DLR-Philhealth Strategizing and Planning Workshop July 12 & 13 2005 Dennis B. Batangan, M.D., M.Sc

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>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  Research  Stakeholder analysis  Plan  Activities  Evaluation

Advocacy

Strategies  Networking  Collaboration  Lobbying

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

insured Health Fund 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 to be able to visualize a different, desirable, future for themselves. . People need

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