10 step product marketing plan
DESCRIPTION
ASMPHMDMBA MArketingTRANSCRIPT
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Universal CoverageA 10 Step Marketing Initiative
Marketing ManagementAlfonso Gabriel A. Vega
Health in the Philippines
Lifestyle and infectious disease
Major public concern that is underappreciated
Majority of Filipinos fall below the poverty line
Sustenance living
Unable to pay for the health services they need
Health Insurance in the Philippines
Health expenditure predominantly out-of-pocket
PhilHealth unable to shoulder all costs
No universal coverage
Health insurance facts
<20% have full, continuous health coverage
People don’t see the importance of coverage
Misinformation˜
Product: The Middle Man
Bridge between the government and the people
Outsourcing marketing of Philhealth
Aim of universal health coverage
Step 1: Identifying the Primary Market
Stakeholders
Philhealth Goal of 100% coverage Decreasing OOP expenditures for every Filipino
Filipinos Risk stratification Primary target market Addressing health misconceptions
Other HMOs Role in the driving up healthcare costs
What they need, want, demand
Philhealth
Wants: connect to the people
Needs/Demands: universal healthcare coverage; hatch an information campaign that is successful in disseminating its message to people of various socioeconomic classes
Filipino People
Wants Better informed about benefits
Need/Demands Bring down the cost of healthcare Better healthcare provision
Health Maintenance Organizations
Needs Cover more people
Wants/Demands
Competition and Competitive Position Map
Competition
Direct HMOs- means of paying the premium; higher
socioeconomic classes Local government insurance- localized version of
Philhealth targeting the lower socioeconomic classes
Indirect Competition
Service may be similar to some already existing programs of local government units
Public perception Hurdle to knowledge dissemination
Product Mapping
Price
Quality
Philhealth before Middle Man
Philhealth with
Middle Man
HMOsLevel of service
Gap Positioning Statement
Now and what needs to be done Importance of 100% coverage Lowering health care costs Better profiling and stratification of clients Designing better packages Being in touch with the people
Market Size
Whole Filipino population
Specifically focusing on >80% who actually have little to no health insurance coverage
The Product
The Middle Man Breaking barriers between government agencies and
the people Form of BPO Focusing more on exploiting certain characteristics
of the particular situation and using it as a competitive advantage
Promotions
Collaborations with: LGUs NGOs Existing government agencies for sources of
information Hospitals as partners in healtchare information
dissemination and program involvement
Print and agency advertising
Turning a Profit
Earning Revenues
Possible options: Commissions for every person enrolled into the
program Increasing premiums to cover additional costs of
operations Pro-bono effort from non-government organizations
that share the same mission/vision
The Place
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
Strategy to win
Connecting to the people who need our service the most
Get the message across that our aim is to lower down the cost of healthcare for everyone
Focus on the educating and informing out target population
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Universal CoverageA 10 Step Marketing Initiative
Marketing ManagementAlfonso Gabriel A. Vega