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10 Step Marketing Plan:   Centuria Medical Makati Chan, Oliver S. January 2011
Centuria Medical Makati (CMM) Newspaper ad Close-up of text
CMM’s Primary Target Market and Postitioning <ul><li>CMM’s PTM are doctors who want patients of social class A, B, C, resi...
Maxicare’s Marketing Mix and Strategy <ul><li>6. Medical clinic ownership. </li></ul><ul><li>7. No data on pricing. </li><...
1. CMM’s PTM are Doctors <ul><li>Doctors who want to be part of the Medical Tourism industry </li></ul><ul><li>Patients wi...
2. PTM’s Needs, Wants and Demands  (Maslow’s Heirarchy of Needs) I want to be associated with high class doctors  Doctors ...
Doctors choose CMM because… <ul><li>Doctors need…  </li></ul><ul><ul><li>A place to start their medical practice </li></ul...
3. Direct and Indirect Competition <ul><li>Direct: </li></ul><ul><li>Indirect: </li></ul><ul><ul><li>Private Apartments in...
4. CMM focuses on healthcare at its finest. Niche Approach <ul><li>CMM focuses on Medical Tourism targeting patients in Ma...
5a. Market Size using Competitor’s Data <ul><li>No available data. </li></ul>
5b. Market Size using Company’s Data <ul><li>Market size of medical tourism is $ 2 billion . </li></ul>
5c. Estimate market size using customer data <ul><li>No available data. </li></ul>
5. Concluded that medical tourism is  $2 Billion = P90 Billion  <ul><li>Competitor data: not available </li></ul><ul><li>C...
6a. Medical Tourism is dominated by these hospitals.
6b. Product Description <ul><li>Centuria Medical Makati  is the newest destination for health and wellness in the Philippi...
7. Price <ul><li>No available data how much clinic ownership costs. </li></ul><ul><li>Recommendation: put a starting price...
8. Promo <ul><li>Newspaper advertisement. </li></ul><ul><li>Recommendation: Advertise at Medical Conventions to directly t...
9. CMM is accessible at Century City, Makati <ul><li>Directly visit the site. </li></ul><ul><li>Call Centuria Medical Maka...
10. CMM uses a Niche Approach to Win. <ul><li>Centuria Medical Makati targets Doctors who want to partake in Medical Touri...
SUMMARY
CMM’s Primary Target Market and Postitioning <ul><li>CMM’s PTM are doctors who want patients of social class A, B, C, resi...
CMM’s Marketing Mix and Strategy <ul><li>6. Medical clinic ownership. </li></ul><ul><li>7. No data on pricing. </li></ul><...
10 Step Marketing Plan:   Centuria Medical Makati Chan, Oliver S. January 2011
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Chan, oliver print ad based 10 step marketing plan (centuria medical makati)

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Transcript of "Chan, oliver print ad based 10 step marketing plan (centuria medical makati)"

  1. 1. 10 Step Marketing Plan: Centuria Medical Makati Chan, Oliver S. January 2011
  2. 2. Centuria Medical Makati (CMM) Newspaper ad Close-up of text
  3. 3. CMM’s Primary Target Market and Postitioning <ul><li>CMM’s PTM are doctors who want patients of social class A, B, C, residing in makati or nearby or foreigners who want the best health care and state-of-the-art facilities. </li></ul><ul><li>Doctors who want to start medical practice in a modern high class location. </li></ul><ul><li>Can choose Makati Medical Center, St. Luke’s Global City, The Medical City, Foreign Hospitals. </li></ul><ul><li>Gap is all other companies focus on local patients. </li></ul><ul><li>Market size is $2 Billion or P90 Billion. </li></ul>
  4. 4. Maxicare’s Marketing Mix and Strategy <ul><li>6. Medical clinic ownership. </li></ul><ul><li>7. No data on pricing. </li></ul><ul><li>8. Advertise in newspaper. </li></ul><ul><li>9. Available in Century City, Makati. </li></ul><ul><li>10. Uses a niche approach (Medical Tourism) to win. </li></ul>
  5. 5. 1. CMM’s PTM are Doctors <ul><li>Doctors who want to be part of the Medical Tourism industry </li></ul><ul><li>Patients with demographics of: </li></ul><ul><ul><li>Social class A, B, C </li></ul></ul><ul><ul><li>Living in Makati or nearby </li></ul></ul><ul><ul><li>M/F </li></ul></ul><ul><li>Behavior: Premium healthcare in the Philippines </li></ul>
