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This paper focuses on what future M4P-in-health programming can achieve, learning from and building on PSP4H’s work so far. PSP4H is among the first development programmes to use an M4P approach in the health sector. The programme has encouraged private sector partners to better target Kenyan’s ‘mass market’, the low income households. The programme has helped firms to adapt their business models and supported innovations, so that these different market segments can benefit from improved quality and access to health services.