Marketing and Communication Plan

Backgrounder
 80% of chronic diseases are preventable (WHO). Preventive care helps people to stay healthy, access prompt treatment when
necessary, and help reduce over-all medical expenses. It is also generally accepted that preventive care is more cost effective
than curative care.

 Pursuant to the mandate of Universal Health Care (UHC) law and undeterred by the constraints and challenges brought about
by the Covid-19 pandemic, the Philippine Health Insurance Corporation launched its centerpiece benefit program
Konsultasyong Sulit at Tama (Konsulta) Package: Expansion of the Primary Care Benefit to cover all Filipinos.

 Through the Konsulta, PhilHealth guarantees that each and every Filipino will be taken care of by a primary care provider of 
their choice that will deliver basic essential  and priority individual-based services at every life stage aimed at promoting
health, identifying risks, ensuring early diagnosis, treatment and care are within everyone’s reach regardless of their station in
life.

 The message is clear: “A healthy people is the nation’s wealth and a natural shield against any pandemic.“
Marketing and Communication Objectives

General objective: Heightened public awareness and understanding on the Konsulta

program and its role in the early detection and prevention of diseases and in fulfilment of the
UHC Law in general

Specific objectives: (1) Provide essential program information to guide beneficiaries on

their benefits, provider assignment procedures, making visits, service availment, etc. and (2)
Provide support to providers through marketing and communication materials and activities to
help ensure member satisfaction.
Marketing and Communication Strategies
General Strategies
• Focus marketing and communication efforts, during the 1st implementation phase, 
within the identified sites to help obtain accredited health care providers for the Konsulta
package within 1st semester 2021
• Focus marketing and communication efforts to provide the necessary support to
operations who will do direct  marketing and communications down the line
Specific Strategies
• Establish Brand Identity
• Boost preparation for information dissemination – development of tools and materials
for providers, members and partners
• Intensify promotion of Konsulta package to Members, LCEs, Providers, and Other
Partners
Branding Framework

PhilHealth cares for your health as parents care for their child
(“kalinga ng magulang”). Beyond readiness to spend to
ensure healing for a sick child, PhilHealth is more committed
to spend to achieve good health and prevent occurrence of
sickness whatever the situation is.

Providers shall be encouraged to invest to make their

facilities equipped to partner with PhilHealth in caring for the
health of Filipinos. 
Branding Framework
Full Master Logo
The Konsulta logo (see below) features our communicative name, a stethoscope icon, the Konsulta logotype, and
the strapline, Konsultasyong Sulit at Tama, which is what the acronym “Konsulta” stands for. The stethoscope icon
is rendered in a light, cartoony manner to portray the brand as warm, friendly and something that everyone, even
children, can connect with.

Imagery
Having a standard image pack helps maintain its brand identity when used in different platforms. Having a
standard image pack helps maintain its brand identity when
used in different platforms. The photographic image style
to be used to market and communicate the Konsulta
Package and the standard look of character images in all
marketing collaterals shall feature people, primarily
families and health care professionals, who portray
compassion, care, positivity, and good health. Photography
may also be used.
Branding Framework

                                                                   
To build trust and generate interest, a brand champion/
ambassador shall be engaged.

Due to the current pandemic, online and virtual platforms will

be utilized. And for easy identification and maximum visibility
of beneficiaries and the general public, the Konsulta logo will
be used in all electronic and printed marketing collaterals and
information materials pertaining to the benefit.
Who are our audience?
Messages

Members Providers
Staying healthy and disease prevention Staying healthy and disease prevention
are the important lessons we can draw are the important lessons we can draw
from the pandemic from the pandemic
Accessibility and proximity of providers Key and most cost-effective strategy for
to you a healthy population
Free choice of providers Financial gain: Earn a positive margin
for taking care of enrollees
Free and predictability of fees
Call to action: Register now Call to action: Be an accredited
• Register at the assigned primary Konsulta provider
care provider in your province
(pilot site) 
• Register with the accredited
Konsulta provider of your choice
in province
Marketing and Communication Mix
Phase 1: Targeted/Pilot Implementation
(1) Provinces of:
• Bataan
• Biliran
• Eastern Samar
• Leyte
• Northern Samar
• Samar
• Sorsogon
• Southern Leyte, and
• South Cotabato; 
(2) Cities of:
• Ormoc, and
• Tacloban; and 
(3) One (1) province per PRO [to be identified by the respective PRO ]
Phase 1: Targeted/Pilot Implementation
 Marketing and Communication Mix

Phase 2: Full implementation

All audience segments including:

• PhilHealth’s internal community;
• Heads of public and private hospitals;
• RHUs, private clinics;
• Direct contributors;
• Indirect contributors; and
• Other supporting partners
Preparatory Activities

