Total Market Approach

PS/Kenya works to improve product availability by using a total market approach (TMA). The goal of the TMA is to achieve a marketplace where all segments of society are reached according to their ability to pay:

  • The poorest through free distribution
  • Those somewhat better off through subsidized products; and
  • Those with greater ability to pay through commercially-distributed products.

The Total Market Approach (TMA) works at getting markets to work for the poor and vulnerable, for long-term health impact. This would mean ensuring sustainable markets; delivering health impact and in an equitable manner.

The diagram below shows how improved targeting of free distribution of products would lessen the burden on the public system, increase the subsidized (or social marketed products) and expand or grow the commercial sector which is more sustainable.



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