V49 gerardjoelabonado10stepmarketingplan
Upcoming SlideShare
Loading in...5
×
 

V49 gerardjoelabonado10stepmarketingplan

on

  • 448 views

 

Statistics

Views

Total Views
448
Views on SlideShare
441
Embed Views
7

Actions

Likes
0
Downloads
0
Comments
0

4 Embeds 7

http://gerardjoelabonado.blogspot.com 4
http://www.gerardjoelabonado.blogspot.com 1
http://gerardjoelabonado.blogspot.it 1
http://gerardjoelabonado.blogspot.be 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    V49 gerardjoelabonado10stepmarketingplan V49 gerardjoelabonado10stepmarketingplan Presentation Transcript

    • 10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
    • 10 STEP Marketing Plan for Saviour International Hospital GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
    • 5 Steps for Part 1 (PTM and positioning)
      • SIH PTM are population in panay and guimaras
      • Who need medical and surgical services
      • Can choose IDH, IMH, St Pauls
      [email_address]
    • 5 Steps for Part 1 (PTM and positioning)
      • 4. While others function as general and specialty hosp that cater to the general population , SIH is the only accredited to cater tricare and other health insurance
      • 5 . Total Market size is P1 Billion
      [email_address]
    • 5 Steps for Part 2 (Marketing Mix & Strategy)
      • SIH is general and specialty hospital
      • price benchmarked at the lower to middle of other pricing
      • Uses local dailies billboards flyers and events
      • conveniently located in Molo, Iloilo city
      • Uses differentiation to win
      [email_address]
    • Positioning to the Primary Target Market Part 1: Steps 1 to 5 [email_address]
    • 1.My primary target market (PTM) is..
      • Demographics (all ages, both sexes, a b c in Panay and Guimaras)
      • Lifestyle (all walks of life)
      • Behavior (high risk for medical and surgical illnesses
      [email_address]
    • I need to be cured of illness I want to be in a State of the art facility [email_address]
    • 2. My PTM’s NWE
      • Patients need
      • To get well , Safety need
      • Patients choose SIH over other hospitals because of ….
      • state of the art facilities, competent medical staff, compassionate staff, now operated and managed by
      • The Medical City , a respected brand
      • Patients expect high quality standard of care from
      • SIH
      [email_address]
    • 3a. SIH has many formidable competitors
      • Direct: , IDH, IMH, St Pauls
      • Indirect: Seamans hosp, Medicus Condo clinics, Healthlink Labs, Alternative Medicine clinics, Faith healers
      • Variables: Price, location, old market players, new market player, services available , bed capacity, occupancy rate
      [email_address]
    • SIH is #3 in niche: low priced services with 70-79% occupancy ST PAULS IDH IMH SIH Price vs. Occupancy rate [email_address] Price/ occupancy rate 50-59 % 60-69 % 70-79% 80-89 % High price Low Price
    • SIH unique positioning is shown in this competitive map Many competitors in prevent tooth decay and saves money positioning. Positioning vs. Brand Matrix [email_address] IDH IMH ST PAULS SIH Tertiary level General /Specialty Cheaper rate of Services Tricare /US HMO’s Open Heart Surgery Program
    • 4. Identify the gap between customers and competition
      • SIH is the only hosp in Iloilo accredited by tricare and other US HMOs
      • Only Hosp in WV conducting Open Heart
      • Surgeries
      • Now Managed and Operated by The Medical City
      [email_address]
    • 5a. Estimate the market size using competitor data
      • Number of Admissions in 2008
      • IMH= 12,854
      • IDH= 18,694
      • St Pauls= 11,917
      • SIH= 3232
      • Total= 46,697
      • Using an average of P20,000 spending per patient P930 Million
      [email_address]
    • 5b. Based on SIH data, where market share is 7%, total market size is 1.1 billion
      • SIH gross revenues is 82 Million for 2008
      • SIH claims market share of 7 %
      • Then total market size is P82 million/0.07 = P 1.1 billion
      [email_address]
    • 5c. Estimate the market size using customer data
      • 47,000 persons admitted in major hospitals for 2008
      • Using average of P20,000 spending per patient per admission P930 Million
      [email_address]
    • 5. Concluded that Hospital market is 1 billion
      • Competitor data= P930 M
      • Company data = P 1.1 B
      • Usage data = P 930 M
      [email_address]
    • The Marketing Mix Strategy Part 2: Steps 6 to 10 [email_address]
    • 6a. Major Hospitals in Iloilo city Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves etc etc [email_address]
    • 6b. Product Description
      • SIH is an 80 bed capacity tertiary hospital located along the riverbanks in Molo, Iloilo
      • 8 story bi leveled building
      • Only hospital with ramp access on all floors
      • Specialty hospital with open heart surgery program
      • Tricare accredited and other US HMOs
      [email_address]
    • 7. Price- Hospital Charges in the middle
      • Pricing for laboratory fees reasonably in between two other tertiary hospitals by benchmarking
      • Room accommodation fee lower than other competitors with same amenities
      [email_address]
    • 8a. Promo
      • Samples
      [email_address]
    • 8a. Promo [email_address]
    • 8b. Competitor promo
      • http://
      [email_address]
    • 8b. Competitor promo [email_address]
    • 9. SIH is conveniently located in Molo ,Iloilo City [email_address]
    • 10. SIH is a niche leader
      • Niche market for US military , tricare and other US HMOs
      • Differentiates by being the only hosp with Open Heart Surgery Program
      [email_address]
    • SUMMARY [email_address]
    • 5 Steps for Part 1 (PTM and positioning)
      • SIH PTM are population in panay and guimaras
      • Who need medical and surgical services
      • Can choose IDH, IMH, St Pauls
      [email_address]
    • 5 Steps for Part 1 (PTM and positioning)
      • 4. While others function as general and specialty hosp that cater to the general population , SIH is the only accredited to cater tricare and other health insurance
      • 5 . Total market size P1 Billion
      [email_address]
    • 5 Steps for Part 2 (Marketing Mix & Strategy)
      • SIH is general and specialty hospital
      • price benchmarked at the middle of other pricing
      • Uses local dailies billboards flyers and events
      • conveniently located in Molo, Iloilo city
      • Uses differentiation to win
      [email_address]
    • 10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]