10 step marketing plan for phc

773 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
773
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

10 step marketing plan for phc

  1. 1. 10 STEP Marketing Plan for Philippine Heart Center (PHC) – Radiology Department Junnosuke Kato November 30, 2010
  2. 2. Outline 1. Primary Target Market 2. Needs, Wants &Demands of the Primary Target Market 3. Competition &Competitive Position Map 4. Gap, Opportunity & Positioning 5. Market Size
  3. 3. Outline 6. Product 7. Promotion 8. Price 9. Place (Distribution) 10.Generic Winning Strategy
  4. 4. 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
  5. 5. Step 2- Needs, Wants &Demands of the Primary Target Market (Descending) 1. Patient satisfaction 2. Timely & appropriately guided intervention 3. Precise diagnosis 4. Professional &competent radiologists 5. Good quality images
  6. 6. 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)
  7. 7. 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
  8. 8. 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
  9. 9. Step 5- Market Size • Total Market Size (annual) – PhP 6.4 billion • PHC Market Share (annual) – PhP 6.48 million – Roughly 1%
  10. 10. Step 6- Product • Xray • Ultrasound • CT scan • MRI
  11. 11. Step 7- Promotion • Tittle-tattle – Consultant to consultant – Resident to resident – Consultant to resident – Resident to consultant
  12. 12. Step 8- Price • Adjusted to socio-economic class • Lower priced services compared to other institutions
  13. 13. Step 9- Place (Distribution) • PHC – Hospital-based
  14. 14. Step 10- Generic Winning Strategy • Specialize • Update – Training – Investing • Maintain

×