Alternative Rural Marketing is a delivery model focused on enhancing the purchase and use of critical health products by poor women in rural areas.  Alternative Rural Marketing is distinct from traditional marketing and commercial distribution, in that it leverages the platform of existing microfinance clients as sales agents and local organizations as delivery channels for products.  Specifically, implementing organizations offer groups of women access to financial services such as special savings accounts to purchase mosquito nets, water filtration devices and other health protection products; loans to sell health protection products to others in the community; and health education to motivate personal use of the products.

Alternative Rural Marketing can help the poor

• increase health literacy, including enhancing knowledge and skills to protect and finance health;

• access health products to avert health problems or respond to health threats; and

• seize economic opportunities to sell health products in their communities.

Alternative Rural Marketing can help implementing organizations

• diversify their product portfolio to spread risk and attract new clients;

• create demand for new products, which generates more business;

• increase clients’ ability to meet their loan obligations as a result of improved health, business and financial management; and

• increase client loyalty by offering multiple, highly valued products.

Freedom from Hunger is currently working in Ghana to advance Alternative Rural Marketing.