1) The document proposes a 10 step marketing plan for a service-oriented NGO called KapitKamaysaKalusugan that would serve as an intermediary between the Filipino public and the Philippine Health Insurance Corporation (PhilHealth) to help increase enrollment. 2) The target market is low-income Filipino families who are currently not enrolled in PhilHealth. The proposed NGO would help simplify the enrollment process and provide personalized healthcare packages tailored to different demographic groups. 3) The marketing plan involves determining customer needs, analyzing competition, positioning the service, estimating market size, developing product and pricing details, selecting distribution channels, and promoting the offering with a focus on accessibility

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

2. 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

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

4. Health Insurance in the Philippines Health expenditure predominantly out-of-pocket PhilHealth unable to shoulder all costs No universal coverage

6. Too much time spent explaining processesPoor 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

7. 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

8. 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

9. Step 1:The Primary Target Market

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

11. Stakeholders Philhealth Goal of 100% coverage Decreasing OOP expenditures for every Filipino Filipinos Risk stratification Primary target market Addressing health misconceptions Privately operated HMOs Role in the driving up healthcare costs

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

13. 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

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

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

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

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

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

19. Filipino People Wants Better informed about benefits Need/Demands Bring down the cost of healthcare Better healthcare provision

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

21. Step 3:Competition and Competitive Position Map

23. Hospital based, usually tertiary

26. Step 4:The Gap - Positioning Statement

27. 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

28. 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

29. Step 5:Market Size

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

31. Step 6:The Product

32. 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

33. 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

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

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

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

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

38. Step 7:Promotions

40. Mass media (internet, cellphones)

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

43. Step 9:The Place

44. 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

45. Kiosks near bayad centers Health centers Hospitals Malls Offices Specifically

46. Step 10:The Winning Strategy

48. They don’t know HOW to obtain their benefits

49. They can’t allocate their healthcare budget on what’s most important to themForward accessibility of services

50. Customized packages at a low price Provide convenience and efficiency Newborn health care Emergency health care Wellness Check-ups