Historically, PSI has always taken an enterprise-style approach to global health challenges, coupling donor funding with marketing, the use of branded products and consumer insights from the private sector. Now, PSI is leveraging this approach in markets that can support social enterprises to fulfill donor expectations for more sustainable approaches. PSI uses sound marketing and business discipline in its social enterprises to ensure the long-term viability of consumer-powered healthcare by balancing the pursuit of social impact and financial self-reliance.