Social marketing for a better world

Social Franchising

DKT utilizes social franchising, or the practice of utilizing commercial solutions for social problems, as part of its programming. In this case, social franchising refers to scaling successful models of healthcare delivery to increase health equity. Despite being a relatively new field, social franchising has proven to be a highly effective channel for delivery of healthcare in general and of family planning services in particular.

The ultimate goal of DKT’s social franchise model is to increase the number of reproductive healthcare providers in a given area who can deliver high quality care at an equal or lower cost relative to other delivery options. DKT does this by sponsoring the practices of mid-level healthcare providers, including midwives and rural medical practitioners. As part of its sponsorship, DKT may provide start-up capital for a provider to start a practice and allow the practitioner to use the DKT brand while providing family planning services. DKT also provides training of key reproductive health skills, such as IUD and implant insertion, to these providers. Although no two of DKT’s social franchising programs look alike, all share the same goal of increasing access to reproductive health services in under-served populations.

DKT started its work in social franchising in its program in Bihar, India in 2000 and has since launched social franchising programs in Indonesia, the Philippines, Mozambique, Pakistan and Tanzania.

DKT’s White Paper on Social Franchising: “Social Franchising and Clinic Networks: How Social Franchising is helping DKT’s clients secure 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.