Ayushman Bharat Pradhan Mantri Jan Arogya Yojana (AB PM-JAY) has successfully provided over 1.5 crore treatments to beneficiaries in over 2 years of scheme implementation. The scheme has worked well in many States; however, there remains scope to improve performance in certain States on key indicators. Experience of scheme implementation has showcased that there exists a strong correlation between PM-JAY e-card penetration and uptake of services under the scheme.

In this regard, the “Aapke Dwar – Ayushman” initiative has been planned with three key objectives, namely:

• Improving awareness,
• Increasing e-card penetration, and
• Establishing a continuum of care which will ultimately lead to increased utilization under the scheme.

The initiative is designed in a system-based approach that employs a comprehensive array of activities including IEC activities using different media channels, training and capacity building of front-line workers, mobilization of beneficiaries, conducting health camps, and institutionalizing a robust monitoring framework to track the progress and success of the initiative.

“Apke Dwar – Ayushman” initiative will also harness the potential of a diverse set of stakeholders by engaging front-line functionaries across different ministries including the Ministry of Health and Family Welfare, Ministry of Rural Development, and Panchayati Raj Institutes amongst others. These efforts will be planned and implemented in a coordinated manner between Central, State, District, Block, and Village level teams.

Further, the initiative also targets to establish a continuum of care for creating backward and forward linkages between Health and Wellness Centres and Ayushman Bharat PM-JAY empanelled hospitals. As part of this effort, Ayushman Bharat Counselling Desks (ABCD) are also planned to be set up in every district of the State for guiding beneficiaries regarding follow-up and referral services under Ayushman Bharat.

The experience of implementation of PM-JAY across the country has highlighted several best practices for improving awareness, e-card creation, and utilization of services. States have undertaken unique initiatives to improve e-card generation by organizing targeted drives for outreach to potential beneficiaries, subsidizing e-card creation, and engaging front-line functionaries amongst others. The best practices of all States are being leveraged to ensure the success of the “Aapke Dwar – Ayushman” initiative and improve the performance of the scheme in focus States.