DLR-Philhealth Strategizing and Planning WorkshopJuly 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 issuesTo discuss social marketing of and advocacy for social health insurance programs and benefits

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?

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

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

WHAT IS ADVOCACY?

KEY PRINCIPLES OF EFFECTIVE ADVOCACY

1. Analyze the problem and define your objectives2. Identify and understand those you want to influence3. Get to know the people you want to influence4. Build a strong case5. Identify allies and experts who share your views

Key Principles…6. Identify and understand potential opponents7. Develop a plan over a period of time8. Take advantage pf developments which create windows of opportunity9. Evaluate your activities

SUMMARY FRAMEWORK

Advocacy

Components

Research

Stakeholder analysis

Plan

Activities

Evaluation

Strategies

Networking

Collaboration

Lobbying

Key Principles ..1. Analyze the problem and define your objective

Ex. Problem - Limited SHI CoverageEx. 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 practicesHow will your proposal improve the situation?

Key Principles5. 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 programOther interest groups that might oppose the program

Key principles…7. Develop a plan over a period of time

PlanningImplementationMonitoringEvaluation

Key principles8. Take advantage of developments which create windows of opportunity

Internal AnalysisExternal Analysis

Key principles…9. Evaluate your activities

InputsProcessOutputs

Operation of a Social Health Insurance (Adopted from the DAR-Agraryong Pangkalsusugan Training Manual, 2001)

insurerDonationsGovernmentPhil HealthForeign 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

MarketingProcess of creating a productThen planning and carrying out the pricing, promotion and placement of the productBy stimulating buying exchanges in which buyer and seller profit in some way

Marketing and Social Marketing

Elements of marketing strategiesTarget marketMarketing mix

ProductPricePlacePromotion

Social MarketingApplication of marketing practices to nonprofit/social purposes Used to sell ideas, attitudes and behaviorsSeeks to influence social behaviors no to benefit the marketer, but to benefit the target audience and society as a wholeFocused on the consumer

Marketing MixProductPricePlacePromotionPublicsPartnershipPolicyPurse Strings

Marketing MixProduct

A continuum of productsPeople must perceive the problem and that product being offered is a good solution

PriceWhat consumers must do to obtain the product

Social MarketingApplication of marketing practices to nonprofit/social purposes Used to sell ideas, attitudes and behaviorsSeeks to influence social behaviors no to benefit the marketer, but to benefit the target audience and society as a wholeFocused on the consumer

Marketing MixProductPricePlacePromotionPublicsPartnershipPolicyPurse Strings

Marketing MixProduct

A continuum of productsPeople must perceive the problem and that product being offered is a good solution

PriceWhat consumers must do to obtain the product

Marketing MixPlace

Way the product reaches the consumerEnsure accessibility and quality of service delivery

PromotionAdvertising, public relations, promotions, media advocacy, personal selling, entertainment vehicleCreating and sustaining demand

Marketing MixPublics

External and internal groups involved in the program

PartnershipSocial and health issues are so complex that one agency can’t make a dent by itself

Marketing MixPolicy

Enabling environmentPolicy change is needed together with media advocacy programs can be effective complements

Purse StringsWhere will you get the money to create and sustain your program?

Marketing ProcessPlanning and selecting strategySelecting channels and materialsDeveloping materials and pretestingImplementing the programAssessing effectivenessRefining through feedback

Social marketing is a tool to initiate, sustain social

change!!!

7 steps to social change

1. Knowledge/awarenessAn 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 futureChange involves imagination. People need to be able to visualize a different, desirable, future for themselves.

3. Skills - knowing what to doBeing 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-startConsciousness is the tool human beings use to

overcome habit, but we are unconscious most of the time.

ThreatInspirational

7. Feedback and reinforcementEffective 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. ObjectivesCognitive change – to raise awareness and knowledge about SHIChange in attitude – to generate interest and acceptance of SHIBehavioral change – to participate in a SHI scheme

Social Marketing for SHI programs and benefits

2. Market SegmentationDifferent groups of people have different wants and needsDefining who and where the clients/beneficiaries areDemographic dataDesigning 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 productSolution to a perceived problemSolidarity

Social Marketing for SHI programs and benefits

4. “Price” - the value of your SHI

Exchange of valueUnit costs and value added featuresSpecific and personal benefits Protection from catastrophic events

Social Marketing for SHI programs and benefits

5. “Place” – bringing the SHI to the target groups

Distribution channelsNetwork of people and institutions from which the social product can be availedOther mechanisms to reach target groups

Social Marketing for SHI programs and benefits

6. “Promotion”Communicating the messageStrategies

“Face to face” interactionsWord of mouthUse of IEC materialsUse of media