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Scope of Work for Communications Consultant
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 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.
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 materialsReview the final draft and present to SHOPS Project Kenya and the insurer.Deliverables and Period of PerformanceThe 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 ExperienceCandidates 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.This Consultancy is expected to take 50 days of the Consultant’s time.
For any inquiry regarding this terms of reference, please contact:
Agnes_Gatome-Munyua@shopsproject.com
Submit your application and an updated Curriculum Vitae to the address above on or before 8th February 2013.
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