Group Marketing Plan
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Transcript of Group Marketing Plan
![Page 1: Group Marketing Plan](https://reader035.fdocuments.in/reader035/viewer/2022062512/554b457eb4c905cd2c8b504e/html5/thumbnails/1.jpg)
10 Step Marketing Plan forKapit Kamay sa KalusuganA Service-oriented NGO for the PhilHealth Indigent ProgramAngustia, Ayes, Co, Tumibay, Vega
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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 Systems
Primarily PhilHealth
LGU subsidies for residents (i.e. PCGH)
Health card service providers
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Health Insurance in the Philippines
Health expenditure predominantly out-of-pocket
PhilHealth unable to shoulder all costs
No universal coverage
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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
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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
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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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Step 1: Primary Target MarketThe Filipino Family
The “seniorcitizens”
The breadwinners
The mothers
The youth
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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
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Low cost health services but with good quality
Faster service minus the hassles
Step 2: Needs, Wants, and Demands of the new-age Filipinos
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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
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“Ka-Freddy”
Desires Job security - steady income
Blue-collar jobs - constant threat to health
Immediate return to workforce after treatment
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“Aling Mila”
Desires Family security and stability
Juggles supporting self and household
Importance of prevention of illness
“Bawal ako magkasakit”
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“Mang Caloy”
Desires disease-free retirement with partner
Partner’s health usually precedes their own
Importance of minimizing impact of illness
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Tenten & Myrna
Desires personal stability in raising a child
Problems with stable income and education
Usually reluctant to seek aid
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Step 2:Needs, Wants, and
Demands of the PTM
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Filipino People
WantsBetter informed about benefits
Need/DemandsBring down the cost of healthcare
Better healthcare provision
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PhilHealth
NeedsIncrease IP enrolment rates (Goal of PhilHealth: Universal Coverage by 20__)
WantsMore streamlined process
DemandsActive participation of clients in health care
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Step 3:Competition and
Competitive Position Map
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Direct Competition
Other Health Care Insurance (HMO) Providers
Target:- Salary earners- Hospital based, usually tertiary- Stratified capitation
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Indirect Competition
“Sulit Cards”
Target- Indigents with little/no
money for medicines/services
- Limited
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KKK
Competitive Position Map
PR
ICE
SERVICE QUALITY
RHUs
Private HMOs
Local Governm
ent Health
Subsidies
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Step 4:The Gap - Positioning
Statement
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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
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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
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Step 5:Market Size
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Philhealth = 85% national coverage4.6 Million Filipino families are poor (26.9%) (2005)
3C Perspective
35%
69%
82%
CLASS ABC
CLASS D
CLASS E
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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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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
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For Ka-Freddy...
Monthly wellness check-up
Coverage for dependents
Rehabilitation coverage for injuries
Processing for PhilHealth coverage and company requirements
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For Aling Mila...
Coverage for dependents
Monthly wellness check-up, including maternity check-up
Maternal screening packages
Immunization packages
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For Mang Caloy...
Monthly wellness check-up
Yearly executive check-up
Coverage for maintenance medications
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For Tenten & Myrna...
Maternity wellness package
Breastfeeding education programs
Procurement of pre-employment clearance
Quarterly wellness check-ups
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Step 7:Promotions
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Step 7: Promoting the Product
• Word of mouth (doctors)•Mass media (internet, cellphones)•Health centers (posters, pamphlets)
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Step 8:The Price
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Additional 20% on the premium for convenience, efficiency, personalized health care packages
Prices
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Step 9:The Place
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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
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Kiosks near bayad centers
Health centers
Hospitals
Malls
Offices
Specifically
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Step 10:The Winning Strategy
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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
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Customized packages at a low price
Provide convenience and efficiency Newborn
health care
Wellness Check-
ups
Emergency health
care
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10 Step Marketing Plan forKapit Kamay sa KalusuganA Service-oriented NGO for the PhilHealth Indigent ProgramAngustia, Ayes, Co, Tumibay, Vega