Group Marketing Plan
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Transcript of Group Marketing Plan
10 Step Marketing Plan forKapit Kamay sa KalusuganA Service-oriented NGO for the PhilHealth Indigent ProgramAngustia, Ayes, Co, Tumibay, Vega
Health in the Philippines
Majority of health expenses are out of pocket expenses
26.9% of Filipino families fall below the national poverty line.
Double-burden disease: infectious and lifestyle diseases
Health Insurance Systems
Primarily PhilHealth
LGU subsidies for residents (i.e. PCGH)
Health card service providers
Health Insurance in the Philippines
Health expenditure predominantly out-of-pocket
PhilHealth unable to shoulder all costs
No universal coverage
Current PhilHealth Issues*
Information management 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
The San Isidro Model
LGU fund reallocation towards health
Enrollment of constituents in PhilHealth program
Prioritization of health projects
Promotion of health-oriented topics to constituents
Proposal: The Product
Service Provision for Phil Health
“middle” group to reach the gap between the Filipino PUBLIC and Phil Health
A marketing firm focused on “marketing” Phil Health and “selling” the idea to the public
Step 1:The Primary Target
Market
Step 1: Primary Target MarketThe Filipino Family
The “seniorcitizens”
The breadwinners
The mothers
The youth
Stakeholders
PhilhealthGoal of 100% coverage
Decreasing OOP expenditures for every Filipino
FilipinosRisk stratification
Primary target market
Addressing health misconceptions
Privately operated HMOsRole in the driving up healthcare costs
Low cost health services but with good quality
Faster service minus the hassles
Step 2: Needs, Wants, and Demands of the new-age Filipinos
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
“Ka-Freddy”
Desires Job security - steady income
Blue-collar jobs - constant threat to health
Immediate return to workforce after treatment
“Aling Mila”
Desires Family security and stability
Juggles supporting self and household
Importance of prevention of illness
“Bawal ako magkasakit”
“Mang Caloy”
Desires disease-free retirement with partner
Partner’s health usually precedes their own
Importance of minimizing impact of illness
Tenten & Myrna
Desires personal stability in raising a child
Problems with stable income and education
Usually reluctant to seek aid
Step 2:Needs, Wants, and
Demands of the PTM
Filipino People
WantsBetter informed about benefits
Need/DemandsBring down the cost of healthcare
Better healthcare provision
PhilHealth
NeedsIncrease IP enrolment rates (Goal of PhilHealth: Universal Coverage by 20__)
WantsMore streamlined process
DemandsActive participation of clients in health care
Step 3:Competition and
Competitive Position Map
Direct Competition
Other Health Care Insurance (HMO) Providers
Target:- Salary earners- Hospital based, usually tertiary- Stratified capitation
Indirect Competition
“Sulit Cards”
Target- Indigents with little/no
money for medicines/services
- Limited
KKK
Competitive Position Map
PR
ICE
SERVICE QUALITY
RHUs
Private HMOs
Local Governm
ent Health
Subsidies
Step 4:The Gap - Positioning
Statement
Gap Positioning Statement
Now and what needs to be doneImportance of 100% coverage
Lowering health care costs
Better profiling and stratification of clients
Designing better packages
Being in touch with the people
THE GAP: Where is the Marketing Opportunity?
What needs are not being addressed?A streamlined process
Lesser paperwork/steps
Faster and efficient application
Unique selling pointEfficient service
Step 5:Market Size
Philhealth = 85% national coverage4.6 Million Filipino families are poor (26.9%) (2005)
3C Perspective
35%
69%
82%
CLASS ABC
CLASS D
CLASS E
Step 6:The Product
A Bridge to Health Care
The missing link to between the Public and Phil Health
Market/advertise Phil Health to the public and at the same time EDUCATE them on importance of health and foresight
Create venues for effective information dissemination and learning
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
For Ka-Freddy...
Monthly wellness check-up
Coverage for dependents
Rehabilitation coverage for injuries
Processing for PhilHealth coverage and company requirements
For Aling Mila...
Coverage for dependents
Monthly wellness check-up, including maternity check-up
Maternal screening packages
Immunization packages
For Mang Caloy...
Monthly wellness check-up
Yearly executive check-up
Coverage for maintenance medications
For Tenten & Myrna...
Maternity wellness package
Breastfeeding education programs
Procurement of pre-employment clearance
Quarterly wellness check-ups
Step 7:Promotions
Step 7: Promoting the Product
• Word of mouth (doctors)•Mass media (internet, cellphones)•Health centers (posters, pamphlets)
Step 8:The Price
Additional 20% on the premium for convenience, efficiency, personalized health care packages
Prices
Step 9:The Place
Our Strategic location
Should be located in a catchment area with the least coverage
Tie-ups with various tertiary government hospitals that cater to the lower socioeconomic classes
Exposure through print, and TV
Kiosks near bayad centers
Health centers
Hospitals
Malls
Offices
Specifically
Step 10:The Winning Strategy
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
Customized packages at a low price
Provide convenience and efficiency Newborn
health care
Wellness Check-
ups
Emergency health
care
10 Step Marketing Plan forKapit Kamay sa KalusuganA Service-oriented NGO for the PhilHealth Indigent ProgramAngustia, Ayes, Co, Tumibay, Vega