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Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
Carpio 10 step_marketing_plan
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Carpio 10 step_marketing_plan

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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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  • 1. JUSTIN LEO M. CARPIO NOVEMBER 30, 2010 10 STEP MARKETING PLAN The Philippine Heart Center RADIOLOGICAL SCIENCES CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 2. 5 STEPS FOR PART 1 1. Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are patients with/with probable cardiovascular diseases 2. For diagnostic and therapeutic/therapeutic planning purposes 3. Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers 4. Gap is delivering credible, convenient, and affordable radiologic services 5. Market size is ~6.2 B CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 3. 5 STEPS FOR PART 2 6. Philippine Heart Center: Radiologic Sciences Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country 7. At least 20-30% cheaper than the competitors 8. Uses multimedia (TV, radio, print, website) for advertising and an incentive approach for doctor referrals 9. East Avenue, Quezon City, Philippines 10. Using a niche market approach with price advantage CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 4. 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
  • 5. 1. 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
  • 6. 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
  • 7. 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
  • 8. 3B. PHC: RSD’s Competitors HIGH CREDIBILITY LOW CREDIBILITY HIGH COST The Medical City, St. Lukes, MMC MID RANGE COST Philippine Heart Center, other secondary to tertiary hospitals Other secondary hospitals LOW COST Stand alone diagnostic centers 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
  • 9. 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 3B. PHC: RSD’s Competitors MOST CONVENIENT LEAST CONVENIENT HIGH COST The Medical City, St. Lukes, MMC MID RANGE COST Philippine Heart Center Other secondary to tertiary hospitals LOW COST Stand alone diagnostic centers CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 10. 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 3B. PHC: RSD’s Competitors HIGH CREDIBILITY LOW CREDIBILITY MOST CONVENIENT The Medical City, St. Lukes, MMC, Philippine Heart Center LEAST CONVENIENT Other secondary to tertiary hospitals, Stand alone diagnostic centers Stand alone diagnostic centers CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 11. 4. PHC: RSD positions strongly in a niche market opportunity  Philippine Heart Center: Radiologic Sciences Division is the only credible 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
  • 12. 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
  • 13. The MARKETING MIX Strategy PART 2: Steps 6 to 10 CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 14. 6. PHC:RDS and its Competitors CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 15. 6. PHC:RDS  The division offers various imaging modalities and thus, was divided into four sections: 1. General Diagnostic Radiology X-ray and Fluoroscopic procedures 2. CT-MRI Section General, Vascular, Cardiac CT/MRI and Special procedures 3. Ultrasound Section General Ultrasound and Interventional procedures 4. Vascular Interventional Radiology Angiograms, Embolization, Coiling and Stenting CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 16. 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 1. Inpatients: Cardiopulmonary Examination, Cardiovascular Check-Up, Executive Check-Up 2. 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
  • 17. 7. PHC:RDS’ Prices (Inpatient) CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 18. 7. PHC:RDS’ Prices (Inpatient) CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 19. 7. PHC:RDS’ Prices (Inpatient) CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 20. 7. PHC:RDS’ Prices (Outpatient) CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 21. 7. PHC:RDS’ Prices (Outpatient) CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 22. 7. PHC:RDS’ Prices (Outpatient) CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 23. 7. PHC:RDS’ Prices (Outpatient) CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 24. 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
  • 25. 8. PHC:RDS’ Promotions (Website) CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 26. 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
  • 27. 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
  • 28. SUMMARY CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 29. 5 STEPS FOR PART 1 1. Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are patients with/with probable cardiovascular diseases 2. For diagnostic and therapeutic/therapeutic planning purposes 3. Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers 4. Gap is delivering credible, convenient, and affordable radiologic services 5. Market size is ~6.2 B CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 30. 5 STEPS FOR PART 2 6. Philippine Heart Center: Radiologic Sciences Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country 7. At least 20-30% cheaper than the competitors 8. Uses multimedia (TV, radio, print, website) for advertising and an incentive approach for doctor referrals 9. East Avenue, Quezon City, Philippines 10. Using a niche market approach with price advantage CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES
  • 31. JUSTIN LEO M. CARPIO NOVEMBER 30, 2010 10 STEP MARKETING PLAN The Philippine Heart Center RADIOLOGICAL SCIENCES CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES

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