OBIANUJU HEALTH MAINTENANCE LIMITED The Good HMO

Content

Vision and mission statement Executive Mandate Present activity Goals and expectations Strategic Plans and implementation Strategic Objectives Question Strategic Maneuvers

Vision and mission of PHML

VISION To be a major hub in the health maintenance business and stand as revolutionaries in the country’s health sector.

MISSION To promote efficient, effective convenient and comprehensive healthcare delivery to the Officers and men of Nigerian Police force and their families.

GOAL OF PHMLTo ensure that through our organization, resources are utilized to deliver effective comprehensive and cost effective healthcare to the officers and men and their families through network of registered healthcare provider.

EXECUTIVE MANDATE : TO DEVELOP A 5 YEAR STRATEGIC PLAN FOR THE SOUTH EAST ZONE.

STRATEGIC OBJECTIVES :

TO BECOME THE LEADING HEALTH MAINTENANCE ORGANIZATION IN SOUTHEAST,NIGERIA IN 60 MONTHS TIME

TO DEVELOP A QUALITY CONFIGURATION AND ASSESSMENT DESIGN THAT WLL REDUCE COST AND INCREASE VALUE OF HEALTH INDICES OVER NEXT 5 YEARS.

STAFF CAPACITY BULIDING DATA BASE MEDIA UTILIZATION

TO GROW COMPETENCIES THAT CAN PROVIDE AND SUSTAIN ANTICIPATED GROWTH PATTERN ENVISAGED OVER NEXT 5 YEARS.

THE URGENT NEED TO MOVE FROM STRATEGIC PLANNING TO USING STRATEGIC POSITIONING i.e ADOPTING STRATEGIC POSITIONING AS A MEANS OF SUSTAINABLE COMPETITIVE ADVANTAGE WHICH COMPRISES VARIETY,NEEDS AND ACCESS BASED POSITIONINGS.

5) TO CAPTURE AT LEAST 95% OF POLICE LIVES IN SOUTH EAST ZONE IN THE NEXT 60 MONTHS.

PREAMBLES:

The new mantra for world dominating business projects is UNIQUENESS, BEAUTY, AND MEANINGFUL(COPENHAGEN BUSINESS SCHOOL..2015) and no longer the chants of effectiveness and functionality.

Harvard business reviews have also indicated that in the globalized economy, it is the processes and principles that give rise to the INTANGIBLE MEANINGFUL PARTS of a product that determine the profit margin or outcome of a venture.

Present activities

Strategic registration and sensitization of police officer in our zone.

Registration of each batch on training at detective and Orji collage.

Improving relationships with HCF Enrollees care services

We have a budget to achieve a total number of

4,000 lives and we are already at 2,295 by the end of February.

Anambra work just got concluded last February and we are planning to revisit the state.

GOALS AND IMPLEMENTATION

Get the 1705 outstanding lives as stated in our budget via rugged registration.

Abia state registration by next quarter. Improve enrolees care services.

How to achieve the set goals

Continues enlightenment of the officers in the zone.

Visit at least 3 HCF every week to educate them on how the scheme works.

Continue to track down of officers on training at detective and Oji college.

Penetrating the police officers in our zone via there data base, sending bulk SMS.

Establishing a cordial relationship with AOs, Sos and D.P.Os in every division for a better communication.

Build up a data base for all HCF in the zone for regular communication.

Tackle every complain from enrolees.

QUESTIONS: WHAT HAVE WE DONE WITH OUR ACCESS BASED

POSITIONING?   WHAT MANTRA SOUNDS AND SIGHTS ARE WE

PASSING ON TO OUR TARGETED AUDIENCE?   WHAT IS OUR NEEDS BASED POSITIONING STRATEGY?   WHAT CONCEPTS DO WE EVOLVE TO IMPLEMENT

VARIETY BASED POSITIONING WHICH OTHER HMOs HAVE NOT YET DONE.

STRATEGIC MANNOVERS.

We urgently need strategic mannovering ideas like:

1)Access based positions………….signages in all our barracks. Large bill boards with uniqueness unmatched, beautiful police family picture and a meaningful eye catching phrases. WHAT THE EYE SEES ON A REGULAR BASIS, ITS SUBCONSCIOUS RECORDS TILL IT BECOMES A DESIRE. We have an access to the barracks which no other HMO has in the country.

2)Access based positions……….bulk sms is the in-vogue strategy for market penetrance. Regular sms is an electronic pest you cannot ignore. We can have access to the phone numbers of all the police personnel in the country if we desire. This is also our domain power which no other HMO can have over the police community.

3)Needs based positioning………small gifts create large opportunities. A free signature t-shirt and exercise book given to enrollees will speak volumes to others outside of the scheme.

4) Needs based positioning……….visiting their kids and deworming them in police primary and secondary schools in the name of caring for our uniformed men and women can be packaged as an awareness stunt. The best agents of compelling sign ups are enthusiastic children who will repeat verbatim all you tell them to their parents. ACTION POINT==WE PLAN TO BEGIN DEWORMING EXERCISES FOR POLICE WIVES AND KIDS OVER NEXT 5 YEARS.

THE NEED FOR A MANTRA MESSAGE. A SIMPLE MARKETING WORD THAT DRAWS ATTENTION.

Strategy as a position based on system of activities as against purely operational effectiveness is the wise business approach….Professor Austin Robert.

6.) REGULAR UPDATE TRAININGS FOR STAFF ON THE FOLLOWING TOPICS OVER THE NEXT FIVE YEARS.

i) Control management ii) Quality management iii) Change management iv) Risk management v) Sustainable development vi) Cost analysis

Ideas of marketing strategies for the Police HMO. =Utilization of our edge points.viz= 1) Accessibility to residences. (Point of domain). 2) Accessibility to workplace (Point of contact). 3)Accessibilty to phone contacts and emails. (Point

of advantage).

Many HMOs have only concentrated on point of contact spending a lot of money on fliers.

N/B The rules of posters and fliers according to Harvard Business School is to keep the message simple and enticing. A message and picture that sinks into the subconscious. Few words……Big picture.

  The new inroads for HMOs is to consider

the use of massive signage campaigns within the barracks where no other HMO has leverage of entry. A massive use of pictural signage on every block in the police barracks will pack a big punch.

ACTION POINT===WE WOULD STRATEGISE ON USE OF PICTURAL SIGNAGES WITHIN THE NEXT 12MONTHS WITHIN BARRACKS IN SOUTHEAST.

……A BIG PICTURE SEEN EVERYDAY IN EVERY DIRECTION IS THE FULCRUM OF NON-COERCED MARKETING.ASK COCA-COLA.

Also consider an alternative route of contact. Africans love gifts; consider these scenarios..

Free exercise books with our logo and message on the cover to be given to pupils at the police primary schools. These in turn show their parents who get involved with our HMO.

Gifts of t-shirts with our logo and message for every enrollee. This is a free advert for us as long as it is worn by anyone.

ACTION POINTS==USE OF GIFTS TO POLICE KIDS AS A LEEWAY MARKETING DEVICE IN NEXT 12 MONTHS.

Finally, we have access to the contact details of every police man and woman in the SOUTHEAST.

We intend to use bulk sms and emails to dispense our message.

it will get to every one of our intended target persons. ASK AIRTEL.ITS THE SECRET OF THEIR GROWTH IN THE NIGERIAN MARKET.

 ACTION POINT==TO UTILIZE THE BULK SMS FACILITY AND EMAIL PLATFORMS TO GROW OUR ENROLLEE NUMBERS OVER THE NEXT 5 YEARS.