Annual Report October 1, 2011 – September 30, 2012
(Including Quarter 4 Results)
Submitted by:
The Johns Hopkins Bloomberg School of Public Health Center for Communication Programs and Uganda Health Marketing Group – UHMG
TABLE OF CONTENTS
ACRONYMS ...... i
INTRODUCTION ...... 1
I. PRODUCT FACILITY ...... 6
II. PROGRAMS CONSULTANCY STRATEGIC BUSINESS UNIT ...... 22
A. Malaria ...... 22 B. HIV ...... 28 C. MCH ...... 40 D. Family Planning (FP) ...... 42 III. CROSS CUTTING ACTIVITIES AND SERVICES ...... 47
A. MARKETING AND STRATEGIC INFORMATION (MSI) ...... 47
1. MSI - BRAND ACTIVITIES ...... 47 2. MSI - COMMUNICATION CAMPAIGNS ...... 56 3. MSI - CORPORATE & EXTERNAL RELATIONS ...... 64 4. MSI – RESEARCH & EVALUATION ...... 65 B. FINANCE AND ADMINISTRATION ...... 65
C. HUMAN RESOURCE AND ADMINISTRATION DIVISION ...... 67
D. TECHNICAL ASSISTANCE ...... 76
ACRONYMS
ACT Artemisinin-based Combination Therapy ASDE-U Advocacy for Social Development and Environment – Uganda BCC Behaviour Change Communication BP Business Plan CCP Johns Hopkins University Bloomberg School of Public Health Center for Communication Programs COC Combined Oral Contraceptive COP Chief of Party CS Child Survival CHIC Condom & HIV/AIDS Information Centre CME Continued Medical Education CSW Commercial Sex Worker FP Family Planning HCT HIV Counseling and Testing HF Health Facility HCU Humanitarian Care Uganda HCWM Health care waste management IEC Information Education and Communication IPC Interpersonal Communication ITN Insecticide treated nets LLIN Long Lasting Insecticide Treated Nets KAP Knowledge, attitude/perceptions and Practices MARPS Most At Risk Populations MOH Ministry Of Health MOU Memorandum of Understanding NBMC New Born Mothers’ Clubs NDA National Drug Authority NMCP National Malaria Control Program NMS National Medical Stores OVC Orphans and Vulnerable Children PLHA People Living with HIV/AIDS PMO Product Marketing Officers PO Project Officer POP Progesterone Only Pill POS Point of Sale PTC Post Test Clubs PW Pregnant Woman PYVs Park Yard Volunteers RUTF Ready to Use Therapeutic Food SS Support Supervision SSECODA Ssese Community Development Association STI Sexually Transmitted Infection TASO The Aids Support Organization UDHS Uganda Demographic and Health Survey UHMG Uganda Health Marketing Group
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INTRODUCTION
This report covers the activities of the AFFORD Health Marketing Initiative in Uganda during Fiscal Year 2012, from October 1, 2011 through September 30, 2012. AFFORD is funded by the United States Agency for International Development (USAID) Cooperative Agreement: 617-A-00-05-00011- 00.
The AFFORD I award was made on September 21, 2005, to The Johns Hopkins Bloomberg School of Public Health Center for Communication Programs (CCP). The AFFORD I Health Marketing Initiative ended its first phase in September 2010, and received a 3 year extension as AFFORD II, through September 2013. AFFORD II has the primary responsibility during this extension period to ensure that the Uganda Health Marketing Group (UHMG) is strengthened to become sustainable and develops cutting edge competencies in technical, marketing, financial and institutional areas.
AFFORD II, with UHMG, addresses three key Results Areas, specifically:
Result 1: Increased organizational sustainability of the Uganda Health Marketing Group (UHMG);
Result 2: Increased availability, affordability of health services and products; and
Result 3: Enhanced knowledge for self-efficacy and correct use of health services and healthy practices.
This report addresses annual achievements in all three Results Areas, with special focus on the performance of the two strategic business units (SBUs) -- the Product Facility SBU and the Programs Consultancy SBU -- as well as the cross cutting activities that support the SBUs, including social marketing, communication, research, human resources and administration, and finance and investment.
