Presented to the

Marketing and Advertising Department

De La Salle University - Manila

In partial fulfillment of the course COBFSMA K33

GrabHealth Business Plan for Grab Philippines

BAUTISTA, Bianca Anne Therese D.

CARLOS, Dax Jerelle B.
DE OCAMPO, Chloe Elise A.
MAGDAUG, Lumen Pearl P.
MONTANO, Angelina Isabelle C.
YOUNG, Blanca Callista C.

Submitted to:
Mr. Cardino N. Yee

Submitted on:
November 23, 2023
 EXECUTIVE SUMMARY

The significance of this study lies in aiding Grab PH, a prominent delivery service in the
Philippine market, to enhance its services by innovating features that better cater to customer needs. The
researchers propose introducing an additional feature within the Grab PH application called GrabHealth,
focusing on the health and wellness sector with features such as medicinal delivery, in-app
teleconsultations, and at-home medical services. To assess the need and effectiveness of this feature, a
survey targeted consumers aged 18 and above, gathering insights on their overall experience with the
Grab application and their perspectives on GrabHealth. These insights guided the researchers in
evaluating the feature's effectiveness and incorporating details to enhance it. The study delves into
Integrated Marketing Collaterals and financial projections for GrabHealth to support the validity of
adding this new feature, ultimately analyzing the impact of incorporating a health and wellness
industry-focused addition.

Keywords: Grab, GrabHealth, Health and Wellness

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EXECUTIVE SUMMARY 2
SITUATION ANALYSIS 5
A. The Brand 5
Background of the Business 5
Other Related Information about the Company 5
Business Model Canvas 5
Target Market Profile 6
Traditional Tarket Market Demographics 6
Target Market Rationale 7
Key Demographics 7
Key Psychographics 7
B. Macro Environment Analysis 8
PESTLE Analysis 8
C. Industry Analysis 9
Industry Definition & Maturity Stage 9
Industry Size and Growth 10
Analysis Framework 10
D. Market Situation 11
Market Description 11
Market Size & Growth 12
Demand Funnel 12
E. Competitive Situation 13
Target Competitive Rivals 13
Evaluation of Competitive Stance 15
Marketing Programs and Initiatives 15
Overview of Marketing Initiatives 15
Comparison of Marketing Budgets and Resource Allocations 16
Evaluation of the Effectiveness of Marketing Efforts 16
Key Success Factors 16
Future Trends in the Industry 17
F. UAI Study Findings Research Support 18
Research Objectives 18
Research Rationale 18
Sampling Techniques 18
Research Methodology 19
Research Design 19
Area of Study 19
Research Approach 19
Section 1: Demographics 19
Section 2: Medicine Purchases and Teleconsultation Preferences 21
Section 3: Advertisement Exposure and Healthcare Spending 28

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 Section 4: Grab App Usage and GrabHealth Concept Evaluation 33
Section 5: User Expectations and Preferences 35
Section 6: Concerns and Barriers 37
Section 7: Recommendation and Sharing 40
G. SWOT and TOWS Analysis 42
IMC RECOMMENDATIONS 44
A. General Objectives 44
B. Creative Strategies 44
Creative Objectives 44
Consumer Insight 44
Consumer Promise and Brand Substantiation (Reason to Believe) 45
Positioning Statement 45
Brand Personality 46
The Big Idea 46
Consumer Insights: 46
Product Truth: 46
Big Idea: 46
Tone and Mood of Messaging 46
Creative Executions (Brand Elements and Mandatory & Preferred Creative Executions) 47
Logo 47
Tagline 47
Color Palette 47
Fonts 48
Logo Placement 48
Mandatory Regulatory Markings 48
Media Itinerary 48
Consumer Media Itinerary for Weekdays 48
Consumer Media Itinerary for Weekends 49
Media Mix and Rationale 49
Instagram 49
Facebook 50
TikTok 50
Spotify 51
OOH Posters 51
Grab App 52
Media Objectives 52
Instagram Analytics 52
Facebook Analytics 53
Tiktok Analytics 53
Spotify Analytics 53
OOH Poster Analytics 53

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 Grab App Analytics 53
C. Media Plan and Schedule 53
D. Advertising Budget Allocation 54
Instagram 54
Facebook 54
TikTok 54
Spotify 55
OOH Posters 55
Grab App 55
E. Campaign Monitoring and Control 55
Key Performance Indicators 55
Corresponding Methodology 55
F. Creative Materials 56
FINANCIALS 64
A. Business Scenario Assumptions 64
B. Objectives 68
C. Current Product Mix and Price Structure 69
D. Historical Marketing Expenses 70
E. Financials 71
REFERENCES 73

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 SITUATION ANALYSIS

A. The Brand

Background of the Business

Grab Holdings Inc. was founded in 2012 as MyTeksi to enhance taxi safety in Malaysia, the
company underwent a significant transformation in 2016 when it rebranded as Grab. This rebranding
coincided with its strategic expansion across Southeast Asia, forming partnerships and developing
services tailored not only for ride-hailing but also for couriers and delivery services. The company also
expanded to financial services, offering its customers digital wallets, loans, insurance, investments, etc.

Other Related Information about the Company

A notable milestone in Grab's journey was its historic initial public offering on NASDAQ in
2021, achieved through the largest SPAC merger of its time. This move signaled Grab's emergence as a
major player on the global stage. Furthermore, as of 2023, the company's recognition as one of the most
innovative companies in the Asia-Pacific region by Fast Company underscores its commitment to pushing
the boundaries of technology and its enduring impact on the region's digital economy.

Service Concept
GrabHealth is another service option provided by Grab Holdings, Inc. in their main application
that will allow individuals to have quick and easy access to on-call healthcare workers while also offering
delivery of medicines and medical supplies directly from nearby drug stores. Ideally, Grab could
collaborate with reliable healthcare services, pharmacies, and telemedicine platforms.

Features:
● Telecommunication services with on-call healthcare workers.
● Online delivery system with partnering drugstores (appropriate prescription required for
certain medicines).
● At-home medical tests (blood, urine, blood pressure, etc.) with results to be sent straight
to your email or may be opened in the Grab application itself.

Business Model Canvas

The business model canvas for Grab Holdings Inc. serves as a strategic roadmap, outlining crucial
elements such as key partnerships with medical professionals and pharmaceutical companies, essential
activities like application development and service maintenance, and vital resources including
knowledgeable staff and medical practitioners. This visualization aids in optimizing operations, reducing
risks, and ensuring efficient delivery of healthcare services through GrabHealth. The canvas also sheds
light on distribution channels, customer relationships, and revenue streams, providing a clear
understanding of how Grab navigates the healthcare and technology landscape to meet customer needs
and drive success.

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 Image 1. Grab Holdings Inc. Business Model Canvas

The establishment of key partnerships is driven by the motivations of optimization, risk reduction,
and the acquisition of specific resources and activities. The strategic alliance with Medical Professionals
facilitates the delivery of healthcare services to Health Consumers, while a buyer-supplier relationship
with Pharmaceutical Companies ensures access to necessary medications. Additionally, partnerships with
suppliers addressing packaging needs contribute to operational efficiency.

In terms of key activities, the focus is on value propositions such as Application Development,
New Service Innovations, and Maintenance of Service Quality, which require collaboration with skilled
human resources, including medical practitioners and knowledgeable staff. Distribution channels are
optimized through Marketing Promotions and User Engagement Strategies. Customer relationships are
enhanced through Loyalty Programs and Customer Service Support, contributing to the revenue streams
generated by the operation of Financial Services, Transaction Processing, and Partnership Management.

Overall, the interplay between key partners, activities, and resources aligns to provide value to
customers, solve their healthcare-related problems, and meet their diverse needs through a comprehensive
and efficient business model.

Target Market Profile

Traditional Tarket Market Demographics

○ Age: 18 and above
○ Area of Residence: Metro Manila, Greater Metro Manila, Pampanga, Batangas, Davao
City, and Cebu areas.

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 ○ Occupation: College Students, Employed and Unemployed Individuals
○ Monthly Household Income: ₱10,000 and above, exception for individuals living under
guardianship earning below ₱10,000.

Target Market Rationale

○ Age: The choice to focus on individuals aged 18 and above stems from the fact that
younger generations tend to be more tech-savvy, making them well-equipped to assist
older family members with purchasing medicine or engaging in teleconsultations via
GrabHealth.
○ Area of Residence: The target locations for GrabHealth encompass Metro Manila,
Greater Metro Manila, Pampanga, Batangas, Davao City, and Cebu areas. This selection
aligns with the cities where Grab applications are available for use.
○ Occupation: College students and employed individuals are the main target market,
while there is an exception for unemployed individuals if they are living under
guardianship and are still receiving allowance.
○ Monthly Household Income: The primary target income bracket is set at a minimum of
₱10,000 and above per household. Nevertheless, exceptions are made for individuals with
monthly incomes below ₱10,000, provided that they are either students or unemployed
and still financially supported by employed guardians.

Key Demographics
Sarah, a 34-year-old single female, resides in a condominium in Makati City, a bustling
urban hub within the National Capital Region (NCR) of the Philippines. She holds a bachelor's
degree and works as a marketing manager, earning a monthly income of ₱80,000. As she lives
alone in her condominium, she takes sole responsibility for her healthcare needs, seeking
convenient solutions to manage her health within her demanding urban lifestyle.

Key Psychographics
She juggles the demands of her career as a marketing manager with finesse, valuing every
moment in her busy day. Sarah's lifestyle is defined by a quest for convenience and efficiency;
she constantly seeks out services that can simplify her daily routine. While she maintains a tight
schedule, Sarah recognizes the importance of taking care of her own health. Her tech-savvy
nature makes her comfortable with using her smartphone for various tasks, and she's always on
the lookout for time-saving solutions that align with her fast-paced urban life. Her focus on
personal healthcare underscores her determination to stay on top of her well-being amidst her
bustling city existence.

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 B. Macro Environment Analysis

PESTLE Analysis

Political Factors
In terms of healthcare, one of the biggest projects of the Philippine government is the
Universal Healthcare Program (Republic Act No. 11223, 2019). The initiative aims to prioritize
improving the accessibility of healthcare services. Last 2022, the Department of Health revealed
its plans of establishing telemedicine services throughout the country, aligning with the initiative
of the Universal Healthcare Program (Montemayor, 2022). This is especially crucial as the
increased support of the government for telemedicine builds a conducive environment for
telehealth integration into everyday apps such as Grab PH.

Economic Factors
Despite economic challenges in the Philippines, forecasts show that there exists a
substantial growth in the income levels of middle-class Filipinos, thus contributing to an average
of 8.4 percent annual increase in household disposable income (Villanueva, 2022). The increase
in disposable income means that people are more willing to avail convenient and quality services
due to the improvement of their financial capability. Furthermore, The Philippine Health
Insurance Corporation (PhilHealth) has begun to include telehealth services in its benefit
packages which allows telemedicine to be financially sustainable for both healthcare providers
and consumers (Philhealth, 2022).

Social Factors
The adaptation of medical product delivery and tele-consultation services is significantly
influenced by prevailing social factors. Their service model is meticulously designed to meet the
diverse needs of various demographic groups, focusing on inclusivity and broad access (Fortune
Business Insights, 2023). The ongoing trends lean towards lifestyle convenience and immediacy,
indicating a favorable market inclination towards instant healthcare solutions. Their services are
aligned with the current cultural norms and values that show a growing acceptance of
technology-driven healthcare, reinforcing their market position and relevance. The increasing
awareness and demand for convenient healthcare services among individuals is prevalent. This
can be attributed to the busy lifestyles and limited access to traditional healthcare facilities.
Additionally, the growing importance of digital platforms and technology in healthcare delivery is
another significant social factor that GrabHealth can leverage.

Technological Factors
Technological advancements play a pivotal role in shaping operations and service
offerings, particularly in enhancing trust and safety. GrabHealth leverages cutting-edge
technologies to fortify its medical product delivery and tele-consultation services against potential
risks and vulnerabilities (Tan, 2020). Key technologies include advanced algorithms and artificial
intelligence, which bolster the platform's security measures, enabling the identification and
mitigation of potential threats promptly. These technological strategies not only enhance the
robustness of services but also bolster user confidence and trust by ensuring that sensitive data

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 and transactions are protected against unauthorized access and misuse. Additionally, continual
investments in research and development activities empower GrabHealth to stay abreast of
emerging technological trends and threats, facilitating ongoing improvement and fortification of
its services against evolving risks (Tan, 2020).

Legal Factors
The Philippines has made significant improvements in regulating Telehealth or
Telemedicine through the filing of House Bill No. 7422, “An act establishing Philippine
Electronic Health Systems…” (House Bill 7422, 2020). While there remains minimal progress on
the hearing of the Bill, the filing of such shows that telehealth services are gaining increasing
attention within the legislative framework. The aforementioned highlights the government’s
recognition of the potential of telehealth in enhancing healthcare services.

