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Marketing plan
- 1. 10-Step Marketing Plan Kapit-Kamaysa Kalusugan (KKK) Health Management System Marc Edsel C. Ayes Marketing Management November 30, 2010
- 2. Health Insurance Systems • PrimarilyPhilHealth • LGU subsidies for residents (i.e. PCGH) • Health card service providers
- 3. The San IsidroModel • LGU fund reallocation towards health • Enrollment of constituents in PhilHealth program • Prioritization of health projects • Promotion of health-oriented topics to constituents
- 4. Current PhilHealth Issues* • Informationmanagement systems - Requirements unclear for enrollees - Too much time spent explaining processes • Poor Turnaround time • Accessibility • Compliance • Performance 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
- 5. Proposal:The Product • Inter-mediationbetween Indigent Patients and PhilHealth Services • Streamline processes for patients • Create Health Agendas for selected groups of indigents
- 6. Step 1: The PrimaryTarget Market
- 7. Stakeholders • PhilHealth • Indigentpatients - Poor understanding of PhilHealth policies - Inadequate access to information - Non-utilization of PhilHealth benefits - Fail to see merits of health insurance
- 8. Current PhilHealth Issues* • Informationmanagement systems - Requirements unclear for enrollees - Too much time spent explaining processes • Poor Turnaround time • Accessibility • Compliance • Performance 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
- 9. Step 2: Needs,Wants, and Demandsof the PTM
- 10. Types of Indigent Patients •Ka-Freddy - the worker • Aling Mila - the single mother with children • Mang Caloy - the elderly retired • Tenten & Myrna - the young unemployed
- 11. “Ka-Freddy” • Desires Jobsecurity - steady income • Blue-collar jobs - constant threat to health • Immediate return to workforce after treatment
- 12. “Aling Mila” • DesiresFamily security and stability • Juggles supporting self and household • Importance of prevention of illness • “Bawal ako magkasakit”
- 13. “Mang Caloy” • Desiresdisease-free retirement with partner • Partner’s health usually precedes their own • Importance of minimizing impact of illness
- 14. Tenten & Myrna •Desires personal stability in raising a child • Problems with stable income and education • Usually reluctant to seek aid
- 15. Step 3: Competition and CompetitivePosition Map
- 16. Direct Competition • OtherHealth Care Insurance (HMO) Providers • Target: - Salary earners - Hospital based, usually tertiary - Stratified capitation
- 17. Indirect Competition • “SulitCards” • Target - Indigents with little/no money for medicines/services - Limited
- 18. PhilHealthPhilHealth Price Service Quality HMO ServicesHMOServices MaxicaMaxica rere MEDIcarMEDIcar dd MedSeMedSe rvrv KKKKKK
- 19. Step 4: The Gap- Positioning Statement
- 20. “A Health-Coach” • TheNEED to clarify processes in PhilHealth • Aid in obtaining PhilHealth benefits • Lay out a health agenda specific to their needs • Promote self- sufficiency
- 21.
- 22. Healthcare Costs • Raisingprice of health care • Expected to increase by 10-15% in the next 5 years • Advances in technology and specialization
- 23. Solutions? • Improved subsidy(LGU/national) • HMO entrants - currently 18 listed in Metro Manila alone • PhilHealth coverage - LGUs promoting 100% PhilHealth coverage - San Isidro Formula
- 24.
- 25. Health Management made Accessible •HMO intermediary between patient and PhilHealth • Personal assistance in completion of PhilHealth requirements • Assurance of premium payment • Personalization of health benefits specific to their needs
- 26. For Ka-Freddy... • Monthlywellness check- up • Coverage for dependents • Rehabilitation coverage for injuries • Processing for PhilHealth coverage and company requirements
- 27. For Aling Mila... •Coverage for dependents • Monthly wellness check- up, including maternity check-up • Maternal screening packages • Immunization packages
- 28. For Mang Caloy... •Monthly wellness check- up • Yearly executive check- up • Coverage for maintenance medications
- 29. For Tenten &Myrna... • Maternity wellness package • Breastfeeding education programs • Procurement of pre- employment clearance • Quarterly wellness check-ups
- 30.
- 31. Collaboration • Make acollaborative effort with PhilHealth to widen its base • Present applications at PhilHealth booths in selected hospitals
- 32. Health Care Centers •Flyers and brochures at HCCs for increased awareness • Person-to-person marketing of service at weekly HCC visits of target patient groups
- 33. The Doctors • Provideoption to patients through PhilHealth Doctors • Selection of indigents that may benefit from the service
- 34.
- 35. Current Premium • 100Php/monthto be paid on quarterly, semi-annual, or annual schemes
- 36. Proposed Premium • Additional50Php per month for the first year
- 37.
- 38. Where to findit? • Wherever there is PhilHealth • Barangay Health Centers • PhilHealth accredited physician offices
- 39. Step 10: The WinningStrategy
- 40. The Winning Strategy •Goal: Improve PhilHealth coverage and access to its benefits • Focus on core weakness of PhilHealth processes - Patients don’t know their benefits - They don’t know HOW to obtain their benefits - They can’t allocate their healthcare budget on what’s most important to them • Forward accessibility of services
- 41. 10-Step Marketing Plan Kapit-Kamaysa Kalusugan (KKK) Health Management System Marc Edsel C. Ayes Marketing Management November 30, 2010