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10 step marketing plan tmc wellness

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Marketing Project: TMC Wellness …

Marketing Project: TMC Wellness
Catacutan, Evangelista, Lee, Legarda, Uy, J.

Published in: Health & Medicine, Business

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  • Transcript

    • 1. 10 Step Marketing PlanThe Medical City: Wellness and Aesthetics Center
      CATACUTAN, Angelo Martin
      EVANGELISTA, Jessica Anne
      LEE, Jeunesse
      LEGARDA, Jose Eduardo
      UY, Justine Alessandra
      January 12, 2011
    • 2. First Flight of StairsPositioning to the Target Market
      PTM is the MODERN WORKFORCE
      To PRIORITIZEhealth promotion and disease prevention
      Wellness and aesthetics centers OUTSIDEsuch as Belo, SLMC, Asian Hospital, etc.
      The gap is on the LACK OF A ONE-STOP SHOP
      The MARKET SIZEis PhP 3.2 billion
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      10 Step Marketing PlanWellness and Aesthetics Center
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    • 3. Second Flight of StairsThe Marketing Mix Strategy
      Offers a variety of health check-up PACKAGES
      At 25-50% premium, QUALITYtrumps quantity
      Uses word of mouth, celebrity endorsement, TV, print & online ADVERTISING
      Found in THE MEDICAL CITY, OrtigasAve. Pasig City
      Uses a NICHEapproach to succeed!
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      10 Step Marketing PlanWellness and Aesthetics Center
    • 4. First Flight of Stairs
      Positioning to the Target Market
    • 5. Health services for the MODERN WORKFORCE
      PTM ages 25-45 years old
      social class ABC
      Lifestyle fast-paced, independent
      Behavior wellness is a priority
      beauty and sexy are “in”
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    • 6. ToPRIORITIZEhealth promotion and disease prevention
      I want to ENJOY LIFE!
      I want to
      BE LOVED!
      I want to
      LIVE LONGER!
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    • 7. Wellness and aesthetics centers OUTSIDEDIRECT COMPETITORS
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    • 8. Wellness and aesthetics centers OUTSIDEINDIRECT COMPETITORS
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    • 9. Wellness and aesthetics centers OUTSIDEVARIABLES
      Hospital name
      Physician’s competency
      Price
      Accessibility
      Time spent on check-up
      Occasion of use
      Technology
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    • 10. COMPETITIVE POSITION MAPS
      Asian Hospital
      TMC
      Asian Hospital
      TMC
      TMC
      Asian Hospital
      SLMC
      SLMC
      SLMC
      Belo
      Belo
      Calayan
      Belo
      Calayan
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      Calayan
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    • 11. TMC Wellness and Aesthetics Center’s EDGE: ALL SERVICES ARE PACKAGED
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    • 12. The gap is due to LACK OF ONE-STOP SHOP
      Create a niche market of HEALTH INTELLECTUALS
      Individualized packages, unique to the needs of the client.
      Attract more FINANCIALLY CAPABLE clients
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    • 13. The MARKET SIZE is PhP 3.2 billionCOMPANY DATA
      2009 Annual Sales = PhP 1.3 B
      TMC Aesthetics Center: 5% = PhP 65 M
      Estimated Aesthetics Surgery Market Share: 2%
      Total Aesthetics Surgery Market = PhP 3.2 B
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    • 14. The MARKET SIZEis PhP2.67 billionCOMPETITOR DATA
      Annual Sales = PhP 800 M
      Estimated Aesthetics Surgery Market Share: 30% = PhP 30 M
      Total Aesthetics Surgery Market = PhP 2.67 B
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    • 15. The MARKET SIZEis PhP300 millionCONSUMER DATA
      Total Population = 95 M
      Age group = 40 M
      Social class ABC = 6 M
      Will avail of services = 300,000
      Once in how many years = 30 years
      Average price per procedure = 30,000
      Market Size = PhP300M(300,000/30)*30,000
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    • 16. Second Flight of Stairs
      The Marketing Mix Strategy
    • 17. Health check-up PACKAGESADOLESCENT (10-19Y)
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    • 18. Health check-up PACKAGESADULT (20-59Y)
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    • 19. Health check-up PACKAGESGERIATRIC (>60Y)
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    • 20. OUT-PATIENT VS. IN-PATIENT
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    • 21. At 25-50% premium, QUALITY trumps quantity
      The prices of minor procedures in TMC are actually competitive.
      However, for major procedures, TMC’s price is at a premium higher than Belo and Calayan but slightly lower than SLMC.
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    • 22. Word of Mouth
      Utilizing the power of the walking-talking advertisement!
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    • 23. Celebrity Endorsement
      Dina Bonnevie
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    • 24. Talk to Docs
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    • 25. Print Advertisement
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    • 26. Online Advertisement
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    • 27. The Medical CityOrtigas Ave. Pasig City
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    • 28. Uses a NICHEapproach to succeed!
      “With the Center´s Wellness & Aesthetics Program, every approach is made personalized, as it responds to the patient’s uniqueness at the level of his own health history. ¨Every diagnosis is personal. One treatment does not fit all patients.”
      Dr. Rolando Balburias
      Medical Director, TMC Wellness and Aesthetics Center.
      Focused
      Patient-centered
      Individual-based
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    • 29. The Grand Staircase
      Summary
    • 30. First Flight of StairsPositioning to the Target Market
      PTM is the MODERN WORKFORCE
      To PRIORITIZEhealth promotion and disease prevention
      Wellness and aesthetics centers OUTSIDEsuch as Belo, SLMC, Asian Hospital, etc.
      The gap is on the LACK OF A ONE-STOP SHOP
      The MARKET SIZEis PhP 3.2 billion
      5
      4
      3
      2
      10 Step Marketing PlanWellness and Aesthetics Center
      1
    • 31. Second Flight of StairsThe Marketing Mix Strategy
      Offers a variety of health check-up PACKAGES
      At 25-50% premium, QUALITYtrumps quantity
      Uses word of mouth, celebrity endorsement, TV, print & online ADVERTISING
      Found in THE MEDICAL CITY, OrtigasAve. Pasig City
      Uses a NICHEapproach to succeed!
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      9
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      10 Step Marketing PlanWellness and Aesthetics Center
    • 32. Renovations for the Staircase
      Recommendations
    • 33. Recommendations
      VISUAL AIDS and EDUCATIONAL MATERIALS such as brochures and posters should be available, not only in hospital premises, also in the SATELLITE CLINICS.
      Partnership with HMOs should be strengthened by negotiating OPTIMUM FINANCIAL COVERAGE of the Wellness and Aesthetics Center’s services.
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    • 34. Recommendations
      There remains an untapped growing market for MEDICAL TOURISM and marketing can be focused on strategies to penetrate it.
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    • 35. 10 Step Marketing PlanThe Medical City: Wellness and Aesthetics Center
      CATACUTAN, Angelo Martin
      EVANGELISTA, Jessica Anne
      LEE, Jeunesse
      LEGARDA, Jose Eduardo
      UY, Justine Alessandra
      January 12, 2011