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10 Step Marketing Plan for Kapit Kamay sa Kalusugan A Service-oriented NGO for the PhilHealth Indigent Program Angustia, Ayes, Co, Tumibay, Vega

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Page 1: Collated product marketing plan

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