10 marketing plan


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10 marketing plan

  1. 1. 1<br />10 STEPS Marketing Plan for Varicose Vein Center<br />Martin Anthony A. Villa, MD<br />June 20, 2010<br />www.myvaricosevein.com<br />
  2. 2. VaricoseVeins<br />
  3. 3. 1. My primary target market is..<br />Demographics <br />Age range- Adults<br />Sex- Men and Women<br />Social class- ABC<br />Lifestyle <br />Varicose veins are progressively worsening with age<br />Behavior<br />Worse amongst those with risk factors such as during standing, pregnancy<br />www.myvaricosevein.com<br />
  4. 4. 2. My PTM’s NWE<br />Patients need: <br /> To build (social) Self-Esteem, feel healthy<br />Varicose veins are<br />Unsightly- bulging veins, hyperpigmentation aesthetic aspect<br />Lifestyle limiting- functionality restricted by leg aches, heaviness and pain.<br />Progressive- into venous dermatitis, venous stasis ulcer.<br />www.myvaricosevein.com<br />
  5. 5. www.myvaricosevein.com<br />
  6. 6. 3a. Competitors<br />Direct: <br />Traditional Medical Practice- Dermatologist, General Surgeons, Vascular Surgeons, Cardiologist- Vascular Medicine<br />Facilities such as aesthetic center or free standing centers.<br />Indirect:<br />Products- Lioton Gel, Hirudoin Cream<br />Variables:<br />Price, treatment technique<br />www.myvaricosevein.com<br />
  7. 7. 4. Positions strongly in a niche market opportunity<br />The Varicose Vein Center is the only hospital base center dedicated in the management of varicose vein disease<br />It offers several treatment options that are office based procedure done as outpatient all under one roof such as:<br />Ultrasound venous study<br />Endovenous laser therapy<br />Sclerotherapy<br />Ambulatory phlebectomy<br />www.myvaricosevein.com<br />
  8. 8. 5. Estimate the market size<br />
  9. 9. 5. Estimate the market size<br />Varicose veins are found in as much:<br />25-40 % of women <br />15-25% of men<br />www.myvaricosevein.com<br />
  10. 10. Risk Factors<br />Hereditary <br />Gender<br />Age<br />Pregnancy<br />
  11. 11. 6. Product category<br />The varicose vein center of several outpatient treatment options including<br />Endovenous laser treatment<br />Ambulatory Phlebectomy<br />Transilluminatedsclerotherapy<br />Superficial laser therapy<br />www.myvaricosevein.com<br />
  12. 12. LASER<br />RF<br />Treatment: Endovenous <br />Ablation <br /><ul><li>Local anesthesia
  13. 13. Office/ base
  14. 14. Outpatient
  15. 15. No Scar
  16. 16. Little or no pain
  17. 17. Less bruising/ tenderness
  18. 18. Return to normal activity immediate</li></ul>www.myvaricosevein.com<br />
  19. 19. Treatment:<br />Microphlebectomy<br />Also known as stab phlebectomy or ambulatory phlebectomy<br />Performed under local anesthesia <br />Well tolerated in the office setting<br />A fine phlebectomy instrument is inserted through the 2-3 mm incision to grasp the vein. This vein is teased from the surround tissues and removed.<br />www.myvaricosevein.com<br />
  20. 20. Treatment: Transluminated<br />Sclerotherapy<br />www.myvaricosevein.com<br />
  21. 21. 7. Price<br />Expensive, higher than competitors.<br />For instance, endovenous laser therapy of one GSV<br />PhP 65,000.00++ with SLMC<br />PhP 45,000.00++ with Competitor 1<br />Php 55,000.00++ with Competitor 2<br />www.myvaricosevein.com<br />
  22. 22. 8a. Promo<br />Advertisment<br />Tri Media<br />Newspaper articles- <br />Philstar<br />Philippine Inquirer<br />Radio Interview- <br />DZMM<br />Seafarer’s Radio<br />TV appearance- <br />Salamat Doc<br />www.myvaricosevein.com<br />
  23. 23. 8a. Promo<br />
  24. 24. 8a. Promo<br />Advertisment<br />Tarpaulin at the Doctor’s Clinic Lobby<br />Poster placed at the exit site of the hospital <br />Flyers <br />SLMC Website<br />www.myvaricosevein.com<br />
  25. 25. www.myvaricosevein.com<br />
  26. 26. 8a. Promo<br />Sale Promotion<br />BPI tie up for 0 % if patient uses BPI credit card.<br />Public Relation<br />Lay Forum last January 2009.<br />Varicose vein screening ( plan )<br />www.myvaricosevein.com<br />
  27. 27. 8a. Promo<br />Personal Selling<br />Website<br />MPAS bill board<br />www.myvaricosevein.com<br />
  28. 28.
  29. 29. 8b. Competitor promo<br /> Follows the same pathway of using tri-media such as newspaper, television and radio. Internet websites are very popular as well in promoting their services.<br />www.myvaricosevein.com<br />
  30. 30. www.myvaricosevein.com<br />
  31. 31. www.myvaricosevein.com<br />
  32. 32. 9. Varicose Vein Center is located at at the SLMC<br />SLMC is a premier medical center <br />Trusted name in healthcare management locally and internationally.<br />Caters to both local market as well as foreigners - medical tourism. <br />www.myvaricosevein.com<br />
  33. 33. 10. What is the generic winning strategy?<br />Offers a holistic approach to the evaluation and management of varicose vein diseases<br />One stop shop- evaluation, diagnosis and treatment can be performed on same day<br />Latest in technology in vein treatment<br />First and only vein center located in a medical facility.<br />www.myvaricosevein.com<br />
  34. 34. 28<br />10 STEPS Marketing Plan for Varicose Vein Center<br />Martin Anthony A. Villa, MD<br />June 20, 2010<br />www.myvaricosevein.com<br />