10 step marketing plan for st lukes
Upcoming SlideShare
Loading in...5
×
 

10 step marketing plan for st lukes

on

  • 1,557 views

 

Statistics

Views

Total Views
1,557
Views on SlideShare
1,554
Embed Views
3

Actions

Likes
0
Downloads
18
Comments
0

1 Embed 3

http://russrivera.blogspot.com 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

10 step marketing plan for st lukes 10 step marketing plan for st lukes Presentation Transcript

  • 10 Step Marketing Plan for St. Luke’s Medical Center
    Russell Rivera
    January 2011
  • 5 Steps for Part 1 (PTM and positioning)
    St. Luke’s PTM are everybody who can pay
    They need a regular check-up and quality service for a cheap price
    Can choose Medical City, etc.
    Gap is all other hospitals focus on quality service at a high cost
    5. No data available
  • 5 Steps for Part 2 (Marketing Mix & Strategy
    Latest technology and newest facilities
    Is at par with prices of others but as of late, 50% cheaper due to promotions
    TV, radio, print ads
    2 Tertiary centers – Taguig and Quezon City
    Uses best price and best product strategy to win
  • Positioning to the Primary Target Market
    Part 1:
    Steps 1 to 5
  • 1. St. Luke’s PTM are everybody who can pay
    Demographics (All age groups, M/F, social class AB, C1)
    Lifestyle (Those who care about their health)
    Behavior (Yearly check-ups)
  • Influencing Buyer Behavior
    When I am healthy I can do a lot more of things
    I am healthy, I am normal, I will still belong
    I am healthy and I can feel at peace
  • 2. My PTM’s NWE
    Adults need
    A regular check-up to be secure, to be able to belong, self-actualization
    Patients choose St. Luke’s
    Brand, quality of equipment, and credibility
    Patients expect
    Credible results, one time diagnosis
  • 3a. St. Luke’s has many formidable competitors
    Direct: Medical City, Asian Hospital, Makati Med, Cardinal Santos
    Indirect: Iridology, Faith Healers
    Variables: Price, quality, location, brand
  • St Luke’s Unique positioning shown in this competitive map
    Map compares relatively the categories
  • 4. St. Luke’s capitalizes on best price and best product
    St. Luke’s is the only hospital
    To actively promote on TV, radio and Print ADS
    To show that they have low prices
    To show that they have the latest and best equipment
    No other hospital does this
    Others focus on best quality
  • 5. Market Size
    No data available
  • The Marketing Mix Strategy
    Part 2:
    Steps 6 to 10
  • 6a. Health Care systems
    Indirect Competitors:
    Direct Competitors:
  • 6b. Product Description
    St Luke’s is a tertiary hospital that caters to the AB and C1 class
    It has state-of-the-art technology and it is also JCI accredited
    Latest expansion to Fort Global city for latest facilities and to accommodate more people
  • 7. Price
    No data available for actual pricing
    Comparatively cheaper than competitors
    Around 30 to 40% cheaper than competition
    Utilizing best price strategy
  • 8a. Promo
    Advertising
    Print Ads, TV ads,
    Internet Advertisement
    http://www.youtube.com/watch?v=9-2fmUsWEmU
    Advertising with popular celebrites
    Sales Promotions
    Discounted rates
    Marketing abroad
  • 8a. Competitor Promo
    Advertisements of other hospitals do not show promos like discounts on price
  • 9. Place
    Located in Taguig in The Fort Global City
    Also in E. Rodriguez Quezon City
  • 10. Winning strategy
    St Luke’s tries to capture the larger crowd with the addition of the new hospital
    It has excellent, best priced, quality service with top of the line equipment situated in tactical areas
  • Summary
  • 5 Steps for Part 1 (PTM and positioning)
    St. Luke’s PTM are everybody who can pay
    They need a regular check-up and quality service for a cheap price
    Can choose Medical City, etc.
    Gap is all other hospitals focus on quality service at a high cost
    5. No data available
  • 5 Steps for Part 2 (Marketing Mix & Strategy
    Latest technology and newest facilities
    Is at par with prices of others but as of late, 50% cheaper due to promotions
    TV, radio, print ads
    2 Tertiary centers – Taguig and Quezon City
    Uses best price and best product strategy to win