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10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
10 Step Marketing Plan: OMC Aklesto (VIllanueva)
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10 Step Marketing Plan: OMC Aklesto (VIllanueva)

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  • 1. 10 STEP MARKETING PLAN OMC (ORTHOPEDIC MULTISPECIALTY CENTER) AKLESTO INFUSION THE MEDICAL CITY NOV. 30, 2010 Maria Katherine Villanueva
  • 2. Background <ul><li>Orthopedic Multispecialty Center at TMC </li></ul><ul><li>Several multispecialties </li></ul><ul><li>ADULT – Osteoporosis </li></ul><ul><li>Treatment: Aklesto Infusion (Zoledronic Acid) </li></ul><ul><ul><li>Once a year shot </li></ul></ul><ul><ul><li>Price is comparable to daily oral medications </li></ul></ul>
  • 3. 5 Steps for Part 1 (PTM and Positioning) <ul><li>OMC Aklesto Infusion PTM are affluent postmenopausal women with osteoporosis. </li></ul><ul><li>Who want to have the best and convenient service and treatment that money can buy </li></ul><ul><li>Can choose Capitol Med, The Health Cube and PGH. </li></ul><ul><li>Gap is all other brands focus on giving treatment but not convenience. </li></ul><ul><li>The market size is around 14,000. </li></ul>
  • 4. 5 Steps for Part 2 <ul><li>1. OMC provides Aklesto Infusion for osteoporosis. </li></ul><ul><li>2. OMC has a premium price. </li></ul><ul><li>3. Should use newspaper ads, posters and events in nearby villages, maintain old clientele </li></ul><ul><li>4. Referred by consultants from TMC </li></ul><ul><li>5. OMC’s strategy is differentiation to provide convenience </li></ul>
  • 5. Part 1
  • 6. Step 1. OMC-Adult Osteoporosis PTM are postmenopausal women <ul><li>PTM: Affluent postmenopausal women with osteoporosis </li></ul><ul><li>Demographics: 50 yrs and up, Female, Social Class A/B, usually married). </li></ul><ul><li>Lifestyle : most clients are busy, active, retired/working </li></ul><ul><li>Behavior: Seeks for the best and most convenient treatment and services that money can buy. They are impatient </li></ul>
  • 7. Step 2. PTM’s Needs, Wants and Demands I want to have the best treatment and service available without the hassle I want to have better bones I want to do more even if I am old.
  • 8. Step 2. PTM’s Needs, Wants and Demands <ul><li>Affluent Postmenopausal Women need </li></ul><ul><ul><li>To have the best treatment for osteoporosis </li></ul></ul><ul><ul><li>Services that are apt for their class </li></ul></ul><ul><li>Affluent Postmenopausal Women choose OMC over others </li></ul><ul><ul><li>Convenience , Expertise, brand of TMC, accredited </li></ul></ul><ul><li>Affluent postmenopausal women expect that </li></ul><ul><ul><li>Improved bone condition, maintain their lifestyle, better compliance, Extra Service is worth the extra price </li></ul></ul>
  • 9. 3a. OMC has many competitors <ul><li>Direct: Capitol Medical Center , The Health Cube, PGH </li></ul><ul><li>Indirect: Oral Bisphosphonates , Calcium and Vitamin D, Milk </li></ul><ul><li>Variables: Age, Price, Range of Service, Convenience, Brand </li></ul>
  • 10. 3b. Competitive Position Map OMC Adult Osteoporosis PGH Capitol The Health Cube Price/ Convenience Matrix Low Convenience High Convenience High Price Low Price
