1. Public Relations Campaign
PHILIPPINE HEALTH INSURANCE
CORPORATION

2. 2011 Euromonitor Report on the
Consumer Lifestyle Analysis in the
Philippines
• Growing health consciousness among Filipinos
• 40% of the Philippine population has not yet seen a doctor in
their lifetime
• Major causes of death in the Philippines – Diseases in the
Circulatory, Respiratory, and Digestive systems as well as
Diabetes milletus and infectious & parasitic diseases
• Obesity among children is a growing health issue (6.6% of the
Philippine population aged 15 years and above, is obese)

3. Philippine Health Insurance
Corporation (PhilHealth)
a government-owned and government-controlled
corporation mandated by law to provide social
health insurance for the Filipino people.

4. SURVEYandFOCUSGROUPDISCUSSION
HIGHLIGHTS
PRIMARY TARGET MARKET
• 96% - Brand awareness
• 43 % - Have health insurance plans (63% are Philhealth
members)
• Main motivation: feeling of security in times of need
• Health insurance – for compensation and/or alleviation of
expenses
• Health – 3rd most important priority
SECONDARY TARGET MARKET
•4 out of 14 – aware that they are dependents of their parents
•6 out of 14 agreed that having health insurance guarantees healthcare benefits
•100% - willing to register for Philhealth membership
•Main motivation: feeling of security in times of need
•All participants are willing to persuade their parents to get health insurance plan
•Facebook, Twitter, Youtube, Tumblr and Wordpress – most frequently used websites
•Like/Share contests lower the value of the product.
`

5. KEY MESSAGES FROM THE SURVEY AND FGD
PRIMARY TARGET MARKET
• Arranging requirements and
applying for health insurance is a
complicated process so they
tend to undermine the importance
of membership and its benefits.
SECONDARY TARGET MARKET
• They believe that matters about
health insurance are still the under
the responsibility of their parents
therefore the arrangements should
be prepared by their parents and not
them.
• They would be more motivated if
they can relate to the persona in
advertisements.

6. COMMUNICATIONOBJECTIVES:
• To stimulate the interest of the target markets about PhilHealth
membership
• To encourage current members to pay regularly and maximize
their benefits
• To create an identity for PhilHealth as the most credible health
insurance that will give people a sense of security;
• To increase the awareness of Filipinos about the nature, services,
and processes of PhilHealth
• To entice non-members to register and eventually increase
number of members

7. TARGET AUDIENCE
PRIMARY TARGET MARKET
 21 years of age and above, members and non-members of
PhilHealth, across all socio-economic classes.
SECONDARY TARGET MARKET
 18 to 20 years of age, soon-to-be members of health
insurance companies, across all socio-economic classes.

8. BIGIDEA:SIMPLELANG
“Simplicity leads to faster understanding.”
• This will build interest, trust, and eventual
loyalty to the company.
• It will also show how PhilHealth’s application
processes in general (membership and
utilization of medical services/benefits) are
easy to understand, accomplish, and
maximize.

9. TAGLINE
“Puhunan mo sa kalusugan, aming
pananagutan.”
• expresses Philhealth’s definitive role in accounting for and
taking care of its members’ health investments.

10. LOLOPHIL
• The company’s brand champion
• Ideal family man (responsible, approachable and very
knowledgeable about important matters such as health
insurance and family needs)
• Very sociable and quick to answer queries especially
those related to health insurance
• Personality and way of responding will appeal to all ages

11. SimpleLang!logo

12. LoloPhil’sViralVideos
• Project Rubik’s Cube
• Project Crossword
• Project Easy Steps

13. LoloPhil’sFacebookFanPage

14. TwitterofLoloPhil

15. Pop-outWindow

16. TheNewPhilHealthWebsite

17. PhilHelpBrochure
English VersionTagalog Version

18. OutofHome

19. Strategy

20. FIRSTPHASE:“THINKHEALTHY”
• Press Conference
• Press Releases
• Lolo Phil’s Facebook Fan page
• Viral Videos – Youtube
Rubik’s Cube
Crossword
• Pop-out advertisements
• Twitter account of Lolo Phil

21. SECOND PHASE: “BE HEALTHY”
• New PhilHealth website will be released
• Out-of-Home advertisement
• Final phase of viral video in Youtube:
Easy steps
• Continuous presence in social networking sites

22. THIRDPHASE:“FEELHEALTHY”
• Mall activations
• School Tours
• Continuous presence in social networking sites

23. MEASUREMENT
Continuous PR monitoring during the campaign
including the next three months after the campaign.
Monitoring of:
• Social networking sites (likes, shares, retweets,
favorites)
• Daily site hits
• Philhealth Membership
Participant counts will be rigorously observed during
events

24. Simple Lang!