Abstract
On June 27, 2011, the Vietnamese Ministry of Health officially approved the Operational Plan for the Contraceptive Total Market—a significant step for the country and for the family planning field. Many other governments faced with family planning funding shortfalls also have explored “total market” solutions (see Box 1 for more on the total market concept). Yet Vietnam is the first country to develop and approve a total market plan for family planning collaboratively with private-sector stakeholders. The total market plan identifies specific roles for the public and private sectors in meeting the family planning needs of the Vietnamese population. It outlines activities necessary to ensure that free or subsidized contraceptives remain available in Vietnam for vulnerable groups, while enhancing social marketing and commercial sales of contraceptives for those who are able to pay. Since 2009, PATH had been working with government family planning officials to engage stakeholders and apply evidence to develop this plan.
As part of this work, PATH also helped the government plan a 2012 pilot program to compare different mechanisms to protect vulnerable populations within the context of new fees, and to advocate for the eventual inclusion of family planning in the national health insurance program. What follows is the story of how this new policy evolved. This case study is intended to highlight lessons learned and recommendations for those considering similar initiatives in other settings.