As a market facilitator, PSI Pakistan has employed several strategies such as market development approach assessments and consumer journey mapping to develop unique, innovative and sustainable solutions for populations to cater to their reproductive healthcare needs. These solutions include an increased focus on young populations and methodologies such as human-centered design, “business-in-a-box” and service delivery at the client’s doorstep. PSI Pakistan has also partnered with local non-governmental organizations, such as Greenstar Social Marketing, with expertise in social marketing and community mobilization domains to fully address their clients’ needs.
Our Presence in
Using a market development approach, PSI Pakistan has conducted an extensive use/need analysis on the Pakistani market. After identifying market failures and opportunities for growth, PSI Pakistan determined the most appropriate interventions needed to improve demand and supply in the Pakistani market, while also creating an environment conducive to an equitable, sustainable and healthy market. Following the successful implementation of the 5-year, DFID-funded Delivering Reproductive Health Results program, PSI Pakistan acquired additional funding from DFID to focus on the five-year Delivering Accelerated Family Planning in Pakistan (DAFPAK) program from 2017 to 2022. DAFPAK places a heavy focus on rural areas and aims to reduce maternal deaths, unintended pregnancies and unsafe abortions through increased access to, availability and usage of contraceptive products and services.
PSI Pakistan’s use/need analysis revealed that in the three provinces where PSI Pakistan and its partners operate—Sindh, Punjab and Khyber Pakhtunkhwa—there are 16.9 million married women of reproductive age (ages 15 to 34) who need access to contraceptive methods and services. Of these 16.9 million women, only 8 million (47.5%) use a modern contraceptive method whereas 8.9 million women have an unmet need for contraception. The gap between women who use modern contraceptives and those who need contraceptives but don’t have access to them is highest amongst women living in poverty in rural Punjab. DAFPAK’s primary target population is women of reproductive age in rural areas, especially young women. DAFPAK’s secondary target population includes key influencers such as male partners, mothers-in-law, community and religious leaders, retail networks such as pharmacists, medicine shops and drug sellers, and public sector actors such as executive district officers and district health management teams.
Greenstar Social Marketing
Prior to the establishment of PSI Pakistan, PSI worked in Pakistan through the national non-profit organization Greenstar. Established in 1991 with the support of PSI, Greenstar supports the private sector through national provision of a broad range of high-quality sexual and reproductive health products. As an independent network member, Greenstar is a fully independent entity integrated into to the larger PSI network. This gives it access to cutting-edge marketing and communications techniques, commodity procurement, program management, financial stewardship, contract management, reproductive health technical expertise and organizational development systems.
Greenstar works with the Pakistani private sector and with the Government of Pakistan to inform clients of and provide them access to quality, affordable health products and services. To help meet this gap, Greenstar offers a range of socially marketed products and services for sexual and reproductive health, mother and child health, tuberculosis, nutritional supplements for children and safe water. Greenstar’s products are distributed through a national network of over 7,000 franchised clinics, 70,000 retail outlets and community-based distribution. Greenstar also provides training and quality assurance to the private sector social franchise health outlets within their network. Greenstar is responsible for provision of approximately 53% of all contraceptives, distributed by the private sector in Pakistan.
From January 2018 to September 2019, PSI Pakistan provided more than 450,000 years of healthy life for its clients, including:
years of protection from unintended pregnancy for Pakistani couples
new users reached with modern contraception
We Focus On
PSI Pakistan leads a large DFID-funded project focused on increasing access to sexual and reproductive health products and services. The goal of this funding is to use a social marketing approach to expand the availability of and access to high quality contraceptive and reproductive health products and services. PSI Pakistan provides support to private clinics, shops and pharmacies to increase provision and use of sexual and reproductive health products and services. Other implementing partners on this program are Greenstar Social Marketing, the Rural Support Programmes Network and the Health and Nutrition Development Society.
In partnership with these implementing partners, PSI Pakistan has undertaken five key strategies to better serve consumers and increase provision of reproductive health services in Pakistan:
1) Focusing on a rural strategy
2) Expanding contraceptive method mix and choices
3) Transitioning from a traditional social marketing organization to a cost-recoverable model focused on sustainability
4) Developing appropriate and tailored designs for interventions
5) Provide better segmenting within the contraceptive method mix