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10 STEP Marketing Plan for Project Sisa
Miguel Manuel B. TorrijosYL8 ASMPH
August 22, 2015
www.projectsisa.com
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
1. Mental Health Patients Demographics 21 – 55 year old, Males
and Females, Class A and B, any marital status
Individuals who are recovering from psychological diseases and who are undergoing psychotherapy and medications
Individuals who are in need of financial aid for mental health treatment
2. Mental Health Patients who need treatment
Self-Actualization NeedsWants to get betterDemands for treatment amidst
financial constraint
Describe your PTM needs
5Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
2. Mental Health Patients needs long term therapy Needs Self-Actualization needs and Safety needs
Wants: The reassurance that they can get better amidst lack of finance
Demands: better quality of life and alleviation from mental illness
3a. As many as 67% of those diagnosed mentally ill cannot afford medication* List of Competitors products/ brands
Currently there are no private sector agencies funding mental health projects
NHIC and PSCO only financially cover for a few of the more common mental health diseases
Government funding sources DO NOT cover psychotherapy sessions
*http://www2.doh.gov.ph/noh2007/NOHWeb32/NOHperSubj/Chap4/MentalHMD.pdf
The American Psychiatric Association recommends psychotherapy as part of many of the clinical practice guidelines in treating majority of the common psych disorders (APA, 2004)
More than 50% of patients with mental illness cannot afford psychotherapy treatment (WHO, 2012)
4. Mental health patients NEED psychotherapy
According to a study by Brunner (2001), majority of caretaker burnout is secondary to lack of financial support
4. Family and Financial Support
* http://in2mentalhealth.com/2011/06/23/50-mental-health-ngosuser-organizations-around-the-world/
5a. Money for Mental Health
5a. No one pays for mental health
Only classes A and B usual seek mental health consults
Families do not understand the gravity of the mental health disease
Many of those who are sick do not know they are sick and would not effort to raise funds
5b. In the year 2012, 0.08% of the population were diagnosed to be mentally sick1. Almost 80 million individuals have
been mentally ill2. No other private source of mental
health funding
5c. Many people are in need of treatment
Almost 67% of those diagnosed with mental diseases cannot afford the recommended treatment
0.08% the population are diagnosed with mental health conditions that need long term psychotherapy and medication
Almost 53M patients are in need financial aid for psychotherapy and medication
5c. Many people are in need of treatment
If 53M individuals need treatment 35k per individual estimated lifetime cost of treatment
Almost 1.8B pesos is needed to have everyone treated
6a. Project SisaLOGO: 3 persons supporting each other with the person in the center being a different color – represents the importance of community support
6a. Health Insurance; sources of funding
6b. Project Sisa
Project Sisa
Community based private health insurance organization that caters to individuals and families who need help paying for psychiatric treatment
Advocates for mental health for all through health financing
6b. Project Sisa
7. Price NGO and Advocacy Organization Currently no other organization in
the same industry Crowd Funding for Mental Health
Actively advocates and seeks donors from interested parties
8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
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1
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8a. Your products Promotions Mass Marketing
Using social media platforms like Facebook to advertise the organization
We will be conducting lectures to employees of stakeholder companies like pharmaceutical companies
Personal Marketing We will be approaching established
mental health facilities and promoting our organization
8a. Your products Promotions
8a. Samples of Promo
Promo emphasizes the need for personal-social support
8b. Competitor promo
Competition would be not getting treatment or spending funds on other health issues not related to mental health – we are competition with behavior, not another business entity
9. Place Where is your product available?
Online, Social Media Headquarters in Maginhawa, QC
1. Those who have psychiatric illness2. Who need long term therapy3. 67% cannot afford long term therapy4. But these patients need therapy5. No private health insurance for mental
health
SUMMARY
6. PROJECT SISA: Crowd Funding for Mental Health7. Competition: Behavior of Non-TreatmentOther health insurance companies8. Personal Marketing 9. Within Metro manila10. Low Cost Strategy
SUMMARY
10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche
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Project Sisa
Looking for ways to provide Universal Mental Health
Coverage