Download U.S.T. 14th Annual Intensive Postgraduate Course Clinical Skills

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
analysis
Plan
Activities
Evaluation
Advocacy
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
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