In Zambia, the Partnership is working with CARE to create a new social enterprise, Live Well, that recruits, trains and supports a network of community agents to promote healthcare and sell health impact products to underserved communities in rural and peri urban areas. Live Well raises awareness of health issues and provides income and entrepreneurial opportunities in communities of high unemployment, and in a country where roughly 75% of the population earns less than USD $1.25 a day.
Barclays and GSK have established an innovative way of working with an NGO, moving away from traditional corporate philanthropy to working in real partnership with CARE. Live Well is owned and operated by CARE, while Barclays & GSK provide strategic, technical and operational support, as well as funding. Barclays, GSK and CARE representatives will serve on the board of Live Well.
The ambition is for Live Well to become financially sustainable by 2020 whilst maintaining its social impact of improving access to healthcare and supporting livelihoods. To give the business the best chance of success, Barclays and GSK have leveraged support from other partners and suppliers. For example, Living Goods, another CGI member which operates a door- to- door sales agent model in Uganda, is providing advisory and technical support to CARE; and Landor, one of Barclays preferred marketing suppliers, has provided pro bono work to develop Live Wells brand and identity.
As of March 2016, 93 agents have been trained, with plans to scale up to approximately 500 over the next 12 months. Over 12,500 health related products have been sold to date and sales continue to increase, including GSK products.
This new model provides GSK with a new route to market and valuable market insight, and Barclays the opportunity to use Live Well as a test for new digital SME products. The Partnerships work on Live Well recently won a GSK Global Manufacturing and Supply Presidents Award.
The Zambian Ministry of Health is supportive of Live Well and is in discussions about the possibility of granting waivers to allow the sale of some prescription medicines (e.g. malaria treatment), under proper supervision, to further improve the health impact.
Live Well isnt the only new business model this partnership has been working on; it has also developed a micro health insurance product concept and design, with colleagues from Absa Financial Services in South Africa and Barclays Life Zambia. Due to regulatory and pricing challenges, the team have yet to pilot the product, but lessons learned are helping inform Barclays Micro Insurance Strategy for Africa.