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Total Marketing Approach Studies in 10 ESA Countries

These studies were conducted in 10 countries in order to apply the total market approach principles and methodologies to a range of contraceptives to help design more effective family planning programmes that better meet the contraception needs of all and contribute to universal health coverage.

The ultimate aim was to rationalize the provision of family planning services for long-term sustainability. The 10 countries include Botswana, the Democratic Republic of the Congo, Kenya, Lesotho, Madagascar, Namibia, Swaziland, Tanzania, Uganda and Zimbabwe.

Findings included: TMA concepts were not well understood; for example, there was indiscriminate provision of free supplies, even where they are not needed, for people who can afford to pay for them. High dependence on donor and foreign support resulted in poorly targeted free or subsidized commodities crowding out the commercial sector. Almost all markets are at a less-than-optimal stage of development.