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10 STEP Marketing plan for MAXICARE10 STEP Marketing plan for MAXICARE
Cristina M. GarciaNovember 2010
5 steps for Part 1Primary Target Market and Positioning
1. Maxicare’s PTM are health-conscious individuals & corporations
2. Who want to feel secure about their health
3. Can choose Intellicare, Medicard, etc.
4. Gap is all other brands promising the least expense for the best/most healthcare services
5. Market size is P13.15 Billion. Maxicare niche is P5 Billion.
5 steps for Part 2
1. Maxicare Healthcare program
2. Is priced higher than competitors
3. Uses videos, print ads, sales agents, internet, mobile media
4. Available in accredited hospitals, clinics, partner agencies nationwide
5. Dependable, quality healthcare insurance that gives you peace of mind
Primary Target Market and Positioning
Maxicare’s PTM are health-conscious individuals & corporations
Who want to feel secure about their health
Can choose Intellicare, Medicard, etc.
Gap is all other brands promising the least expense for the best/most healthcare services
Market size is P13.15 Billion. Maxicare niche is P5 Billion.
Marketing Mix and Strategy
Maxicare Healthcard
Priced higher than major competitors
Multi-faceted advertising campaign
Nationwide coverage
The key to their resiliency is dependable, quality service
1. Primary Target Market (PTM)
Individuals, Families, and the Industry Sector/Corporate
Class A, B, and C
Working Adults and their dependents 18-50 years old, M/F
Single or Married
Employed individuals and their dependents
Want to maximize their premiums with the best healthcare services at least once a year
2. PTM’s Needs, Wants, and Demands
2. My PTM’s NWE
Health-conscious individuals/corporations choose Maxicare for quality healthcare services you can depend
upon
They choose Maxicare over other healthcare providers because They want peace of mind They need to feel secure about their healthcare
provider They expect the best services for the price
3.Industry Rivals
Direct
Indirect Barangay Health Centers, Local faith healers, non-
affiliated private MDs
Variables Accessibility, Price, Coverage, Services offered,
partner Physicians
Competitive Position Map
Price/Coverage
Minimal Average Wide
High Price
Low Price
Maxicare
IntellicareCarita
sPhil Health
4.Maxicare positions itself as a dependable, quality healthcare innovator
Maxicare is the only HMO That delivers healthcare services that people can
rely on Members achieve peace of mind through quality
healthcare Maxicare healthcare is money well spent = a good
investment That makes healthcare accessible to all people =
maxicare accredited clinics in malls
Other brands focus on providing services for a cheaper price, sacrificing quality for quantity
5a. Market Share using company data
2 million plan holders
5a. Maxicare claims 25% share of a P6.77 billion market
Maxicare Philippines data: P1.693 billion in revenues
Maxicare claims market share of 25%
Then total HMO market size is P6.77 billion
Source: China Business Philippineshttp://chinabusinessphilippines.com/index.php?option=com_content&view=article&id=873:the-pink-of-health&catid=1:cover-feature&Itemid=
5b. Based on competitor data…
vs. Maxicare membership = 482,000
http://www.tucp.org.ph/news/index.php/2010/08/the-rise-fall-of-hmos/
5c. Based on consumer (Hospital) data, total HMO market is P5.5 billion
Taguiwalo and Banzon. 2007. Hospitals in F1: Introduction, lecture. Accessed from www. home.doh.gov.ph/nhsm/6thNHSM/docs/Day%25201/Hospitals%2520in%2520F1%2520at%2520NSM.ppt+maxicare+philippines+revenues&hl=en&pid=bl&srcid=
6a. HMO industry is dominated by 3 major brands
6b. Product description
Maxicare Healthcare Corporation
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
Maxicare Healthcare Program
•Out-Patient Care
•In-Patient Care
•Preventive Care
•Annual Check-up
•Emergency Care
•Special Benefits
Ou
t-Patie
nt C
are
In-Pa
tien
t Care
Pre
ven
tive C
are
An
nu
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heck-u
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Em
erg
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are
Den
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are
7. Price
Fixed plans
Customized plans through Quick plan computation
8a. Promo
•Maxicare uses various media to advertise and market their services
•Maxicare is up to date with the latest trends in accessing information
8b. Competitor Promo
9. Place
10. Maxicare provides Maximum Care
Maxicare’s main strategy is to be the leader in healthcare services delivery to the working population and their dependents aged 18-50s
Easy and up to date accessibility nationwide, through various routes
Provides dependable, quality healthcare insurance for a premium price available in leading hospitals and clinics across the country and affiliated with some of the best doctors and allied health care professionals
SUMMARY
5 steps for Part 1Primary Target Market and Positioning
1. Maxicare’s PTM are health-conscious individuals & corporations
2. Who want to feel secure about their health
3. Can choose Intellicare, Medicard, etc.
4. Gap is all other brands promising the least expense for the best/most healthcare services
5. Market size is P13.15 Billion. Maxicare niche is P5 Billion.
5 steps for Part 2
1. Maxicare Healthcare program
2. Is priced higher than competitors
3. Uses videos, print ads, sales agents, internet, mobile media
4. Available in accredited hospitals, clinics, partner agencies nationwide
5. Dependable, quality healthcare insurance that gives you peace of mind
10 STEP Marketing plan for MAXICARE10 STEP Marketing plan for MAXICARE
Cristina M. GarciaNovember 2010