Strategizing for Joint Social Health Insurance Program Implementation by sammyc2007

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									 DLR-Philhealth Strategizing and
      Planning Workshop
      July 12 & 13 2005



        Dennis B. Batangan, M.D., M.Sc.
>People Managed Health Services and Multi-Purpose
                    Cooperative
          >Institute of Philippine Culture
           Ateneo de Manila University
 Advocacy for and Social
Marketing of Social Health
   Insurance Programs
Session Objectives:
  To describe social marketing of and
  advocacy for programs and other social
  issues
  To discuss social marketing of and
  advocacy for social health insurance
  programs and benefits
           WHAT IS ADVOCACY?

1. Advocacy simply means actively supporting a cause,and
    trying to get others to support it as well.
2. Advocacy is speaking up, drawing attention to an
    important issue and directing decision makers towards
    a solution.
       WHAT IS ADVOCACY?

3. Advocacy is the strategic use of information to change
   policies that affect the lives of disadvantaged people
   (Bond, UK)

4. Advocacy is influencing public policy through various forms
    of persuasive communication (JHU)


     Public policy refers to statements, policies,
  prevailing practices imposed by those in authority
 to guide or control institutional, community or even
                 individual behaviour
    KEY PRINCIPLES OF
   EFFECTIVE ADVOCACY
1. Analyze the problem and define your
objectives
2. Identify and understand those you
want to influence
3. Get to know the people you want to
influence
4. Build a strong case
5. Identify allies and experts who share
your views
       Key Principles…
6. Identify and understand potential
opponents
7. Develop a plan over a period of
time
8. Take advantage pf developments
which create windows of opportunity
9. Evaluate your activities
SUMMARY FRAMEWORK

Components                Strategies
Research                 Networking
Stakeholder   Advocacy
analysis
                          Collaboration
Plan
Activities
                          Lobbying
Evaluation
      Key Principles ..
1. Analyze the problem and define
your objective
 Ex. Problem - Limited SHI Coverage
 Ex. Objective – Expand SHI Coverage of
 the ARBs
        Key Principles…
2. Identify and understand those
you want to influence
  Ex. ARB as a sectoral group,
  organizational dynamics, knowledge
  attitude and practices
      Key Principles….
3. Get to know the people you
want to influence
 Do they know who you are and what your
 purpose is?
 What are their concerns?
 What can you do for them?
       Key Principles …
4. Build a strong case
  Work on existing experiences and
  practices
  How will your proposal improve the
  situation?
         Key Principles
5. Identify allies and experts who
share your views
  Who do the people rely on for
  information or services?
  What are the related issues and
  concerns these „key‟ individuals or
  institutions work on?
       Key Principles…
6. Identify and understand potential
opponents
  Knowing the arguments of those who
  object to the program
  Other interest groups that might
  oppose the program
      Key principles…
7. Develop a plan over a period of
time
 Planning
 Implementation
 Monitoring
 Evaluation
        Key principles
8. Take advantage of developments
which create windows of opportunity
 Internal Analysis
 External Analysis
       Key principles…
9. Evaluate your activities
  Inputs
  Process
  Outputs
Operation of a Social Health Insurance (Adopted                       from the DAR-
Agraryong Pangkalsusugan Training Manual, 2001)




                                   insurer
                                                           Donations
                                                           Government
                                                           Phil Health
                                                           Foreign assistance




