Introduction
We are delighted to announce Nivi’s appointment as the demand generation and consumer insights partner on the USAID’s flagship private sector health project FHM (Frontiers Health Market) Engage. The collaboration between Nivi and FHM Engage in India builds on a forward-thinking approach to health market development, combining Nivi’s digital expertise with FHM Engage’s strategic market interventions to enhance health outcomes and economic development for women and youth across India. Through its partnership, Nivi is expanding its SRH journey across five states and aims to support nearly 200,000 individuals and further strengthen its referral network by enlisting an additional 6,500 providers.
About FHM Engage
This initiative, spearheaded by Chemonics International, Results for Development (R4D), Pathfinder International, and Zenysis Technologies alongside other regional and specialized network implementing partners (NIPs) focuses on two primary areas: enhancing the market environment for increased private sector participation and improving equitable access to high-quality health products, services, and information.
Operating under principles of inclusivity, equity, patient persistence, transparent learning, and respect, FHM Engage envisions a world where health markets are responsive, equitable, resilient, and driven by consumer needs.
FHM Engage in India
Under a Market Development Approach (MDA), FHM Engage aims to catalyze the private sector for improved market facilitation through interventions aimed at increased access to financing, strengthened stewardship, improved regulations, and increased availability and use of health market data for expanding the contraceptive market. Starting with 5 states - Karnataka, Assam, Meghalaya, Maharashtra and NCR-Delhi, these efforts will improve supply and demand to ensure contraception is a lifestyle choice for the youth who are currently prioritising livelihood opportunities and leverage digital and offline platforms where they are comfortable accessing information, services, and products.
Nivi’s Strategic Role
Nivi will use a digital-first social and behavior change communications (SBCC) approach and deploy askNivi, an AI Powered WhatsApp-based consumer-facing chatbot connecting individuals with actionable information on contraceptives and referrals to geo-located pharmacies/facilities/providers in each of the priority states. This will be achieved through a combination of digital interventions -
Awareness Campaigns: Run targeted awareness campaigns to onboard relevant users and encourage users to explore their options and make informed decisions.
Personalised Engagement: Provide personalised experience and guidance to methodically amplify consumer engagement by addressing their specific health needs and behaviours in relation to family planning.
Geo-Tagged Referrals: Onboard 6500 healthcare providers and offer geo-tagged referrals to the askNivi users to their nearest health facility for counseling or to a pharmacy for obtaining contraceptive products conveniently. askNivi will also provide post-service follow-up after the visit to ensure contraceptive continuation and Quality of Care at the healthcare facilities.
Audience Insights: Analyse user interactions to generate valuable insights on knowledge gaps, attitudes, motivators, and barriers related to contraceptive uptake among different audience segments. This will be pivotal in formulating a coherent strategy for long-term market development and feed into programmatic and advocacy mandates to address specific health challenges and barriers to access.
A Vision for Sustainable Health Markets
“Together, FHM Engage and Nivi are setting a precedent for private sector engagement partnerships in health care. This collaboration not only seeks to improve immediate health outcomes but also aims to develop a sustainable health market system that is adaptive, inclusive, and capable of addressing the evolving needs of consumers” says Sidd Goyal, Nivi’s CEO. “By combining FHM Engage's comprehensive approach to market development and Nivi's technological expertise, we are poised to create a lasting impact on health markets, ensuring that high-quality health products and services are accessible to all individuals alike.”