Lessons Learned From Market Based Approaches to MNP Distribution &
Promotion
IETJE REERINK
2 November 2015
UNICEF-funded learning project on social marketing of MNPs (2013-15)
Country programs implemented by PSI in four countries since 2013
Generating learning and evidence on market-based approaches to optimize access and use of MNPs
Local funding by UNICEF and/or other partners
Project Background
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A TMA is a system in which all sectors - public, socially marketed and commercial - work together to deliver health choices for all population segments. The goal is to ensure that those in need are reached with the appropriate products: those in the poorest communities receive free products, those with slightly greater resources benefit from partially subsidized products, and those with a greater ability to pay may purchase their products from the commercial sector
Total Market Approach
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Using a Market Approach to ensure sustainable access to MNPs and to encourage long-term behaviour change
Marketing mix 4 “Ps”– Product brand & positioning– Place multiple channels– Price affordable pricing structure– Promotion SBCC strategy to increase caregiver awareness aboutIYCF, incentivize intermediaries and to encourage the use of MNP
Project Approach
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Madagascar Total Population 22 million
Population living on less than $1.25 per day 76.5%
Child mortality 72 per 1000 live birth
Main cause of child mortality: Pneumonia 21%
Malaria 20%
Diarrhea 17%
Malnutrition
Nutrition Situation Stunting affects more
than 49% of children under five (at least 2 million children)
– Exclusive breastfeeding in Infants 0-6 mo : 42 % (MDG
2013)
– Anemia in CU5 - 50% (DSH
2009) (across all income groups though highest among lowest SES quintiles, 57% vs 40% (2009 data)
– Diversified diet for 6-23 mo - 13% (MDG 2013)
No other MNP available on the market except limited availability of fortified ready-to-use porridge
Plumpinut for school aged children in the South
MNP Social Marketing ProjectLaunched in May 2012 to improve IYCF in two rural and two urban areas of Madagascar through the social marketing of an MNP for home fortification.
Goal: To contribute to a reduction in micronutrient deficiency (specifically iron deficiency) related morbidity and mortality in Madagascar, and to promote appropriate complementary feeding of infants and children.
Expected Results Contribute to the reduction of iron deficiency
anemia and other micronutrient deficiency levels among children 6-23 months in four districts;
Pilot and document successes and challenges for the scaling up of a sustainable social marketing strategy for distribution of the MNP among project beneficiaries in urban and rural target areas; and
Increase knowledge and awareness among caregivers of children 6-23 months about the benefits of optimal infant feeding practices.
The Pilot Areas Distribution started in February 2013 Two rural coastal districts with high
anemia levels and UNICEF presence Social franchised clinics in Antananarivo
and Fianarantsoa (urban highlands) Targeting children 6-23 months and their
caregivers 15,106 children targeted in the rural
areas
Evidence-Based Decision Making
Qualitative formative study (rural) (baseline and mid term) Pre-test of logo and packaging Willingness to pay data (rural) IPC and mass media impact evaluation
(rural) (at two intervals) Household quantitative study with anemia
test (rural)(baseline and end line) Provider KAP (at 2 intervals, rural and
urban) Qualitative final assessment (external)
Product MNP containing one
recommended nutrient intake (RNI) of 15 vitamins and minerals for home fortification of complementary food for children 6-23 months
Pre-testing confirmed mothers and providers’ preference for name, logo and information on the box and sachet
Price: W2P -
50
100
200
300
400
500
1,0
00
1,5
00
2,0
00
2,5
00
3,0
00
4,0
00
5,0
00
6,0
00
7,0
00
02468
10
Willingness-to-pay price per box (in MGA)
FE MJG TNR
Price MGA
Rural price Urban price
Willing-to-pay prices are well above proposed prices
Marketing and communication strategy developed around archetypes
Multimedia communication campaign
Point of sales materials
Promotional materials for mothers and providers/CHWs/SPs
Promotion P
UNICEF - CO
UNICEF – Supply Division
PSI/Warehouses
Public channel (BHC/SP/CHW) -
rural areas – at $0.1 per box
Private channel (SF clinics)– urban
areas - at $0.5 per box
Beneficiaries
Place: Supply & Distribution Chain
$
– High trial and acceptance rates at urban and community level: 46% for 1st box; 45% the 2nd box, 25% the 3rd box
– Positive impact on IYCF practices (11% 47% for diversification indicator)
– Positive impact of IPC and mass media on dietary diversity (29.8% in non-exposed versus 52.2% in exposed groups) and MNP use
– 1,230,630 sachets distributed in 12 months
Some Results
799 890
65%
430 740
35%
ZZT sales by channel
Rural sales
Urban sales
Use of MNP
Impact on Breastfeeding
Impact on Anemia
Impact on ICYF Practices
Impact on Knowledge & Perception
Some Challenges… Poor quality of
product resulting in high drop out and distrust
Data reporting and quality (rural)
Urban users follow up
Small budget for communication
Lessons Learnt Initial qualitative work was critical to get the Price and
Promotion/Communication P right. The existing CBD SM system provided an ideal opportunity to integrate the MNP
Product quality and lack of routine quality testing caused serious problems that last well into the scale up
Short orientation on SM for key partners, clear assignment of roles and responsibilities at all levels and regular meetings built understanding and trust
Getting the reporting/ and monitoring system right is tricky. Regular follow up meetings with CHWs were held to reinforce messages, allow for exchange and address misunderstandings/confusion/rumors
Scale Up Phase Full regional coverage; 1 additional region; public sector sites in Antananarivo
Pharmaceutical channel (2016); SF clinics in 9 sites
Change in execution model: NNO/MOH/PSI
Access to MNPs? – Among the most vulnerable?– Was the product affordable and were intermediaries
sufficiently motivated? Availability of MNPs?
– More consistent availability? Targeting of subsidies where free product exists? Better penetration?
Demand for and knowledge of MNPs? Generate learning to guide replication?
– In a variety of contexts with different models? Sustainability?
– Cost Recovery? Growing the total market for MNPs?
Did the Project Help Improve:
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Consult the Program Management and Market Based Approach pages on the HF TAG website:
http://network.hftag.org/category/market-based-approach
A short video can be found at: http://youtu.be/GZs_oV7OkbQ
Read more on the Madagascar Final Qualitative Evaluation in the Sight and Life publication Volume 28(2)2014
Ask me directly as part of the facilitated discussion on the HF TAG (November 11-13)
Know More?
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