                                   Health Fund




                        insured                   Health Care Provider
Marketing and Social Marketing
 Marketing is a term used in
 commercial transactions. It talks
 about selling and buying of
 products, exchange of values,
 promotion, price, place, customers
Marketing and Social Marketing
 In social marketing, the terms are
 adapted to serve the ends of social
 development
Marketing and Social Marketing
 Marketing
   Process of creating a product
   Then planning and carrying out the
   pricing, promotion and placement of
   the product
   By stimulating buying exchanges in
   which buyer and seller profit in some
   way
Marketing and Social Marketing
 Elements of marketing strategies
   Target market
   Marketing mix
     Product
     Price
     Place
     Promotion
         Social Marketing
Application of marketing practices to
nonprofit/social purposes
Used to sell ideas, attitudes and behaviors
Seeks to influence social behaviors no to
benefit the marketer, but to benefit the target
audience and society as a whole
Focused on the consumer
          Marketing Mix
Product
Price
Place
Promotion
Publics
Partnership
Policy
Purse Strings
          Marketing Mix
Product
  A continuum of products
  People must perceive the problem and that
  product being offered is a good solution
Price
  What consumers must do to obtain the
  product
         Social Marketing
Application of marketing practices to
nonprofit/social purposes
Used to sell ideas, attitudes and behaviors
Seeks to influence social behaviors no to
benefit the marketer, but to benefit the target
audience and society as a whole
Focused on the consumer
          Marketing Mix
Product
Price
Place
Promotion
Publics
Partnership
Policy
Purse Strings
          Marketing Mix
Product
  A continuum of products
  People must perceive the problem and that
  product being offered is a good solution
Price
  What consumers must do to obtain the
  product
            Marketing Mix
Place
  Way the product reaches the consumer
  Ensure accessibility and quality of service delivery
Promotion
  Advertising, public relations, promotions, media
  advocacy, personal selling, entertainment vehicle
  Creating and sustaining demand
          Marketing Mix
Publics
  External and internal groups involved in
  the program
Partnership
  Social and health issues are so complex
  that one agency can‟t make a dent by itself
           Marketing Mix
Policy
  Enabling environment
  Policy change is needed together with media
  advocacy programs can be effective complements
Purse Strings
  Where will you get the money to create and
  sustain your program?
      Marketing Process
Planning and selecting strategy
Selecting channels and materials
Developing materials and pretesting
Implementing the program
Assessing effectiveness
Refining through feedback
Social marketing is a tool to
   initiate, sustain social
          change!!!
7 steps to social change
1. Knowledge/awareness
An obvious first step is that people
must:
   know there is a problem;
   know there is a practical, viable
   solution or alternative.
An awareness campaign aims to
harness people's judgement.
2. Desire - imagining yourself in a different
future
Change involves imagination. People need
to be able to visualize a different, desirable,
future for themselves.
3. Skills - knowing what to do
Being able to easily visualize the steps
required to reach the goal.
     4. Optimism (or confidence)
The belief that success is probable or
    inevitable. Strong political or
community leadership is probably an
  important ingredient of optimism.
5. Facilitation - having outside support

If personal behavior change is blocked
  by real-world obstacles then all the
    communications on earth will be
              ineffective.
     6. Stimulation - having a kick-start
Consciousness is the tool human beings use to
overcome habit, but we are unconscious most
                 of the time.
                    Threat
                Inspirational
      7. Feedback and reinforcement
   Effective social marketing is about
continuous recruitment and reinforcement
         of messages - with regular
  communications which report back to
people on the success of their efforts and
  the next steps which are expected of
                  them.
  Social Marketing for SHI
   programs and benefits
1. Objectives
  Cognitive change – to raise awareness
  and knowledge about SHI
  Change in attitude – to generate
  interest and acceptance of SHI
  Behavioral change – to participate in a
  SHI scheme
  Social Marketing for SHI
   programs and benefits
2. Market Segmentation
 Different groups of people have
 different wants and needs
 Defining who and where the
 clients/beneficiaries are
 Demographic data
 Designing messages specific to target
 audiences
  Social Marketing for SHI
   programs and benefits
3. The “product” in social marketing
  Social protection – value of SHI
  Security of health benefits as a product
  Solution to a perceived problem
  Solidarity
  Social Marketing for SHI
   programs and benefits
4. “Price” - the value of your SHI
  Exchange of value
  Unit costs and value added features
  Specific and personal benefits
  Protection from catastrophic events
  Social Marketing for SHI
   programs and benefits
5. “Place” – bringing the SHI to the
target groups
  Distribution channels
  Network of people and institutions from
  which the social product can be availed
  Other mechanisms to reach target
  groups
  Social Marketing for SHI
   programs and benefits
6. “Promotion”
  Communicating the message
  Strategies
    “Face to face” interactions
    Word of mouth
    Use of IEC materials
    Use of media

								
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