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10 STEP  Marketing Plan: The Medical City Emergency Department Abad Imperial Uy, R. Valencia
5 Steps for Part 1  (PTM and Positioning) Mostly, but not limited to patients from affluent families who are in need of im...
5 Steps for Part 2 (Marketing Mix & Strategy) JCIA-accredited emergency room Competitive price compared to other terti...
Positioning  to the  Primary Target Market Part 1: Steps 1 to 5
1.Close-up  primary target market (PTM) are class ABC patients Demographics: any age, sex, high social class (ABC) Lifesty...
I need to get better I deserve to have a quality Emergency treatment Confidentiality I am a patient-partner I need to be t...
2. My PTM’s NWE Emergency patients need… A place where they do not feel that they are in a hospital These patients choose ...
3a. TMC-ER has competitors with the same niche market and relative proximity Direct:  St. Luke’s Medical Center ,  Cardina...
TMC-ER is highly competitive in the high-price, high-quality health services St. Lukes Price vs. Service TMC-ER Cardinal  ...
TMC-ER’s unique positioning is shown in this competitive map Positioning vs. Brand Matrix
4. TMC-ER positions strongly in a niche market opportunity TMC-ER is the only ER in the vicinity of class ABC families in ...
5a. Market Size CUSTOMER Pasig City population: 557,297 (2007) 4 th  biggest city in NCR Grabs generally ~80% of immediate...
5a. Market Size
5a. Market Size Company: Medical City – Emergency Room Department Competition: St. Lukes, Makati Med, Cardinal Santos
The Marketing Mix Strategy Part 2: Steps 6 to 10
Product category The Emergency Department is a 24-hour service department principally dedicated to immediate and competent...
Product category Provides immediate medical assessment and initiates treatment.  1. Consultation and initiation of diagnos...
Product category Provides immediate medical assessment and initiates treatment.  6. Transition room for temporarily accomm...
Product Competitors Makati Medical Center Emergency Medicine: At the frontline of medical care Makati Medical Center´s Eme...
Product Competitors St. Luke’s Medical Center: The St. Luke’s Emergency Department is composed of a group of adult emergen...
Product Competitors
7. Price TMC pricing is almost the same as St. Luke’s Medical  Center but it is 12% higher compared to Cardinal Santos Med...
8a. Promo
Competitor promo
Advertising Campaigns: Newspapers, Magazines, TV
9. Place Pasig – Quezon City area Auxiliary units around the metropolitan and provinces surrounding the business and comme...
Generic winning strategy Supply and Distribution Leverage Differentiation Niche Patient-Partnership
TMC-ER is a niche leader To provide excellent emergency medical services in the context of a luxurious, and hotel-like phy...
Step 10 –  TMC Winning Strategy OUR SERVICE PHILOSOPHY TMC has defined for itself the value proposition: “ Where Patients ...
Step 10 –  TMC Winning Strategy Patient partnership means acknowledging the patient's fundamental accountability for ...
SUMMARY
5 Steps for Part 1  (PTM and Positioning) Mostly, but not limited to patients from affluent families who are in need of im...
5 Steps for Part 2 (Marketing Mix & Strategy) JCIA-accredited emergency room Competitive price compared to other terti...
10 STEP  Marketing Plan: The Medical City Emergency Department Raymonde C. Uy November, 2010
10 step-service-product-marketing-plan-abad,imperial,uy r,valencia
10 step-service-product-marketing-plan-abad,imperial,uy r,valencia
10 step-service-product-marketing-plan-abad,imperial,uy r,valencia
10 step-service-product-marketing-plan-abad,imperial,uy r,valencia
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Transcript of "10 step-service-product-marketing-plan-abad,imperial,uy r,valencia"

  1. 1. 10 STEP Marketing Plan: The Medical City Emergency Department Abad Imperial Uy, R. Valencia
  2. 2. 5 Steps for Part 1 (PTM and Positioning) Mostly, but not limited to patients from affluent families who are in need of immediate medical care Who wants to get the best & fastest medical diagnostics, treatment and relief Can choose St. Lukes, Cardinal Santos, Makati Med Gap is that competitors focus only on competency of the medical team and state of the art equipment Population of Pasig City as of 2007 is 557,297 with wide spectrum of diseases causing morbidity and mortality
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) JCIA-accredited emergency room Competitive price compared to other tertiary hospitals providing high-quality healthcare Information-education videos, posers, newsletters in waiting areas Caters patients from (not limited to) Pasig, San Juan, Taguig and QC Upholds “ Patient Partnership”
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.Close-up primary target market (PTM) are class ABC patients Demographics: any age, sex, high social class (ABC) Lifestyle: No required specific lifestyle as long as there is need for immediate medical attention Behavior: nitpicky, expects fast and quality interactions. Informed patients
  6. 6. I need to get better I deserve to have a quality Emergency treatment Confidentiality I am a patient-partner I need to be treated with respect
  7. 7. 2. My PTM’s NWE Emergency patients need… A place where they do not feel that they are in a hospital These patients choose TMC-ER because of its international accreditation, proximity, social class catering. Patients expect fast, accurate, and reliable medical diagnostics and management, which goes hand-in-hand with partnerships with the health care team members
  8. 8. 3a. TMC-ER has competitors with the same niche market and relative proximity Direct: St. Luke’s Medical Center , Cardinal Santos, Makati Medical Center Indirect: Self-medication , OPD private clinics and diagnostic centers Variables: Social stratum, affordability, diagnostic packages, swift results, hospitality,
  9. 9. TMC-ER is highly competitive in the high-price, high-quality health services St. Lukes Price vs. Service TMC-ER Cardinal Santos Makati Med Public Hospitals Price vs Location Low-quality service Mid-quality service High-quality service High Price Low Price
  10. 10. TMC-ER’s unique positioning is shown in this competitive map Positioning vs. Brand Matrix
  11. 11. 4. TMC-ER positions strongly in a niche market opportunity TMC-ER is the only ER in the vicinity of class ABC families in Quezon City – Pasig boundary Focus patients as partners Other convenient services around the vicinity JCIA-accredited No brand has all the positions
  12. 12. 5a. Market Size CUSTOMER Pasig City population: 557,297 (2007) 4 th biggest city in NCR Grabs generally ~80% of immediate proximity in Pasig Slightly limited by geographic scope
  13. 13. 5a. Market Size
  14. 14. 5a. Market Size Company: Medical City – Emergency Room Department Competition: St. Lukes, Makati Med, Cardinal Santos
  15. 15. The Marketing Mix Strategy Part 2: Steps 6 to 10
  16. 16. Product category The Emergency Department is a 24-hour service department principally dedicated to immediate and competent first contact care of patients whose conditions require prompt attention.
