Phic marketing cabreros liwanag-miranda-uy-p

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  • 1. CF Cabreros, HJ Liwanag, JJ Miranda, R Macapinlac, P Uy Ateneo School of Medicine and Public Health January 2011 10 STEP Marketing Plan for PhilHealth’s Individually Paying Program (IPP)
  • 2. 5 Steps for Part 1 (PTM and Positioning) PhilHealth’s IPP PTM are med students Who will become “Doctors of the Future” Can choose private HMOs or depend on parents and other sources Niche and captive market opportunity Market size is potentially large!
  • 3. 5 Steps for Part 2 (Marketing Mix & Strategy) Social health insurance coverage Is only PhP100 per month Campus campaign and use of enrolment periods Ease of continuing membership What are the generic winning strategies?
  • 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 5. 1. PhilHealth’s IPP PTM are med students Demographics (20-30, M/F, social class ABC, single or married) Lifestyle (studying, training to be future doctors, higher than average daily allowance ) Behavior ( high health seeking behavior, values importance of preventive medicine )
  • 6. 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 IPP There are about 25 medical schools which are accredited by the Association of Philippine Medical Colleges. 1. PhilHealth’s IPP PTM are med students
  • 7. ASMPH students: Think big, start small: market within our own backyard then venture beyond 1. PhilHealth’s IPP PTM are med students
  • 8. Positioning ASMPH students: untapped market to increase IPP member enrolment Current market size is about 500 students, with growth rate of 150 students per year. Assumption: There are no PhilHealth members yet in ASMPH This represents 0.002% of the remaining 20M Filipinos who are not yet covered by PhilHealth; P600,000 initial collection with P180,000 annual growth increment
  • 9. Maslow’s Hierarchy of Needs I cannot even move up the triangle without fulfilling the most basic need of all: health ASMPH Students, in the spirit of cura personalis , want to be the best they could be, biopsychosocially
  • 10. 2. To Be Doctors of the Future Med students need To be healthy, to fulfill basic physiological needs Med students choose PhilHealth first before HMOs because it is the most affordable given their capacity to pay Med students expect a certain level of health and financial protection when they are members of PhilHealth
  • 11. 3a. PhilHealth’s Competitors Direct: None. PhilHealth is the country’s national social health insurance program. Indirect: Private HMOs, Indemnity Life and Non-Life Health Insurance, LGUs, government entities (e.g. PCSO, DSWD, cooperative or community health insurance, employer-based and private schools’ health programs); Coverage c/o parents’ insurance policies, out-of-pocket payments
  • 12. 3a. PhilHealth’s Competitors Variables: Feeling of invincibility at age 20s Health-seeking behavior of ASMPH students Attractiveness of PhilHealth benefits Convenience of payments Public perception of PhilHealth (e.g. PhilHealth pang-masa vs. HMO elitista, sosyal ; PhilHealth as political tool …)
  • 13. Position Map PhilHealth Benefits vs. Cost of Membership/Premium Nationwide Coverage vs. Selected Healthcare Providers only
  • 14. PhilHealth has the cheapest cost for the benefits it provides Price vs. Benefits Matrix Price/Benefits Matrix Basic Health Coverage Comprehensive Health Coverage High Price HMOs Low Price PhilHealth
  • 15. PhilHealth is affordable and provides basic coverage PRICE/ BENEFITS Hospitalization/ Drugs/ Diagnostics Outpatient Benefits Other services e.g. dental/ hospice care P100/ month; regardless of health status > P500/ month (e.g. HMOs); based on risk profiling
  • 16. PhilHealth: We’re around when needed most… COVERAGE / SERVICE UNITS Accredited Healthcare Providers Payment Collection System NATIONWIDE Selected healthcare providers only; HMO service areas only
  • 17. PhilHealth: We’re around when needed most… Network of more than 240 hospitals and approximately 3000 doctors and dentists nationwide.
  • 18. 4a. PhilHealth’s niche opportunity as a Social Health Insurance Program Pro-Filipino and with legal mandate: RA 7875 Low, affordable premium : quarterly premium of P300.00 Whole family coverage Does not penalize the sick : same premium regardless of health status Has accreditation system for quality assurance With nationwide coverage Six top reasons to enroll in PhilHealth . MIND YOUR BODY By Willie T. Ong, MD (The Philippine Star). November 23, 2010.