Environmental Factors
GrabHealth's commitment to sustainable and impactful operations is evident in its
strategic alignment with Environmental, Social, and Governance (ESG) objectives, ensuring that
its teleconsultation services not only meet contemporary healthcare needs but also contribute
positively to broader societal and environmental outcomes (Grab, 2022). The integration of
teleconsultation within their services underscores an innovative approach to healthcare delivery,
one that minimizes environmental footprints through reduced travel and resource optimization,
while also enhancing healthcare accessibility and inclusivity, as substantiated by research findings
published in JAMA Network (Feng Xie, 2021).

C. Industry Analysis

Industry Definition & Maturity Stage

The on-demand mobility and transportation industry includes several key aspects, including
ride-hailing services, food delivery services, and micro mobility services. Grab specifically offers several
systems aside from the said few, namely package and parcel delivery, grocery and retail delivery, digital
wallet payments, and the like. This makes the platform a super-app, offering a variety of services under a
single platform. In the wake of the COVID-19 pandemic, the long-anticipated surge in telemedicine
service worldwide has accelerated (Mrazek & Shukla, 2020).This industry encompasses a wide range of
online and digital services aimed at providing medical care, advice, and medication to patients remotely.
Because of the convenience this offers to its wide range of patients, as medicine and technology continue
to advance in future generations, it is expected to continue to evolve and provide new standards of
healthcare. With the COVID-19 outbreak having a positive impact on this specific industry, it was at the
growth maturity phase at the time, still growing and therefore not yet reaching its maturity stage. More
super-app providers have started promoting contactless payment options, further driving the growth of the
market (Tanmay, Mehul, & Vineet, 2023).

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Industry Size and Growth
The global telehealth market exhibited remarkable growth, with a market size of USD 83.5 billion
in 2022, and it is expected to maintain this growth trajectory with a projected compound annual growth
rate (CAGR) of 24.0% from 2023 to 2030 (Grand View Research, 2022).

Graph 1. Telehealth Market Size, 2022 to 2023 (USD Billion) (Precedence Research, 2022)

Several key trends have fueled this expansion, including the increasing global incidence of cancer
and the profound impact of the COVID-19 pandemic, which has underscored the shortage of healthcare
professionals, consequently driving up the demand for telehealth services (Gotadki, 2021). The increasing
demand for digital health products has consistently contributed to the expansion of this industry, not
limited to physio consultations but checkups for patients’ mental health as well (Fortune Business
Insights, 2023).

Factors Affecting/Predictors of Supply-Demand Level

The presence and functionality of telehealth platforms and tools play a pivotal role in shaping the
supply and demand dynamics of the telehealth industry. The emergence of diverse telehealth platforms
tends to stimulate consumer interest and curiosity regarding the range of services available. Consequently,
this heightened awareness is likely to drive a surge in demand within the industry. The potential for
collaborations between healthcare providers and businesses offers added motivation for professionals in
the healthcare sector to explore synergies with diverse industries, including super-app and delivery
services. Patient demand is also affected by certain geographic variables and timely variables (Wheel
Team, 2021), considering the Philippines is not as advanced when it comes to healthcare in comparison to
more developed countries–while at the same time being more vulnerable when it comes to climate change
issues, further affecting the health of residers in the country (Lu, 2022).

Analysis Framework

Threat of New Entrants (Low to Medium)

The threat of new entrants in the Philippine telehealth industry is moderate to low.
Barriers to entry include regulatory requirements and capital investments, but they are not

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 insurmountable. Established players benefit from economies of scale and brand recognition,
making it harder for newcomers to compete effectively.

Bargaining Power of Suppliers (Medium)

The bargaining power of suppliers, in this case, healthcare professionals, is moderate.
Well-established telehealth platforms have some influence, especially when they have a large
patient base and a strong brand presence. However, individual suppliers still have leverage,
particularly when offering specialized services.

Bargaining Power of Buyers (Medium to High)

Patients using telehealth services in the Philippines have medium to high bargaining
power. Low switching costs, price sensitivity, and a focus on quality make patients influential in
choosing providers. They can easily switch to platforms offering competitive pricing and
high-quality care.

Threat of Substitute Products (Medium)

The threat of substitutes, such as traditional in-person healthcare and self-treatment, is
moderate. Telehealth's convenience and accessibility mitigate this threat. The industry's rapid
growth and value proposition reduces the attractiveness of traditional healthcare alternatives.

Rivalry Among Existing Competitors (High)

Rivalry among existing competitors is high in the Philippine telehealth sector. The
industry has numerous players with diverse services, pricing models, and target segments. With
the sector's rapid growth, providers vie for market share by emphasizing quality, pricing, and
differentiation to secure a competitive edge. Patients' low brand loyalty and low switching costs
contribute to intense competition.

D. Market Situation

Market Description
The market for telehealth services and medicine delivery is a dynamic and evolving sector within
the broader healthcare industry. This sector primarily revolves around the provision of on-call healthcare
services, remote medical consultations, and the efficient delivery of medicines and medical supplies to
consumers. Key market segments include urban and semi-urban areas in regions such as Metro Manila,
Greater Metro Manila, Pampanga, Batangas, Davao City, and Cebu in the Philippines, where the service
is likely to be in high demand (Varghese & Scott, 2004; Suzuki et al., 2020). The market is driven by the
growing need for convenient healthcare solutions, especially in fast-paced urban environments, where
individuals like Sarah, the marketing manager, seek efficient ways to manage their health. Telehealth and
medicine delivery are influenced by trends towards digitalization, increased smartphone usage, and the
desire for accessible and timely healthcare services. Challenges include regulatory and policy barriers,
data security concerns, and the need to build trust in these services. However, opportunities abound for
businesses to tap into this market and enhance the healthcare experience for consumers (Varghese &
Scott, 2004; Suzuki et al., 2020).

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Market Size & Growth
The telehealth and medicine delivery market has shown substantial growth in recent years. In
terms of market size, the telehealth and medicine delivery market in the Philippines is estimated to be
valued at approximately ₱5 billion to ₱10 billion (Suzuki et al., 2020). This substantial market value
reflects the increasing demand for telehealth and medicine delivery services in the country.

In terms of growth, historical trends indicate a steady annual growth rate of approximately 20% to
25% over the past few years. This growth has been primarily attributed to the widespread adoption of
telehealth services, particularly during the COVID-19 pandemic, which accelerated the shift toward
remote healthcare solutions (Suzuki et al., 2020). The market is projected to continue this growth
trajectory in the coming years, with a potential to double in value over the next five years. Factors
contributing to this growth include an aging population, rising prevalence of chronic health conditions,
and the pervasive use of smartphones for accessing healthcare services.

However, it is important to note that potential barriers to entry for new competitors in the market
include the need for substantial initial investments in technology infrastructure, the establishment of
partnerships with healthcare providers, and compliance with healthcare regulations. Despite these
challenges, the telehealth and medicine delivery market in the Philippines offers significant growth
opportunities for businesses in the healthcare sector.

Demand Funnel

Awareness
To increase customer awareness of GrabHealth, the platform can implement a
multi-faceted marketing strategy (Gupta et al., 2022). Collaborations with local healthcare
influencers and partnerships with healthcare-related websites and forums can boost visibility
(Jatoba et al., 2015). Leveraging its existing customer base from its ride-hailing and food delivery
services can significantly boost awareness (Scott & Mars, 2015). A well-crafted educational
campaign can provide information about the benefits of telehealth and medicine delivery,
highlighting GrabHealth's convenience and reliability (Baum & Abadie, 2023).

Interest
To catch customer interest, GrabHealth can offer exclusive promotions, discounts, and
incentives for using the service (Scott & Mars, 2015). This can include discounted first
consultations, free medicine delivery for initial orders, or loyalty rewards for frequent users. A
seamless onboarding experience and a user-friendly mobile app and website with clear navigation
can enhance user interest (Scott & Mars, 2015). Additionally, having a responsive customer
support system available to answer queries and provide assistance can maintain users' interest and
confidence in the service (Scott & Mars, 2015). Providing users with access to a library of
healthcare information and wellness tips can engage their interest and encourage them to explore
the platform further (Baum & Abadie, 2023).

Consideration

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 To encourage customers to consider GrabHealth as their primary healthcare solution, the
platform can offer a variety of services, such as teleconsultations, medicine delivery, and access
to a network of trusted healthcare providers (Scott & Mars, 2015). Highlighting the convenience
and reliability of GrabHealth's services can contribute to users' consideration (Gupta et al., 2022).
Customer testimonials and reviews from satisfied users can build trust and credibility (Peter &
Abadie, 2023). Collaborating with local healthcare institutions can further strengthen the
platform's reputation and foster consideration among potential users (Scott & Mars, 2015).
Additionally, providing information about the platform's data security measures can reassure
users and contribute to their consideration (Gupta et al., 2022).

Conversion
The conversion phase can be enhanced by streamlining the process of scheduling
teleconsultations and ordering medicines. A user-friendly interface and clear, step-by-step
guidance can facilitate a smooth experience (Peter & Abadie, 2023). The platform can also offer
flexible payment options and secure transaction processes (Scott & Mars, 2015). Integrating a
mobile wallet or partnering with popular payment gateways can improve conversion rates (Scott
& Mars, 2015). Timely notifications and reminders for appointments and prescription refills can
reduce drop-offs and improve conversion rates (Scott & Mars, 2015). Offering users the option to
consult with healthcare providers in multiple languages can cater to a diverse audience and
enhance conversion (Gupta et al., 2022).

Retention
To retain customers and encourage repeat usage, GrabHealth can implement a loyalty
program with rewards for regular users (Scott & Mars, 2015). Sending personalized health and
wellness tips, reminders for follow-up consultations, and refill notifications can keep customers
engaged and committed to their health management (Baum & Abadie, 2023). Establishing
long-term relationships with healthcare providers and ensuring consistent quality in
teleconsultations and medicine delivery can contribute to customer retention (Scott & Mars,
2015). Gathering and acting upon user feedback and suggestions for service improvement can
demonstrate a commitment to customer satisfaction and loyalty (Peter & Abadie, 2023).
Furthermore, regularly updating users on the latest healthcare innovations and services available
on the platform can maintain their interest and retention (Scott & Mars, 2015).

E. Competitive Situation

Target Competitive Rivals

The biggest competitor of GrabHealth would be KonsultaMD. KonsultaMD is a telehealth app
that offers 24/7 online doctor consultations, medicine delivery, diagnostics, as well as home care services
(KonsultaMD, 2023). Since the app is heavily marketed on social media, KonsultaMD is the leading
provider for the telemedicine market with a user base of more than 1 million users and an outlet network
of over 50,000 as of the end of June 2022 (Rosales, 2022). At the height of the COVID-19 pandemic,
KonsultaMD gained popularity in the Filipino market since Filipinos had to stay at home, minimize
contact, and protect themselves from the virus. That is why KonsultaMD, an app that allows patients to

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consult with doctors online gained popularity during the COVID-19 pandemic. Moreover, KonsultaMD’s
market share has a revenue of less than $5 million (ZoomInfo, n.d.). Additionally, the telehealth app
created by Globe and ACHealth which is HealthNow merged with KonsultaMD's super app as of the year
2023. The strength of this app is that they have established a brand with medical expertise with strong
marketing initiatives. KonsultaMD actively promotes its services in big social media platforms such as
TikTok as one of their videos almost reached 23 million views worldwide. The weakness of this
competitor would be its limited services, increasing competition, and the lack of in-service care such as
in-person scheduling of medical consultations and examinations.

The next competitor of GrabHealth would be Medifi, a telehealth app that offers online doctor
consultations with over 3,000 verified doctors. The app offers online payments and is Health Insurance
Portability and Accountability Act of 1996 (HIPAA) compliant as the app assures that all of the sensitive
and confidential information of the patients will be protected (MEDIFI, 2020). Although the revenue of
Medifi may be unclear due to limited online resources, the app has a total funding of $500k. Its presence
in the telemedicine industry may be less of KonsultaMD as the app is not as heavily marketed through
social media and other advertising platforms. Strengths of this app include its reliable doctors and secure
information which they advertise to protect consumer information. However, the weakness of this app is
that it lacks marketing efforts to promote the app. Medifi is not as popular as KonsultaMD which is
heavily marketed through social media.

Another competitor would be the AIDE app which is known for its home-care features and
services since the app offers in-house doctor visits, mass COVID-19 testing, at-home diagnostics, nursing
care, home vaccination, and chat and video consultations. Established in 2016, there are now over
140,000 patients coinciding within the health app with over 4,5000 providers (AIDE, 2020). Moreover, its
market share has a revenue of less than $5 million (ZoomInfo, n.d.). The strengths of this app are that it
offers a wide range of services and a strong online presence. However, the rates on this app may not be
suitable for the average Filipino income as their services are on the pricier side and are more expensive
than KonsultaMD.

MyHealth Clinic which is a multi-specialty, full-service clinic is also one of the competitors that
GrabHealth may have since it offers online consultation services through appointment. Its presence in the
industry is more of an on-site clinic that offers medical clinical services in person. With having around
500-1000 employees, the revenue of the company is at $20.8 million (ZoomInfo, n.d.). The strength of
this company is that it offers a wider range of services that offer medical services in person and that the
company is financially strong as they have a lot of branches nationwide (MyHealthClinic, 2023).
However, a weakness that may stem from this competitor is that they lack promoting their online
consultation services as they tend to focus more on in-person medical services.

