Client Name

Bayer Pakistan Private Limited

Faculty Advisor

Dr. Atizaz Ahsan

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

The idea behind the project is Therapeutic Preventive Nutrition (TPN). This approach is based on blending the clinical aspect with the microeconomic approach through the retail industry. The paradigm attempts to shift the mindset of the consumer about maternal nutrition from a wellness product to an economic health care insurance product, thus putting the individual’s personal interest in maternal nutrition at risk.

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

Selected Goals:

GOAL 2: Zero Hunger, GOAL 3: Good Health and Well-being, GOAL 5: Gender Equality, GOAL 8: Decent Work and Economic Growth. 

Justification: 

SDG 2 : Reduces/eliminates acute malnutrition and child stunting by providing highly bioavailable micronutrient formulations that circumvent compromised gut barriers in infants. 

SDG 3 : delivers accessible clinical-grade preventative nutrition to prevent neonatal complications, low birth weight and chronic metabolic diseases. 

SDG 5 : Engages female community distribution network (Lady Health Workers) to directly enhance the health equity and supplementation of mothers, while bypassing cash control barriers in society. 

SDG 8 : Ensures the cognitive development and the future productivity of the national workforce is not lost, thus reducing the economic losses in Pakistan due to child stunting for an economy of 17 billion annually.

NDA

Yes

Abstract

This Experiential Learning Project (ELP) report details a nutrition intervention for Low Income Consumers (LIC) in Pakistan for the important ‘First 1000 Days' of maternal and infant development. Using a mixed methods perspective (N=211 primary quantitative surveys triangulated with epidemiological benchmarks across the globe), significant information emerged; that is, the healthcare crisis is that 83.88% of low-income households delay or not seek needed medications because at their last purchase they do not have sufficient cash flow. Moreover, there is an intra-household triage bias; that is, the health and nutritional status of adults is always given a lower priority than that of children and elderly kin.  To overcome these Socioeconomic and Physiological hurdles, the sustainable commercial strategy presented in this report is for a new Bayer product category, Therapeutic Preventive Nutrition (TPN). The product is designed in a way that is aimed toward achieving the following: We experimented with a cross-subsidisation portfolio – high-margin multi-day trimester packs feed into low cost sachet packs (which allows an adequate, though not outsized, net contribution margin of 34%). Physical retail placement is based on a four-tier placing setup where B2B medical clinics play a role, as well as the Lady Health Workers (LHWs) to circumvent the established hierarchy of patriarchal budget placements, corner pharmacies, and a decentralised network of neighbourhood grocery stores adopting informal credit structures (Udhaar).

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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