Total Market Approach to Family Planning

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HIPs Webinar: Social Marketing

Webinar: Social Marketing: Leveraging the Private Sector to Improve Contraceptive Access, Choice and Use

The FP High Impact Practices team hosted Social Marketing: Leveraging the Private Sector to Improve Contraceptive Access, Choice and Use, the sixth installment in the HIPs webinar series. Hear from experts with experience designing and implementing social marketing programs, which make contraceptive products accessible through private-sector outlets while using commercial marketing techniques to achieve specific behavioral goals. Check out the social marketing brief and view the webinar recording.

SHOPS Project

Projects Implementing a Total Market Approach to Family Planning

The Strengthening Health Outcomes through the Private Sector (SHOPS) Plus project, led by Abt Associates, works to increase availability, improving quality, and expanding coverage of essential health products and services in family planning and reproductive health, maternal and child health, HIV and AIDS, and other health areas through the private sector. Implementing Total Market Approaches: Family Planning and Beyond, a commentary originally published in Cases in Public Health Communication & Marketing, focuses on multisectoral approaches that have been implemented in family planning and in other health areas.

Evidence Project

The Evidence Project uses implementation science to improve family planning policies, programs, and practices. Led by the Population Council, the project investigates which strategies work best in improving, expanding, and sustaining family planning services, and evaluates how to implement and scale up those strategies. Working with stakeholders, the Evidence Project fosters the application of this evidence to health systems, with the goal of improving service delivery and access to vital information and contraceptives—critical elements for reducing unmet need and unintended pregnancies around the world.

Making Markets Work

In Making Markets Work, Devex and its partners consulted health market experts and international development professionals to explore the common challenges that block market access and highlight some of the intervention strategies that actors across sectors are using to increase access — from forming innovative partnerships, to developing markets, to social marketing, and medical franchising. A blog series, accompanied by an interactive scenario exploring various health market hurdles and solutions, created a conversation around effective health financing, analyzed key challenges blocking universal market access in the healthcare supply chain, and proposed strategies to make markets more effective.


Personal insights from and for the global public health community

Read the latest K4Health Blog posts by technical experts at K4Health and colleagues from collaborating organizations for commentary. If something strikes a chord with you, leave a comment and spark a discussion!

  • Blog post

    When it comes to doing family planning work in low- and middle-income countries, where there is so much (and so many different types of) work to be done, where do you start? How do you decide where to focus your efforts, or how to make sure you aren’t repeating the same research or offering the same services as another group?

    At PATH, we are strong advocates for the total market approach (TMA) to family planning (FP) to help address these challenges. We see a TMA as a collection of principles to help providers of contraceptives reach the largest possible proportion of the population and make the most of existing supplies of product in a country or region. While every organization working in this space has a slightly different interpretation of a TMA, at its heart are three consistent ideas:

    1. The government is the steward of the family planning market
    2. ...
  • Blog post
    A woman from the DRC.

    The DRC needs a family planning program that works for all women. Photo: PATH/Georgina Goodwin

    In November 2016, PATH partnered with the Democratic Republic of the Congo’s Ministry of Health to hold a three-day workshop in Kinshasa that brought together the public, commercial, and private nonprofit sectors to advance a total market approach to family planning. A total market approach is a process that combines the strengths of all marketplace sectors to ensure that women get the supplies and services they need, through the right channels, and at the right price. In the DRC, aligning marketplace sectors can help to solve the inequities in our current system—where many poor women can’t access or afford family planning services. This lack of access contributes...

  • Blog post
    How PSI Views the Total Market Approach

    How PSI Views the Total Market Approach

    There are now more than 300 million women and girls using modern contraception in the world’s 69 poorest countries, with more than 30 million of those users added since 2012. That’s the good news. The more challenging news is that despite this progress, health markets in low- and middle-income countries often operate inefficiently, failing millions of potential family planning (FP) consumers.

    In an uncertain funding climate, donors, governments, and implementers need to target resources and create solutions that have the highest impact and return on investment. One approach that has gained increasing traction this past decade is the Total Market Approach, or TMA.

    At its core, TMA for...

  • Blog post
    Women in Cameroon receive membership cards for a mutual health organization intended to reduce out-of-pocket healthcare costs.

    Women in Cameroon receive membership cards for a mutual health organization intended to reduce out-of-pocket healthcare costs. © 2012 Okwen Patrick Mbah, Courtesy of Photoshare

    Markets are made up of human beings. They are not just emotionless spaces where products and services are bought and sold. This is especially true of the market for family planning products, which ideally provides “...women with a range of options, enabling them to choose for themselves how to best fulfill their individual reproductive intentions” (see Market Shaping for Family Planning, p4). And yet, when mired in theoretical discussions of total...

  • Blog post

    Total market approach (TMA): A lens for assessing actors and interventions in all three sectors (public, private non-profit, and private for-profit) of the health system. Programs and policies promote and enhance contributions from all sectors and are client-focused.

    Why is it important to consider family planning services?

    A total market approach for USAID programs considers products but must also consider family planning services. A TMA focused on products might not help us achieve our objectives of expanding method choice, meeting unmet need, and access for all. TMA that includes family planning services can help us do even more:

    • Focus on all contraceptive methods, including the following:
      • Provider-dependent methods like implants and IUDs
      • Methods that don’t have a commodity (but may have surgical supplies or tools) immediately associated with them (tubal ligation, vasectomy, standard days method)
      • New and/or underused methods
    • Consider key issues associated with making contraceptive
    • ...
Topic last updated: July 19, 2017