The ‘Ayushman Bhav’ marketing campaign, inaugurated by President Droupadi Murmu on Wednesday, is about to roll out from Sunday on the event of Prime Minister Narendra Modi’s birthday. The nationwide healthcare initiative goals to make sure in depth protection of healthcare programmes, reaching each village and city within the nation.

As a part of the Ayushman Bhav marketing campaign, well being melas and medical camps would play an important position, with these occasions scheduled to be held as soon as every week in any respect well being and wellness centres (HWCs) and neighborhood well being centres (CHCs) throughout the nation.

“This historic launch of the campaign and the portal marked a significant leap towards achieving Universal Health Coverage (UHC) and ensuring healthcare for all as it strives to further consolidate the accessibility and affordability of healthcare services, particularly for the underserved,” President Murmu mentioned whereas just about launching the marketing campaign from Raj Bhawan Gandhinagar in Gujarat.

Union well being minister Mansukh Mandaviya, through the inauguration, emphasised, “Besides the launch of Ayushman Bhav initiative, organ donation and blood donation pledge campaigns will also be organised which are noble initiatives that should be taken up by every individual.”

What is ‘Ayushman Bhav’ marketing campaign?

• According to the well being ministry, the ‘Ayushman Bhav’ marketing campaign represents a “comprehensive nationwide healthcare effort”. A authorities launch mentioned it’s in concord with the motto of “inclusive progress, ensuring that no one is left behind”.
• The marketing campaign goals to offer saturation protection of healthcare companies, reaching each village and city within the nation. Describing it as a “groundbreaking initiative”, the ministry mentioned the marketing campaign builds upon the success of the Ayushman Bharat programme and signifies a “paradigm shift in healthcare services”.
• The strategy combines three key elements: Ayushman – Apke Dwar 3.0, Ayushman Melas held at HWCs and CHCs, and Ayushman Sabhas carried out in each village and panchayat.
• The ministry mentioned Ayushman Bhav seeks to distribute Ayushman playing cards, generate ABHA IDs, and lift consciousness about essential well being schemes and circumstances, together with non-communicable ailments, tuberculosis, and sickle cell illness.
• Its main aim is to make sure that healthcare companies attain each nook of the nation, transcending geographical obstacles.
• The marketing campaign shall be carried out through the ‘Seva Pakhwada’ from September 17 to October 2. It is characterised by a “whole-of-nation and whole-of-society approach” bringing collectively authorities sectors, civil society organisations, and communities in a collective effort to ensure that important well being companies are accessible to all, with out discrimination or exclusion, the ministry mentioned.