Sure Health - Increasing access to health in Nigeria
10 step product marketing plan
1. Universal Coverage A 10 Step Marketing Initiative Marketing Management Alfonso Gabriel A. Vega
2. 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
3. Health Insurance in the Philippines Health expenditure predominantly out-of-pocket PhilHealth unable to shoulder all costs No universal coverage
4. Health insurance facts <20% have full, continuous health coverage People don’t see the importance of coverage Misinformation˜
5. Product: The Middle Man Bridge between the government and the people Outsourcing marketing of Philhealth Aim of universal health coverage
7. 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
9. 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
10. Filipino People Wants Better informed about benefits Need/Demands Bring down the cost of healthcare Better healthcare provision
13. Competition Direct HMOs- means of paying the premium; higher socioeconomic classes Local government insurance- localized version of Philhealth targeting the lower socioeconomic classes
14. Indirect Competition Service may be similar to some already existing programs of local government units Public perception Hurdle to knowledge dissemination
15. Product Mapping HMOs Level of service Price Philhealthbefore Middle Man Philhealth with Middle Man Quality
16. 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
17. Market Size Whole Filipino population Specifically focusing on >80% who actually have little to no health insurance coverage
18. 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
19. 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
21. 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
23. 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
24. 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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26. Universal Coverage A 10 Step Marketing Initiative Marketing Management Alfonso Gabriel A. Vega