Published on

Published in: Health & Medicine
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Identify your target (PTM) </li></ul><ul><li>What do they need? (NWE) </li></ul><ul><li>Who are their choices? (competitors) </li></ul><ul><li>Where is the opportunity? (gap) </li></ul><ul><li>How big is the market? (3Cs) </li></ul>
  3. 3. PRIMARY TARGET MARKET <ul><li>Doctors </li></ul><ul><li>Patients </li></ul><ul><ul><li>Children </li></ul></ul><ul><ul><li>Elderly </li></ul></ul><ul><ul><li>Ill patients </li></ul></ul>
  4. 4. NEEDS, WANTS & EXPECTATIONS <ul><li>Doctors want their patients to be healthy & feel: </li></ul><ul><ul><li>“ At home” </li></ul></ul><ul><ul><li>Comfortable </li></ul></ul><ul><ul><li>Relaxed </li></ul></ul><ul><ul><li>While experiencing the BEST quality health care </li></ul></ul>
  5. 6. COMPETITORS <ul><li>WITHIN MALASIQUI, PANGASINAN </li></ul><ul><ul><li>Malasiqui Municipal Hospital </li></ul></ul><ul><ul><li>ER Hospital </li></ul></ul><ul><li>SOUTH OF MALASIQUI </li></ul><ul><li>Bayambang, Pangasinan </li></ul><ul><ul><li>Bayambang District Hospital </li></ul></ul>
  6. 7. COMPETITORS <ul><li>NORTH OF MALASIQUI </li></ul><ul><li>Dagupan City, Pangasinan </li></ul><ul><ul><li>Region I Medical Center </li></ul></ul><ul><ul><li>Dagupan Doctors Villaflor Memorial Hospital </li></ul></ul><ul><ul><li>Specialist Group Hospital & Trauma Center </li></ul></ul><ul><ul><li>Nazareth General Hospital </li></ul></ul>
  7. 8. COMPETITORS <ul><li>EAST OF MALASIQUI </li></ul><ul><li>Urdaneta City, Pangasinan </li></ul><ul><ul><li>Holy Child General Hospital </li></ul></ul><ul><li>Villasis, Pangasinan </li></ul><ul><ul><li>Villasis Polymedic Hospital & Trauma Center </li></ul></ul>
  8. 9. COMPETITORS <ul><li>WEST OF MALASIQUI </li></ul><ul><li>San Carlos City, Pangasinan </li></ul><ul><ul><li>Pangasinan Provincial Hospital </li></ul></ul><ul><ul><li>Pangasinan Doctors Hospital </li></ul></ul><ul><ul><li>Blessed Family Doctors General Hospital </li></ul></ul><ul><ul><li>Virgen Milagrosa Medical Center </li></ul></ul>
  9. 10. OPPORTUNITY <ul><li>While some other hospitals focus on high profit and big savings by offering less services </li></ul><ul><li>UPH - Dr. Jose G. Tamayo Hospital focuses on high quality, family-oriented service by competent doctors and health care professionals </li></ul>
  10. 11. MARKET SIZE <ul><li>As of August 2007, population of Pangasinan is 2,645,395 million </li></ul><ul><li>UPHDJGTH niche is 1,122,969 million </li></ul><ul><ul><li>Dagupan City </li></ul></ul><ul><ul><li>Malasiqui - 125,633 (RHU I & II, 2005) </li></ul></ul><ul><ul><li>Urdaneta City </li></ul></ul><ul><ul><li>Bayambang </li></ul></ul>
  11. 12. MARKET SIZE <ul><li>If half of the population will utilize the hospital, </li></ul><ul><ul><li>10% - patients </li></ul></ul><ul><ul><li>112,297 x ave. P5,000/px = </li></ul></ul><ul><li>Then Estimated Gross Income = P 2.8 Billion </li></ul>
  12. 13. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promo </li></ul><ul><li>Place </li></ul><ul><li>Generic Winning Strategy of Mix </li></ul>
  13. 14. PRODUCT <ul><li>2° Level Hospital with some 3º Level capabilities </li></ul><ul><ul><li>50 Bed Capacity </li></ul></ul><ul><ul><li>2 OR’s & 2 DR’s </li></ul></ul><ul><ul><li>ER / OPD </li></ul></ul><ul><ul><li>ICU </li></ul></ul>
