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Marketing plan Presentation Transcript

  • 1. 10-Step Marketing Plan Kapit-Kamay sa Kalusugan (KKK) Health Management System
    • Marc Edsel C. Ayes
    • Marketing Management
    • November 30, 2010
  • 2. Health Insurance Systems
    • Primarily PhilHealth
    • LGU subsidies for residents (i.e. PCGH)
    • Health card service providers
  • 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. 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. Proposal: The Product
    • Inter-mediation between Indigent Patients and PhilHealth Services
    • Streamline processes for patients
    • Create Health Agendas for selected groups of indigents
  • 6. Step 1: The Primary Target Market
  • 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. 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. Step 2: Needs, Wants, and Demands of the PTM
  • 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. “ Ka-Freddy”
    • Desires Job security - steady income
    • Blue-collar jobs - constant threat to health
    • Immediate return to workforce after treatment
  • 12. “ Aling Mila”
    • Desires Family security and stability
    • Juggles supporting self and household
    • Importance of prevention of illness
    • “ Bawal ako magkasakit”
  • 13. “ Mang Caloy”
    • Desires disease-free retirement with partner
    • Partner’s health usually precedes their own
    • Importance of minimizing impact of illness
  • 14. Tenten & Myrna
    • Desires personal stability in raising a child
    • Problems with stable income and education
    • Usually reluctant to seek aid
  • 15. Step 3: Competition and Competitive Position Map
  • 16. Direct Competition
    • Other Health Care Insurance (HMO) Providers
    • Target:
      • Salary earners
      • Hospital based, usually tertiary
      • Stratified capitation
  • 17. Indirect Competition
    • “ Sulit Cards”
    • Target
      • Indigents with little/no money for medicines/services
      • Limited
  • 18. PhilHealth Price Service Quality
            • HMO Services
    Maxicare MEDIcard MedServ KKK
  • 19. Step 4: The Gap - Positioning Statement
  • 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. Step 5: Market Size
  • 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. 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. Step 6: The Product
  • 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. For Ka-Freddy...
    • Monthly wellness check-up
    • Coverage for dependents
    • Rehabilitation coverage for injuries
    • Processing for PhilHealth coverage and company requirements
  • 27. For Aling Mila...
    • Coverage for dependents
    • Monthly wellness check-up, including maternity check-up
    • Maternal screening packages
    • Immunization packages
  • 28. For Mang Caloy...
    • Monthly wellness check-up
    • Yearly executive check-up
    • Coverage for maintenance medications
  • 29. For Tenten & Myrna ...
    • Maternity wellness package
    • Breastfeeding education programs
    • Procurement of pre-employment clearance
    • Quarterly wellness check-ups
  • 30. Step 7: Promotions
  • 31. Collaboration
    • Make a collaborative effort with PhilHealth to widen its base
    • Present applications at PhilHealth booths in selected hospitals
  • 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. The Doctors
    • Provide option to patients through PhilHealth Doctors
    • Selection of indigents that may benefit from the service
  • 34. Step 8: The Price
  • 35. Current Premium
    • 100Php/month to be paid on quarterly, semi-annual, or annual schemes
  • 36. Proposed Premium
    • Additional 50Php per month for the first year
  • 37. Step 9: The Place
  • 38. Where to find it?
    • Wherever there is PhilHealth
    • Barangay Health Centers
    • PhilHealth accredited physician offices
  • 39. Step 10: The Winning Strategy
  • 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. 10-Step Marketing Plan Kapit-Kamay sa Kalusugan (KKK) Health Management System
    • Marc Edsel C. Ayes
    • Marketing Management
    • November 30, 2010