Using Market Segmentation to Understand the Total Market in Paraguay

This presentation examined the SHOPS market assessment in Paraguay to identify appropriate roles for the private and public health sectors in meeting the needs of contraceptive users. Using both population-based and supply-side market data to understand market segmentation strategies over time, SHOPS also developed strategies for maintaining contraceptive security in the country. It was presented on October 6, 2014 to as part of a webinar hosted by the Market Development Approaches Working Group.