Transcript
10 Steps: Marketing Plan
for Maxicare
Oliver ChanCristina GarciaRose Ann Palma
Ateneo Graduate School of BusinessAteneo School of Medicine and Public Health
10 January 2011
2. Maxicare’s PTM are large and medium-sized corporations with social class A, B, C employees.
3. Who want to feel secure of healthcare financing and delivery.
4. Who have other options such as Intellicare, Medicard, Philhealth
5. Gap is all other companies focus on savings.
6. Market size is P29.8 Billion. Maxicare niche is P5 Billion.
Maxicare’s Primary Target Market and Positioning
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.
Maxicare PRIMARY TARGET MARKET (PTM) are corporations
• Large corporations (ex. San Miguel, BDO, Call Centers) who take care of their workers (executives, managers, regular employees)– 18-60 years old– Male and Female– Class A, B, C– Single or Married
• Lifestyle: Working individuals, employed• Behavior: Premium healthcare at its finest
My PTM’s NWE
• Corporations NEED access to medicines and doctors for their health needs.
• Corporations CHOOSE Maxicare because they want an equally, or even more successful corporation as their partner in healthcare (reputation and credible HMO).
– Maxicare is one of the largest HMO in the country = small chance of closing, big pool of clients to spread and minimize risk, nationwide coverage.
– Corporations EXPECT excellent service with Maxicare. They expect to get the best services for the price they are paying.
• Maxicare is priced higher than its rivals and did not follow the trend of sacrificing services to offer lower prices.
• Some insurance companies were not able to serve clients because of the very low priced rates hence had to close.
Maxicare focuses on healthcare at its finest.Best in Product / Service
Based on competitor data, HMO market is P10.5 B industry and Maxicare’s share is
1.698 B (16% market share)
Based on Maxicare data, where Maxicare share is 25%, total market
size is P20 billion
• Maxicare Data: Membership base is 500,000– *average annual fee of P13,058– (500,000 * P13,058 = 5 Billion)
• Maxicare claims market share of 25%
• Then total healthcare market size is 5 billion / 0.25 = P20 billion.
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
Promo: At Present•Maxicare uses various media to advertise and market their services•Maxicare is up to date with the latest trends in accessing information
Maxicare is a “Best in Healthcare Service Provider”
• Maxicare’s main strategy is to provide finest healthcare available to executives and employees in social class A, B, C, aged 18 to 60 years old.
• It is accessible nationwide and available 24/7 through website, hotline, SMS.
• Has an excellent, premium priced healthcare insurance, serviced by the leading hospitals and doctors of the country.
Recommendations• More aggressive advertising
campaign
– Form affiliations with popular TV shows (Salamat Doc)
– Sponsor a segment in the show
– Advertise aimed towards the PTM
– Asian Wall Street, The Economist, Business section of newspapers
Recommendations
• Tie-ups with lifestyle institutions • Discounts in popular gyms,
sports clinics, spas and salons
• Wellness Package• Fitness First + Maxicare• Bikram Yoga + Maxicare
Recommendations
• 34 + 1• Ex: Sykes = 10,000
employees• 285 free 1 year health
insurance• Savings: 3.7M• Revenue: 126M
2. Maxicare’s PTM are large and medium-sized corporations with social class A, B, C employees.
3. Who want to feel secure of healthcare financing and delivery.
4. Who have other options such as Intellicare, Medicard, Philhealth
5. Gap is all other companies focus on savings.
6. Market size is P29.8 Billion. Maxicare niche is P5 Billion.
Maxicare’s Primary Target Market and Positioning
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.
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