With support from the Coalition's Innovation Fund, Abt Associates and John Snow, Inc. jointly conducted a Total Market Initiative (TMI) in Honduras. The effort aimed to facilitate collaboration among providers of family planning products and services, as well as to segment the family planning market to better meet the needs of clients.

Objectives:

• To facilitate greater stakeholder collaboration at the country level in key areas of contraceptive security and ensure this activity is aligned with the country's existing contraceptive security strategy
• To gather and consolidate key information to guide the collaborative process
• To design an overall market segmentation strategy for Honduras and specific targeting strategies for each stakeholders

The TMI was launched in April 2009 by Abt Associates and John Snow, Inc. The project conducted quantitative and qualitative research on the Honduran contraceptive market, courted new stakeholders into the contraceptive security process at the national level, expanded participation both from the public and NGO sectors, and brought the commercial sector to the table for the first time.

In March, 2010, a Stakeholder’s Workshop on market segmentation was convened in Tegucigalpa, Honduras. More than 30 organizations from the public sector, the NGO sector, the international donor community and the commercial sector met to analyze the Honduran family planning market and identify segmentation strategies to better reach unmet need. The one-and-a-half day workshop resulted in the development of 15 possible sector-specific strategies for market segmentation and/or market expansion. The workshop reinvigorated the local Contraceptive Security Committee (CIDAIA), which had not met since the June 2009 coup d’état. The Vice Minister of Health closed the workshop by officially reconvening the CIDAIA and invited all workshop participants to continue the momentum of the Total Market Initiative. The CIDAIA has met twice since.

Following the successful stakeholders TMI workshop meeting in Honduras, the TMI Honduras team produced a video highlighting the outcomes of the March 2010 event. This video captures the TMI process, and demonstrates how a structured workshop can move a group of diverse participants toward a common agenda and coordinated action to achieve contraceptive security. Please view the video at right.

For more information on this project, please contact Dawn Crosby at Abt Associates, or Ben Light, MDA WG Leader.