Companies have long been active in reproductive, maternal and child health; as Flavia Bustreo, assistant director-general for family, women's and children's health at the World Health Organisation noted, "[working with] the private sector on family planning is one of the early examples where we saw what we could gain."..[Now] it is becoming possible for companies to make an active contribution in areas and among populations that were previously seen as out of reach for the private sector...Novartis' Arogya Parivar pharmaceutical sales business in rural India, for example, already serves 42 million people...Safaricom is leveraging its successful M-Pesa mobile payment service...to work with insurance company Changamka to develop micro-health insurance. The innovation is outstanding…