Announcing the Winners of the Innovative Data Methods for Market Segmentation of HIV Services Challenge

Speeches Shim

Author: Emily Lark Harris works in the Office of HIV/AIDS’s Strategic Information Branch and serves as the Data.FI Agreement Officer Representative.

To achieve and sustain HIV epidemic control, we know that new approaches are needed. The Innovative Data Methods for Market Segmentation of HIV Services Challenge was launched to identify market segments of people living with HIV/AIDS (PLHIV) who are willing and able to pay for HIV services, to support PEPFAR in tailoring HIV treatment services and expand market diversification. The private sector can play a critical role in driving this innovation and a preliminary step towards expanding the utilization of the private sector is defining which clients are willing and able to pay for care through market segmentation.

After receiving 32 innovative and thoughtful submissions, data and analytics experts from the Data for Implementation (Data.FI) project and the Office of HIV/AIDS selected U.S.-based Fraym and South Africa-based Palindrome Data as the challenge winners. Launched in September 2021, the competitive process evaluated submissions based on predetermined criteria including geographic and contextual precision, scientific rigor, and replicability in different country contexts. Each of the winners will be awarded $50,000 USD to conduct market segmentation analyses in priority PEPFAR countries, including Kenya and South Africa.

Priority predictors of private-sector health purchases in people living with HIV in South Africa
Priority predictors of private-sector health purchases in people living with HIV in South Africa
Palindrome Data

Fraym and Palindrome Data are developing profiles to identify novel consumer demographic data sources and approaches to market segmentation that will inform PEPFAR’s market segmentation strategies. Profiles incorporate demographic dimensions (who) and geographic dimensions (where). While Fraym and Palindrome Data are each developing unique approaches, both are integrating diverse data sources, analyzing these diverse data sources via advanced analytical methods, and translating the analysis into insights to advance PEPFAR’s understanding of the market size and characteristics of PLHIV willing and able to pay for private HIV treatment services. Aligned with the PEPFAR COP/ROP 21 Guidance, applying private sector expertise in market segmentation to develop such profiles can help drive programming to maximize impact for epidemic control.

Screenshot of the DATAfraym® platform: Country-level view of percent of people living with HIV classified as high ability to pay
Screenshot of the DATAfraym® platform: Country-level view of percent of people living with HIV classified as high ability to pay
Fraym, South Africa 2016 DHS, Malaria Atlas Project

The challenge winners’ approaches are described below, organized by their unique approaches to: (1) Integrating diverse data sources; (2) Applying advanced analytical methods; and, (3) Producing market segmentation profiles:

1). Integrating Diverse Data Sources

Fraym is leveraging a database previously untapped for PEPFAR market segmentation that integrates hyperlocal population, demographic, socioeconomic, and psychographic data.

Palindrome Data is layering multiple, existing datasets that incorporate three categories: traditional population demographics and health data; contextual data such as income, employment, health engagement, health demand, product demand, search demand; and performance data and relevant proxies for purchase of private sector health and HIV services and commodities.

2). Applying Advanced Analytical Methods

Palindrome Data is combining traditional market segmentation approaches with newer machine learning and advanced clustering to find natural groups and connected traits in subpopulations. Palindrome Data will unlock unique insights on how these characteristics correlate and influence clients’ potential willingness and ability to pay for HIV services.

3). Producing Market Segmentation Profiles

Fraym is producing a flexible model that can be integrated into PEPFAR systems or accessed via a web-based application. The model will visualize Fraym’s approach of spatially segmenting and mapping PLHIV that can pay for HIV products and services based on demographic, socioeconomic, psychographic, geographic, and other variables down to the 1km.

Palindrome Data is producing population archetypes across the spectrum of the addressable market of PLHIV identified as willing and able to pay for HIV products and services. These archetypes will describe various unique trends and behaviors that will help guide targeted program and product interventions, ensuring country programs are able to reach the UNAIDS 95-95-95 targets (diagnosing 95 percent of all HIV-positive individuals, providing life-saving HIV medication for 95 percent of those diagnosed, and achieving viral suppression for 95 percent of those treated by 2030).

Interested in learning more? Join us on March 30 for a webinar with the Office of HIV/AIDS, Data.FI, Fraym, and Palindrome Data -- we’re looking forward to sharing this exciting work.

Last updated: March 10, 2022

Share This Page