1. Maxicare aims to provide quality healthcare to working individuals through various plans for individuals and businesses. 2. It targets the 18-60 age group across income levels. 3. Maxicare differentiates itself by exploring new healthcare areas while maintaining quality in its current programs.

1. 10 Steps:
Marketing Plan for
Maxicare
Rose Ann S. Palma
Ateneo School of Medicine and Public Health

2. SUMMARY
1. Maxicare is for all working individuals
2. Who wants access to health care without thinking
about financial matters
3. And have other options such as PhilHealth,
Intellicare,Medicard, etc.
4. Gap is all the others focus on individuals and those
working in corporations
5. The market size is around P10 billion, Maxicare share
is around P1 billion

3. SUMMARY
6. Maxicare
7. Prices slightly higher than most competitors
8. Uses different forms of media
9. Available nationwide
10.Explores new areas while ensuring quality of
current programs to win

4. Primary Target Market
• Small and Big Business Entities and their Employees
– 18-60 years old
– Male and Female
– Class A, B, C
– Single or Married
• Part of the working class
– No particular stage in their career
• Have stable jobs and yet will benefit
from having a reliable medical assistance

5. My Primary Target’s Needs, Wants, and
Demands
Members of the working class need:
• Access to medicines and doctors for
their health needs
• Assurance that these will be available
to them at any given time regardless of
their current financial position
• Confidence that they are capable of
taking care of themselves
Members of the working class need:
• Access to medicines and doctors for
their health needs
• Assurance that these will be available
to them at any given time regardless of
their current financial position
• Confidence that they are capable of
taking care of themselves

6. My Primary Target’s Needs, Wants, and
Demands
Members of the working class or
their employers choose Maxicare
because:
• reputation/name
• credibility and awareness of the
company
• packaging
• price
Members of the working class or
their employers choose Maxicare
because:
• reputation/name
• credibility and awareness of the
company
• packaging
• price

7. My Primary Target’s Needs, Wants, and
Demands
Members of the working class or
their employers expect that
Maxicare will:
• deliver what it promises which is
to help people achieve peace
of mind through quality
healthcare
Members of the working class or
their employers expect that
Maxicare will:
• deliver what it promises which is
to help people achieve peace
of mind through quality
healthcare

8. Formidable Competitors

9. Maxicare = Better Delivery Health
Care
Price/Plans Individuals Corporate Small-Medium
Enterprises
High Price
Low Price
MXMXMCMC
II
PHPH

10. Maxicare = Better Delivery Health Care
• Maxicare stays true to its promise to provide better delivery
of health care for Filipinos by providing different plans for
individuals and different sizes of business
– Launched a new program for small- and medium-scale enterprises
• Maxicare not only focuses on the improvement of current
programs but also on other and new aspects of health care
that they can respond to
• Others focuses on developing present projects to improve
company statistics

11. Maxicare = Better Delivery Health Care
• Maxicare stays true to its promise to provide better delivery
of health care for Filipinos by providing different plans for
individuals and different sizes of business
– Launched a new program for small- and medium-scale enterprises
• Maxicare not only focuses on the improvement of current
programs but also on other and new aspects of health care
that they can respond to. It is not afraid to venture into new
frontiers
• Others focuses on developing present projects to improve
company statistics

12. Competitor’s Data Estimated Market: > P 10.5B
Source: http://chinabusinessphilippines.com/index.php?option=com_content&view=article&catid=1%3Acover-feature&id=873%3Athe-pink-of-health&Itemid=68

13. Market Share: Company Data

14. Estimated Total Market Size Based On Maxicare
Data
• Maxicare Revenues = P1.7 billion
• Maxicare claimed market share: 25%
• Total HMO market size is P1.7billion/0.25 = P6.8 billion

15. The HMO Industry

16. Maxicare

17. Maxicare
• formerly known as Philippine Health Care Providers, Inc
• one of the pioneer health maintenance organizations in the
Philippines
• established in 1987 by a group of doctors and businessmen
• believes in providing its members comprehensive
health programs with unsurpassed levels of customer
service, quality and cost effectiveness

18. Maxicare
Mission
To help people
achieve peace of
mind through
QUALITY
Healthcare
Vision
To be the leading
Health Maintenance
Organization
preferred by customers
because of Superior
Service

19. Maxicare
• Services Offered

20. There’s a Maxicare for Everyone!

21. Prices
• Prices Slightly higher compared to other leading HMOs
Plan Type Room and Board
Accommodation
Maximum Benefit
Limit (PHP)
Platinum Plus Large private 200,000
Platinum Regular private 150,000
Gold Regular private 100,000
Silver Semi private 60,000

22. Promotions
• More aggressive advertising
campaign
– All forms of media
– Form affiliations with popular
TV shows, can offer free plans
for selected individuals
– Can distribute goodies bearing
company logo to new
members
– Can go to small and medium
business for more interactive
promotions
– Highlight how Maxicare
envisions a better state of
health for Philippines

23. Promotions
• Additional plan packages
– More affordable
– More expensive but with
more benefits
• Venture to unexplored health
issues that are currently not
being addressed
– Psychiatric condition
– Wellness programs
– Smoking rehabilitation

24. Competitors’ Promotions

25. Competitors’ Promotions

26. Maxicare is Everywhere
Sales People
Numerous
Offices
(Independent, in
Establishments &
Institutions)
Internet
Telephone

27. Maxicare is Number One
• Maxicare manages to stay on top by staying
true to its mission of improving quality of health
care in the Philippines by making health
accessible, affordable, and top-notched to
Filipinos.
• At the same time, Maxicare dares to venture to
uncharted waters.

28. SUMMARY
1. Maxicare is for all working individuals
2. Who wants access to health care without thinking
about financial matters
3. And have other options such as PhilHealth,
Intellicare,Medicard, etc.
4. Gap is all the others focus on individuals and those
working in corporations
5. The market size is around P10 billion, Maxicare share
is around P1 billion

29. SUMMARY
6. Maxicare
7. Prices slightly higher than most competitors
8. Uses different forms of media
9. Available nationwide
10.Explores new areas while ensuring quality of
current programs to win

30. 10 Steps:
Marketing Plan for
Maxicare
Rose Ann S. Palma
Ateneo School of Medicine and Public Health