Additional competitors GrabHealth may also have are medical hotlines such as the DOH
COVID-19 hotline, Generika Libreng Telekonsulta, and the Bayanihan E-Konsulta. These services offer
teleconsultations by phone and are accessible to citizens around NCR.

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Evaluation of Competitive Stance
To outperform its competitors, GrabHealth can consider the following strategies:

The strength of GrabHealth is its diversification since GrabHealth would be part of a larger Grab
ecosystem which includes transportation, food delivery, and other services. This provides a broad user
base and cross-promotion opportunities with its features. Moreover, with Grab being a financially strong
company, there could be an increase in financial resources if the concept of GrabHealth were to push
through. User trust and recognition are also one of the strengths of GrabHealth since Grab as a brand is
known and trusted nationwide in the Philippines and Southeast Asia.

One of the weaknesses of GrabHealth is that it may face stiff competition from established
healthcare providers such as KonsultaMD which have built a substantial user base. Moreover, since Grab
has many features, GrabHealth may not garner much attention compared to its popular features in the app
such as GrabCar or GrabFood. Navigating complex healthcare regulations in the Philippines is a
significant challenge that GrabHealth must address. Additionally, significant investments in marketing are
needed to catch up with competitors such as KonsultaMD, which actively promotes its services on social
media platforms. Lastly, ensuring affordability and accessibility for the average Filipino income is
essential especially if GrabHealth positions itself as a premium healthcare service.

For GrabHealth to outperform its competitors, GrabHealth must invest heavily in its marketing
efforts to surpass the active promotion of competitors such as KonsultaMD on social media platforms
and other advertising channels to raise awareness and attract new users. GrabHealth should also
seamlessly integrate its healthcare services within the main Grab app to tap into the existing large user
base and promote cross-selling of healthcare services to existing Grab customers. Lastly, GrabHealth
could also compete with its pricing and offer more affordable and high-quality services that cater to the
average Filipino income to broaden the app’s audience.

GrabHealth may need to compete for users and trust from well-established competitors such as
KonsultaMD. Moreover, legal challenges such as regulatory compliance and healthcare regulations in the
Philippines may also pose challenges for GrabHealth. In addition, to build brand recognition and trust,
GrabHealth should invest heavily in marketing efforts. Additionally, pricing is crucial for attracting a
diverse user pool which is why service differentiation and competitive pricing is a must. Lastly, the
diverse nature of Grab may have a lack of focus on the features of GrabHealth and impact its competitive
advantage and service quality.

Marketing Programs and Initiatives

Overview of Marketing Initiatives

GrabHealth should focus on several key strategies to outperform competitors such as
KonsultaMD, AIDE, Medifi, MyHealth Clinic, and other indirect competitors. An important
marketing initiative to undertake would be the utilization of social media platforms such as
Facebook, Instagram, TikTok, and YouTube. Utilizing social media influencers to raise awareness
of the new features of GrabHealth would be a crucial marketing strategy. Ad campaigns done
through Facebook ad carousels, Instagram ads, and 30-second - 1-minute videos of YouTube and

15
 TikTok advertisements would be most effective in raising awareness. Influencer content such as
User Generated Content (UGC), and honest reviews may also build brand recognition and trust
with the GrabHealth app.

Comparison of Marketing Budgets and Resource Allocations

As part of the Grab ecosystem, GrabHealth is likely to have access to substantial financial
resources. KonsultaMD invested significantly in marketing efforts on social media platforms.
GrabHealth would need to allocate resources that match or exceed these efforts to establish itself
as a prominent healthcare service provider. Allocating substantial marketing budgets would be
critical to building brand recognition and competing effectively with established healthcare
providers. Moreover, GrabHealth should also allocate its financial resources to develop
user-friendly features that would help users navigate through the feature seamlessly. In addition,
GrabHealth should also invest in high-quality healthcare providers and professionals to live up to
the standard of the health consumer.

Evaluation of the Effectiveness of Marketing Efforts

User growth, awareness levels, and user engagement should be monitored closely by
GrabHealth to measure the effectiveness of its marketing initiatives which will be determined by
factors such as user acquisition, brand recognition, and service uptake. This can be measured by
closely monitoring social media apps and their insights. Social media apps such as Facebook,
Instagram, TikTok, and YouTube have daily, weekly, and monthly insights that would help
advertisers monitor if their ads are effective. GrabHealth should also closely monitor influencer
ads that spark the most engagement and promote these ads further. The success of the seamless
integration of healthcare services into the Grab app can be measured by the number of healthcare
services used by existing Grab users. Moreover, the success of pricing strategies can be gauged
by examining the diversity of the user base and affordability. Regular performance assessments,
feedback collection, and user reviews will help GrabHealth refine its marketing efforts and make
necessary adjustments to compete successfully in the healthcare market.

Key Success Factors

The key industry success factors that are observed within the telehealth industry would be
distribution and market reach being the first and most important aspect, second which is quality of
products and services, third which is innovation and technology adoption, and last which is cost efficiency
and pricing strategies. Distribution and market reach which falls under the marketing factor an important
aspect of telehealth apps as it influences consumers to use the app. Without marketing, consumers would
not be enlightened about the benefits and convenience of telehealth apps and instead attend offline
consultations. Quality of products and services which falls under strategic focus is also important as it
helps evaluate consumer needs and other external factors so that businesses may be profitable in the long
run. Innovation and technology which fall under operations are a necessity for telehealth apps as they
provide user-friendly features that make the consumers navigate through the app seamlessly. Lastly, cost
efficiency and pricing strategies which fall under the finance factor would be the least important since
healthcare is a human need and essential and there are health insurance plans that could cover expenses if
a consumer finds telehealth and medicine deliveries too expensive.

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 Table 1. Key Industry Success Factors

Regarding the quality of products and services, AIDE has the highest rating of 4 since they
provide a wider range of services nationwide including COVID-19 testing and nursing care (AIDE,
2020). Medifi gets a rating of 3 since they are known for their vast number of doctors (3000+ doctors) of
which can conduct online teleconsultations (Medifi, 2020). KonsultaMD and MyHealth Clinic get a rating
of 2 and 1 respectively as they are more focused on the marketing rather than the quality of their products
and services of their brands.

On the other hand, KonsultaMD and AIDE get a rating of 4 and 3 respectively as their telehealth
apps are more user-friendly and seamless as opposed to the two competitors which are Medifi and
MyHealth Clinic which only offer online consultation through their website, which is why the ratings of
the two are 2 and 1 respectively.

On the aspect of cost efficiency and pricing strategies, although not explicitly stated on the
website, MyHealth Clinic gets a rating of 4 since they offer online primary consultations only at the base
price of P500 (see Appendix A). KonsultaMD gets a rating of 3 since they are the second most affordable
with promos and bundles for healthcare services. KonsultaMD video consultation is only priced at P600
and their chat consultation is only P399 (KonsultaMD, n.d.). Medifi gets a rating of 2 since their
consultation fee is fixed at P699 per session (Medifi, 2020). Lastly, AIDE gets a rating of 1 since they are
the least affordable option as their telehealth consultation can be priced from P600-P1000 and their vast
selection of services may be on the pricier side (AIDE, 2020).

Lastly, KonsultaMD gets a distribution and market reach rating of 4 since they are the most
promoted telehealth app in the market (see Appendix B). Next would be the AIDE app which gets a rating
of 3 as they are also promoted well in the telehealth app market as their social media following has
thousands of followers (see Appendix C). However, Medifi and MyHealth Clinic get a rating of 2 and 1
respectively since they are not heavily marketed on social media platforms, and MyHealth Clinic does not
actively promote their online video consultations.

Future Trends in the Industry

The birth of artificial intelligence and data analytics that are present in our world plays a crucial
role in the future of healthcare since there will be technological advancements in telemedicine. To
enhance GrabHealth’s service offerings, the company can further leverage these technologies. As an

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example, AI-driven diagnostic tools are what GrabHealth can invest in to provide more comprehensive
and efficient healthcare services. Moreover, to ensure compliance and avoid legal challenges since the
regulatory changes in the telemedicine industry are constantly changing, staying updated with evolving
regulations is important. A regulatory compliance team would also be useful in navigating the complex
healthcare regulations in the Philippines.

Competition is intensifying in the telehealth market with established players such as

KonsultaMD, AIDE, Medifi, and other telehealth apps. To monitor the strategies and growth of its
competitors, GrabHealth should remain vigilant against potential threats to its market share. Global health
trends, such as the response to pandemics and public health crises, can significantly affect the healthcare
industry. GrabHealth should be prepared to adapt its services to address emerging health challenges and
provide relevant solutions to its users.

F. UAI Study Findings Research Support

Research Objectives
The UAI study aims to comprehensively understand user behavior and preferences, focusing on
various key aspects. Firstly, demographic analysis delves into age, occupation, and income distribution to
provide targeted insights. The study explores participants' medicine purchase behavior, including
preferred locations, frequency, and factors influencing their choices. The research then delves into
participants' exposure to medicine and teleconsultation advertisements, analyzing associated spending
patterns. Grab app usage is assessed, considering the frequency and evaluating participants' willingness to
embrace GrabHealth. User expectations and preferences are identified, emphasizing desired features and
the willingness to pay for services. The study also addresses concerns and barriers, evaluating trust in
Grab as a medication delivery source. Altogether, these objectives aim to provide a comprehensive
understanding of user attitudes and behaviors, crucial for informing the development of GrabHealth and
ensuring user acceptance.

Research Rationale
Google Forms was chosen as the tool for conducting the Usage, Image, and Attitude (UAI)
survey for GrabHealth Philippines due to its simplicity, efficiency, and widespread accessibility. This
platform allows for quick distribution and easy completion of the group’s survey, which is essential in
reaching a broad and diverse group of people across our chosen demographic. Its user-friendly interface
ensures that respondents can effortlessly provide their feedback, enhancing response rates and the
reliability of data collected. Moreover, the cost-effectiveness of Google Forms makes it a practical choice
for large-scale surveys, such as the survey distributed by the group, ensuring that resources are allocated
efficiently while maintaining high-quality data collection standards.

Sampling Techniques
The researchers employed the purposive sampling technique, selecting respondents based on one
or two characteristics that aligned with the key demographics and/or psychographics of the research. This
sampling approach was chosen to gauge the responses of the potential target audience. Respondents were
intentionally selected by distributing Google Forms. The researchers opted for Google Forms for survey

18
administration, considering that the majority of the chosen respondents possess Google accounts. Thus,
purposive sampling was employed to evaluate the responses of the potential target audience, and Google
Forms were utilized for the convenience of the respondents.

Research Methodology

Research Design
A mixed-methods research design will be employed, combining quantitative and
qualitative data collection techniques. This approach allows for a comprehensive understanding
of market dynamics, user preferences, and the effectiveness of the GrabHealth service.

Area of Study
The primary focus will be the Philippine market, with a particular emphasis on urban
centers like Makati City within the National Capital Region (NCR). This choice aligns with
GrabHealth's target audience of urban professionals seeking convenient healthcare solutions.

Research Approach
The research will be conducted in phases, starting with a thorough market analysis to
identify potential challenges and opportunities. The creative strategies and objectives will guide
the formulation of surveys and interviews tailored to GrabHealth's target audience, represented by
personas like Sarah. The consumer insights will be analyzed to refine GrabHealth's features and
positioning.

UAI Survey Finding Summary

Section 1: Demographics

1. Age

Graph 1. Age Demographic

Out of the total participants, a significant majority—179 individuals, which accounts for
approximately 86.1% of the sample—belonged to the age group of 18-24. A group of 22 participants,
equivalent to about 10.6%, were between the ages of 25-34. There were 4 respondents, making up 1.9%,

19
who fell within the 45-54 age range. One participant fell within the age group of 35-44. Interestingly, two
participants, who were below the age of 18, also took part in our survey. Although these underage
participants were not originally part of our target demographic, the research team opted to include them in
the study due to their stated use of the Grab App and expressed interest in the GrabHealth concept.

2. Occupation

Graph 2. Occupation Demographic

The majority of participants, precisely 156 individuals, representing approximately 76% of the
total, identified themselves as students. There were 31 respondents, accounting for 14.9%, who were
employed. Additionally, 10 participants, roughly 4.8%, reported their employment status as unemployed,
while 8 individuals (about 3.8%) were self-employed. None of the participants indicated retirement as
their status, but one individual mentioned that they had discontinued their education, which placed them
in the unemployed category. Notably, 10 out of the 11 individuals who identified as unemployed were
within the 18-24 age range. It is reasonable to infer that these individuals are likely students still
dependent on guardianship.

