Brand Challenge Situational Analysis

Medical scheme administrators in South Africa

Funders About 120 schemes ( closed and open) with two main leaders being Discovery (2.5 million locally as of December 2010 and 18 million members internationally as of February 2012 according to www.discovery.co.za and Momentum at 180 000 members according which was voted the best medical scheme in South Africa according to www.momentum.co.za. Each registered scheme will have at least 6000 members or more.

Administrators PHA as well as their direct competitors namely Allcare, Medscheme, and MX Health to name a few. Service Providers Hospitals, Pharmacies, Medical professionals (e.g. doctors, nurses, etc). Members Individuals, Families, and corporates. There are currently 7,5 million members in SA

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SWOT analysis Strengths: Registered professional nurses Experience since 1992 Operate countrywide and have offices in four provinces of South Africa. They have the capacity to administer all forms of health insurance/medical aid. Appeal to both new generation and traditional insurance/ medical aid. They have employed registered nurses who are trained in the philosophy of Demand management. They are transparent in their communication and educate their clients thoroughly. They have a small client based which allows them to have focused attention to detail pertaining to elements such as Demand management. PHA offers a medical scheme the following unique benefits: 1. Dedicated professional nurses 2. On site 3. On time 4. Personal support 5. Involved 6. Dare to care

Weaknesses: Awareness Brand name sounds generic and fails to capture the essence of the brand but focuses on the functional aspect of the brand Budget constraints

Opportunities: Repositioning the brand Increased market share by obtaining new clients, attracting existing medical schemes and approaching corporates and helping them to develop their own closed schemes. Attracting LIMS (lower income medical schemes). Currentky there are 7 million people in South Africa who do not have medical aid.

Threats: Fraud that takes place in the medical aid industry Competing medical aid administrators in the market. 10% regulation

Key stakeholders identification and profiling Number 1 Stakeholder Group Schemes / Funders What we want to communicate : We are the best people to look after your members; we are reliable, will provide value for money, have the capacity and knowledge to take care of your members and will add that personal touch in all interaction. We understand you are professionals, we will take care of your issues, make it convenient for you, addressing your companys needs with the least frustration effectively and efficiently, with the objective of decreasing absenteeism and increasing production of employees, focusing on employee welfare and ultimately contributing to attracting and retaining talent through corporate health benefits. We will provide the best employee benefits at the most affordable rate for the members. We will provide value for money, and a personalised touch in our services offered. Our focus will be on transparency, hassle free service and convenience. Your services are important to our success as an administrator and we value our relationship with you. We will provide you with convenience, and payment will be made efficiently.

Corporates

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Union Reps Primary Members & dependents: Service Providers:

Communication Objectives To establish the brand as a leader in personalised administrative health care services. To provide innovative healthcare administrative health care services that are fresh to the industry. To create greater awareness of the brand in working towards success. To ensure stakeholder satisfaction by creating value in all of the brands administrative functions.

Direct competition All administrators Indirect competition