product marketing

1. Philippine Health Insurance Corporation - Avian Co January 2011

2. PHIC is for ALL Who want to enjoy health privileges without the hassle Option to go to different private HMOs Gap: Competitor’s quality is good but not everyone can afford 85% national coverage PHIC: Universal Health Coverage

3. Step 1: Primary Target MarketThe Filipino Family The “senior citizens” The mothers The youth The breadwinners

4. Low cost health services but with good quality Faster service minus the hassles Step 2: Needs, Wants, and Demands of the new-age Filipinos

5. Step 3: Knowing where you standCompetitor and Competitor’s Position Other private HMOs PRICE PhilHealth SERVICES

6. Step 4: Where do we come in? The Gap, the Opportunity, the Positioning Other private HMOs RxMEN PRICE PhilHealth SERVICES

7. Philhealth = 85% national coverage 4.6 Million Filipino families are poor (26.9%) (2005) Step 5: 3C Perspective CLASS ABC 35% CLASSD 69% 82% CLASS E

8. Personalized packages Great service without the extra effort Greater coverage, easier access Step 6: The Product

10. Mass media (internet, cellphones)

12. Kiosks near bayad centers Health centers Hospitals Malls Offices Step 9: Availability

13. Customized packages at a low price Provide convenience and efficiency Step 10: The Strategy Newborn health care Emergency health care Wellness Check-ups

14. Philippine Health Insurance Corporation - Avian Co January 2011