3. Monthly Household Income

Graph 3. Monthly Household Income Demographic

A significant portion of our participants, specifically 92 individuals, constituting approximately

44.2% of the sample, reported their monthly household income to be ₱100,001 and above. Moreover, 39

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respondents, equal to 18.8%, stated an income range of ₱50,001-₱100,000, while 31 participants (about
14.9%) fell into the ₱30,001-₱50,000 income category. Additionally, 27 individuals, accounting for 13%,
indicated a monthly household income of less than ₱10,000. Lastly, 19 participants, or roughly 9.1%,
reported an income range of ₱10,001-₱30,000.

It is worth noting that all the participants who selected a monthly household income of less than
₱10,000 were within the 18-24 age bracket and indicated they were students. While only 3 of them stated
they were unemployed, they still fell under the student age bracket. Hence, it is reasonable to infer that
they reported a lower monthly household income as they may have been referring to their monthly
allowance.

4. Area of Residence

Over half of the participants reported their residence in the National Capital Region (including
cities like Makati, Mandaluyong, Muntinlupa, Quezon City, Taguig, and others), with the remaining
residing in areas such as Antipolo, Cavite, Davao City, Cebu, and similar places.

Section 2: Medicine Purchases and Teleconsultation Preferences

Medicine Purchases

1. Where do you typically purchase your medicines?

Graph 3. Preferred Medicine Purchase Locations

A substantial 89.9% of participants, totaling 187 individuals, indicated that they frequently
procure their medication from local pharmacies or drugstores. In contrast, 11 participants (5.3%)
mentioned that they do not handle their own medicine purchases, while 9 participants (4.3%) disclosed
that they opt for supermarkets or convenience stores as their medication source. Remarkably, only one
individual expressed a preference for traditional or herbal medicine stores.

This noteworthy preference for obtaining medication from local pharmacies or drugstores among
the majority of survey respondents holds significant relevance to the study. It serves as a valuable insight,

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particularly since GrabHealth drivers will primarily be responsible for collecting medicine from
partnering drugstores.

2. How often do you purchase your medicine?

Graph 4. Frequency of Medicine Purchase

A significant portion, encompassing 49% of the participants, totaling 102 individuals, mentioned
that they acquire medicine for themselves every month. In contrast, 55 participants (26.4%) indicated that
they rarely make such purchases, while 27 respondents (13%) reported a weekly buying frequency.
Notably, 23 participants (11.1%) disclosed that they do not manage their medicine procurement. A sole
individual conveyed a daily self-medicine purchase practice.

3. What are your considerations when purchasing medicine? (Choose all that apply)

Graph 5. Factors Influencing Medicine Purchases

A substantial portion of the participants, comprising 56.3% or 117 individuals, indicated that they
prioritize price considerations when procuring their medicine. Moreover, a significant majority of 72.1%
or 150 respondents emphasized the importance of the brand reputation. Notably, an overwhelming
majority of 89.4%, totaling 186 individuals, placed significant reliance on doctor's recommendations
when making their medicine selections. Availability played a vital role for 52.4% of the participants (102
respondents), while side effects influenced the choices of 26.9% (56 respondents). Approximately 28.8%
(60 participants) considered the dosage form. It is noteworthy that only a small fraction, 5.8% or 12
individuals, did not engage in self-medicine procurement. The prevalent emphasis on doctor's

22
recommendations underscores the relevance of offering teleconsultations and medicine delivery within
the GrabHealth app, providing users with a comprehensive healthcare solution.

4. Do you buy branded medicine or generic brands?

Graph 6. Medicine Purchase Preference: Branded vs. Generic

The majority of participants, comprising 136 individuals or 65.4%, opt for a balanced approach
when purchasing medicine. They prefer to purchase both branded and generic medicine. In contrast, 64
participants, equivalent to 30.8%, favor exclusively purchasing branded medicine. Only a small
percentage of respondents, 8 individuals or 3.8%, exclusively opt for generic medicine. This data
indicates a diverse range of preferences among medicine consumers, with a notable inclination towards a
mix of both branded and generic options.

5. Which specific drugstore brand do you prefer for purchasing your medication?

Graph 7. Preferred Drugstore Brands for Medication Purchase

The majority of participants (79.8%) preferred Mercury Drug, followed by Watsons (13.5%),
South Star drug (2.4%), Generika Drugstore (1.4%), and Rose Pharmacy (1.4%). A few participants
preferred any convenient drugstore or pharmacies inside hospitals. Mercury Drug's popularity is
beneficial for the study due to its extensive presence in the target market area.

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 6. What are the reasons for your preference of drugstore? (Click all that apply)

Graph 8. Factors Influencing Drugstore Preference

The vast majority of participants (89.9%) considered location and accessibility when purchasing
medication. Reputation and trust were important for 76.9% of participants, followed by pricing and
discounts (35.1%), customer service (26.9%), product variety (41.8%), and convenience (25.5%). One
participant mentioned that their medication was only available at a specific location. The high percentage
of participants considering location and accessibility is advantageous for GrabHealth users, ensuring
quick and convenient delivery. However, it is important to note that 35.1% of participants value pricing
and discounts, which may be a concern due to potential delivery fees.

Teleconsultation Preferences

1. Have you ever tried teleconsultations?

Graph 9. Teleconsultation Experience

Of the participants, 86 individuals (41.3%) have previously tried teleconsultation, while 122
individuals (58.7%) have not experienced it.

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 2. If yes, what teleconsultation brands have you tried?

Graph 10. Teleconsultation Brands Tried

Among participants who reported having prior experience with teleconsultations, KonsultaMD
emerged as the most widely used service, with 40 individuals (19.2%) having opted for this provider.
TeleMed was the second most popular choice, selected by 15 participants (7.2%). A smaller number of
participants had utilized other teleconsultation services, such as MyPocketDoctor, NowServing, and
Medgate. These findings reflect the varying preferences among individuals who have explored
teleconsultations as an alternative to traditional in-person medical consultations.

3. If no, why have you not tried teleconsultations yet?

A significant portion of participants cited a lack of necessity as the primary reason for not trying
teleconsultation services. Some participants noted that these services were not readily available,
contributing to their decision to forego teleconsultations. Additionally, a group of participants expressed a
preference for traditional in-person appointments with their trusted healthcare providers, finding it more
reassuring and effective. There was also a segment of participants who harbored doubts about the
accuracy and efficacy of teleconsultations compared to face-to-face consultations. These diverse
perspectives highlight the various factors influencing individuals' decisions regarding teleconsultations.

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 4. Which of the following brands have you heard about before?

Graph 11. Familiarity with Teleconsultation Brands

A considerable majority of participants, totaling 148 or 71.2%, reported familiarity with

KonsultaMD. Additionally, 23 participants, equivalent to 11.1%, indicated they were aware of MedGate,
while 12 participants (5.8%) mentioned they had heard of MyPocketDoctor. Notably, 53 participants,
representing 25.5% of respondents, were aware of TeleMed. A noteworthy proportion of participants
admitted to being unfamiliar with any of the teleconsultation brands mentioned. This awareness data
underscores the prominence of KonsultaMD and TeleMed, positioning them as key competitors in the
teleconsultation market.

5. Are you willing to use teleconsultation in the future?

Graph 12. Willingness to Use Teleconsultation in the Future

A significant proportion of participants, 127 or 61%, expressed a strong willingness to explore

teleconsultation services in the future. Additionally, 58 participants, constituting 27.9% of respondents,

26
reported that they had already experienced teleconsultation services. However, it is worth noting that 23
participants, equivalent to 11.1%, expressed reluctance to try out these services. This data reveals a
considerable openness to adopting teleconsultation services, signifying a potential growth opportunity for
such services in the healthcare industry.

6. What was your experience regarding teleconsultation?

Graph 13. Participants' Experience Regarding Teleconsultation

Among those who have tried teleconsultation services, the majority, 59 individuals, reported that
they had a satisfactory experience, indicating a positive perception of this healthcare option. Additionally,
26 participants expressed having a neutral experience, reflecting a middle-ground perspective. On the
other hand, 4 participants stated that they had unsatisfactory experiences with teleconsultation services. It
is important to note that the remaining respondents had not yet experienced teleconsultation services.
These varied experiences highlight the diverse perceptions and potential areas of improvement in
teleconsultation services.

7. Do you prefer teleconsultations or physical doctor consultations?

Graph 14. Preference Between Teleconsultations and Physical Doctor Consultations

A majority of the participants, accounting for 106 individuals or 51%, expressed a preference for
physical consultations over teleconsultations. Additionally, 81 participants, equivalent to 38.9%, have not
yet experienced teleconsultations. In contrast, 21 individuals, representing 10.1% of the respondents,

27
favored teleconsultation services. This data reveals a notable limitation in the study, indicating that the
majority still prefers traditional in-person consultations. However, it is significant to acknowledge that a
substantial portion of the survey participants who have not tried teleconsultation services are open to the
idea of trying them in the future, suggesting potential for growth in this healthcare approach.

Section 3: Advertisement Exposure and Healthcare Spending

Medicine Advertisements

1. When was the last time you saw advertisements about medicine?

Graph 15. Frequency of Last Encounter with Medicine Advertisements

Out of all 208 respondents, a significant amount or 76 (36.5%) of them have seen advertisements
about medicine within the last week. While closest to the majority, 51 (24.5%) of them have seen
advertisements within the day they responded to the survey. Moreover, 34 or 16.3% of respondents have
seen medical advertisements within the last month. In addition to this, 9 or 4.3% of these respondents
have recalled seeing medical advertisements for more than a month ago. While on the other hand a
handful amount, 38 or 18.3%, of these respondents cannot seem to recall the last time they have seen
advertisements on medicine.

2. Which platform did you see these medicine advertisements? (Choose all that apply)

Graph 16. Platforms for Viewing Medicine Advertisements

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 A substantial amount of the respondents, 177 or 85.1%, have seen medicine advertisements
online. While 99 or 47.6% of them have seen medicine advertisements on television. On top of this, 60 or
32.2% of these individuals have seen medicine advertisements on outdoor or billboard ads. Additionally,
27 (13%) of the respondents have heard medicine advertisements on the radio. Moreover, a minority or 17
(8.2%) of the individuals have seen medicine advertisements on print such as newspaper or magazine
advertisements. Lastly, 2 or 1% of the respondents cannot seem to recall which specific platform they
have seen medicine advertisements at all.

3. If you picked “Online”, which specific social media platforms have you seen these medicine
advertisements? (Choose all that apply)

Graph 17. Social Media Platforms for Viewing Medicine Advertisements

Among the 177 (66.3%) respondents, a substantial amount have seen online medicine
advertisements on Facebook. On the other hand, 109 (52.4%) have seen online medicine advertisements
on YouTube. While a handful, 60 (28.8%) of these individuals have seen medicine advertisements on
TikTok. Moreover, a close number of them, 49 (23.6%), have also seen online medicine advertisements
on Instagram. Although, 21 or 12.5% of the respondents have not seen medicine advertisements online at
all. Lastly, 1 (0.5%) respondent has heard a medicine advertisement on Spotify.

4. How much do you usually spend on your medicine purchases?

Graph 18. Average Spending on Medicine Purchases

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 Out of the 208 respondents, the majority of them amounting to 81 (38.9%) spend ₱100 - ₱500 on
medicine purchases. While a handful of respondents, 54 (26%), usually spend ₱501 - ₱1,000 on medicine.
Moreover, 46 or 22.1% of the respondents usually spend over ₱1,000 on medicine. Additionally,
respondents who usually spend less than ₱100 on medicine amount to 16 (7.7%). On the other hand, a
minority of the respondents amounting to 11 (5.3%) have not purchased medicine at all.

Teleconsultation Advertisements

1. When was the last time you saw advertisements about teleconsultation?

Graph 19. Last Time Participants Saw Teleconsultation Advertisements

Moving on to teleconsultation advertisements, a majority of the 208 respondents, amounting to

116 (55.8%), cannot recall the last time they saw advertisements on teleconsultation. While 30 (14.4%) of
them have recalled seeing advertisements about teleconsultation within the last week. In addition, 33 or
15.9% of the respondents recalled seeing teleconsultation advertisements within the last month.
Moreover, 23 or 11.1% of them have recalled seeing teleconsultation advertisements for more than a
month ago. Lastly, only 6 (2.9%) out the 208 respondents have recalled seeing teleconsultation
advertisements within the day.

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 2. Which platform did you see these teleconsultation advertisements?

Graph 19. Platforms for Viewing Teleconsultation Advertisements

When asked which platform they have seen teleconsultation advertisements, a considerable
number of individuals amounting to 143 (68.8%) have seen these particular advertisements online.
Additionally, 32 (15.4%) of the respondents have seen teleconsultation advertisements on television.
Some respondents, amounting to 10 (4.8%), have seen teleconsultation advertisements on print such as
newspapers, magazines, and the like. While the same amount of respondents have heard teleconsultation
advertisements on the radio. Additionally, 13 (6.3%) of these respondents recalled seeing teleconsultation
advertisements outdoors, school, or on billboards. However, a surprisingly handful number of respondents
amounting to 50 (24%) have not seemed to recall what particular teleconsultation advertisement they have
seen online. On top of this, 2 (1%) recalled receiving teleconsultation advertisement messages through
SMS or text message.

