Dennis B. Batangan, M.D., M.Sc
.
>People Managed Health Services and Multi-Purpose
Cooperative
>Institute of Philippine Culture
Ateneo de Manila University

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

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.

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
Public policy refers to statements, policies, prevailing practices imposed by those in authority to guide or control institutional, community or even individual behaviour

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

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

Components
 Research

Stakeholder analysis

Plan

Activities

Evaluation
Advocacy
Strategies
 Networking

Collaboration

Lobbying

1. Analyze the problem and define your objective
Ex. Problem - Limited SHI Coverage
Ex. Objective – Expand SHI Coverage of the ARBs

2. Identify and understand those you want to influence
Ex. ARB as a sectoral group, organizational dynamics, knowledge attitude and practices

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?

4. Build a strong case
Work on existing experiences and practices
How will your proposal improve the situation?

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?

6. Identify and understand potential opponents
Knowing the arguments of those who object to the program
Other interest groups that might oppose the program

7. Develop a plan over a period of time
Planning
Implementation
Monitoring
Evaluation

8. Take advantage of developments which create windows of opportunity
Internal Analysis
External Analysis

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

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

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?

Planning and selecting strategy
Selecting channels and materials
Developing materials and pretesting
Implementing the program
Assessing effectiveness
Refining through feedback

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

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