  • 11. 4. OMC Differentiates itself from the rest <ul><li>OMC provides Aklesto Infusions </li></ul><ul><li>For better bones </li></ul><ul><li>For postmenopausal women </li></ul><ul><li>Who seek convenience in terms of compliance and accessibility </li></ul><ul><ul><li>Referral by doctor (same building) </li></ul></ul><ul><ul><li>Diagnostics needed can be performed inside TMC </li></ul></ul><ul><ul><li>Ground floor </li></ul></ul><ul><ul><li>Ortigas (near upscale villages and business centers) </li></ul></ul><ul><ul><li>Good ambiance and comfortable furniture </li></ul></ul>
  • 12. 5a. Market size <ul><li>19.8% of urban postmenopausal women have osteoporosis but mostly from low income families (Miura, S. et al, 2007) </li></ul><ul><li>3.6M population of Pasig, Mandaluyong and QC </li></ul><ul><li>57% female </li></ul><ul><li>3.5% upper class </li></ul><ul><li>14, 000 market size for osteoporosis treatment </li></ul>
  • 13. 5b. Market Size <ul><li>Based on Historical Sales (No. of infusions) </li></ul><ul><ul><li>2007: 23 </li></ul></ul><ul><ul><li>2008: 33 </li></ul></ul><ul><ul><li>2009: 46 </li></ul></ul><ul><ul><li>2010 (july): 35 </li></ul></ul>
  • 14. 5b. OMC share is more than 60%. <ul><li>Sales for 2009: P1.32 M </li></ul><ul><li>Claims to have more clients than other institution. </li></ul><ul><ul><li>More than 60% of those who seek Aklesto go to OMC for its infusion. </li></ul></ul>
  • 15. The Marketing Mix Strategy <ul><li>Part 2: Steps 6 to 10 </li></ul>
  • 16. 5 Steps for Part 2 <ul><li>1. OMC provides Aklesto Infusion for osteoporosis. </li></ul><ul><li>2. OMC has a premium price. </li></ul><ul><li>3. Should use newspaper ads, posters and events in nearby villages, maintain old clientele </li></ul><ul><li>4. Referred by consultants </li></ul><ul><li>5. OMC’s strategy is differentiation. </li></ul>
  • 17. 6a. Other infusion centers <ul><li>(Insert) </li></ul><ul><ul><li>Capitol Medical Center </li></ul></ul><ul><ul><li>The Health Cube </li></ul></ul><ul><ul><li>PGH </li></ul></ul>
  • 18. 6b. OMC offers Aklesto Infusion for Osteoporosis. <ul><li>Orthopedic Multispecialty Center is a venue where TMC can showcase the capability of the Orthopedics Department through its subspecialties. </li></ul><ul><li>OMC is the base for visiting specialty consultants </li></ul><ul><li>Serves as the entry point of patients in TMC </li></ul><ul><li>Subspecialties: Arthritis and Joints, Sports, Spines Pediatrics, Adult Hand, Tumors </li></ul><ul><li>Has been functioning for almost 3 years </li></ul>
  • 19. 6b. OMC offers Aklesto Infusion for Osteoporosis. <ul><li>Is currently under reconstruction in terms of the physical space and marketing strategy </li></ul><ul><li>Relaunch OMC next year </li></ul><ul><li>Focus on certain diseases of each subspecialty </li></ul><ul><li>Osteoporosis under OMC-Adult </li></ul><ul><li>Aklesto shots require other diagnostic tests before infusion (ex: Creatinine) </li></ul><ul><li>Lazy Boy, Airconditioned, with TV </li></ul><ul><li>Attended by a nurse </li></ul>
  • 20. 7. OMC has a premium price. <ul><li>Price of Medicine + Nurse’s Fee + IV Set = 30,000 (average price) </li></ul><ul><li>Highest price </li></ul><ul><li>Other institutions: </li></ul><ul><ul><li>Price of Medicine is fixed = P24,000 </li></ul></ul>
  • 21. 8a. Promo <ul><li>Advertising </li></ul><ul><ul><li>Talk to doc </li></ul></ul><ul><ul><li>Poster at TMC entrance </li></ul></ul><ul><ul><li>Handouts regarding Osteoporosis </li></ul></ul><ul><ul><li>Newspaper Ads </li></ul></ul><ul><ul><li>Events/ Posters/Flyers in nearby upper class villages </li></ul></ul>