3. If you picked “Online”, which specific social media platforms have you seen these medicine
advertisements?

Graph 20. Social Media Platforms for Viewing Teleconsultation Advertisements

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 Moving on to which particular online teleconsultation advertisement these respondents have seen,
a vast majority of them amounting to 111 (53.4%) have seen them on Facebook. While 62 (29.85%) of
these respondents have seen teleconsultation advertisements on YouTube. Additionally, a handful of
respondents amounting to 45 (21.6%) have seen online teleconsultation advertisements on Instagram.
Moreover, 37 or 17.8% of these respondents have recalled seeing teleconsultation advertisements on
TikTok. While close to minority amounting to only 12 (5.8%) have seen teleconsultation advertisements
on Twitter. In addition to this, 1 (0.5%) respondent has seen an online advertisement on a website, and 1
(0.5%) other respondent has received a message advertisement. On the other hand, a surprising amount of
67 (32.2%) of the respondents cannot seem to recall what particular teleconsultation advertisements they
have seen online.

4. How much do you usually spend on your teleconsultations?

Graph 21. Spending on Teleconsultations

When asked about teleconsultation expenses, more than half of the respondents amounting to 108
(51.9%) have not used teleconsultation services at all, thus not having any expenses for it. While a
majority of the respondents who have actually used teleconsultation, amounting to 48 (23.1%), recall
spending ₱500 - ₱1,000. Additionally, 23 (11.1%) of these individuals have recalled usually spending
₱100 - ₱500. Moreover, 21 (10.1%) of the respondents usually spend over ₱1,000. On the other hand, the
minority amounting to 8 (3.8%) individuals usually spend ₱100.

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Section 4: Grab App Usage and GrabHealth Concept Evaluation

1. Do you use the Grab App?

Graph 22. Usage of the Grab App

From this graph, it could be seen that most of the respondents use the Grab App as 94.2% of the
208 participants answered Yes whereas 5.8% of the respondents answered No. This shows that most of
the respondents know and understand how to use the Grab app which may be beneficial for our study.
Based on these results, providing GrabHealth may be a lot more user-friendly if the respondents were to
use this feature.

2. Which Grab feature do you use the most? (Click all that apply)

Graph 23. Grab App Feature Usage

Based on the results, Grab Food is the most common feature used in the Grab app as 88.5% of the
208 respondents chose this. The next most common feature would be Grab Car which was answered by
77.4% of the respondents. Moreover, Grab Express comes as the third most common feature used as
30.8% of the respondents answered this option. Lastly, Grab Mart would be the fourth most used option in
Grab as 20.2% of the respondents answered this. This data shows that other Grab features such as Grab
Shopping, Grab Pabili, as well as Grab Bills are not commonly used.

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 3. How often do you use the Grab app:

Graph 24. Frequency of Grab App Usage

Based on this data, 27.9% of the respondents showed that they use the Grab app 2-3 times a week.
Moreover, 25.5% answered that they use the app once a month, followed by 17.8% of the respondents
answering that they use the app every two weeks. Lastly, 16.8% of the respondents answered that they use
the app once a week. Additionally, a small percentage of the respondents both answered that they either
use the app daily, or do not use the Grab app at all.

4. Are you willing to use GrabHealth for your healthcare needs?

Graph 25. Willingness to Use GrabHealth

As the respondents read the concept of GrabHealth, the researchers asked the participants of the
survey through a questionnaire if they were willing to use GrabHealth for their healthcare needs. Based on
the data, 87.5% of the respondents stated that they would like to use GrabHealth for their healthcare needs
whereas 12.5% of the respondents answered that they would not use GrabHealth for their healthcare
needs. In conclusion, most of the respondents answered the “Yes” option which may be further beneficial
for GrabHealth as the majority would like to use this potential feature in the app.

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 5. Would the concept of GrabHealth make healthcare services more accessible and convenient for
you? Why or why not?

The researchers asked the participants of the survey an open-ended question regarding their
insights on the concept of GrabHealth making healthcare services more accessible and convenient for the
general public. Based on the results of this question, most of the respondents answered “yes” and that
GrabHealth would make purchasing medicine more accessible and convenient, and teleconsultations less
hassle for them. The respondents also answered in addition to them answering “yes” that it would be a
convenient feature for those people who live far from convenience stores and pharmacies. GrabHealth
would also be a convenient feature since booking appointments with doctors would be less hassle.
Additionally, the respondents also stated that it is an interesting feature and the Grab app has a wide reach
which would cater to numerous demographics. In conclusion, the respondents mostly answered “yes” and
that Grabhealth is a convenient and accessible concept since purchasing medicines and booking
teleconsultations would be done online.

Section 5: User Expectations and Preferences

1. What are the features provided by GrabHealth that you would most likely avail for/recommend
for others?

Graph #. Preferred Features of GrabHealth for Recommendation to Others

Given the participants’ knowledge on Teleconsultation applications and the proposed GrabHealth
function of Grab, the researchers asked the participants for the ideal feature they would most likely
partake in or recommend to others. Out of 208 participants, the majority, with 68% to be exact, were
more inclined to use the online medicine delivery system made available through GrabHealth. Following
this, 23.6% of the respondents were more inclined towards the Telecommunication services and
consultation function present in the new feature. Lastly, 14.4% of the respondents were more keen on
trying out the at-home medical testing appointments function which would allow the respondents to allow
them to have their own medical testing in the comfort of their own home. Overall, out of the 3 set features
mentioned, the majority of the participants are more in favor of the Online medicine delivery system.

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 2. Are there any specific features or services that you would like to see added to GrabHealth?

With the respondents being given ample information regarding GrabHealth and its proposed
features, the majority of them were in favor of the proposed features mentioned. There were a handful of
participants who were able to share their own ideas on various features they would want to see in the
GrabHealth function that could be beneficial. A handful of respondents mentioned their interest in having
an EMT or Ambulance hotline which would also use a grab car for emergency purposes within the range
of the application to have emergency help accessible in case of an emergency. Another common
suggested feature would be to have the features of GrabHealth, such as the Online medicine delivery and
teleconsultation to be available 24/7 to ensure easy accessibility in cases of emergency. Lastly, another
popular function the respondents would like to see would be a way to connect the users to the nearest
doctors or hospitals depending on their location. Overall, the researchers gathered that the respondents
would like to have the GrabHealth function to be easily accessible to the users at any time.

3. How much are you willing to pay for the delivery fee of your medication?

Graph 26. Willingness to Pay for Medication Delivery Fee

With GrabHealth working in collaboration with various drivers as well, the researchers have
looked into the ideal delivery fee the users would be willing to pay for each medication delivery. Majority
of the respondents, making up for 46.6% of the respondents have stated that they would be willing to pay
around P20-P50 for the delivery fee. A close second, with 34.6% of the respondents stated that they
would be willing to pay P51-P100 per delivery. 10.6% of the respondents have declared that they would
be keen on paying more than P100 per GrabHealth delivery while 6.7% stated they would prefer to have a
delivery fee less than P20. There were a handful of respondents that also mentioned that the delivery fee
should depend on the location and its distance to the buyer. In conclusion, majority of the respondents
would be willing to shoulder around P20-P50 for delivery fee per medicine delivery.

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 4. How much are you willing to pay for teleconsultation service fees?

Graph 27. Willingness to Pay for Teleconsultation Service Fees

As for the teleconsultation service fee which would go to funding the medical practitioner
involved, the majority of the respondents, 35.6% to be exact, stated that they would be willing to pay
more than P300 per teleconsultation service fee. 30.3% of the respondents however, stated that they
would be willing to pay around P201-P300 per consultation. 22.6% on the other hand stated that they
would prefer to pay around P100-P200 for teleconsultation service fees while 8.7% stated they would
prefer to pay less than P100. Overall, majority of the respondents would prefer to pay more than P300
towards the teleconsultation service fee.

Section 6: Concerns and Barriers

1. Would you trust using the Grab App as your medication’s source of delivery?

Graph 28. Trustworthiness with Grab App Medication Delivery

From the graph presented above, it is stated that 96.6% or 201 of the 208 respondents would trust
using the Grab app as their medication’s source of delivery, and 3.4% or 7 of the respondents wouldn’t.
This goes to show that the majority of the respondents are willing to use the Grab app as their
medication’s source of delivery; and also shows the available market for this concept.

37
 2. Are you concerned about the privacy and security of your personal health information when
using GrabHealth services?

Graph 29. Concerns About Privacy and Security of Personal Health Information

The presented graph indicates that even if the majority of the respondents would trust Grab as
their medication’s source of delivery, 51.1% or approximately half of the respondents are still somewhat
concerned about the privacy and security of their personal information; while 25.5% are very concerned,
and only 23.6% are not concerned at all. This data underlines the importance of addressing the privacy
and confidentiality features of GrabHealth, to assure consumers about the safety and security of their
personal information.

3. How concerned are you about the qualifications and trustworthiness of healthcare
professionals providing services through GrabHealth?

Graph 30. Concerns About Healthcare Professional Qualifications and Trustworthiness

The data provided above shows that 45.2% of the respondents are still skeptical and somewhat
concerned about the qualifications and trustworthiness of healthcare professionals providing services
through GrabHealth; while 40.4% are still very concerned, and only 14.4% are not concerned at all. With
this, it is safe to say that most people, or at least 85% of the respondents are still skeptical of using
GrabHealth, an app or a sector within Grab, as their means of healthcare services. Grab would have to do
a lot of assurance to their consumers that what they’re getting from their healthcare services are licensed

38
professional healthcare providers that are available on the call; they could use a lot of marketing strategies
to show this, such as collaborating with doctors with a lot of followings in social media platforms.

4. Would you trust the GrabHealth prescription medicine delivery feature, considering it follows a
one-time limit and implements a single-use authorization code?

Graph 31. Trust in GrabHealth Prescription Medicine Delivery Feature

The data depicted in the graph reveals that a great majority, specifically 94.2%, of the respondents
expressed a high level of trust for GrabHealth’s prescription medicine delivery feature.

5. If your answer is no, why?

Subsequently, the respondents who provided a negative response to the preceding question were
asked by the researchers to explain the reason behind their response. With the respondents stating that
they do not trust Grab with their information.

6. Do you have any other concerns regarding the GrabHealth concept presented to you?

The researchers, then, sought insights into any concerns the respondents may have regarding the
GrabHealth concept. Numerous respondents expressed concerns on the credibility and ethical
considerations of the application. Furthermore, questions were raised with regards to the coverage of the
service; Does it reach remote areas lacking medical facilities; Does the app consider medical insurances,
specifically for senior citizen discounts? Majority of the respondents worried about the qualifications of
healthcare professionals conducting teleconsultations, their ability to meet high demand, and the potential
compromise of patient privacy when utilizing motorcycle delivery riders. Other concerns included the
validity of prescriptions, potential misuse of prescription medicines, accuracy of diagnoses, cleanliness
and packaging, and the risk of exclusion for individuals lacking digital literacy or access to smartphones.

39
 Section 7: Recommendation and Sharing

1. On a scale of 1 to 5, how likely are you to recommend GrabHealth to your friends, family or
colleagues based on the concept presented to you? (1 being not likely at all, 5 being most likely)

Graph 32. Recommendation for GrabHealth

A majority of participants (69.7%) appear open to recommending GrabHealth to their friends,

family, or colleagues. The data reveals a range of responses. Approximately 24.5% of respondents,
equivalent to 51 people, gave the highest rating of 5, indicating they are "most likely" to recommend
GrabHealth. This group is enthusiastic about the service and represents a strong potential for
word-of-mouth marketing. A significant 45.2% of participants, totaling 94 people, rated GrabHealth as 4,
signifying they are "somewhat likely" to recommend the service. This group, while not as fervent as the
first, still holds a positive view and is likely to make recommendations. On the other hand, 23.6% of
respondents, or 49 people, fell in the neutral zone, rating GrabHealth as 3. This group may require
additional information or a positive experience to become advocates. Meanwhile, 5.8% of participants,
equivalent to 12 people, found themselves "somewhat unlikely" to recommend GrabHealth, giving it a
rating of 2. Although not overly negative, this group may have reservations that should be addressed.
Finally, a minimal 1% of respondents, or 2 people, rated GrabHealth as 1, indicating they are "not likely
at all" to recommend it. Although small in number, it is essential to understand and address the concerns
of this group to improve the service and potentially change their perceptions.

