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

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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