ACTIVITY RESPONSIBLE TIMELINES

Development of marketing collaterals
• Information Materials (i.e. flyer, brochure, AVP. Konsulta Kit) CorMar, CADT 1st Sem 2021
• Event Materials/Requirements
Development of Presentation Materials  CorMar, SHIA, CADT Jan to Feb 2021
Development of media materials/other information materials (Print; Radio; Social Media;
CorComm, CADT 1st Sem 2021
Corporate website; and Tamang Sagot (TS)/FAQs)
Development of Konsulta marketing and branding policies CorMar, CADT, HFPS (PCB Team,
1st Sem 2021
Accreditation Team)
Forging of partnerships to obtain advocates and partners in information dissemination; to
ILED, SHIA 1st Sem 2021
obtain technical assistance in program implementation
Preparation of standard spiels and responses to Konsulta inquiries Corporate Action Center Jan to Feb 2021
Preparation of procurement documents for Hiring of Brand Endorser CorMar Jan to Jun 2021
Development of Konsulta Jingle (in collaboration with Mr. Richard Bugho of PRO VIII) CorMar  Jan to Feb 2021
Preparation for training of Konsulta advocates/information multipliers (i.e. internal
SHIA, PROs Jan to Mar 2021
employees; BHWs, Municipal Links, LGU personnel)
Initial Konsulta marketing PROs Jan to Mar 2021
Preparation of Monitoring and Evaluation of Konsulta SMC Plan CAG 1st Sem 2021
PHASE 1: Pilot Implementation in identified sites
INTENDED AUDIENCE ACTIVITY TIMELINE

Members (Direct and Indirect) • Traditional Media and printed • Face-to-face Marketing/fora, Jan to Mar 2021
materials summit  (if feasible)
• SMS messaging platforms • Alaga Ka Roadshows
• Social Media, Corporate website • Virtual PhilHealth Forward
• DSWD’s Family Development
Sessions
Providers • Virtual PhilHealth Forward • Email Blast Jan to Mar 2021
• Provider’s Forum • Telephone Marketing
• Face-to-face Marketing (if feasible) • Messenger Groups
• SMS Marketing • Virtual Meetings/Orientations

LCEs • LCE Fora • SMS Marketing Jan to Mar 2021

• Face-to-face marketing (if feasible) • Virtual Meetings/Orientations
• Email blast • Conduct of Digital PhilHealth
Forward
Other Partners/ • Virtual meetings/orientations • SMS Marketing
Supporting Audiences • Messenger Groups • Fora
• Email Blast
PHASE 2: Roll-out to all provinces

Intended Audience Activity Timeline

LCEs and Heads of LCE Forum/Convention per Area Within April 2021
RHUs, Private (for updates on the Konsulta
Providers program)
Fora with Private Providers Within Apr 2021
Appreciation Event for Providers/ Within May 2021
PhilHealth Forward to be initially
done by the Head office
Direct email marketing to be done Jan to Jun 2021
by PROs to targeted providers (for
updates)
Messaging Apps (i.e. Viber groups) Within  Jan to Jun 2021
to be managed by PROs for
providers or their representatives
(for updates)
Sports marketing activities (if Within Apr - Jun 2021
already allowed) to be done by
PROs
 Intended Audience Activity Timeline

Members: Direct Social Media, Corporate Website Jul to Dec 2021; 

contributors 2022 onwards
(Employees)
Virtual/face-to-face fora with PEERS and Jul to Dec 2021; 
PAIMS (can be done per Area or PRO) 2022 onwards

Traditional Media Jul to Dec 2021; 

2022 onwards

Use of messaging apps for targeted groups Jul to Dec 2021; 

2022 onwards

Employers’ Summit (can be done per Jul to Dec 2021; 

PRO/Area) 2022 onwards

Convention with Workers’ Organizations/ Jul to Dec 2021; 

Employer Groups or ECOP 2022 onwards

SMS messaging platforms Jul to Dec 2021; 

2022 onwards

Sports marketing activities (to be done by Jul to Dec 2021; 

PROs) 2022 onwards

Digital PhilHealth Forward Jul 2021onwards 

(once every
semester)
 Intended Audience Activity Timeline

Members: Direct contributors Social Media, Corporate Website Jul to Dec 2021; 2022 onwards
(Overseas Filipino Workers)
Virtual/face-to-face fora with OFW Jul to Dec 2021; 2022 onwards
organizations

Traditional Media (for OFW families) Jul to Dec 2021; 2022 onwards

Pre-Departure Orientation Seminars (PDOS) Jul to Dec 2021; 2022 onwards

SMS messaging platforms Jul to Dec 2021; 2022 onwards

OFW events in and out of the country Jul to Dec 2021; 2022 onwards

Digital PhilHealth Forward Jul 2021onwards (once every sem)

Members: Direct contributors Social Media, Corporate Website Jul to Dec 2021; 2022 onwards
(Professional practitioners)
Virtual/face-to-face fora with specific Jul to Dec 2021; 2022 onwards
organizations

Traditional Media Jul to Dec 2021; 2022 onwards

Use of messaging apps for targeted groups Jul to Dec 2021; 2022 onwards

SMS messaging platforms Jul to Dec 2021; 2022 onwards

Digital PhilHealth Forward Jul 2021onwards (once every sem)

