BOMaid disburses P2bn in health claims
Pauline Dikuelo | Thursday February 25, 2016 18:00
Speaking at the BOMaid launch of the refreshed brand, the Minister of Health (MoH) Dorcas Makgato said this had helped improve service delivery and reduce the funding burden on her ministry and government.
“I understand that BOMaid currently looks after about 85,000 total lives and almost all of these individuals utilise the private sector for their day-to-day healthcare needs.
Accordingly, BOMaid pays for the services these individuals receive from the private health sector,” said Makgato at an event to mark the rebranding of BOMaid held in Gaborone this week.
She said government was currently working together with the Ministry of Finance and Development Planning on a health financing strategy that is aimed at ensuring an affordable and long-term sustainability of health care funding.
According to Makgato, through this, they intend to strengthen partnerships between the public and the private sector that will not only expand access and service delivery but will also assist in closing funding gaps.
“The refreshed brand has a tagline that goes ‘At the heart of health’, which says to me that BOMaid has made a commitment to be at the centre of health and wellness needs of its members,” she added. For his part, BOMaid Principal Officer, Moraki Mokgosana said they decided to refresh their brand primarily as a response to the feedback they got from their members regarding how they view their brand against the evolution of the medical aid industry.
“The refreshed brand serves as a reaffirmation on our part of our commitment to continue to refresh our product offering with a view to enhance the member experience to position the fund for emerging trends in the medical field and medical insurance,” he added.
In addition, Mokgosana said they have been embarking on some initiatives to create an enabling environment for the clientele noting that they continue to offer their suite of products and services to individual members and not insisting that membership only be attained through a corporate arrangement.
“In appreciation of the reduction in the earning capacity of our senior citizens on retirement, we have and will continue to offer our retiree members discounts of up to 50 percent in subscriptions,” he added.
The refreshed logo initiative is more of a facelift, which leverages on the existing BOMaid brand equity and is meant to communicate change within the organisation.
BOMaid holds a 93 percent shareholder stake in Medical Rescue International Botswana, which is a company that specialises in emergency medical services and owns pharmacies, offsite medical clinics, emergency care training and call centre services.