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10 marketing plan

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