Group 3 10 step marketing plan

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  • 1. 10 STEP MARKETING PLAN
    The Philippine Heart Center
    RADIOLOGICAL SCIENCES
    JUSTIN CARPIO, PETER CHUA, CANDY DRILON, MURIEL GO, JUNNO KATO, RIANNA SALAZAR
    JANUARY 9, 2011
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 2. 5 STEPS FOR PART 1
    Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are doctors from PHC and other institutions and 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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 3. 5 STEPS FOR PART 2
    Philippine Heart Center: Radiologic Sciences Division (PHC:RSD) as the most credible, affordable, and accessible 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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 4. Positioning to the PRIMARY TARGET MARKET
    PART 1: Steps 1 to 5
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 5. 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 (based in PHC, Cardiologists and other allied physicians) should also be tapped because their referrals bring patients to the division as well
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 6. 2. My PTM’s Needs, Wants, and Expectations
    Individual Sense of Well-Being
    Health and Wellness
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 7. 2. My PTM’s Needs, Wants, and Expectations
    Patients:
    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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 8. 2. My PTM’s Needs, Wants, and Expectations
    Doctors:
    Needs: A healthier and functional patient 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 need for reliable radiologic imaging
    Expectations: Credible, convenient, and affordable services especially from a government subsidized institution for their patients
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 9. 3A. PHC: RSD’s Competitors
    Direct Competitors: Institutions within the vicinity (National Kidney and Transplant Institute, East Avenue Medical Center)
    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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 10. 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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 11. 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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 12. 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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 13. 4. Gap in deliveringAFFORDABLE, ACCESSIBLE and CREDIBLE imaging for good HEALTHCARE
    There is not much demand for cardiac imaging because physicians will exhaust all non-imaging studies first.
    Referrals from cardiologists from other institutions are few.
    Lacks good reputation on general imaging.
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 14. 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
    Offers heart packages: Discounted and cheaper, grouped services, fit for heart disease patient, does not compromise quality
    Other radiologic divisions are multi-specialty with high cost services
    “Jack-of-all-trades: Master-of-none” vs “Master-of-one”
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 15. 5. PHC-RSD’s Market
    Radiological Services in the Philippines: Php 6.2 B (2009)
    PHC:RDS Income: Php 64 M, claiming 1% of market share
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 16. The MARKETING MIX Strategy
    PART 2: Steps 6 to 10
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 17. 6. PHC-RSD and its Competitors
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 18. 6. PHC-RSD’s main imaging modalities
    CT Scan
    Ultrasound
    MRI
    X-ray
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 19. 6. PHC-RSD
    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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 20. 7. PHC-RSD’ Prices
    The division adapts a socialized payment scheme
    Rates for private patients are still 20-30% lower compared to private institutions
    Example: Chest X-ray PA
    PHC: Php500
    Private Institutions: Php700-900
    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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 21. 7. PHC-RSD’ Prices (Inpatient)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 22. 7. PHC-RSD’ Prices (Inpatient)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 23. 7. PHC-RSD’ Prices (Inpatient)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 24. 7. PHC-RSD’ Prices (Outpatient)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 25. 7. PHC-RSD’s Prices (Outpatient)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 26. 7. PHC-RSD’s Prices (Outpatient)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 27. 7. PHC-RSD’s Prices (Outpatient)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 28. 8. PHC-RSD’s Promotions
    Television and Radio Ads: Make use of government owned stations
    Print Ads/Posters/Flyers: Distributed to doctors and patients
    Digital Marketing: through website (www.phc.gov.ph) or other digital means
    Word-of-Mouth: Doctors in PHC to doctors (especially cardiologists) from other institutions
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 29. 8. PHC-RSD’s Promotions (Website)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 30. 8. PHC-RSD’s Promotions(Advertisement)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 31. 8. PHC-RSD’s Promotions(Advertisement)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 32. 8. PHC-RSD’s Promotions(Advertisement)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 33. 8. PHC-RSD’s Promotions(Advertisement)
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 34. 9. PHC-RSD’s Location
    The Philippine Heart Center is located at East Avenue,Quezon City
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 35. 9. PHC-RSD’s Place
    It is located at the first floor, behind the main lobby
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 36. 10. PHC:RSD’s Winning Niche Strategy
    Live up to PHC Mission and Vision:
    “…provide comprehensive cardiovascular care..”
    “…the leader in upholding the highest standards of cardiovascular care…”
    Capitalize on what they currently does best: Cardiovascular imaging
    Show that they are way cheaper than other tertiary hospitals but still get the same quality
    Create market for general imaging, banking on their expertise in Cardiovascular imaging
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 37. SUMMARY
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 38. 5 STEPS FOR PART 1
    Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are doctors from PHC and other institutions and 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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 39. 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
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION
  • 40. 10 STEP MARKETING PLAN
    The Philippine Heart Center
    RADIOLOGICAL SCIENCES
    JUSTIN CARPIO, PETER CHUA, CANDY DRILON, MURIEL GO, JUNNO KATO, RIANNA SALAZAR
    NOVEMBER 30, 2010
    GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION