PHILHEALTH:ANG RESBAK NG BUHAY

MO!

HEALTHCARE IN THE

PHILIPPINES

Aquino Health Agenda Universal Health Care for all Filipinos:

Kalusugang Pangkalahatan (KP)

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PHILHEALTH TODAY

Quality healthcare for

Priority to the poor

Sponsored ProgramNon-membership & underutilization

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1. Lack of information on membership &

benefits

RATIONALE

2. Lack of awareness of

nearby accredited health facilities

3. Lack of funds for excess

medical billing*

4. Immediate needs prioritized over

future investment

5. Public is unaware of improved

PhilHealth facilities

6. Former PR strategy focused on

traditional media only

PHILHEALTH:

ANG RESBAK NG

BUHAY MO! CAMPAIGNNot a privilege, but an

entitlement for every Filipino

Rebuild the image of PhilHealth for

effective communications with its constituents

PhilHealth in social media“A dependable friend”

A strong back-up to defend & protect

someone in times of need

RESBAK

CAMPAIGN OBJECTIVES

1. Capture the attention & build resounding trust

2. Aggressively increase exposure

3. Generate increased membership

4. Attain higher utilization rates

5. Increased number of sponsorships

6. Strengthen capacities of PhilHealth

7. Appeal to the government

Effectively deliver the message to the

target audience that...

A new and improved PhilHealth is ready

to deliver quality healthcare services to its

members

Quality healthcare is an entitlement to

being a Filipino

THE FILIPINO MASSES

THE GOVERNMENT

PRIVATE PARTNERS

MEDIA PARTNERS

ONLINE YOUTH

Power of social media Active advocates for

public healthcare

STRATEGY

Personify

PhilHealth

Engaging

Relevant

Accessible

Relatable

Phase 1:

Ang Barkada

ni Mang Phil

Phase 2:

Sino si Mang

Phil?

Phase 3:

Makibarkada kay

Mang Phil

Phase 4:

Resbak niyo si

Mang Phil!

PHASE 1

ANG BARKADA NI MANG PHIL

Identify, Gather & Evaluate Data

Meet with PhilHealth

Officials, Sponsors & Members

Strategize

Strengthen Support from Government

AgenciesFocus Group Discussions

Gather Champions & Sponsors

Create Awareness of PhilHealth’s New

Image

PHASE 2

SINO SI MANG PHIL?

Improve Transparency, Visibility &

Education

SINO SI MANG PHIL?

Ako si Mang Phil!

I-TAG SI MANG PHIL

@ TWITTER & FACEBOOK

MGA KWENTO NI MANG

PHIL

MANG PHIL MEMESTEXT BLASTS

KAUSAPIN SI MANG PHIL TARPAULINSFANS NI MANG PHILBOSES NI MANG PHILKAPITBAHAY NI

MANG PHIL WORKSHOPS

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PHASE 3

MAKIBARKADA KAY

MANG PHIL

Generate Membership & Participation

Demonstrate effectiveness, reliability & benefits of

PhilHealth membership

Involvement

MANG PHIL TO

THE RESCUE!

MEDICAL

MISSIONS

Free medical missions to showcase

the benefits of being a member

Cultivate the habit of having

regular medical assistance

PHASE 3

MAKIBARKADA KAY

MANG PHIL

Comic strip contest

Theme:

Benefits & Services

of PhilHealth

FEEL NA FEEL

ANG HEALTH SA

PHILHEALTH FAIRNSO

REGISTRATION

PHASE 3

MAKIBARKADA KAY

MANG PHIL

Celebration of

health and wellness

Culminating affair

Jumpstart their

PhilHealth membership

PHASE 4

RESBAK NIYO SI MANG PHIL!Evaluation & Sustainability

Maintain the new image of PhilHealth

Nurture a trusting community among members &

PhilHealth officials

Internal Feedback & Assessment

Involvement of more private investors

Mang Phil Calendar

MEETING

WITH

P.NOY

TIMETABLE

December 2012 to May 2013

MEASUREMENT OF IMPACT

Social Media AwarenessIncrease in sponsorships and government

subsidy

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Higher utilization rates and membership

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PHILHEALTHANG RESBAK NG BUHAY

MO!