1. Franchising Private Sector Midwives for FP/MCH Service Delivery

2. THE PHILIPPINE SETTING
FP/MCH Market
22 million Women of Reproductive Age (WRA)1
7 million WRA at high risk for pregnancy2
2.6 million expected to become pregnant each year2
1 in 6 pregnancies ends up in abortion due to
unwanted/unplanned pregnancies2
2 million married WRA have unmet need for FP2
An estimated maternal mortality rate of
172 deaths/100,0003
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Sources: 1 NSO, 2000
2 DOH, 2001 Report
NDHS

3. THE PHILIPPINE SETTING
Demand-Supply Gap in the FP/MCH Market
Middle-income competing with lower-income population
for government services;1
40% of public sector clients have the ability to pay;1
54% of women go to nurses/midwives for pre-natal care services;2
> 43 nurses/midwives for every 100,000 Filipinos
High fertility rate and low contraceptive prevalence;3
> Modern Methods: 33%; All Methods: 49.5%
Difference of one child between actual and desired family size.4
___________________________
Sources: Market Segmentation Study
MCHS
FPS
NDHS

4. The Well-Family Midwife Clinic
THE STRATEGY:
COMMUNITY-BASED ENTERPRISE MODEL
The Well-Family Midwife Clinic
The WFMC is a specially designed ambulatory health facility for the efficient & effective provision of family planning services and maternal and child health services that serves the working poor.
At the core of the project is the consistent theme of entrepreneurship, ownership and empowerment as epitomized in a franchise-type health service delivery approach that combines business and social development.

5. The Well-Family Midwife Clinic
Waiting/Reception Area
Recovery Room
Counseling & Procedure Room
Delivery Room

6. Menu of Services The Well-Family Midwife Clinic
Menu of Services
Family Planning
IUD Insertion/Removal/Check-up
Pill Supply
Condom Supply
DMPA Injection
Referrals for Bilateral Tubal Ligation
(BTL) & Vasectomy
Referrals for Natural Family Planning
Counseling
Others
Blood Pressure-Taking
Weight-Taking
Wound Dressing
Ear Piercing
Other Services
Maternal and Child Health
Physical Exam
Breast Exam
Pelvic Exam
Pregnancy Test
Safe Delivery
Pre-natal Care
Post-natal Care
Pap Smear
Well-Baby Care
- Deworming
- Cord Dressing
- Weight-Taking

7. Expanding FP/MCH Service Delivery:
The Franchising Option
Franchising. A method of product or service delivery distribution governed by a contract between the franchisor and the franchisee.
Franchising Elements
Product or service with a brand identity
Partnership between a franchisor and a franchisee
Payment of franchise fee/royalties
Defined market for the product or service
Presence of operations system and training program
Central system for certain business support systems

8. Franchising Midwives for FP/MCH
Service Delivery
The transformation process
Clinic Site Selection
Midwife Selection
Midwife Training
Product Range
Product Standards
Product Supplies
Customer Targeting
Pricing of Products and
Services
Product Positioning
Marketing Efforts

9. STICKER
FLYER
BROCHURE
MENU BOARD
FP POSTER
LIGHTED SIGN
OTHERS – FROM NETWORK PARTNERS
BUSINESS CARD

10. The Well Family Midwife Project:
Lessons Learned
Continuous search of key determinants of the”model clinic”
Utilize evidence/research-based data for decision-making.
Establish clear indicators and milestones
Install a performance-based payment mechanism.
Be very selective in the choice of partners
Deselect NGO partners and midwives, if necessary.
Introduction of the business planning process
Transform benchmarks into meaningful business-oriented
results and midwives into entrepreneur-clinic managers.

11. Well-Family Midwife Clinic
Recent Successes
Over 200 WFMCs in-place nationwide
Over 250,000 MCH services provided every year
30,000-40,000 CYPs generated every year
Average clinic income of $670 per month with
13% coming from FP services
WFMC Partnership Foundation, Inc. in-place

12. For more information, contact: Nilda Perez / USAID Philippines
Thank You!
For more information, contact:
Nilda Perez / USAID Philippines