  14. 15. PRODUCT <ul><ul><li>CT Scan, Mammogram, X-ray, & Ultrasound with 4D capabilities </li></ul></ul><ul><ul><li>Pharmacy accessible to the public </li></ul></ul><ul><ul><li>24-hour Laboratory </li></ul></ul><ul><ul><li>Friendly, Family-oriented Doctors & Health Care Professionals with Perpetualite and Christian values </li></ul></ul>
  15. 16. PRICE <ul><li>Competitive yet affordable rates and packages which are acceptable to our clients </li></ul>
  16. 17. PROMO <ul><li>Incorporates Corporate Social Responsibility Activities into Marketing Strategy </li></ul><ul><li>Offer big benefits to employees </li></ul>
  17. 18. PROMO <ul><li>Offers packages for: </li></ul><ul><ul><li>Pre-employment </li></ul></ul><ul><ul><li>Annual Physical Examinations </li></ul></ul><ul><ul><li>Drug Testing </li></ul></ul><ul><ul><li>Maternity & Newborn Packages </li></ul></ul><ul><ul><li>Cataract Packages </li></ul></ul><ul><ul><li>Executive Check-up Packages </li></ul></ul><ul><ul><li>Women’s Health Center </li></ul></ul>
  18. 19. PLACE <ul><li>Located in Poblacion: Montemayor St., Malasiqui, Pangasinan </li></ul><ul><li>Adjacent to Perpetual Help College of Pangasinan </li></ul><ul><li>Along the main roads of Malasiqui-Dagupan route </li></ul><ul><li>Accessible to Public Utility Vehicles </li></ul>
  19. 20. PLACE <ul><li>REGION I </li></ul><ul><li>Health is a priority </li></ul><ul><li>Government spends 4% of its GDP on health; higher than national gov’t of 3.5% </li></ul><ul><li>Pangasinan leads fight against TB and has created partnerships with private sector </li></ul>
  20. 21. WINNING STRATEGY <ul><li>UPH-DJGTH uses NICHE approach </li></ul><ul><ul><li>All hospitals can offer the same services </li></ul></ul><ul><ul><li>Not all hospitals in Pangasinan offer competitive yet affordable prices </li></ul></ul>
  21. 22. Positioning to Primary Target Market Part 1: Steps 1 to 5
  22. 23. DOCTORS & PATIENTS ARE UPH-DJGTH PTM <ul><li>Demographics </li></ul><ul><ul><li>All ages, M/F, social class (some A, majority B & C) </li></ul></ul><ul><li>Lifestyle </li></ul><ul><ul><li>Studying, working, or retired </li></ul></ul><ul><li>Behavior </li></ul><ul><ul><li>Utilization of facilities during illness and health maintenance </li></ul></ul>
  23. 24. PHILIPPINE DEMOGRAPHY <ul><li>Population = predominantly young </li></ul><ul><li>0-14 y.o. = 33.8% </li></ul><ul><li>65 yrs & above = 4.4% </li></ul><ul><li>Males = females </li></ul><ul><li>Crude birth rate = 20.5/1000 popn </li></ul><ul><li>Crude death rate = 4.8/1000 popn </li></ul><ul><li>Life expectancy for both sexes is 67 years </li></ul><ul><ul><li>males = 64 yrs </li></ul></ul><ul><ul><li>females = 70 yrs </li></ul></ul>
  24. 25. <ul><li>Arroyo Watch: Sun.Star blog on President Arroyo </li></ul><ul><li>Wednesday, July 16, 2008 </li></ul><ul><li>Pangasinan Population Soars </li></ul><ul><li>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. </li></ul><ul><li>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 . </li></ul><ul><li>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). </li></ul>
  25. 26. I want to be healthy. I am more confident in going to the hospital.
