10 Steps:
Marketing Plan for
Maxicare
Rose Ann S. Palma
Ateneo School of Medicine and Public Health
SUMMARY
1. Maxicare is for all working individuals
2. Who wants access to health care without thinking
about financial mat...
SUMMARY
6. Maxicare
7. Prices slightly higher than most competitors
8. Uses different forms of media
9. Available nationwi...
Primary Target Market
• Small and Big Business Entities and their Employees
– 18-60 years old
– Male and Female
– Class A,...
My Primary Target’s Needs, Wants, and
Demands
Members of the working class need:
• Access to medicines and doctors for
the...
My Primary Target’s Needs, Wants, and
Demands
Members of the working class or
their employers choose Maxicare
because:
• r...
My Primary Target’s Needs, Wants, and
Demands
Members of the working class or
their employers expect that
Maxicare will:
•...
Formidable Competitors
Maxicare = Better Delivery Health
Care
Price/Plans Individuals Corporate Small-Medium
Enterprises
High Price
Low Price
MXM...
Maxicare = Better Delivery Health Care
• Maxicare stays true to its promise to provide better delivery
of health care for ...
Maxicare = Better Delivery Health Care
• Maxicare stays true to its promise to provide better delivery
of health care for ...
Competitor’s Data Estimated Market: > P 10.5B
Source: http://chinabusinessphilippines.com/index.php?option=com_content&vie...
Market Share: Company Data
Estimated Total Market Size Based On Maxicare
Data
• Maxicare Revenues = P1.7 billion
• Maxicare claimed market share: 25%...
The HMO Industry
Maxicare
Maxicare
• formerly known as Philippine Health Care Providers, Inc
• one of the pioneer health maintenance organizations i...
Maxicare
Mission
To help people
achieve peace of
mind through
QUALITY
Healthcare
Vision
To be the leading
Health Maintenan...
Maxicare
• Services Offered
There’s a Maxicare for Everyone!
Prices
• Prices Slightly higher compared to other leading HMOs
Plan Type Room and Board
Accommodation
Maximum Benefit
Limi...
Promotions
• More aggressive advertising
campaign
– All forms of media
– Form affiliations with popular
TV shows, can offe...
Promotions
• Additional plan packages
– More affordable
– More expensive but with
more benefits
• Venture to unexplored he...
Competitors’ Promotions
Competitors’ Promotions
Maxicare is Everywhere
Sales People
Numerous
Offices
(Independent, in
Establishments &
Institutions)
Internet
Telephone
Maxicare is Number One
• Maxicare manages to stay on top by staying
true to its mission of improving quality of health
car...
SUMMARY
1. Maxicare is for all working individuals
2. Who wants access to health care without thinking
about financial mat...
SUMMARY
6. Maxicare
7. Prices slightly higher than most competitors
8. Uses different forms of media
9. Available nationwi...
10 Steps:
Marketing Plan for
Maxicare
Rose Ann S. Palma
Ateneo School of Medicine and Public Health
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10steps maxicare

  1. 1. 10 Steps: Marketing Plan for Maxicare Rose Ann S. Palma Ateneo School of Medicine and Public Health
  2. 2. SUMMARY 1. Maxicare is for all working individuals 2. Who wants access to health care without thinking about financial matters 3. And have other options such as PhilHealth, Intellicare,Medicard, etc. 4. Gap is all the others focus on individuals and those working in corporations 5. The market size is around P10 billion, Maxicare share is around P1 billion
  3. 3. SUMMARY 6. Maxicare 7. Prices slightly higher than most competitors 8. Uses different forms of media 9. Available nationwide 10.Explores new areas while ensuring quality of current programs to win
  4. 4. Primary Target Market • Small and Big Business Entities and their Employees – 18-60 years old – Male and Female – Class A, B, C – Single or Married • Part of the working class – No particular stage in their career • Have stable jobs and yet will benefit from having a reliable medical assistance
  5. 5. My Primary Target’s Needs, Wants, and Demands Members of the working class need: • Access to medicines and doctors for their health needs • Assurance that these will be available to them at any given time regardless of their current financial position • Confidence that they are capable of taking care of themselves Members of the working class need: • Access to medicines and doctors for their health needs • Assurance that these will be available to them at any given time regardless of their current financial position • Confidence that they are capable of taking care of themselves
  6. 6. My Primary Target’s Needs, Wants, and Demands Members of the working class or their employers choose Maxicare because: • reputation/name • credibility and awareness of the company • packaging • price Members of the working class or their employers choose Maxicare because: • reputation/name • credibility and awareness of the company • packaging • price
