Republic of the Philippines

DON HONORIO VENTURA STATE UNIVERSITY

Cabambangan, Villa De Bacolor, Pampanga

GRADUATE SCHOOL
3rd MODULE 3RD TRIMESTER AY 2022 - 2023

A MARKETING PLAN FOR

LAKAN
(Community Center and Primary HIV Care Clinic)

FREE Pre – Exposure Prophylaxis

A partial fulfillment of the requirements in

Marketing Management

Submitted to:

Dr. Jesus D. Panlilio

Submitted by:

Cahrhen C. Cordova
MBA 1A

March 06, 2023

 TABLE OF CONTENTS

Situation Analysis……………………………………………………………………………………….……………………………………

Objectives…………………………………………………………………………………………………………………………………………
2.0 Situation Analysis

2.1 Market Summary

The market for pre-exposure prophylaxis (PrEP) in the Philippines is relatively new, but

growing rapidly as awareness and demand for HIV prevention among at-risk populations increases.

PrEP was first introduced in the Philippines in 2016, and the government has since implemented

various initiatives to increase access to PrEP, particularly among men who have sex with men (MSM)

and transgender individuals, who are at high risk of HIV infection.

The PrEP market in the Philippines is primarily driven by the increasing HIV prevalence among

at-risk populations, with most new HIV cases reported among MSM. The government has responded

to this by launching various programs and campaigns to promote PrEP as a part of comprehensive HIV

prevention efforts and to increase access to PrEP through public health facilities and community-

based organizations.

The market for PrEP in the Philippines is dominated by the drug Truvada, which was approved

for use as PrEP by the US Food and Drug Administration in 2012. Other PrEP drugs, such as Descovy,

have yet to be approved for use in the Philippines.

The PrEP market in the Philippines is still in its early stages but is expected to grow as more at-

risk populations become aware of the benefits of PrEP and access to PrEP is expanded through

government and non-governmental initiatives. The growth of the PrEP market in the Philippines
represents a significant opportunity for pharmaceutical companies and healthcare providers to

contribute to HIV prevention efforts and improve the health outcomes of at-risk populations.

As more countries and organizations prioritize HIV prevention efforts, the demand for PrEP is

expected to continue to grow, representing a significant market opportunity for pharmaceutical

companies and healthcare providers.

2.1.1 Market Segmentation

Demographic Segmentation

Demographic segmentation is a marketing strategy that involves dividing a target market into

specific groups based on certain characteristics such as age, gender, income, education level, and

lifestyle. For Pre-Exposure Prophylaxis (PrEP), demographic segmentation can be used to identify

groups that are at higher risk of HIV infection and target them with tailored messaging and outreach.

Some potential demographic segments for PrEP could include:

1. Men who have sex with men (MSM): MSM is a high-risk group for HIV infection, with prevalence

rates ranging from 3.8% to 23.6% in the Philippines. This group could be targeted with messaging

about the effectiveness of PrEP and the importance of regular testing and condom use.

2. Transgender women: Transgender women are also at high risk of HIV infection, with prevalence

rates estimated to be as high as 29.9%. PrEP messaging for this group could focus on the importance

of tailored healthcare and the potential benefits of using PrEP as part of a comprehensive prevention

plan.

3. Young adults: As mentioned earlier, young adults in the Philippines are particularly vulnerable to

HIV, with a prevalence rate of 0.3% among 15-24-year-olds. This group could be targeted with
messaging that emphasizes the ease of access to PrEP and its effectiveness in reducing the risk of HIV

infection.

4. Individuals with multiple sexual partners: Individuals with multiple sexual partners are at higher risk

of HIV infection. PrEP messaging for this group could focus on the importance of regular testing and

condom use, in addition to the potential benefits of using PrEP as an additional layer of protection.

Overall, demographic segmentation can be a useful tool for identifying high-risk groups and

developing targeted messaging and outreach strategies for PrEP. By tailoring messaging to specific

demographics, healthcare providers and organizations can help increase awareness of PrEP and

improve uptake among those who are most at risk of HIV infection.

Geographic Segmentation

Geographic segmentation is a marketing strategy that involves dividing a target market into

specific geographic locations, such as cities, regions, or countries. For Pre-Exposure Prophylaxis (PrEP),

geographic segmentation can be used to identify areas with higher rates of HIV prevalence and target

them with tailored messaging and outreach.

Some potential geographic segments for PrEP could include:

1. Urban areas: Urban areas often have higher rates of HIV prevalence compared to rural areas, due

to factors such as higher population density, greater mobility, and higher levels of sexual activity. PrEP

messaging for urban areas could focus on the importance of regular testing and the ease of access to

PrEP in urban clinics and healthcare facilities.