  26. 27. 2. My PTM’s NWE <ul><li>Doctors need their Patients… </li></ul><ul><ul><li>To be healthy after receiving health care </li></ul></ul><ul><ul><li>Prevent illness </li></ul></ul><ul><ul><li>Promote well-being </li></ul></ul><ul><ul><li>(Physiologic) </li></ul></ul>
  27. 28. 2. My PTM’s NWE <ul><li>Doctors & Patients choose UPH-DJGTH because of… </li></ul><ul><ul><li>PERPETUAL BRAND </li></ul></ul><ul><ul><li>Nice ambiance </li></ul></ul><ul><ul><li>Friendly staff who are “Dedicated to Life” </li></ul></ul><ul><ul><li>Affordable packages & prices </li></ul></ul><ul><ul><li>Credibility & awareness of company </li></ul></ul><ul><ul><li>PHA approval </li></ul></ul>
  28. 29. 2. My PTM’s NWE <ul><li>Patients expect UPH-DJGTH to have… </li></ul><ul><ul><li>Complete facilities </li></ul></ul><ul><ul><li>Quality health care </li></ul></ul><ul><ul><li>True service </li></ul></ul><ul><ul><li>MORE CONFIDENCE </li></ul></ul><ul><ul><li>to utilize hospital facilities when ill or seeking wellness. </li></ul></ul>
  29. 30. 3a. UPH-DJGTH has many formidable competitors <ul><li>Direct: MALASIQUI MUNICIPAL HOSPITAL , ER Hospital </li></ul><ul><li>Indirect: Tertiary Hospitals in surrounding areas with more services </li></ul><ul><li>Variables: </li></ul><ul><ul><li>Hospital’s length of service </li></ul></ul><ul><ul><li>Price & packaging </li></ul></ul><ul><ul><li>Availability of different services offered </li></ul></ul><ul><ul><li>Convenience of location </li></ul></ul><ul><ul><li>Accessibility to health care services </li></ul></ul><ul><ul><li>Perpetual Brand </li></ul></ul>
  30. 31. 3b. Competitive Position Map <ul><li>Since 1973, Perpetual Help Hospital of Pangasinan had already established its name in the community as a good health provider. </li></ul>
  31. 32. 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
  32. 33. 4. UPH-DJGTH positions strongly in a niche market opportunity <ul><li>UPH-DJGTH is the only hospital… </li></ul><ul><li>That gives quality health care services at an affordable price </li></ul><ul><li>For doctors & patients of all ages </li></ul><ul><li>Who want to be healthy </li></ul><ul><li>After experiencing the BEST quality health care </li></ul>
  33. 34. 4. UPH-DJGTH positions strongly in a niche market opportunity <ul><li>No brand has a similar position </li></ul><ul><li>Others focus on </li></ul><ul><ul><li>High profit </li></ul></ul><ul><ul><li>Big savings </li></ul></ul><ul><ul><li>Less services </li></ul></ul>
  34. 35. 5a. Estimate the market size using competitor data <ul><li>1. vs. known Industry size comparisons - Few secondary hospitals with tertiary capabilities </li></ul><ul><li>2. vs. 1-1 suppliers - Medical suppliers and construction suppliers share information </li></ul>
  35. 36. 5a. Estimate the market size using competitor data <ul><li>3. Visual Observation </li></ul><ul><li>- Gov’t hospitals are highly utilized </li></ul><ul><li>- Class A & B patients prefer private hospitals </li></ul><ul><li>- Private hospitals are old & have no elevator </li></ul>
  36. 37. 5a. Estimate the market size using competitor data <ul><li>4. Pirating Personnel </li></ul><ul><li>- Hiring of staff from other hospitals will key us in on needs of patients & doctors </li></ul><ul><li>5. “Share of Shelf” </li></ul><ul><li>- size of the market demand can be derived from stocks maintained by nearby hospitals </li></ul>
