Products from the AFFORD Health Marketing Initiative, including Injectaplan, MoonBeads, and Protector, available for sale at the Nyeihanga Medical Clinic in Uganda. © 2007 Jennifer Orkis, Courtesy of Photoshare
In its strategy document for 2014-2020, USAID’s Office of Population and Reproductive Health identified total market approach, or TMA, as a key focus area for their work. Advocates argue that a TMA can increase access, improve equity, and make health systems more sustainable. While we can all agree that these are laudable outcomes, many people have been left wondering just what a TMA is. The term itself is jargon and not very clear. For a long time, different people would mean different things when they used the term, adding to the confusion. In recent years, though, a general consensus has begun to emerge.