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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) <ul><li>SIH PTM are population in panay and guimaras </li></ul><ul><li>Who need m...
5 Steps for Part 1 (PTM and positioning) <ul><li>4. While others function as general and specialty hosp that cater to the ...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>SIH is general  and specialty hospital </li></ul><ul><li>price bench...
Positioning to the  Primary Target Market Part 1: Steps 1 to 5 [email_address]
1.My primary target market (PTM) is.. <ul><li>Demographics (all ages, both sexes, a b c in Panay and Guimaras) </li></ul><...
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 <ul><li>Patients need </li></ul><ul><li>To  get well ,  Safety need </li></ul><ul><li>Patients choose SIH ...
3a. SIH has many formidable competitors <ul><li>Direct: , IDH, IMH, St Pauls  </li></ul><ul><li>Indirect: Seamans hosp, Me...
SIH is #3 in niche: low priced services with 70-79% occupancy ST PAULS IDH IMH SIH Price  vs. Occupancy rate [email_addres...
SIH unique positioning is shown in this competitive map Many competitors in prevent tooth decay and saves money positionin...
4. Identify the gap between customers and competition <ul><li>SIH is the only hosp  in Iloilo accredited by tricare and ot...
5a. Estimate the market size using competitor data <ul><li>Number of Admissions in 2008 </li></ul><ul><li>IMH=  12,854 </l...
5b. Based  on SIH data, where market  share is 7%,  total market size is 1.1 billion <ul><li>SIH gross revenues is 82 Mill...
5c. Estimate the market size using customer data <ul><li>47,000 persons admitted in major hospitals for 2008 </li></ul><ul...
5. Concluded that Hospital market is 1 billion <ul><li>Competitor data= P930 M </li></ul><ul><li>Company data = P 1.1 B </...
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 produ...
6b. Product Description <ul><li>SIH is an 80 bed capacity tertiary hospital located along the riverbanks in Molo, Iloilo <...
7. Price-  Hospital Charges in the middle <ul><li>Pricing for laboratory fees reasonably in between two other tertiary hos...
8a. Promo <ul><li>Samples </li></ul>[email_address]
8a. Promo [email_address]
8b. Competitor promo <ul><li>http:// </li></ul>[email_address]
8b. Competitor promo [email_address]
9. SIH is conveniently located in Molo ,Iloilo City [email_address]
10. SIH is a niche leader <ul><li>Niche  market for US military , tricare and other US HMOs </li></ul><ul><li>Differentiat...
SUMMARY [email_address]
5 Steps for Part 1 (PTM and positioning) <ul><li>SIH PTM are population in panay and guimaras </li></ul><ul><li>Who need m...
5 Steps for Part 1 (PTM and positioning) <ul><li>4. While others function as general and specialty hosp that cater to the ...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>SIH is general  and specialty hospital </li></ul><ul><li>price bench...
10 STEP  Marketing Plan for  (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
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Transcript of "V49 gerardjoelabonado10stepmarketingplan"

  1. 1. 10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
  2. 2. 10 STEP Marketing Plan for Saviour International Hospital GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
  3. 3. 5 Steps for Part 1 (PTM and positioning) <ul><li>SIH PTM are population in panay and guimaras </li></ul><ul><li>Who need medical and surgical services </li></ul><ul><li>Can choose IDH, IMH, St Pauls </li></ul>[email_address]
  4. 4. 5 Steps for Part 1 (PTM and positioning) <ul><li>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 </li></ul><ul><li>5 . Total Market size is P1 Billion </li></ul>[email_address]
  5. 5. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>SIH is general and specialty hospital </li></ul><ul><li>price benchmarked at the lower to middle of other pricing </li></ul><ul><li>Uses local dailies billboards flyers and events </li></ul><ul><li>conveniently located in Molo, Iloilo city </li></ul><ul><li>Uses differentiation to win </li></ul>[email_address]
  6. 6. Positioning to the Primary Target Market Part 1: Steps 1 to 5 [email_address]
  7. 7. 1.My primary target market (PTM) is.. <ul><li>Demographics (all ages, both sexes, a b c in Panay and Guimaras) </li></ul><ul><li>Lifestyle (all walks of life) </li></ul><ul><li>Behavior (high risk for medical and surgical illnesses </li></ul>[email_address]
  8. 8. I need to be cured of illness I want to be in a State of the art facility [email_address]
