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Individual 10 step marketing plan

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    Individual 10 step marketing plan Individual 10 step marketing plan Presentation Transcript

    • 10 Step Marketing Plan for
      Philippine Heart CenterRadiological Sciences Division
      Muriel Tania Go
      November 30, 2010
    • Part 1:Positioning to the Primary Target Market
      PHC PTM physicians and patients
      Needs, Wants & Expectations well-being
      Competition other hospitals & diagnostic centers
      Gap increasing prevalence of CVD
      Market Size is 6.4 billion, PHC niche is 64.8 million
    • Part 2:The Marketing Mix Strategy
      Product imaging modalities
      Price socialized
      Promotion promote!!!
      Place hospital-based
      Generic Winning Strategy niche market
    • Positioning to the
      Primary Target Market
      Part 1:Steps 1 to 5
    • STEP 1: Primary Target Market
      Physicians
      Philippine Heart Center
      Other institutions without imaging modalities
      Patients
      Philippine Heart Center
      Quezon City residents
      Other cities with imaging needs
    • STEP 2: Needs, Wants and Expectations
      Individual Sense of Well-Being
      Health and Wellness
    • STEP 2: Needs, Wants and Expectations
      NEEDS: HEALTH
      State of complete physical, mental and social well-being
      and not merely the absence of disease or infirmity
      WHO definition of Health
    • STEP 2: Needs, Wants and Expectations
      WANTS:
      Accessible location
      Competitive pricing
      Highly competent radiologists
      Technologically up-to-date equipments
    • STEP 2: Needs, Wants and Expectations
      EXPECTATIONS:
      Accurate diagnosis 
      Appropriate intervention 
      Good recovery/better quality of life 
      Sense of well-being
    • STEP 3: Competition
      Direct
      National Kidney & Transplant Institute (NKTI)
      St. Luke’s Medical Center (SLMC)
      The Medical City (TMC)
      Makati Medical Center (MMC)
      Asian Hospital and Medical Center (AHMC)
      Indirect
      Diagnostic Centers
      Accuserv, Hi-Precision, New World Laboratories
    • STEP 3: Competition - Positioning
      TMC
      NKTI
      SLMC
      Accuserv
      Hi-Precision
      MMC
      New World
    • STEP 3: Bridging the Gap
      Gap
      Weak reputation
      Lack of demand for cardiac and general imaging
      Opportunities
      Philippine HEART Center
      Increasing prevalence of cardiovascular diseases in the country
    • STEP 3: Bridging the Gap
      Proposition
      Leading cardiac imaging center in the Philippines
      Expert radiologists
      Quality service provision at low prices
    • STEP 5: Market Size
      PhP 6.4 billion industry
      PHC Market Share
      PhP 64.8 million
      ~ 6.5%
    • The Marketing Mix Strategy
      Part 2:Steps 6 to 10
    • STEP 6: Products
      X-ray
      Ultrasound
      CT Scan
      MRI
    • STEP 7: Price
      Socialized payment scheme
    • STEP 8: Proposed Promotion
      Advertising
      Public Relations
    • STEP 8: Proposed Promotion
      Direct Marketing
      Personal Selling
      Word of mouth
    • STEP 9: Place
      Hospital-based
      Systematic and complete approach to patient care
    • STEP 10: Generic Winning Strategy
      Main strategy is to dominate the niche market in providing cardiovascular imaging through
      Highly skilled and competent radiologists
      Modern imaging modalities
      Excellent service
      Low prices
    • Summary
    • Part 1:Positioning to the Primary Target Market
      PHC PTM physicians and patients
      Needs, Wants & Expectations well-being
      Competition other hospitals & diagnostic centers
      Gap increasing prevalence of CVD
      Market Size is 6.4 billion, PHC niche is 64.8 million
    • Part 2:The Marketing Mix Strategy
      Product imaging modalities
      Price socialized
      Promotion promote!!!
      Place hospital-based
      Generic Winning Strategy niche market
    • 10 Step Marketing Plan for
      Philippine Heart CenterRadiological Sciences Division
      Muriel Tania Go
      November 30, 2010