  • 22. 8a. Promo <ul><li>Sales Promotions </li></ul><ul><ul><li>Free Screening for Osteoporosis (Ultrasound) </li></ul></ul><ul><ul><li>Subsidized screening for DEXA in exchange for Aklesto treatment </li></ul></ul><ul><ul><li>Osteoporosis/ Aklesto Talk </li></ul></ul><ul><ul><li>Discount on Next Aklesto Treatment </li></ul></ul><ul><ul><li>Freebies such as Calcium Supplements with Aklesto Treatment </li></ul></ul>
  • 23. <ul><li>Public Relations </li></ul><ul><ul><li>Potential Clients </li></ul></ul><ul><ul><ul><li>Nearby Villages, Advertise in community classes (like in Tai-Chi, Ballroom) </li></ul></ul></ul><ul><ul><ul><li>Talk to TMC Consultants in OB, Ortho, Endocrinology and Wellness to suggest product as possible treatment for osteoporosis </li></ul></ul></ul><ul><ul><ul><li>Lay forum on Osteoporosis near TMC fountain </li></ul></ul></ul>
  • 24. <ul><li>Public Relations </li></ul><ul><ul><li>Old Clients </li></ul></ul><ul><ul><ul><li>Discounts on next Aklesto shots </li></ul></ul></ul><ul><ul><ul><li>Freebies </li></ul></ul></ul><ul><ul><ul><li>Bday Greetings </li></ul></ul></ul><ul><ul><ul><li>Client Profile </li></ul></ul></ul><ul><ul><ul><li>Reminders for next treatment </li></ul></ul></ul>
  • 25. 8a. Promo <ul><li>Direct Marketing </li></ul><ul><ul><li>Improve ambiance for treatment </li></ul></ul><ul><ul><li>Remind consultants about the infusion treatment at OMC </li></ul></ul>
  • 26. 8b. Competitor Promo <ul><li>The Health Cube </li></ul><ul><ul><li>1 st Infusion Center </li></ul></ul>
  • 27. 9. OMC is referred by TMC consultants. <ul><li>The Medical City, Ground Floor </li></ul><ul><li>Patients go to TMC and have their shots for 45 mins to 1 hour </li></ul><ul><li>Referred by consultants (TMC) </li></ul><ul><li>Cash only </li></ul>
  • 28. 10. OMC’s strategy: Differentiation <ul><li>OMC’s strategy is to differentiate itself by offering the best services, convenience in terms of diagnostic abilities and consultants, and accessibility since most of the clients live nearby. </li></ul><ul><li>It benefits from the referrals from consultants at TMC. </li></ul><ul><li>Has an excellent premium priced infusion center for those who have the cash for a once a year shot. </li></ul>
  • 29. Summary
  • 30. 5 Steps for Part 1 (PTM and Positioning) <ul><li>OMC-osteoporosis PTM are affluent postmenopausal women with osteoporosis. </li></ul><ul><li>Who want to have the best and convenient service and treatment that money can buy </li></ul><ul><li>Can choose Capitol Med, The Health Cube and PGH. </li></ul><ul><li>Gap is all other brands focus on giving treatment </li></ul><ul><li>The market size is around 14,000. </li></ul>
  • 31. 5 Steps for Part 2 <ul><li>1. OMC provides Aklesto Infusion for osteoporosis. </li></ul><ul><li>2. OMC has a premium price. </li></ul><ul><li>3. Should use newspaper ads, posters and events in nearby villages, maintain old clientele </li></ul><ul><li>4. Referred by consultants </li></ul><ul><li>5. OMC’s strategy is differentiation. </li></ul>
  • 32. 10 STEP MARKETING PLAN OMC (ORTHOPEDIC MULTISPECIALTY CENTER) AKLESTO INFUSION THE MEDICAL CITY NOV. 30, 2010 Maria Katherine Villanueva

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