  17. 17. Product category Provides immediate medical assessment and initiates treatment. 1. Consultation and initiation of diagnostic work-up 2. Cardio-pulmonary resuscitation 3. Initial management of injuries and poisonings 4. Generating initial orders for patients requiring emergency admission 5. Short-stay holding for observation, treatment, drug administration and monitored stay prior to admission or transfer
  18. 18. Product category Provides immediate medical assessment and initiates treatment. 6. Transition room for temporarily accommodating patients who need to be admitted when there is no room available 7. Isolation room that for potentially infectious patients 8. Bite management 9. ENT/Ophthalmology clinic 10. Ambulance services both for in- and out-patients.
  19. 19. Product Competitors Makati Medical Center Emergency Medicine: At the frontline of medical care Makati Medical Center´s Emergency Department is always ready to provide treatment for patients with acute illnesses and injuries that require immediate medical attention. With state of the art diagnostic equipment and a full arsenal of the latest treatment modalities our highly trained emergency medicine specialists are fully capable of helping patients with all kinds of medical needs.
  20. 20. Product Competitors St. Luke’s Medical Center: The St. Luke’s Emergency Department is composed of a group of adult emergency physicians trained in Emergency Medicine and pediatric specialists with a background in Pediatric Emergency. The Emergency Room sees about 30,000 – 40,000 adults and 12,500 - 15,000 children annually. The Emergency Department can handle medical, surgical and toxicologic emergencies in adults and children 24 hours a day. It is well staffed and equipped with personnel trained in the latest guidelines for adult and pediatric resuscitation. The latest in diagnostic modalities and therapeutics can be made available to patients on a timely basis.
  21. 21. Product Competitors
  22. 22. 7. Price TMC pricing is almost the same as St. Luke’s Medical Center but it is 12% higher compared to Cardinal Santos Medical Center. Hospital Price TMC-ER 980 SLMC 1000 MMC 1030 CSMC 814
  23. 23. 8a. Promo
  24. 24. Competitor promo
  25. 25. Advertising Campaigns: Newspapers, Magazines, TV
  26. 26. 9. Place Pasig – Quezon City area Auxiliary units around the metropolitan and provinces surrounding the business and commercial centers
  27. 27. Generic winning strategy Supply and Distribution Leverage Differentiation Niche Patient-Partnership
  28. 28. TMC-ER is a niche leader To provide excellent emergency medical services in the context of a luxurious, and hotel-like physician and health-worker relations and services TMC has been accredited by the Joint Commission International Accreditation (JCIA) for obtaining and maintaining the highest international standards of quality for healthcare organizations. JCIA is widely-recognized as the most prestigious accrediting body for international healthcare organizations. In its evaluation by JCIA, TMC received perfect scores in standards related to access to care, continuity of care, quality improvement and patient safety, an exceptional achievement by any measure.
  29. 29. Step 10 – TMC Winning Strategy OUR SERVICE PHILOSOPHY TMC has defined for itself the value proposition: “ Where Patients are Partners.” This phrase finds its fullest meaning when the patient is viewed not as a problem to be solved or a charge to be cared for, but as a partner in his own health.
  30. 30. Step 10 – TMC Winning Strategy Patient partnership means acknowledging the patient's fundamental accountability for his own health, then supporting this with systems, tools and venues for education, open communication, and informed choice. This fresh perspective on the patient's role in health care represents a radical departure from the traditional idea of the patient as a passive recipient of medical services.
  31. 31. SUMMARY
  32. 32. 5 Steps for Part 1 (PTM and Positioning) Mostly, but not limited to patients from affluent families who are in need of immediate medical care Who wants to get the best & fastest medical diagnostics, treatment and relief Can choose St. Lukes, Cardinal Santos, Makati Med Gap is that competitors focus only on competency of the medical team and state of the art equipment Population of Pasig City as of 2007 is 557,297 with wide spectrum of diseases causing morbidity and mortality
  33. 33. 5 Steps for Part 2 (Marketing Mix & Strategy) JCIA-accredited emergency room Competitive price compared to other tertiary hospitals providing high-quality healthcare Information-education videos, posers, newsletters in waiting areas Caters patients from (not limited to) Pasig, San Juan, Taguig and QC Upholds “ Patient Partnership”
  34. 34. 10 STEP Marketing Plan: The Medical City Emergency Department Raymonde C. Uy November, 2010
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