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Individual marketing plan_pam_uy Individual marketing plan_pam_uy Presentation Transcript

  • 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
    • Qualified Dependents
    • 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 5-PhilHealth’s Market
  • Step 5-PhilHealth’s Market
  • Step 5-PhilHealth’s Market
  • The Marketing Mix Strategy
    Part 2
    Step 6 to 10
  • Step 6- Product
    PhilHealthInsurance
    Private HMOs
    (e.g. Medicard)
  • 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
  • Competitor Promo
  • 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