End-of-project Evaluation of the PSI Social Marketing Project in Madagascar

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International Business & Technical Consultants, Inc. (IBTCI) is pleased to present the end-of-project evaluation report of the United States Agency for International Development (USAID) funded Social Marketing Project for Child, Maternal, and Reproductive Health Products and Services in Madagascar (hereafter referred as PSI/M). This project was implemented by Population Services International in Madagascar (PSI/M) under USAID Cooperative Agreement Number 687- A-00-08-00032-00 during July 14, 2008 to September 30, 2012. The data collection phase for this evaluation was conducted between May – August 2012.


The purpose of this evaluation was two-fold:

1) Collect qualitative and quantitative information about PSI/M’s implementation, progress and challenges, with particular emphasis on whether PSI/M successfully achieved the expected results of the project. Additionally, share any programmatic, management and/or financial obstacles that affected project implementation to inform future projects.

2) Inform USAID/Madagascar and key stakeholders on recommended strategies, structures or actions for future projects involving supply chain and distribution systems to increase efficiency and impacts, e.g., viability of community supply chain system; priority areas for local capacity building; gaps in management structure and oversight; consumer focus in product distribution and price determination, etc.


The goal of the PSI/M project was to improve the health status of the Malagasy people, and especially women and children. The purpose of the project was to increase the use of effective health products, services and behaviors in the areas of family planning and reproductive health (FP/RH), as well as the prevention and treatment of sexually transmitted infections (STIs), Human Immunodeficiency Virus (HIV), malaria, diarrheal disease, and pneumonia. Project strategies included engagement with the private sector and evidence-based social marketing. From 2008 to 2012, PSI/M supported the promotion, communication, research, and training for health services, and the social marketing of 16 subsidized health products in wholesale commercial, pharmaceutical, and community outlets (the former based at established supply points). As well, a selection of PSI/M products was made available for Top Réseau, which is a franchised network of private, clinic-based providers established by PSI/M in 2000 with support from the Bill and Melinda Gates Foundation.1

Per USAID’s request, PSI/M did a major overhaul of its project design for fiscal years (FY) 2011 and 2012. This was in response to the difficult political and socio-economic environment following the 2009 political crisis.2 To meet this request, PSI/M expanded its private sector support activities but the period of performance was decreased by one year. During FYs 2011—2012, PSI/M expanded activities with private sector partners, and strengthened the supply chains at the commercial, pharmaceutical, and community levels in order to absorb and distribute product inventories slated for national level distribution. PSI/M also expanded its portfolio of socially marketed products and related services, especially for maternal and child health (MCH) and expanded the range of services offered at the Top Réseau clinics. This evaluation it meant to be viewed in terms of these socio-political and programmatic challenges.