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10 step marketing plan tasha tan

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10 step marketing plan tasha tan 10 step marketing plan tasha tan Presentation Transcript

  • 10 Step Marketing Plan for The Medical City’s Pediatrics Community Services
    Tasha Tan
    November 2010
  • The Medical City’s Pediatrics Community Services Primary Target Market are
    Parents with children aged 18 and below who are residents of Ilugin, Pasig City
    Social Class C and D
    Lifestyle: Blue collar workers, unemployed, self-employed with small businesses
    Behavior: Good health seeking behavior, desires empowerment through knowledge, wants the best for their family members, willing to make a change
  • Need, Wants and Expectations
    I am the best I can be when I keep my family and community safe from diseases.
    Holding office in the organization is a status symbol.
    I play a role in the health of my community.
    I am entitled to quality medical care which is a basic need.
  • Direct Competitors
    Baranggay Health Centers
    Caritas Charity Clinic and other Charity Clinics
    Pasig City General Hospital and other hospitals within the Surrounding Area
  • Indirect Competirors
    Self medication
    Consult with neighbor (who is of coure not a doctor)
    Hilot, Albularyo and other forms of traditional medicine
  • Variables
    Price
    Available Services
    Albularyo, Self – Medicatiion
    Baranggay health center, TMC Pediatric Services, Charity Clinic
    PCGH and surrounding hospitals
  • Positioning is shown in this Competitive Map
  • TMC’s Position and Edge Over Others
    TMC is the only institution with Family Medicine Specialists who tailor fit programs to each index family’s needs through family meetings
    Affordable
    Offers a Position in the Organization that can be seen as position of power and prestige
    Offers basic medical services by a team of health care professionals led by pediatricians
    Seeks to involve and empower the community through patient education
  • Estimated market size
    TMC Pediatric Services is a non-profit and non stock organization
    No proceeds are made through its operations
    Operates once a week and sees 40 to 50 pediatric patients
    Offers Daily Patient Education sessions and home visits for enrolled patients and their families 5 days a week
    Total number of enrolled families: 100
    Total numbers of families residing in Ilugin: 400
    Total Market share of 25%
  • Consumer data
    Medical Consult:
    70 million Filipinos seek consult at a Free Clinic once a month.
    Assuming we charge P5 per consult
    60 M x P5 X 12 = P 360 M
    Profits are of course made through the cost saved through disease prevention and early treatment
  • The Medical City Pediatric Community Services
    Family Meetings
    Referral System t o the Main TMC
    Patient Education
    Medical Consult in the Community
  • The Medical City Pediatric Community Services: The Competitors
  • Product Description
    The Medical City Pediatric Community Services not only seeks to promote better health through patient consultations
    Involvement of family through family meetings
    Patient education sessions
    Day care center to allow greater participation of mothers in activities
    Referral system for cases that need certain specializations
    It’s seeks to transform health from a commodity into a way of life
    Patients have stakes in their lives as such they are treated as partners
  • Price
    The best thing about our product?
    It’s absolutely free
    It only requires your attention, time and a little extra effort for walking to our facility!
  • Promotion
    Advertisements: Through Posters, Flyers, Announcements from Baranggay Hall, Barangay Newsletter
    Public Relations: Corporate Social Responsibility, Partnership with similar charity organizations and even the barangay health center
    Marketing: Solicit and gather more sponsors! More aggressive recruitment of families
  • Competitor promo
  • Competitor Promo
  • Place
    The Medical City Pediatric Community Serviceis available in Ilugin Pasig City
    Plans for expansion and acquiring of more communities in the Pasig City area
    Plans for including areas with nearby satellite Medical City affiliated branches
  • Generic winning strategy?
    The Medical City Pediatric Community Services
    Seeks to provide low Cost but Quality Basic Pediatric Services
    Differentiation through offering family medicine services and patient education
    Accessibility to Ilugin Residents
    Community Involvement and patient empowerment through treating them as partners
  • SUMMARY
    20
  • 5 Steps for Part 1 (PTM and Positioning)
    PTM are Class C and D parents of children younger than 18 in Ilugin, Pasig City
    Who want to secure quality health care for their family and be a driver of change in their community’s health status
    Can choose Pasig City General Hospital, Traditional medicine, Self-Medication, Charity Clinics and Barangay Health Center
    Gap is all other brands focus simply providing health care
    The market size is P 360 million and 400 families in Ilugin. TMC niche is 2,400 OPD patients and 100 enrolled families
  • 5 Steps for Part 2(Marketing Mix & Strategy)
    The Medical City Pediatrics Community Services
    Is 100% free of charge
    Uses partnerships, flyers, posters, announcements
    It is well known and distributed within Ilugin
    Creates patient partners to win!