 Intended Audience Activity Timeline

Members: Direct Social Media, Corporate Website Jul to Dec 2021; 

contributors (Self- 2022 onwards
Earning Individuals) 
Virtual/face-to-face fora with specific Jul to Dec 2021; 
organizations 2022 onwards

Traditional Media Jul to Dec 2021; 

2022 onwards

Out-of-home advertising Jul to Dec 2021; 

2022 onwards

SMS messaging platforms Jul to Dec 2021; 

2022 onwards

PhilHealth Marketing Summit (in public Jul to Dec 2021; 

places such as malls) 2022 onwards

Digital PhilHealth Forward Jul 2021onwards 

(once every semester)
 Intended Audience Activity Timeline

Members: Indirect Traditional Media (especially through radio) and Jul to Dec 2021; 2022 onwards
contributors (Indigents) printed materials 

SMS messaging platforms Jul to Dec 2021; 2022 onwards

Alaga Ka Roadshows Jul to Dec 2021; 2022 onwards

Social Media, Corporate website Jul to Dec 2021; 2022 onwards

DSWD’s Family Development Sessions Jul to Dec 2021; 2022 onwards

Face-to-face fora/meeting with Barangay Health Jul to Dec 2021; 2022 onwards

Workers (BHWs)

Sports marketing activities (c/o PROs) Jul to Dec 2021; 2022 onwards

Members: Indirect Traditional Media Jul to Dec 2021; 2022 onwards
contributors (Senior
SMS messaging platforms Jul to Dec 2021; 2022 onwards
Citizens)
Virtual/face-to-face fora with Senior Citizen Jul to Dec 2021; 2022 onwards
organizations

Social Media, Corporate website Jul to Dec 2021; 2022 onwards

Senior Citizen events (i.e. Elderly Week Celebration) Jul to Dec 2021; 2022 onwards

Digital PhilHealth Forward Jul 2021onwards (once every sem)

 Intended Audience Activity Timeline

Members: Indirect Traditional Media Jul to Dec 2021; 

contributors (Persons 2022 onwards
with Disabilities)
SMS messaging platforms Jul to Dec 2021; 
2022 onwards

Virtual/face-to-face fora with PWD Jul to Dec 2021; 

organizations 2022 onwards

Social Media, Corporate website Jul to Dec 2021; 

2022 onwards

Participation in PWD events Jul to Dec 2021; 

2022 onwards

Digital PhilHealth Forward Jul 2021onwards 

(once every semester)
Updates on PhilHealth Konsulta
Branding and Marketing Collaterals
developed by CorMar and CADT
PhilHealth Konsulta Logo

Konsulta Logo
TRADEMARK REGISTRATION
Registered starting March 26, 2021
until March 26, 2031
PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

Flyer for Benefit

Providers Tarpaulin
*initiated by PRO 4A
PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

Konsulta Kit
Folder
Spread format
PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

Tarpaulin Banners
PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

Powerpoint Presentation for Members

PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

Powerpoint Presentation for Providers

PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

AVP on Accreditation of Konsulta Providers

PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

Konsulta Provider
Accreditation Forms
(customized/laid out w/ PhilHealth and Konsulta
Logo)
PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

FAQs for Providers

PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

Konsulta Jingle
composed and performed by Mr. Richard Bugho, LHIO-Tacloban Head
PhilHealth Konsulta Information Materials
developed and rolled out to PROs within 1st Sem 2021

A Konsulta Signage design

for accredited facilities was
developed but was not
approved for use by the
Accreditation
Department/HFPS. The
existing PhilHealth logo
signage is still recommended
for use to avoid confusion
among members as advised by
said office.
PhilHealth Corporate Orders Issued/Released

CO No. 2021-0021 - Guidelines for Marketing CO No. 2021-0022 - Brand Guidelines for the
the PhilHealth Konsulta through Accredited PhilHealth Konsulta Package
Providers
Upcoming Konsulta materials for Members:

1. Flyers for Members

• Registration to a Facility
• Benefit Availment
2. Audio-Visual Presentations (AVPs)
• Registration to a Facility
• Benefit Availment
3. Tarps / Posters
4. Social Media Art Cards
5. Konsulta Comics
6. Flipchart (by 2022)
You may download these Konsulta materials thru link below:

https://drive.google.com/drive/folders/1nysBvpGc6csOJcxVqVEL2Ths7402ERFD?usp=sharing

For the AVP for Konsulta Providers:

https://drive.google.com/drive/folders/15twhmDoAxtcfZiLHv5U8mXhV_W6MxcBC?usp=sharing
Monitoring and evaluation

A commissioned survey research is highly desired for the purpose. The following shall also be considered in
measurement of success:    

Targeted advertising – feedback received by Action Center and other channels once the ads are
published/aired
Quad Media Exposures – number of questions raised during media activities, news release utilization, media
relations expense quotient, perception analysis, among others
Ground activation – foot traffic generated, feedback received, requests for repeat-implementation.