Improving IEC Activities Jammu and Kashmir 1 About

Improving IEC Activities Jammu and Kashmir 1

About PMJAY: Progress so far in the state 631 30883 Cases Approved Cases Rejected No. of Claims q Institutional Setup at SHA: v State Health Agency: CEO, State Nodal Officer, Accounts Officer, State Consultant, 4 Consultants from GIZ, and other Administrative Staff. v 22 DIUs headed by Deputy Commissioners v 155 Hospitals are empanelled in the State of which 126 (81 %) are public hospitals and 29 (19%) are Private Hospitals. q Beneficiary Identification: v 12. 65 Lakh beneficiaries have been registered and out of which 11. 34 Lakhs have received Golden Cards v J&K has issued e-cards covering 60% of families in the state in less than 6 months which is highest by any state in the country 28835 26211 30000 q Health Benefits, Claim Processing and Management: v 31350 cases done so far under the scheme. 20000 10000 0 Claims Submitted Claims Paid 2

IEC Roadmap q ü ü ü ü ü Field Level: Awareness camps in seasonal schools to cover eligible beneficiaries from the pastoral communities. Awareness Workshops in Higher Secondary Schools, Colleges, and Universities. Awareness Workshops in Skill Development Institutions (HIMAYAT/PMKVY/Others) Branding of Electric Buses, local trains, Gas Cylinders, Bank Passbooks, Ration Cards, Electricity Bills, Cloth Made Carry Bags* Organizing nukkad nataks in villages. Graffiti paintings at prominent public places. Preparation and Distribution of comic books in all public and private schools. Branding of Bus Stands, Taxi Stands, Railway Stations. Participation in regular TV Shows for creating awareness and sharing success stories. Organization of Inter college and inter school “Ayushman Bharat Sports Tournaments” q Hospital Level: ü AB-PMJAY Kiosks to be co-located with OPD/IPD Counters for screening/identification of potential AB-PMJAY beneficiaries ü Installation of LED TVs at waiting hall of every empanelled hospital for continuous information about the scheme. * To be given at the time of discharge in every empanelled hospital 3

IEC Best Practices by the state ü ü ü ü Ayushman Bharat Divas Ayushman Bharat Rath Distribution of PM Letters JK Bank Initiative Installation of hoardings at empanelled hospitals Newspaper ads/regular press releases FM Radios and TV ads Bulk SMS to the beneficiaries Camps through ASHAs and other ground level workers Involvement of religious institutions to generate awareness Night camps by CSCs Verification on mission mode Equipping and strengthening more than 1800 CSCs Payment of Rs. 15 per beneficiary by the State to CSCs 4

Case Study 1 – IEC initiative by SHA Name Family Background Means Awareness ASHA RANI Padyari Village of District Kathua. q Widow q 61 years old q 15 year of Old Son is her only family. q Family Identified during door to door campaigning through field level workers. q Zero income. q Only source of living is the support from neighbourhood. of q Golden Card was generated by a VLE during a village level special drive for generation of Golden Cards. Impact q Asha Rani suddenly felt a stabbing pain in her chest and got admitted in Super Speciality Hospital Jammu after referred by a Private Hospital in emergency condition. q PTCA procedure was performed on her which cost Rs. 65, 000 q Patient got free of Cost Treatment under PMJAY Photograph and Message from the Patient “By the time I would have collected the Money from neighbours and other sources, I would have already gone. I am glad we have such scheme now. It will save so many poor people like me” 5

Case Study 2 – IEC initiative by SHA Name Family Background Means Awareness of MISRA BEGUM Zakura urban area of District Srinagar. q Widow q 57 years old q Lives with two sons q Elder son bread earner, working as a casual labour. q Family was informed by a neighbour, a religious preacher (Moulvi) in local mosque, when her son requested him to pray for her mother’s ill health. q. Approximatel y income of Rs. 7000/month from all sources q She generated her Golden Card from Khyber Hospital, Srinagar Impact q Misra Begum was diagnosed with a Heart ailment long time ago and was advised by doctors to undergo surgery but due to her poor financial status and high cost implications she was postponing the treatment. q. After getting Golden Card, She underwent cardiac surgery for Double Chamber Pacemaker costing Rs. 65, 000/= at Khyber Hospital Srinagar and got treated without spending a penny from her own pocket Photograph and Message from the Patient “My mother would have suffered for rest of her life and it is heartbreaking for any son to witness this. We are so grateful to Modi Ji, says Misra Begum’s Elder son, wiping away his tears” 6

No. of Cases Impact on Utilization of the Scheme post IEC initiative 8000 7000 6000 5000 4000 3000 2000 1000 211 0 Dec/18 7338 6121 4898 3327 3822 2003 753 Jan/19 Initial IEC Phase Feb/19 Mar/19 Phase of Learning & Trainings Apr/19 May/19 Jun/19 Jul/19 150% growth in utilization of services in these three months 7

Some

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