1. Philippine Heart Center
Radiological Sciences Division
Carisse Diana A. Drilon
November 30, 2010
10 Step Marketing Plan for…

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. 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. Primary Target
Market and
Positioning
Where are we?

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. 2. The Doctor’s Needs, Wants,
and Demands
Good imaging
Well trained
Radiologists
Definitive diagnosis
Perception of a
Good Doctor
Patient wellness

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. 3a. Direct and Indirect
Competition
DIRECT
INDIRECT
Variables: Location, price, expertise, availability of cardiac services,
doctors

9. 3b. Positioning
Cardiac Imaging
Expertise
General Imaging
High price
Low price
Note:
Cardiac
Radiologists
from other
institutions
come from
PHC

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. 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. 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. The Marketing
Mix Strategy
Let’s make it work!

14. 6. Products/Services Offered
CT Scan
MRI
Ultrasound
X-ray

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. 7. Promo
 Word-of-mouth
 No official marketing strategy

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. 9. Place
 Hospital-based services
 Patients go to the hospital for imaging studies

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. Philippine Heart Center
Radiological Sciences Division
Carisse Diana A. Drilon
November 30, 2010
10 Step Marketing Plan for…