10 step mktg plan for philhealth
TRANSCRIPT
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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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)
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Promoting the Product
•Step # 7▫Ads
Social Responsibility SPR
Promotions Social Networking Prints/Commercials
▫Direct Marketing▫Affiliations/Partnerships
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Pricing the Product
•Step # 8▫100 pesos a month▫Discounted price for
full payment in a year
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Where to find the product?•Step # 9
▫In all government hospitals nationwide
– Partner private medical centers nationwide
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The Winning Market Form•Step # 10
▫young individuals, the hope of the future
▫sustainable development▫nation building
social solidarity▫affordability▫accessibility▫availability
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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
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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
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Product: IPP Price: 100 pesos per month Promo : all forms of media, social
networking
Summary: Marketing Strategy
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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
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10 STEP Marketing Plan for PhilHealth’s Voluntary Program
Ronald M. MacapinlacMarketing Management30 November 2010
21