Maria Case Study

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From the presentation, it should be understood that Maria Health have two type of product offer: COMPREHENSIVE and PRE-PAID HEALTH CARD The target market should also be divided into two since communication, marketing and advertising should be different in approach.

TARGET MARKET: INDIVIDUAL: OFW, Freelancers, Stay-at-Home parents (not only mothers since there are fathers who prefer to stay at home while the wife is at work) COMPANIES: SME & HMO BENEFITS FOR INDIVIDUAL: Accessibility - Simple and easy access to healthcare online for every Filipino One-Stop-Shop - Compare all the top medical plans on one site Fast & Efficient - Instant quotes online for more efficient way of servicing clients Wide Range - Better insights and information of the market Support - Full enrolment support from end-to-end BENEFITS FOR COMPANIES (SME’s & HMO’s): Giving SMEs access to the same quality healthcare, same benefits, and competitive rates that large companies enjoy. Offer platform to HMO’s to offer their products and services to a new market thus open doors to new customers.

ANALYZING THE MARKET: INDIVIDUAL: Maria Health indirect competitor is PhilHealth since as per report in 2016, 90% of the population is covered by PhilHealth. The monthly coverage for people earning P9,000 and below is only P200/mo. While people earning P35,000 and above pays P875.00/mo., and OFW pays 2,400.00 annually.

To better understand the market of Maria Health we have to know and define the socio-economic status in the Philippines (as of June 2017). Class A & B: Average income of PHP1,857,000 annually (1% of the population) Class C: Average income of PHP603,000 annually (9% of the population) Class D: Average income of PHP191,000 annually (60% of the population) Class E: Average income of PHP62,000 annually (30% of the population) The poorest segment, Class E, also comprises a big chunk. Around 30% of Filipino families are classified under this class, which undoubtedly confirms that poverty in the Philippines remains prevalent. Given the target market of Maria Health for individual (OFW, Freelancers, Stay-at-Home parents), it is safe to say that MH is talking to the Market Segment Class C&D. Those earning from P16,000-P50,000 monthly. These segment of the society have access to internet, understand the need to save. Some of them have stock investments and they save for travel. COMPANIES: Most SME’s struggles to get competitive rates for health benefits of their employees due to company size, while HMO’s will have wider access to customer base.

WHAT’S THE CORE MESSAGE: Maria Health is the premiere HMO marketplace. Maria Health provides simple and easy access to healthcare online for every Filipino by offering comprehensive and pre-paid health card. The pre-paid health card gives flexible and affordable options for those tight on budget.

WHAT’S THE SUB MESSAGE: Maria Health is a partner of SME’s in providing their employees access to the same quality healthcare, benefits and giving them competitive rates that large companies enjoy.

LANGUAGE & TONE: All message will be in Filipino and English for print and Taglish for video and TV ads. The tone is caring and informative. More humane and real life scenarios.

HOW TO GENERATE AWARENESS: 1. Marketing - “You need Maria Health.” 2. Advertising - “You need Maria Health.” “You need Maria Health.” “You need Maria Health.” 3. Public Relation - “Trust Me - You need Maria.” 4. Branding - “I understand. I need Maria Health.” MARKETING (Traditional and Social): Customer engagement, think in terms of a campaign of synchronise effort (brochures/flyers/emailer,IG) ADVERTISING (Traditional and Social): Reach out to maximum number of people - video marketing, TV, radio, print adverts and direct mailers, FB ads, twitter) PR: Build brand trust - news releases, press conferences, feature stories on social media BRANDING: Wear your brand - Maria Health is the premiere HMO marketplace Contact, connect, conversation, community

ADVERTISING: ABOVE THE LINE & THROUGH THE LINE TV: The ad would be aired across the nation, with every viewer seeing the exact same message at the same time (Block time). Or Having the ads before and after each program RADIO ADS: Segments on news and health news programs, both AM & FM stations PRINT: Preferably advertorial to reinforce the brand. Presence in all major newspaper and magazines nationwide SOCIAL MEDIA: Experience of real people on having healthcare cards (Testimonial) EVENTS: Sponsored events or create events for the brand We suggest strong presence in radio since the individual target market are Class C&D, they take public transportation and radio is the most accessible media to reach them.

PR & TV GUESTINGS: TOPICS THAT CAN DISCUSSED: • Affordable healthcare for OFW, freelancers, stay-at-home parents (Individual Target Market) • Why you need to get health insurance? (Individual Target Market) • Choosing the right healthcare (Individual Target Market) • How to service the unserviced (teachers, small store owners, taxi drivers) in terms of healthcare? • The need for SME’s to offer healthcare for employees (Corporate Target Market) • Advantages for HMO’s to partner with Maria Health (Corporate Target Market) • How healthcare pooling is made accessible (Corporate Target Market) • Status of healthcare industries in the Philippines and how can I benefit from it We suggest to avoid topics that will highlight the achievements of the CEO or how to be an inspiration. The focus should be the product Maria Health and not the guy behind it.

SOCIAL MEDIA Social media is increasing in popularity with both businesses and consumers across virtually every market demographic in existence.

MARKET RESEARCH Market research is an essential part of any business that wants to offer products or services that are focussed and well targeted. Good business decisions are based on good market research and intelligence. STAGE 1: Research on Target Market Consider the psychographics of your target. Psychographics are the more personal characteristics of a person, including: Demographic: age, gender, income, education, ethnicity, family size Geographic: region, city, neighbourhood Psychographic: social class, lifestyle, personality, values, life stage Behaviouristic: buying pattern, consumption, loyalty, attitude Determine how Maria Health will fit into the target's lifestyle • How and when will the market use the service/app? What features are most appealing to your target? • Do I understand what drives my target to make decisions? • Can they afford my product/service? • Can I reach them with my message? Are they easily accessible? Since Maria Health is a niche product/service it is needed to conduct your own primary resources, with your potential customers. By asking them directly how much they are willing to spend or willing to use the app, you will be able to use this information to make a feasibility statement about your business idea.

STAGE 2: Research on Most Effective Media • What media does your target turn to for information? • Does your target read the newspaper, search online, or attend particular events? • Instagram vs. Facebook vs Twitter ==================

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