Marketing plan

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Marketing plan

  1. 1. 10-Step Marketing Plan Kapit-Kamay sa Kalusugan (KKK) Health Management System Marc Edsel C. Ayes Marketing Management November 30, 2010
  2. 2. Health Insurance Systems • Primarily PhilHealth • LGU subsidies for residents (i.e. PCGH) • Health card service providers
  3. 3. 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
  4. 4. Current PhilHealth Issues* • Information management systems - Requirements unclear for enrollees - 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
  5. 5. Proposal:The Product • Inter-mediation between Indigent Patients and PhilHealth Services • Streamline processes for patients • Create Health Agendas for selected groups of indigents
  6. 6. Step 1: The Primary Target Market
  7. 7. Stakeholders • PhilHealth • Indigent patients - Poor understanding of PhilHealth policies - Inadequate access to information - Non-utilization of PhilHealth benefits - Fail to see merits of health insurance
  8. 8. Current PhilHealth Issues* • Information management systems - Requirements unclear for enrollees - 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
  9. 9. Step 2: Needs,Wants, and Demands of the PTM
  10. 10. 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
  11. 11. “Ka-Freddy” • Desires Job security - steady income • Blue-collar jobs - constant threat to health • Immediate return to workforce after treatment
  12. 12. “Aling Mila” • Desires Family security and stability • Juggles supporting self and household • Importance of prevention of illness • “Bawal ako magkasakit”
  13. 13. “Mang Caloy” • Desires disease-free retirement with partner • Partner’s health usually precedes their own • Importance of minimizing impact of illness
  14. 14. Tenten & Myrna • Desires personal stability in raising a child • Problems with stable income and education • Usually reluctant to seek aid
  15. 15. Step 3: Competition and Competitive Position Map
  16. 16. Direct Competition • Other Health Care Insurance (HMO) Providers • Target: - Salary earners - Hospital based, usually tertiary - Stratified capitation
  17. 17. Indirect Competition • “Sulit Cards” • Target - Indigents with little/no money for medicines/services - Limited
  18. 18. PhilHealthPhilHealth Price Service Quality HMO ServicesHMO Services MaxicaMaxica rere MEDIcarMEDIcar dd MedSeMedSe rvrv KKKKKK
  19. 19. Step 4: The Gap - Positioning Statement
  20. 20. “A Health-Coach” • The NEED to clarify processes in PhilHealth • Aid in obtaining PhilHealth benefits • Lay out a health agenda specific to their needs • Promote self- sufficiency
  21. 21. Step 5: Market Size
  22. 22. Healthcare Costs • Raising price of health care • Expected to increase by 10-15% in the next 5 years • Advances in technology and specialization
  23. 23. Solutions? • Improved subsidy (LGU/national) • HMO entrants - currently 18 listed in Metro Manila alone • PhilHealth coverage - LGUs promoting 100% PhilHealth coverage - San Isidro Formula
  24. 24. Step 6: The Product
  25. 25. 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
  26. 26. For Ka-Freddy... • Monthly wellness check- up • Coverage for dependents • Rehabilitation coverage for injuries • Processing for PhilHealth coverage and company requirements
  27. 27. For Aling Mila... • Coverage for dependents • Monthly wellness check- up, including maternity check-up • Maternal screening packages • Immunization packages
  28. 28. For Mang Caloy... • Monthly wellness check- up • Yearly executive check- up • Coverage for maintenance medications
  29. 29. For Tenten & Myrna... • Maternity wellness package • Breastfeeding education programs • Procurement of pre- employment clearance • Quarterly wellness check-ups
  30. 30. Step 7: Promotions
  31. 31. Collaboration • Make a collaborative effort with PhilHealth to widen its base • Present applications at PhilHealth booths in selected hospitals
  32. 32. Health Care Centers • Flyers and brochures at HCCs for increased awareness • Person-to-person marketing of service at weekly HCC visits of target patient groups
  33. 33. The Doctors • Provide option to patients through PhilHealth Doctors • Selection of indigents that may benefit from the service
  34. 34. Step 8: The Price
  35. 35. Current Premium • 100Php/month to be paid on quarterly, semi-annual, or annual schemes
  36. 36. Proposed Premium • Additional 50Php per month for the first year
  37. 37. Step 9: The Place
  38. 38. Where to find it? • Wherever there is PhilHealth • Barangay Health Centers • PhilHealth accredited physician offices
  39. 39. Step 10: The Winning Strategy
  40. 40. 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 - They don’t know HOW to obtain their benefits - They can’t allocate their healthcare budget on what’s most important to them • Forward accessibility of services
  41. 41. 10-Step Marketing Plan Kapit-Kamay sa Kalusugan (KKK) Health Management System Marc Edsel C. Ayes Marketing Management November 30, 2010

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