Result 1. UHMG Capacity Building
AFFORD II Capacity Building is designed to help UHMG to achieve increased financial, institutional and market sustainability. Capacity Building focuses on five organizational and management domains:
1. Strengthening Performance Management and Quality Management systems 2. Improving data utilization processes 3. Developing innovative program, product and service strategies 4. Building business development systems 5. Strengthening financial systems
Highlights of Capacity Building achievements are summarized below.
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CAPACITY EVIDENCE OF FY 2012 (Year 2) Achievements BUILDING ACHIEVEMENT OBJECTIVE
1. PERFORMANCE MANAGEMENT & QUALITY MANAGEMENT Establish performance Senior Management & • MD, Dir Finance and Sr. Mgrs track contract performance management system for supervisors produce clear monthly enhanced monitoring and performance indicators quarterly • Performance monitoring tool developed to serve as supervision by UHMG and Performance-based Contract Scope of Work; tool has been BOD applied by all UHMG Divisions in Qtr 1 - Qtr 4
• Summary review and documentation of all technical indicators conducted quarterly and reported to Sponsors and BOD
• Staff appraisals based on KRAs and KPIs strengthened with help of KPMG HR Assessment
Effective, documented quarterly • KRA and KPI quarterly and annual review conducted and system and annual review process is documented; Managers hold staff accountable for KRAs and linked to staff motivation, KPIs performance and advancement • HR Audit completed by AFFORD KPMG to re-calibrate staff KPIs and strengthen staff performance appraisal practices
• Promotion, salary increases or recognition linked to achievement of KRAs and KPIs (occurs case by case)
MD, Directors & UHMG operates as a commercial • BOD, MD and staff committed to improved stock management Operational managers sector company that makes practices in PF, assisted by AFFORD/KPMG adopt a ‘private sector’ strategic decisions based on • Stock-counts conducted routinely; variances reduced management practice profitability as well as risk- reduction and stewardship of • Debt recovery improved for enhanced cash flow capital assets, including product • New products assessed for profitability, and adopted stocks accordingly
• Profitability analyses conducted quarterly; Business Plan progress tracked quarterly by BOD
All strategies generated by • All key strategies developed by Senior Management and managers are vetted through operational staff through a consultative process, and vetted by organizational approval processes the MD and the BOD; AFFORD KPMG reviews and assists as needed
• All strategies and their implementation assessed by management and operational staff for effectiveness and cost- efficiency
• Deliverables produced and quarterly targets achieved, and
assessed by BOD and sponsors against UHMG Business Plan and sponsor-supported Annual Workplan Quarterly Performance Reports (programmatic and financial) • BOD, MD and Senior Managers take corrective action within submitted to BOD and Sponsors next quarter in the event targets are not being met
The product facility operates as a • PF Profitability analysis conducted quarterly; profitability profit center & The programs unit improved over FY2011 (see Financial Systems domain below). operates as a cost-recoverable • Program Consultancy expands technical strategies and actively consultancy business seeks new funding for programs (see Business Development domain below)
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A Quality Management Hire internal auditor • Internal auditor hired; external A-133-Type audits conducted system for enhanced annually organizational • Recommendations of internal and external audits systematically responsiveness pursued with BOD and MD support and AFFORD/KPMG conceptualized, assistance, specifically in the areas of stock management; implemented and human resources; financial management; procurement; and IT sustained by UHMG staff High level of compliance with practices internal systems and external and Board • Sr. Mgmt consistently enforce compliance requirements; Sr. regulations according to Mgmt identifies and takes remedial actions on audit findings compliance and audit reports within next quarter • Staff oriented and coached on compliance principles and
practices, with AFFORD/KPMG assistance
Orient staff on use of mandated • Internal auditor with Dir. Finance and HR conduct quarterly protocols and standards; Orient & compliance audit review; AFFORD/KPMG conduct quarterly progress reviews coach staff on compliance
Staff monitored for compliance every quarter
Adapt MOH guidelines and • Staff applying MOH quality assessment protocols in the field protocols for service quality (e.g., with Good Life Clinics) assessment • The PF has been accepted into the process of ISO Certification, and the ISO process under way Products certified by international body (ISO)
Quality Management: Improve internal processes that • Marketing and Strategic Information (MSI) meets with Product Improved internal inhibit or facilitate objective facility (PF) to facilitate distribution communication and performance • MSI meets with Programs Division on budgeting to facilitate coordination local implementation • MSI meets regularly with finance to facilitate procurement • Senior Level Management (SLM) has regular and open communication with Managing Director (MD) for improved vertical organizational communication • The Board of Directors is advancing its vision of UHMG sustainability through unified, rather than project-driven approaches to management, including unified technical strategies, a unified Management Structure (merger of special projects with Programs), and application of unified financial and administrative systems across projects.
