Group Marketing Plan


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Group Marketing Plan

  1. 1. 10 Step Marketing Plan forKapitKamaysaKalusugan<br />A Service-oriented NGO for the PhilHealth Indigent Program<br />Angustia, Ayes, Co, Tumibay, Vega<br />
  2. 2. Health in the Philippines<br />Majority of health expenses are out of pocket expenses<br />26.9% of Filipino families fall below the national poverty line.<br />Double-burden disease: infectious and lifestyle diseases<br />
  3. 3. Health Insurance Systems<br />Primarily PhilHealth<br />LGU subsidies for residents (i.e. PCGH)<br />Health card service providers<br />
  4. 4. Health Insurance in the Philippines<br />Health expenditure predominantly out-of-pocket<br />PhilHealth unable to shoulder all costs<br />No universal coverage<br />
  5. 5. Current PhilHealth Issues*<br />Information management systems<br /><ul><li>Requirements unclear for enrollees
  6. 6. Too much time spent explaining processes</li></ul>Poor Turnaround time<br />Accessibility<br />Compliance<br />Performance Indicators<br />*Based on US-AID policy unit report Del. No. 28 dated June 30, 2005, available at <br /><br />
  7. 7. The San Isidro Model<br />LGU fund reallocation towards health<br />Enrollment of constituents in PhilHealth program<br />Prioritization of health projects<br />Promotion of health-oriented topics to constituents<br />
  8. 8. Proposal: The Product<br />Service Provision for Phil Health<br />“middle” group to reach the gap between the Filipino PUBLIC and Phil Health<br />A marketing firm focused on “marketing” Phil Health and “selling” the idea to the public<br />
  9. 9. Step 1:The Primary Target Market<br />
  10. 10. Step 1: Primary Target MarketThe Filipino Family<br />The “senior<br />citizens”<br />The mothers<br />The youth<br />The breadwinners<br />
  11. 11. Stakeholders<br />Philhealth<br />Goal of 100% coverage<br />Decreasing OOP expenditures for every Filipino<br />Filipinos<br />Risk stratification<br />Primary target market<br />Addressing health misconceptions<br />Privately operated HMOs<br />Role in the driving up healthcare costs<br />
  12. 12. Low cost health services but with good quality<br />Faster service minus the hassles<br />Step 2: Needs, Wants, and Demands of the new-age Filipinos<br />
  13. 13. Types of Indigent Patients<br />Ka-Freddy - the worker<br />Aling Mila - the single mother with children<br />Mang Caloy - the elderly retired<br />Tenten & Myrna - the young unemployed<br />
  14. 14. “Ka-Freddy”<br />Desires Job security - steady income<br />Blue-collar jobs - constant threat to health<br />Immediate return to workforce after treatment<br />
  15. 15. “Aling Mila”<br />Desires Family security and stability<br />Juggles supporting self and household<br />Importance of prevention of illness<br />“Bawal ako magkasakit”<br />
  16. 16. “Mang Caloy”<br />Desires disease-free retirement with partner<br />Partner’s health usually precedes their own<br />Importance of minimizing impact of illness<br />
  17. 17. Tenten & Myrna<br />Desires personal stability in raising a child<br />Problems with stable income and education<br />Usually reluctant to seek aid<br />
  18. 18. Step 2:Needs, Wants, and Demands of the PTM<br />
  19. 19. Filipino People<br />Wants<br />Better informed about benefits<br />Need/Demands<br />Bring down the cost of healthcare<br />Better healthcare provision<br />
  20. 20. PhilHealth<br />Needs<br />Increase IP enrolment rates (Goal of PhilHealth: Universal Coverage by 20__)<br />Wants<br />More streamlined process<br />Demands<br />Active participation of clients in health care<br />
  21. 21. Step 3:Competition and Competitive Position Map<br />
  22. 22. Direct Competition<br />Other Health Care Insurance (HMO) Providers<br />Target:<br /><ul><li>Salary earners
  23. 23. Hospital based, usually tertiary
