10-STEP MARKETING PLAN

HEALTH COVERAGE 101

HEALTH MANAGEMENT

SYSTEM

Bernadette C. Angustia

Marketing Management

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

HEALTH INSURANCE SITUATIONER

Only 11% of the public have social

health insurance accounts

Several HMOs are now available

including Phil Health

Filipino mass is not well informed of

the presence and benefits of HMOs

PHIL HEALTH SITUATIONER

Government owned corporation

Aim: get every Filipino covered

Obstructions of achieving its goal:

o Awareness of the public is lacking

o Hence, Accessibility and Availability is

a problem as far as the public is

concerned

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

STEP 1:

THE PRIMARY TARGET MARKET

STAKEHOLDERS

PhilHealth

o Still not achieving its goal of 100% coverage

Filipino Publico Oblivious to the existence of HMOs

o Unaware of the benefits of HMOs

o Intimidated by the “gravity” of health information

o Culture: Health is my own responsibility not others; Lack of

foresight

STAKEHOLDERS

Other HMOs

o Providing for the 11% who have health coverage

o Gets subsidies from Phil Health for clients that are Phil

Health members as well

o Ally or Competition

STEP 2:

NEEDS, WANTS, AND DEMANDS OF

THE TARGET MARKET

PHIL HEALTH

Wants: achieve its goal of 100%

coverage;

Needs: educate and “market” their

product to the Filipino people; Re-

think their strategy to reach the public

Demands: more efficient information

dessimenation regarding Health Care

and Health Coverage

FILIPINO PUBLIC

Needs: to be educated on the importance of

health and the availability of HMOs (value of

“saving-up” for times of health troubles)

Wants: easy access to cheap health

services

Demands: government to shoulder

expenses, most especially the indigents

OTHER HMOS

Needs: to reach more people to avail of their

services

Wants: to cover more and more Filipinos; to

earn more profit

Demands: increase in number of members

and market shares

STEP 3:

COMPETITION AND COMPETITIVE

POSITION MAP

DIRECT COMPETITION

Other Health Care Insurance

(HMO) Providers available in the

market

Target:- Those who can afford

- Hospital based, usually tertiary

- Companies that offer health coverage to their

employees

INDIRECT COMPETITION/ HURDLES

Service provided may initially be presented as redundant due to presence of RHUs

Culture of the Filipino People

Resistant to change

Unaware and uneducated

Lacking in foresight when it comes to health

Price

Service Quality

Other HMOs

HC 101

STEP 4:

THE GAP - POSITIONING STATEMENT

“BRIDGE TO HEALTH CARE”

The NEED for better health care

Means of making public aware of Phil Health benefits

Bridging the gap between the Phil Health Goal and

actual figures

Bridging Phil Health and the Filipino Public for a

healthier nation

STEP 5:

MARKET SIZE

PHILIPPINE HEALTH

Only 11% are covered by HMO, that

means there exist 89% to be targeted

Expensive health care: medication,

service, hospitalization

STEP 6:

THE PRODUCT

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

STEP 7:

PROMOTIONS

TIE-UPS

1. Phil Health – collaborative effort to achieve 100% coverage of the Philippines

2. LGUs- come up with offers an health plan packages tailored for their citizens

3. Other HMOs – tie up for events like concerts, talks, mall tours/info kiosks to educate and reach the Public

4. Hospitals – collaborate with hospitals to help influence/persuade their patients to apply for Phil Health = lessen the loss from patients without HMO who are unable to pay

ADVERTISE

1. Commercials – using local celebrities as spoke persons who by the way are paid with x-deals such as free health insurance or tax deductibles etc.

2. Events/talks – in malls and in cities

3. Posters and print ads

4. Physicians – educate their patients on the importance of health and the availability of health care provision

STEP 8:

THE PRICE. HOW DO WE EARN?

HOW DO WE EARN?

1. Commission – percentage to be

given/paid to the company by Phil Health

for every person that joins in

2. “Patong” – additional fee to the annual

fee for the first 2 years

3. Sponsorship – every event to be planned

and handled by the company would have

sponsors to pay to participate

STEP 9:

THE PLACE

WHERE WILL WE BE THEN?

Where Phil Health is, there too we shall be

LGUs, BHUs

PhilHealth accredited physician offices

Hospitals

Television, Radio, Print

Malls and Town Proper

STEP 10:

THE WINNING STRATEGY

THE WINNING STRATEGY

Goal: To Bridge the gap between the Filipino Public and Phil Health

Focus on educating and informing the Public of Phil Health processes and benefits through simple, fun, and relevant events

The missing link to attaining the better, healthier life. Which would equate to a happier, more efficient nation.

10-STEP MARKETING PLAN

HEALTH COVERAGE 101

HEALTH MANAGEMENT

SYSTEM

Bernadette C. Angustia

Marketing Management