10steps maxicare
TRANSCRIPT
10 Steps: Marketing Plan for
Maxicare
Rose Ann S. PalmaAteneo School of Medicine and Public Health
SUMMARY
1. Maxicare is for all working individuals2. Who wants access to health care without
thinking about financial matters3. And have other options such as PhilHealth,
Intellicare,Medicard, etc.4. Gap is all the others focus on individuals and
those working in corporations5. The market size is around P10 billion,
Maxicare share is around P1 billion
SUMMARY
6. Maxicare7. Prices slightly higher than most
competitors8. Uses different forms of media9. Available nationwide10.Explores new areas while ensuring
quality of current programs to win
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
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
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
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
Formidable Competitors
Maxicare = Better Delivery Health Care
Price/Plans Individuals Corporate Small-Medium Enterprises
High Price
Low PriceMXMXMCMCII
PHPH
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
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
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
Market Share: Company Data
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
The HMO Industry
Maxicare
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
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
Maxicare
• Services Offered
There’s a Maxicare for Everyone!
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
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
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
Competitors’ Promotions
Competitors’ Promotions
Maxicare is Everywhere
Sales People
Numerous Offices
(Independent, in Establishments &
Institutions)
Internet
Telephone
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.
SUMMARY
1. Maxicare is for all working individuals2. Who wants access to health care without
thinking about financial matters3. And have other options such as PhilHealth,
Intellicare,Medicard, etc.4. Gap is all the others focus on individuals and
those working in corporations5. The market size is around P10 billion,
Maxicare share is around P1 billion
SUMMARY
6. Maxicare7. Prices slightly higher than most
competitors8. Uses different forms of media9. Available nationwide10.Explores new areas while ensuring
quality of current programs to win
10 Steps: Marketing Plan for
Maxicare
Rose Ann S. PalmaAteneo School of Medicine and Public Health