1. 10 Steps:
Marketing Plan
for Maxicare
Oliver Chan
Cristina Garcia
Rose Ann Palma
Ateneo Graduate School of Business
Ateneo School of Medicine and Public Health
10 January 2011
2. Maxicare’s
Primary
Target
Market
and
Posi5oning
1. Maxicare’s PTM are large and medium-sized
corporations with social class A, B, C employees.
2. Who want to feel secure of healthcare financing
and delivery.
3. Who have other options such as Intellicare,
Medicard, Philhealth
4. Gap is all other companies focus on savings.
5. Market size is P29.8 Billion. Maxicare niche is P5
Billion.
3. Maxicare’s
Marke5ng
Mix
and
Strategy
6.
Pre-‐paid
health
delivery
system.
7.
Maxicare
packages
are
priced
at
a
premium
of
10%
compared
to
other
HMOs
with
a
range
from
P8,000
–
P67,000
/
year.
8.
Uses
sales
agents,
doctors,
events,
Maxibears,
and
company
website.
9.
Available
naKonwide.
10.
Uses
a
best
in
service
approach
to
win.
4. Maxicare
PRIMARY
TARGET
MARKET
(PTM)
are
corpora5ons
• Large
corporaKons
(ex.
San
Miguel,
BDO,
Call
Centers)
who
take
care
of
their
workers
(execuKves,
managers,
regular
employees)
– 18-‐60
years
old
– Male
and
Female
– Class
A,
B,
C
– Single
or
Married
• Lifestyle:
Working
individuals,
employed
• Behavior:
Premium
healthcare
at
its
finest
5. Good
health
is
“wealth”
Being
healthy
makes
you
feel
beYer
about
yourself
Maxicare
makes
you
feel
secure
about
your
health/
access
to
healthcare
services
6. My
PTM’s
NWE
• CorporaKons
NEED
access
to
medicines
and
doctors
for
their
health
needs.
• CorporaKons
CHOOSE
Maxicare
because
they
want
an
equally,
or
even
more
successful
corporaKon
as
their
partner
in
healthcare
(reputaKon
and
credible
HMO).
– Maxicare
is
one
of
the
largest
HMO
in
the
country
=
small
chance
of
closing,
big
pool
of
clients
to
spread
and
minimize
risk,
naKonwide
coverage.
– CorporaKons
EXPECT
excellent
service
with
Maxicare.
They
expect
to
get
the
best
services
for
the
price
they
are
paying.
7.
Direct
and
Indirect
Compe5tors
• IntelliCare
Direct
• MEDICard
• Valuecare
• Other
HMOs
• PhilHealth
• albularyos/hilots
Indirect
• Internet
health
websites
• government
health
centers
•
small
private
clinics
• rice
P
• ackaging
P
• cope/coverage
S
Variables
• elivery
of
service
D
• eputation
R
• ccessibility
A
• artner
physicians
P
10. Maxicare
focuses
on
healthcare
at
its
finest.
Best
in
Product
/
Service
• Maxicare
is
priced
higher
than
its
rivals
and
did
not
follow
the
trend
of
sacrificing
services
to
offer
lower
prices.
• Some
insurance
companies
were
not
able
to
serve
clients
because
of
the
very
low
priced
rates
hence
had
to
close.
11. Based
on
compe5tor
data,
HMO
market
is
P10.5
B
industry
and
Maxicare’s
share
is
1.698
B
(16%
market
share)
12. Based
on
Maxicare
data,
where
Maxicare
share
is
25%,
total
market
size
is
P20
billion
• Maxicare
Data:
Membership
base
is
500,000
– *average
annual
fee
of
P13,058
– (500,000
*
P13,058
=
5
Billion)
• Maxicare
claims
market
share
of
25%
• Then
total
healthcare
market
size
is
5
billion
/
0.25
=
P20
billion.
13. Es5mate
market
size
using
customer
data
(Market
size
=
59
B)
Only
45%
have
insurance.
Filipinos
with
insurance
=
94
million
x
45%
=
42.3
million
Market
size
=
42.3
M
Filipinos
x
P1,400
=
59
billion
16. Product
Descrip5on
Plan
Type
PLATINUM
PLATINUM
GOLD
SILVER
PLUS
Room
and
Board
Accomoda5ons
Large
Regular
Regular
Semi
Private
Private
Private
Private
Maximum
Benefit
Limit
(Php)
P200,000
P150,000
P100,000
P60,000
22. Promo:
At
Present
• axicare
uses
various
M
media
to
advertise
and
market
their
services
• axicare
is
up
to
date
M
with
the
latest
trends
in
accessing
information
30. Maxicare
is
a
“Best
in
Healthcare
Service
Provider”
• Maxicare’s
main
strategy
is
to
provide
finest
healthcare
available
to
execuKves
and
employees
in
social
class
A,
B,
C,
aged
18
to
60
years
old.
• It
is
accessible
naKonwide
and
available
24/7
through
website,
hotline,
SMS.
• Has
an
excellent,
premium
priced
healthcare
insurance,
serviced
by
the
leading
hospitals
and
doctors
of
the
country.
31. Recommenda5ons
• More
aggressive
adverKsing
campaign
– Form
affiliaKons
with
popular
TV
shows
(Salamat
Doc)
– Sponsor
a
segment
in
the
show
– AdverKse
aimed
towards
the
PTM
– Asian
Wall
Street,
The
Economist, Business
secKon
of
newspapers
32. Recommenda5ons
• Tie-‐ups
with
lifestyle
insKtuKons
• Discounts
in
popular
gyms,
sports
clinics,
spas
and
salons
• Wellness
Package
• Fitness
First
+
Maxicare
• Bikram
Yoga
+
Maxicare
36. Maxicare’s
Primary
Target
Market
and
Posi5oning
1. Maxicare’s PTM are large and medium-sized
corporations with social class A, B, C employees.
2. Who want to feel secure of healthcare financing
and delivery.
3. Who have other options such as Intellicare,
Medicard, Philhealth
4. Gap is all other companies focus on savings.
5. Market size is P29.8 Billion. Maxicare niche is P5
Billion.
37. Maxicare’s
Marke5ng
Mix
and
Strategy
6.
Pre-‐paid
health
delivery
system.
7.
Maxicare
packages
are
priced
at
a
premium
of
10%
compared
to
other
HMOs
with
a
range
from
P8,000
–
P67,000
/
year.
8.
Uses
sales
agents,
doctors,
events,
Maxibears,
and
company
website.
9.
Available
naKonwide.
10.
Uses
a
best
in
service
approach
to
win.
38. 10 Steps:
Marketing Plan
for Maxicare
Oliver Chan
Cristina Garcia
Rose Ann Palma
Ateneo Graduate School of Business
Ateneo School of Medicine and Public Health
10 January 2011
