HLFPPT - Mahesh Kalra 31st May

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HLFPPT ways to social marketing.https://hlfppt.org/


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Transforming Social Marketing and Franchising for FP in India :

Transforming Social M arketing and Franchising for FP in India Friday | May 31, 2019 | New Delhi

Context Setting:

Context Setting Ministry of Health & Family Welfare Global Health Conference at Kochi Conference Steering Committee Social marketing and social franchising to strengthen the RMNCH+A Ministry of Health & Family Welfare was exploring social marketing and social franchising as strategies to strengthen the RMNCH+A (reproductive, maternal, new born, child and adolescent health) program in India. The Conference's Steering Committee initiated a project to achieve four objectives Synthesize learnings and best practices from SM/SF models in India and globally Create an approach to deliver a prioritized basket of goods through SM Create an approach to deliver RMNCH+A services through SF Draft a costed framework for operationalizing the strategy over a three-year timeframe Global Health Conference on Social Marketing and Franchising Hindustan Latex Family Planning Promotion Trust (HLFPPT) conducted the Global Health Conference on Social Marketing and Franchising at Kochi in December 2013 with support from MoHFW, HLL Lifecare and Indian Institute of Corporate Affairs (IICA)

McKinsey’s Recommendations for SM:

McKinsey’s Recommendations for SM Expand the product basket Go beyond condoms and OCPs, include more profitable products Set our own prices Subject to certain conditions, 30-35% below market rates Shift the contract duration Advocate for 8-10 year contract for greater stability and efficiency Explore bridge funding INR. 450-500 crores over 10 years, as soft loans to become viable. Create last-mile connectors A cadre of last-mile community health entrepreneurs (or use ASHAs) Performance metrics Create explicit performance metrics to ensure availability of products in rural geographies Focus on BCC and DG Undertake category promotion Smaller SKUs & PP 2 pcs pack size for condoms

Social marketing in current context:

Social marketing in current context

Changes in the Social Marketing Ecosystem:

Changes in the Social M arketing E cosystem Condoms price revision SM brands corrected in 2016-17 (from INR. 2per1 pc to INR 3.33/ 1pc MRP ) OCP MRP unchanged INR. 10 per cycle in 2013 to 2016-2019 still INR. 10 per cycle ) Subsidies Withdrawn Government withdrawn marketing and packaging subsidies Erratic supplies S ome SMOs pull out of SM program and go direct to market External funding dries up SMOs reduce their spending on ATL/BTL and activation NACO withdrawn Support Condom social marketing program ends New products for SM Government added new products to free supply ( Chhaya & Antara )

Social marketing can promote the use of essential commodities:

Social marketing can promote the use of essential commodities Condoms Emergency contraceptive pills Pregnancy test kits Sanitary napkins Iron & Folic Acid (IFA) tablets Zinc S ulphate dispersible tablets Oral Rehydration Salt (ORS) Oral contraceptive pills 8 Direct-to-consumer products that SM can address



Some Challenges Still Remain:

Some Challenges S till R emain Sustaining the supply chain after phasing out of NACO CSM Lack of funds for ATL/BTL & visibility through POP material and packaging Wholesale route is becoming unviable due to poor visibility and focus on retail route Funds requirement for launch new products Additional funds for channel partners Counsellor for injectables ATL/ BTL promotion No support for category promotion

Actions Needed for Overcoming the Challenges:

Actions Needed for Overcoming the Challenges Viability gap funding – grants/ soft loans Expansion of SM basket – injectables, EC and weekly pills Category promotion to support SM Division Special vehicles for rural markets Longer duration SM contracts

Social FRANCHISING in current context:

Social FRANCHISING in current context

Desired Objectives of Social Franchising:

Desired Objectives of Social F ranchising Penetration Scaled up network across all districts along with coverage of RMNCH+A services Adoption Increased awareness and adoption of added services through influencing of mind-sets and behaviours Quality Improved quality of services by enforcing standards of care

Social Franchising for Delivering RMNCH+A Services in Rural Areas :

Social Franchising for Delivering RMNCH+A Services in Rural A reas Interval IUCDs Quality sterilization services Full ANC services Essential newborn care Management of high risk pregnancies Diarrhoea management Adolescent reproductive health Comprehensive abortion care services 10 Services that SF can address Delivery and access to EmOC Management of pneumonia

MGHN: a Social Franchising Model for Scaling Up:

MGHN: a S ocial F ranchising M odel for Scaling U p Highly Fragmented & Unregulated Private Sector Public Health Sector Under-Resourced with High Burden 45,000 Preventable Maternal Mortality Cases Annually 1.3 Millions Under Five Mortality Cases Annually KAP Related to Service Uptake Service Cost for Beneficiary OOPE Challenges MGHN Support brings together Private Sector Facilities to Support Public Sector Services Fraction Franchise Model to Increase Access to Quality Ensured MCH and NBC services Community Health Volunteers Promote Counseling, Referrals and Service Uptake Trends Set Prices and Stringent Medical Protocols for Case Management and Service Price Merry Gold Health Network

MGHN Programme Model:

MGHN Programme M odel Merry Gold Hospitals (Urban) Merry Gold Hospitals (Rural) Merry Tarang members REFERRALS REFERRALS REFERRALS Selection criteria for Franchisees Returns committed to the Franchisee Increase in patient foot fall Training Communication & branding O utreach activity L 3 network support Accreditation support etc. Bed size Services Manpower Equipment availability Agrees to abide on quality parameters and price list Others

MGHN: Reach & Impact:

MGHN: Reach & Impact 64 RAJASTHAN 338 UTTAR PRADESH & UTTARAKHAND 57 BIHAR 43 ODISHA 502 networked facilities in 2017-18 Network Size 500 + hospitals ANC 2,000,000+ Institutional deliveries 300,000+ PNC 1,000,000+

Ujjwal in Bihar and Odisha:

Ujjwal in Bihar and Odisha L1 facilities EmOC , C-sections, normal deliveries, FP services, MCH services L2 (public and private) Basic Obs care, normal deliveries, FP counseling, insertions and injectables Ujjwal Saathis (incl. ASHAs) carry products to supplement their income L1 clinics 78 L2 clinic 214 Ujjwal Saathis 6,000 REFERRALS REFERRALS REFERRALS Two part model works better than a model with one type of facility Upfront accounting for sustainability made franchisor more focused on collection of fees ASHAs doubling up as outreach for the network led to a conflict for referral



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