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10 step marketing plan for phc

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    10 step marketing plan for phc 10 step marketing plan for phc Presentation Transcript

    • 10 STEP Marketing Plan for Philippine Heart Center (PHC) – Radiology Department
      Junnosuke Kato
      November 30, 2010
    • Outline
      Primary Target Market
      Needs, Wants &Demands of the Primary Target Market
      Competition &Competitive Position Map
      Gap, Opportunity & Positioning
      Market Size
    • Outline
      Product
      Promotion
      Price
      Place (Distribution)
      Generic Winning Strategy
    • Step 1- Primary Target Market
      Doctors
      Cardiologists
      In PHC
      In other hospitals
      Other physicians
      In PHC
      In other hospitals
      Patients
      w/ cardiovascular disease (CVD)
      At risk of developing CVD
    • Step 2- Needs, Wants &Demands of the Primary Target Market (Descending)
      Patient satisfaction
      Timely & appropriately guided intervention
      Precise diagnosis
      Professional &competent radiologists
      Good quality images
    • Step 3- Competition &Competitive Position Map
      Competition (radiology dept of)
      National Kidney & Transplant Institute (NKTI)
      St. Luke’s Medical Center (SLMC)
      The Medical City (TMC)
      Makati Medical Center (MMC)
      Asian Hospital and Medical Center (AHMC)
    • Step 3- Competition &Competitive Position Map
      Competitive Position Map
      PHC
      Low price
      Specialized imaging for the cardiovascular system
      NKTI
      Low price
      Generalized imaging for any organ system
      SLMC/TMC/MMC/AHMC
      High price
      Generalized imaging for any organ system
    • Step 4- Gap, Opportunity & Positioning
      The Gap
      Deemed as substandard in terms of imaging capabilities by physicians from other hospitals or clinics
      Low number of referrals
      The Opportunity
      High prevalence of CVD in the Philippines
      High demand for cardiac imaging modalities
      Positioning
      Specialization into the best cardiac imaging center in the Philippines
    • Step 5- Market Size
      Total Market Size (annual)
      PhP 6.4 billion
      PHC Market Share(annual)
      PhP 6.48 million
      Roughly 1%
    • Step 6- Product
      Xray
      Ultrasound
      CT scan
      MRI
    • Step 7- Promotion
      Tittle-tattle
      Consultant to consultant
      Resident to resident
      Consultant to resident
      Resident to consultant
    • Step 8- Price
      Adjusted to socio-economic class
      Lower priced services compared to other institutions
    • Step 9- Place (Distribution)
      PHC
      Hospital-based
    • Step 10- Generic Winning Strategy
      Specialize
      Update
      Training
      Investing
      Maintain