Exploring the opportunity to commercialize UNIMMAP in Pakistan
Four out of ten pregnant women worldwide suffer from anemia, which contributes to approximately 20% of maternal deaths. An ever-larger share of pregnant women suffers from other micronutrient deficiencies, as requirements for several vitamins and minerals increase by up to 50% during pregnancy. This is particularly true for women in LMICs: in Pakistan, where between 4.5-6.4 million women give birth every year, women of reproductive age suffer from considerable micronutrient deficiencies (e.g., vitamin D (80%), vitamin A (27%), zinc (22%) and iron (18%)).
Micronutrient deficiency during pregnancy can increase the risk of fetal death, prematurity, and low birth weight. Fortunately, micronutrient supplementation as part of antenatal care (ANC) significantly reduces these risks. The World Health Organization now recommends MMS (Multiple Micronutrient Supplement) as a standard component of ANC, based on strong evidence of its effectiveness compared to the previously recommended supplement, iron folic acid (IFA). Specifically, UNIMMAP (The United Nations International Multiple Micronutrient Antenatal Preparation) is poised to become the ANC standard globally. Compared to IFA alone, UNIMMAP reduces the risk of child stillbirth by 26% among anemic women, low birthweight by 19%, and pre-term birth by 8%. Among pregnant underweight women, the pre-term risk decreases by 16%. As a result, more and more LMICs are integrating UNIMMAP into their public health systems, such as in Pakistan, where UNIMMAP supplementation could avert 11 749 more DALYs than IFA per 100 000 pregnancies.
However, in Pakistan, 60-70% of pregnant women visit private, not public, health care professionals. In this context, this report explores the potential for a commercial UNIMMAP in Pakistan to complement public and free distribution approaches. It addresses:
Which are the potential regulatory requirements for the distribution of UNIMMAP in Pakistan?
What is the potential market for a commercial UNIMMAP is Pakistan?
Which product characteristics as well as marketing and distribution strategies would most likely be successful among Pakistani consumers and ensure higher consumption frequency?
Greenstar Social Marketing healthcare practitioner in Rawalpindi (Pakistan)