10 Step Marketing Plan forKapit Kamay sa KalusuganA Service-oriented NGO for the PhilHealth Indigent ProgramMerce Kristin F. Tumibay

Outline:Primary Target Market

Needs Wants and Demands

Competition and Competitive Position

Gap

Market Size (3Cs)

Marketing Mix4Ps

The Product

Promo

Place

Price

Generic Winning Strategy

PhilHealth

What is the problem?PhilHealth Indigent Program (IP) enrolment rate varies per region

RHUs

Indigents do not avail of IPToo many requirements

Too many procedures

Health is seen as an on-the-spot commodity. (Importance of prevention is not emphasized)

(1) Primary target market

My Primary Target Market is…

PhilHealth KKK will offer its services of application processing and promoting primary care to the indigenous members of society

(2) Needs wants demands

Needs, Wants, and Demands

NeedsIncrease IP enrolment rates (Goal of PhilHealth: Universal Coverage by 20__)

WantsMore streamlined process

DemandsActive participation of clients in health care

(3) Competition and Competitive Position

Who are our competitors?

Direct Competitors

Rural Health Units

Indirect Competitors

Other insurance programs

Out-of-Pocket payments

Local Government Units subsidies for own residents (Pasig)

KKK

Competitive Position Map

PR

ICE

SERVICE QUALITY

RHUs

Private HMOs

Local Governm

ent Health

Subsidies

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

(5) Market size

According to the 2000 Family Income and Expenditure survey , incidence of poor families is at 28.4 percent or 4.3 million families

26.5 million people (assuming 1 household = 6 members)

Product

Product descriptionA non-profit organization who bridges PhilHealth and the indigent people

Meets the PhilHealth related responsibilities of the LGU

Application and processing of PhilHealth forms

Promoting prevention and the use of primary health care facilities (vs. local government hospitals)

Promo

Strengthen the bond between PhilHealth and the indigent members of the community by making them aware of the benefits of participating through tie-ups with the rural health units and local government hospitals.

RHU – mainly on prevention and primary care

In the end, this is where we want most of the transactions to be happening because its at the level of the people

LGH – focused on secondary and tertiary care

Promo

“Palengke kiosks” to reach out to peopleFor applications and follow-ups of forms

At several gathering places such as the market place or community centers

Advertise to the young-onesHealth promoting and health seeking behavior should be inculcated at an early age

Introduce the concept of PhilHealth to high school students

Tie-up with RHUs to provide basic necessary screening/diagnostic tests to diagnose disease in the early curative phase (ex. Blood sugar screening)

Place

Will target initially LGUs with low IP membership (ARMM)

Then, will slowly cover for medium IP membership

Generic Winning Strategy

Affordable quality service

10 Step Marketing Plan forKapit Kamay sa KalusuganA Service-oriented NGO for the PhilHealth Indigent ProgramMerce Kristin F. Tumibay