HomeIAMURE International Journal of Business and Managementvol. 14 no. 1 (2017)

Healthcare Services and Marketing Strategies of MedCoop in Cagayan de Oro City, Philippines: A Case Study

Wilson C. Bation | Neilson D. Bation | Esterlita D. Bation



Effective healthcare services entail good marketing strategies. Tis study focused on services offered by MedCoop, marketing strategies, and benefits enjoyed by the members. Medical Doctors Health Services Community Cooperative (MedCoop), an open type of cooperative serving the members of the primary cooperatives and the people in Cagayan de Oro. MedCoop provided health services to its members by having local clinics owned diagnostic centers, and affiliated hospitals. Secondary data was used based on their annual reports supplemented by interview and observation. Tree cards were used by the members: Silver, Gold, and Platinum intended for outpatient services. Findings revealed that Silver card ranked first followed by Gold card. The majority of the services offered had 30% discount. Members have enjoyed the following services: Free Annual Consultation, Discounted on Diagnostic, Dental, Vision Care, and Wellness Services. Tis cooperative helped the members more on their savings due to discounts and free consultation services. It is recommended that more clinics should be opened to accommodate the needs of the members, installation of owned hospital in the city, and additional vehicles that will be used in transporting the clients not only during an emergency but also on a regular basis.