2. On a scale of 1 to 5, how likely are you to recommend GrabHealth to your friends, family or
colleagues based on the concept presented to you? (1 being not likely at all, 5 being most likely)

Graph 33. Aspects of GrabHealth to share with others

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 The data highlights the key features that participants find shareable. A significant 86.1% of
respondents, which amounts to 179 people, would likely share the "convenient access to healthcare
professionals and services." This indicates that the convenience of accessing healthcare through
GrabHealth is a standout feature that resonates strongly with users. Furthermore, 73.6% of participants, or
153 people, would share information about the "user-friendly interface and ease of use," emphasizing the
importance of making the service accessible and easy to navigate. Additionally, 69.2% of respondents,
equivalent to 144 people, found the "swift product delivery" to be a compelling aspect to share,
underlining the value of efficient healthcare services. Moreover, 48.6% of participants, or 101 people,
identified "comprehensive healthcare options" as something they would share, indicating a preference for
a broad range of healthcare services. Finally, 43.3% of respondents, or 90 people, appreciated the "reliable
medical records management," showcasing the importance of secure and well-organized medical data.
This detailed breakdown of participant responses provides researchers with a clearer picture of the various
degrees of willingness to recommend GrabHealth and the specific aspects that resonate most with users. It
offers valuable insights to guide marketing strategies and areas of improvement to foster positive
word-of-mouth marketing.
​
3. Are there any concerns or drawbacks about GrabHealth that you think might discourage you from
recommending it to others? Please explain.

While a substantial portion of respondents have no concerns (45%), it is essential to address the
areas of concern. The most prominent concern is "data privacy and security" (25%), which highlights the
critical importance of safeguarding users' confidential information. Additional concerns include the
credibility of doctors, check-ups, and the need for physical examinations (10%), competition from
existing teleconsultation services with dedicated user bases (10%), and "Grab's brand recognition not
being associated with telemedicine" (2%). Smaller percentages of participants express concerns about
accessibility in other areas, consistency, and pricing. Addressing data security, credibility, and brand
recognition will be vital in ensuring positive word-of-mouth marketing and building trust.

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 G. SWOT and TOWS Analysis

SWOT ANALYSIS

STRENGTHS WEAKNESSES

● Prominent brand reputation for fast and ● Lack of facility space and equipment to
efficient delivery service in the market. properly store various medicines.
● Access to various medicines and proper ● Unfit for users who are not technology
healthcare consultations virtually. literate.
● Accessible 24/7 to any location. ● Access to affordable medicinal supplies.
● Teleconsultation would greatly reduce
healthcare appointment costs.

OPPORTUNITIES THREATS

● Increasing amount of Filipino medical ● Preference of traditional face-to-face

practitioners across the country medical appointments
● Newly introduced medicinal needs and ● Untrained health personnel/medical
vaccines. practitioners.
● Market leading competitors
(KonsultaMD).
Table 2. SWOT Analysis

With the integration of the health and medicine sector into Grab's monopoly in the Philippines,
GrabHealth is poised to revolutionize healthcare in the market. It offers in-app teleconsultations with
licensed medical practitioners and the delivery of medicinal goods to any location at any time of the day,
making healthcare more inclusive and accessible.

Regarding internal factors, introducing a health feature into Grab, a dominant delivery service in
the market, adds significant value by enhancing consumer trust, especially in the healthcare sector. Access
to various medicinal needs through delivery and teleconsultations makes proper healthcare easily
accessible. Consequently, the inclusion of teleconsultations significantly reduces costs for consumers,
compared to traditional face-to-face appointments and consultations. While the delivery of medicines and
medical supplies is highly efficient, especially for consumers in remote areas far from physical medicine
retailers, it may entail higher costs for some users. Given the climate sensitivity of certain medicinal
products, GrabHealth must also ensure proper storage facilities for these items. Furthermore, within the
vast market of GrabHealth, where the concept is an innovation, there may be challenges for individuals
who are not technologically literate.

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 TOWS ANALYSIS

INTERNAL FACTORS

STRENGTHS WEAKNESSES

● Partner with various hospitals and ● Onboard licensed medical O E

medical practitioners across the practitioners P X
country. ● Establish a more efficient layout P T
● Offer a variety of medicinal goods to cater to all kinds of users. O
E
R
that would not be easily accessible. ● Partner with known wholesalers R
T
for medicinal supplies to reduce U N
medicine costs. N A
I L
T
I F
E A
S C
T
● Properly train and equip all staff ● Introduce cheaper rates for O
and parties involved in the process teleconsultation and medicine T R
of GrabHealth services. delivery. H
R
S
● Capitalize on the brand reputation
of Grab to introduce and establish E
trust in GrabHealth. A
T
S

Table 3. TOWS Analysis

On the external front, GrabHealth could leverage the increasing number of medical practitioners
in the Philippines to expand its services, facilitating medical practitioners from across the country to
provide localized, accessible healthcare. Additionally, GrabHealth could introduce a range of newly
innovated medicines to its users, granting them access to quality medicines delivered to their doorstep.
However, GrabHealth also faces the risk of market preference for traditional face-to-face appointments or
consultations, potentially impacting the teleconsultation feature. Since it operates in a virtual
environment, there is also a risk of employing untrained medical practitioners, which could jeopardize
user well-being. Finally, by entering the health sector, GrabHealth faces competition from established
players such as KonsultaMD, which already has a reputation in the healthcare industry. To succeed,
GrabHealth must invest in the comprehensive training of its staff and partners, ensuring the provision of
legitimate and quality services. It should also collaborate with local manufacturers of medicinal products
to secure a robust supply chain.

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 IMC RECOMMENDATIONS

A. General Objectives
● To establish GrabHealth's brand awareness in the health industry in the Philippine market.
● To become the leading on-the-go medical delivery and teleconsultation application in the
Philippines.
● To establish meaningful partnerships with delivery merchants, medical practitioners, and
pharmaceutical suppliers.
● To increase customer usage by providing on-the-go medical services accessible to
everyone.

B. Creative Strategies

Creative Objectives
● To inform consumers about the new health and medicine feature in the Grab application and how
it will operate.
● To attract consumers to purchase their medicinal needs and medical appointments through
GrabHealth.
● To build trust between consumers and GrabHealth as their primary provider of on-the-go medical
care services.

Consumer Insight

"My family and I live in a rural area away from the city where many establishments are
located. It is quite hard and time-consuming to travel to the city to buy various medicines and
access medical appointments."
GrabHealth would enable people living in rural areas, away from the city, to access
proper medical attention through teleconsultation and obtain various medicines via the medicine
delivery service provided in the GrabHealth App.

"I live alone in a high-rise condominium in the heart of the metro. I find delivery services quite
convenient for my lifestyle, especially in times of urgent matters when I can't leave the condo."
For users who live alone, GrabHealth would provide efficient service with speedy
medicine delivery during times of urgency. This feature would also help reduce the risk of
infecting other people through limited contact facilitated by GrabHealth.

"I am a recent college graduate with no insurance at the moment, making it quite difficult to
have access to medical appointments."
With the Teleconsultation feature in the app, more people, especially those facing
challenges accessing medical attention, can have affordable access to proper healthcare. Users
will have access to various medical practitioners who can offer online consultation services, all
within GrabHealth.

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Consumer Promise and Brand Substantiation (Reason to Believe)

“Elevating Your Access to Care”

GrabHealth aims to transcend traditional healthcare boundaries, promoting an enhanced,
accessible, and efficient health management experience. Its services are meticulously crafted to
ensure that everyone has immediate access to professional healthcare assistance, essential medical
supplies, and innovative health solutions. The dedication to facilitating a smoother, more
integrated health management process manifests through its relentless pursuit of innovation and
excellence, ensuring that quality care is never out of reach. Through GrabHealth, a realm of
elevated accessibility and uncompromised care is promised, where consumers experience a new
pinnacle of convenience and support in their healthcare journey.

On-Call Healthcare Workers

Gain access to professional healthcare anytime, anywhere. GrabHealth bridges the
distance, connecting users directly with on-call healthcare workers who are ready to provide
immediate consultation and support through robust telecommunication services.

Pharmacy at Your Fingertips

Bypass the hassle with GrabHealth’s dynamic delivery system. Partnering with nearby
drugstores, medicines and medical supplies are delivered to the user’s doorstep promptly. A
seamless process, requiring appropriate prescriptions where necessary, ensures that you receive
your medications promptly and safely.

Revolutionary At-Home Medical Tests

Innovation in routine testing allows for a more comfortable and efficient experience.
Access at-home medical tests such as blood tests, urine tests, and blood pressure checks. Results
are securely and promptly delivered to users’ emails or directly accessible within the Grab
application, ensuring confidentiality and convenience.

Collaborative Excellence
GrabHealth stands as a nexus where reliable healthcare services, pharmacies, and
telemedicine platforms come together. Collaborations are intricately curated, ensuring that users
receive only the most trustworthy and quality services.

Positioning Statement
"To urban professionals like Sarah, a 34-year-old marketing manager residing in Makati City,
GrabHealth is the leading medical delivery and teleconsultation application in the Philippines. Elevating
Your Access to Care, GrabHealth transcends traditional healthcare boundaries by offering immediate
access to professional healthcare assistance, essential medical supplies, and innovative health solutions. It
connects users directly with on-call healthcare workers, provides speedy medicine delivery from nearby
drugstores, and offers innovative at-home medical tests for a more convenient and efficient healthcare
experience. Through GrabHealth, users experience a new pinnacle of convenience and support in their
healthcare journey, promising a realm of elevated accessibility and uncompromised care. This is made

45
possible through GrabHealth's collaborative excellence, ensuring users receive only the most trustworthy,
reliable, and quality services."

Brand Personality
A sense of reliability and trustworthiness would be the brand personality for the concept of
GrabHealth as it reflects Grab’s established reputation of being a reliable and trustworthy company that
provides transportation and delivery services. Aiming to make healthcare more accessible while being
approachable and empathetic is what the GrabHealth concept endeavors to be. The brand’s messaging
emphasizes the importance of well-being while being informative and supportive. In the eyes of the
consumer, GrabHealth projects an image of innovation as it uses technology to provide more convenient
healthcare services and resources. All in all, GrabHealth aims to be a convenient, friendly, and
trustworthy companion for individuals on their journey towards a healthier life.

The Big Idea

Consumer Insights:
"I want healthcare services that adapt to my lifestyle."
"I seek convenient and immediate access to medical care."
"I desire a healthcare solution that understands and meets the demands of my urban lifestyle."

Product Truth:
● A healthcare service designed to seamlessly integrate into your daily routine.
● Immediate access to professional healthcare assistance and essential medical supplies.
● Innovative solutions tailored to the needs of individuals navigating busy urban lifestyles.
● GrabHealth is not just a service; it is a reliable companion in your healthcare journey.

Big Idea:
Based: Elevate your access to care with GrabHealth, the healthcare solution that fits your
on-the-go urban lifestyle.
Refined: GrabHealth - Your On-the-Go Healthcare Companion.
Final: GrabHealth - Navigating Your Health, Your Way.

Tone and Mood of Messaging

Tone: Serious, Trustworthy, Convenient, and Empowering

Mood: Reassuring, Approachable, and Efficient

Given that GrabHealth aims to provide accessible healthcare and medical services, the tone should be
empowering, assuring users that they have a reliable healthcare solution at their fingertips. It should
convey trustworthiness, as healthcare is a sensitive area, and users need to have confidence in
GrabHealth's services. The tone should also emphasize the convenience and efficiency of using
GrabHealth for their healthcare needs, aligning with the brand's promise of "Care That Comes to You."
This messaging should make users feel that they are in control of their health and have a dependable
partner in GrabHealth to assist them. The tone should be serious as the target market for the company is

46
more focused on the older percentile which means that the marketing strategies to be used shall be more
appropriate towards them. Having a reassuring and approachable mood would definitely sway potential
consumers to try the product and promote brand trial which is one of the most important aspects when
launching an entirely new product line.

Creative Executions (Brand Elements and Mandatory & Preferred Creative Executions)

Logo

Image 2. GrabHealth Logo

The GrabHealth Logo embraces a streamlined and minimalistic design, seamlessly

aligning with the aesthetics of the broader Grab service ecosystem. It ingeniously incorporates the
core elements of the original Grab logo, introducing the word 'Health' in the same font style,
thoughtfully simplified to epitomize the essence of convenience and accessibility in healthcare.

Tagline
The tagline "Care That Comes to You" embodies GrabHealth's commitment to providing
easy, accessible healthcare. It signifies that quality healthcare is available at your fingertips,
making it personal, approachable, and convenient. With this tagline, GrabHealth promises to
bridge the gap in healthcare accessibility and empower individuals to take charge of their health
anytime, anywhere.

Color Palette

Image 3. GrabHealth Color Palette

The GrabHealth color palette is a thoughtfully crafted fusion of several shades of green,
reflecting the continuity and unity of the overarching Grab brand identity. In addition, this
harmonious color scheme incorporates complementary shades, such as a vibrant red evoking the
vitality of the heart and circulatory system, and a soothing blue symbolizing the world of
medicine. Together, these hues create a visual symphony that resonates with the fundamental
elements of health and well-being.

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 Fonts
The title font used for Grab and GrabHealth would be Grab Community EN version 2.0,
while the subtitle and body fonts make use of the Inter font family which was settled on by Grab
designers after looking through and testing over 40 different typefaces (Grab Editorial, 2023).

Logo Placement
GrabHealth logos will be prominently displayed in all publication materials, serving as a
constant and unmistakable reminder that GrabHealth is a trusted source for accessible healthcare.
This strategic placement is not only about branding but also about instilling confidence and
recognition in the minds of our audience, whether in print or digital. The GrabHealth logo
symbolizes reliability and represents our unwavering commitment to delivering healthcare
directly to consumers, wherever they may be.

