Jalin was a 5-year, USAID-funded initiative that used a whole-of-market approach to improve: 1) maternal and newborn health quality of care in public, private, primary, and secondary facilities, and 2) the efficiency and effectiveness of the emergency referral system at community and facility levels.

In the second year of implementation, MSA supported the design and implementation of Jalin’s approach to engage the private sector in Indonesia's health system. This involved conducting a comprehensive analysis, co-creating solutions with private sector actors, and assisting the Indonesian association of midwives (IBI) to update its business model for voluntary certification. MSA facilitated strategy sessions with IBI leadership, leading to a shift from a social franchise to a professional certification model and the launch of a web-based app for testing, training, and certification to improve quality assurance.