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10 step marketing plan for health cheq  golda go 10 step marketing plan for health cheq golda go Presentation Transcript

  • 110 Step Marketing Plan forHealthCheQGolda Camille P. GoJune 2013www.goldacamillego.blogpost.com
  • 2DisclaimerThis 10 Step Marketing Plan is part of the mandatoryrequirements of Prof. Remigio Joseph De Ungria’s AGSBmarketing management class.The data included in this report are based on publicly availabledata such as those on internet websites, news, packagedeclarations, public reports.When appropriate, data are “masked” so as not to createunexpected conflicts.The reports are posted and linked on slideshare, blogs andFacebook so that there is easier sharing among students fromdifferent marketing classes.
  • Steps 1 to 5Be the CEO of your own healthBe the CEO of your own health1. HealthCheQ’s primary target market is the topexecutives in local and multinational companies2. Who demands convenience in health “check”,more time for relaxation to squeeze in theirschedule3. Can choose St. Luke’s or Medical City’s ExecutiveCheck-up4. Gap is other hospitals have been known forcomprehensive check-ups & customer serviceexcellence5. Market size: 4.5 B
  • Steps 6 to 10The HealthCheQ advantageThe HealthCheQ advantage6. HealthCheQ is a premium comprehensive qualitycheck-up done in one location within half-day7. Is priced 40% more than Myhealth but 95% lessthan St. Luke’s Medical8. Uses billboards, wellness events and first-handtestimonials from prominent clients9. HealthCheQ is availed in Metro Manila withovernight stay in serene locations out of town10.Niche market is the way to go
  • 1. primary targetmarket lives fast-paced lifestyle!• 40-50 years old, social class AB, married withkids• Values health and time like an investment!• Demands relaxation in a calm environment andconvenience of comprehensive healthexamination from DOH certified and trustedbrand health services• Prioritizes safety from hospital-borne infection
  • 62. HealthCheQ-er’s Ode...Health is wealth for family!Safety is priority! Leading to a Healthy“CEO” lifestyle.I’m at my prime and best!
  • 72.“CEO’s” solid needs, wants, anddemands• CEOs need time for family, work and forthemselves• CEOs want to maintain their wellbeing byinvesting in premium executive check-up• CEOs demand premium quality of medical careputting exceptional value on their health andtime
  • 3. goes Head to Head• Direct: Myhealth clinic, St. Luke’s• Indirect: Diagnostic services, Digital Imaging, Outpatientsurgeries, Doctor consults, Physical therapy services,dermatology and aesthetics, Endoscopic services• Variables:Age, PRICE, services, brand promise of DOHCertified Doctors and healthcare facility with TrustedBrand holistic medical care services
  • Step 3Competitive Positioning• 1stMap: Price vs. Quality Service• is number 1 in premiumexecutive and comprehensive check-up withovernight pampering experience from partnerhotels• Competition offers comprehensive check-upwith overnight stay at the hospital
  • 10Price 20-30 30-40 40-50High PriceLow PriceCEOs HealthCheQ NicheHealthCheQSLMCMyhealth
  • 11Brand positioning• Myhealth hasfollowedHealthway’s andother hospitals andclinics thus offerslower price.
  • 12Premium Health Services: The BattleHealthwayMedicalSLMC MyhealthBrand Recognition Trusted Brand JCI AccreditationConsult Board Certified MDs Board Certified MDsFacilitiesUp-to-date, State of theArtPremier, luxuriousQuality service Premium, IndividualizedExcellent customerserviceTechnology &EquipmentUp-to-date, State of theArtPremier, luxuriousConvenienceMall-based, accessibleto everyone2 locations only Mall-basedPricingAppropriate to ClassABCClass AB Class ABC and some D
  • solid ground• Healthway Medical strategically located andconvenient at the mall with early openinghours• Competitive advantage emphasizes onpremium individual attention and trusted brandservices• Avoid hospital-borne infection• Check-up procedures done within half-day andresults within 24 hours after completion oftests
  • brand identity• “Alagang Pamilya,Alagang Healthway”• I am the CEO of myown health
  • on a global perspective• Extends health service access to OFWs who comes“home” through online medical concierge• Filipino Balikbayans around the world round up to10 million*• Second market compose of foreign nationals lookingfor economical medical and wellness services*• Competitive rate with that of major hospitals• Gives overnight accommodation at prime hotels• With that, Healthway becomes the Health Hub!*Source: The Philippine Medical Tourism Compendium 2011
  • 16Step 5a: Competitor data, Healthcaremarket is at P4.5 Billion• Market Size for Executive Check-ups• No Company data available• St. Luke’s is the leading JCI (Joint Commission International)accredited healthcare institution• Healthcare in general, P399.54B in sales in 2012*• SLMC Market share: 30%• Annual Reported Sales at P1.3 B16*Source: http://store.businessmonitor.com/philippines-pharmaceuticals-healthcare-report.html
  • 17• Demographics– Metro Manila population: 11 Million– Social Classes AB at 10%: 1M– Who would go for premium health services:2%– Average spending per person per clinic visit:Php 2,50017
  • 18Healthcare market• Competitor = 4.5 B• Consumer usage = 2.7 B– 30,000 (social class ABC) x 2,500 (averagespending per clinic visit) x 365 days18
  • 196. the way it looks...
  • 206b.What makes unique?• It’s the advantage!– Premium individual attention and service– Convenient location at the mall with early openinghours– Avoids hospital-borne infection– Quality hygienic medical procedures– Check-up procedures done in half-day– Online appointment– Results within 24 hours after tests– Choice of overnight pampering in our partnerhotels!
  • 21Premier Brand of Executive Check-Up• Complete laboratory studies• Complete Imaging studies• Special Individualized examinations• Dental services• Breakfast after the tests• Gift certificates on Intense Diamond Peel,Oral prophylaxis, medications from ABPharma (Healthway pharmacy) and• Hotel accommodation for TWO!
  • 22on Prints, Media,Wordof MouthHealthCheQon Newspaper,Billboard, andMagazines.
  • 23Competition deep in prints...
  • 24Mall Access!SM City North EDSA TheBlock, Quezon CityRobinsons Place ManilaMarket! Market! BonifacioGlobal City, TaguigGreenbelt 5, Makati CityAlabang Town Center,Alabang MuntinlupaEDSA Shangri-La PlazaMall, Mandaluyong CityFestival Mall, FilinvestAlabang, Muntinlupa City
  • 25Niche MarketingLuxury meets health-nut!Luxury meets health-nut!“CEOs” who would pay the price to maintain a healthlife!
  • 26The Healthy Summary
  • Steps 1 to 5Be the CEO of your own healthBe the CEO of your own health1. HealthCheQ’s primary target market is the topexecutives in local and multinational companies2. Who demands convenience in health “check”,more time for relaxation to squeeze in theirschedule3. Can choose St. Luke’s or Medical City’s ExecutiveCheck-up4. Gap is other hospitals have been known forcomprehensive check-ups & customer serviceexcellence5. Market size: 4.5 B
  • Steps 6 to 10The HealthCheQ advantageThe HealthCheQ advantage6. HealthCheQ is a premium comprehensive qualitycheck-up done in one location within half-day7. Is priced 40% more than Myhealth but 95% lessthan St. Luke’s Medical8. Uses billboards, wellness events and first-handtestimonials from prominent clients9. HealthCheQ is availed in Metro Manila withovernight stay in serene locations out of town10.Niche market is the way to go
  • 2910 Step Marketing Plan forHealthCheQGolda Camille P. GoJune 2013www.goldacamillego.blogpost.com