1. 10-Step Marketing Plan
Kapit-Kamay sa Kalusugan (KKK)
Health Management System
Marc Edsel C. Ayes
Marketing Management
November 30, 2010

2. Health Insurance
Systems
• Primarily PhilHealth
• LGU subsidies for
residents (i.e. PCGH)
• Health card service
providers

3. 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

4. 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

5. Proposal:The Product
• Inter-mediation between Indigent
Patients and PhilHealth Services
• Streamline processes for patients
• Create Health Agendas for selected groups
of indigents

6. Step 1:
The Primary Target
Market

7. Stakeholders
• PhilHealth
• Indigent patients
- Poor understanding of PhilHealth policies
- Inadequate access to information
- Non-utilization of PhilHealth benefits
- Fail to see merits of health insurance

8. 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

9. Step 2:
Needs,Wants, and
Demands of the PTM

10. 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

11. “Ka-Freddy”
• Desires Job security -
steady income
• Blue-collar jobs -
constant threat to health
• Immediate return to
workforce after
treatment

12. “Aling Mila”
• Desires Family
security and stability
• Juggles supporting self
and household
• Importance of
prevention of illness
• “Bawal ako magkasakit”

13. “Mang Caloy”
• Desires disease-free
retirement with partner
• Partner’s health usually
precedes their own
• Importance of
minimizing impact of
illness

14. Tenten & Myrna
• Desires personal
stability in raising a
child
• Problems with stable
income and education
• Usually reluctant to seek
aid

15. Step 3:
Competition and
Competitive Position
Map

16. Direct Competition
• Other Health Care Insurance (HMO)
Providers
• Target:
- Salary earners
- Hospital based, usually tertiary
- Stratified capitation

17. Indirect Competition
• “Sulit Cards”
• Target
- Indigents with little/no
money for
medicines/services
- Limited

18. PhilHealthPhilHealth
Price
Service Quality
HMO ServicesHMO Services
MaxicaMaxica
rere
MEDIcarMEDIcar
dd
MedSeMedSe
rvrv
KKKKKK

19. Step 4:
The Gap - Positioning
Statement

20. “A Health-Coach”
• The NEED to clarify
processes in PhilHealth
• Aid in obtaining
PhilHealth benefits
• Lay out a health
agenda specific to their
needs
• Promote self-
sufficiency

21. Step 5:
Market Size

22. Healthcare Costs
• Raising price of health care
• Expected to increase by 10-15% in the next
5 years
• Advances in technology and specialization

23. Solutions?
• Improved subsidy (LGU/national)
• HMO entrants - currently 18 listed in
Metro Manila alone
• PhilHealth coverage
- LGUs promoting 100% PhilHealth coverage
- San Isidro Formula

24. Step 6:
The Product

25. 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

26. For Ka-Freddy...
• Monthly wellness check-
up
• Coverage for
dependents
• Rehabilitation coverage
for injuries
• Processing for
PhilHealth coverage and
company requirements

27. For Aling Mila...
• Coverage for
dependents
• Monthly wellness check-
up, including maternity
check-up
• Maternal screening
packages
• Immunization packages

28. For Mang Caloy...
• Monthly wellness check-
up
• Yearly executive check-
up
• Coverage for
maintenance
medications

29. For Tenten & Myrna...
• Maternity wellness
package
• Breastfeeding education
programs
• Procurement of pre-
employment clearance
• Quarterly wellness
check-ups

30. Step 7:
Promotions

31. Collaboration
• Make a collaborative effort with PhilHealth
to widen its base
• Present applications at PhilHealth booths in
selected hospitals

32. Health Care Centers
• Flyers and brochures at HCCs for
increased awareness
• Person-to-person marketing of service at
weekly HCC visits of target patient groups

33. The Doctors
• Provide option to patients through
PhilHealth Doctors
• Selection of indigents that may benefit from
the service

34. Step 8:
The Price

35. Current Premium
• 100Php/month to be paid on quarterly,
semi-annual, or annual schemes

36. Proposed Premium
• Additional 50Php per month for the first
year

37. Step 9:
The Place

38. Where to find it?
• Wherever there is PhilHealth
• Barangay Health Centers
• PhilHealth accredited physician offices

39. Step 10:
The Winning Strategy

40. 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

41. 10-Step Marketing Plan
Kapit-Kamay sa Kalusugan (KKK)
Health Management System
Marc Edsel C. Ayes
Marketing Management
November 30, 2010