10-Step Service-Product Marketing Plan, Uy, Raymonde

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10-Step Service-Product Marketing Plan, Uy, Raymonde

  1. 1. 10 STEP Marketing Plan: The Medical City Emergency Department Raymonde C. Uy November, 2010 1
  2. 2. 5 Steps for Part 1 (PTM and Positioning) 1. Mostly, but not limited to class ABC patients with medical emergencies 2. Who wants to get medical treatment and relief 3. Can choose St. Lukes, Cardinal Santos, Makati Med 4. Gap is prime location, and hotel-like ambience and services
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. JCIA-accredited emergency room 7. Price for 5-star accommodation 8. Information-education videos, posers, newsletters in waiting areas 9. Caters to Quezon City – Pasig area 10. High-class, niche approach
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5 4
  5. 5. 1.Close-up primary target market (PTM) are class ABC patients  Demographics: any age, high social class (ABC)  Lifestyle: not specific, but luxurious  Behavior: minor – major complaints, nitpicky, expects quality interactions
  6. 6. I want to be healthy I want to have a quality Emergency treatment Confidentiality I am a patient-partner I can afford the expensiv Medical bills
  7. 7. 2. My PTM’s NWE High class 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, and hotel ambiance. Patients expect fast, accurate, and reliable medical diagnostics and management, which goes hand- in-hand with hotel-like relations with 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 health services in all social classes Price / Class Matrix A B C D High price Low Price TMC-ER St. Lukes Price vs. Social Class Matrix TMC-ER TMC-ER Cardinal SantosMakati Med Public Hospitals
  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 Hotel-like accommodations Focus patients as partners Other convenient services around the vicinity JCIA-accredited No brand has all the positions
  12. 12. 5a. Market Size Pasig City population (May 2000) 505,058 ; double in 46 years 4th biggest city in NCR Grabs generally ~80% of immediate proximity in Pasig Slightly limited by geographic scope
  13. 13. The Marketing Mix Strategy Part 2: Steps 6 to 10 13
  14. 14. 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.
  15. 15. 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
  16. 16. 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.
  17. 17. Other Major brands / competition St. Luke’s  The foremost and the most admired hospital in the Philippines  Finest medical expertise, the most sophisticated medical technology and facilities, and a deep- rooted culture of compassion. Makati Medical Center  When life is on the line, EXPERIENCE matters  Compared to fine wine  39 years of solid service  History of achievements and milestones.
  18. 18. 7. Price Hospital Price TMC-ER 980 SLMC 1000 MMC 1030
  19. 19. 8a. Promo
  20. 20. Competitor promo
  21. 21. 9. Place  Pasig – Quezon City area  Auxiliary units around the metropolitan and provinces surrounding the business and commercial centers
  22. 22. Generic winning strategy  Low Cost Producer  Supply and Distribution Leverage  Differentiation Niche
  23. 23. 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.
  24. 24. SUMMARY 26
  25. 25. 5 Steps for Part 1 (PTM and Positioning) 1. Mostly, but not limited to class ABC patients with medical emergencies 2. Who wants to get medical treatment and relief 3. Can choose St. Lukes, Cardinal Santos, Makati Med 4. Gap is prime location, and hotel-like ambience and services
  26. 26. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. JCIA-accredited emergency room 7. Price for 5-star accommodation 8. Information-education videos, posers, newsletters in waiting areas 9. Caters to Quezon City – Pasig area 10. High-class, niche approach
  27. 27. 10 STEP Marketing Plan: The Medical City Emergency Department Raymonde C. Uy November, 2010 29

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