1
10 Step Marketing Plan for
KIDNEY AID
Jesus Martin Generoso, Jr.
Ateneo School of Medicine and Public Health
November 30...
5 Steps for part 1:
PTM and Positioning
1. Demographics: Class A and B with
Chronic Kidney Disease
2. What they need: Hemo...
5 Steps for part 1:
PTM and Positioning
4. The gap: all other institutions only
focus on the hemodialysis; no other
patien...
5 Steps for part 2:
Marketing mix and Strategy
1. Product: Hemodialysis center with
added services for patient comfort (an...
5 Steps for part 2:
Marketing mix and Strategy
4. Place: Greenhills area, at some golf
and country clubs
5. Generic Winnin...
6
Positioning to the Primary
Target Market
Part 1: Steps 1 to 5
1. Kidney Aid target
market: CKD patients
 Demographics: no age in particular, M/F
social class A and B
 Lifestyle: majo...
2. Needs, wants, expectations
 Needs:
 to survive (Physiologic)
 Safety and excellence of treatment (Safety)
 To still...
2. Needs, wants, expectations
 Wants: to be more comfortable, more
personalized service
 Expectations: to not be stresse...
I feel fulfilled when I get
to take care of my grandkids
Need to survive
for the future
I need to know that I
am in good h...
3a. The competitors
 Direct: TMC, St. Luke’s Medical Center,
Cardinal Santos Medical Center, dialysis
centers (Hemotek, A...
3b. Competitive position map
Setting
Hospital
Standard
dialysis center
Dialysis-spa
Servic
e
Medical only
Medical and
pers...
3b. Competitive position map
Kidney Aid TMC St. Lukes Cardinal
Santos
Dialysis
centers
Location Greenhills Ortigas Ave. E....
4. The opportunity: NICHE
 All present dialysis centers mainly focus
on medical service only
 KA also provides more pers...
5a. Market Size:
The Medical City
 500 – 1000 patients/month
 P6000 per session, 3 times a week
 P36,000,000-P72,000,00...
5b. KA: where do we stand?
 Population of San Juan City: 125,338
 Population of Pasig City: 617,301
 Population of Quez...
5b. KA: where do we stand?
 Many patients with CKD!
 Assumption/goal: 200-500 patients a
month, with 3 sessions a week
...
18
The marketing mix strategy
Part 2: Steps 6 to 10
6a. KA envisioned
6b. Kidney Aid: the best for
the kidney, the best for the
soul.
 Main service: hemodialysis
 Additional service
 locate...
6b. Kidney Aid: the best for
the kidney, the best for the
soul.
 Main service: hemodialysis
 Additional service
 With p...
6b. Kidney Aid: the best for
the kidney, the best for the
soul.
 Main service: state-of-the-art
hemodialysis
 Additional...
7. Price – 30% premium vs.
stand-alone centers;
comparable to The Medical City
 Hemotek: approximately P5000 per
session
...
7. Price – 30% premium vs.
stand-alone centers;
comparable to The Medical City
 Kidney Aid
 Base service: approximately ...
8a. Promotions
 Website
 Sponsorships with free treatments
 TV
 Print media (especially lifestyle
magazines)
8b. Promotions – the
competition
8b. Promotions – the
competition
8b. Promotions – the
competition
8b. Promotions – the
competition
8b. Promotions – the
competition
9. Place: GREENHILLS
 To provide the option for those going to
Cardinal Santos, The Medical City, St.
Luke’s
 targeted: ...
9. Place: GREENHILLS
 After treatment: shopping!
 Possible expansions
 Golf and country clubs
10. The winning strategy:
NICHE
 The only center offering
additional services focusing on
comfort and lifestyle
 It bene...
Summary
5 Steps for part 1:
PTM and Positioning
1. Demographics: Class A and B with
Chronic Kidney Disease
2. What they need: Hemo...
5 Steps for part 1:
PTM and Positioning
4. The gap: all other institutions only
focus on the hemodialysis; no other
patien...
5 Steps for part 2:
Marketing mix and Strategy
1. Product: Hemodialysis center with
added services for patient comfort (an...
