Market Potential and Readiness Assessments for the Hormonal

Project Name: CHAI HIUD Catalytic Opportunity Fund in Ethiopia
Organization: FHI 360
Project Period: January 2026 – March 2026
Consultant Level of Effort: Deliverable based

1. Background

FHI 360 is a nonprofit human development organization dedicated to improving lives a long way by advancing integrated, locally driven solutions. With presence in over 40 countries, FHI 360 addresses complex challenges in health, education, nutrition, environment, economic development, civil society, gender equality, youth, research, and technology. The organization mobilizes research, resources, and relationships to ensure that people everywhere can access the opportunities they need to lead full, healthy lives.

Globally, FHI 360 has played an instrumental role in increasing global access to the hormonal IUD through comprehensive market assessments, user research, and cost evaluations. FHI 360 Ethiopia has been awarded a Catalytic Opportunity Fund (COF) grant to support the Government of Ethiopia in preparing for the national introduction and scale-up of the quality-assured hormonal IUD. This pre-introduction project aims to conduct a comprehensive market assessment, develop a validated Costed Introduction Plan (CIP), update national monitoring and logistics systems, and enhance social and behavior change (SBC) materials.

The project emphasizes a country-led approach, ensuring alignment with national priorities and supporting informed, evidence-based decision-making for the development of costed introduction plan for hormonal IUD. For the success of this project, generating critical evidence to inform the effective introduction and scale-up of HIUDs in different regional settings is required. Therefore, FHI 360 is looking for a consultant firm who demonstrates proven experience in the field of health and market assessment related activities.

2. Objective of the Consultancy

1. Map, assess and analyze the existing and potential market for hormonal intrauterine devices (HIUDs) in selected geographies:
2. Identify the most promising potential channels and approaches for product introduction in the public sector.
3. Identify community level demand drivers and barriers, including socio-cultural attitudes, awareness levels, male involvement, religious/community leader influence, and behavioral determinants.
4. Document partners’ activity progress (i.e. assessing the initial service provision targeting facilities supported activities) for introducing the hormonal IUD from secondary data.
5. Assess local readiness for HIUD provision and where gaps exist, outline most pressing needs for capacity strengthening to support facility and provider readiness:
6. supply chain and logistics
7. service delivery capacity
8. availability of insertion materials (insertion kits and consumables),
9. human resource capacity including trained providers/provider skills, existing HIUD experiences, workload and planned training needs,
10. additional factors such as: FP integration, counseling quality, and infection prevention readiness.

3. Scope of Work

The consultant will conduct site visits, government meetings, and stakeholder interviews to identify promising channels, facilities, and market segments. Additionally, a needs assessment for insertion of kits, consumables, and human resource capacity will be included. This involves a total of 6 regions Oromia, Amhara, and Central Ethiopia, Sidama, and South Ethiopia, and Addis Ababa city in selected woredas considering religion, urban and rural woredas. The assignment includes consultative meetings with the relevant stakeholders in 6 regions and a one-day national-level dissemination event.

Key Activities

• Desk Review: Collect and analyze existing documents and data on reproductive health trends, contraceptive prevalence, data management, reports from DHIS, LMIS and relevant partner and market dynamics for HIUDs.
• Meetings: Conduct meetings with government officials and relevant stakeholders in order to understand the market potential in targeted regions/woredas.
• Stakeholder Mapping: Identify and engage national and regional stakeholders, healthcare providers, and relevant organizations.
• Service Provision Analysis: Evaluate availability, accessibility, and readiness of health facilities and outreach programs to provide hormonal IUD. Assess and quantify users of HIUD and available methods in each geographic area
• Demand Estimation: Analyze insights from interviews and secondary data to estimate potential demand and uptake
• Community demand and SBC assessment: Identify community level perception, barriers and drivers. Asses HEW and mobilizers’ readiness for H-IUD sensitization, asses existing context-based SBC platforms and channels that can integrate H-IUD messaging
• Collectiveness: organize and conduct a consultative meeting based on the stakeholder mapping results

1. Key Deliverables
2. Inception report: including a description of methods and sampling procedure, data collection tools and field guides, and data analysis plan.
3. Report on desk and literature review of published and unpublished reports on hormonal IUD
4. Consultative meeting report
5. Market potential and readiness assessment Report: Including:

• Current reproductive health and HIUD market analysis
• Stakeholder insights
• partners’ activity progress
• Demand estimation for HIUD
• Promising potential channels and approaches for product introduction
• Identified community level demand drivers and barriers
• Recommendations for product introduction and scale-up

1. Presentation of Findings: To key stakeholders and partners to validate the findings
2. Timeline

Estimated duration: 10–12 weeks, broken down into:

Week 1–2	Desk & literature finding and stakeholder mapping results
Week 3–6	In depth interviews
Week 7–9	Data analysis and 1st draft report
Week 9–10	Validation workshop
Week 10 – 11	Final report submission

. Evaluation criteria

Evaluation criteria	Points (Max. Total 50)
Degree to which the proposed methods and approach demonstrate a clear, realistic and effective way to reach the expected objectives, based on a profound understanding of the SOW.	20
Experience in conducting similar work along with references, profile of the assessment team to be involved in undertaking degree to which the consultant possesses the technical knowledge	20
Degree to which cost effective approaches and budget utilization	10