Manufacturer’s Model and Total Market Approach

1. Manufacturer’s Model and Total Market Approach Andrei Sinioukov, Senior Project Officer October 1, 2007

2. Manufacturer’s Model • Commodities are often not funded or subsidized; however, project funds may be used to support brand communication and distribution initiatives to support the private sector brand. • Provides donors and governments with options to allocate limited resources to support other public health initiatives and/or other components of a private sector initiative.

3. Pakistan Market Players • Private sector companies • Greenstar Social Marketing • Key Social Marketing • Public Sector

4. Social Marketing in Pakistan • Greenstar/PSI • Began in 1991 • Condoms, oral contraceptives, injectables, IUDs, emergency contraceptive (EC), subsidized on price • Donated oral contraceptives, subsidized on price • Key Social Marketing • Began in 1996 • Injectables, condoms, commercially priced • Locally-manufactured OCs, injectables, EC, commercially priced

5. The Setting – Pakistan • Two social marketing programs • Promoting the same contraceptive methods – different brands • Using the same types of outlets and focus on urban areas • Both donor-funded • Stagnant market Manufacturer’s Model and Total Market Approach

7. Targeting Subsidies Government • Generic promotion of family planning benefits • Curtail leakage, especially in urban areas Greenstar • Urban: Restrict detailing/transitioning/POS to D-E neighborhoods • Rural: Expand detailing/training/POS to C-D areas Key Social Marketing • Brand-specific promotion of family planning methods • Urban: Strengthen detailing/training/POS to all outlets • Rural: Expand detailing/training/POS to A-B-C areas

8. Key Social Marketing Managed by Constella Futures in partnership with JHPIEGO, local organizations, and local commercial sector partners Mass media – branded and generic BCC and community mobilization with commercial supply Training of private sector providers linked to commercial supply Distribution and detailing support No revenues Key umbrella brand Brands owned by private sector

9. Partners and Brands ALL SUPPORTED BY THE KEY UMBRELLA BRAND Zafa pharmaceutical: local manufacturer Famila pill (low dose) – $0.16 per cycle Famila injections – 3 month (DMPA) – $0.95 per dose Emkit emergency contraceptives – $0.16 per dose Desofam – combined pill (recent introduction) Norifam– one month injectable (recent introduction) Pfizer laboratories – multinational//imported Depo Provera injections – 3 month (DMPA) – $1.50 (being phased out) United Distributors Ltd (UDL)– local distribution company Happy Life condoms - imported, $0.12 for a pack of two BIOGENICS – local trading company Hamdam condoms - imported, $0.16 - $0.20

10. Demand Creation through Mass Media Generic mass media behavior change campaigns In collaboration with the MOPW and Greenstar Addresses misconceptions and fears Promotes male involvement and interspousal dialogue Evaluation shows significant impact in attitudinal change and interspousal communication Brand specific advertising support to grow commercial private sector brands

11. Community Mobilization Female Mohalla Sangat Program • Safe environment • Addresses barriers and misconception • Revolves around an audiocassette that participants can take home • Conducted by a trained LHV who becomes the supplier Male Motivational Program • Targets husbands of female MS participants to encourage dialogue • Promotes benefits of spacing; male responsibility and address issue of male child preference Expanded into the underserved, rural areas

13. Manufacturer’s Model: Strategic considerations • Enriches the private sector • Perception that it does not benefit the poor • The model still is subsidized • Needs to have a clearly articulated exit strategy at project onset

14. Keys to Success • Potential for growing the overall market and encourages private sector investment • Effective targeting of subsidies • Support development effective government policies (health, education, economic development etc.) • Build local capacity • Adequate indicators

15. THANK YOU