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

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 Systems

Primarily PhilHealth

LGU subsidies for residents (i.e. PCGH)

Health card service providers

Health Insurance in the Philippines

Health expenditure predominantly out-of-pocket

PhilHealth unable to shoulder all costs

No universal coverage

Current PhilHealth Issues*

Information management systems- Requirements unclear for enrollees- Too much time spent explaining processes

Poor Turnaround time

Accessibility

Compliance

Performance Indicators

*Based on US-AID policy unit report Del. No. 28 dated June 30, 2005, available at http://erc.msh.org/LEAD_CD/D_Partnership_Arrangements/PhilHealth_Operational_Issues.pdf

The San Isidro Model

LGU fund reallocation towards health

Enrollment of constituents in PhilHealth program

Prioritization of health projects

Promotion of health-oriented topics to constituents

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

Step 1: Primary Target MarketThe Filipino Family

The “seniorcitizens”

The breadwinners

The mothers

The youth

Stakeholders

PhilhealthGoal of 100% coverage

Decreasing OOP expenditures for every Filipino

FilipinosRisk stratification

Primary target market

Addressing health misconceptions

Privately operated HMOsRole in the driving up healthcare costs

Low cost health services but with good quality

Faster service minus the hassles

Step 2: Needs, Wants, and Demands of the new-age Filipinos

Types of Indigent Patients

Ka-Freddy - the worker

Aling Mila - the single mother with children

Mang Caloy - the elderly retired

Tenten & Myrna - the young unemployed

“Ka-Freddy”

Desires Job security - steady income

Blue-collar jobs - constant threat to health

Immediate return to workforce after treatment

“Aling Mila”

Desires Family security and stability

Juggles supporting self and household

Importance of prevention of illness

“Bawal ako magkasakit”

“Mang Caloy”

Desires disease-free retirement with partner

Partner’s health usually precedes their own

Importance of minimizing impact of illness

Tenten & Myrna

Desires personal stability in raising a child

Problems with stable income and education

Usually reluctant to seek aid

Step 2:Needs, Wants, and

Demands of the PTM

Filipino People

WantsBetter informed about benefits

Need/DemandsBring down the cost of healthcare

Better healthcare provision

PhilHealth

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

WantsMore streamlined process

DemandsActive participation of clients in health care

Step 3:Competition and

Competitive Position Map

Direct Competition

Other Health Care Insurance (HMO) Providers

Target:- Salary earners- Hospital based, usually tertiary- Stratified capitation

Indirect Competition

“Sulit Cards”

Target- Indigents with little/no

money for medicines/services

- Limited

KKK

Competitive Position Map

PR

ICE

SERVICE QUALITY

RHUs

Private HMOs

Local Governm

ent Health

Subsidies

Step 4:The Gap - Positioning

Statement

Gap Positioning Statement

Now and what needs to be doneImportance of 100% coverage

Lowering health care costs

Better profiling and stratification of clients

Designing better packages

Being in touch with the people

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

Step 5:Market Size

Philhealth = 85% national coverage4.6 Million Filipino families are poor (26.9%) (2005)

3C Perspective

35%

69%

82%

CLASS ABC

CLASS D

CLASS E

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

Health Management made Accessible

HMO intermediary between patient and PhilHealth

Personal assistance in completion of PhilHealth requirements

Assurance of premium payment

Personalization of health benefits specific to their needs

For Ka-Freddy...

Monthly wellness check-up

Coverage for dependents

Rehabilitation coverage for injuries

Processing for PhilHealth coverage and company requirements

For Aling Mila...

Coverage for dependents

Monthly wellness check-up, including maternity check-up

Maternal screening packages

Immunization packages

For Mang Caloy...

Monthly wellness check-up

Yearly executive check-up

Coverage for maintenance medications

For Tenten & Myrna...

Maternity wellness package

Breastfeeding education programs

Procurement of pre-employment clearance

Quarterly wellness check-ups

Step 7:Promotions

Step 7: Promoting the Product

• Word of mouth (doctors)•Mass media (internet, cellphones)•Health centers (posters, pamphlets)

Step 8:The Price

Additional 20% on the premium for convenience, efficiency, personalized health care packages

Prices

Step 9: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

Kiosks near bayad centers

Health centers

Hospitals

Malls

Offices

Specifically

Step 10:The Winning Strategy

The Winning Strategy

Goal: Improve PhilHealth coverage and access to its benefits

Focus on core weakness of PhilHealth processes

- Patients don’t know their benefits- They don’t know HOW to obtain their benefits- They can’t allocate their healthcare budget on what’s

most important to them

Forward accessibility of services

Customized packages at a low price

Provide convenience and efficiency Newborn

health care

Wellness Check-

ups

Emergency health

care