  • 19. 4b. PhilHealth positions strongly in a “captive market” opportunity The PhilHealth Individually-Paying Program (IPP) can target medical students who: Need some form of health insurance coverage given their rigid training That they can avail at a very affordable cost And sustain through ease of monthly payments (e.g. via text) “ Captive Market” because enrolments as the venue for availing membership.
  • 20. 5a. Based on PhilHealth data, the potential remains very large!
  • 21. 5a. Based on PhilHealth data, the potential remains very large!
  • 22. 5a. Based on PhilHealth data, the potential remains very large! PhilHealth data: only 22% of the potential market for IPP has been tapped. This corresponds to about P920 million in premium collections as of June 2010.
  • 23. 5a. Based on PhilHealth data, the potential remains very large! Stats & Charts PHILIPPINE HEALTH INSURANCE CORPORATION First Semester 2010
  • 24. 5b. Based on latest NSO data, the potential PhilHealth IPP market includes 16M people!
  • 25. The Marketing Mix Strategy Part 2 Steps 6 to 10
  • 26. 6a. The HMO industry is dominated by PhilHealth, with small independent “others”
  • 27. 6. PhilHealth vs. Competitors (e.g. HMOs) Health Policy Notes. Volume 5: Issue 2 (July 2009). Department of Health, Manila, Philippines Caters to all socioeconomic classes; low, affordable premium Mostly upper middle class, formally employed sector; higher premiums 76% coverage of national population (as of 2008) Around 25 HMOs cover 3M Filipinos Primary health insurance Wrap-around insurance: PhilHealth-first-then-HMO coverage Standardized accreditation system Individual accreditation systems Uses solidarity principle of a single, national risk pool Fragmented risk pools; uses risk profiling Nationwide distribution of accredited healthcare providers Limited network of healthcare providers Nationwide access points/payment centers Limited payment centers
  • 28. 6b. Product Description The IPP is open to self-practicing professionals, self-employed individuals (including medical students) Health insurance premiums are remitted voluntarily at any accredited payments centers on a quarterly, semi-annual or annual basis.
  • 29. In-Patient Coverage : Subsidy for room and board, drugs and medicines, laboratories, operating room and professional fees for confinements of not less than 24 hours. Out-Patient Coverage : Day surgeries, dialysis and cancer treatment procedures such as chemotherapy and radiotherapy in accredited hospitals and free-standing clinics. Special benefit packages : Coverage for up to the fourth normal delivery Newborn Care Package TB treatment through DOTS SARS and Avian Influenza Package Influenza A (H1N1) Package 6b. Product Description http://www.philhealth.gov.ph/members/individually_paying/benefits.htm
  • 30. 7. Price of only P100/month!
  • 31. 8a. Promotion www.philhealth.gov.ph
  • 32. 8a. Promotion ASMPH Campus-wide campaign Flyers, posters, room-to-room campaign, events, administration and faculty endorsements, e-groups Access points: kiosks or booths in the campus during enrolment period and school events PhilHealth tie-up with ASMPH Administration
  • 33. 8a. Promotion Eventually, a model for other medical schools to follow!
  • 34. 8b. Competitors’ Promo
  • 35. 8b. Competitors’ Promo Philam Care Health Systems is the country’s leading multi-service Health Maintenance Organization (HMO) that provides preventive & curative healthcare services & hospitalization benefits to over 300,000 members nationwide. Limited coverage Higher premiums Stringent requirements Tailored programs
  • 36. 9. Place – Ease of continuing membership
  • 37. 9. Place – Ease of continuing membership
  • 38. 10. What are the generic winning strategies? Captive Market! Low cost producer P100 per month Bringing PhilHealth to the students PhilHealth booth during enrolment Easy payment Via text
  • 39. An appeal to the Principle of Solidarity 10. What are the generic winning strategies?
  • 40. Summary
  • 41. 5 Steps for Part 1 (PTM and Positioning) PhilHealth’s IPP PTM are med students Who will become “Doctors of the Future” Can choose private HMOs or depend on parents and other sources Niche and captive market opportunity Market size is potentially large!
  • 42. 5 Steps for Part 2 (Marketing Mix & Strategy) Social health insurance coverage Is only PhP100 per month Campus campaign and use of enrolment periods Ease of continuing membership What are the generic winning strategies?
  • 43. CF Cabreros, HJ Liwanag, JJ Miranda, R Macapinlac, P Uy Ateneo School of Medicine and Public Health January 2011 10 STEP Marketing Plan for PhilHealth’s Individually Paying Program (IPP)