SHOPS Project Technical Assistance to Innovative Health
Financing Schemes
Scope of Work for Communications Consultant
Background
SHOPS builds upon decades of USAID support and leadership in
private health sector programming, with an emphasis on exploring and advancing
private sector innovations.
The core goals of SHOPS Project Kenya are:
(1) Expand access to priority health services (Reproductive
Health/Family Planning, Maternal and Child Health, HIV/AIDS) provided by the
private health sector in Kenya; and
(2) Increase the number of Kenyans insured through coverage for
priority health services.
The SHOPS/Kenya program is centered on three main technical
component areas aimed to:
(1) Strengthen the enabling environment for increased health
care access in the private sector;
(2) Identify, expand and improve financing options for increased
private sector health care coverage; and
Initiate, implement, and scale up innovative and sustainable private sector health models for improved service delivery.
Initiate, implement, and scale up innovative and sustainable private sector health models for improved service delivery.
Approximately 80% of Kenyans lack health insurance or other
health financing and risk protection mechanisms to allow them to access care,
and prevent them from catastrophic healthcare spending.
This puts low-income populations at financial risk delving
deeper into poverty.
To help households manage the risk of out-of-pocket expenses,
health financing solutions are needed to help pay for treatment of communicable
diseases as well as chronic health conditions.
Potential solutions include insurance, medical savings accounts,
loans, vouchers, or any combination of these, often powered by innovative IT
platforms.
In September 2012, SHOPS solicited expression of interest from
organizations with innovative health financing schemes that could be scaled up
through technical assistance.
SHOPS identified and selected a insurance provider (insurer)
with an innovative healthcare financing product that is well-positioned to
scale-up coverage through SHOPS technical assistance.
The following technical assistance was requested by the insurer
and will be delivered through SHOPS Project Kenya:
1. Strengthen the marketing and distribution of their current
health insurance product
2. Develop informational and educational communication materials
for consumers on health insurance.
3. Build the capacity of healthcare provider networks that
administer and deliver pro-poor health insurance products offered by the
insurer.
SHOPS Project Kenya is looking for reputable
consultants/marketing firms to develop Information, Education and Communication
(IEC) materials for an Education and Marketing campaign (both print and radio)
with the following scope of work.
Scope of Work
The Consultant will be responsible for the following activities:
- Prepare for and
conduct interviews with the SHOPS Project Kenya to understand the
assignment and expected deliverables below.
- Prepare for and
conduct interviews with the insurance provider to understand their
expectations on the assignment.
- Review the
insurance provider’s existing IEC materials, marketing and distribution
strategies for their existing products from which best practices and
lessons can be derived for the development of the proposed materials.
- Review existing
IEC materials produced for insurance in other contexts.
- Review existing
training modules used for consumer and provider education on insurance.
- Utilize the
information gathered to develop a communication approach for the desired
behavior change and present this to SHOPS Project Kenya and the insurance
provider for approval.
- Develop the IEC
marketing materials and training modules in line with the communication
approach that will target 2 groups:
1. Potential customers. This group represents the
potential market for purchasing health insurance. IEC materials targeting this
group will focus on consumer education for general consumers and targeted
marketing through distribution channels.
These IEC materials will instill an understanding of insurance,
communicate the value proposition of the insurer’s product and will use a
variety of delivery channels as identified in the desktop review and
interviews, including but not limited to, print, radio and inter-personal
communication through peer-to-peer networks.
2. The insurer’s partner healthcare providers. The training
modules will focus on training the insurer’s staff on how to train healthcare
providers on key insurance concepts and how to implement the insurance scheme
from the perspective of the healthcare provider.
Training modules for healthcare provider education will instill
an understanding of insurance, communicate the value proposition and
administration of the insurer’s product and will use a variety of delivery
channels, including but not limited to, e-learning modules and classroom
modules for use by the insurer’s agents.
- Prepare for and
present to SHOPS Project Kenya and the insurance provider the drafts of
the materials developed and proposed training modules; and incorporate
their input and comments to the materials
- Review the final
draft and present to SHOPS Project Kenya and the insurer.
Deliverables and Period of Performance
The consultancy is expected to run from 25th February 2013 –
31st May 2013.
The following deliverables are expected from this consultancy,
with limited flexibility on the deadlines:
1. Meeting notes of all client interviews (For the duration of
the contract)
2. Methodology for the development of the following (Due March
8, 2013):
a. IEC materials for the general marketing campaign
b. Targeted IEC materials for use by distribution channels
c. A training-of-trainers module targeting healthcare providers
3. Meeting notes of all the sessions for the presentation of the
draft materials (For the duration of the contract)
4. All draft and final versions of the following (Due May 24,
2013):
a. Digital versions of the general IEC materials for the
marketing campaign targeting potential consumers.
b. Digital versions of the target IEC materials for use by
specified distribution channels.
c. Digital versions of the training-of-trainers module targeting
providers.
5. Implementation of a training-of-trainers workshop targeting
the insurance provider staff (Due May 31, 2013)
Qualification and Past Experience
- Candidates must
have a strong background in communications with a minimum of 10 years’
experience in developing communications strategies, designing IEC
materials, and training.
- Candidates must
demonstrate past experience in communications campaign development. A
presentation of a portfolio of the consultant’s prior work is expected. Past
experience in developing a campaign for the micro-insurance industry an
added advantage.
