How people perceive health insurance

The average Pinoy is most likely to answer this when we ask them if they recall anything lately about health insurance from TV, radio, or the local newspaper.

In a research project I led on PhilHealth Insurance's marketing and communications, I had the opportunity to speak with a mother who was only accompanying her daughter to an interview. She admitted that the only time she looked for PhilHealth information was when she was worrying about the hospital bill for her daughter, who had just given birth in a public hospital. The mother recalled spending a whole day trying to get information on a discount or assistance, and ended up talking to hospital staff, cashiers, nurses, a barangay official, PhilHealth staff, and even a kapitbahay. To her surprise and amusement, they paid very little upon discharge.

I asked whether she had heard anything about PhilHealth before on traditional media channels. Her response was the quote above. She also mentioned that they don't have good internet coverage or signal in their area, so searching on Google, websites, or social media wasn't an option.

Her story made me reflect on how we perceive health insurance, how we use information, and how we typically access it. As I joined the field interviewers on the field survey, many echoed her sentiments, especially in the far-flung study sites. I realized that people think about health insurance only when they need it.

Many healthy Filipinos see and feel health insurance like an expense rather than a benefit. PhilHealth and Health Management Organizations (HMO) contributions are automatically deducted from one’s salary. For minimum-wage earners, it can feel burdensome, especially when the service isn’t used for a while. HMOs often seem more attractive with perks like annual check-ups or more comprehensive coverage.

Yet at its core, health insurance is about providing peace of mind, whether it’s an emergency hospital visit or the next round of medicines. Even in the case of the mother, who may have months to prepare for childbirth, the real cost only hits when it’s time to pay the bill. From a business point of view, it is a “peace-of-mind” service, one that people hope never to use, but are grateful to have when the need arises.

Our need for health insurance information often comes too late, suggesting that we tend to seek it reactively rather than proactively. From a communication and marketing perspective, PhilHealth has made worthwhile efforts to reach Filipino citizens through various campaigns and channels. The challenge now is not visibility, but speed and impact.  However, PhilHealth can further improve communication strategies. The information that truly matters must be accessible when needed, whether through hospital staff, local officials, or community networks. Citizens must know where to turn for reliable answers.

For institutions like PhilHealth, continuing outreach and education are essential, but these can be strengthened by prioritizing marketing strategies that align with how citizens seek and consume information. Communication must be both proactive and reactive. Proactive information campaigns must be sharper, more memorable, and with messages that stick even before the need arises. On the other hand, reactive campaigns must ensure guidance is available at critical times and focus on being quick, clear, and trustworthy.

However, effort should not rest solely on institutions. Since insurance deductions are taken from salaries, workplaces can help by reminding employees what their contributions cover, keeping updated materials available, or hosting briefings on PhilHealth and HMOs.

Additionally, as citizens, we also have responsibilities. Our contributions are already part of our monthly pay, so we might as well understand what they can do for us. Health insurance information shouldn’t sit in brochures or websites untouched until a crisis happens. We can be more proactive in learning about our benefits, because no one really knows when the next hospital visit will happen.

That brief encounter with the mother reminded me that effective communication about health insurance isn’t just about posters or announcements. It’s about being present in moments of worry. When information flows as fast as questions arise, and when institutions, employers, and citizens all do their part, that’s when the system truly gives the Filipino being not just insured, but informed.

Jovanie A. Tuguinay is an Assistant Professor in the Department of Marketing and Advertising at De La Salle University (DLSU) and serves as the Head of the Marketing and Advertising Research Subcenter (MARS).