Developing a Continuing-Client Strategy: How to meeting clients' changing family planning needs

Family planning programs conventionally have paid primary attention to attracting new clients. Yet, each new family planning user is also a potential continuing client. As more and more people use family planning, continuing clients outnumber new clients by a widening margin. A family planning program that focuses on clients not only when they first choose a contraceptive method but also throughout their reproductive lives can offer better care than one that focuses on new clients alone. People's family planning needs last for a reproductive lifetime, and often change as their life stage changes (11). Adopting a life-stage perspective can help programs identify clients' continuing family planning needs and thus provide information and services as their needs change. This perspective can form the basis for a continuing-client program strategy

Johns Hopkins Bloomberg School of Public Health,Center for Communication Programs,The INFO Project