10 Steps: Marketing Plan for

Maxicare

Rose Ann S. PalmaAteneo School of Medicine and Public Health

SUMMARY

1. Maxicare is for all working individuals2. Who wants access to health care without

thinking about financial matters3. And have other options such as PhilHealth,

Intellicare,Medicard, etc.4. Gap is all the others focus on individuals and

those working in corporations5. The market size is around P10 billion,

Maxicare share is around P1 billion

SUMMARY

6. Maxicare7. Prices slightly higher than most

competitors8. Uses different forms of media9. Available nationwide10.Explores new areas while ensuring

quality of current programs to win

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

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

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

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

Formidable Competitors

Maxicare = Better Delivery Health Care

Price/Plans Individuals Corporate Small-Medium Enterprises

High Price

Low PriceMXMXMCMCII

PHPH

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

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

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

Market Share: Company Data

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

The HMO Industry

Maxicare

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

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

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 Limit (PHP)

Platinum Plus Large private 200,000

Platinum Regular private 150,000

Gold Regular private 100,000

Silver Semi private 60,000

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

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

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 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.

SUMMARY

1. Maxicare is for all working individuals2. Who wants access to health care without

thinking about financial matters3. And have other options such as PhilHealth,

Intellicare,Medicard, etc.4. Gap is all the others focus on individuals and

those working in corporations5. The market size is around P10 billion,

Maxicare share is around P1 billion

SUMMARY

6. Maxicare7. Prices slightly higher than most

competitors8. Uses different forms of media9. Available nationwide10.Explores new areas while ensuring

quality of current programs to win

10 Steps: Marketing Plan for

Maxicare

Rose Ann S. PalmaAteneo School of Medicine and Public Health