Green Star

Greenstar Functions

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GSM is a member of the population services international (PSI) network. Through a network of 65 member organizations in the developing world.

GSM Functions

Health Services

Greenstar has one of the most experienced health services team in the country which has spearheaded the provision of quality reproductive health and family planning services since 1991. The team is focused on delivering the highest standards of training to a vast network of healthcare providers thereby meeting the RH and FP needs of married women of reproductive age (MWRA).

The team's compassionate and client-centered approach has made it possible for women across the country to access high quality, reliable reproductive health and family planning services regardless of their social status. The vast network of healthcare providers certified by our team is amongst the best in the sector and is striving hard to deliver high quality RH and FP services.

The built-in quality assurance mechanisms in the Health Services Department leverage the use of robust tools. These include the Standards-Based Management and Recognition (SBM-R) tool, the Technical Clinical Assessment Tool (T-CAT) and Quality Theme Visits (QTV), for ensuring the provision of quality services, as well as client satisfaction, at the network clinics.

Internal Audit

GSM has also established an internal audit department that conducts internal audits of the organization. The internal audit department is led by the Head of Internal Audit who reports directly to the Audit Committee. The Board Audit Committee at GSM consists of four members including the chairman. Members meet on a quarterly basis to review the financial statements of GSM and internal audit reports.

External Audit

A.F. Ferguson & Co. has currently been appointed, by the members of Greenstar Social Marketing Pakistan (Guarantee) Ltd. as the external auditor of the company to audit the financial statements of the company.

Interpersonal Communications (IPC)

Interpersonal Communication (IPC) is any face-to-face interaction that takes place with a target audience with the objective of changing their behaviour. IPC generally refers to face-to-face interactions with the community but IPC techniques can also be used with healthcare providers. When IPC is conducted with providers, it is often referred to as medical detailing or supportive supervision.

Greenstar's Interpersonal Communication (IPC) intervention is the backbone for changing behaviours in communities. Field workers create awareness and demand among the community in the catchment area of core selected Greenstar network providers regarding the benefits of birth spacing and motivate them towards the adoption of contraceptive methods. This awareness brings sustainable behavioural changes among the community for birth spacing through adoption of modern contraceptive methods.

Greenstar is doing demand generation in three ways.

  • Creating new users
  • Increasing demand among existing users
  • Taking market share from competing behaviours (e.g. convincing caregivers to seek healthcare immediately, instead of not seeking care until their health situation has severely deteriorated or has been compromised)


Research, Monitoring & Evaluation

The research department at GSM is involved during the design of any project or programme with donors and provides robust inputs to the programme team on proposal development, research requirements, and realistic timelines related to studies that can explore and assess impact. The research department also takes a lead in dissemination of findings from all research projects, both at national as well as international forums.

Monitoring and evaluation is an integral part of GSM. Through M&E, the programme results at all levels (input, output, outcome and impact) are measured to provide the basis for accountability and informed decision-making at both programme and policy levels. The GSM M&E mechanism contains donor agreed indicators and the targets to be achieved to demonstrate performance. In addition, indicators for efficiency and performance are also reviewed. Data is collected, processed and transformed into strategic information, for informed decision-making at all levels.

Human Resource

Being a successful and prominent name in the social marketing, Greenstar considers its employees as valuable assets. We believe our employees to be a stock of knowledge, creativity and innovation, through whom we spread our message successfully throughout the country. Our workforce is culturally diversified comprising people who are highly talented and motivated with strong interpersonal and communication skills. Greenstar provides equal opportunities to each employee on the basis of merit.

HR deals with staff welfare and administration-centered activities, as well as does human resource strategy planning hence adding value to the programmes they support. An efficient and productive workforce, our employees believe in serving the underserved population of the country. They travel long distances into rural areas to improve the health standards of the population.

Greenstar invests in our workforce, whom we consider as our most vital asset. We provide them with on-the-job and off-the-job trainings. We also have International training programmes for a better knowledge of international practices. We provide our employees long-term career growth and continuous opportunities.


The MIS department is an important department of Greenstar. It has a strategic role in achieving organisational goals. Greenstar MIS maintain a substantial quantity of information from data collection, processing, and manipulation to strategic reporting. MIS runs its own data center located in the main regional office in Karachi. All the data is collected and entered centrally.


The basic function of the marketing department is to plan, execute and monitor demand generation activities for Greenstar's product portfolio. This is achieved through a team that is divided into sub-departments:Pharma that looks after pills, injectables, IUCD's and implants, and FMCG that is responsible for barrier methods that consist solely of condoms. These sub-departments are provided support by graphic design and communication resources.


The sales team is divided into nine regions and Is responsible for product sales across various channels including pharmacies, commercial outlets and healthcare providers. Here too, the team is divided Into sub-groups at the field level that consists of Area Sales & Distribution Officers (ASDO's) and Distributor Sales Representatives (DSR's) for condom sales. For sales to healthcare providers, a team of Medical Information Officers (MIO's) operates nationwide. Both these teams report to their respective regional heads who in turn report to the Head of Sales.

Supply Chain

The Supply Chain Department oversees the movement and storage of all goods from point of origin to point of consumption.The department designs, plans, executes, controls, and monitors the supply chain activities with the objective of creating net value, building a competitive infrastructure, leveraging nationwide logistics, synchronizing supply with demand and measuring performance.

The Supply Chain Department also oversees all the procurement activities carried out by Greenstar, and manages all the product distribution from the central warehouse to the distributor.


Greenstar's finance department is responsible for all the day-to-day transactional accounting for the business. This includes the tracking of all transactions and the management of any government reporting. The finance department is also responsible for management of the Greenstar's cashflow and ensuring there are enough funds available to meet the day-to-day payments. The Finance department also liaises with other departments to prepare the organization's budgets and forecasts, and to report back on the progress against these throughout the year.