Social marketing for a better world

Social Franchising

A Pop shop social franchise in the Philippines

Just as it has capitalized on social marketing to become one of the world’s largest private providers of family planning to low-income people in the developing world, DKT increasingly uses social franchising, a highly effective and growing channel for delivery of family planning products and services. Social franchises demonstrate that quality health products and services can be delivered cost-effectively at increasing scale.

A social franchise is a network of private (and sometimes government) health providers (the franchisees) whose products and services are standardized and promoted by a single entity (the franchisor) that is, in this case, DKT. Social franchising aims to increase the number of providers and health services offered (access), to provide services at an equal or lower cost to other delivery options (cost-effectiveness) that adhere to quality standards (quality) and serve all population groups, especially those most in need (equity).

DKT started its work in social franchising in India in 2000 and, since then, has launched programs in Indonesia, the Philippines, Mozambique, Pakistan and Tanzania. DKT currently implements social franchising through public and private clinics, midwives and rural medical practitioners, and it is accounting for a growing share of DKT’s health impact.

DKT’s White Paper on Social Franchising: “Social Franchising and Clinic Networks: It’s helping DKT International’s customers secure better access to high quality, affordable family planning,” February 2016.

Case Study on Social Franchising in Indonesia: “Clinical Social Franchising Case Studies: DKT’s Andalan Indonesia.” A 2012 case study published by the University of California, San Francisco’s Global Health Group offers an in-depth look at DKT Indonesia’s approach to social franchising.

Press Release: DKT International Reaching New Family Planning Clients with Social Franchising Washington, D.C., January 3, 2012