Haiti Health Marketing Plan

I. Executive summary
Santé Nou—is a Travel Care Voucher and affordable healthcare plan that offers family members in Haiti access to primary health care. This comprehensive marketing strategic plan should provide a roadmap for the pre-pilot phase with its customer-focused objectives. While many organizations have difficulty communicating and connecting with Haitian consumers both in Haiti and in the United States with Haitian Americans, experience and understanding for this specific target population allows for a thorough representation of what can be done to not only reach this target demographic, but also achieve specific goals.
Those specific goals involve regular primary care visits and ease of access to important emergency medical services to help prevent major medical issues, while also promoting healthy living. To deliver positive outcomes in health for Haitians is to provide the kind of service that can help change lives for the better. Although Santé Nou is not a Major Medical Plan, it is a primary healthcare plan providing access to private primary care visits in Haiti for members. This may, in the future, cover emergency visits. However, as the results of a brief survey suggest, some problems within Haiti can make travel to and from points difficult. One main concern raised was lack of fuel for transportation.
While there are real hurdles in combating negative health outcomes in countries like Haiti, there are potential solutions. Santé Nou may be one of those solutions, but it requires knowing the problems within Haiti to combat the hurdles that come from employing any novel idea to a target population. These hurdles exist and will continue to exist for any project. However, the expertise and skill of ADA can provide the kind of experience needed to overcome such hurdles. The main objective is to help and heal people in Haiti through an affordable and high-quality healthcare plan. That plan is the Primary Healthcare Plan coupled with the Travel Care Voucher Program to enable transportation for medical treatment.
Introduction
Historically, healthcare institutions provide broad and general access to high quality services based on: a form or subscription, fee per payment, or healthcare insurance available. However, since Haiti ranked low when it comes to healthcare in the world. Such information led to Santé Nou realizing a unique opportunity to change the trajectory of Healthcare for the Island Nation.
The first step is the determination of the institution mission or purpose, whether that mission is still valid and useful, and how the institution is viewed by its various publics - contributors. Strategic Marketing Healthcare planning must be approached with the idea that it is a dynamic process rather than a set of fixed or increasing subscriptions. Its final goal for hospitals, are efficient healthcare services and quality at a justified level of price. A diversified program with exceptional physicians and satisfied patients must be established as a first step and high priority.
Due to lack of enough and proper healthcare in Haiti, Haitians suffer from diseases that can easily be prevented. For example, type II diabetes remains a prevalent and preventative issue in Haiti (Jean-Baptiste et al., 2006). A 2006 study by Fondation Haïtienne de Diabète et de Maladies Cardio-vasculaires indicated that Haitians living in Port-au-Prince have a significant sized population with diabetes. Women with 8.9% and men, 4.8%. 90% of those identified with diabetes have type II diabetes (Jean-Baptiste et al., 2006). Because Haiti is a country lacking in resources, it is therefore important to help those with these kinds of conditions get the high-quality of care they deserve.
The process of image-changing through marketing healthcare planning is designed to take time, careful curriculum planning, and possibly even mission adjustments, but may be a potential part of the solution regarding helping Haitians acquire healthcare. There is a growing need to understand the complex problem of healthcare in Haiti. For example, some believe there are insufficient hospitals in Haiti, but a new study by the World Bank suggests the problem isn’t a lack of hospitals, but instead a dearth of primary care as well a lack of public investment in health care.
According to the report, the annual per capita public health spending in Haiti is $13, compared with $781 in nearby Cuba and $180 in the Dominican Republic, Haiti’s neighbor on the island of Hispaniola. Public investment in health care has plummeted from 16.6 percent of the total Haitian government budget in 2004, showing the path to better healthcare has declined rather than improved.
It is not surprising that poverty leads to poor health in a nation. But looking closely, the effects of poverty are multi-layered, creating a spiral that is difficult to get out of. People cannot afford to pay for a visit to the doctor and even if they could, there is not enough investment in healthcare for proper preventative and primary care services. In rural areas of Haiti, such problems are worse due to transportation cost. Sometimes people do not have the money for fuel to get to the one clinic or hospital available to them in these areas, for miles (Farmer, 2012).
Perhaps with careful planning and tackling main problems like lack of health insurance, such actions can lead to an overall improved outlook for healthcare in Haiti. Through the Travel Care Voucher Program and Primary Healthcare Plan, Haitians will have health insurance and the travel arrangements necessary to receive proper medical treatment.
II. The Need for Santé Nou
The need for primary healthcare services in Haiti was clearly identified in the research studies conducted by Alix Desulme & Associates,. The more recent data and information obtained for the focus group and survey continued to support this need. The following sections provide an overview of the current conditions that support the need for the Travel Care Voucher Program along with Primary Healthcare Plan, the challenges that must be overcome or at least mitigated for the plan to be successful, and the opportunities for addressing challenges and successfully implementing the comprehensive Travel Care Voucher and Primary Healthcare Plan.
Assessment of the Current Situation
The current situation in Haiti expressed by the Santé Nou Focus report is that Haitians are willing to spend in a range of $5-$8 a month for Emergency Care Services along with Primary Care Services. Furthermore, Haitians have stated they lack key preventative services and would like health insurance for themselves and their families. They also prefer face-to-face communication and value U.S. based management. Such information reveals the need to adjust communication with Haitians to suit their personal and cultural needs.
