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PHC Radio Dept 10 Step Marketing

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    PHC Radio Dept 10 Step Marketing PHC Radio Dept 10 Step Marketing Presentation Transcript

    • 10 Step Marketing Plan for…
      Philippine Heart CenterRadiological Sciences Division
      Carisse Diana A. Drilon
      November 30, 2010
    • OUTLINE
      PTM and Positioning
      PTM: Doctors and patients
      Want expertise and reliability
      Competition: NKTI, other general hospitals
      Expertise in Cardiovascular Imaging
      Market Size: Php6.48 Billion
    • OUTLINE
      II. Marketing Mix and Strategy
      Products: X-ray, Ultrasound, CT Scan, MRI
      Promo: Word-of-mouth
      Price: 20-30% lower
      Place: Philippine Heart Center
      Winning Strategy: Packaging
    • Primary Target Market and Positioning
      Where are we?
    • 1. Primary Target Market
      Doctors from the Philippine Heart Center
      Cardiologists with patients from other institutions
      Other physicians with radiologic imaging needs for patients
      Patients who need radiologic imaging
    • 2. The Doctor’s Needs, Wants, and Demands
      Good imaging
      Well trained Radiologists
      Definitive diagnosis
      Perception of a Good Doctor
      Patient wellness
    • Why choose PHC Radiological Sciences Division
      Well-trained radiologists
      Experts in cardiac imaging
      No other institution compares
      Good equipment
      Can compete with private hospitals
      Accessible
      Easy commute
      Located in a major road
      Reasonably priced
    • 3a. Direct and Indirect Competition
      DIRECT
      INDIRECT
      Variables: Location, price, expertise, availability of cardiac services, doctors
    • 3b. Positioning
      Note:
      Cardiac Radiologists from other institutions come from PHC
    • 4a. What’s the Gap?
      Expertise in Cardiac Imaging
      Other modalities are first exhausted before going into Radiologic Imaging
      Lack of referrals from cardiologists from other institutions
      General Imaging
      Lack of non-cardiac cases
    • 4b. What’s the opportunity? How do we position?
      Opportunity:
      National Center for Cardiovascular Diseases
      Offers comprehensive healthcare services
      High-end machines and well-trained staff
      Lower prices
      Position:
      Experts in Cardiovascular Imaging
      Well-trained General Radiologists for other imaging needs
      Good services, lower cost
    • 5. Size of the Market
      Radiologic Services is a Php6.2 billion industry in the Philippines in 2009
      PHC Radiological Sciences Division’s annual sales is approx. Php64.8M annually
      They claim a market share of 1%
      Total Market Size = Php6.48B
    • The Marketing Mix Strategy
      Let’s make it work!
    • 6. Products/Services Offered
      CT Scan
      Ultrasound
      MRI
      X-ray
    • 6. Products/Services Offered
      Extensive list of services offered
      Comparable to general hospitals and private institutions
      Similar services with competitors
      In a nice and clean environment
    • 7. Promo
      Word-of-mouth
      No official marketing strategy
    • 8. Price
      Socialized payment scheme
      Different rates for charity and private patients
      Rate for private patients are 20-30% lower compared to private institutions
      Example: Chest X-ray PA
      PHC: Php500
      Private Institutions: Php700-900
    • 9. Place
      Hospital-based services
      Patients go to the hospital for imaging studies
    • 10. How to we win?
      PHC Mission and Vision:
      “…provide comprehensive cardiovascular care..”
      “…the leader in upholding the highest standards of cardiovascular care…”
      Enhance image: Expertise in Cardiovascular Imaging
      Create market for other imaging needs
      Emphasize: Good, reliable services for a lower cost
    • 10 Step Marketing Plan for…
      Philippine Heart CenterRadiological Sciences Division
      Carisse Diana A. Drilon
      November 30, 2010