5 Steps for part 2:
Marketing mix and Strategy
4. Place: Greenhills area, at some golf
and country clubs
5. Generic Winnin...
39
10 Step Marketing Plan for
KIDNEY AID
Jesus Martin Generoso, Jr.
Ateneo School of Medicine and Public Health
November 3...
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Generoso kidney aid

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  • estimated 90M population of 2008 c/o UN http://data.un.org/CountryProfile.aspx?crName=PHILIPPINES
    2340000 need dialysis =
  • San juan, pasig, QC: Caridnal Santos, TMC, St. Luke’s caters to these areas
  • San juan, pasig, QC: Caridnal Santos, TMC, St. Luke’s caters to these areas
  • Implicit message: temporary respite from your illness
  • estimated 90M population of 2008 c/o UN http://data.un.org/CountryProfile.aspx?crName=PHILIPPINES
    2340000 need dialysis =
  • Transcript of "Generoso kidney aid"

    1. 1. 1 10 Step Marketing Plan for KIDNEY AID Jesus Martin Generoso, Jr. Ateneo School of Medicine and Public Health November 30, 2010
    2. 2. 5 Steps for part 1: PTM and Positioning 1. Demographics: Class A and B with Chronic Kidney Disease 2. What they need: Hemodialysis treatment 3 times a week not within the hospital setting 3. Competitors: The Medical City, St. Luke’s, Cardinal Santos, dialysis centers (Hemotek, Asia Renal Care)
    3. 3. 5 Steps for part 1: PTM and Positioning 4. The gap: all other institutions only focus on the hemodialysis; no other patient-comfort services 5. Market size: 88,000 needing dialysis for Pasig City, San Juan, Quezon City  For KA: target is 250-500 patients per month
    4. 4. 5 Steps for part 2: Marketing mix and Strategy 1. Product: Hemodialysis center with added services for patient comfort (and pampering) 2. Price: competing with TMC 3. Promo: TV, Print (esp. wellness and lifestyle magazines), website, sponsorships and special packages/discounts (esp. during holidays)
    5. 5. 5 Steps for part 2: Marketing mix and Strategy 4. Place: Greenhills area, at some golf and country clubs 5. Generic Winning Strategy: niche
    6. 6. 6 Positioning to the Primary Target Market Part 1: Steps 1 to 5
    7. 7. 1. Kidney Aid target market: CKD patients  Demographics: no age in particular, M/F social class A and B  Lifestyle: majority are retired (some still working), waiting for a kidney donor, well-to-do  Behavior: 3 times a week (for 4-6 hours); wants more pampering, comfort, serenity, etc.
    8. 8. 2. Needs, wants, expectations  Needs:  to survive (Physiologic)  Safety and excellence of treatment (Safety)  To still be able to be the best parent/grandparent (Self-actualization)
    9. 9. 2. Needs, wants, expectations  Wants: to be more comfortable, more personalized service  Expectations: to not be stressed and reminded of his/her illness
    10. 10. I feel fulfilled when I get to take care of my grandkids Need to survive for the future I need to know that I am in good hands
    11. 11. 3a. The competitors  Direct: TMC, St. Luke’s Medical Center, Cardinal Santos Medical Center, dialysis centers (Hemotek, Asia Renal Center)  Indirect: dialysis centers in malls, home hemodialysis  Variables: setting/place, promos, more personalized service, quality of medical service
    12. 12. 3b. Competitive position map Setting Hospital Standard dialysis center Dialysis-spa Servic e Medical only Medical and personal setting vs. added/personalized service TMC, St. Lukes, Cardinal santos Hemotek ARC KA
    13. 13. 3b. Competitive position map Kidney Aid TMC St. Lukes Cardinal Santos Dialysis centers Location Greenhills Ortigas Ave. E. Rodriguez Greenhills Quezon City Promos Group package reuse reuse Reuse reuse Quality of medical service Superior Superior Superior Superior Superior Added service Personalized Patient- centered none none None
    14. 14. 4. The opportunity: NICHE  All present dialysis centers mainly focus on medical service only  KA also provides more personal service during your stay  Foot massage, manicure/pedicure, personal TV/DVD, serene environment, opportunity for group activity
    15. 15. 5a. Market Size: The Medical City  500 – 1000 patients/month  P6000 per session, 3 times a week  P36,000,000-P72,000,000 per month