2. DATA UTILIZATION Create a comprehensive Both strategic business units • Sr. Mgmt use monitoring and evaluation data in all quarterly monitoring and evaluation utilize research data and reviews systems to form and assess monitoring tools quarterly to organizational strategies design and evaluate all major product, service and program initiatives
Tracking tools used by all • Managers utilize monitoring tools and research activities to managers to monitor activities inform programs on a continuous basis. The following R&E and progress, specifically: product Activities were conducted in FY12: • distribution, sales, availability, PilplanPlus sales study, Quarter 1; • Initiation of a independent and scientific Retail Audit; program implementation, media • Initiation of Media Reach Analysis through IPSOS/Synovate, campaign monitoring, community allowing UHMG to document the unduplicated population activities and activities at GLCs reached by its media campaigns for the first time. • Study of birthing and delivery practices for Saving Mothers
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Giving Life project; • formative research for the Smart Choices Family Planning campaign; • Coordination and initiation of the Behavior Change Communication Survey conducted jointly with JHU/HCP and other USAID Implementing Partners (IPs). • These studies are discussed in more detail in relevant sections of the present report Work-plan Implemented • Technical staff develop program plans and submit to Research Advisor for feedback • Technical staff use program data and research findings to inform programmatic decisions. 3. INNOVATIVE STRATEGIES Ensure mutually beneficial All Program Division activities link • Product & program linkages inform strategic decisions and and effective linkages and to relevant health products outputs synergy occurs between through joint implementation UHMG’s business units plans and reports
Ensure that all UHMG All strategies based on recent • Refined HIV/AIDS programs in place and judged cutting edge by programs are considered data and information obtained stakeholders: e.g. HIV Strategies for PMTCT, MARPS and Sexual strategic and high quality from clients and their Network campaign scale-up. by donors, clients and staff communities • Retargeted RH/FP programs operational linking to products and services, e.g., DFID “Smart Choices” Family Planning strategy; full implementation under way
• Retargeted malaria programs operational linking to products Increased involvement of clients and services, e.g., roll-out of “Power of Day One” Malaria test- and communities in UHMG and-treat campaign programs • Retargeted MCH programs operational, linking to products and services and integrating HIV services, products and practices, e.g., Saving Mothers Giving Life (SMGL); Integrated MNCH/FP ‘1000 Days’ Approach
Ensure that UHMG Marketing strategies developed, • Brand Officers and communication officers create strategies marketing strategies are documented and implemented with limited external support, e.g., MNCH/FP ‘1000 Days’ evidence-based and Approach achieve stated targets • Marketing and Brand Mgrs can routinely identify linkages between products and programs; evidenced in joint MSI-PF Increased market demand for meetings and in quarterly reports services and products and targets achieved
Establish routine Operational database of key • MSI & PF routinely use and update database of suppliers and communication with customers, used by customers customers and suppliers • Marketing events taking place per Work-plan (relationship marketing) product and program managers and strengthen related • Sales increase slower than anticipated due to debt collection management systems and implementation of a ‘closed’ distribution system
Brand managers develop functional communication strategy with customers
Ensure that all Product 3-month stock supplies on hand • No stock-outs or shortages in RTP or UHMG products Facility operations are and stock expiry at 0%. considered sustainable • SOPs followed by Product Facility staff to manage stocks and to and dependable by develop procurement plan donors, clients and UHMG staff Spot check reports on compliance of procedures and systems; quarterly stock procurement plans in place
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Improve systems to track A tracking system in place and • Sr. Product Facility mgrs and Finance Team review supply chain the flow of in bound and used to manage logistics supply system quarterly out bound stocks chain • Negative findings addressed w/in the quarter
