PPP and

Social Marketing
The Public Sector
Guarantor of the rights of citizens, including
RH rights

Responsible for assuring that citizens have

access to RH services, products and
information

Provider of those services where it can

provide those most efficiently and effectively

Partner, facilitator, contractor and regulator

for the provision of those services by the
private sector
The Private Sector

Consists of commercial sector/market forces and

broader civil society, including non-profit
organizations

Commercial sector is responsible for 70% of health

care in Pakisan and has social responsibility.

Non-profit organizations providing 5% of health care

in Pakistan and have a key role in harnessing
commercial sector for public health goals and
advocacy.
The Premise for a Partnership

Premise

People need an array of products, services and behavior

change to maintain good health, however, these are not
happening adequately because:

Gaps and systemic issues with public sector service

delivery
Market failures
Comparatively small scale and funding scarcity for NGO
service provision
Weak accountability
Why Social Marketing
How Does the Commercial Market Fail?

LOW DEMAND
Minimal purchasing power
Inadequate knowledge and behavior for maintaining good health

LOW SUPPLY
Not enough qualified providers
Quality of services to the poor is inadequate
Low incomes for service providers to the poor
The Partnership for Social
Marketing
MPW assistance and support to harness donor support

Government exemptions for duties and taxes

Private sector infrastructure harnessed to:

Provide subsidized contraceptives through market

mechanisms at affordable prices to the low-income
populations

Create greater availability of quality RH services through a

network of trained private providers

Increased demand for these private sector products and

services through branded and generic mass media and
behavior change campaigns
Products Services
Condoms Continuing professional
development for health
Contraceptive pills providers
Hormonal In-service training on
injections IUD insertion and
Voluntary Surgical
IUDs
Contraception
Clean Delivery Kits
Provision of effective FP
Iron/multivit counseling and services
tablets
Monitoring and self-
Pre-packaged regulation of quality of
 Results
Breadth of private sector distribution infrastructure makes
contraceptives much more easily accessible

Subsidized pricing makes contraceptives affordable to low-income

population

Trained and incentivized private sector providers make RH

services more widely accessible

Training and regular follow-up and monitoring improve quality of

RH services in the private sector

Purchased products and services, even at minimal cost, are

valued and used

Greenstar, after MPW, is the largest provider, delivering at least 25%

of all FP products and services in Pakistan.
Possible Future Partnerships for Social
Marketing

Government provision of subsidized commodities for social

marketing

Government provision of free air-time on public media for

SM brand and behavior change campaigns

Provision of SM products through public sector and

referrals between the two sectors

Expansion of existing partnership to rural areas and

facilitation of donor funding for such an initiative

Existing model is collaborative and complementary, the

contracting model remains available to pilot
Thank You

As partners, with the same mission,

public and private sectors can put
people first – for long-term impact.