2. High-burden regions: In the Philippines, there are certain regions with higher rates of HIV

prevalence, such as Metro Manila, Central Luzon, and Calabarzon. These regions could be targeted

with messaging that emphasizes the potential benefits of using PrEP as part of a comprehensive

prevention plan, in addition to regular testing and condom use.

3. Key populations: Certain areas may have higher concentrations of key populations, such as men

who have sex with men (MSM) or transgender women, who are at higher risk of HIV infection. By

targeting these geographic areas, healthcare providers and organizations can reach those who are

most at risk and provide tailored PrEP services and education.

4. Areas with limited healthcare access: Some areas may have limited access to healthcare facilities,

making it more difficult for individuals to access PrEP services. Geographic segmentation can be used

to identify these areas and develop targeted outreach strategies, such as mobile clinics or

telemedicine services, to increase access to PrEP.

Overall, geographic segmentation can be a useful tool for identifying areas with higher rates of

HIV prevalence and tailoring messaging and outreach strategies to those who are most at risk of HIV

infection. By focusing on specific geographic locations, healthcare providers and organizations can

improve access to PrEP and increase awareness of its potential benefits.

Psychographic Segmentation

Psychographic segmentation is a marketing strategy that involves dividing a target market into

specific groups based on their lifestyles, values, and attitudes. For Pre-Exposure Prophylaxis (PrEP),
psychographic segmentation can be used to identify groups with specific beliefs or attitudes toward

HIV prevention and target them with tailored messaging and outreach.

Some potential psychographic segments for PrEP could include:

1. Health-conscious individuals: Individuals who prioritize their health and well-being may be more

receptive to messages about PrEP and its potential benefits in reducing the risk of HIV infection. PrEP

messaging for this group could focus on the importance of taking control of one's health and reducing

the risk of HIV infection through PrEP.

2. Socially conscious individuals: Individuals who are socially conscious and interested in making a

positive impact on their community may be receptive to messages about PrEP as a tool for preventing

the spread of HIV. PrEP messaging for this group could focus on the importance of taking

responsibility for one's sexual health and helping to reduce the spread of HIV in their community.

3. Individuals with high-risk behaviors: Individuals who engage in high-risk behaviors, such as having

unprotected sex or using injection drugs, may be more receptive to messages about PrEP as a way to

protect themselves from HIV infection. PrEP messaging for this group could focus on the potential

benefits of using PrEP in conjunction with other prevention strategies, such as condom use and

regular testing.

4. Stigmatized populations: Certain populations, such as MSM or transgender individuals, may face

stigma and discrimination related to their sexual orientation or gender identity. PrEP messaging for

these populations could focus on the importance of taking control of one's sexual health and

overcoming stigma and discrimination to access PrEP services.

 Overall, psychographic segmentation can be a useful tool for identifying groups with specific

attitudes and beliefs toward HIV prevention and tailoring messaging and outreach strategies to those

who may be more receptive to PrEP. By understanding the values and attitudes of different

populations, healthcare providers and organizations can improve the effectiveness of their PrEP

campaigns and increase awareness of their potential benefits.

2.2 Market Opportunity

Pre-exposure prophylaxis (PrEP) is a preventive approach used to reduce the risk of acquiring

HIV among individuals who are at high risk of contracting the virus. In the Philippines, HIV prevalence

has been increasing over the past few years, with an estimated 77,000 new HIV infections in 2019

alone. As a result, there is a growing need for HIV prevention strategies, including PrEP.

The market opportunity for PrEP in the Philippines is significant, given the country's high HIV

burden and the increasing demand for prevention services. The Philippines has a young population,

with more than half of the population under 30 years old. Young people are particularly vulnerable to

HIV, with a prevalence rate of 0.3% among 15-24-year-olds in 2019.

The Philippine government has recognized the importance of PrEP and included it in its

national HIV and AIDS strategy. In 2017, the Philippine Food and Drug Administration approved the

use of Truvada, the most used PrEP medication, for HIV prevention in the country. While PrEP is not

yet widely available in the Philippines, some organizations provide free or subsidized PrEP services,

making it more accessible to those who need it, such as the Regional TB HIV Support Network Inc.

The market opportunity for PrEP in the Philippines is significant, given the country's high HIV

burden and the increasing demand for prevention services. As PrEP becomes more widely available
and affordable, it has the potential to play a crucial role in reducing HIV incidence and improving the

health outcomes of those living with HIV in the country.

2.3 SWOT Analysis

A SWOT analysis for free PrEP services highlights the importance of addressing limited

resources, awareness and education, stigma and discrimination, funding challenges, policy changes,

and competition. By leveraging opportunities such as increasing demand, partnerships with

healthcare providers, and government support, organizations can work to overcome these challenges

and achieve their goals of increasing access to care, improving health outcomes, and making a

positive social impact.

STRENGTHS WEAKNESSES

1. Improved health outcomes: Free Pre- 1. Limited resources: Providing free PrEP

Exposure Prophylaxis (PrEP) services can services requires significant resources, which

improve health outcomes by reducing the risk of may be limited for some organizations.

