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Transcript of b. angustia marketing plan
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10-STEP MARKETING PLAN
HEALTH COVERAGE 101
HEALTH MANAGEMENT
SYSTEM
Bernadette C. Angustia
Marketing Management
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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
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HEALTH INSURANCE SITUATIONER
Only 11% of the public have social
health insurance accounts
Several HMOs are now available
including Phil Health
Filipino mass is not well informed of
the presence and benefits of HMOs
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PHIL HEALTH SITUATIONER
Government owned corporation
Aim: get every Filipino covered
Obstructions of achieving its goal:
o Awareness of the public is lacking
o Hence, Accessibility and Availability is
a problem as far as the public is
concerned
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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
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STEP 1:
THE PRIMARY TARGET MARKET
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STAKEHOLDERS
PhilHealth
o Still not achieving its goal of 100% coverage
Filipino Publico Oblivious to the existence of HMOs
o Unaware of the benefits of HMOs
o Intimidated by the “gravity” of health information
o Culture: Health is my own responsibility not others; Lack of
foresight
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STAKEHOLDERS
Other HMOs
o Providing for the 11% who have health coverage
o Gets subsidies from Phil Health for clients that are Phil
Health members as well
o Ally or Competition
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STEP 2:
NEEDS, WANTS, AND DEMANDS OF
THE TARGET MARKET
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PHIL HEALTH
Wants: achieve its goal of 100%
coverage;
Needs: educate and “market” their
product to the Filipino people; Re-
think their strategy to reach the public
Demands: more efficient information
dessimenation regarding Health Care
and Health Coverage
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FILIPINO PUBLIC
Needs: to be educated on the importance of
health and the availability of HMOs (value of
“saving-up” for times of health troubles)
Wants: easy access to cheap health
services
Demands: government to shoulder
expenses, most especially the indigents
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OTHER HMOS
Needs: to reach more people to avail of their
services
Wants: to cover more and more Filipinos; to
earn more profit
Demands: increase in number of members
and market shares
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STEP 3:
COMPETITION AND COMPETITIVE
POSITION MAP
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DIRECT COMPETITION
Other Health Care Insurance
(HMO) Providers available in the
market
Target:- Those who can afford
- Hospital based, usually tertiary
- Companies that offer health coverage to their
employees
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INDIRECT COMPETITION/ HURDLES
Service provided may initially be presented as redundant due to presence of RHUs
Culture of the Filipino People
Resistant to change
Unaware and uneducated
Lacking in foresight when it comes to health
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Price
Service Quality
Other HMOs
HC 101
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STEP 4:
THE GAP - POSITIONING STATEMENT
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“BRIDGE TO HEALTH CARE”
The NEED for better health care
Means of making public aware of Phil Health benefits
Bridging the gap between the Phil Health Goal and
actual figures
Bridging Phil Health and the Filipino Public for a
healthier nation
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STEP 5:
MARKET SIZE
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PHILIPPINE HEALTH
Only 11% are covered by HMO, that
means there exist 89% to be targeted
Expensive health care: medication,
service, hospitalization
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STEP 6:
THE PRODUCT
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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
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STEP 7:
PROMOTIONS
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TIE-UPS
1. Phil Health – collaborative effort to achieve 100% coverage of the Philippines
2. LGUs- come up with offers an health plan packages tailored for their citizens
3. Other HMOs – tie up for events like concerts, talks, mall tours/info kiosks to educate and reach the Public
4. Hospitals – collaborate with hospitals to help influence/persuade their patients to apply for Phil Health = lessen the loss from patients without HMO who are unable to pay
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ADVERTISE
1. Commercials – using local celebrities as spoke persons who by the way are paid with x-deals such as free health insurance or tax deductibles etc.
2. Events/talks – in malls and in cities
3. Posters and print ads
4. Physicians – educate their patients on the importance of health and the availability of health care provision
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STEP 8:
THE PRICE. HOW DO WE EARN?
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HOW DO WE EARN?
1. Commission – percentage to be
given/paid to the company by Phil Health
for every person that joins in
2. “Patong” – additional fee to the annual
fee for the first 2 years
3. Sponsorship – every event to be planned
and handled by the company would have
sponsors to pay to participate
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STEP 9:
THE PLACE
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WHERE WILL WE BE THEN?
Where Phil Health is, there too we shall be
LGUs, BHUs
PhilHealth accredited physician offices
Hospitals
Television, Radio, Print
Malls and Town Proper
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STEP 10:
THE WINNING STRATEGY
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THE WINNING STRATEGY
Goal: To Bridge the gap between the Filipino Public and Phil Health
Focus on educating and informing the Public of Phil Health processes and benefits through simple, fun, and relevant events
The missing link to attaining the better, healthier life. Which would equate to a happier, more efficient nation.
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10-STEP MARKETING PLAN
HEALTH COVERAGE 101
HEALTH MANAGEMENT
SYSTEM
Bernadette C. Angustia
Marketing Management