1. CF Cabreros, HJ Liwanag, JJ Miranda, R Macapinlac, P Uy Ateneo School of Medicine and Public Health January 2011 10 STEP Marketing Plan for PhilHealth’s Individually Paying Program (IPP)

4. Positioning to the Primary Target Market Part 1: Steps 1 to 5

9. Maslow’s Hierarchy of Needs I cannot even move up the triangle without fulfilling the most basic need of all: health ASMPH Students, in the spirit of cura personalis , want to be the best they could be, biopsychosocially

14. PhilHealth has the cheapest cost for the benefits it provides Price vs. Benefits Matrix Price/Benefits Matrix Basic Health Coverage Comprehensive Health Coverage High Price HMOs Low Price PhilHealth

15. PhilHealth is affordable and provides basic coverage PRICE/ BENEFITS Hospitalization/ Drugs/ Diagnostics Outpatient Benefits Other services e.g. dental/ hospice care P100/ month; regardless of health status > P500/ month (e.g. HMOs); based on risk profiling

16. PhilHealth: We’re around when needed most… COVERAGE / SERVICE UNITS Accredited Healthcare Providers Payment Collection System NATIONWIDE Selected healthcare providers only; HMO service areas only

17. PhilHealth: We’re around when needed most… Network of more than 240 hospitals and approximately 3000 doctors and dentists nationwide.

20. 5a. Based on PhilHealth data, the potential remains very large!

21. 5a. Based on PhilHealth data, the potential remains very large!

23. 5a. Based on PhilHealth data, the potential remains very large! Stats & Charts PHILIPPINE HEALTH INSURANCE CORPORATION First Semester 2010

24. 5b. Based on latest NSO data, the potential PhilHealth IPP market includes 16M people!

25. The Marketing Mix Strategy Part 2 Steps 6 to 10

26. 6a. The HMO industry is dominated by PhilHealth, with small independent “others”

27. 6. PhilHealth vs. Competitors (e.g. HMOs) Health Policy Notes. Volume 5: Issue 2 (July 2009). Department of Health, Manila, Philippines Caters to all socioeconomic classes; low, affordable premium Mostly upper middle class, formally employed sector; higher premiums 76% coverage of national population (as of 2008) Around 25 HMOs cover 3M Filipinos Primary health insurance Wrap-around insurance: PhilHealth-first-then-HMO coverage Standardized accreditation system Individual accreditation systems Uses solidarity principle of a single, national risk pool Fragmented risk pools; uses risk profiling Nationwide distribution of accredited healthcare providers Limited network of healthcare providers Nationwide access points/payment centers Limited payment centers

30. 7. Price of only P100/month!

31. 8a. Promotion www.philhealth.gov.ph

34. 8b. Competitors’ Promo

35. 8b. Competitors’ Promo Philam Care Health Systems is the country’s leading multi-service Health Maintenance Organization (HMO) that provides preventive & curative healthcare services & hospitalization benefits to over 300,000 members nationwide. Limited coverage Higher premiums Stringent requirements Tailored programs

36. 9. Place – Ease of continuing membership

37. 9. Place – Ease of continuing membership

40. Summary

43. CF Cabreros, HJ Liwanag, JJ Miranda, R Macapinlac, P Uy Ateneo School of Medicine and Public Health January 2011 10 STEP Marketing Plan for PhilHealth’s Individually Paying Program (IPP)