ANNUAL REPORT - 2012
POPULATION HEALTH SERVICES (INDIA)-PHSI
PHSI helped to prevent 588941
unsafe aboration in India in 2012
Population Health Services (India) – PHSI is a not for profit company, licensed under section
25, of the Indian Companies Act,1956 and also incorporated as a charitable institution with a
view to provide services and products in the field of Family Planning, Family Welfare to the
economically weaker and hard to reach sections of the Indian population.
PHSI was established on 31st March 1999, with a mandate to work in the field of Maternal and
Child Health focusing primarily on Family Planning and HIV /AIDS prevention. PHSI specializes
in social marketing, which entails the promotion and distribution of health products at prices
affordable to low income people through the existing wholesale and retail infrastructure.
The organization is specialized in social marketing, which entails the promotion and distribution
of health products at prices affordable to low income group through the existing wholesale and
retail infrastructure. PHSI’s expertise is in developing technical and informative materials and
behavior change campaigns.
PHSI started its Social Marketing Program from 1999 itself, in partnership with Government of
India, by marketing Nirodh Deluxe and SMO brand in four southern states of India.
PHSI started its independent Social Marketing Activities, with the delivery and promotion of
Social Marketing Brand called “THRIL” under the Social Marketing Program of the Ministry
(SMP). Subsequently PHSI was also given marketing rights for “KHUSHI” an Oral Contraceptive
Pills (OCP’s) under this program. In the year 2003-04, PHSI was permitted the marketing of
“Nirodh Deluxe” (Condoms) and ‘’MALA D‘’(OCP’s) in certain areas and another brand of
condom “KAMAGNI” was also added to the list of contraceptives; priced low enough to meet
the reach of the economically backward strata.
PHSI is focused on delivering solutions to people, to have children by choice and not by chance.
PHSI operates Clinics and provide Outreach Voluntary Contraceptive Surgical services in
remote and hard to reach areas and implements mainstreaming and awareness building
strategies.
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The Table1: Enumerates the contraceptive sales achieved by PHSI in the last four years
Services
2009
Condoms
109,632,148
Oral
Contraceptive
Pills
6,382,900
IUDs
67,852
Injectable
Contraceptives
153,632
Emergency
Contraceptive
Pills
149,100
2010
2011
2012
TOTAL
106,602,931 88,014,516 127159672 387,754,811
7,517,319
55,534
6,654,589
30,018
4156743
32369
26,191,988
185,812
190,520
122,007
165392
535,411
141,760
362,628
274734
857,670
1. Delivery Channels
With operations and networks covering all the states of India; it provides contraceptives services
and products through three main channels –
1A - Social Marketing Program (SMP)
1B - Outreach Voluntary Surgical Contraceptive (VSC) Program under NRHM
1C - Running of Clinics named as Jyothi Reproductive Health Care Center’s.
1A - Social Marketing Program (SMP): PHSI’s Social Marketing Program markets a variety of
Reproductive Health Products including condoms with dual protection messaging on HIV/AIDS
prevention and Family Planning. The objective of the social marketing program is to provide
clients, products they need, in the most convenient and affordable format, with respect to time
and cost.
1B
Outreach
Voluntary
Surgical
Contraception: PHSI launched its Outreach
Voluntary Surgical Contraception under NRHM
in the month of June, 2003. PHSI in
collaboration with various District Medical and
Health
Department’s in selected low
Social
Marketing
• Condoms
• DX Nirodh
• Kamagni
• Thril
• Fire
• OCPs
• Entire Range
• Injectables
• Test kits
•Supplements
Clinics
• Long term
FP methods
• CAC
Outreach
• Permanent
FP methods
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performing districts of four states conduct outreach sterilization camps. The main objective of
the Program is to improve the availability and accessibility of good quality outreach FP services.
Over 100,000 free sterilizations are being provided annually under this program.
1C - Jyothi Reproductive Health Care Centers: PHSI is an associate of Marie Stopes
International (MSI), U.K the worldwide pioneers in family planning and comprehensive abortion
services. With MSI’s technical assistant and stringent standard operating procedures, PHSI
runs and manages its Jyothi Centers all over India, modeled on the same lines as Marie Stopes
Centers all over the world. Affordability of services is the key. These centers provide temporary
and permanent contraceptive methods to eligible couples at free/subsidized prices. All Jyothi
Centers are also certified to provide safe abortion services to women.
2. PHSI Capacity to implement the program
The 600 employees work in three departments –
̷
Marketing & Sales
̷
Technical Projects
̷
Administration & Finance
Each department is headed by a Director who reports directly to the Managing Director & CEO.
