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  • 1. 10 STEP MARKETING PLAN FOR EMERGENCY DEPARTMENT Ma. Regina Paula I. Valencia November 2010 ASMPH 2012
  • 2. 5 Steps for Part 1 PTM and Positioning
    • The Medical City – Emergency Department’s PTM is
      • Patients from affluent families who are in need of immediate medical care
      • Who wants to receive the best possible medical treatment
      • Can choose St. Luke’s Medical Center or Cardinal Santos Medical Center
      • Gap is that competitors focus only on competency of the medical team and state of the art equipment
      • Population of Pasig City as of 2007 is 557,297 with wide spectrum of diseases causing morbidity and mortality
  • 3. 5 Steps for Part 2 Marketing Mix and Strategy
    • Highly competent medical team, state of the art equipment, dependable ambulance conduction system
    • Competitive price compared to other tertiary hospitals providing high-quality healthcare
    • Advertising Campaigns (billboards, newspapers, magazines, TV)
    • Caters patients from (although not limited to) Pasig, San Juan, Taguig and QC
    • Upholds Patient Partnership
  • 4. POSITIONING TO THE PRIMARY TARGET MARKET Part 1: Steps 1 to 5
  • 5. Step 1- Primary Target Market (PTM) of TMC-ER
    • Demographics
      • Sick who are in need of immediate medical care
      • All ages, M/F, Social class AB, Filipinos and foreigners, private and HMO cardholders
      • Patients from (although not limited to) Pasig, San Juan and QC
    • Lifestyle
      • No required specific lifestyle as long as there is need for immediate medical attention
    • Behavior
      • ER visit as needed
      • Health and wellbeing as a priority
  • 6. Step 2 – TMC-ER PTM’s Needs, Wants and Expectations
  • 7. Step 2 – TMC-ER PTM’s Needs, Wants and Expectations
    • Patient’s basic physiologic need is to be restored to good health by receiving the best possible medical treatment
    • Patient’s are partners
      • They should be treated with respect.
      • They should be informed when making choices.
  • 8. Step 3 – TMC-ER’s Competitors
    • Direct: St. Luke’s Medical Center, Cardinal Santos Medical Center
    • Indirect: other government hospitals and emergency clinics in the Pasig, San Juan and QC area
    • Variables: location, cost, service, skill of medical team, HMO affiliation
  • 9. TMC – ER and St. Luke’s QC-ER are known to provide high quality service Price vs Service TMC Cardinal St. Lukes QC Price vs Location Low-quality service Mid-quality service High-quality service High Price Low Price
  • 10. TMC – ER Positioning The Medical City Cardinal Santos Medical Center St. Luke’s Medical Center QC Competent Medical Team “ distinguished roster of physicians” “ consultants undergo meticulous screening process” “ finest medical expertise” State of the art equipment cutting-edge healthcare service “ THE MOST SOPHISTICATED MEDICAL TECHNOLOGY AND FACILITIES ” Patient Care *PATIENT AS PARTNERS “ we try to give you all he comforts of home and more” + “we respect and protect the rights of every patient” “ deep-rooted culture of compassion” JCI accredited HMO accredited
  • 11. Step 4 – TMC – ER positions strongly in a niche market opportunity
    • TMC – ER is one of the three tertiary hospitals that receive social class AB patients from Pasig, San Juan and QC.
    • TMC is the only hospital which emphasizes patient partnership while others focus on state of the art equipment and competent medical teams.
    • TMC is one of the two hospitals that are the only JCI accredited institutions in the country.
  • 12. Step 5 – Market Size
    • Population of Pasig City – 557,297 (2007)
  • 13. Step 5 – Leading Causes of Morbidity and Mortality in Pasig City (2008)
    • Leading Causes of Morbidity:
      • URTI/AURI; bronchitis/bronchiolitis; ATP; hypertension; pneumonia; animal bite; diarrhea; wounds; AVI/SVI and dermatitis
    • Leading Causes of Mortality:
      • Ischemic heart disease; cancer; hypertensive cardiovascular disease; pneumonia; TB all forms; accidents; septicemia/sepsis; ARF; asthma/bronchial asthma and liver disease/cirrhosis
  • 14. THE MARKETING MIX STRATEGY Part 2: Steps 6 to 10
  • 15. Step 6a – ER Departments providing high quality service
  • 16. Step 6b – Product Description
    • Among its particular capabilities are:
      • 1. Consultation and initiation of diagnostic work-up
      • 2. Cardio-pulmonary resuscitation
      • 3. Initial management of injuries and poisonings
      • 4. Generating initial orders for patients requiring emergency admission
      • 5. Short-stay holding for observation, treatment, drug administration and monitored stay prior to admission or transfer
    The Emergency Department provides immediate medical assessment and initiates treatment
  • 17. Step 6b – Product Description
      • 6. Transition room for temporarily accommodating patients who need to be admitted when there is no room available
      • 7. Isolation room that for potentially infectious patients
      • 8. Bite management
      • 9. ENT/Opthalmology clinic
      • 10. Ambulance services both for in- and out-patients
  • 18. Step 7 – Price of ER Consultation
    • The Medical City = Php 980
    • St. Luke’s Medical Center = Php 1000
    • Cardinal Santos Medical Center = Php 814
    • TMC pricing is almost the same as St. Luke’s Medical Center but it is 12% higher compared to Cardinal Santos Medical Center.
  • 19. Step 8a – TMC – ER Promo
  • 20. Step 8a – TMC Promo
    • Advertising Campaigns: Newspapers, Magazines, TV
  • 21. Step 8b – Competitor Promo
  • 22. Step 8b – Competitor Promo
  • 23. Step 9 – TMC is strategically located
    • Ortigas Avenue, Pasig City, Metro Manila Philippines
    • Near residential homes: Valle Verde, Green Meadows, Corinthians, Acropolis)
    • Surrounded by many commercial and financial institutions
  • 24. Step 10 – TMC Winning Strategy
    • OUR SERVICE PHILOSOPHY
    • TMC has defined for itself the value proposition:
    • “ Where Patients are Partners.” This phrase finds its fullest meaning when the patient is viewed not as a problem to be solved or a charge to be cared for, but as a partner in his own health.
  • 25. Step 10 – TMC Winning Strategy
    • Patient partnership means acknowledging the patient's fundamental accountability for his own health, then supporting this with systems, tools and venues for education, open communication, and informed choice.
    • This fresh perspective on the patient's role in health care represents a radical departure from the traditional idea of the patient as a passive recipient of medical services.
  • 26. Summary
  • 27. 5 Steps for Part 1 PTM and Positioning
    • The Medical City – Emergency Department’s PTM is
      • Patients from affluent families who are in need of immediate medical care
      • Who wants to receive the best possible medical treatment
      • Can choose St. Lukes Medical Center or Cardinal Santos Medical Center
      • Gap is that competitors focus only on competency of the medical team and state of the art equipment
      • Population of Pasig City as of 2007 is 557,297 with wide spectrum of diseases causing morbidity and mortality
  • 28. 5 Steps for Part 2 Marketing Mix and Strategy
    • Highly competent medical team, state of the art equipment, dependable ambulance conduction system
    • Competitive price compared to other tertiary hospitals providing high-quality healthcare
    • Advertising Campaigns (billboards, newspapers, magazines, TV)
    • Caters patients from (although not limited to) Pasig, San Juan, Taguig and QC
    • Upholds Patient Partnership