dlr-philhealth strategizing and planning workshop july 12 & 13 2005 dennis b. batangan, m.d.,...
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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
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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
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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?
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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?
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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
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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
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SUMMARY FRAMEWORK
Advocacy
Components
Research
Stakeholder analysis
Plan
Activities
Evaluation
Strategies
Networking
Collaboration
Lobbying
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Key Principles ..1. Analyze the problem and define your objective
Ex. Problem - Limited SHI CoverageEx. Objective – Expand SHI Coverage of the ARBs
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Key Principles…2. Identify and understand those you want to influence
Ex. ARB as a sectoral group, organizational dynamics, knowledge attitude and practices
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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?
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Key Principles …4. Build a strong case
Work on existing experiences and practicesHow will your proposal improve the situation?
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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?
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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
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Key principles…7. Develop a plan over a period of time
PlanningImplementationMonitoringEvaluation
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Key principles8. Take advantage of developments which create windows of opportunity
Internal AnalysisExternal Analysis
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Key principles…9. Evaluate your activities
InputsProcessOutputs
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Operation of a Social Health Insurance (Adopted from the DAR-Agraryong Pangkalsusugan Training Manual, 2001)
insurerDonationsGovernmentPhil HealthForeign assistance
Health Fund
insured Health Care Provider
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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
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Marketing and Social Marketing
In social marketing, the terms are adapted to serve the ends of social development
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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
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Marketing and Social Marketing
Elements of marketing strategiesTarget marketMarketing mix
ProductPricePlacePromotion
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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
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Marketing MixProductPricePlacePromotionPublicsPartnershipPolicyPurse Strings
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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
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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
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Marketing MixProductPricePlacePromotionPublicsPartnershipPolicyPurse Strings
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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
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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
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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
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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?
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Marketing ProcessPlanning and selecting strategySelecting channels and materialsDeveloping materials and pretestingImplementing the programAssessing effectivenessRefining through feedback
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Social marketing is a tool to initiate, sustain social
change!!!
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7 steps to social change
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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.
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2. Desire - imagining yourself in a different futureChange involves imagination. People need to be able to visualize a different, desirable, future for themselves.
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3. Skills - knowing what to doBeing able to easily visualize the steps required to reach the goal.
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4. Optimism (or confidence)The belief that success is probable or
inevitable. Strong political or community leadership is probably an important
ingredient of optimism.
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5. Facilitation - having outside support
If personal behavior change is blocked by real-world obstacles then all the communications on earth will be
ineffective.
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6. Stimulation - having a kick-startConsciousness is the tool human beings use to
overcome habit, but we are unconscious most of the time.
ThreatInspirational
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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.
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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
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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
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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
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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
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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
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Social Marketing for SHI programs and benefits
6. “Promotion”Communicating the messageStrategies
“Face to face” interactionsWord of mouthUse of IEC materialsUse of media