Marketing & Sales is largest employing over 70% of the total staff, spread all over India. PHSI
employees are well experienced and mostly recruited from the private sector. The Managing
Director & CEO and the three Directors jointly decide on the day to day operations and also
does the Strategic and Financial Planning and new Business Development.
The Head Office which provides the overall framework and logistics & supervisory support
consists of around 30 full time professionals in Sales & Marketing, Administration and Finance,
HR, MIS, Research and Communication. PHSI holds over 500 years of combined Senior
Management Teams (SMT) professional experience.
For backend support for such an extensive network, PHSI maintains 17 offices spread all over
India, with its head office located at
Hyderabad.
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31.3
3. Capacity and experience in
Demand Generation
Sales Qty. in Millions
30
25
21.7
Number
21.4 Traditional
21
of
Outlets
While establishing a supply-side
20
mechanism through its networks, PHSI
15
has
also
launched
various
10
communication campaigns that use
mass and local media optimally to
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address
the
demand
side
of
0
programming. Press advertisement for
Kamagni
Thril
brands Kamagni, Thrill, Deluxe Nirodh
and other contraceptive has been part
of a demand generation activity. During last year 149 advertisements
Non
82,775
2010-11
19.4
2011-12
8.2
Nirodh
Deluxe
7.3
4
1.5
1.9
Mala D
khushi
were released. Hoardings
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for the past couple of years were – Kamagni 40, Thrill 30 and Nirodh Deluxe was 87.
Additionally, over 3,000Nirodh Deluxe wall paintings were executed. Point of Purchase
produced were stickers, multi size posters, branded tapes, posters, danglers, pamphlets, flip
charts and tin plates.
PHSI also markets premium Brand of Condoms, Imported condoms and non subsidized
contraceptive like OCP’s IUCD, Injectable contraceptives, and emergency contraceptives. In
addition to contraceptives PHSI also market’s other reproductive health and pharmaceutical
products like ORS, water purification tablets, IFA, Zinc and Calcium supplements. PHSI has
also successfully completed five previous similar assignments contracted out by NACO.
4. National Aids Control Project ( NACO)
PHSI is associated with National AIDS Control Organization (NACO), Department of AIDS
Control, Ministry of Health and Family Welfare (MOHFW), Govt of India in implementing the
National AIDS Control Programme funded by multiple donor partners and Government of India.
PHSI was successful in implementation of 4 phases of Condom Social Marketing Programme
across high priority districts, for the States such as as Kerela, North East, Goa and Jharkhand
from the past four years ( 2009-2013).
PHSI was instrumental in developing, designing and implementing State Specific condom social
marketing program to achieve the goal of increasing the access to condoms in outlets, more
specifically through the conventional and nonconventional outlets (non chemist outlets,
pan/cigarette shops, tea stalls etc.) in prioritized geographies with specific focus on high risk
areas, rural markets and urban slums; undertaking local and mid media activities.
PHSI would also Coordinate with organizations implementing Targeted Interventions (TI),
Truckers Halt Points and RCH /NRHM interventions of MoHFW for having a synergized condom
promotion campaign and marketing of subsidized condoms and increasing the annual demand of
condoms.
4A. Behavior Change Communication: Mid Media Activities for Demand Generation of
Condoms
Promotion and outreach activities were essential to create demand for the use of condoms. The
objective is to motivate men in the age group of 15-49 to seek out the male condom, and
creating awareness to use it correctly and consistently. During the project period PHSI will
design various POP’s and implement the brand promotions activities for Deluxe Nirodh.
Communication Approaches had been carefully and appropriately designed. Decisions also
were made on how to promote the condom within the context of existing program activities.
The three way approach was followed by PHSI in implementing the Demand generation and
Mid Media Activities were implemented strategically: Interpersonal Communication - One to one
communications (interactive games), and One to Group by utilizing IEC tools like flip
charts/condom demonstrations & leaflets and Community Events (Road Shows with condom
demonstrations/ Condom Man/Branded Vehicles/street shows/events participations) were
organized.
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Mid media achievers/Promoters were recruited and trained to conduct one to one and one to
group session, for the purpose of generating quality contacts among the general population and
high risk population.
Communication Locations
The activity was executed near the outlets where condoms were sold. The locations such as
near TI hotspots like bus stand, railway stations, public parks, cinema halls, colleges, markets,
HAATS, malls, hotels & lodges, trucker halting points etc were covered.
For conducting the IEC and IPC sessions/contacts, Promoter lead activity, Van tours, Street
shows were planned and executed to reach the set targets.
For more Information Please visit us at : www.phsindia.org
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