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

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 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

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! 10 9 8 7 6 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” 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

6. ToPRIORITIZEhealth promotion and disease prevention I want to ENJOY LIFE! I want to BE LOVED! I want to LIVE LONGER! 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

7. Wellness and aesthetics centers OUTSIDEDIRECT COMPETITORS 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

8. Wellness and aesthetics centers OUTSIDEINDIRECT COMPETITORS 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

9. Wellness and aesthetics centers OUTSIDEVARIABLES Hospital name Physician’s competency Price Accessibility Time spent on check-up Occasion of use Technology 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

10. COMPETITIVE POSITION MAPS Asian Hospital TMC Asian Hospital TMC TMC Asian Hospital SLMC SLMC SLMC Belo Belo Calayan Belo Calayan 5 Calayan 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

11. TMC Wellness and Aesthetics Center’s EDGE: ALL SERVICES ARE PACKAGED 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

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 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

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 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

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 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

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 5 4 3 2 10 Step Marketing PlanWellness and Aesthetics Center 1

16. Second Flight of Stairs The Marketing Mix Strategy

17. Health check-up PACKAGESADOLESCENT (10-19Y) 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

18. Health check-up PACKAGESADULT (20-59Y) 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

19. Health check-up PACKAGESGERIATRIC (>60Y) 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

20. OUT-PATIENT VS. IN-PATIENT 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

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. 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

22. Word of Mouth Utilizing the power of the walking-talking advertisement! 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

23. Celebrity Endorsement Dina Bonnevie 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

24. Talk to Docs 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

25. Print Advertisement 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

26. Online Advertisement 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

27. The Medical CityOrtigas Ave. Pasig City 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

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 10 9 8 7 6 10 Step Marketing PlanWellness and Aesthetics Center

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! 10 9 8 7 6 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. 10 9 5 4 8 3 7 2 6 10 Step Marketing PlanWellness and Aesthetics Center 1

34. Recommendations There remains an untapped growing market for MEDICAL TOURISM and marketing can be focused on strategies to penetrate it. 10 9 5 4 8 3 7 2 6 10 Step Marketing PlanWellness and Aesthetics Center 1

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