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Collatedproductmarketingplan 110108215737-phpapp01

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Transcript

  • 1. 10 Step Marketing Plan forKapitKamaysaKalusugan
    A Service-oriented NGO for the PhilHealth Indigent Program
    Merce Kristin F. Tumibay
  • 2. Health in the Philippines
    Majority of health expenses are out of pocket expenses
    26.9% of Filipino families fall below the national poverty line.
    Double-burden disease: infectious and lifestyle diseases
  • 3. Health Insurance Systems
    Primarily PhilHealth
    LGU subsidies for residents (i.e. PCGH)
    Health card service providers
  • 4. Health Insurance in the Philippines
    Health expenditure predominantly out-of-pocket
    PhilHealth unable to shoulder all costs
    No universal coverage
  • 5. Current PhilHealth Issues*
    Information management systems
    • Requirements unclear for enrollees
    • 6. Too much time spent explaining processes
    Poor Turnaround time
    Accessibility
    Compliance
    Performance Indicators
    *Based on US-AID policy unit report Del. No. 28 dated June 30, 2005, available at
    http://erc.msh.org/LEAD_CD/D_Partnership_Arrangements/PhilHealth_Operational_Issues.pdf
  • 7. The San Isidro Model
    LGU fund reallocation towards health
    Enrollment of constituents in PhilHealth program
    Prioritization of health projects
    Promotion of health-oriented topics to constituents
  • 8. Proposal: The Product
    Service Provision for Phil Health
    “middle” group to reach the gap between the Filipino PUBLIC and Phil Health
    A marketing firm focused on “marketing” Phil Health and “selling” the idea to the public
  • 9. Step 1:The Primary Target Market
  • 10. Step 1: Primary Target MarketThe Filipino Family
    The “senior
    citizens”
    The mothers
    The youth
    The breadwinners
  • 11. Stakeholders
    Philhealth
    Goal of 100% coverage
    Decreasing OOP expenditures for every Filipino
    Filipinos
    Risk stratification
    Primary target market
    Addressing health misconceptions
    Privately operated HMOs
    Role in the driving up healthcare costs
  • 12. Low cost health services but with good quality
    Faster service minus the hassles
    Step 2: Needs, Wants, and Demands of the new-age Filipinos
  • 13. Types of Indigent Patients
    Ka-Freddy - the worker
    Aling Mila - the single mother with children
    Mang Caloy - the elderly retired
    Tenten & Myrna - the young unemployed
  • 14. “Ka-Freddy”
    Desires Job security - steady income
    Blue-collar jobs - constant threat to health
    Immediate return to workforce after treatment
  • 15. “Aling Mila”
    Desires Family security and stability
    Juggles supporting self and household
    Importance of prevention of illness
    “Bawal ako magkasakit”
  • 16. “Mang Caloy”
    Desires disease-free retirement with partner
    Partner’s health usually precedes their own
    Importance of minimizing impact of illness
  • 17. Tenten & Myrna
    Desires personal stability in raising a child
    Problems with stable income and education
    Usually reluctant to seek aid
  • 18. Step 2:Needs, Wants, and Demands of the PTM
  • 19. Filipino People
    Wants
    Better informed about benefits
    Need/Demands
    Bring down the cost of healthcare
    Better healthcare provision
  • 20. PhilHealth
    Needs
    Increase IP enrolment rates (Goal of PhilHealth: Universal Coverage by 20__)
    Wants
    More streamlined process
    Demands
    Active participation of clients in health care
  • 21. Step 3:Competition and Competitive Position Map
  • 22. Direct Competition
    Other Health Care Insurance (HMO) Providers
    Target:
    • Salary earners
    • 23. Hospital based, usually tertiary
    • 24. Stratified capitation
  • Indirect Competition
    “Sulit Cards”
    Target
    • Indigents with little/no money for medicines/services
    • 25. Limited
  • Competitive Position Map
    Private HMOs
    Local Government Health Subsidies
    PRICE
    KKK
    RHUs
    SERVICE QUALITY
  • 26. Step 4:The Gap - Positioning Statement
  • 27. Gap Positioning Statement
    Now and what needs to be done
    Importance of 100% coverage
    Lowering health care costs
    Better profiling and stratification of clients
    Designing better packages
    Being in touch with the people
  • 28. THE GAP: Where is the Marketing Opportunity?
    What needs are not being addressed?
    A streamlined process
    Lesser paperwork/steps
    Faster and efficient application
    Unique selling point
    Efficient service
  • 29. Step 5:Market Size
  • 30. Philhealth = 85% national coverage
    4.6 Million Filipino families are poor (26.9%) (2005)
    3C Perspective
    CLASS ABC
    35%
    CLASSD
    69%
    82%
    CLASS E
  • 31. Step 6:The Product
  • 32. A Bridge to Health Care
    The missing link to between the Public and Phil Health
    Market/advertise Phil Health to the public and at the same time EDUCATE them on importance of health and foresight
    Create venues for effective information dissemination and learning
  • 33. Health Management made Accessible
    HMO intermediary between patient and PhilHealth
    Personal assistance in completion of PhilHealth requirements
    Assurance of premium payment
    Personalization of health benefits specific to their needs
  • 34. For Ka-Freddy...
    Monthly wellness check-up
    Coverage for dependents
    Rehabilitation coverage for injuries
    Processing for PhilHealth coverage and company requirements
  • 35. For Aling Mila...
    Coverage for dependents
    Monthly wellness check-up, including maternity check-up
    Maternal screening packages
    Immunization packages
  • 36. For Mang Caloy...
    Monthly wellness check-up
    Yearly executive check-up
    Coverage for maintenance medications
  • 37. For Tenten & Myrna...
    Maternity wellness package
    Breastfeeding education programs
    Procurement of pre-employment clearance
    Quarterly wellness check-ups
  • 38. Step 7:Promotions
  • 39. Step 7: Promoting the Product
    • Word of mouth (doctors)
    • 40. Mass media (internet, cellphones)
    • 41. Health centers (posters, pamphlets)
  • Step 8:The Price
  • 42. Additional 20% on the premium for convenience, efficiency, personalized health care packages
    Prices
  • 43. Step 9:The Place
  • 44. Our Strategic location
    Should be located in a catchment area with the least coverage
    Tie-ups with various tertiary government hospitals that cater to the lower socioeconomic classes
    Exposure through print, and TV
  • 45. Kiosks near bayad centers
    Health centers
    Hospitals
    Malls
    Offices
    Specifically
  • 46. Step 10:The Winning Strategy
  • 47. The Winning Strategy
    Goal: Improve PhilHealth coverage and access to its benefits
    Focus on core weakness of PhilHealth processes
    • Patients don’t know their benefits
    • 48. They don’t know HOW to obtain their benefits
    • 49. They can’t allocate their healthcare budget on what’s most important to them
    Forward accessibility of services
  • 50. Customized packages at a low price
    Provide convenience and efficiency
    Newborn health care
    Emergency health care
    Wellness Check-ups