, and private nonprofit sectors, with government leading the process.

Using short chapters, a pithy style, and practical examples, the new course on the total market approach defines the concept, describes its origins, and discusses challenges to this approach. The course also identifies key stakeholders and outlines the process of developing a total market approach and measuring its impact.

The course will guide USAID Missions and others seeking to assist governments on how to use the total market approach concept to maximize resource use, increase access to priority health goods, and improve sustainability.

For more information, take a look at the course.