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10 STEP Marketing Plan for PhilHealth’s Voluntary Program
Ronald M. MacapinlacMarketing Management30 November 2010
1
PhilHealth’s Voluntary Program
•It allows the unemployed Filipino to be a member at an affordable rate of P100 per month
Primary Target Market• Step #1
▫18 to 30 year old Filipino individuals who are: self-employed part-time students such
as those in call centers post graduate students
such as medical and law students
single males and females
health conscious minimum incomes
Needs, Wants and Demands of the Primary Target Market
•Step # 2•Along with our Maslow’s
basic needs:▫everyone needs health to
function efficiently▫everyone gets sick, thus we
all need to get well through: affordable, quality and
accessible health service
Needs, Wants and Demands of the Primary Target Market •Step # 2• By having good health, everyone wants▫ to secure our future▫ to enjoy and live life▫ to spend our savings not solely for health▫ to help others as we help ourselves
social solidarity
Needs, Wants and Demands of the Primary Target Market •Step # 2• By being a member, everyone expects a:▫ sustainable▫ affordable▫ progressive social health insurance▫ delivery of accessible▫ quality health care for all Filipinos
Competition and Competitive Position Map
•Step # 3▫Benefits versus costs
With minimal fees, a member can access quality health service.
▫Number of health facilities involved Private HMOs have limited number of health
service providers
Competitors▫Direct competitors
Private HMOs such as Maxicare
▫Indirect competitors Health and fitness centers (gyms)
and health-promoting products (vitamin supplements)
Knowledge, accessibility, affordability, timeliness and opportuneness dictate which option to choose
The Gap, the Opportunity and the Positioning•Step # 4
▫If the primary target can spend some pesos to load their cellphones, then they can spend some for their future, for their health.
▫The program promotes social solidarity My health, your health,
everyone’s health for a health country.
What is the size of the market from the 3 C perspectives (customer, company and competition)?•Step # 5
▫20M Filipinos 0.002% not covered
▫Part-time students▫Call center agents▫Post graduate students
Law Medicine
The Product•Step # 6
▫Voluntary Program akaIndividually Paying
Program (IPP)▫Other Programs
Employed Sector Program (ESP)
Non-Paying Program (NPP) Sponsored Program (SP) Overseas Workers Program
(OWP)
Promoting the Product
•Step # 7▫Ads
Social Responsibility SPR
Promotions Social Networking Prints/Commercials
▫Direct Marketing▫Affiliations/Partnerships
Pricing the Product
•Step # 8▫100 pesos a month▫Discounted price for
full payment in a year
Where to find the product?•Step # 9
▫In all government hospitals nationwide
– Partner private medical centers nationwide
The Winning Market Form•Step # 10
▫young individuals, the hope of the future
▫sustainable development▫nation building
social solidarity▫affordability▫accessibility▫availability
Summary: Marketing Strategy
PTM: 18 to 30 year old Filipino individuals
NEW: quality life, quality health service – affordable, accessible, available
Competitors: private HMOs, health-promoting establishments
Summary: Marketing Strategy
Opportunity /Gap: My health, your health, everyone’s health for a health country
3Cs: part-time students, call center agents, post grad students
Product: IPP Price: 100 pesos per month Promo : all forms of media, social
networking
Summary: Marketing Strategy
Place: Accredited private and public health facilities; collecting agencies
Generic Winning Strategy of Mix: young individuals, the hope of the
future sustainable development nation building social solidarity affordability, accessibility, availability
of health services nationwide
Summary: Marketing Strategy
10 STEP Marketing Plan for PhilHealth’s Voluntary Program
Ronald M. MacapinlacMarketing Management30 November 2010
21