- Knowledge of the
health insurance industry, and experience working with/for the health
insurance industry is an advantage.
Level of Effort
This Consultancy is expected to take 50 days of the Consultant’s
time.
Scope of Work for Marketing and Distribution Consultant
Background Strengthening Health Outcomes through the Private
Sector (SHOPS) Project is a global five-year USAID-funded project, which aims
to expand the role of the private sector, including NGOs and for-profit
entities in the sustainable provision and use of high-quality health
information, products and services.
SHOPS builds upon decades of USAID support and leadership in
private health sector programming, with an emphasis on exploring and advancing
private sector innovations.
The core goals of SHOPS Project Kenya are:
(1) Expand access to priority health services (Reproductive
Health/Family Planning, Maternal and Child Health, HIV/AIDS) provided by the
private health sector in Kenya; and
(2) Increase the number of Kenyans insured through coverage for
priority health services.
The SHOPS/Kenya program is centered on three main technical
component areas aimed to:
(1) Strengthen the enabling environment for increased health
care access in the private sector;
(2) Identify, expand and improve financing options for increased
private sector health care coverage; and Initiate, implement, and
scale up innovative and sustainable private sector health models for improved
service delivery.
Approximately 80% of Kenyans lack health insurance or other
health financing and risk protection mechanisms to allow them to access care,
and prevent them from catastrophic healthcare spending.
This puts low-income populations at financial risk delving
deeper into poverty.
To make healthcare more affordable, health financing solutions
are needed to help pay for treatment of communicable diseases as well as
chronic health conditions.
Potential solutions include insurance, medical savings accounts,
loans, vouchers, or any combination of these, often powered by innovative IT
platforms.
In September 2012, SHOPS solicited expression of interest from
organizations with innovative health financing schemes that could be scaled up
through technical assistance.
SHOPS identified and selected a insurance provider (insurer)with
innovative healthcare financing product that is well-positioned to scale-up
coverage through SHOPS technical assistance.
The following technical assistance was requested by the insurer
and will be delivered by SHOPS Project Kenya:
- Strengthen the
marketing and distribution of their current health insurance product
- Develop
informational and educational communication materials for consumers on
health insurance.
- Build the
capacity of healthcare provider networks that administer and deliver
pro-poor health insurance products offered by the insurer.
SHOPS Project Kenya is looking for reputable consultants to develop a
Marketing and Distribution Strategy with the following scope of work.
Scope of Work
The Consultant will be responsible for the following activities:
- Prepare for and
conduct interviews with the SHOPS Project Kenya to understand the
assignment and expected deliverables.
- Prepare for and
conduct interviews with the insurer to understand their expectations on
the assignment.
- Prepare the
approach for the development of the proposed marketing and distribution
strategy and present this to SHOPS Project Kenya for approval. This will
include a review of the current method of sales and distribution of an
existing health insurance product. Specific emphasis will be placed on
distributing the product through mobile money networks. Moreover, the
consultant will be expected to evaluate the incentive structures in place
for sales representatives responsible for distributing the product.
- Review the
insurer’s existing marketing and distribution strategies for their
existing products from which best practices and lessons can be derived for
the development of the proposed strategy.
- Develop the
Marketing and Distribution Strategy based on data collected from sales
process evaluations, interviews, and consideration of the clients’
expectations.
- Prepare for and
present to SHOPS Project Kenya and the successful insurer the drafts of
the strategy developed and incorporate their input and comments to the
strategy.
- Review the final
draft and present to SHOPS Project Kenya and the insurer.
- Present the
final Marketing and Distribution Strategy to the insurer for implementation.
Deliverables and Period of Performance
The consultancy is expected to run from 25th February 2013 – 5th
April 2013. The following deliverables are expected, with limited flexibility
in their due dates:
- Meeting notes of
the client interviews. (For the duration of the contract)
- Methodology for
the development of the proposed Marketing and Distribution Strategy. (Due
March, 2013)
- Report on the
review of the existing marketing and distribution strategy. This shall
include a SWOT analysis or other framework for evaluating the strengths
and weaknesses of the insurer’s current marketing and distribution
strategy. (Due March 22, 2013)
- Meeting notes of
all the sessions for the presentation of the draft Marketing and
Distribution Strategy. (For the duration of the contract)
- Final Marketing
and Distribution Strategy. This shall include an analysis of the
feasibility of using mobile money to distribute health insurance. This
shall also include analysis of how best to implement performance-based
incentives to sales representatives responsible for distributing the
health insurance product. (Due April 5, 2013)
Qualification and Past Experience
- Candidates will
have a background in marketing, sales and distribution with a minimum of
10 years’ experience and demonstrated ability to capture market share
within their respective industry.
- Knowledge of the
health insurance industry a pre-requisite.
- Experience with
distributing financial services through mobile money or telecommunication
providers is an advantage.
- Experience
successfully managing sales teams is an advantage.
- Past experience
in health insurance an advantage
- Past experience
in developing marketing and distribution strategies for the
micro-insurance industry an added advantage
Level of Effort
This Consultancy is expected to take 35 days of the Consultant’s
time
SHOPS Kenya Contact
For any inquiry regarding this terms of reference, please
contact:
Agnes_Gatome-Munyua@shopsproject.com
Agnes_Gatome-Munyua@shopsproject.com
Submit your application and an updated Curriculum Vitae to the
address above on or before 8th February 2013.
