Human-Centered Design Partner to Develop a Product Positioning Strategy for a New Contraceptive Method in Sub-Saharan Africa

Request for Proposals (RFP)
Solicitation Title: Human-Centered Design Partner to Develop a
Product Positioning Strategy for a New
Contraceptive Method in Sub-Saharan Africa
Solicitation Number: DMPAXT-08202601
Submit Questions and Proposal to: Elena Lebetkin, elebetkin@fhi360.org
Date of Issue of RFP: 17 August 2026
Date Questions from Offeror Due: 11 September 2026
Date Answers provided by FHI 360: on/around 18 September 2026
Date Proposal Due: 02 October 2026
Approximate Timeframe Subcontract 31 December 2026
Issued to Successful Offeror(s):
Method of Submittal:
Respond via e-mail with attached document(s) in PDF format. Proposed costs/pricing,
when requested, should be provided in Excel format unless otherwise specified.
Budget Validity:
The Offeror agrees to hold the costs/prices in its offer firm for no less than 90 days from
the date shared.
Background on FHI 360:
FHI 360 is a global organization that mobilizes research, resources and relationships so
people everywhere have access to the opportunities they need to lead full and healthy lives.
With collaborations in over 60 countries, we work directly with local leaders to advance
social and economic equity, improve health and well-being, respond to humanitarian crises
and strengthen community resilience. We share data-driven insights and scalable tools that
expand access and equity so communities can effectively address complex challenges,
respond to shocks and achieve thriving futures. To learn more, visit fhi360.org.
Background on CRDI:
The Contraceptive Research, Development, and Introduction division (CRDI) at FHI 360 is a
multidisciplinary team of more than 30 researchers and technical experts with
extensive, broad and deep experience dedicated to expanding access to desirable,
affordable, quality, voluntary family planning options to better meet people's changing
needs and desires throughout their reproductive lives.
Request for Proposal 1

I. Project Background
Despite significant progress in expanding contraceptive options globally, millions of
women and adolescent girls across low- and middle-income countries (LMICs) still lack
methods that match their preferences for convenience, privacy, and longer acting
protection. With more than 80 million worldwide users, injectables remain one of the most
widely used methods. In Sub-Saharan Africa (SSA), they constitute 36% of the method mix,
representing 27.5M users and 110M units delivered annually. Yet more than half of users
discontinue within a year-most commonly because of side effects but often due to missed
reinjection visits. Current injectables require visits every one to three months, creating an
ongoing burden for users and health systems. Evidence from multiple countries shows
strong demand for a longer acting injectable that offers the convenience of twice-yearly
dosing, potentially fewer side effects, and fewer touchpoints with the health system.
FHI 360 recently completed a Phase 3 clinical trial of a 6-month injectable product. The
active pharmaceutical ingredient (API) is a widely used hormone with a well-known safety
profile. The product is expected to offer cost savings relative to the injectable
contraceptives currently available in LMICs and is made by a WHO-prequalified
manufacturer with large-scale production capacity. Thus, the six-month injectable
contraceptive is poised to rapidly expand contraceptive choice in settings with high unmet
need.
II. Scope of Work
FHI 360 seeks a firm ("offeror") located in sub-Saharan Africa (SSA) to develop a regional
(SSA) product positioning strategy that provides a regional framework for positioning this
new contraceptive method across sub-Saharan Africa while supporting adaptation to
diverse country contexts. The strategy should be grounded in human-centered design
principles and provide a flexible framework that can be adapted to individual country
contexts with limited additional contextualization.
Tasks
The offeror will be expected to perform the following tasks:
1. Conduct a Landscape Assessment
Conduct a targeted review of the regional contraceptive landscape to identify the
opportunities, barriers, and market dynamics that should inform product
positioning.
Activities may include, but are not limited to:
a. Rapid review of the current contraceptive method mix and market trends
across sub-Saharan Africa.
b. Review of lessons learned from previous contraceptive introductions.
c. Assessment of the competitive landscape and anticipated role of the new
method.
Request for Proposal 2

d. Conducting a rapid review of previously conducted acceptability studies of
long-acting injectable contraceptives.
2. Generate Human-Centered Insights
Gather and synthesize insights from a limited number of representative
stakeholders in three countries to ensure that the positioning strategy reflects the
needs, preferences, and decision-making processes of intended users and key
decision-makers. The three countries should come from the following list of
countries: Nigeria, Ethiopia, Tanzania, South Africa, Kenya, Uganda, Mozambique,
Madagascar, Malawi, or Zambia. FHI 360 can provide operational support in Nigeria,
Ethiopia, and Kenya. Virtual work is permitted, though in-person work is preferred.
Representative stakeholders may include women of reproductive age, male
partners, influential community members, healthcare providers, Ministries of
Health, implementing partners, donors, and manufacturers.
Activities may include, but are not limited to:
a. Identification of unmet needs and user priorities.
b. Exploration of factors influencing contraceptive choice.
c. Assessment of perceived product benefits and concerns.
d. Identification of common themes that should inform regional positioning.
3. Develop the Regional Product Positioning Strategy
Develop a regional product positioning strategy that defines how the product should
be positioned across sub-Saharan Africa.
The strategy should include, at a minimum:
a. Product value proposition.
b. Target user segments and audience insight.
c. Product positioning relative to existing contraceptive methods.
d. Positioning statements for key audiences (e.g., healthcare providers,
potential users, and policy makers).
e. Core messaging framework.
f. Product differentiation and benefit.
g. Strategic positioning principles and look/feel/tone.
For each component, the strategy should distinguish between elements that should
remain consistent across countries and those that should be adapted to local
contexts.
4. Develop a Country Adaptation Framework
Develop a practical framework to guide adaptation of the regional positioning
strategy to individual country contexts.
Request for Proposal 3

The framework should identify:
a. Contextual factors that should be considered during adaptation.
b. Information needed to tailor the positioning strategy.
c. Components of the positioning strategy that should remain consistent across
countries.
d. Components that may be adapted to reflect country-specific market, policy,
health system, or cultural contexts.
The framework should be designed for broad applicability across sub-Saharan
Africa and should not be limited to a predefined set of countries.
5. Develop Supporting Positioning Resources
Develop practical resources that facilitate consistent application of the positioning
strategy across diverse settings.
Resources may include, but are not limited to:
a. Audience messaging framework.
b. Positioning matrix.
c. Key message library.
d. Product positioning templates.
e. Country adaptation worksheet.
f. Guidance for tailoring messaging while maintaining the core positioning
strategy.
Anticipated Deliverables and Timeline
Anticipated deliverables will be submitted electronically to FHI 360.
Deliverable Description Target Date
Execution of subcontract and mutual agreement on
1. Contract Signing Upon execution
workplan
2. Landscape Assessment Develop a landscape assessment report 1 February 2027
Develop a PowerPoint presentation that shares the
3. Product Insights
results of the human-centered insights gathering 1 May 2027
Presentation
exercise
4. Regional Product Provide a product positioning strategy that outlines how
1 June 2027
Positioning Strategy the product should be positioned in SSA
Develop a framework that details how to adapt the
5. Country Adaption
regional positioning strategy to individual country 30 June 2027
Framework
contexts
Provide practical resources that facilitate consistent
6. Positioning Resources application of the positioning strategy across diverse 15 July 2027
settings
Location of Work: This work may be conducted both remotely and in-person and in
coordination with FHI 360 staff in both the US and SSA. As previously stated, in-person
Request for Proposal 4

work is preferred. The work for the human-centered insights portion will be conducted in
three of the countries from this list: Nigeria, Ethiopia, Tanzania, South Africa, Kenya,
Uganda, Mozambique, Madagascar, Malawi, or Zambia.
Travel: Travel is expected as part of this subcontract. When requested, offerors should
budget for and manage travel required to conduct the human-centered insights portion of
the work.
III. Timetable and Address for Submission
Proposals are due no later than 5:00 PM EDT on 02 October 2026.
Required documentation must be submitted electronically in PDF format to:
Elena Lebetkin
elebetkin@fhi360.org
Questions regarding this solicitation must be submitted no later than 11 September 2026.
Responses to all questions are expected to be shared with applicants by 18 September
2026.
Late submissions will not be considered.
IV. Qualifications
Required Qualifications
Offerors should demonstrate:
Experience applying human-centered design methodologies in global health, public
health, or related fields.
Strong project management and communication skills.
Ability to work in the three selected countries in English, French, and/or the local
language. Direct experience working in the countries is preferred.
Ability to comply with FHI 360 General Terms and Conditions as well as Lucille and
David Packard Foundation Terms and Conditions.
Preferred Qualifications
Experience in sexual and reproductive health, women's health, contraception, or
related areas.
Experience designing product positioning strategies in one or more countries.
Experience working with donor-funded research or implementation projects.
V. Evaluation Criteria and Award Determination:
Proposals will be evaluated in a two-stage evaluation process. All offerors who submit
responsive technical proposals will be considered in the first round of evaluation.
Request for Proposal 5

First Round Evaluation
During the first round, proposals will be evaluated in accordance with the following criteria
and weighting:
1. Proposed approach and plan (60%)
2. Experience in performing similar work in the past (25%)
3. Client references (15%)
Upon completion of the first round evaluation, FHI 360 will identify the highest-rated
offeror(s) and invite them to participate in the second round of the evaluation process. FHI
360 reserves the right to invite one or more offerors to submit second round proposals.
Second Round Evaluation
Offerors invited to the second round will be asked to submit a revised proposal package,
which is expected to include updates to the technical proposal based on feedback provided
by FHI 360, as well as a detailed budget and budget narrative with supporting cost
justification. Additional instructions and requirements for second round submissions will
be provided only to those offerors selected to advance.
Final Selection and Award
Award to selected offeror(s) will be made based on a best-value determination. In making
this determination, FHI 360 will consider the final technical evaluation results and
proposed costs, applying a tradeoff analysis to assess the overall value offered by each
proposal. Following evaluation of the second round submissions, FHI 360 reserves the
right to consider cost proposals as a determining factor in the final selection decision.
VI. Required Documentation for Submission of First Round Proposals:
1. Technical Proposal (maximum 3 pages) that includes:
Understanding of the project objectives and context
Proposed approach and methodology for the activities described in the above Scope
of Work
Description of how the Offeror will engage stakeholders throughout the strategy
development process
Relevant risks, assumptions, and recommendations
2. Organizational Experience and Qualifications
Overview of the organization
Examples of relevant HCD projects
Two relevant case studies or work samples
Proposed team structure and roles
CVs/resumes of key staff
Request for Proposal 6

3. References
Contact information for at least three clients for similar work
VII. Withdrawal of Proposals
Proposals may be withdrawn by written notice, email or facsimile received at any time
before award.
VIII. False Statements in Offer
Offerors must provide full, accurate and complete information as required by this solicitation
and its attachments.
IX. FHI 360 Disclaimers
FHI 360 may cancel the solicitation and not award
FHI 360 may reject any or all responses received
Issuance of the solicitation does not constitute an award commitment by FHI 360
FHI 360 reserves the right to disqualify any offer based on failure of the offeror to
follow solicitation instructions
FHI 360 will not compensate any offeror for responding to this solicitation
FHI 360 reserves the right to issue an award based on an initial evaluation of offers
without further discussion
FHI 360 has the right to rescind an RFP or rescind an award prior to the signing of a
subcontract due to any unforeseen changes in the direction of FHI 360's client, be it
funding or programmatic
FHI 360 may choose to award only part of the activities in the solicitation, or issue
multiple awards based on the solicitation activities
FHI 360 reserves the right to waive minor proposal deficiencies that can be corrected
prior to award determination to promote competition
Request for Proposal 7