Marketing assessment

As a first step to understanding a market, MDA designers and implementers need to gather data about the reproductive health market. This data provides information about contraceptive usage, barriers to use, access to supplies (where obtained and at what price), etc. Financing and procurement of supplies is also part of this equation.

Such data might be obtained from in-country resources like the Ministry of Health, donor reports and the Demographic and Health Surveys. Other data about in-country pharmaceutical markets, such as that collected by market research firms like IMS, might also be incorporated to determine total market size for each contraceptive. However, reliable market data is not collected by research firms in all countries. Ideally, more in-depth information about the consumer and providers is obtained as the programme determines its objectives and approaches.