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National PhilHealth
Registration Day
Communication Plan
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Rationale
UNIVERSAL HEALTH CARE is the centerpiece of
P-Noy Administrations health agenda
P-Noy declared in his inaugural address declaredSERBISYONG PANGKALUSUGAN,
TULAD NG PHILHEALTH, PARA SA LAHAT,
SA LOOB NG TATLONG TAON
P-Noy ensured in his first State of the Nation Address
that PLANS FOR IMPROVING PHILHEALTH
CAN NOW BE WITHIN REACH.
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Rationale
P-Noy emphasized to REACH FAMILIES THAT MOST
URGENTLY NEED ASSISTANCE and raise an estimated
PhP 9 BILLION ANNUALLY to provide health care coveragefor 5 million poor Filipinos.
Figures from the DSWD National Household Targeting System
boil down to 4.1 MILLION FILIPINOS as true indigents
who desperately need access to quality healthcare.
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Rationale
And to complete the picture
of universal health care within three years,
the self-employed or the so-called
INFORMAL SECTOR also need to be enrolledin PhilHealth AS INDIVIDUALLY PAYING MEMBERS.
The Department of Health is looking for the
FULL IMPLEMENTATION OF THE EXCISE TAX LAW
on tobacco and alcohol, subject to adjustmentevery two years from 2005 to 2011 which can be used
to subsidize premiums of the true indigents
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Communication Problem
P-Noy Administration outlined clear solutions
to universal health care but is still uncertain
on where and how to get the needed money
to subsidize the premium of the true indigents.
The informal sector may not be obliged to pay regularly
their contributions because health insurance
is the least (or not in the list) of their priorities.
Communicating the importance of PhilHealth
and getting people to get listed or enrolled
and consistently pay their contributions
need a long-term plan.
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Objectives
Make PhilHealth a common household byword
and its membership a family necessity, just like
owning and maintaining a cellphone
Announce the National PhilHealth Registration Dayon October 2 in designated areas nationwide
Motivate non-members who have the capacity
to pay the regular contributions to enroll
by explaining the benefits in a simple,light, and even humorous way
Enjoin partners in mobilizing resources
and ensuring universal health care coverage.
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Target Audiences
PhilHealth Non-Members
Government Stakeholders(PhilHealth, DOH, DILG, DSWD, DepEd, DOF, BIR, LGUs, Congress)
Non-Government Stakeholders(Business Sector, Congress Lobbyists, Tobacco Control Advocates)
Media Organizations
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Messages & Strategies
POLITICAL
1. The P-Noy Administration is committed to make
health services accessible to all Filipinos, especiallythe poorest of the poor, in three years.
2. Public-private partnership is necessary to bring health
services closer to the people.
3. Enhance existing tax policies to ensure considerable
portions of the tax go to PhilHealth coverage.
(Media Relations and Lobbying Activities)
Prior to October 2
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Messages & StrategiesTACTICAL
1. October 2, 2010 is designated as the first National
PhilHealth Registration Day at designated areas
nationwide.
2. PhilHealth non-members in the informal sector are enjoined
to enroll in PhilHealth and are required contribution of at
least Php 300 for a quarter or Php 1,200 for a years
payment at any accredited collecting partners nearest
them.
3. All qualified true indigent Filipinos nationwide will be
registered and their annual premiums will shouldered
by national or local government and other sponsors to pay
in behalf of the LGUs.
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Messages & Strategies
TACTICAL
4. Registration is also open to existing contributors who
who have no cards can update and check their recordin PhilHealth.
(Press Releases/Conferences/Coverages
Radio Plugs, Print Ads and Collateral Materials)
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Communication Handle
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Instructional
Material
PROPOSED
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Collateral MaterialsPROPOSED
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Collateral MaterialsPROPOSED
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Collateral MaterialsPROPOSED
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Collateral MaterialsPROPOSED
Agency Logo
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Messages & Strategies
THEMATIC
1. PhilHealth is a basic necessity of every family.
2. PhilHealth is a good investment. Your low and consistent
contributions will ensure access to health services for you
and your dependents.
3. PhilHealth is good health when you need it the most.
(TV Advertisement, Radio Plugs, Komiks, Leaflets)
After October 2
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Messages & Strategies
THEMATIC
1. PhilHealth is a basic necessity of every family.
2. PhilHealth is a good investment. Your low and consistent
contributions will ensure access to health services for you
and your dependents.
