10 Step Marketing Plan for Prof De Ungria Marketing Class

1. 1
10 STEP
Marketing Plan for Project Sisa
Miguel Manuel B. Torrijos
YL8 ASMPH
August 22, 2015
www.projectsisa.com

2. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

3. 1. Mental Health Patients
 Demographics 21 – 55 year old, Males and
Females, Class A and B, any marital status
 Individuals who are recovering from
psychological diseases and who are
undergoing psychotherapy and medications
 Individuals who are in need of financial aid for
mental health treatment

4. 2. Mental Health Patients
who need treatment
Self-Actualization Needs
Wants to get better
Demands for treatment amidst financial
constraint

5. Describe your PTM needs
5
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler

6. 2. Mental Health Patients
needs long term therapy
Needs Self-Actualization needs and Safety needs
Wants: The reassurance that they can get better amidst
lack of finance
Demands: better quality of life and alleviation from
mental illness

7. 3a. As many as 67% of those
diagnosed mentally ill cannot
afford medication*
 List of Competitors products/ brands
 Currently there are no private sector
agencies funding mental health projects
 NHIC and PSCO only financially cover for
a few of the more common mental health
diseases
 Government funding sources DO NOT
cover psychotherapy sessions
*http://www2.doh.gov.ph/noh2007/NOHWeb32/NOHperSubj/Chap4/MentalHMD.pdf

8.  The American Psychiatric Association
recommends psychotherapy as part of
many of the clinical practice guidelines
in treating majority of the common
psych disorders (APA, 2004)
 More than 50% of patients with mental
illness cannot afford psychotherapy
treatment (WHO, 2012)
4. Mental health patients
NEED psychotherapy

9.  According to a study by Brunner (2001),
majority of caretaker burnout is
secondary to lack of financial support
4. Family and Financial
Support
* http://in2mentalhealth.com/2011/06/23/50-mental-health-

10. 5a. Money for Mental Health

11. 5a. No one pays for mental
health
 Only classes A and B usual seek mental
health consults
 Families do not understand the gravity of the
mental health disease
 Many of those who are sick do not know they
are sick and would not effort to raise funds

12. 5b. In the year 2012, 0.08% of
the population were
diagnosed to be mentally sick
1. Almost 80 million individuals have
been mentally ill
2. No other private source of mental
health funding

13. 5c. Many people are in need
of treatment
 Almost 67% of those diagnosed with mental
diseases cannot afford the recommended
treatment
 0.08% the population are diagnosed with
mental health conditions that need long term
psychotherapy and medication
 Almost 53M patients are in need financial aid
for psychotherapy and medication

14. 5c. Many people are in need
of treatment
 If 53M individuals need treatment  35k per
individual estimated lifetime cost of treatment
 Almost 1.8B pesos is needed to have
everyone treated

15. 6a. Project Sisa
LOGO: 3 persons
supporting each other with
the person in the center
being a different color –
represents the importance
of community support

16. 6a. Health Insurance; sources
of funding

17. 6b. Project Sisa
Project Sisa

18.  Community based private health
insurance organization that caters to
individuals and families who need help
paying for psychiatric treatment
 Advocates for mental health for all
through health financing
6b. Project Sisa

19. 7. Price
 NGO and Advocacy Organization
 Currently no other organization in the
same industry
 Crowd Funding for Mental Health
 Actively advocates and seeks donors from
interested parties

20. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
1
1
2

21. 8a. Your products
Promotions
 Mass Marketing
 Using social media platforms like Facebook to
advertise the organization
 We will be conducting lectures to employees of
stakeholder companies like pharmaceutical
companies
 Personal Marketing
 We will be approaching established mental
health facilities and promoting our organization

22. 8a. Your products
Promotions

23. 8a. Samples of Promo
Promo emphasizes the
need for personal-social
support

24. 8b. Competitor promo
Competition would be not getting treatment or spending funds
on other health issues not related to mental health – we are
competition with behavior, not another business entity

25. 9. Place
 Where is your product available?
 Online, Social Media
 Headquarters in Maginhawa, QC

26. 1. Those who have psychiatric illness
2. Who need long term therapy
3. 67% cannot afford long term therapy
4. But these patients need therapy
5. No private health insurance for mental
health
SUMMARY

27. 6. PROJECT SISA: Crowd Funding for Mental
Health
7. Competition: Behavior of Non-Treatment
Other health insurance companies
8. Personal Marketing
9. Within Metro manila
10. Low Cost Strategy
SUMMARY

28. 10. What is the generic
winning strategy?
Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
 Niche

29. 29
Project Sisa
Looking for ways to provide
Universal Mental Health Coverage