Developing and Launching the Government Social Franchise Model of Reproductive Health Care Service Delivery in Vietnam

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Social franchising, an effective social marketing business model, has increased the quality of health care services in developing and developed countries. Typically, private sector physicians and pharmacies are recruited by local or international nonprofit organizations into branded networks of clinics that benefit from economies of scale, a standardized business model, higher quality services, and sophisticated social marketing. While generally effective in the private sector, social franchising of public government operated clinics is very limited. As a result, the social franchise model is relatively untested as a means of enhancing the capacity and quality of public health care services for individuals with limited financial resources. Addressing the need for additional study, this case analysis traces development and launch of a social franchise network of reproductive health services through community public health clinics in two provinces in central Vietnam. Improvement of the clinic infrastructure, increased standardization of quality services, staff instruction on proactive relationship management, and promotion of a culturally relevant brand all appear to have contributed to the successful launch of the network in this case study. The decision to implement a standardized schedule of affordable service fees in one of the two provinces also appears to have improved perceived service quality. Implementation of planned staff incentives has proven to be the most challenging aspect of what is referred to as the government social franchise (GSF) model. Overall, initial evaluation suggests that significant improvement in reproductive health care service quality can be achieved through adaptation of the social franchise model to public sector context.