PSI sponsored two articles in a special supplement on the total market approach (TMA) in the Cases in Public Health Communications and Marketing journal. The peer-reviewed supplement describes the core principles of TMA and presents a collection of case studies to fill gaps in the evidence on the approach.
The first PSI-sponsored article (Longfield et al.) is a case study on two unique TMA programs for male condoms in Myanmar and Vietnam. In Myanmar, PSI worked to improve pricing and build awareness of two commercial condom brands in order to reduce the burden on the public sector to supply free condoms. In Vietnam, however, PSI engaged hotels and guesthouses in promoting and selling commercial-brand condoms to their guests.
The second article (Pallin & Meekers) proposes measuring the performance of TMA initiatives against a universal set of indicators, which fall within four categories: market size, market accessibility, market sustainability, and equity.
Download the two PSI articles below, and find the other articles in the supplement here.