A total market approach is a lens or process that can be applied to develop strategies that increase access to priority health products in a sustainable manner. This approach helps grow the market for health products by better targeting free or subsidized products, reducing inefficiencies and overlaps, and creating room for the private sector to increase its provision of health commodities.
Total market strategies work best in mature health markets with greater prevalence and use of priority health products such as condoms, contraceptives, oral rehydration salts, zinc, and insecticide-treated bed nets. In less developed markets, a total market approach framework can still be used to help segment the marketplace, identify which populations should receive subsidized and free health products, and ensure a role for the private sector over the long run. Although the term “total market approach” is relatively new, stakeholders have been using similar concepts to transition their programs off of public and donor subsidies for many years.
Using practical examples, the course will guide USAID missions and other entities seeking to assist governments on how to use the total market approach concept to maximize resource use, increase access to priority health goods, and improve sustainability. Although this course focuses exclusively on health products, it is important to note that stakeholders can apply the total market approach beyond products to health information and service delivery.