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VISX Star S4 with Iris Registration Print Ad Marketing Plan
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VISX Star S4 with Iris Registration Print Ad Marketing Plan

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VISX Star S4 with Iris Registration Print Ad Marketing Plan VISX Star S4 with Iris Registration Print Ad Marketing Plan Presentation Transcript

  • 10 STEP Marketing Plan for Lasik Surgery Clinic: VISX Star S4 with IR Jeffray Marc D. Ang January 19, 2011
  •  
  • 5 Steps for Part 1 (PTM and positioning)
    • VISX Star S4 IR Technology PTM are for patients who have blurred vision
    • Who wants to correct errors of refraction, or clear and/or improve vision
    • Can choose other laser-corrective eye procedure , eyeglasses or contact lenses
    • Gap is providing the latest technology approved by USA FDA and preferred by US Refractive Surgeons in laser vision correction
    • The market share is Php500 Billion
  • 5 Steps for Part 2 (Marketing Mix & Strategy)
    • VISX Star S4 IR is the latest technology in laser vision correction
    • Estimated to be P80,000 for both eyes
    • Uses word of mouth, print ads, internet
    • Is only performed in one of the leading eye surgery centers in the Philippines - LSC
    • Uses a niche approach to win
  • Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 1. VISX Star S4 IR Technology PTM are for patients who have blurred vision
    • Demographics
      • at least 18 to 21 years old
      • male or female
      • social class ABC
      • single or married
  • 1. VISX Star 4 IR Technology PTM are for patients who have blurred vision
    • Lifestyle: in-need of clear and sharp vision
      • US ‘Top Gun’ Pilots
      • US NASA Astronauts
      • Professionals (Doctors, etc.)
      • Students (high school, college, medical, law, grad)
  • 1. VISX Star 4 IR Technology PTM are for patients who have blurred vision
    • Behavior
      • one-time surgical procedure per eye
      • long lasting
  • 2. Patients with blurred vision needs to see and wants to perform well with improved vision correction.
    • Patients with blurred vision or poor eye sight…
    • NEEDS: To see (physiologic)
    • WANTS: To perform and finish tasks at hand, providing work with highest quality and doing their best while at it
    • EXPECTS: To have a corrected, clear and/or improved vision , without the need to undergo other corrective eye surgery, use eye glasses or contact lenses
  • I need to see clearly. I want to perform and finish tasks. I want to do best in everything using my clear sight. I want to do work with highest quality.
  • 3a. VISX Star 4 IR Competitors
    • Direct
      • Other LASIK / Laser Eye Surgeries (no competitors mentioned or data not available)
    • Indirect
      • Eye Glasses
      • Contact Lenses
      • Other Eye Refractive Surgeries
  • 3a. VISX Star 4 IR Competitors
    • Variables
      • Age
      • Price
      • Quality of restored or improved sight
      • Efficacy
      • Permanence
      • Complications
      • Personalized care
  • 3b. Competitive Position Map Positioning VS. Quality Matrix VISX Star 4 IR Other LASIK Procedure Other Refractive Surgeries Contact Lenses Eye Glasses Quality of Sight Permanent improvement Sharpness of sight Personalized care
  • 4. VISX Star S4 with IR positions strongly in a niche market opportunity
    • VISX Star S4 with Iris Registration is an excimer laser machine
    • that uses latest technology for laser vision correction
    • The only technology used and approved by US FDA
    • Preferred by US Refractive surgeons for US NASA Astronauts and US ‘Top Gun’ Pilots
    • Currently available in Lasik Surgery Clinic Philippines.
  • 5a. Based on competitor data, estimated market is P880 billion
    • Based from a study done by Abott Medical Optics (AMO), world leader and inventor of laser vision correction…
    • There were 11 million LASIK procedures performed worldwide in the year 2005/2006.
    • Estimated price of LASIK procedure is about P60,000 to P80,000 (not in print ad) for both eyes today
  • 5b. Based on AMO study, where VISX technology is 72%, total market size is P640 billion
    • AMO World Data: Laser corrective surgery sales is P880 billion
    • VISX LASIK Technology claims market share of 72% (8 out of 11 million)
    • Then total market size is P640 billion.
  • 5c. Based on customer data, estimated market size is P720 billion
    • Laser Vision Correction (no data available or indicated in print ad)
    • Estimated to be about 9 million* Filipinos x 2 eyes, costing about P80,000 operation for both eyes
    • 9 million x 80,000 = 720 billion
    *Estimate based on demographics (Class ABC is about 15% of the population) considering that all of them will have refractive errors or blurred vision some time in their life and seek consult for laser vision correction.
  • 5. Concluded that VISX Technology market is 500 billion
    • Competitor data= P880 B
    • Company data = P 640 B
    • Usage data = P 720 B
  • The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 6a. VISX Star S4 with Iris Registration VISX Star S4 Machine
  • 6a. VISX Star S4 against competitors VS VISX Star S4 Technology Monovision Laser Eye glasses Contact lenses
  • 6b. VISX Technology is the No.1 platform used worldwide.
    • The VISX Star S4 with Iris Registration excimer laser is made by Abott Medical Optics (AMO), the world leader and original inventor of laser vision correction, is the No. 1 platform used worldwide .
    • It uses the latest technology in achieving the optimum vision correction with the use of laser.
  • 7. Price estimate is P80,000.
    • Estimated LASIK surgery costs around P60,000 to P80,000 for both eyes.
    • Price varies due to factors like
      • Institution
      • Equipment
      • Logistics
    • VISX Star S4 IR belongs to the upper bracket of the market price.
    NOTE: No data is available from the print ad regarding price. These are cost estimates based from actual rates.
  • 8a. Promotions aim to provide new perspective in personalized health care.
    • Goal is to provide a new perspective in providing health service – laser eye surgery – to its PTM.
    • It differs from competitors because it banks on patient-partner approach with personalized health care service .
  • 8a. Promotion through personlized media. Referrals from Doctors Word of Mouth
  • 8a. Promotion through print and still media. Print Ads Magazines Newspaper Billboards
  • 8a. Promotion through live or broadcasting media. Radio Jingles Television Commercials
  • 8a. Promotion through internet and social marketing. Twitter You Tube Facebook Blog
  • 8b. Competitor promotions through bandwagon appeal. Television Ads Billboards Print Ads
  • 9. VISX Technology is exclusive for LSC. Data not available from print ad. This was based from research.
    • VISX Star S4 Technology is exclusively used by the Lasik Surgery Clinic Philippines located at
      • Pampanga
      • Alabang
      • Manila
  • 9. VISX Technology is exclusive for LSC. Data not available from print ad. This was based from research.
  • 10. VISX Star S4 Technology is a niche leader.
    • VISX Star S4 Technology’s main strategy is to dominate the market of patients who suffer from blurred vision , who want to undergo laser vision correction .
  • 10. VISX Star S4 Technology is a niche leader.
    • It boasts of its unique and latest technology in providing quality sight as trusted and approved by the US FDA and preferred by US Refractive surgeons for US Astronauts and ‘Top-Gun’ Pilots while care is personalized .
  • SUMMARY
  • 5 Steps for Part 1 (PTM and positioning)
    • VISX Star S4 IR Technology PTM are for patients who have blurred vision
    • Who wants to correct errors of refraction, or clear and/or improve vision
    • Can choose other laser-corrective eye procedure , eyeglasses or contact lenses
    • Gap is providing the latest technology approved by USA FDA and preferred by US Refractive Surgeons in laser vision correction
    • The market share is Php500 Billion
  • 5 Steps for Part 2 (Marketing Mix & Strategy)
    • VISX Star S4 IR is the latest technology in laser vision correction
    • Estimated to be P80,000 for both eyes
    • Uses word of mouth, print ads, internet
    • Is only performed in one of the leading eye surgery centers in the Philippines - LSC
    • Uses a niche approach to win
  • 10 STEP Marketing Plan for Lasik Surgery Clinic: VISX Star S4 with IR Jeffray Marc D. Ang January 19, 2011