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MALASIQUI 10 STEP MARKETING PLAN
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    MALASIQUI 10 STEP MARKETING PLAN MALASIQUI 10 STEP MARKETING PLAN Presentation Transcript

    • 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com
    • 5 Steps for Part 1 (PTM and Positioning)
      • Identify your target (PTM)
      • What do they need? (NWE)
      • Who are their choices? (competitors)
      • Where is the opportunity? (gap)
      • How big is the market? (3Cs)
    • PRIMARY TARGET MARKET
      • Doctors
      • Patients
        • Children
        • Elderly
        • Ill patients
    • NEEDS, WANTS & EXPECTATIONS
      • Doctors want their patients to be healthy & feel:
        • “ At home”
        • Comfortable
        • Relaxed
        • While experiencing the BEST quality health care
    •  
    • COMPETITORS
      • WITHIN MALASIQUI, PANGASINAN
        • Malasiqui Municipal Hospital
        • ER Hospital
      • SOUTH OF MALASIQUI
      • Bayambang, Pangasinan
        • Bayambang District Hospital
    • COMPETITORS
      • NORTH OF MALASIQUI
      • Dagupan City, Pangasinan
        • Region I Medical Center
        • Dagupan Doctors Villaflor Memorial Hospital
        • Specialist Group Hospital & Trauma Center
        • Nazareth General Hospital
    • COMPETITORS
      • EAST OF MALASIQUI
      • Urdaneta City, Pangasinan
        • Holy Child General Hospital
      • Villasis, Pangasinan
        • Villasis Polymedic Hospital & Trauma Center
    • COMPETITORS
      • WEST OF MALASIQUI
      • San Carlos City, Pangasinan
        • Pangasinan Provincial Hospital
        • Pangasinan Doctors Hospital
        • Blessed Family Doctors General Hospital
        • Virgen Milagrosa Medical Center
    • OPPORTUNITY
      • While some other hospitals focus on high profit and big savings by offering less services
      • UPH - Dr. Jose G. Tamayo Hospital focuses on high quality, family-oriented service by competent doctors and health care professionals
    • MARKET SIZE
      • As of August 2007, population of Pangasinan is 2,645,395 million
      • UPHDJGTH niche is 1,122,969 million
        • Dagupan City
        • Malasiqui - 125,633 (RHU I & II, 2005)
        • Urdaneta City
        • Bayambang
    • MARKET SIZE
      • If half of the population will utilize the hospital,
        • 10% - patients
        • 112,297 x ave. P5,000/px =
      • Then Estimated Gross Income = P 2.8 Billion
    • 5 Steps for Part 2 (Marketing Mix & Strategy)
      • Product
      • Price
      • Promo
      • Place
      • Generic Winning Strategy of Mix
    • PRODUCT
      • 2° Level Hospital with some 3º Level capabilities
        • 50 Bed Capacity
        • 2 OR’s & 2 DR’s
        • ER / OPD
        • ICU
    • PRODUCT
        • CT Scan, Mammogram, X-ray, & Ultrasound with 4D capabilities
        • Pharmacy accessible to the public
        • 24-hour Laboratory
        • Friendly, Family-oriented Doctors & Health Care Professionals with Perpetualite and Christian values
    • PRICE
      • Competitive yet affordable rates and packages which are acceptable to our clients
    • PROMO
      • Incorporates Corporate Social Responsibility Activities into Marketing Strategy
      • Offer big benefits to employees
    • PROMO
      • Offers packages for:
        • Pre-employment
        • Annual Physical Examinations
        • Drug Testing
        • Maternity & Newborn Packages
        • Cataract Packages
        • Executive Check-up Packages
        • Women’s Health Center
    • PLACE
      • Located in Poblacion: Montemayor St., Malasiqui, Pangasinan
      • Adjacent to Perpetual Help College of Pangasinan
      • Along the main roads of Malasiqui-Dagupan route
      • Accessible to Public Utility Vehicles
    • PLACE
      • REGION I
      • Health is a priority
      • Government spends 4% of its GDP on health; higher than national gov’t of 3.5%
      • Pangasinan leads fight against TB and has created partnerships with private sector
    • WINNING STRATEGY
      • UPH-DJGTH uses NICHE approach
        • All hospitals can offer the same services
        • Not all hospitals in Pangasinan offer competitive yet affordable prices
    • Positioning to Primary Target Market Part 1: Steps 1 to 5
    • DOCTORS & PATIENTS ARE UPH-DJGTH PTM
      • Demographics
        • All ages, M/F, social class (some A, majority B & C)
      • Lifestyle
        • Studying, working, or retired
      • Behavior
        • Utilization of facilities during illness and health maintenance
    • PHILIPPINE DEMOGRAPHY
      • Population = predominantly young
      • 0-14 y.o. = 33.8%
      • 65 yrs & above = 4.4%
      • Males = females
      • Crude birth rate = 20.5/1000 popn
      • Crude death rate = 4.8/1000 popn
      • Life expectancy for both sexes is 67 years
        • males = 64 yrs
        • females = 70 yrs
      • Arroyo Watch: Sun.Star blog on President Arroyo
      • Wednesday, July 16, 2008
      • Pangasinan Population Soars
      • DAGUPAN CITY -- The province's population increased by 211,279 from year 2000 to 2007. It remains to be the most populous province in the Ilocos Region.
      • Records of the National Statistics Office (NSO) showed that the 2,434,086 population of Pangasinan in the year 2000 soared to 2,645,395 in August 2007 .
