1
10 Step Marketing Plan for
The Medical City –
Emergency Department
Timothy Joseph Abad
Ateneo School of Medicine & Publi...
5 Steps for Part 1
(PTM and positioning)
 People who suffer accidents and needs
immediate medical care
 Who wants their ...
Primary Target Market
 Any company that wants health care
coverage for their employees
 Employees who wants to work in c...
Influencing Buyer Behaviour
Employee: I need a company that can
give me health insurance
Company: I need a healthy workfor...
Step 3: Competition
and Competitive
Position Map
 Direct Competitors: St. Luke’s Medical
Center, Makati Medical Center, A...
Competitive Position
Map
Location Brand Price Ties with
Companies/
HMOs?
1) The
Medical City
ER
Convenient for
Pasig Resid...
Step 4: Partnering with
Companies
 Companies and their employees want the same
thing:
 a healthy workforce
 Less disrup...
Step 5: Market Size
 Customer: Big Companies willing to
offer a health care package to their
employees
 Company: Medical...
THE MARKETING MIX
STRATEGY
Step 6: Product
The Medical City Special Services:
“The Emergency Department is a 24-hour
service department principally d...
Product Competitors
Makati Medical Center Emergency Medicine:
At the frontline of medical care
Makati Medical Center´s Eme...
Product Competitors
Asian Hospital Emergency Medicine:
Providing high-quality emergency care  
Asian Hospital and Medical ...
Product Competitors
St. Luke’s Medical Center:
The St. Luke’s Emergency Department is composed of a group of
adult emergen...
Competition
 Not all of the competition, including the
TMC, has not yet focused on partnering
with companies
 HMOs are i...
Step 7: Promo
Step 7: Promo
 Target the big companies, the small
ones will follow
 Have meetings with the company and
present offer
 ...
Step 8: Price
Location Brand Price
1) The
Medical
City ER
Convenient for
Pasig
Residents
Trusted 980 pesos
2) St.
Luke’s
M...
Step 9: Place
Step 10 Winning
Strategy
 Target the companies
 Companies will target the employees
 Stress importance of working toget...
20
10 Step Marketing Plan for
The Medical City –
Emergency Department
Timothy Joseph Abad
Ateneo School of Medicine & Publ...
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Abad 10stepmarketingplan

  1. 1. 1 10 Step Marketing Plan for The Medical City – Emergency Department Timothy Joseph Abad Ateneo School of Medicine & Public Health November 2010
  2. 2. 5 Steps for Part 1 (PTM and positioning)  People who suffer accidents and needs immediate medical care  Who wants their symptoms to be addressed quickly and with accuracy  Can choose any hospital with an emergency room  Gap is that ERs in other hospitals focuses on individual patients and not bulk patients  Target market is any company near the Pasig Area
  3. 3. Primary Target Market  Any company that wants health care coverage for their employees  Employees who wants to work in companies with a good health coverage  Companies and employees who want to have medical treatment round the clock  Behaviour:  Companies: Want a healthy work force  Employess: Want to work as quickly as they can
  4. 4. Influencing Buyer Behaviour Employee: I need a company that can give me health insurance Company: I need a healthy workforce Employee: I need to be healthy to work better and earn more Company: I need employees that are healthy so I can have more profit Employee: I need to know that the company appreciates my contributions and that they will take care of me
  5. 5. Step 3: Competition and Competitive Position Map  Direct Competitors: St. Luke’s Medical Center, Makati Medical Center, Asian Hospital  Indirect Competitors: Small hospitals and clinics, Company-based clinics
  6. 6. Competitive Position Map Location Brand Price Ties with Companies/ HMOs? 1) The Medical City ER Convenient for Pasig Residents Trusted 980 pesos Yes 2) St. Luke’s Medical Center Convenient for Quezon City and Makati Residents Trusted 1000 pesos None 3) Makati Medical Center Convenient for Makati Residents Trusted 1030 pesos None 4) Asian Hospital Convenient for Muntinlupa/ Alabang Residents Trusted 1200 pesos None
  7. 7. Step 4: Partnering with Companies  Companies and their employees want the same thing:  a healthy workforce  Less disruption from work  By partnering with companies, we serve both the company and the employees working in it.  Companies want a healthy work force. This would also serve in attracting employees  Employees want a good health coverage  Eliminating the middle men (HMOs)
  8. 8. Step 5: Market Size  Customer: Big Companies willing to offer a health care package to their employees  Company: Medical City – Emergency Room Department  Competition: Other Hospitals, HMOs
  9. 9. THE MARKETING MIX STRATEGY
  10. 10. Step 6: Product The Medical City Special Services: “The Emergency Department is a 24-hour service department principally dedicated to immediate and competent first contact care of patients whose conditions require prompt attention. “
  11. 11. Product Competitors Makati Medical Center Emergency Medicine: At the frontline of medical care Makati Medical Center´s Emergency Department is always ready to provide treatment for patients with acute illnesses and injuries that require immediate medical attention. With state of the art diagnostic equipment and a full arsenal of the latest treatment modalities our highly trained emergency medicine specialists are fully capable of helping patients with all kinds of medical needs.
  12. 12. Product Competitors Asian Hospital Emergency Medicine: Providing high-quality emergency care   Asian Hospital and Medical Center’s Department of Emergency Medicine provides high-quality care to patients whose life is seriously threatened by disease or trauma.   Patients receive prompt and personalized attention from our team of highly trained emergency medicine specialists and experienced, compassionate nurses and caregivers.
  13. 13. Product Competitors St. Luke’s Medical Center: The St. Luke’s Emergency Department is composed of a group of adult emergency physicians trained in Emergency Medicine and pediatric specialists with a background in Pediatric Emergency. The Emergency Room sees about 30,000 – 40,000 adults and 12,500 - 15,000 children annually. The Emergency Department can handle medical, surgical and toxicologic emergencies in adults and children 24 hours a day. It is well staffed and equipped with personnel trained in the latest guidelines for adult and pediatric resuscitation. The latest in diagnostic modalities and therapeutics can be made available to patients on a timely basis.
  14. 14. Competition  Not all of the competition, including the TMC, has not yet focused on partnering with companies  HMOs are indirect competitors at this point since they are already attaching themselves to other companies
  15. 15. Step 7: Promo
  16. 16. Step 7: Promo  Target the big companies, the small ones will follow  Have meetings with the company and present offer  If an agreement is in place, let companies handle the promos
  17. 17. Step 8: Price Location Brand Price 1) The Medical City ER Convenient for Pasig Residents Trusted 980 pesos 2) St. Luke’s Medical Center Convenient for Quezon City and Makati Residents Trusted 1000 pesos 3) Makati Medical Center Convenient for Makati Residents Trusted 1030 pesos 4) Asian Hospital Convenient for Muntinlupa/ Alabang Residents Trusted 1200 pesos
  18. 18. Step 9: Place
  19. 19. Step 10 Winning Strategy  Target the companies  Companies will target the employees  Stress importance of working together  Stress mutual benefits for both parties
  20. 20. 20 10 Step Marketing Plan for The Medical City – Emergency Department Timothy Joseph Abad Ateneo School of Medicine & Public Health November 2010
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