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This is my 10-step Marketing Plan for the Philippine Heart Center: Radiologic Sciences Division

This is my 10-step Marketing Plan for the Philippine Heart Center: Radiologic Sciences Division

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    Carpio 10 step_marketing_plan Carpio 10 step_marketing_plan Presentation Transcript

    • 10 STEP MARKETING PLAN
      The Philippine Heart Center
      RADIOLOGICAL SCIENCES
      JUSTIN LEO M. CARPIO
      NOVEMBER 30, 2010
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 5 STEPS FOR PART 1
      Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are patients with/with probable cardiovascular diseases
      For diagnostic and therapeutic/therapeutic planning purposes
      Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers
      Gap is delivering credible, convenient, and affordable radiologicservices
      Market size is ~6.2 B
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 5 STEPS FOR PART 2
      Philippine Heart Center: Radiologic Sciences Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country
      At least 20-30% cheaper than the competitors
      Uses multimedia (TV, radio, print, website) for advertising and an incentive approach for doctor referrals
      East Avenue, Quezon City, Philippines
      Using a niche market approach with price advantage
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • Positioning to the PRIMARY TARGET MARKET
      PART 1: Steps 1 to 5
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • PHC: RSD’s PTM are patients with/with probable cardiovascular diseases
      Demographics: Any person with/with probable cardiovascular diseases regardless of age, gender, socioeconomic status
      Lifestyle: May potentially affect any person
      Behavior: Those who would want low cost, convenient, and quality service
      Doctors (Cardiologists and other allied physicians) should also be tapped because their referrals bring patients to the division as well
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 2. My PTM’s Needs, Wants, and Expectations
      Needs: A healthier and functional self free from the cardiovascular disease or from its morbidities at the very least
      Wants: A credible, convenient, and affordable means to be able to assure their needs
      Expectations: Credible, convenient, and affordable services especially from a government subsidized institution
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 3A. PHC: RSD’s Competitors
      Direct Competitors: None
      Indirect Competitors: Other tertiary, non-specialized hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers
      Variables: Referring physicians, PhilHealth/HMO coverage
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 3B. PHC: RSD’s Competitors
      Credibility vs Cost Matrix
      Assumes that the tertiary hospitals almost have the similar market shares having the most number of cardiovascular cases compared to secondary hospitals and the stand alone diagnostic centers
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 3B. PHC: RSD’s Competitors
      Convenience vs Cost Matrix
      Assumes that the tertiary hospitals almost have the similar market shares having the most number of cardiovascular cases compared to secondary hospitals and the stand alone diagnostic centers
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 3B. PHC: RSD’s Competitors
      Credibility vs Convenience Matrix
      Assumes that the tertiary hospitals almost have the similar market shares having the most number of cardiovascular cases compared to secondary hospitals and the stand alone diagnostic centers
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 4. PHC: RSD positions strongly in a niche market opportunity
      Philippine Heart Center: Radiologic Sciences Division is the onlycredible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country
      Other radiologic divisions are multi-specialty ones with high cost services
      “Jack-of-all-trades: Master-of-none” vs “Master-of-one”
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 5. PHC:RDS’ Market
      Radiological Services in the Philippines: Php 6.2 B (2009)
      PHC:RDS Income: Php 64 M, claiming 1% of market share
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • The MARKETING MIX Strategy
      PART 2: Steps 6 to 10
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 6. PHC:RDS and its Competitors
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 6. PHC:RDS
      The division offers various imaging modalities and thus, was divided into four sections:
      General Diagnostic Radiology
      X-ray and Fluoroscopic procedures
      CT-MRI Section
      General, Vascular, Cardiac CT/MRI and Special procedures
      Ultrasound Section
      General Ultrasound and Interventional procedures
      Vascular Interventional Radiology
      Angiograms, Embolization, Coiling and Stenting
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 7. PHC:RDS’ Prices
      The division adapts a socialized payment scheme
      However, the rate for private patients are still 20-30% lower compared to private institutions
      The division also offers packages along with other hospital divisions for both inpatients and outpatients
      Inpatients: Cardiopulmonary Examination, Cardiovascular Check-Up, Executive Check-Up
      Outpatients: Cardiopulmonary Packages I-III, Heart Packages I-V, Pedia Heart Package, Mini Heart Packages I-III, Vascular Packages I-II
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 7. PHC:RDS’ Prices (Inpatient)
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 7. PHC:RDS’ Prices (Inpatient)
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 7. PHC:RDS’ Prices (Inpatient)
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 7. PHC:RDS’ Prices (Outpatient)
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 7. PHC:RDS’ Prices (Outpatient)
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 7. PHC:RDS’ Prices (Outpatient)
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 7. PHC:RDS’ Prices (Outpatient)
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 8. PHC:RDS’ Promotions
      Television and Radio Ads: Make use of government owned stations
      Print Ads/Posters/Flyers: Distributed to doctors and patients
      Internet: www.phc.gov.ph
      Incentive approach: For doctor referrals
      The doctors who will refer patients to the radiology department will be given incentives through bonuses. However, rational diagnostics will be upheld.
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 8. PHC:RDS’ Promotions (Website)
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 9. PHC:RDS’ Place
      It is located at the first floor of the Philippine Heart Center, East Avenue, Quezon City
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 10. PHC:RDS’ Niche Strategy
      PHC:RDS should capitalize on what they currently does best: Cardiovascular imaging
      This is what they are known for so this is what they should push for
      They should also show that they are way cheaper than other tertiary hospitals but still get the same quality
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • SUMMARY
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 5 STEPS FOR PART 1
      Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are patients with/with probable cardiovascular diseases
      For diagnostic and therapeutic/therapeutic planning purposes
      Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers
      Gap is delivering credible, convenient, and affordable radiologicservices
      Market size is ~6.2 B
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 5 STEPS FOR PART 2
      Philippine Heart Center: Radiologic Sciences Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country
      At least 20-30% cheaper than the competitors
      Uses multimedia (TV, radio, print, website) for advertising and an incentive approach for doctor referrals
      East Avenue, Quezon City, Philippines
      Using a niche market approach with price advantage
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
    • 10 STEP MARKETING PLAN
      The Philippine Heart Center
      RADIOLOGICAL SCIENCES
      JUSTIN LEO M. CARPIO
      NOVEMBER 30, 2010
      CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION