Pink Star: A Network of OBGYNs to Offer LARC Methods and promote MMS through Private Sector
Social Marketing Company (SMC) is providing Long Acting Reversible Contraceptive (LARC) services through Obstetrician and Gynecologist (OBGYN) of Private Sector under Pink Star network. Pink Star program initiated in 2013, since then it has carried out various activities to raise awareness and to increase accessibility, availability, utilization of IUD, Implant, Injectable contraceptives among potential clients and promote Multiple Micronutrient Supplements (MMS) for Pregnant Women.
SMC implements this program in collaboration with the Directorate General of Family Planning (DGFP) and the Obstetrical and Gynecological Society of Bangladesh (OGSB). The program promotes Pink Star outlets as a source of quality LARC services.
SMC provides training and ensures supply of IUD and Implant contraceptives to the doctors. The doctor who are mostly OBGYN and willing to contribute in national family planning program especially long acting contraceptives, are eligible to enroll in the Pink Star network. In addition, they have also integrated (MMS) in Antenatal care for pregnant women.
In Bangladesh, IUD use rate has remained plateau over the past decade. The main factor behind this scenario is the negative image on IUD associated with side effects and complications. Myths and misconceptions about IUD have also contributed to the negative impact for acceptance of the method. The provision of offering IUD through graduate doctor is significantly contributing to regain its image. SMC overbranded IUD as Relax and Implant as i-plant as a marketing strategy.
According to BDHS 2022, CPR is 64% where 55% use Modern method and 9% are traditional. Contribution of LARC & PM is very poor and have reduced to 8% in 2022 from 9% in 2017. About 64% pregnant women received antenatal care in private sector (76% of it through Qualified doctor) and institutional delivery is 65%, OBGYN can play significant role in improving maternal nutrition, reducing incidence of LBW, increase LARC in the total contraceptive method mix.
A branded signboard is hanged outside of the chamber of the providers. SMC promote the Pink Star outlets through distributing brochures and leaflets in the community, hanging banners and posters in the center. As part of the digital presence and promotion of the network, a website has been developed. The site https://pinkstarbd.net offers updated information about LARC methods, recent events of Pink Star program and nearby service delivery points for potential clients.
SMC has established a cross-referral system, where other Star Network members (Blue Star, Green Star and Paramedics of Community Mobilization Program refer potential LARC clients and mothers for pregnancy and delivery care to Pink Star providers in addition to GoB facility.
The responses of the program are encouraging. The graduate doctors, in many cases, are proactively discussing with their clients on various family planning methods and informing about the availability of LARC and Injectable services. It may be noted that LARC method users have slightly decreased in the country from 2.7% in 2017 to 2.1% in 2022 (BDHS).
As of June 2025, the network has 654 Pink Star providers across the country. In the year 2013, the program distributed 2,887 LARC methods (Relax and i-plant) which have increased to 13,500 in June 2025. Since inception, they have administered over 65,000 IUDs, 37,000 implants and 95,000 injectables from their outlets.
A study in June 2018 measured the attitude, perception, and practice of the Pink Star providers and beneficiary of LARC users. It included 200 IUD and 133 Implant users as respondent. Besides, they interviewed 132 Pink Star providers. Following is a brief overview of the findings:
• In most cases, providers administer IUDs during cesarean delivery or post abortion care.
• SMC appointed counselors play a critical role for creating awareness and motivate users to accept LARC methods.
• The major motivating factors of the users for adopting LARC methods include these give protection for longer period and are hassle free.
• About 90% IUD users and more than 92% Implant users were satisfied with receiving services from the Pink Star providers.
Following table shows the Pink Star provider coverage by divisions-
|
Pink Star Provider Coverage by Division |
||||
|
Divisions |
# of Districts covered |
Total Provider |
Female Provider |
Male Provider |
|
Barishal |
5 |
27 |
16 |
11 |
|
Chattogram |
9 |
138 |
126 |
12 |
|
Dhaka |
13 |
174 |
168 |
6 |
|
Khulna |
8 |
62 |
52 |
10 |
|
Mymensingh |
4 |
26 |
25 |
1 |
|
Rajshahi |
8 |
124 |
123 |
1 |
|
Rangpur |
7 |
68 |
65 |
3 |
|
Sylhet |
2 |
35 |
34 |
1 |
|
Total |
55 |
654 |
609 |
45 |
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