Carpio 10 step_marketing_plan 2

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Carpio 10 step_marketing_plan 2

  1. 1. JUSTIN LEO M. CARPIO JANUARY 19, 2011 10 STEP MARKETING PLAN The Medical City ARTIS ZEE SCAN SYSTEM CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  2. 2. CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  3. 3. CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  4. 4. CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  5. 5. 5 STEPS FOR PART 1 <ul><li>The Medical City: Artis Zee Scan System’s PTM are the cardiologists and vascular specialists </li></ul><ul><li>For diagnostic and therapeutic planning purposes </li></ul><ul><li>Competitors include other tertiary hospitals with similar technology within and outside the country </li></ul><ul><li>Gap is delivering easier, faster, and safe diagnosis and eventual treatment of cardiovascular diseases </li></ul><ul><li>Market size is potentially huge </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  6. 6. 5 STEPS FOR PART 2 <ul><li>The Medical City: Artis Zee Scan System offers easier, faster, and safe diagnosis and eventual treatment of cardiovascular diseases </li></ul><ul><li>At least twice the price of conventional cardiovascular imaging (i.e. CT-Scan, MRI) </li></ul><ul><li>Uses multimedia (print and internet) approach and conventions/product launches in advertising </li></ul><ul><li>Located at The Medical City Cardiac and Vascular Cath Lab, 3 rd floor, TMC Main Building, Ortigas Avenue, Pasig City, Philippines </li></ul><ul><li>Uses the niche market approach and differentiation to win </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  7. 7. Positioning to the PRIMARY TARGET MARKET <ul><li>PART 1: Steps 1 to 5 </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  8. 8. <ul><li>TMC: Artis Zee Scan System’s PTM are cardiologists and vascular specialists </li></ul><ul><li>Demographics: TMC Cardiologists and Vascular specialists </li></ul><ul><li>Lifestyle: Doctors who have Class AB as their primary clientele </li></ul><ul><li>Behavior: Doctors who are willing to try new technology for their patients </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  9. 9. 2. My PTM’s Needs, Wants, and Expectations is Optimal Patient Care <ul><li>Needs, Wants and Expectations: An easier, faster, and safe diagnostic and therapeutic planning modality for their patients to achieve optimal patient care </li></ul><ul><ul><ul><ul><li>Addresses the physiologic needs and eventual self actualization based on Maslow’s Hierarchy of Needs </li></ul></ul></ul></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  10. 10. 3. TMC: Artis Zee Scan Systems competitors are other tertiary hospitals with the same technology <ul><li>Direct Competitors: Other tertiary hospitals within or outside the country that offers the same technology </li></ul><ul><li>Indirect Competitors: Other hospitals that offers the more conventional cardiovascular imaging (i.e. CT-Scan and MRI) </li></ul><ul><li>Variables: HMO Coverage, Doctor Preference, Price </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  11. 11. 4. Gap is to deliver easier, faster, and safe diagnosis and eventual treatment of cardiovascular diseases <ul><li>No other diagnostic modality solely for cardiovascular imaging is able to claim what the Artis See Scan System promises to deliver </li></ul><ul><li>Other diagnostic modalities are not specifically designed for the cardiovascular system </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  12. 12. 5. Market size is potentially huge <ul><li>The market size is undetermined from the print ad but it can be deduced that the market size is at the very least sufficient (with the potential to substantially grow in the coming years) to cover for the cost of acquiring the product based on the following premises: </li></ul><ul><ul><ul><ul><li>Cardiovascular diseases is placed as one of the top three causes of morbidity and mortality in the country </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cardiovascular diseases are life-long </li></ul></ul></ul></ul><ul><ul><ul><ul><li>AB market may only comprise about 1% of the market but they have the most purchasing power </li></ul></ul></ul></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  13. 13. The MARKETING MIX Strategy <ul><li>PART 2: Steps 6 to 10 </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  14. 14. 6. TMC: Artis Zee Scan System offers easier, faster, and safe diagnosis and eventual treatment of cardiovascular diseases <ul><li>TMC: Artis Zee Scan System gives a 360 view from within coronary arteries. It has the following features: </li></ul><ul><ul><ul><ul><li>High resolution 3D imaging </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Intravascular ultrasound </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Real time monitoring of coronary blood flow </li></ul></ul></ul></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  15. 15. 7. Prices are at least twice the price of conventional cardiovascular imaging <ul><li>The prices are not determined from the print ad but deduced that they are at least twice the price of conventional cardiovascular imaging based on the following assumptions: </li></ul><ul><ul><ul><ul><li>TMC prices for imaging are already 20 to 30% more costly compared to other institutions offering similar products </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Because of the sophistication of this product, its price should be more than its usual rates for imaging (i.e. CT Scan and MRI) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>TMC charges based on room rates for inpatients and a standard price for outpatients </li></ul></ul></ul></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  16. 16. 8. Uses multimedia (print and internet) approach and conventions/product launches in advertising <ul><li>The sample print ad was shown at the start of the presentation </li></ul><ul><li>A relaunch of TMC’s Cardiac and Vascular Cath Lab was recently concluded with the introduction of the product </li></ul><ul><li>Promotions can be done in conventions as well </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  17. 17. 9. Artis Zee Scan System is in The Medical City <ul><li>Located at The Medical City Cardiac and Vascular Cath Lab, 3 rd floor, TMC Main Building, Ortigas Avenue, Pasig City, Philippines </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  18. 18. 10. TMC: Artis Zee Scan System uses niche strategy and differentiation to win <ul><li>The product promises one-of-its kind imaging modality solely designed for the cardiovascular system </li></ul><ul><li>As such, the marketing of the product is directed towards cardiologists and vascular specialists (with Class AB as their primary clientele) for them to be able to recommend it to their patients </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  19. 19. SUMMARY CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  20. 20. 5 STEPS FOR PART 1 <ul><li>The Medical City: Artis Zee Scan System’s PTM are the cardiologists and vascular specialists </li></ul><ul><li>For diagnostic and therapeutic planning purposes </li></ul><ul><li>Competitors include other tertiary hospitals with similar technology within and outside the country </li></ul><ul><li>Gap is delivering easier, faster, and safe diagnosis and eventual treatment of cardiovascular diseases </li></ul><ul><li>Market size is potentially huge </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  21. 21. 5 STEPS FOR PART 2 <ul><li>The Medical City: Artis Zee Scan System offers easier, faster, and safe diagnosis and eventual treatment of cardiovascular diseases </li></ul><ul><li>At least twice the price of conventional cardiovascular imaging (i.e. CT-Scan, MRI) </li></ul><ul><li>Uses multimedia (print and internet) approach and conventions/product launches in advertising </li></ul><ul><li>Located at The Medical City Cardiac and Vascular Cath Lab, 3 rd floor, TMC Main Building, Ortigas Avenue, Pasig City, Philippines </li></ul><ul><li>Uses the niche market approach and differentiation to win </li></ul>CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM
  22. 22. JUSTIN LEO M. CARPIO JANUARY 19, 2011 10 STEP MARKETING PLAN The Medical City ARTIS ZEE SCAN SYSTEM CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: THE MEDICAL CITY, ARTIS ZEE SCAN SYSTEM

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