  7. 7. My Primary Target’s Needs, Wants, and Demands Members of the working class or their employers expect that Maxicare will: • deliver what it promises which is to help people achieve peace of mind through quality healthcare Members of the working class or their employers expect that Maxicare will: • deliver what it promises which is to help people achieve peace of mind through quality healthcare
  8. 8. Formidable Competitors
  9. 9. Maxicare = Better Delivery Health Care Price/Plans Individuals Corporate Small-Medium Enterprises High Price Low Price MXMXMCMC II PHPH
  10. 10. Maxicare = Better Delivery Health Care • Maxicare stays true to its promise to provide better delivery of health care for Filipinos by providing different plans for individuals and different sizes of business – Launched a new program for small- and medium-scale enterprises • Maxicare not only focuses on the improvement of current programs but also on other and new aspects of health care that they can respond to • Others focuses on developing present projects to improve company statistics
  11. 11. Maxicare = Better Delivery Health Care • Maxicare stays true to its promise to provide better delivery of health care for Filipinos by providing different plans for individuals and different sizes of business – Launched a new program for small- and medium-scale enterprises • Maxicare not only focuses on the improvement of current programs but also on other and new aspects of health care that they can respond to. It is not afraid to venture into new frontiers • Others focuses on developing present projects to improve company statistics
  12. 12. Competitor’s Data Estimated Market: > P 10.5B Source: http://chinabusinessphilippines.com/index.php?option=com_content&view=article&catid=1%3Acover-feature&id=873%3Athe-pink-of-health&Itemid=68
  13. 13. Market Share: Company Data
  14. 14. Estimated Total Market Size Based On Maxicare Data • Maxicare Revenues = P1.7 billion • Maxicare claimed market share: 25% • Total HMO market size is P1.7billion/0.25 = P6.8 billion
  15. 15. The HMO Industry
  16. 16. Maxicare
  17. 17. Maxicare • formerly known as Philippine Health Care Providers, Inc • one of the pioneer health maintenance organizations in the Philippines • established in 1987 by a group of doctors and businessmen • believes in providing its members comprehensive health programs with unsurpassed levels of customer service, quality and cost effectiveness
  18. 18. Maxicare Mission To help people achieve peace of mind through QUALITY Healthcare Vision To be the leading Health Maintenance Organization preferred by customers because of Superior Service
  19. 19. Maxicare • Services Offered
  20. 20. There’s a Maxicare for Everyone!
  21. 21. Prices • Prices Slightly higher compared to other leading HMOs Plan Type Room and Board Accommodation Maximum Benefit Limit (PHP) Platinum Plus Large private 200,000 Platinum Regular private 150,000 Gold Regular private 100,000 Silver Semi private 60,000
  22. 22. Promotions • More aggressive advertising campaign – All forms of media – Form affiliations with popular TV shows, can offer free plans for selected individuals – Can distribute goodies bearing company logo to new members – Can go to small and medium business for more interactive promotions – Highlight how Maxicare envisions a better state of health for Philippines
  23. 23. Promotions • Additional plan packages – More affordable – More expensive but with more benefits • Venture to unexplored health issues that are currently not being addressed – Psychiatric condition – Wellness programs – Smoking rehabilitation
  24. 24. Competitors’ Promotions
  25. 25. Competitors’ Promotions
  26. 26. Maxicare is Everywhere Sales People Numerous Offices (Independent, in Establishments & Institutions) Internet Telephone
  27. 27. Maxicare is Number One • Maxicare manages to stay on top by staying true to its mission of improving quality of health care in the Philippines by making health accessible, affordable, and top-notched to Filipinos. • At the same time, Maxicare dares to venture to uncharted waters.
  28. 28. SUMMARY 1. Maxicare is for all working individuals 2. Who wants access to health care without thinking about financial matters 3. And have other options such as PhilHealth, Intellicare,Medicard, etc. 4. Gap is all the others focus on individuals and those working in corporations 5. The market size is around P10 billion, Maxicare share is around P1 billion
  29. 29. SUMMARY 6. Maxicare 7. Prices slightly higher than most competitors 8. Uses different forms of media 9. Available nationwide 10.Explores new areas while ensuring quality of current programs to win
  30. 30. 10 Steps: Marketing Plan for Maxicare Rose Ann S. Palma Ateneo School of Medicine and Public Health

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