Full Market Impact™
AED's Full Market Impact™ (FMI™) model provides the framework
for our public-private partnerships in programs. The FMI™ approach
engages partners from the private sector, non-governmental organizations,
and the public sector in comprehensive and synergistic efforts that aim
to increase the practice of healthy behaviors, and generate and fulfill
demand for an affordable and accessible range of "public health"
products and services.
FMI™ addresses the four P's of marketing, (product/supply,
and promotion/demand and appropriate use) and
has three expected outcomes—equity, commercial
viability, and sustainable public health impact.
The following summarizes the strategies for addressing FMI™ components
The Four P's of Marketing
- Increase supply of health commodities and services by supporting partners
in the private, public, and NGO sectors to expand marketing of existing
and new products and services that meet the needs and desires of target
- Encourage the commercial health sector in the developing world to
go beyond its traditional (higher-income, higher-margin, and more profitable)
markets, and reach down to the "base of the pyramid."
- Facilitate market segmentation—where the private, public, and
NGO sectors all play a critical role in serving the total market—taking
advantage of each sector's comparative strength.
- Increase use of public health products and services among at-risk
and vulnerable groups by ensuring access to subsidized products and
services while promoting affordable full-priced products to the greatest
extent possible to reduce dependence on donated products, increase commercial
participation in public health programs, and enhance prospects for sustainability.
- Stimulate competition and promote the need for a level playing field
to encourage commercial investments and build sustainability within
the private sector.
- Encourage investment from the commercial sector to expand the reach
of health products and services, coupled with building distribution
- Engage NGO partners and community-based groups to help reach key target
groups not easily reached through the commercial sector.
Promotion/Demand and Appropriate
- Increase the use of health products and services by generating demand
through coordinated, research-based communications campaigns that aim
to promote growth of the whole product category (e.g., condoms, diarrhea
treatment products, or artemisnin combination therapy for malaria) rather
than a single company's product brand.
- Execute focused behavior change communications that include peer-education
programs, interpersonal communications, and other activities that directly
interface with target groups, NGOs, and other stakeholders in leadership
- Use matching funds to match specific investments of commercial partners
in launching new products or expanding the market as part of our "joint
risk, joint investment" approach. AED also encourages expanded
corporate investments in corporate social responsibility initiatives
pertaining to public health.
- Achieve dual outcomes of equity and increased use of public health
products and services through targeted subsidies for at-risk, poor,
hard-to-reach, and vulnerable populations.
- Avoid monopolistic and untargeted subsidized approaches that ultimately
thwart competition and are not self-sustaining.
- Develop a sustainable "total market" of products by increasing
cost recovery and cost sharing with partners for heavily subsidized
products, promoting full-price products, and facilitating lasting partnerships
between suppliers and distributors.
- Implement a "joint risk, joint investment" approach for
commercial partnerships. This approach uses donor subsidies in a time
limited manner to partially offset the initial risk of for-profit businesses
to, for example, launch a brand new consumer product in an untested
market; to expand to new geographic areas (such as rural populations);
to target at-risk and vulnerable groups (e.g. pregnant women, and sex
workers) for disease-specific interventions; and to reach low-income
populations—all with the goal of improving public health, particularly
for those who have the least access to it.
Sustainable Public Health
- Expand the commercial market to meet the health needs of target populations,
reduce the burden on the public sector, and allow better targeting of
donor investments to reach the neediest.
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