Total Market Approach

A total market approach (TMA) is a lens or process for developing strategies that increase access to priority health products and services. TMA takes into account free, subsidized, and commercial delivery methods for a more sustainable and equitable approach to increase access for all segments of a population. TMA strategies have been used with priority health products such as condoms, contraceptives, oral rehydration salts, zinc, and insecticide-treated bed nets. 

Although the term “total market approach” is relatively new, stakeholders have been using similar concepts to transition their programs off public and donor subsidies for many years. Central to a total market approach is robust engagement of stakeholders from the public sector, for-profits, and NGOs, with government leading the process.

SHOPS Plus uses total market approaches in its country programs to increase access to and use of priority health products and services, increase efficiency and equity in the health system, and improve the sustainability of its programs. The project uses data to inform its TMA strategies and measure progress. SHOPS Plus empowers local champions in the public and private sectors to steward and drive the process. The project also works to preserve clients’ ability to choose the type of provider and type of care they access.

SHOPS Plus also developed a compendium that brings together tools and resources that can be used to help understand new ways of engaging country counterparts to support TMA efforts. View the compendium.

Example of our work

In Senegal, SHOPS Plus uses its analytical expertise to examine and strengthen the total market for family planning, maternal and child health, and malaria products. To date, there have been several efforts to assess markets in Senegal. SHOPS Plus will synthesize the findings of these efforts to take into account the full range of public and private sector actors. SHOPS Plus will assess the gaps in past TMA efforts, collect data and market information to better understand the markets and provide a strategy to build the total market for these products. This strategy address bottlenecks that currently prevent target consumers from accessing their desired products.

Countries: India, Senegal



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.