1. 10 Steps: Marketing Plan for Maxicare Oliver Chan Cristina Garcia Rose Ann Palma Ateneo Graduate School of Business Ateneo School of Medicine and Public Health 10 January 2011

3. Maxicare’s Marketing Mix and Strategy 6. Pre-paid health delivery system. 7. Maxicare packages are priced at a premium of 10% compared to other HMOs with a range from P8,000 – P67,000 / year. 8. Uses sales agents, doctors, events, Maxibears, and company website. 9. Available nationwide. 10. Uses a best in service approach to win.

7. Direct and Indirect Competitors

8. Competitive Position Map

9. Competitive Position Map

11. Based on competitor data, HMO market is P10.5 B industry and Maxicare’s share is 1.698 B (16% market share)

13. Estimate market size using customer data (Market size = 59 B) Only 45% have insurance. Filipinos with insurance = 94 million x 45% = 42.3 million Market size = 42.3 M Filipinos x P1,400 = 59 billion

14. HMO industry is dominated by 3 major brands

15. Product Description

16. Product Description Plan Type Room and Board Accomodations Maximum Benefit Limit (Php)

17. Product Description

18. Out-Patient Care In-Patient Care Product Description

19. Preventive Care Annual Check-Up Product Description

20. Emergency Care Product Description

21. Promo: At Present

23. Promo: At Present

24. Promo: Competitor

25. Promo: Competitor

26. Price : Fixed Plans

27. Price

28. Price : Customized Plans

30. Place: Accessibility

36. SUMMARY

38. Maxicare’s Marketing Mix and Strategy 6. Pre-paid health delivery system. 7. Maxicare packages are priced at a premium of 10% compared to other HMOs with a range from P8,000 – P67,000 / year. 8. Uses sales agents, doctors, events, Maxibears, and company website. 9. Available nationwide. 10. Uses a best in service approach to win.

39. 10 Steps: Marketing Plan for Maxicare Oliver Chan Cristina Garcia Rose Ann Palma Ateneo Graduate School of Business Ateneo School of Medicine and Public Health 10 January 2011