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