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10step  Marketing  Plan    Cristina  Garcia
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10step Marketing Plan Cristina Garcia

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  • 1. 10 STEP Marketing plan for MAXICARE Cristina M. Garcia November 2010
  • 2. 5 steps for Part 1 Primary Target Market and Positioning Maxicare’s PTM are health-conscious individuals & corporations Who want to feel secure about their health Can choose Intellicare, Medicard, etc. Gap is all other brands promising the least expense for the best/most healthcare services Market size is P13.15 Billion. Maxicare niche is P5 Billion.
  • 3. 5 steps for Part 2 Maxicare Healthcare program Is priced higher than competitors Uses videos, print ads, sales agents, internet, mobile media Available in accredited hospitals, clinics, partner agencies nationwide Dependable, quality healthcare insurance that gives you peace of mind
  • 4. Primary Target Market and Positioning Maxicare’s PTM are health-conscious individuals & corporations Who want to feel secure about their health Can choose Intellicare, Medicard, etc. Gap is all other brands promising the least expense for the best/most healthcare services Market size is P13.15 Billion. Maxicare niche is P5 Billion.
  • 5. Marketing Mix and Strategy Maxicare Healthcard Priced higher than major competitors Multi-faceted advertising campaign Nationwide coverage The key to their resiliency is dependable, quality service
  • 6. 1. Primary Target Market (PTM) Individuals, Families, and the Industry Sector/Corporate Class A, B, and C Working Adults and their dependents 18-50 years old, M/F Single or Married Employed individuals and their dependents Want to maximize their premiums with the best healthcare services at least once a year
  • 7. 2. PTM’s Needs, Wants, and Demands
  • 8. 2. My PTM’s NWE Health-conscious individuals/corporations choose Maxicare for quality healthcare services you can depend upon They choose Maxicare over other healthcare providers because They want peace of mind They need to feel secure about their healthcare provider They expect the best services for the price
  • 9. 3.Industry Rivals Direct Indirect Barangay Health Centers, Local faith healers, non-affiliated private MDs Variables Accessibility, Price, Coverage, Services offered, partner Physicians
  • 10. Competitive Position Map Price/Coverage Minimal Average Wide High Price Low Price Maxicare Intellicare Caritas Phil Health
  • 11. 4.Maxicare positions itself as a dependable, quality healthcare innovator Maxicare is the only HMO That delivers healthcare services that people can rely on Members achieve peace of mind through quality healthcare Maxicare healthcare is money well spent = a good investment That makes healthcare accessible to all people = maxicare accredited clinics in malls Other brands focus on providing services for a cheaper price, sacrificing quality for quantity
  • 12. 5a. Market Share using company data 2 million plan holders
  • 13. 5a. Maxicare claims 25% share of a P6.77 billion market Maxicare Philippines data: P1.693 billion in revenues Maxicare claims market share of 25% Then total HMO market size is P6.77 billion Source: China Business Philippines http://chinabusinessphilippines.com/index.php?option=com_content&view=article&id=873:the-pink-of-health&catid=1:cover-feature&Itemid=
  • 14. 5b. Based on competitor data… http://www.tucp.org.ph/news/index.php/2010/08/the-rise-fall-of-hmos/ vs. Maxicare membership = 482,000
  • 15. 5c. Based on consumer (Hospital) data, total HMO market is P5.5 billion Taguiwalo and Banzon. 2007. Hospitals in F1: Introduction, lecture. Accessed from www. home.doh.gov.ph/nhsm/6thNHSM/docs/Day%25201/Hospitals%2520in%2520F1%2520at%2520NSM.ppt+maxicare+philippines+revenues&hl=en&pid=bl&srcid=
  • 16. 6a. HMO industry is dominated by 3 major brands
  • 17. 6b. Product description
  • 18. Maxicare Healthcare Corporation Formerly known as Philippine Health Care Providers, Inc. Established on June 30, 1987 by a group of medical doctors from Makati Medical Center Goal was to provide managed care for individuals through a comprehensive, prepaid group practice healthcare provider network Mission is to achieve peace of mind through quality care
  • 19. Maxicare Healthcare Program Out-Patient Care In-Patient Care Preventive Care Annual Check-up Emergency Care Special Benefits
  • 20. Out-Patient Care
  • 21. In-Patient Care
  • 22. Preventive Care
  • 23. Annual Check-up
  • 24. Emergency Care
  • 25. Dental Care
  • 26. 7. Price Fixed plans Customized plans through Quick plan computation
  • 27. 8a. Promo
  • 28. Maxicare uses various media to advertise and market their services Maxicare is up to date with the latest trends in accessing information
  • 29. 8b. Competitor Promo
  • 30. 9. Place
  • 31. 10. Maxicare provides Maximum Care Maxicare’s main strategy is to be the leader in healthcare services delivery to the working population and their dependents aged 18-50s Easy and up to date accessibility nationwide, through various routes Provides dependable, quality healthcare insurance for a premium price available in leading hospitals and clinics across the country and affiliated with some of the best doctors and allied health care professionals
  • 32. SUMMARY
  • 33. 5 steps for Part 1 Primary Target Market and Positioning Maxicare’s PTM are health-conscious individuals & corporations Who want to feel secure about their health Can choose Intellicare, Medicard, etc. Gap is all other brands promising the least expense for the best/most healthcare services Market size is P13.15 Billion. Maxicare niche is P5 Billion.
  • 34. 5 steps for Part 2 Maxicare Healthcare program Is priced higher than competitors Uses videos, print ads, sales agents, internet, mobile media Available in accredited hospitals, clinics, partner agencies nationwide Dependable, quality healthcare insurance that gives you peace of mind
  • 35. 10 STEP Marketing plan for MAXICARE Cristina M. Garcia November 2010