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10 STEP Marketing Plan for Project Sisa

Miguel Manuel B. TorrijosYL8 ASMPH

August 22, 2015

www.projectsisa.com

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer

1. Mental Health Patients Demographics 21 – 55 year old, Males

and Females, Class A and B, any marital status

Individuals who are recovering from psychological diseases and who are undergoing psychotherapy and medications

Individuals who are in need of financial aid for mental health treatment

2. Mental Health Patients who need treatment

Self-Actualization NeedsWants to get betterDemands for treatment amidst

financial constraint

Describe your PTM needs

5Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

2. Mental Health Patients needs long term therapy Needs Self-Actualization needs and Safety needs

Wants: The reassurance that they can get better amidst lack of finance

Demands: better quality of life and alleviation from mental illness

3a. As many as 67% of those diagnosed mentally ill cannot afford medication* List of Competitors products/ brands

Currently there are no private sector agencies funding mental health projects

NHIC and PSCO only financially cover for a few of the more common mental health diseases

Government funding sources DO NOT cover psychotherapy sessions

*http://www2.doh.gov.ph/noh2007/NOHWeb32/NOHperSubj/Chap4/MentalHMD.pdf

The American Psychiatric Association recommends psychotherapy as part of many of the clinical practice guidelines in treating majority of the common psych disorders (APA, 2004)

More than 50% of patients with mental illness cannot afford psychotherapy treatment (WHO, 2012)

4. Mental health patients NEED psychotherapy

According to a study by Brunner (2001), majority of caretaker burnout is secondary to lack of financial support

4. Family and Financial Support

* http://in2mentalhealth.com/2011/06/23/50-mental-health-ngosuser-organizations-around-the-world/

5a. Money for Mental Health

5a. No one pays for mental health

Only classes A and B usual seek mental health consults

Families do not understand the gravity of the mental health disease

Many of those who are sick do not know they are sick and would not effort to raise funds

5b. In the year 2012, 0.08% of the population were diagnosed to be mentally sick1. Almost 80 million individuals have

been mentally ill2. No other private source of mental

health funding

5c. Many people are in need of treatment

Almost 67% of those diagnosed with mental diseases cannot afford the recommended treatment

0.08% the population are diagnosed with mental health conditions that need long term psychotherapy and medication

Almost 53M patients are in need financial aid for psychotherapy and medication

5c. Many people are in need of treatment

If 53M individuals need treatment 35k per individual estimated lifetime cost of treatment

Almost 1.8B pesos is needed to have everyone treated

6a. Project SisaLOGO: 3 persons supporting each other with the person in the center being a different color – represents the importance of community support

6a. Health Insurance; sources of funding

6b. Project Sisa

Project Sisa

Community based private health insurance organization that caters to individuals and families who need help paying for psychiatric treatment

Advocates for mental health for all through health financing

6b. Project Sisa

7. Price NGO and Advocacy Organization Currently no other organization in

the same industry Crowd Funding for Mental Health

Actively advocates and seeks donors from interested parties

8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use

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8a. Your products Promotions Mass Marketing

Using social media platforms like Facebook to advertise the organization

We will be conducting lectures to employees of stakeholder companies like pharmaceutical companies

Personal Marketing We will be approaching established

mental health facilities and promoting our organization

8a. Your products Promotions

8a. Samples of Promo

Promo emphasizes the need for personal-social support

8b. Competitor promo

Competition would be not getting treatment or spending funds on other health issues not related to mental health – we are competition with behavior, not another business entity

9. Place Where is your product available?

Online, Social Media Headquarters in Maginhawa, QC

1. Those who have psychiatric illness2. Who need long term therapy3. 67% cannot afford long term therapy4. But these patients need therapy5. No private health insurance for mental

health

SUMMARY

6. PROJECT SISA: Crowd Funding for Mental Health7. Competition: Behavior of Non-TreatmentOther health insurance companies8. Personal Marketing 9. Within Metro manila10. Low Cost Strategy

SUMMARY

10. What is the generic winning strategy?

Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche

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Project Sisa

Looking for ways to provide Universal Mental Health

Coverage