      • Among the 48 cities and municipalities in Pangasinan, Dagupan City still recorded the highest population with 149,554 followed by Malasiqui with 122,820 ; Urdaneta City (120,785); and Bayambang (103,145).
    • I want to be healthy. I am more confident in going to the hospital.
    • 2. My PTM’s NWE
      • Doctors need their Patients…
        • To be healthy after receiving health care
        • Prevent illness
        • Promote well-being
        • (Physiologic)
    • 2. My PTM’s NWE
      • Doctors & Patients choose UPH-DJGTH because of…
        • PERPETUAL BRAND
        • Nice ambiance
        • Friendly staff who are “Dedicated to Life”
        • Affordable packages & prices
        • Credibility & awareness of company
        • PHA approval
    • 2. My PTM’s NWE
      • Patients expect UPH-DJGTH to have…
        • Complete facilities
        • Quality health care
        • True service
        • MORE CONFIDENCE
        • to utilize hospital facilities when ill or seeking wellness.
    • 3a. UPH-DJGTH has many formidable competitors
      • Direct: MALASIQUI MUNICIPAL HOSPITAL , ER Hospital
      • Indirect: Tertiary Hospitals in surrounding areas with more services
      • Variables:
        • Hospital’s length of service
        • Price & packaging
        • Availability of different services offered
        • Convenience of location
        • Accessibility to health care services
        • Perpetual Brand
    • 3b. Competitive Position Map
      • Since 1973, Perpetual Help Hospital of Pangasinan had already established its name in the community as a good health provider.
    • UPH-DJGT HOSPITAL is #1 in Niche: Mid-priced Services vs. Hospital Level UPH DJGTH MMH ERH VILLAFLOR TRAUMA BDH Price vs. Level of Hospital LEVEL 1 LEVEL 2 LEVEL 3 High- price Low- Price
    • 4. UPH-DJGTH positions strongly in a niche market opportunity
      • UPH-DJGTH is the only hospital…
      • That gives quality health care services at an affordable price
      • For doctors & patients of all ages
      • Who want to be healthy
      • After experiencing the BEST quality health care
    • 4. UPH-DJGTH positions strongly in a niche market opportunity
      • No brand has a similar position
      • Others focus on
        • High profit
        • Big savings
        • Less services
    • 5a. Estimate the market size using competitor data
      • 1. vs. known Industry size comparisons - Few secondary hospitals with tertiary capabilities
      • 2. vs. 1-1 suppliers - Medical suppliers and construction suppliers share information
    • 5a. Estimate the market size using competitor data
      • 3. Visual Observation
      • - Gov’t hospitals are highly utilized
      • - Class A & B patients prefer private hospitals
      • - Private hospitals are old & have no elevator
    • 5a. Estimate the market size using competitor data
      • 4. Pirating Personnel
      • - Hiring of staff from other hospitals will key us in on needs of patients & doctors
      • 5. “Share of Shelf”
      • - size of the market demand can be derived from stocks maintained by nearby hospitals
    • The Marketing Mix Strategy Part 2: Steps 6 to 10
    • 6a. Hospital category is dominated by 5 major hospitals SACRED HEART PANGASINAN PROV’L HOSPITAL VILLAFLOR UPH-DJGTH NAZARETH
    • 6b. Product Description
      • UPH-DJGTH is a secondary hospital with a 50 bed capacity that is approved by the Philippine Hospital Association. Its services are….
      • There are 4 floors with a 2,542 square meter floor area.
      • CT Scan, Mammogram, X-ray, Ultrasound
    • 7. PRICE- UPHDJGTH is 30% premium priced in affordable packages
      • Will use responsibility accounting and prudent rate setting
      • Will be at par with other tertiary hospitals in Pangasinan
      • With aim of sustainability & maximizing profits in its niche
    • 8a. PROMO
      • Incorporates Corporate Social Responsibility Activities into Marketing Strategy
        • Medical Missions
        • Surgical Missions
        • Partnership with other Foundations
          • Bantay Bata 163
          • AY Foundation
          • JONELTA Manila Foundation
    • 8a. PROMO
      • Offers packages for:
        • Pre-employment
        • Annual Physical Examinations
        • Drug Testing
        • Maternity & Newborn Packages
        • Cataract Packages
        • Executive Check-up Packages
        • Women’s Health Center
    • 8b. Competitor promo
      • Other hospitals also offer discounts and promos during their anniversaries and upon opening of new areas and equipments
    • 9. UPH-DJGTMC is available in Northern, Central & Southern Luzon
        • Situated along major roads
        • In the center of a city or municipality
        • Near UPHS schools & banks
    • MALASIQUI
    • 10. UPH-DJGTH is a niche leader
      • UPH-DJGTH main strategy is to dominate the niche market of secondary hospitals
      • Has excellent, premium priced, quality health care services located nationwide.
    • SUMMARY
    • PTM & POSITIONING
      • UPH-DJGTH PTM are Doctors & Patients (children, elderly & ill)
      • Who want to be healthy
      • Can choose Dagupan or San Carlos.
      • Gap is all other brands focus on big savings & high profit
      • The market size is P 2.6 Million. UPHDJGT niche is P1 Million.
    • MARKETING MIX & STRATEGY
      • UPH-DJGTH is a Secondary Level Hospital with some Tertiary Level capabilities
      • Is 30% premium
      • Uses CSR activities (Medical Missions & JONELTA Foundation)
      • Is located nationwide
      • Uses a niche approach to win
    • 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com