10 step product marketing plan

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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