Challenges and Opportunities
The challenges arise in the lack of infrastructure in Haiti (Ray, 2016). Haiti lacks hospitals and clinics to handle the healthcare needs of the population. Although this is a challenge, it presents an opportunity as well. The Travel Care Voucher will enable Haitians to reach a location where they can receive proper medical treatment.
III. Focus Group & Survey Results
Demographics
The total number of participants were 56. 20 respondents are male and 36, female. The participants live in various parts of Florida like Miami, Boca Raton, Miami Gardens, and Delray Beach. Most of the participants are Haitian American.
Methodologies
The survey was performed online on Survey Monkey. The answers collected came from answering 16 questions. Qualitative analysis was performed based off these answers.
Analysis of Results
Of the 16 questions answers several were yes and no questions. For example, the third question dealt with if respondents sent money to their families. 75% (42) stated yes. Regarding which money transfer company respondents use the most when sending money to Haiti, the majority (54.90% or 28) stated they use Western Union. Respondents also stated they traveled to Haiti in the last three years (78.57% or 44). In fact, respondents answered that they travel back home at least 1-3 times per year (51.85% or 28). When asked how important it is that their family members receive quality healthcare in Haiti, they stated it is very important (87.27% or 48).
Although some expressed interest in purchasing primary care health benefits (36.36% or 20), some stated they might depending on the price of the plan (30.91% or 17). For Question 9, respondents answered the main reason they would purchase primary health benefits and overall the answers the reasons as: The quality of healthcare offered (27.27%) or the types of health services offered (44.23%). Most respondents stated they would like to receive medic evac to the U.S. for care (57.14% or 32). When asked about important factors for buying a health plan, results show an affordable monthly plan is the most important (72.73% or 40).
Respondents are interested in a plan that offers both primary and emergency care services (50.91% or 28). The maximum monthly they are willing to pay for these services is $9-$10 a month (33.93%). Although some responded with interest regardless of price (35.71% or 20). Regarding where they obtain news about Haiti, Haitian Radio was the most popular answer (30.91%).
IV. Santé Nou Strategic Marketing Plan
Customer Centered Approach
What we didn’t know prior to research
What was evident was the inherent lack of government investment in healthcare. Haitians not only lacked proper healthcare, they also lacked proper transportation. For example, emergency vehicles like fire trucks lacked fuel. With a fuel shortage or lack of transportation vehicles, it is harder for Haitians to travel for medical treatment.
According to the data
There are not enough healthcare services in Haiti. The infrastructure in Haiti does not supper transportation to hospitals and clinics in case of a medical emergency. Haitians would like to have a primary care plan and emergency transportation. However, there is a limit on how much they will spend.
What we learned from research
A possible solution to the situation in Haiti is to provide Haitians with the option of a healthcare plan that also offers travel care vouchers. The problem lies in providing these options at an affordable price for consumers. While Haitians want better healthcare and better infrastructure in Haiti, the price of a plan is a major determiner of whether they will agree to purchase the plan and services. Furthermore, Haitians from the survey, want treatment in the United States. While they accept being partially treated in Haiti, they prefer medical evac to the United States. So therefore, the travel care vouchers are a major draw to the health plan.
V. Marketing & Branding Strategy
Introduction
Santé Nou Main Goal
Our goal should be to help improve traveling experience, wellbeing and sense of security. In addition, we aim to strive to help customer’s family stay well, prevent sickness, obtain access to primary health care so that they can recover from illness or injury, return to work and provide for their loved ones. We offer a solution for healthcare needs through travel care vouchers.
Marketing and Branding Strategies
The results from the survey reveal that Haitian Radio is a key means of delivering advertisements. Therefore, the aim is to create brand awareness through radio. Furthermore, because Haitians trust face-to-face communication more than phone or internet communication, the goal is meet in person with Haitians to discuss their healthcare options. Such efforts may lead to improved brand awareness and communication with the Haitian population.
Communications and Messaging
Although Haitians may not prefer online or phone methods over face-to-face communication, such methods can be used to schedule meetings with Haitians in person, to discuss their options regarding healthcare. By adapting the cultural needs of the target demographic, there is the hope that consumers will be more willing to hear proposed solutions and improvements. The travel care voucher is a major point when discussing medical care due to the lack of infrastructure in Haiti currently.
Plan for Strategy Implementation
The plan relies on creation of brand awareness for Haitians and conforming to the cultural norms of communication. Gaining the trust of the community through popular communication methods and popular entertainment avenues will provide a positive image of the company to Haitians. That trust and brand awareness could lead to an increase in interested customers. Therefore, generating higher sales of insurance plans and making a positive difference in the Haitian community.
Monitoring & Evaluation of Marketing Campaigns
Culture is important to Haitians. Therefore, marketing messages should adhere to the cultural norms of Haiti. Haitian Radio is a popular way for Haitians and Haitian Americans to receive their news and hear about new services and products. Because radio plays an important role, it should also be considered regarding effective marketing and assessment.
Acknowledgements
Thank you to the Haitians that participated. Thank you to Santé Nou for the research that enabled further study into the plight of Haitians concerning medical care.
References
Farmer, P. (2012). Haiti After the Earthquake. New York: PublicAffairs.
Jean-Baptiste, E., Larco, P., Charles-Larco, N., Vilgrain, C., Simon, D., & Charles, R. (2006). Glucose intolerance and other cardiovascular risk factors in Haiti (PREDIAH). Diabetes & Metabolism, 32(5), 443-451. doi:10.1016/s1262-3636(07)70302-6
Ray, M. A. (2016). Transcultural caring dynamics in nursing and health care. Philadelphia: F.A. Davis Company.