  37. 38. The Marketing Mix Strategy Part 2: Steps 6 to 10
  38. 39. 6a. Hospital category is dominated by 5 major hospitals SACRED HEART PANGASINAN PROV’L HOSPITAL VILLAFLOR UPH-DJGTH NAZARETH
  39. 40. 6b. Product Description <ul><li>UPH-DJGTH is a secondary hospital with a 50 bed capacity that is approved by the Philippine Hospital Association. Its services are…. </li></ul><ul><li>There are 4 floors with a 2,542 square meter floor area. </li></ul><ul><li>CT Scan, Mammogram, X-ray, Ultrasound </li></ul>
  40. 41. 7. PRICE- UPHDJGTH is 30% premium priced in affordable packages <ul><li>Will use responsibility accounting and prudent rate setting </li></ul><ul><li>Will be at par with other tertiary hospitals in Pangasinan </li></ul><ul><li>With aim of sustainability & maximizing profits in its niche </li></ul>
  41. 42. 8a. PROMO <ul><li>Incorporates Corporate Social Responsibility Activities into Marketing Strategy </li></ul><ul><ul><li>Medical Missions </li></ul></ul><ul><ul><li>Surgical Missions </li></ul></ul><ul><ul><li>Partnership with other Foundations </li></ul></ul><ul><ul><ul><li>Bantay Bata 163 </li></ul></ul></ul><ul><ul><ul><li>AY Foundation </li></ul></ul></ul><ul><ul><ul><li>JONELTA Manila Foundation </li></ul></ul></ul>
  42. 43. 8a. PROMO <ul><li>Offers packages for: </li></ul><ul><ul><li>Pre-employment </li></ul></ul><ul><ul><li>Annual Physical Examinations </li></ul></ul><ul><ul><li>Drug Testing </li></ul></ul><ul><ul><li>Maternity & Newborn Packages </li></ul></ul><ul><ul><li>Cataract Packages </li></ul></ul><ul><ul><li>Executive Check-up Packages </li></ul></ul><ul><ul><li>Women’s Health Center </li></ul></ul>
  43. 44. 8b. Competitor promo <ul><li>Other hospitals also offer discounts and promos during their anniversaries and upon opening of new areas and equipments </li></ul>
  44. 45. 9. UPH-DJGTMC is available in Northern, Central & Southern Luzon <ul><ul><li>Situated along major roads </li></ul></ul><ul><ul><li>In the center of a city or municipality </li></ul></ul><ul><ul><li>Near UPHS schools & banks </li></ul></ul>
  45. 46. MALASIQUI
  46. 47. 10. UPH-DJGTH is a niche leader <ul><li>UPH-DJGTH main strategy is to dominate the niche market of secondary hospitals </li></ul><ul><li>Has excellent, premium priced, quality health care services located nationwide. </li></ul>
  47. 48. SUMMARY
  48. 49. PTM & POSITIONING <ul><li>UPH-DJGTH PTM are Doctors & Patients (children, elderly & ill) </li></ul><ul><li>Who want to be healthy </li></ul><ul><li>Can choose Dagupan or San Carlos. </li></ul><ul><li>Gap is all other brands focus on big savings & high profit </li></ul><ul><li>The market size is P 2.6 Million. UPHDJGT niche is P1 Million. </li></ul>
  49. 50. MARKETING MIX & STRATEGY <ul><li>UPH-DJGTH is a Secondary Level Hospital with some Tertiary Level capabilities </li></ul><ul><li>Is 30% premium </li></ul><ul><li>Uses CSR activities (Medical Missions & JONELTA Foundation) </li></ul><ul><li>Is located nationwide </li></ul><ul><li>Uses a niche approach to win </li></ul>
  50. 51. 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010