10 step mktg plan for philhealth

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  • 1. 10 STEP Marketing Plan for PhilHealth’s Voluntary Program Ronald M. Macapinlac Marketing Management 30 November 2010
  • 2. PhilHealth’s Voluntary Program It allows the unemployed Filipino to be a member at an affordable rate of P100 per month
  • 3. Primary Target Market Step #1 18 to 30 year old Filipino individuals who are: self-employed part-time students such as those in call centers post graduate students such as medical and law students single males and females health conscious minimum incomes
  • 4. Needs, Wants and Demands of the Primary Target Market Step # 2 Along with our Maslow’s basic needs: everyone needs health to function efficiently everyone gets sick, thus we all need to get well through: affordable, quality and accessible health service
  • 5. Needs, Wants and Demands of the Primary Target Market Step # 2 By having good health, everyone wants to secure our future to enjoy and live life to spend our savings not solely for health to help others as we help ourselves social solidarity
  • 6. Needs, Wants and Demands of the Primary Target Market Step # 2 By being a member, everyone expects a: sustainable affordable progressive social health insurance delivery of accessible quality health care for all Filipinos
  • 7. Competition and Competitive Position Map Step # 3 Benefits versus costs With minimal fees, a member can access quality health service. Number of health facilities involved Private HMOs have limited number of health service providers
  • 8. Competitors Direct competitors Private HMOs such as Maxicare Indirect competitors Health and fitness centers (gyms) and health-promoting products (vitamin supplements) Knowledge, accessibility, affordability, timeliness and opportuneness dictate which option to choose
  • 9. The Gap, the Opportunity and the Positioning Step # 4 If the primary target can spend some pesos to load their cellphones, then they can spend some for their future, for their health. The program promotes social solidarity My health, your health, everyone’s health for a health country.
  • 10. What is the size of the market from the 3 C perspectives (customer, company and competition)? Step # 5 20M Filipinos 0.002% not covered Part-time students Call center agents Post graduate students Law Medicine
  • 11. The Product Step # 6 Voluntary Program akaIndividually Paying Program (IPP) Other Programs Employed Sector Program (ESP) Non-Paying Program (NPP) Sponsored Program (SP) Overseas Workers Program (OWP)
  • 12. Promoting the Product Step # 7 Ads Social Responsibility SPR Promotions Social Networking Prints/Commercials Direct Marketing Affiliations/Partnerships
  • 13. Pricing the Product Step # 8 100 pesos a month Discounted price for full payment in a year
  • 14. Where to find the product? Step # 9 In all government hospitals nationwide Partner private medical centers nationwide
  • 15. The Winning Market Form Step # 10 young individuals, the hope of the future sustainable development nation building social solidarity affordability accessibility availability
  • 16. Summary: Marketing Strategy PTM: 18 to 30 year old Filipino individuals NEW: quality life, quality health service – affordable, accessible, available Competitors: private HMOs, health-promoting establishments
  • 17. Summary: Marketing Strategy Opportunity /Gap: My health, your health, everyone’s health for a health country 3Cs: part-time students, call center agents, post grad students
  • 18. Product: IPP Price: 100 pesos per month Promo : all forms of media, social networking Summary: Marketing Strategy
  • 19. Place: Accredited private and public health facilities; collecting agencies Generic Winning Strategy of Mix: young individuals, the hope of the future sustainable development nation building social solidarity affordability, accessibility, availability of health services nationwide Summary: Marketing Strategy
  • 20. 10 STEP Marketing Plan for PhilHealth’s Voluntary Program Ronald M. Macapinlac Marketing Management 30 November 2010