1 10 StepMarketing Plan for PHILHEALTH Individually Paying Program Pamela Ann M. Uy Ateneo School of Medicine and Public Health November 2010
5 Steps for Part 1 (PTM and Positioning) PTM: Medical Students NWE: Good health, safety and security, community’s health status, achievement, fullest potential Competitors: HMOs Opportunity: Affordability Primary Target Market: Medical students in the country
5 Steps for Part 2 (Marketing Mix and Strategy) Product: PhilHealthInsurance Price: Php100/month Promo: Campaign, booths, posters, emails, coordination with administration of medical schools Place: Medical schools Generic Winning Strategy of Mix: Affordability, accessible, Accountability and Transparency
Positioning to the Primary Target Market Part 1 Steps 1 to 5
Step 1- Primary Target Market Medical Students Demographics: 20-30 years old, M/F, social class ABC Lifestyle: Students who can afford to pay the P100 for the monthly fee Behavior: High health seeking behavior, values importance of preventive medicine
Step 1- Primary Target Market The market of the medical students in the country has yet to be explored by the PhilHealth’s Individually Paying Program. Potential increase in enrollment and collection for PhilHealth’s Individually Paying Program There are about 25 medical schools which are accredited by the Association of Philippine Medical Colleges.
Step 2- Medical Students NWE:Maslow's Hierarchy of Needs Medical students want to reach their fullest potential and become the best doctors in the future Medical students want the sense of achievement they receive when treating patients Medical students want to take part in improving the community’s health status Medical Students need safety and security during an illness emotionally and financially Medical students want good health
Step 2- Needs, Wants and Demands of the Primary Target Market Medical Students need safety and security during an illness PhilHealth benefits include: Inpatient coverage: PhilHealth provides subsidy for room and board, drugs and medicines, laboratories, operating room and professional fees for confinements of not less than 24 hours. Outpatient coverage: Day surgeries, dialysis and cancer treatment procedures such as chemotheraphy and radiotheraphy in accredited hospitals and free-standing clinics.
Step 2- Needs, Wants and Demands of the Primary Target Market Medical Students want an easy and direct access when applying for PhilHealth's Individually Paying Membership
Step 3- PhilHealth Competitors Direct: Health Maintenance Organizations (HMO), Philippine Charity Sweepstakes Office (PCSO) Indirect: Out of pocket payments of hospital expenses Variables: Health seeking behavior of medical students PhilHealth awareness among medical students Availability and accessibility of application and payments
Position Map: Price vs Benefits
Step 4- Opportunity
Affordable premium: Php100/month
Health insurance premiums are remitted voluntarily at any accredited payments centers on a quarterly, semi-annual or annual basis
Legal spouse (non-member or membership is inactive)
Child/ren - legitimate, legitimated, acknowledged and illegitimate (as appearing in birth certificate) adopted or step below 21 years of age, unmarried and unemployed. Also covered are child/ren 21 years old or above but suffering from congenital disability, either physical or mental, or any disability acquired that renders them totally dependent on the member for support.
Parents (non-members or membership is inactive) who are 60 years old, including stepparents (biological parents already deceased) and adoptive parents (with adoption papers).
Step 6- Product Network of more than 240 hospitals and approximately 3000 doctors and dentists nationwide.
Step 7- Price The PhilHealth insurance premium costs Php100/month which is payable quarterly, semi-annually or annually
Step 8- Promotion Medical School Campuses campaign PhilHealth booths during enrollments Posters, emails, coordination with administration of medical schools Access information which is available at http://www.philhealth.gov.ph
Step 9- Place Medical Schools in the country
Accredited Collecting Agents
Step 10- PhilHealth’s Winning Strategy Affordable premium Easy access for payment Nationwide coverage Leads and drives the health system reforms in the country Honor, Accountability and TransparencyWe are the custodians of public coffers and we owe it to the people to keep the program afloat for future generations Health for AllWe aim for universal coverage. Right now, we cover eight out of every ten Filipinos, and we aspire to sustain this coverage in the long-term