1. 10 Step Marketing Plan forKapitKamaysaKalusugan A Service-oriented NGO for the PhilHealth Indigent Program Merce Kristin F. Tumibay

2. Outline: Primary Target Market Needs Wants and Demands Competition and Competitive Position Gap Market Size (3Cs) Marketing Mix 4Ps The Product Promo Place Price Generic Winning Strategy

3. PhilHealth What is the problem? PhilHealth Indigent Program (IP) enrolment rate varies per region RHUs Indigents do not avail of IP Too many requirements Too many procedures Health is seen as an on-the-spot commodity. (Importance of prevention is not emphasized)

4. (1) Primary target market

5. My Primary Target Market is… PhilHealth KKK will offer its services of application processing and promoting primary care to the indigenous members of society

6. (2) Needs wants demands

7. Needs, Wants, and Demands Needs Increase IP enrolment rates (Goal of PhilHealth: Universal Coverage by 20__) Wants More streamlined process Demands Active participation of clients in health care

8. (3) Competition and Competitive Position

9. Who are our competitors? Direct Competitors Rural Health Units Indirect Competitors Other insurance programs Out-of-Pocket payments Local Government Units subsidies for own residents (Pasig)

10. Competitive Position Map Private HMOs Local Government Health Subsidies PRICE KKK RHUs SERVICE QUALITY

11. 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 point Efficient service

12. (5) Market size According to the 2000 Family Income and Expenditure survey , incidence of poor families is at 28.4 percent or 4.3 million families 26.5 million people (assuming 1 household = 6 members)

13. Product Product description A non-profit organization who bridges PhilHealth and the indigent people Meets the PhilHealth related responsibilities of the LGU Application and processing of PhilHealth forms Promoting prevention and the use of primary health care facilities (vs. local government hospitals)

14. Promo Strengthen the bond between PhilHealth and the indigent members of the community by making them aware of the benefits of participating through tie-ups with the rural health units and local government hospitals. RHU – mainly on prevention and primary care In the end, this is where we want most of the transactions to be happening because its at the level of the people LGH – focused on secondary and tertiary care

15. Promo “Palengke kiosks” to reach out to people For applications and follow-ups of forms At several gathering places such as the market place or community centers Advertise to the young-ones Health promoting and health seeking behavior should be inculcated at an early age Introduce the concept of PhilHealth to high school students Tie-up with RHUs to provide basic necessary screening/diagnostic tests to diagnose disease in the early curative phase (ex. Blood sugar screening)

16. Place Will target initially LGUs with low IP membership (ARMM) Then, will slowly cover for medium IP membership

17. Affordable quality service Generic Winning Strategy

18. 10 Step Marketing Plan forKapitKamaysaKalusugan A Service-oriented NGO for the PhilHealth Indigent Program Merce Kristin F. Tumibay