This document outlines a 10 step marketing plan for an NGO called KapitKamaysaKalusugan that aims to serve as an intermediary between the Filipino public and PhilHealth. The plan identifies the target market as low income Filipino families, analyzes their needs and the gaps in current PhilHealth coverage. It then proposes a product offering customized PhilHealth packages and assistance applying. Promotional strategies include word of mouth, media, and health centers. Pricing involves an additional 20% fee on premiums. Places for promotion include health centers, hospitals, and malls near target communities. The winning strategy focuses on improving PhilHealth access and education around available benefits.

1. 10 Step Marketing Plan forKapitKamaysaKalusuganA Service-oriented NGO for the PhilHealth Indigent ProgramAngustia, Ayes, Co, Tumibay, Vega

2. Health in the PhilippinesMajority of health expenses are out of pocket expenses26.9% of Filipino families fall below the national poverty line.Double-burden disease: infectious and lifestyle diseases

3. Health Insurance SystemsPrimarily PhilHealthLGU subsidies for residents (i.e. PCGH)Health card service providers

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

5. Current PhilHealth Issues*Information management systemsRequirements unclear for enrollees

6. Too much time spent explaining processesPoor Turnaround timeAccessibilityCompliancePerformance Indicators*Based on US-AID policy unit report Del. No. 28 dated June 30, 2005, available at http://erc.msh.org/LEAD_CD/D_Partnership_Arrangements/PhilHealth_Operational_Issues.pdf

7. The San Isidro ModelLGU fund reallocation towards healthEnrollment of constituents in PhilHealth programPrioritization of health projectsPromotion of health-oriented topics to constituents

8. Proposal: The ProductService Provision for Phil Health“middle” group to reach the gap between the Filipino PUBLIC and Phil HealthA marketing firm focused on “marketing” Phil Health and “selling” the idea to the public

9. Step 1:The Primary Target Market

10. Step 1: Primary Target MarketThe Filipino FamilyThe “seniorcitizens”The mothersThe youthThe breadwinners

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

12. Low cost health services but with good qualityFaster service minus the hasslesStep 2: Needs, Wants, and Demands of the new-age Filipinos

13. Types of Indigent PatientsKa-Freddy - the workerAling Mila - the single mother with childrenMang Caloy - the elderly retiredTenten & Myrna - the young unemployed

14. “Ka-Freddy”Desires Job security - steady incomeBlue-collar jobs - constant threat to healthImmediate return to workforce after treatment

15. “Aling Mila”Desires Family security and stabilityJuggles supporting self and householdImportance of prevention of illness“Bawal ako magkasakit”

16. “Mang Caloy”Desires disease-free retirement with partnerPartner’s health usually precedes their ownImportance of minimizing impact of illness

17. Tenten & MyrnaDesires personal stability in raising a childProblems with stable income and educationUsually reluctant to seek aid

18. Step 2:Needs, Wants, and Demands of the PTM

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

20. PhilHealthNeedsIncrease IP enrolment rates (Goal of PhilHealth: Universal Coverage by 20__)WantsMore streamlined processDemandsActive participation of clients in health care

21. Step 3:Competition and Competitive Position Map

22. Direct CompetitionOther Health Care Insurance (HMO) ProvidersTarget:Salary earners

23. Hospital based, usually tertiary

24. Stratified capitationIndirect Competition“Sulit Cards”TargetIndigents with little/no money for medicines/services

25. LimitedCompetitive Position MapPrivate HMOsLocal Government Health SubsidiesPRICEKKKRHUsSERVICE QUALITY

26. Step 4:The Gap - Positioning Statement

27. 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

28. THE GAP: Where is the Marketing Opportunity?What needs are not being addressed?A streamlined processLesser paperwork/steps Faster and efficient applicationUnique selling pointEfficient service

29. Step 5:Market Size

30. Philhealth = 85% national coverage4.6 Million Filipino families are poor (26.9%) (2005)3C PerspectiveCLASS ABC35%CLASSD69%82%CLASS E

31. Step 6:The Product

32. A Bridge to Health CareThe missing link to between the Public and Phil HealthMarket/advertise Phil Health to the public and at the same time EDUCATE them on importance of health and foresightCreate venues for effective information dissemination and learning

33. Health Management made AccessibleHMO intermediary between patient and PhilHealthPersonal assistance in completion of PhilHealth requirementsAssurance of premium paymentPersonalization of health benefits specific to their needs

34. For Ka-Freddy...Monthly wellness check-upCoverage for dependentsRehabilitation coverage for injuriesProcessing for PhilHealth coverage and company requirements

35. For Aling Mila...Coverage for dependentsMonthly wellness check-up, including maternity check-upMaternal screening packagesImmunization packages

36. For Mang Caloy...Monthly wellness check-upYearly executive check-upCoverage for maintenance medications

37. For Tenten & Myrna...Maternity wellness packageBreastfeeding education programsProcurement of pre-employment clearanceQuarterly wellness check-ups

38. Step 7:Promotions

39. Step 7: Promoting the Product Word of mouth (doctors)

40. Mass media (internet, cellphones)

41. Health centers (posters, pamphlets)Step 8:The Price

42. Additional 20% on the premium for convenience, efficiency, personalized health care packages Prices

43. Step 9:The Place

44. 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

45. Kiosks near bayad centersHealth centers HospitalsMallsOfficesSpecifically

46. Step 10:The Winning Strategy