Internal Branding Package for Programme Study Centers

The Ministry of Health and Family Welfare (MoHFW) is upgrading 150,000 sub-centers across the country to Health and Wellness Centers (HWCs) in a phased manner. This transformation involves the incremental addition of human resources, infrastructure, drugs, and supplies, as well as skill building and the establishment of effective information systems for monitoring progress. The Community Health Officer (CHO) plays a crucial role in delivering designated services at HWCs. The CHO is either a staff nurse or an AYUSH provider who undergoes a six-month training on standard treatment protocols as part of a certificate course in community health developed by Indira Gandhi National Open University (IGNOU). Theory classes and hands-on practical training are organized at Programme Study Centers (PSCs) and health centers accredited by IGNOU. The state government of Madhya Pradesh has developed an internal branding package for PSCs, which includes facility branding and IEC material to be displayed in the center. The objective of this package is to empower students and academic counsellors with the strategic use of communication materials and create a conducive learning environment in PSCs. The internal branding components include facility branding, which details various components area and room-wise within the PSC, while IEC posters are to be displayed in the study hall for students and academic counsellors. The internal branding package for PSCs is divided into two sections: internal branding for PSCs and IEC posters for PSCs. Each component is described in terms of design sample, dimensions, material used for development, location for placement, target audience, and uses. The annexure provides a complete snapshot of the plan for PSCs. The package aims to create a consistent and recognizable brand identity for PSCs, which will enhance the overall learning experience for students and academic counsellors. The transformation of sub-centers to HWCs is a critical component of the Ayushman Bharat programme, which aims to bring healthcare services closer to the homes of the people. The provision of CPHC services at the peripheral level will improve access to healthcare services, particularly for marginalized and underserved populations. The internal branding package for PSCs is an essential component of this transformation, as it will help to create a conducive learning environment and empower students and academic counsellors with the strategic use of communication materials.