For 4 th Year Doctor- MBA Students of ASMPH

3 groups will see, modify, approve and use this! AGSB marketing faculty ASMPH MBA program faculty Students

AGSB marketing faculty

ASMPH MBA program faculty

Students

Approach Use a marketing plan template for a new product or company Apply the template with the ASMPH Marketing syllabus as a product Learn from use of template Reuse template for final course requirement: marketing plan that is relevant to the student

Use a marketing plan template for a new product or company

Apply the template with the ASMPH Marketing syllabus as a product

Learn from use of template

Reuse template for final course requirement: marketing plan that is relevant to the student

For 4 th Year Doctor- MBA Students of ASMPH This is the New Product That is being Recommended For Approval

Potential or Total Market: Direct & Indirect Markets Batch 2010 students Your families Your patients Your clinics, hospitals Future ASMPH batches AGSB, ASMPH faculty Doctors from other schools Their families, patients, clinics, hospitals Filipinos The Philippine medical profession The Philippines as a nation

Batch 2010 students

Your families

Your patients

Your clinics, hospitals

Future ASMPH batches

AGSB, ASMPH faculty

Doctors from other schools

Their families, patients, clinics, hospitals

Filipinos

The Philippine medical profession

The Philippines as a nation

Primary Target Market (PTM): Batch 2010 Student Doctors- Future Servant Leaders 24- 30 years, M/F 67 -70 students, 1 st batch Majority Class AB Young & ambitious Smart Hardworking, overworked Idealistic Receptive to new ideas Not sure what to expect Resources not an issue Thinks big Will read books and do course requirements Will welcome real-world cases

24- 30 years, M/F

67 -70 students,

1 st batch

Majority Class AB

Young & ambitious

Smart

Hardworking, overworked

Idealistic

Receptive to new ideas

Not sure what to expect

Resources not an issue

Thinks big

Will read books and do course requirements

Will welcome real-world cases

Primary Target Market (PTM): Batch 2010 Student Doctors- Future Servant Leaders 24- 30 years, M/F 67 -70 students, 1 st batch Majority Class AB Young & ambitious Smart Hardworking, overworked Idealistic Receptive to new ideas Not sure what to expect Resources not an issue Thinks big Will read books and do course requirements Will welcome real-world cases

24- 30 years, M/F

67 -70 students,

1 st batch

Majority Class AB

Young & ambitious

Smart

Hardworking, overworked

Idealistic

Receptive to new ideas

Not sure what to expect

Resources not an issue

Thinks big

Will read books and do course requirements

Will welcome real-world cases

PTM’s NEEDS & WANTS What’s in It for Me? NEEDS Education Marketing knowledge, skills, tools Self-fulfillment Management orientation WANTS Real world cases Relevant & applicable to the career of a medical professional Conceptual Structure that makes sense Future reference points Complements the 4 th year students’ schedule

NEEDS

Education

Marketing knowledge, skills, tools

Self-fulfillment

Management orientation

WANTS

Real world cases

Relevant & applicable to the career of a medical professional

Conceptual Structure that makes sense

Future reference points

Complements the 4 th year students’ schedule

Vision

Mission

Goals & Objectives

Positioning

Price Tuition Fee Time: In-class: 40 to 48 hours Consultations: 2-4 hours Outside class: 48 to 96 hours

Tuition Fee

Time:

In-class: 40 to 48 hours

Consultations: 2-4 hours

Outside class: 48 to 96 hours

Place Classroom While doing your medical rotations Home Group study

Classroom

While doing your medical rotations

Home

Group study

Promo

Process 4i approach Research caselets by students as basis for marketing action Mini-cases in class Marketing plan

4i approach

Research caselets by students as basis for marketing action

Mini-cases in class

Marketing plan

4i approach CONCEPTS RP MEDICAL APPLICATIONS LOCAL EXAMPLES KOTLER EXAMPLES

4i approach CONCEPTS LOCAL EXAMPLES KOTLER EXAMPLES RP MEDICAL APPLICATIONS

4i approach CONCEPTS LOCAL EXAMPLES KOTLER EXAMPLES RP MEDICAL APPLICATIONS

DEFINING MARKETING for the 21 st CENTURY Adjust or Perish… Chapter 1…

Outline: 21 st century marketing has… 3 challenges to face 3 tasks to do Covers everything & everywhere Many customers & markets 3 ways to reach these 6 concepts to choose from

3 challenges to face

3 tasks to do

Covers everything & everywhere

Many customers & markets

3 ways to reach these

6 concepts to choose from

Business face these 3, or else! 3 Challenges & Opportunities Globalization Technology Deregulation

3 Challenges & Opportunities

Globalization

Technology

Deregulation

Typical marketing does 3 tasks! Creating Promoting Delivering Goods and services To consumers & businesses

Creating

Promoting

Delivering

Goods and services

To consumers & businesses

What can be marketed? Everything!!! Goods Services Experiences & Events Persons Places Properties Organizations Information & Ideas

Goods

Services

Experiences & Events

Persons

Places

Properties

Organizations

Information & Ideas

Applying the 4i approach

Concept 2 Services are marketed (p.46) Kotler: Airlines, Barbershop Local: Smart prepaid load, BPI ATM RP medical application: Patient consulting a doctor ECG

Kotler: Airlines, Barbershop

Local: Smart prepaid load, BPI ATM

RP medical application:

Patient consulting a doctor

ECG

Concept 4 Persons are marketed (p.46) Kotler: Artists, Physicians Local: Manny Villar, Gen. Palparan RP medical application: Dr. Vicki Belo, Dr. Alfredo Bengzon, Dr. Hayden Kho

Kotler: Artists, Physicians

Local: Manny Villar, Gen. Palparan

RP medical application:

Dr. Vicki Belo, Dr. Alfredo Bengzon, Dr. Hayden Kho

Concept 10 Ideas are marketed (p.46) Kotler: Revlon & hope, drunk drivers Local: _____________, ____________ RP medical applications: _____________________________ _____________________________ _____________________________

Kotler: Revlon & hope, drunk drivers

Local: _____________, ____________

RP medical applications:

_____________________________

_____________________________

_____________________________

Business face these 3, or else! 3 Challenges & Opportunities Globalization Technology Deregulation Apply 4i Approach For 3 concepts here

3 Challenges & Opportunities

Globalization

Technology

Deregulation

Building an ASMPH medical marketing resource database Faculty? Students!!!

Faculty?

Students!!!