Chan.garcia.palma.productplan

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Chan.garcia.palma.productplan

  1. 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. 2. Maxicare’s Primary Target Market and Positioning Maxicare’s PTM are large and medium-sized corporations with social class A, B, C employees. Who want to feel secure of healthcare financing and delivery. Who have other options such as Intellicare, Medicard, Philhealth Gap is all other companies focus on savings. Market size is P29.8 Billion. Maxicare niche is P5 Billion.
  3. 3. Maxicare’s Marketing 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 nationwide. 10. Uses a best in service approach to win.
  4. 4. Maxicare PRIMARY TARGET MARKET (PTM) are corporations Large corporations (ex. San Miguel, BDO, Call Centers) who take care of their workers (executives, 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. 5. My PTM’s NWE Corporations NEED access to medicines and doctors for their health needs. Corporations CHOOSE Maxicare because they want an equally, or even more successful corporation as their partner in healthcare (reputation 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, nationwide coverage. Corporations EXPECT excellent service with Maxicare. They expect to get the best services for the price they are paying.
  6. 6. Direct and Indirect Competitors
  7. 7. Competitive Position Map
  8. 8. Competitive Position Map
  9. 9. 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.
  10. 10. Based on competitor data, HMO market is P10.5 B industry and Maxicare’s share is 1.698 B (16% market share)
  11. 11. 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.
  12. 12. Estimate 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
  13. 13. HMO industry is dominated by 3 major brands
  14. 14. Product Description
  15. 15. Product Description Formerly known as Philippine Health Care Providers, Inc. Established on June 30, 1987 by a group of medical doctors from Makati Medical Center Goal was to provide managed care for individuals through a comprehensive, prepaid group practice healthcare provider network Mission is to achieve peace of mind through quality care a healthcare insurance partner with top hospitals in the country such as The Medical City, St. Luke’s, Asian Hospital, and Makati Medical Center.
  16. 16. Product Description Plan Type Room and Board Accomodations Maximum Benefit Limit (Php)
  17. 17. Product Description
  18. 18. Out-Patient Care In-Patient Care Product Description
  19. 19. Preventive Care Annual Check-Up Product Description
  20. 20. Emergency Care Product Description
  21. 21. Promo: At Present
  22. 22. Promo: At Present Maxicare uses various media to advertise and market their services Maxicare is up to date with the latest trends in accessing information
  23. 23. Promo: At Present
  24. 24. Promo: Proposal More aggressive advertising campaign All forms of media Form affiliations with popular TV shows and appropriate government institutions, 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
  25. 25. Promo: Competitor
  26. 26. Promo: Competitor
  27. 27. Price : Fixed Plans
  28. 28. Price
  29. 29. Price : Customized Plans
  30. 30. Place: Accessibility
  31. 31. Maxicare is a “Best in Healthcare Service Provider” Maxicare’s main strategy is to provide finest healthcare available to executives and employees in social class A, B, C, aged 18 to 60 years old. It is accessible nationwide 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.
  32. 32. SUMMARY
  33. 33. Maxicare’s Primary Target Market and Positioning Maxicare’s PTM are large and medium-sized corporations with social class A, B, C employees. Who want to feel secure of healthcare financing and delivery. Who have other options such as Intellicare, Medicard, Philhealth Gap is all other companies focus on savings. Market size is P29.8 Billion. Maxicare niche is P5 Billion.
  34. 34. Maxicare’s Marketing 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 nationwide. 10. Uses a best in service approach to win.
  35. 35. 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

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