How can market segmentation be used to increase the use of the commercial sector?
Market segmentation strategies are used by businesses to divide their customers into distinct groups based on different factors, such as income, and to target their products accordingly. A variation of this approach is used to market public health goods, including family planning. In family planning, market segmentation is used to divide the family planning market into groups based on choice of method and provider and to match clients with sources based on need and ability to pay. Effective market segmentation strategies can make it possible for the public sector to focus its resources on those most in need while promoting the growth of commercial sector services for those who are able to pay. Family planning market segmentation studies provide the information needed to formulate and develop strategies to promote the commercial sector. While such studies have not yet been conducted in sub-Saharan Africa, they have been conducted in Indonesia,7 the Philippines,8 Turkey,9 Egypt10 and oth