3. PhilHealth is good health when you need it the most.
(TV Advertisement, Radio Plugs, Komiks, Leaflets)
After October 2
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What NCHP & PhilHealth Can Commit
Production of 30-second Radio Ad
Airing ofRadio Ad
NCHP Existing Contract 30-Second in:
DZMM(6 +1 spots between 5:30 - 7:30 am and 10:30 am 4:00 pm)
DZBB (6+ 1 spots between 5:30 7:00 am)
DZRH (6 +1 spots between 5:00 - 9:00 am)
DYHP - Cebu (6+ 1 spots between 6:00 7:00 am)DZRZ - Zamboanga (6 +1 spots between 6:00 - 7:00 am)
BOMBO RADYODXMF - Davao (6+ 1 spots between 6:00 9:00 am)
DXIF - CDO (6+ 1 spots between 6:00 9:00 am)
DYFM - Iloilo (6+ 1 spots between 6:00 9:00 am)
DYWB - Bacolod (6+ 1 spots between 6:00 9:00 am)+ Bonus Stations (Tacloban, Cebu, Roxas, Kalibo, Butuan, GenSan,
Marbel, Manila, Dagupan, Lucena, Davao)
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What NCHP & PhilHealth Can Commit
PhilHealth Existing Contract 30-Second in:
DZRH (6+ 1 spots between 5:30 7:00 am)
DWIZ (2 spots Fri, merchandizing plugs, 20 days/month) spots Mon-Fri, 5 spots Sat, 1 spot Sun)
DZMM(1.97M worth of airtime from Sept 20-Oct 1)
DZBB (1.57M worth of airtme from Sept 20-Octo 1)
3M worth of palcements for unlocking in:DWWW, DZRM, DZRV, DZBB, DZRJ-FM, DWIZ
MRT Radio
Placements of Print Ads & Advertorials
PhilHealthBroadsheets (Manila Bulletin, Philippine Star)
Tabloids (Peoples Journal, Tempo)
NCHP
Broadsheets (Philippine Daily Inquirer, Manila Standard)
Tabloids (Abante, Bulgar)
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What NCHP & PhilHealth Can Commit
Smart Communication Services
Tarpaulin Backdrop, Banners
Posters
Stickers
Footer Ads
Electronic Billboard Ad
Radio/TV Guestings of Spokespersons(Sec. ETO, USec Lozada, ASec Bayugo, Dr. Oliveros, Dr. Rey Aquino, Mr. John
Basa)
Press Conferences / Media Coverages of Event
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What NCHP & PhilHealth Can Commit
After October 2
Production of 1 TV Ad(NOTE: Radio may have the reach, but TV has the impact)
Airing of TV Ad(NOTE: Dependent on COBAC approval of NCHPs current request
for procurement of ad placement)
12-page Komiks
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What We Need
from the Task Force
Tarpaulin Streamers (3x6) 2,000 pcs P 600,000
Posters 50,000 pcs P 600,000
Stickers 50,000 pcs P 400,000
LeafletsFAQs 50,000 pcs P 250,000
Benefits (True Indigents) 50,000 pcs P 250,000
Benefits (Informal Sector) 50,000 pcs P 250,000
Stickers 50,000 pcs P 400,000
T-shirts 1,000 pcs P 150,000
GRAND TOTAL P2,500,000
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NPRD Sites:
Initial List
1. Manila (Baseco Elem. School)
2.Caloocan (North City Hall)
3. Quezon City (Amoranto Sports Complex & Payatas Cov. Court)
4. Pasig (Pasig Sports Complex near City Hall)
5. Taguig (Auditorium near City Hall Brgy. Tuktukan)
6. Valenzuela (Valenzuela Convention Ctr.)
7. Pasay (Cuneta Astrodome) for confirmation
8. Las Pias (Verdan Covered Court)9. Muntinlupa (Muntinlupa Sports Complex) for confirmation
10. Marikina (Marikina Sports Complex)
11. Mandaluyong (Mandaluyong City Hall)
12. Paranaque (Paranaque San Antonio Gym)
13. San Juan (San Juan Central Gym)
14. Pateros(Municipal Hall)
15. Malabon/Navotas(Malabon Amphitheater)16. Makati (Makati City Hall Quadrangle) for confirmation
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PHILHEALTH SABADO
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