Thesis (Master in Management) -- University of the Philippines Mindanao, April 2018

The Cosadio Well-Family Midwife Clinic is one of the 58 licensed birthing homes in Davao City. This is the only facility situated at Barangay Los Amigos in the Tugbok District. They provide a wide array of health services which include maternal care, normal deliveries, infant checkups and vaccinations as well as family planning and reproductive health services. Private birthing homes are essentials players in the whole health service delivery system. These entities are in the localities which make it accessible to the greater population. They offer cheaper fees compared to hospitals thus they attract clients from the poor income strata. Though their fees are cheaper, their services are still of quality?performed in a well-equipped facility and operated by skilled attendants ? making them a safer and cheaper alternative. The Philippine government has been actively campaigning on giving Filipinos insurance coverage through Philhealth. Philhealth accepts birthing homes as accredited facilities that are eligible to avail of insurance reimbursement for the services that they render to Philhealth members. This has opened a great opportunity for poor women to access quality maternal care to zero to a minimum cost. This reimbursement paves the way for private birthing homes to be able to reach out and serve more clients thus increasing their profitability. Despite this current industry conditions, the Cosadio Well-Family Midwife Clinic has not maximized their potential because they were not able to reach out to a lot of pregnant women in the community. The company has been in existence for 20 years, yet it has remained micro in scale. The sole proprietor is struggling to delineate the business from her personal activities making the business system weak. Upon studying the external and internal surrounding of the Cosadio Well-Family Midwife Clinic, the proposed overall strategic objective for the years 2019-2021 is for the clinic to increase its number of clients by 100% and its profitability by at least 80%. The key strategies that may be implemented are market penetration which will focus on community-based marketing approaches where the barangay and the traditional birth attendants will be tapped as active partners; and business system enhancement which will focus on making the financial recording more efficient and developing an electronic medical record system to effectively profile and identify clients.