The document outlines a 10-step marketing initiative for universal health coverage in the Philippines. It begins by noting that the majority of Filipinos lack health insurance and are unable to afford healthcare costs. While the government program PhilHealth aims for universal coverage, less than 20% of people have continuous coverage currently. The proposed product is "The Middle Man" which would bridge PhilHealth and the people by outsourcing PhilHealth's marketing and aiming to increase enrollment. The first step is to identify key stakeholders like PhilHealth and the Filipino people, and understand their needs, wants and demands regarding healthcare coverage and costs.

1. Universal CoverageA 10 Step Marketing InitiativeMarketing ManagementAlfonso Gabriel A. Vega

2. Health in the PhilippinesLifestyle and infectious diseaseMajor public concern that is underappreciatedMajority of Filipinos fall below the poverty lineSustenance livingUnable to pay for the health services they need

3. Health Insurance in the PhilippinesHealth expenditure predominantly out-of-pocketPhilHealth unable to shoulder all costsNo universal coverage

4. Health insurance facts<20% have full, continuous health coveragePeople don’t see the importance of coverageMisinformation˜

5. Product: The Middle ManBridge between the government and the peopleOutsourcing marketing of PhilhealthAim of universal health coverage

6. Step 1: Identifying the Primary Market

7. StakeholdersPhilhealthGoal of 100% coverageDecreasing OOP expenditures for every FilipinoFilipinosRisk stratificationPrimary target marketAddressing health misconceptionsOther HMOsRole in the driving up healthcare costs

8. What they need, want, demand

9. PhilhealthWants: connect to the people Needs/Demands: universal healthcare coverage; hatch an information campaign that is successful in disseminating its message to people of various socioeconomic classes

10. Filipino PeopleWantsBetter informed about benefitsNeed/DemandsBring down the cost of healthcareBetter healthcare provision

11. Health Maintenance OrganizationsNeedsCover more peopleWants/Demands

12. Competition and Competitive Position Map

13. CompetitionDirectHMOs- means of paying the premium; higher socioeconomic classesLocal government insurance- localized version of Philhealth targeting the lower socioeconomic classes

14. Indirect CompetitionService may be similar to some already existing programs of local government unitsPublic perceptionHurdle to knowledge dissemination

15. Product MappingHMOsLevel of servicePricePhilhealthbefore Middle ManPhilhealth with Middle ManQuality

16. Gap Positioning StatementNow and what needs to be doneImportance of 100% coverageLowering health care costsBetter profiling and stratification of clientsDesigning better packagesBeing in touch with the people

17. Market SizeWhole Filipino populationSpecifically focusing on >80% who actually have little to no health insurance coverage

18. The ProductThe Middle ManBreaking barriers between government agencies and the peopleForm of BPOFocusing more on exploiting certain characteristics of the particular situation and using it as a competitive advantage

19. PromotionsCollaborations with:LGUsNGOsExisting government agencies for sources of informationHospitals as partners in healtchare information dissemination and program involvementPrint and agency advertising

20. Turning a Profit

21. Earning RevenuesPossible options:Commissions for every person enrolled into the programIncreasing premiums to cover additional costs of operationsPro-bono effort from non-government organizations that share the same mission/vision

22. The Place

23. Our Strategic locationShould be located in a catchment area with the least coverageTie-ups with various tertiary government hospitals that cater to the lower socioeconomic classesExposure through print, and TV

24. Strategy to winConnecting to the people who need our service the mostGet the message across that our aim is to lower down the cost of healthcare for everyoneFocus on the educating and informing out target population

26. Universal CoverageA 10 Step Marketing InitiativeMarketing ManagementAlfonso Gabriel A. Vega