USAID Frontier Health Marketing

Under the leadership of the USAID Frontiers Health Market Engage (FHM Engage) project and with technical support from Metrics for Management (M4M), tfho—RESEARCH conducted a Willingness-to-Pay (WTP) study to inform product and pricing strategies for selected contraceptive commodities, aiming to improve access and ensure sustainable provision within Ghana’s private health sector. Conducted in Accra and Tamale, the study examined factors influencing user preferences and utilization of contraceptive products and services, providing critical insights to guide market-based approaches for family planning.