4. BUSINESS DEVELOPMENT Increase and diversify Substantially increase number of • NICRA application has been submitted, with AFFORD/KPMG sources of revenue for sources and amount of resources assistance both business units generated by both the program • UHMG awarded at least 3 non-AFFORD contracts totalling and product facility business minimum $2m/year units. • UHMG develops and submits a proposal for a USAID grant as a prime contractor for the first time, and is awarded the contract: KGLIS, to expand HCT demand and services in Kampala. UHMG business practices • Working with the BOD on the UHMG Business Plan (Business improved, through BOD support Plan orientations conducted for BOD and UHMG staff; and the assistance of AFFORD implementation of Business Plan through BOD Committee (KPMG & Friends Consult) Meetings) • Strengthening Stock Mgt through KPMG assistance • Conducted HR Audits of PF through KPMG assistance
• Strengthening Procurement and IT Policies and Procedures • ISO Process initiated • Use of Return To Project (RTP) funds to offset mortgage proposal developed and approved by USAID. 5. FINANCIAL MANAGEMENT Effectively manage and Timely financial reports for all • Finance unit delivers financial reports by due date for all report on staff time and sources of funding programs finances across diversified Improved (accelerated) burn rate • Burn rate across all grants increased to 80% of targets funding sources Rare non-compliance with donor • Finance & HR teams develop staff LOE certification procedures financial requirements • Financial control procedures monitored, and compliance enforced, with several examples during the year
Improve working capital Improved debtor’s ratio • Aging debt reduced between January and September by 48%, management by the with AFFORD/KPMG assistance Improved stock management Product Facility with no or minimal variances • Credit committee in place and customers vetted by SOP standards Improved working capital • Variances between records and stock on hand reduced management position significantly for RTP and UHMG products by end-June
• 72% of PF operating costs covered by revenues generated through PF net margins (excluding Marketing Costs), in preparation for PF to cover 75% of its own costs in FY2013.
Strengthen financial External audits verify that UHMG • Finance Team produces documented response to each financial accountability and is following international financial audit finding and recommendation; actions taken in FY12 on all compliance audit items
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I. PRODUCT FACILITY
Sales and distribution
The table below shows overall annual performance of RTP products under AFFORD.
RTP Brands performance against annual targets:
Annual AFFORD- Annual AFFORD- RTP Target RTP Actual USAID brands (Units) (Units) % Achieved (+/-) Protector 16,000,000 15,237,492 95.2% (762,508) Injectaplan 2,800,000 1,640,980 58.6% (1,159,020) Pilplan Plus 1,600,000 2,123,190 132.6% 523,190
Quarter 4 Trends: Quarter IV presented a better performance of the brands sales and distribution over the previous quarter. Whereas q3 experienced sales decline due to immense focus on debt recovery and credit control, in which customers with outstanding debts were not served with product supplies, q4 saw a relief from the shock of the intervention and more customers were supplied, thus generating performance improvement. Also, key products were received in the period which included O condoms and Lumartem, and purchasing from the program division was increased.
The quarterly brand performance is given in the graphs following each brand.
Protector: The sales scored at 125% of the quarterly target. Major buyers include Non government organizations like Health Alert, various projects under UHMG, National Youth Organization for development and the trade distributors Supermedic, Zee Pharmaceuticals, Blue star Pharmacy to mention but few. There were increased sale activities from the MSI teams that helped with secondary shelf off take from the distributors premises to the smaller retail drug shops. KPI secondary packaging activity was kept to good performance without furtehr down tuime of macjhione breakdowns. The quarterly performance is shown in the table below, as follows:
6,000,000
5,000,000
4,000,000 Qtly targets (Units) 3,000,000 Actual sales (Units) 2,000,000
1,000,000
- Qrtr 1 Qrtr 2 Qrtr 3 Qrtr 4
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Injectaplan: The sales scored at 76% of the quarterly target. This was achieved through various interventions as volume bonus discount, routes sales by the use of non-conventional sales team, secondary stock uptakes and merchandising above the mass media campaigns. However, it will be noted that Injectaplan demand has dropped in this year compared to previous year rend – an issue under investigation
The sales trend is graphically shown below.