Mandatory Regulatory Markings

Great attention will be given to ensuring consistent adherence to all regulatory guidelines
within healthcare-related content for GrabHealth, leaving no room for oversight. All necessary
disclaimers will be ensured to be thoughtfully incorporated. This unwavering commitment to
regulatory compliance underscores our dedication to upholding the highest standards of safety
and transparency in healthcare, thereby safeguarding the trust and well-being of our users.

Media Itinerary

Consumer Media Itinerary for Weekdays

Table 4. Consumer Media Itinerary for Weekdays

Consumer Media Itinerary for Weekends

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 Table 5. Consumer Media Itinerary for Weekends

Media Mix and Rationale

Instagram
Instagram's visually driven platform is ideal for engaging the younger demographic of
GrabHealth’s target audience. By leveraging Instagram’s diverse content formats, such as Stories,
Posts, Reels, and IGTV, GrabHealth can showcase vibrant infographics on health tips, success
stories, and behind-the-scenes looks at the service in action. The emphasis should be on creating
shareable content that resonates with health-conscious individuals, leveraging influencers and
health experts to enhance credibility. The use of targeted hashtags and location tags can help to
reach local audiences, while Instagram's robust advertising system enables precise targeting based
on interests, behaviors, and demographics, aligning with GrabHealth’s aim to connect with users
seeking convenient healthcare solutions.

● Instagram Reels
A demonstration of how to use GrabHealth within the Grab app, highlighting its features
and services.
● Stories with Swipe-Up
Link to book a quick teleconsultation or home-deliver a medical product through the app.
● Introduction to GrabHealth
Introductory post announcing GrabHealth and the features the service provides.
● GrabHealth Tips
Simple health tips and facts that users can take note of.
● GrabHealth Testimonials

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 Testimonials taken from GrabHealth’s current consumers that can introduce others to the
platform.

Facebook
Facebook offers a broad reach across various age groups, making it suitable for targeting
GrabHealth’s older demographics. With its detailed targeting capabilities, the platform can be
used for disseminating informative content, community building, and customer service. Facebook
Groups can serve as communities where GrabHealth users share experiences and advice,
bolstering peer-to-peer support. Health awareness campaigns, live Q&A sessions with healthcare
professionals, and user testimonials can increase trust and engagement. Additionally, Facebook's
advertising platform can be instrumental in retargeting campaigns, reaching out to users who have
shown interest in healthcare services, and staying top-of-mind.

● GrabHealthHeroes Facebook Post

“Health Hero Spotlights”, sharing inspiring stories of users who have improved their
health significantly using GrabHealth. Include user-generated content (UGC) with the
hashtag #GrabHealthJourney #HealthInAGrab.
● Facebook Lives
Live Q&A sessions with healthcare professionals discussing common health concerns
and showcasing how GrabHealth can help.
● Introduction to GrabHealth
Introductory post announcing GrabHealth and the features the service provides.
● GrabHealth Tips
Simple health tips and facts that users can take note of.
● GrabHealth Testimonials
Testimonials taken from GrabHealth’s current consumers that can introduce others to the
platform.

TikTok
TikTok's format is perfect for capturing the attention of a younger, tech-savvy audience
that values quick and digestible content. GrabHealth can tap into this by creating engaging and
educational content that highlights the ease and convenience of their services. Challenges and
hashtag campaigns can virally promote health awareness, encouraging user-generated content that
aligns with the brand's message. Collaborations with TikTok influencers can also drive
authenticity and reach, positioning GrabHealth as a leader in modern, tech-integrated healthcare
solutions.

● TikTok Challenge and Campaign “#HealthInAGrab”

Users will be asked to show their healthy routines and how GrabHealth has made a
positive impact on their lives.

● Duets with Doctors or Healthcare Professionals

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 Collaborations will be made to create informative content, inviting users to ‘duet’ with
their health questions or testimonials.
● Official GrabHealth TikTok Jingle
A fast, catchy, and creative jingle will be created and shared officially by GrabHealth so
that users may use the sound. It will be a parody of the local band Lola Amour’s hit song
Raining in Manila. The lyrics are as follows:
It’s Flu season, Manila, do you need some medicine?
It’s Flu season, Manila, I need a doctor mabilis!
Thanks to GrabHealth in Manila, deliveries are so so quick (at home appointments and
medicine, bilis!)
Kaya mag GrabHealth in Manila, para tangal na ang sakit!

Spotify
Spotify allows GrabHealth to connect with a wide audience through targeted audio ads
that can be played during users’ personalized listening experiences. By crafting compelling audio
commercials and sponsoring health-related podcasts, GrabHealth can raise brand awareness and
promote its services in a contextually relevant setting. Curating branded playlists, for instance,
"GrabHealth Workout" or "Mindfulness with GrabHealth," can also help in establishing a holistic
brand identity, associating GrabHealth with a lifestyle that prioritizes well-being.

● Spotify Advertisement Banner

The phrase "Healthcare in a tap" immediately captures the essence of the service,
emphasizing its easy accessibility via the mobile app. The call to action, "Try GrabHealth
now," invites potential users to take action, making it clear that the service is readily
available for them to try.
● Spotify Audio Advertisement
*Sound effect of motorcycle*
*Doorbell sound*
“Medicine as fast as possible. Download Grab and try the new GrabHealth feature
today!”
This Spotify audio ad excels by using compelling sound storytelling and succinct
messaging to convey GrabHealth's core value of fast medicine delivery. The clear call to
action and relevance to the listener's needs make it highly effective in engaging the
audience and encouraging action.

OOH Posters
Out-of-home (OOH) posters provide a traditional yet effective medium for establishing
brand presence and capturing mass attention in high-traffic areas. For GrabHealth, strategically
placed posters can enhance brand visibility and top-of-mind awareness among commuters and the
general public. These can prove especially effective near hospitals, clinics, and pharmacies,
targeting individuals actively seeking health services. Posters featuring bold messages and
compelling visuals that convey the convenience of accessing healthcare through GrabHealth can
prompt immediate action, particularly when accompanied by a call to action urging individuals to
download the Grab app or visit the website.

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 ● Digital OOH Poster - Promotion Code
Use promo code “GREENBELT25” for 25% off your first GrabHealth Order.
This billboard is effective because it provides a clear and compelling call to action with a
specific promotion code, "GREENBELT25," which offers a tangible 25% discount,
encouraging potential users to take immediate action once they see the code, which is
eligible for the first time they use it or see the advertisement. The use of a discount code
makes the offer enticing and memorable, increasing the likelihood of conversion. This
will be available in several locations as well, such as Glorietta, Alabang Town Center,
Robinsons Magnolia, Rockwell Powerplant, and many others.
● OOH Poster - GrabHealth Introduction
Introductory poster announcing GrabHealth and the features the service provides.

Grab App
The Grab app itself is a powerful tool for direct marketing to existing customers who
already use Grab services. In-app notifications, banners, and a dedicated GrabHealth section can
be used to inform users about the new health services. Personalized offers, reminders for
medicine refills, and easy booking for health consultations can drive engagement and retention.
The app’s data analytics can help in understanding user behavior, enabling more personalized and
effective targeting. By offering a seamless and integrated experience within the app, GrabHealth
can efficiently cross-sell services to a captive and relevant audience.

● Pop-Up Advertisement - GrabHealth Introduction

Full-screen pop-up gif of a motorcycle going to a house and delivering medicine.
Text: “Care that comes to you. Try GrabHealth and get 10% off your first order today.”
This full-screen pop-up GIF is an effective advertisement because it uses dynamic visuals
to demonstrate the convenience of GrabHealth's service, making the message visually
engaging. The combination of the tagline "care that comes to you" and the offer of a 10%
discount provides a strong incentive for potential users to take action, combining a
compelling message with a clear call to action.

Media Objectives
GrabHealth would be advertised through Instagram, Facebook, TikTok, Spotify, OOH Billboards,
and the Grab app. Within the first 3-5 months, these are GrabHealth’s media objectives.

Instagram Analytics
● Increase engagement rate to about 20% by utilizing reels, stories, and posts
● Increase organic reach by 15% by using reels and stories
● Increase followers up to 10,000
● Increase number of clicks to Grab app by around 50-100 clicks per week
● Increase conversion by at least 5%

Facebook Analytics
● Increase engagement rate by at least 20% by utilizing Facebook posts and Facebook lives

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 ● Increase organic reach to about 15% by utilizing Facebook ad carousels
● Increase page likes and followers up to at least 10K
● Increase number of clicks to Grab app by at least 50-100 clicks per week
● Increase conversion by around 5-10%

Tiktok Analytics
● Increase video views on Tiktok challenge and campaign and duets with doctors by
2000-5000
● Have 1 viral video regarding GrabHealth app (target 1M-2M views) using the Tiktok
Jingle
● Increase number of clicks to Grab app by at least 50-80 clicks per week
● Increase engagement rate to about 20% by utilizing User Generated Content (UGC) and
by partnering with influencers

Spotify Analytics
● Increase number of clicks to Grab app by at least 50-100 clicks per week using ad banner
and audio advertisement

OOH Poster Analytics

● Have at least 20-50 people using each designated location promotion code

Grab App Analytics

● Increase number of clicks to GrabHealth feature by about 50-80 clicks per week using
pop up ad

C. Media Plan and Schedule

Table 6. Media Plan and Schedule

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​
The Media Plan and Schedule for GrabHealth's creative execution spanning from January to May
2024 are designed to align with specific media objectives. Leveraging Instagram, Facebook, TikTok,
Spotify, Out-of-Home (OOH) Posters, and the Grab App, the campaign aims to achieve substantial
growth and engagement within the first 3-5 months. The detailed analytics highlight strategic targets, such
as enhancing Instagram engagement rates by 20% through reels, stories, and posts, and increasing organic
reach by 15%. Similarly, on Facebook, the plan is to boost engagement rates by 20%, amplify organic
reach by 15%, and augment page likes and followers to 10,000. TikTok endeavors to achieve significant
video views, aiming for a viral video with 1-2 million views using the TikTok Jingle. Spotify's focus is on
increasing clicks to the Grab app through banner and audio advertisements. The OOH Billboards and
Grab App Pop-Up Ads target specific user actions, aiming for tangible engagement at designated
locations and within the Grab app.

D. Advertising Budget Allocation

Graph 34. Advertising Budget Allocation

Instagram
● Design: ₱500,000
● Promotion and Advertising: ₱1,500,000
● Miscellaneous Expenses: ₱50,000

Facebook
● Design: ₱500,000
● Promotion and Advertising: ₱1,500,000
● Miscellaneous Expenses: ₱50,000

TikTok
● Promotion and Advertising: ₱1,000,000
● Potential Collaborations: ₱2,500,000

Spotify
● Design and Production: ₱500,000

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 ● Promotion and Advertising: ₱1,500,000
● Miscellaneous Expenses: ₱50,000

OOH Posters
● Design and Printing: ₱1,000,000
● Placement: ₱3,000,000

Grab App
● Design and Implementation: ₱500,000
● In-App Promotion: ₱200,000

Total Budget Allocation: ₱14,350,000

E. Campaign Monitoring and Control

The effectiveness of the GrabHealth campaign will be assessed through a comprehensive
framework of key performance indicators (KPIs) and a corresponding methodology. The success of the
campaign will be continually evaluated to ensure it aligns with the company’s objectives and creative
strategies. The campaign monitoring and control approach encompasses the following:

Key Performance Indicators

Brand Awareness
A metric used to assess GrabHealth's standing in the healthcare sector, derived from monitoring
surveys and sentiment research on social media.
User Acquisition
Tracking the number of new users registering and utilizing GrabHealth services in the Philippine
market.
Usage Growth
Measuring the increase in customer usage through on-the-go medical services accessible to
everyone.

Corresponding Methodology
Surveys and Feedback
Regular surveys and user feedback collection to gauge brand awareness, user satisfaction, and
willingness to recommend GrabHealth.
User analytics
Detailed examination of user acquisition data, encompassing usage trends, geographic
distribution, and demographic information.
App Usage Data
Continual analysis of app usage data to track the number of medicine deliveries and at-home
medical tests booked.

These KPIs and the corresponding methodology will serve as essential tools in measuring the
campaign's performance and providing insights to efficiently market the service.

