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BandhanKolkata, India

Market Research for health promotion

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Market Research ProcessThe market research was a week long exercise

conducted with a team of 6 Bandhan staff members under a consultant hired by FFH

conducted at ONE branch, situated in the district of South 24 Parganas of West Bengal

amongst 224 Bandhan members out of the total of 2160 members (nearly accounts to 10% of the total members) in Baruipur branch.

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Purpose of the research study To assess the demand for health protection services among poor women who have been members of Bandhan.

To understand and identify the health protection needs of Bandhan members.

To prioritize and design an appropriate and affordable product.

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Demographic Profile of the target population.

Age Group: 18-40 years(90% members fall under this age group)

Average Family Size:4-6 membersAverage Income: $56-90 per monthSources of Income:- Small trades(bidi making, tailoring, making surgical instruments) agricultural activities, daily wage laborers and the like

Average monthly expenditure on health: $11-18

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Methodology used for the research

The study was conducted mainly using qualitative research methods. Two broad categories of methodology used are: Focus Group Discussions (FGD) Participatory Rapid Appraisal (PRA)

Other methods: In-depth Interview with thelocal health service providers including thegovernment hospitals.

Secondary sources: recent health census

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Research findingsMajor Diseases(%)

5.3215.96

15.96

10.6413.83

15.96

9.58

12.77

Diahrrea Cold,fever and cough Gastricgynae problem jaundice Skin DiseaseTuberculosis Appendix

Major 3 Diseases• Cold, cough

and Fever• Gastric• Skin Disease

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Other major findingsThe respondents prefer Govt. hospitals since they provide cheap medical services.

It has been observed that it is not the lack of access to health care services, but lack of ability to pay which is one of the main causes of health care problems presently faced in the study area.

There is poor access to a variety of financial services to meet up their health care financing needs in times of emergency.

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Market Research findings Contd..

They are interested to save for future to avoid inevitable financial crisis during health emergency.

They are interested to receive preventive health education.

The respondents also prefer Primary Health Centre for treatment of minor ailments.

During emergency they are referred to visit private nursing homes.

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Coping Mechanisms..sources of financial loan%

28%

16%29%

12%

7%8%

Credit of Moneny lenders Mortgage of assets

Relatives neibour/friends

Selling of assets others

The data shows that respondents rely heavily on the moneylenders.

The last resort for the respondents is to sell/mortgage their possessions to meet up their financial need during emergency.

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Intended InnovationMarket research report highlights the emerging health

needs of the clients. In order to respond to those needs, Bandhan implemented the following health service options.

Access to emergency health loanAccess to medical services at a subsidized rateAccess to savingsAccess to health education Provide insurance service through Partner Agent

Model. If not at this preliminary stage, but at least in the near future

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Proposed productInitially Bandhan introduced:

Health Education Program

Emergency Health Loan