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Philippine Heart Center
Radiological Sciences Division
Carisse Diana A. Drilon
November 30, 2010
10 Step Marketing Plan fo...
OUTLINE
I. PTM and Positioning
1. PTM: Doctors and patients
2. Want expertise and reliability
3. Competition: NKTI, other ...
OUTLINE
II. Marketing Mix and Strategy
1. Products: X-ray, Ultrasound, CT Scan, MRI
2. Promo: Word-of-mouth
3. Price: 20-3...
Primary Target
Market and
Positioning
Where are we?
1. Primary Target Market
 Doctors from the Philippine Heart Center
 Cardiologists with patients from other institutions
...
2. The Doctor’s Needs, Wants,
and Demands
Good imaging
Well trained
Radiologists
Definitive diagnosis
Perception of a
Good...
Why choose PHC Radiological
Sciences Division
 Well-trained radiologists
 Experts in cardiac imaging
 No other institut...
3a. Direct and Indirect
Competition
DIRECT
INDIRECT
Variables: Location, price, expertise, availability of cardiac service...
3b. Positioning
Cardiac Imaging
Expertise
General Imaging
High price
Low price
Note:
Cardiac
Radiologists
from other
insti...
4a. What’s the Gap?
 Expertise in Cardiac Imaging
 Other modalities are first exhausted before going
into Radiologic Ima...
4b. What’s the opportunity?
How do we position?
 Opportunity:
 National Center for Cardiovascular Diseases
 Offers comp...
5. Size of the Market
 Radiologic Services is a Php6.2 billion industry in
the Philippines in 2009
 PHC Radiological Sci...
The Marketing
Mix Strategy
Let’s make it work!
6. Products/Services Offered
CT Scan
MRI
Ultrasound
X-ray
6. Products/Services Offered
 Extensive list of services offered
 Comparable to general hospitals and private
institutio...
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...
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 ...
Philippine Heart Center
Radiological Sciences Division
Carisse Diana A. Drilon
November 30, 2010
10 Step Marketing Plan fo...
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PHC Radio Dept 10 Step Marketing

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Transcript of "PHC Radio Dept 10 Step Marketing"

  1. 1. Philippine Heart Center Radiological Sciences Division Carisse Diana A. Drilon November 30, 2010 10 Step Marketing Plan for…
  2. 2. OUTLINE I. PTM and Positioning 1. PTM: Doctors and patients 2. Want expertise and reliability 3. Competition: NKTI, other general hospitals 4. Expertise in Cardiovascular Imaging 5. Market Size: Php6.48 Billion
  3. 3. OUTLINE II. Marketing Mix and Strategy 1. Products: X-ray, Ultrasound, CT Scan, MRI 2. Promo: Word-of-mouth 3. Price: 20-30% lower 4. Place: Philippine Heart Center 5. Winning Strategy: Packaging
  4. 4. Primary Target Market and Positioning Where are we?
  5. 5. 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
  6. 6. 2. The Doctor’s Needs, Wants, and Demands Good imaging Well trained Radiologists Definitive diagnosis Perception of a Good Doctor Patient wellness
  7. 7. 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
  8. 8. 3a. Direct and Indirect Competition DIRECT INDIRECT Variables: Location, price, expertise, availability of cardiac services, doctors
  9. 9. 3b. Positioning Cardiac Imaging Expertise General Imaging High price Low price Note: Cardiac Radiologists from other institutions come from PHC
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. The Marketing Mix Strategy Let’s make it work!
  14. 14. 6. Products/Services Offered CT Scan MRI Ultrasound X-ray
  15. 15. 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
  16. 16. 7. Promo  Word-of-mouth  No official marketing strategy
  17. 17. 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
  18. 18. 9. Place  Hospital-based services  Patients go to the hospital for imaging studies
  19. 19. 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
  20. 20. Philippine Heart Center Radiological Sciences Division Carisse Diana A. Drilon November 30, 2010 10 Step Marketing Plan for…

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