HIV transmission and helping to end the HIV 2. Limited awareness: Limited awareness and

epidemic. education about PrEP may prevent some

2. Increased access to care: Free PrEP services individuals from seeking out free PrEP services

can increase access to care for individuals who or from using PrEP as an HIV prevention

may not have access to healthcare services or method.

who may not be able to afford PrEP. 3. Stigma and discrimination: Stigma and

3. Positive social impact: Providing free PrEP discrimination surrounding HIV prevention and
services can have a positive social impact by treatment may prevent some individuals from

reducing the incidence of HIV infection and seeking out free PrEP services.

addressing health disparities.

OPPORTUNITIES CHALLENGES

1. Increasing demand: As awareness and 1. Funding challenges: Funding challenges may

education about PrEP increase, demand for free prevent organizations from providing free PrEP

PrEP services may increase as well. services or limit their ability to expand and

2. Partnerships with healthcare providers: improve their services.

Partnerships with healthcare providers can help 2. Policy changes: Changes in government

organizations providing free PrEP services policies or regulations may negatively impact

expand their reach and provide more organizations providing free PrEP services.

comprehensive care. 3. Competition: Competition from other

3. Government support: Government support in organizations providing free PrEP services or

the form of funding or policy changes can help from private healthcare providers may impact

organizations providing free PrEP services the ability of organizations to reach their target

expand their reach and impact. population.

2.4 Competition

2.4.1 Direct and Indirect Competitors

The direct and indirect competitors of free Pre-Exposure Prophylaxis (PrEP) services can vary

depending on the specific market and context.

However, some potential competitors include:

Direct competitors:

1. Private healthcare providers: Private healthcare providers may offer PrEP services to individuals

who are able to afford them, creating competition for free PrEP services.

2. Other free PrEP providers: In areas where there are multiple organizations providing free PrEP

services, these organizations may compete for clients.

3. Alternative HIV prevention methods: Other HIV prevention methods, such as condom use or

abstinence, may compete with PrEP for individuals looking to reduce their risk of HIV infection.

Indirect competitors:

1. Lack of awareness or education: A lack of awareness or education about PrEP and its effectiveness

as an HIV prevention tool may lead some individuals to not seek out PrEP services.

2. Stigma surrounding HIV prevention: Stigma surrounding HIV prevention and testing may prevent

individuals from seeking out PrEP services or other HIV prevention methods.
3. Access to healthcare: Limited access to healthcare, including HIV testing and treatment, may

prevent individuals from accessing PrEP services or other HIV prevention methods.

4. Economic factors: Economic factors, such as poverty or unemployment, may prevent some

individuals from being able to access PrEP services or other healthcare services.

3.0 Objectives

3.1 Societal Objectives

1. Increasing access: One of the primary societal objectives of free PrEP services is to increase access

to this prevention tool for individuals who may face barriers to accessing it due to cost, lack of

insurance coverage, or other factors. By providing free PrEP services, LAKAN can help ensure that all

individuals have access to this important HIV prevention method.

2. Reducing HIV incidence: The ultimate goal of free PrEP services is to reduce the incidence of HIV

infection. By increasing the availability and use of PrEP, LAKAN can help reduce the number of new

HIV infections and contribute to the goal of ending the HIV epidemic.

3. Addressing health disparities: HIV disproportionately affects certain populations, such as gay and

bisexual men, transgender individuals, and people of color. By providing free PrEP services, LAKAN

can help address these health disparities and ensure that all individuals have access to this important

prevention tool regardless of their race, ethnicity, sexual orientation, or gender identity.

4. Empowering individuals: Providing free PrEP services can also help empower individuals to take

control of their sexual health and reduce the stigma associated with HIV prevention. By offering free

PrEP services in a non-judgmental and supportive environment, a Safe Space, LAKAN can help

individuals feel more comfortable and confident in accessing this prevention tool.

3.2 Financial Objectives

1. Securing funding: Providing free PrEP services may secure funding from government agencies,

philanthropic organizations, or other donors to support the operations. This funding can help cover

the costs of PrEP medications, healthcare staff salaries, and other operational expenses.

2. Cost reduction: Another financial objective is to reduce the overall cost of HIV prevention and

treatment. By providing free PrEP services, LAKAN can help reduce the incidence of HIV infection and

the associated healthcare costs that come with treating HIV-positive individuals.

3. Increased efficiency: Increase efficiency and reduce waste in their operations. This can involve

streamlining the PrEP delivery process, reducing administrative costs, and optimizing the use of

resources such as staff time and equipment.

4. Diversification of funding sources: By seeking funding from multiple sources, such as government

agencies, private foundations, and individual donors, LAKAN can reduce its reliance on one funding

source and ensure the long-term sustainability of its operations.