Vietnam Country Program



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The Healthy Markets project is a five-year initiative, funded by the United States Agency for International Development (USAID) the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR), that aims to grow a viable market for HIV-related goods and services capable of meeting the needs of populations facing the greatest risks.

Healthy Markets utilizes the total market approach (TMA) to segment populations based on need and ability to pay and to balance access and sustainability. The TMA enables governments and donors to prioritize finite resources for populations that need free or subsidized commodities and services and allows the commercial market to provide options for those that are able, and prefer, to pay. Through the project, private-sector solutions and expertise are leveraged to identify market opportunities and catalyze market responses to the HIV epidemic. In this way, Healthy Markets seeks to support a phased transition from an environment whereby condoms and other HIV-related goods and services (including lubricant, needles and syringes, and HIV testing) are predominantly subsidized, to one where non-subsidized commodities, services, and distribution channels are more common.

Healthy Markets partners with local community-based organizations (CBOs), local non-governmental organizations, and social enterprises to build their capacity to operate more sustainably while serving at-risk populations (including men who have sex with men, female sex workers, people who inject drugs, and their sex partners). This includes making available an Innovations Fund, which invests in creative, high-impact ideas to serve HIV-affected populations over the long run.

The project supports local condoms, lubricant, and needle and syringe manufacturers to invest in the local market and make available quality and affordable commodities to those that need them. Healthy Markets also enables private health clinics and CBOs to offer HIV testing, utilizing lay providers and self-testing models, and pre-exposure prophylaxis (PrEP) services.

An aspirational and motivational behavior change and demand creation strategy builds affected population capacity and desire to protect themselves from HIV and seek HIV testing services. The campaigns use traditional and new media (social media, digital TV, SMS) to reach affected populations across the country and in provinces most affected by HIV.

Healthy Markets is implemented in local partnership with The Centre for Creative Initiatives in Health and Population and T&A Ogilvy. PATH also works closely with CBOs, social enterprises, manufacturers, distributors, private health care providers, and national and local governments.

Recent highlights

PATH blog: Access to answers: HIV self-testing could help Vietnam accelerate its efforts to end HIV transmission

Press Release: Innovative HIV self-testing launched in Vietnam

Healthy Markets featured in Devex: Experts call for urgent HIV testing scale-up to reach global goals

Healthy Markets featured in BMJ article: Downside of becoming a richer country

Healthy Markets featured in NPR article: Vietnam figures out a new way to distribute condoms

Featured multimedia

Available Materials

Fact sheet



Case Studies

For more information about Healthy Markets, contact Dr. Kimberly Green, HIV/TB and Noncommunicable Diseases Program Director for the Mekong, at