700,000
600,000
500,000
400,000 Qrt Target In vials 300,000 Actaual Sales in vials 200,000
100,000
- Qtr 1 Qtr 2 Qtr 3 Qtr 4
Pilplan Plus. The sales of Pilplan scored at 92% of the quarterly target. The annual target stands at 133%. However, with the exception of quarter 1, there is notably a declining trend in performance throughout the other quarters. In quarter 1, there was an evident lack of family planning pills in the market thus creating an unusually high artificial demand. Major buyers included trade distributors namely Zee, Super medic, Astra Pharmacy and Byansi Pharmacy. As more stock was poured into the trade, less demand were subsequently realized. This too, is a marketing intelligence.
1,200,000
1,000,000
800,000
Qtrly Target in units 600,000 Actual sales in units 400,000
200,000
- Qtr 1 Qtr 2 Qtr 3 Qtr 4
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UHMG Brands
UHMG Annual Brand performance can be summarized in the table below as follows:
Actual Qtr 4 UHMG Brands Qtrly Target sales % Achieved Variance (+/-)
Cotramox 7,900,000 8,775,360 111.0% 875,360
Condom O 1,500,000 1,283,703 85.6% 216,297
Zinkid 10,000,000 7,990,300 79.9% 2,009,700
Restors 2,000,000 770,945 38.5% 1,229,055
Aquasafe 5,400,000 3,270,720 60.5% 2 , 129 ,280
Moon Beads 3,600 3,435 95.4% 165
NewFem 40,000 15,880 39.7% 24,120
Softsure 72,000 33,980 47.2% 38,020
Quarter 4 Trends: Q4 was much better than Q3 with significant value and quantity sales contribution realized from key brands: Zinkid, Cotramox and O condom. Zinkid customers were Joint Medical stores that distributes to the mission hospitals and PNFP and PFP, Astra Pharmacy that distributes to segments of PNFP that were not reached by UHMG directly and Cotramox customers were represented by Elizabeth Glaser Pediatric Aids foundation, Interreligious Council of Uganda among others where O condom sales increased into the trade and corporate organizations in the private sector.
The comparative Bar graph below shows the quarterly trends of UHMG brand performance:
900,000,000 800,000,000 700,000,000 600,000,000 500,000,000 UHMG Brands 400,000,000 Targets 300,000,000 200,000,000 100,000,000 0 Quarter 1 Quarter 2 Quarter 3 Quarter 4
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Individual UHMG brands performances explained as follows:
Zinkid: The quarterly sales for Zinkid were 64% of the set target. Key prospect in the sales projection was the tender to supply the public sector through NMS that did not happen due to loss of bid to a competitor on price point. Zinkid then traded mainly through the trade channels. However main customers for Zinkid were Joint Medical stores, Astra Pharmacy, Super Medic and other whole sale Pharmacies. Zinkid is facing great pressure due to the need to upscale the distribution against high cost but in the face of great opportunity for rolling out mass campaign for increased access and rational diarrhea treatment with x=zinc and ORS as guided by the pneumonia and diarrhea policy. UHMG is positioning itself to providing equitable distribution through mass media campaign and leveraging supply chain while sourcing Zinkid from a low cost manufacturer.
RestORS: The quarter experienced better sales than the previous quarters which performance was a response to the price revision made to the brand from UGX 310 to UGX 180 as subsidized by the profit margin on Zinkid. However sales in the last financial year were low and scored at only 39%. Restors face a stiff competition from locally manufactured brands and flavored brands. The product has also a weakness due to high cost of sourcing that does not enable it be competitive without the subsidy.