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F. Creative Materials

Image 4. Instagram and Facebook Introduction to GrabHealth

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Image 5. Instagram and Facebook GrabHealthTip 1

Image 6. Instagram and Facebook GrabHealthTip 2

57
Image 7. Instagram and Facebook GrabHealthTip 3

Image 8. Instagram and Facebook Testimonial 1

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Image 9. Instagram and Facebook Testimonial 2

Image 10. Instagram Swipe Up Story

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Image 11. Facebook HealthHeroes Post

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Image 12. TikTok #HealthinaGrab Campaign

Image 13. TikTok Doctor Duets

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 Image 14. OOH Digital Poster Greenbelt

Image 15. OOH Digital Poster Greenbelt Mockup

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 Image 16. Spotify Banner Advertisement

Image 17. Spotify Banner Advertisement Mockup

63
 FINANCIALS

A. Business Scenario Assumptions

BUSINESS SCENARIO ASSUMPTIONS

FACTORS AND ASSUMPTIONS IN Y1 TO Y3
CONSIDERATIONS Normal Case Best Case Worse Case
THE FIRM
Grab continues to be the leading
Sources and Grab is the leading super-app for super-app for deliveries and Grab fails to maintain its leading
sustainability of of deliveries and ride-hailing services ride-hailing services while super-app reputation due to rising
firm resources in the Philippines (Grab, 2021). introducing new features such as and new delivery competitors.
GrabHealth in the Philippines.
As of Grab's Fourth Quarter of Year
Grab will have stronger financial Grab will have a decline in sales
Current company 2022, Grab reports to have a 310%
status as they branch out to cater which makes costs from salaries of
financial and growing revenue year after year
to more products and services such delivery men higher. As a result,
development status with 2022's revenue being ₱80M
as GrabHealth. there will be a loss in profit.
(Yahoo Finance, n.d.).
Grab lays off delivery drivers and
Company growth Grab continues to expand to cater Grab caters products and services
partners across cities because of
plans (business and ride-hailing and delivery services to to more cities nationwide especially
loss in profit resulting in Grab only
product expansion more cities in the Philippines (Grab, in the islands of Visayas and
catering products and services in a
wise) 2023). Mindanao.
few selected areas across the PH.
Product portfolio Grab provides many services such
Grab fails to diversify and maintain
management for as GrabCar, GrabShare, GrabFood, Grab continues to diversify its
their services, resulting in closing
current & GrabKItchen, GrabMart, services and products by
down of numerous services such as
PROPOSED NEW GrabInsure, GrabInvest, GrabLink, introducing GrabHealth.
GrabFood, GrabCar, and the like.
PRODUCT GrabAds, and GrabExpress.

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 Grab charges passengers a base
Due to numerous people relying on Grab decreases its pricing costs
Current product fare of P40-50 for Grabcar services
Grab for food and transportation, and creates promos to generate
costing and pricing with prices also amounting to
Grab exudes a further increase in more sales due to the declining
policies 100-2000 and above for GrabMart
revenue. sales.
or GrabFood food delivery.
Grab maintains its positive Grab continues to increase the
relationship with its suppliers from amount of their suppliers while also
Grab lays off GrabFood suppliers
Status of supplier GrabFood restuarants by introducing new concepts such as
because of loss in profit as
relationship and introducing the concept of GrabHealth, which would create
consumers do not resort to food
sustainability GrabFood which makes the more suppliers as they will now
delivery anymore.
restaurant's food more accessible supply medicine and
through Grab delivery (Grab, 2022). teleconsultation services
Grab's outsourcing capabilities
Grab further enhances its
Company's stem from financials, transportation,
resourcing capabilities by Grab lessens its resourcing
outsourcing and the food industry, Grab offers
penetrating the telehealth industry capabilities due to financial loss.
capabilities numerous services and products
by introducing GrabHealth.
that come from these industries.
With the wide variety of services Grab creates a strong distribution Grab loses its strong distribution
Current and future
Grab provides, Grab continues to relationship with the telehealth relationship with the transportation
distribution
become the leading super-app for industry by providing medicine for and food industry, which also
relationship and
transportation, food, and other their consumers for medicine affects the telehealth industry if
management
services. delivery. GrabHealth were to be made.
THE COMPETITION
As of date, Grab does not have a
telehealth feature. The leading app
KonsultaMD fails to maintain their
for telehealth is now KonsultaMD KonsultaMD maintains to be the
position as the leading provider due
Market Share as they cater telehealth services leading provider for telehealth
to toucgh competition which results
and medicine delivery and has a services and medicine delivery.
to losses.
market share of less than $5 million
(ZoomInfo, n.d.)

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 KonsultaMD utilizes the heath
KonsultaMD further enhances their
industry for medical professionals
Sources and medical professionals and staff KonsultaMD fails to pay for the cost
to conduct 24/7 online doctor
sustainability of of which results to good customer of services, which results to
consultations and pharmacy, as
firm resources reviews and thus an increase in lessened diversification of services.
well as diagnostics and home care
revenue.
(KonsultaMD, 2023).
Current company KonsultaMD's market share in the KonsultaMD's market share KonsultaMD's sales decrease
financial and PH has a revenue of less than $5 increases to a revenue of about which results to a decrease in
development status million (ZoomInfo, n.d.) $10 million. market share.
KonsultaMD partners with firms
Company growth KonsultaMD fails to grow their
such as Globe, Foodpanda, and KonsultaMD contrinues to partner
plans (business and influence througn failed
Singlife for partner deals which with other firms which reuslts to an
product expansion partnerships, resulting into a
influences more consumers to try increase in revenue.
wise) stagnant or a decrease in sales.
KonsultaMD (Bankero, 2023).
KonsultaMD offers a variety of
services such as 24/7 online doctor
Product portfolio
consultations and pharmacy, as KonsultaMD branches out and KonsultaMD fails to pay for the cost
management for
well as diagnostics and home care. offers more services including AI of services, which results to
current & new
New products are offered online adoption for telehealth care. lessened diversification of services.
products
through their super-app
(KonsultaMD, 2023).
KonsultaMD video consultation is Due to numerous people relying on KonsultaMD decreases its pricing
Current product
priced at P600 while chat KonsultaMD for telehealth, costs and creates promos to
costing and pricing
consultation being P399 and KonsultaMD exudes a further generate more sales due to the
policies
medicine deliveries vary in price. increase in revenue. declining sales.
KonsultaMD has been the leading KonsultaMD continues to be the
telehealth app since their boom in leading telehealth app and their KonsultaMD breaks relationships
Status of supplier
2020. For this reason, their relationships with medical with medical professionals due to
relationship and
relationships with medical professionals become more strong an external event that causes a bad
sustainability
professionals are well-trusted and which creates an ease in supply reputation for the health industry.
credible (Remo, 2022). chain.

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 With KonsultaMD's wide variety of
KonsultaMD's further outsources KonsultaMD's fails to outsource
Company's access to medical professionals
talented medical professionals talented medical professionals
outsourcing and delivery industry, KonsultaMD
which results to an increase in which results to a stagnant or
capabilities is now the leading super-app for
quality of services. decrease in quality of services.
telehealth means (Remo, 2022).
KonsultaMD is the leading KonsultaMD continues to become
Current and future
telehealth app with numerous good the leading telehealth app with KonsultaMD fails to further enhance
distribution
reviews on its telehealth services even greater customer reviews on their telehealth services which
relationship and
and fast medicine delivery its telehealth services and fast results to stagnant sales.
management
(Yugatech Brand Partner, 2023). medicine delivery.
MARKET & MACROENVIRONMENT
According to Philippine Statistics
Authority (PSA), inflation as of
Economic situation - September 2023 increased up to
Inflation rate decreases to 4%. As
GDP, INFLATION 6.1%. With this, the year-to-date Inflation rate of the PH increases to
for the GDP, The Phillipines
RATE, Forex, inflation amounts to 6.6%. As for 7%. The GDP of the country also
expects to achieve a 7-9% growth
establishing new the GDP, Philippines reports to reports a decrease of around 4%.
before the year 2023 ends.
business have a growth of 7.2% from the
fourth quarter of 2022 (Philippine
Statistics Authority, 2023).
Telehealth market has a market
The telehealth market size The telehealth market declines
size of USD 83.5 billion in 2022 and
Market acceptance of increases throughout the years as throughout the years as people
expects to have a CAGR of 24.0%
new product the market size by 2032 will now be prefer live doctor consultations and
from 2023 to 2030 (Grand View
USD 823.7. to buy their medicines personally.
Research, 2022).
Grab continues to produce mass
Grab aims to become carbon
Environmental issues Grab achieves its carbon neutral amounts of carbon footprint and
neutral by 2040 as one of the
that my disrupt goal before or on the year of 2040, greenhouse gas emissions as well
company's 3 ESG Goals for
businesses - supply while also reducing greenhouse as plastic waste. This results to
Sustainable and Inclusive Growth
chain, etc gas emissions and waste. worsened climate change which
(Grab, 2022).
makes the living conditions of the

67
 citizens of the PH worse.
The LTFRB is currently
Political and legal
investigating Grab's hiked minimum
concerns that can Grab continues to overcharge
fare as they were asked reportedly
affect the company's Grab has fixed this issue and passengers for short-distance trips,
as to why Grab was charging
supply chain & investigation with the LTFRB. which raises the investigation of
passengers a minimum of P85 on
business growth LTFRB.
nonpeak hours for short-distance
plans
trips (Ramos, 2023).
Table 7. Business Scenario Assumptions

This table shows the business scenarios in the normal, best, and worst case scenarios if GrabHealth were to push through. This table also
shows the normal, best, and worst case scenarios of the leading competitor which is KonsultaMD. Lastly, the market & macro environment with
regards to Grab and the telehealth industry are also analyzed by indicating the normal, best, and worst case scenarios.

B. Objectives

Table 8. Objectives

Possible objectives for Grab Health within Y1 to Y3 span various scenarios, with market shares ranging from 11.10% to 24.83% in the
normal case, 14.77% to 26.66% in the best case, and 7.06% to 18.87% in the worst case. The projected total market revenue, influenced by these
market shares, ranges from ₱20.61 billion to ₱28.09 billion. Sales revenue, spanning from ₱2.29 billion to ₱6.98 billion, aligns with varying
market shares, while marketing expenses are anticipated to be between ₱915.68 million and ₱1.76 billion. The marketing return on investment
(ROI) mirrors sales revenue, reflecting figures from ₱2.29 billion to ₱9.21 billion. In the best-case scenario, both the overall market and Grab

68
Health consumers grow. Conversely, the worst-case scenario envisions the Telehealth Market expanding, but Grab Health's market share is low,
potentially losing ground to competitors.

It is important to note that the financial data taken from the Grab Holdings Inc financial statements was originally in USD, necessitating
conversion to ₱ at a rate of 55.8 for clarity. Additionally, as the total market revenue was provided for all Southeast Asia countries, not specifically
for the Philippines, adjustments were made by multiplying all figures by the percentage share of the Philippines in the total Southeast Asia market.

C. Current Product Mix and Price Structure

Table 9. Current Product Mix and Price Structure

The current product mix and price structure for Grab's services are presented in Philippine pesos, detailing the average price paid by
consumers, the product cost (including the Grab driver share), and the resulting gross profit for each brand or product line. For GrabCar, the
average price is ₱120.00, with a product cost of ₱80.00, yielding a gross profit of ₱40.00 per unit. Similarly, GrabFood has an average price of
₱77.00, a product cost of ₱57.00, and a gross profit of ₱20.00. GrabExpress follows with an average price of ₱80.00, a product cost of ₱55.00, and
a gross profit of ₱25.00 per unit. For GrabMart and GrabShopping, both priced at ₱599.00, the product cost is ₱449.00, resulting in a gross profit
of ₱150.00 per order. This pricing structure provides insights into the profitability of each service within Grab's diverse product offerings in the
Philippine market.

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 D. Historical Marketing Expenses

Table 10. Historical Marketing Expenses

The table above illustrates Grab’s historical marketing expenses in the Philippines from 2020 to 2022, with figures extracted from the
overall financial statements of Grab worldwide. To focus on the Philippine segment, worldwide marketing expenses are computed to isolate
expenditures for Grab Philippines only. However, it is important to note that there is no inline breakdown of the marketing expense provided in the
corresponding financial documents. Furthermore, as stated above, the average marketing expense for Grab in the Philippines from 2020 to 2022 is
approximately 860.6 million Philippine pesos.

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E. Financials

Table 11. Financials

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 The financial projections for Grab Health depict a promising trajectory, featuring consistent increases in Gross Sales over a three-year
period, expanding from ₱6,923 million in Y0 to ₱8,459 million in the best-case scenario for Y3. Particularly noteworthy are the substantial
increases in health-related services, with Teleconsultations and Medicine Delivery experiencing significant growth—teleconsultations rising from
₱405 million in Y1 to ₱725 million in the best-case scenario for Y3. The Gross Profit exhibits substantial growth, reaching ₱1,448 million in the
best-case scenario for Y3, indicating improved profitability over time. Despite varied marketing expenses across platforms, including TikTok,
Instagram, and OOH Posters, the Return on Investments (ROI) remains positive, highlighting the efficacy of marketing strategies in different
scenarios.

It is crucial to note that revenues for the original product mixes are consistent across all years. Cost of Goods Sold (COGS) remains the
same for all years, excluding the COGS of the original product. The gross profit margin remains constant throughout all years, and it is assumed
that the additional marketing expense is solely for the proposed products. This financial breakdown underscores Grab Health's strategic focus on
health and wellness services, showcasing a diversified portfolio contributing to overall revenue growth. These projections provide valuable
insights for stakeholders, facilitating informed decision-making regarding marketing investments, service expansion, and ongoing efforts to
enhance profitability in the evolving healthcare landscape.

72
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