How PSI is Shaping Markets to Address Global Unmet Need
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 family planning is about making the most efficient use of existing resources and delivery points in the health system to generate demand for FP and ensure all consumers can access the products and services they want. But it’s not only about maximizing what’s going on in a market—it’s about shaping it as well. USAID defines market shaping as the ability of all actors in the market (producers, distributors, host governments, donors, providers) to use their purchasing power, competencies, influence, and technical know-how to address where the market is failing and make it work better to maximize public health impact.
- Health Care