Aquasafe: This product performed largely as an Institutional product especially and taken by NGO’s. Wholesale pharmacies that purchased significant quantities usually supplied NGO’s which UHMG could not reach directly. Major buyers in quarter 4 were Plan Uganda – Kamuli which bought 5,653 dispensers, Humanitarian care Uganda, Bluestar Pharma, Pharma Health which bought 1,000 dispensers in August 12 among others. A big distribution achievement was registered when supermarkets started accepting to stock the brands. This product is now available in super markets like Capital shoppers. However use of this product in major towns like Kampala may not be extensive given the numerous safe water alternatives. This has made the stocks to stagnate on the shelves. Notwithstanding, Schools which hitherto expected to be a major route have also not been major buyers of the same despite the various merchandizing campaigns carried out.
Condom O: The quarter sales recorded 121% achievement of the quarterly target. There has been increased demand registered among the wholesale Pharmacies. A few NGO’s and corporate organizations like GIZ and Stanbic Bank have significantly contributed to increased demand. The on- going television adverts helped create a pull effect desired to move the supplies down the chain and played a big contributing factor to the increases sales.
Newfem: This Product scored at 55% of the quarterly target and 40% overall annual target. Most purchases are made by pharmacies and in small quantities and usually not more than a carton. It was introduced in January 2012 and little or no demand creation activities have taken place to stimulate demand to aid secondary shelf off take.
SoftSure: The sales of SoftSure have been low throughout the entire quarter. Only 33% of the quarterly target was achieved. The annual sales against the set target scored at 47%. Sales of this product are usually in small quantities and hardly reach a carton for a single customer. There is low demand for this product among Pharmacies as many have sighted ignorance about usage. Brand promotion activities and detailing activities have been low in the quarter 4 and most of the year but which are highly recommended for better results to be attained.
Moon Beads: This product has scored at 263% against the set target. There has been increased uptake of this product especially NGO’s in the sub grantee awards as Humanitarian Care Uganda, International Medical Foundation and a few Pharmacies like Blue star Pharmacy which bought in
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small quantities. Increased merchandizing activities have helped in generating demand for this product and which has been evidenced from orders that have been streaming through.
Cotramox: Quarterly sales scored at 195% of the set target. The overall performance against annual set targets stands at 111%. Major buyers are mainly NGO’s namely Inter Religious Council of Uganda, and Elizabeth Glaser Pediatric Aids Foundation and the reseller customers as Quality Chemicals. It is important that these accounts and many more especially the USAID implementing partners be managed well to solicit future orders and for this, a plan is in place to recruit a key sales staff to manage the subsector.
RETAIL AUDIT
During FY12, AFFORD/UHMG initiated for the first time an independent, scientific monthly Retail Audit to measure the presence and movement of its products in private sector outlets. This retail- level information complements sales data to provide an more accurate picture of market dynamics The study sample of 1,100 is drawn from a total universe of all registered private sector medical outlets in Uganda, numbering 9,111 (based on the outlet census of 2012). The distribution of outlets (clinics, pharmacies and drug shops) in the sample is proportional to the distribution of such outlets in the total universe, thus making the sample representative of the Ugandan health outlets as a whole. The results for the July through September period are shown below. The presence of the key products has risen from May 2012, when Protector was in 59% of outlets on average, Pilplan Plus was in 58% of outlets on average and Injectaplan was in 49% of outlets on average.
UGMG brand presence in private sector retail outlets (pharmacies, drug shops, clinics) nationwide (Source: WRI Retail Audit 2012)
Brand July August September
Protector 81% 81% 83%
Pilplan Plus 72% 73% 74%
Injectaplan 68% 69% 70%
Zinkid 47% 49% 50%
Restors 41% 41% 44%
Condom O 12% 12% 12%
Aquasafe 11% 11% 11%
Softsure 6% 7% 7%
Cotramox 3% 4% 5%
Newfem 2% 2% 3%
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Moon beads 1% 1% 1%
PERFORMANCE MONITORING TABLE: PRODUCT FACILITY
Activity 1: PF strategies and business development
Activity Description Targets/Outputs Q1 Comments Q2 comments Q3 comments Q4/Annual comments