    16. 16. 5b. KA: where do we stand?  Population of San Juan City: 125,338  Population of Pasig City: 617,301  Population of Quezon city: 2,679,450  Total: 3,422,089  Prevalence of CKD stage 5 is 2.6% in Philippines (NNHeS 2003-2004)  88, 974 CKD stage 5 patients Population source: National statistical coordination board www.nscb.gov.ph
    17. 17. 5b. KA: where do we stand?  Many patients with CKD!  Assumption/goal: 200-500 patients a month, with 3 sessions a week  P15,600,000 – P39,000,000 a month
    18. 18. 18 The marketing mix strategy Part 2: Steps 6 to 10
    19. 19. 6a. KA envisioned
    20. 20. 6b. Kidney Aid: the best for the kidney, the best for the soul.  Main service: hemodialysis  Additional service  located at an environment NOT reminiscent of a standard hospital setting  On-site medical consultations
    21. 21. 6b. Kidney Aid: the best for the kidney, the best for the soul.  Main service: hemodialysis  Additional service  With pampering while dialysis is on-going  Food massage, pedicure  Gourmet food  Serene environment, relaxing music, aromatherapy
    22. 22. 6b. Kidney Aid: the best for the kidney, the best for the soul.  Main service: state-of-the-art hemodialysis  Additional service  For business-minded people  Business magazines/newspapers  Communal rooms, group packages  Facing other people – board and card games, for having conversations with other patients
    23. 23. 7. Price – 30% premium vs. stand-alone centers; comparable to The Medical City  Hemotek: approximately P5000 per session  The Medical City: P6000 per session
    24. 24. 7. Price – 30% premium vs. stand-alone centers; comparable to The Medical City  Kidney Aid  Base service: approximately P6500  With medical consultation and aromatherapy  Additionals:  1 main entrée and dessert  Spa treatment for feet  Group package: approximately P6250 each  Recreation room
    25. 25. 8a. Promotions  Website  Sponsorships with free treatments  TV  Print media (especially lifestyle magazines)
    26. 26. 8b. Promotions – the competition
    27. 27. 8b. Promotions – the competition
    28. 28. 8b. Promotions – the competition
    29. 29. 8b. Promotions – the competition
    30. 30. 8b. Promotions – the competition
    31. 31. 9. Place: GREENHILLS  To provide the option for those going to Cardinal Santos, The Medical City, St. Luke’s  targeted: San Juan population  Greenhills residents, extending to Valle Verde and New Manila.  Also accessible to Club Filipino and Wak- Wak members
    32. 32. 9. Place: GREENHILLS  After treatment: shopping!  Possible expansions  Golf and country clubs
    33. 33. 10. The winning strategy: NICHE  The only center offering additional services focusing on comfort and lifestyle  It benefits from people wanting state-of-the-art and patient- centered service  Excellent, premium-priced service located within the Metro
    34. 34. Summary
    35. 35. 5 Steps for part 1: PTM and Positioning 1. Demographics: Class A and B with Chronic Kidney Disease 2. What they need: Hemodialysis treatment 3 times a week not within the hospital setting 3. Competitors: The Medical City, St. Luke’s, Cardinal Santos, dialysis centers (Hemotek, Asia Renal Care)
    36. 36. 5 Steps for part 1: PTM and Positioning 4. The gap: all other institutions only focus on the hemodialysis; no other patient-comfort services 5. Market size: 88,000 needing dialysis for Pasig City, San Juan, Quezon City  For KA: target is 250-500 patients per month
    37. 37. 5 Steps for part 2: Marketing mix and Strategy 1. Product: Hemodialysis center with added services for patient comfort (and pampering) 2. Price: competing with TMC 3. Promo: TV, Print (esp. wellness and lifestyle magazines), website, sponsorships and special packages/discounts (esp. during holidays)
    38. 38. 5 Steps for part 2: Marketing mix and Strategy 4. Place: Greenhills area, at some golf and country clubs 5. Generic Winning Strategy: niche
    39. 39. 39 10 Step Marketing Plan for KIDNEY AID Jesus Martin Generoso, Jr. Ateneo School of Medicine and Public Health November 30, 2010

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