  9. 9. 2. My PTM’s NWE <ul><li>Patients need </li></ul><ul><li>To get well , Safety need </li></ul><ul><li>Patients choose SIH over other hospitals because of …. </li></ul><ul><li>state of the art facilities, competent medical staff, compassionate staff, now operated and managed by </li></ul><ul><li>The Medical City , a respected brand </li></ul><ul><li>Patients expect high quality standard of care from </li></ul><ul><li>SIH </li></ul>[email_address]
  10. 10. 3a. SIH has many formidable competitors <ul><li>Direct: , IDH, IMH, St Pauls </li></ul><ul><li>Indirect: Seamans hosp, Medicus Condo clinics, Healthlink Labs, Alternative Medicine clinics, Faith healers </li></ul><ul><li>Variables: Price, location, old market players, new market player, services available , bed capacity, occupancy rate </li></ul>[email_address]
  11. 11. 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
  12. 12. 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
  13. 13. 4. Identify the gap between customers and competition <ul><li>SIH is the only hosp in Iloilo accredited by tricare and other US HMOs </li></ul><ul><li>Only Hosp in WV conducting Open Heart </li></ul><ul><li>Surgeries </li></ul><ul><li>Now Managed and Operated by The Medical City </li></ul>[email_address]
  14. 14. 5a. Estimate the market size using competitor data <ul><li>Number of Admissions in 2008 </li></ul><ul><li>IMH= 12,854 </li></ul><ul><li>IDH= 18,694 </li></ul><ul><li>St Pauls= 11,917 </li></ul><ul><li>SIH= 3232 </li></ul><ul><li>Total= 46,697 </li></ul><ul><li>Using an average of P20,000 spending per patient P930 Million </li></ul>[email_address]
  15. 15. 5b. Based on SIH data, where market share is 7%, total market size is 1.1 billion <ul><li>SIH gross revenues is 82 Million for 2008 </li></ul><ul><li>SIH claims market share of 7 % </li></ul><ul><li>Then total market size is P82 million/0.07 = P 1.1 billion </li></ul>[email_address]
  16. 16. 5c. Estimate the market size using customer data <ul><li>47,000 persons admitted in major hospitals for 2008 </li></ul><ul><li>Using average of P20,000 spending per patient per admission P930 Million </li></ul>[email_address]
  17. 17. 5. Concluded that Hospital market is 1 billion <ul><li>Competitor data= P930 M </li></ul><ul><li>Company data = P 1.1 B </li></ul><ul><li>Usage data = P 930 M </li></ul>[email_address]
  18. 18. The Marketing Mix Strategy Part 2: Steps 6 to 10 [email_address]
  19. 19. 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]
  20. 20. 6b. Product Description <ul><li>SIH is an 80 bed capacity tertiary hospital located along the riverbanks in Molo, Iloilo </li></ul><ul><li>8 story bi leveled building </li></ul><ul><li>Only hospital with ramp access on all floors </li></ul><ul><li>Specialty hospital with open heart surgery program </li></ul><ul><li>Tricare accredited and other US HMOs </li></ul>[email_address]
  21. 21. 7. Price- Hospital Charges in the middle <ul><li>Pricing for laboratory fees reasonably in between two other tertiary hospitals by benchmarking </li></ul><ul><li>Room accommodation fee lower than other competitors with same amenities </li></ul>[email_address]
  22. 22. 8a. Promo <ul><li>Samples </li></ul>[email_address]
  23. 23. 8a. Promo [email_address]
  24. 24. 8b. Competitor promo <ul><li>http:// </li></ul>[email_address]
  25. 25. 8b. Competitor promo [email_address]
  26. 26. 9. SIH is conveniently located in Molo ,Iloilo City [email_address]
  27. 27. 10. SIH is a niche leader <ul><li>Niche market for US military , tricare and other US HMOs </li></ul><ul><li>Differentiates by being the only hosp with Open Heart Surgery Program </li></ul>[email_address]
  28. 28. SUMMARY [email_address]
  29. 29. 5 Steps for Part 1 (PTM and positioning) <ul><li>SIH PTM are population in panay and guimaras </li></ul><ul><li>Who need medical and surgical services </li></ul><ul><li>Can choose IDH, IMH, St Pauls </li></ul>[email_address]
  30. 30. 5 Steps for Part 1 (PTM and positioning) <ul><li>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 </li></ul><ul><li>5 . Total market size P1 Billion </li></ul>[email_address]
  31. 31. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>SIH is general and specialty hospital </li></ul><ul><li>price benchmarked at the middle of other pricing </li></ul><ul><li>Uses local dailies billboards flyers and events </li></ul><ul><li>conveniently located in Molo, Iloilo city </li></ul><ul><li>Uses differentiation to win </li></ul>[email_address]
  32. 32. 10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
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