A study under the PhilHealth STUDIES program, a joint initiative of the Department of Science and Technology – Philippine Council for Health Research and Development (DOST-PCHRD) and the Philippine Health Insurance Corporation (PhilHealth), reveals that localized, community-level communication is a critical factor in boosting Filipinos’ awareness and utilization of their health benefits.

The study, titled “Enhancing Member Awareness: Reviewing PhilHealth’s Marketing and Communication Strategies,” was conducted by the Center for Business Research and Development of De La Salle University-Manila (DLSU). The research surveyed 1,400 members nationwide to evaluate PhilHealth’s Social Marketing and Communication Plan (SMCP).

While PhilHealth’s overall communication efforts earned a strong 80% net satisfaction rating—driven largely by successful digital and traditional media campaigns targeting younger demographics—significant gaps remain regarding specific Universal Health Care (UHC) benefits.

The research highlighted a stark contrast in member awareness:
• High Awareness: Inpatient benefits (90%) and the No-Balance-Billing policy (91%).
• Low Awareness: Primary care benefits like YAKAP (formerly Konsulta) and specialized Z-Benefits hovered at only 50% to 60%.
• UHC Gap: Nearly 44% to 45% of respondents reported being unfamiliar with the broader provisions of the UHC Act.

A key takeaway from the study is that digital tools are not enough. Face-to-face communication remains the most trusted channel for Filipinos. Barangay orientations and town hall meetings received a 52% net satisfaction score, while frontline offices also rated highly.

“For our work to truly benefit the Filipino people, we must connect with the communities we intend to serve and effectively present the solutions and services we develop,” said DOST Secretary Renato U. Solidum, Jr. “When we empower Filipinos with information, we teach them to make informed choices and bridge them to the health services they need, realizing the true essence of UHC.”

To ensure vulnerable sectors—such as senior citizens and rural, underserved populations—are not left behind, the study outlines several key recommendations:
• Expand Barangay Outreach: Maximize localized, face-to-face campaigns where information is delivered directly by trusted community leaders.
• Localization of Content: Use local languages and culturally relevant messaging to build trust and eliminate confusion.
• Simplify the Content: Streamline complex messaging surrounding claims processes and policy updates.

“Kailangan nating palawakin ang access sa tamang impormasyon, palakasin ang proteksyong pinansyal, at patuloy na pagbutihin ang ating mga serbisyo sa kalusugan (We must improve access to accurate information, strengthen financial protection, and continuously improve health services),” emphasized Mr. Dennis S. Formadero, Acting Senior Manager of PhilHealth’s Corporate Planning Department.
Moving forward, the DLSU research team is actively collaborating with PhilHealth to refine its communication strategies to serve as bridge in achieving true Universal Health Care in the Philippines.

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About the PhilHealth STUDIES Program: The PhilHealth STUDIES (Supporting the Thrust for Universal Health Care through Data, Information, and Knowledge Exchange Systems) Program is a partnership between DOST-PCHRD and PhilHealth. It funds and supports rigorous research aimed at guiding evidence-based policies and improving healthcare delivery across the Philippines.