  6. 6. 2. PTM’s Needs, Wants and Demands (Maslow’s Heirarchy of Needs) I want to be associated with high class doctors Doctors feel good contributing to the medical tourism of the Philippines
  7. 7. Doctors choose CMM because… <ul><li>Doctors need… </li></ul><ul><ul><li>A place to start their medical practice </li></ul></ul><ul><li>Doctors want a world-class health facility with a promising pool of patients. </li></ul><ul><ul><li>CMM boasts of state-of-the-art medical equipment. </li></ul></ul><ul><ul><li>CMM is a promising location at Makati targeting high class patients local and abroad. </li></ul></ul><ul><li>Doctors expect a niche approach , targeting medical tourism with Centuria Medical Makati </li></ul>
  8. 8. 3. Direct and Indirect Competition <ul><li>Direct: </li></ul><ul><li>Indirect: </li></ul><ul><ul><li>Private Apartments in Makati that can be made a clinic. </li></ul></ul><ul><li>Variables: Price, Location, Brand Reputation </li></ul>
  9. 9. 4. CMM focuses on healthcare at its finest. Niche Approach <ul><li>CMM focuses on Medical Tourism targeting patients in Makati and abroad. </li></ul>
  10. 10. 5a. Market Size using Competitor’s Data <ul><li>No available data. </li></ul>
  11. 11. 5b. Market Size using Company’s Data <ul><li>Market size of medical tourism is $ 2 billion . </li></ul>
  12. 12. 5c. Estimate market size using customer data <ul><li>No available data. </li></ul>
  13. 13. 5. Concluded that medical tourism is $2 Billion = P90 Billion <ul><li>Competitor data: not available </li></ul><ul><li>Company data: $2 Billion = P90 Billion </li></ul><ul><li>Customer data: not available </li></ul>
  14. 14. 6a. Medical Tourism is dominated by these hospitals.
  15. 15. 6b. Product Description <ul><li>Centuria Medical Makati is the newest destination for health and wellness in the Philippines. </li></ul><ul><li>It is located within the residential, office, and retail district of Century City, in the heart of Makati. </li></ul><ul><li>For Doctors: </li></ul><ul><ul><li>Clinic ownership </li></ul></ul><ul><ul><li>Modern medical/diagnostic equipment </li></ul></ul><ul><ul><li>PACS </li></ul></ul><ul><ul><li>Local and international marketing campaign </li></ul></ul>Newspaper ad
  16. 16. 7. Price <ul><li>No available data how much clinic ownership costs. </li></ul><ul><li>Recommendation: put a starting price or “introductory price” for clinic ownership so that doctors have an idea if it’s within their budget. </li></ul>
  17. 17. 8. Promo <ul><li>Newspaper advertisement. </li></ul><ul><li>Recommendation: Advertise at Medical Conventions to directly target doctors. </li></ul>Newspaper ad
  18. 18. 9. CMM is accessible at Century City, Makati <ul><li>Directly visit the site. </li></ul><ul><li>Call Centuria Medical Makati. </li></ul><ul><li>Visit website of CMM. </li></ul>Newspaper ad
  19. 19. 10. CMM uses a Niche Approach to Win. <ul><li>Centuria Medical Makati targets Doctors who want to partake in Medical Tourism. </li></ul>
  20. 20. SUMMARY
  21. 21. CMM’s Primary Target Market and Postitioning <ul><li>CMM’s PTM are doctors who want patients of social class A, B, C, residing in makati or nearby or foreigners who want the best health care and state-of-the-art facilities. </li></ul><ul><li>Doctors who want to start medical practice in a modern high class location. </li></ul><ul><li>Can choose Makati Medical Center, St. Luke’s Global City, The Medical City, Foreign Hospitals. </li></ul><ul><li>Gap is all other companies focus on local patients. </li></ul><ul><li>Market size is $2 Billion or P90 Billion. </li></ul>
  22. 22. CMM’s Marketing Mix and Strategy <ul><li>6. Medical clinic ownership. </li></ul><ul><li>7. No data on pricing. </li></ul><ul><li>8. Advertise in newspaper. </li></ul><ul><li>9. Available in Century City, Makati. </li></ul><ul><li>10. Uses a niche approach (Medical Tourism) to win. </li></ul>
  23. 23. 10 Step Marketing Plan: Centuria Medical Makati Chan, Oliver S. January 2011
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