  24. 24. Stratified capitation</li></li></ul><li>Indirect Competition<br />“Sulit Cards”<br />Target<br /><ul><li>Indigents with little/no money for medicines/services
  25. 25. Limited</li></li></ul><li>Competitive Position Map<br />Private HMOs<br />Local Government Health Subsidies<br />PRICE<br />KKK<br />RHUs<br />SERVICE QUALITY<br />
  26. 26. Step 4:The Gap - Positioning Statement<br />
  27. 27. Gap Positioning Statement<br />Now and what needs to be done<br />Importance of 100% coverage<br />Lowering health care costs<br />Better profiling and stratification of clients<br />Designing better packages<br />Being in touch with the people <br />
  28. 28. THE GAP: Where is the Marketing Opportunity?<br />What needs are not being addressed?<br />A streamlined process<br />Lesser paperwork/steps <br />Faster and efficient application<br />Unique selling point<br />Efficient service<br />
  29. 29. Step 5:Market Size<br />
  30. 30. Philhealth = 85% national coverage<br />4.6 Million Filipino families are poor (26.9%) (2005)<br />3C Perspective<br />CLASS ABC<br />35%<br />CLASSD<br />69%<br />82%<br />CLASS E<br />
  31. 31. Step 6:The Product<br />
  32. 32. A Bridge to Health Care<br />The missing link to between the Public and Phil Health<br />Market/advertise Phil Health to the public and at the same time EDUCATE them on importance of health and foresight<br />Create venues for effective information dissemination and learning<br />
  33. 33. Health Management made Accessible<br />HMO intermediary between patient and PhilHealth<br />Personal assistance in completion of PhilHealth requirements<br />Assurance of premium payment<br />Personalization of health benefits specific to their needs<br />
  34. 34. For Ka-Freddy...<br />Monthly wellness check-up<br />Coverage for dependents<br />Rehabilitation coverage for injuries<br />Processing for PhilHealth coverage and company requirements<br />
  35. 35. For Aling Mila...<br />Coverage for dependents<br />Monthly wellness check-up, including maternity check-up<br />Maternal screening packages<br />Immunization packages<br />
  36. 36. For Mang Caloy...<br />Monthly wellness check-up<br />Yearly executive check-up<br />Coverage for maintenance medications<br />
  37. 37. For Tenten & Myrna...<br />Maternity wellness package<br />Breastfeeding education programs<br />Procurement of pre-employment clearance<br />Quarterly wellness check-ups<br />
  38. 38. Step 7:Promotions<br />
  39. 39. Step 7: Promoting the Product<br /><ul><li> Word of mouth (doctors)
  40. 40. Mass media (internet, cellphones)
  41. 41. Health centers (posters, pamphlets)</li></li></ul><li>Step 8:The Price<br />
  42. 42. Additional 20% on the premium for convenience, efficiency, personalized health care packages<br /> Prices<br />
  43. 43. Step 9:The Place<br />
  44. 44. Our Strategic location<br />Should be located in a catchment area with the least coverage<br />Tie-ups with various tertiary government hospitals that cater to the lower socioeconomic classes<br />Exposure through print, and TV<br />
  45. 45. Kiosks near bayad centers<br />Health centers <br />Hospitals<br />Malls<br />Offices<br />Specifically<br />
  46. 46. Step 10:The Winning Strategy<br />
  47. 47. The Winning Strategy<br />Goal: Improve PhilHealth coverage and access to its benefits<br />Focus on core weakness of PhilHealth processes<br /><ul><li>Patients don’t know their benefits
  48. 48. They don’t know HOW to obtain their benefits
  49. 49. They can’t allocate their healthcare budget on what’s most important to them</li></ul>Forward accessibility of services<br />
  50. 50. Customized packages at a low price <br />Provide convenience and efficiency <br />Newborn health care<br />Emergency health care<br />Wellness Check-ups<br />
  51. 51. 10 Step Marketing Plan forKapitKamaysaKalusugan<br />A Service-oriented NGO for the PhilHealth Indigent Program<br />Angustia, Ayes, Co, Tumibay, Vega<br />