SOCIAL FRANCHISING AS a STRATEGY for EXPANDING ACCESS to REPRODUCTIVE HEALTH SERVICES a Case Study of the Green Star Service Delivery Network in Pakistan
Total Page:16
File Type:pdf, Size:1020Kb
COMMERCIAL MARKET STRATEGIES new directions in reproductive health TECHNICAL PAPER SERIES SOCIAL FRANCHISING AS A STRATEGY FOR EXPANDING ACCESS TO REPRODUCTIVE HEALTH SERVICES A case study of the Green Star service delivery network in Pakistan By Julie McBride, MPH, and Rehana Ahmed, MD September 2001 Social Franchising as a Strategy for Expanding Access to Reproductive Health Services A case study of the Green Star service delivery network in Pakistan By Julie McBride, MPH, and Rehana Ahmed, MD September 2001 This publication was prepared by the Commercial Market Strategies Project (CMS). It is intended to serve as a reference for donors, governments, and potential implementing agencies that wish to address some of the same needs as the Green Star program. Material from this publication may be reproduced provided CMS and the authors are acknowledged as the source. Opinions expressed in this report are those of the authors and do not necessarily reflect the views of the sponsoring agencies. This publication was made possible through support provided by the Office of Population, Center for Population, Health and Nutrition, Bureau for Global Programs, Field Support and Research, U.S. Agency for International Development, under the terms of Contract No. HRN-C-00-98-00039-00. The opinions expressed herein are those of the author(s) and do not necessarily reflect the views of the U.S. Agency for International Development. Table of Contents Figures ................................................................................................................. iii Tables................................................................................................................... iii Contributors......................................................................................................... 1 About the Green Star Case Study ....................................................................... 3 Preface ................................................................................................................. 5 Acknowledgments ............................................................................................... 7 Acronyms............................................................................................................. 9 Project Photographs............................................................................................ 11 The Green Star Network ...................................................................................... 15 Introduction ...............................................................................................................15 Background: The Pakistan Context..........................................................................17 Family Planning in Pakistan .....................................................................................17 Other Health and Social Indicators in Pakistan .......................................................18 The Public Health Sector in Pakistan.......................................................................18 The Private Health Sector in Pakistan......................................................................19 From the Social Marketing of Condoms to Franchising Family Planning Services: Evolution of the Green Star Network.......................................................20 Design .................................................................................................................. 23 Green Star’s Stakeholders.........................................................................................23 Service Delivery: The Franchise Model...................................................................24 Operational Components of the Network.................................................................27 The Green Star Brand ...............................................................................................28 Assuring Quality Franchisees...................................................................................31 How the Components Work Together......................................................................38 Green Star Management ...........................................................................................38 Implementing the Green Star Network................................................................ 41 Evaluation..................................................................................................................41 Refinement ................................................................................................................43 Expansion ..................................................................................................................43 i Achievements ...................................................................................................... 45 Expanded Access to Family Planning......................................................................45 Improved Quality of Family Planning Services.......................................................47 Increased Use of Family Planning Services and Methods.......................................48 Green Star’s Sustainability .......................................................................................57 Problems and Challenges ................................................................................... 61 Compliance with Green Star Quality Standards ......................................................61 Mechanisms to Control Pricing ................................................................................61 The Need For Immediate Results.............................................................................62 Maintaining Provider Skills......................................................................................62 Managing a Rapidly Growing Network...................................................................62 Sustaining Provider Involvement .............................................................................63 The Future of Green Star: Next Steps................................................................. 65 Raising the Standard of Care ....................................................................................65 Strengthening Franchisee Business Practices ..........................................................65 Increasing Client Flow..............................................................................................65 Expanding the Network’s Reach ..............................................................................66 Green Star Plus: Establishing Integrated Hubs........................................................68 Monitoring, Evaluating, and Disseminating Results ...............................................68 Lessons Learned from the Green Star Experience ............................................ 71 Project Design ...........................................................................................................71 Implementation .........................................................................................................73 References ........................................................................................................... 77 Appendix A: Green Star Monitoring & Evaluation Tools................................... 81 Clinic Grading Checklist ..........................................................................................81 Supervisory Activity Sheet.......................................................................................82 Appendix B: Green Star Network’s Provider Service-Delivery Protocols ......... 83 Choice of Methods....................................................................................................83 Information Exchange...............................................................................................83 Technical Competence..............................................................................................83 Interpersonal Relations .............................................................................................84 Continuity of Care.....................................................................................................84 Acceptability and Appropriateness of Services .......................................................84 ii Figures The Green Star Network in Pakistan (location of provider training sessions)............16 Contraceptive Methods Used in Pakistan.....................................................................18 Milestones in Green Star’s Development.....................................................................21 History of PSI/SMP funding in Pakistan — Project Implementation Structure.........22 National CYP growth, 1994–2000 ...............................................................................54 Couple-years of protection generated by Green Star products....................................55 Growth in the contraceptive prevalence rate, 1990–99 ...............................................57 Total PSI/SMP cost per couple-year of protection, 1987–2000 (years 1– 14) ...........58 Cost per CYP since Green Star began, 1995–2000 (years 1– 5).................................60 Tables Growth of the Green Star Network...............................................................................43 Estimated family planning client visits received by Green Star..................................48 Total Pakistan oral contraceptive market, 1994–2000.................................................49