10 STEP Marketing Plan for PhilHealth’s Voluntary Program

Ronald M. MacapinlacMarketing Management30 November 2010

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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

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