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

  • 1. 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com
  • 2. 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)
  • 3. PRIMARY TARGET MARKET
    • Doctors
    • Patients
      • Children
      • Elderly
      • Ill patients
  • 4. NEEDS, WANTS & EXPECTATIONS
    • Doctors want their patients to be healthy & feel:
      • “ At home”
      • Comfortable
      • Relaxed
      • While experiencing the BEST quality health care
  • 5.  
  • 6. COMPETITORS
    • WITHIN MALASIQUI, PANGASINAN
      • Malasiqui Municipal Hospital
      • ER Hospital
    • SOUTH OF MALASIQUI
    • Bayambang, Pangasinan
      • Bayambang District Hospital
  • 7. COMPETITORS
    • NORTH OF MALASIQUI
    • Dagupan City, Pangasinan
      • Region I Medical Center
      • Dagupan Doctors Villaflor Memorial Hospital
      • Specialist Group Hospital & Trauma Center
      • Nazareth General Hospital
  • 8. COMPETITORS
    • EAST OF MALASIQUI
    • Urdaneta City, Pangasinan
      • Holy Child General Hospital
    • Villasis, Pangasinan
      • Villasis Polymedic Hospital & Trauma Center
  • 9. COMPETITORS
    • WEST OF MALASIQUI
    • San Carlos City, Pangasinan
      • Pangasinan Provincial Hospital
      • Pangasinan Doctors Hospital
      • Blessed Family Doctors General Hospital
      • Virgen Milagrosa Medical Center
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 5 Steps for Part 2 (Marketing Mix & Strategy)
    • Product
    • Price
    • Promo
    • Place
    • Generic Winning Strategy of Mix
  • 14. PRODUCT
    • 2° Level Hospital with some 3º Level capabilities
      • 50 Bed Capacity
      • 2 OR’s & 2 DR’s
      • ER / OPD
      • ICU
  • 15. 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
  • 16. PRICE
    • Competitive yet affordable rates and packages which are acceptable to our clients
  • 17. PROMO
    • Incorporates Corporate Social Responsibility Activities into Marketing Strategy
    • Offer big benefits to employees
  • 18. PROMO
    • Offers packages for:
      • Pre-employment
      • Annual Physical Examinations
      • Drug Testing
      • Maternity & Newborn Packages
      • Cataract Packages
      • Executive Check-up Packages
      • Women’s Health Center
  • 19. 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
  • 20. 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
  • 21. WINNING STRATEGY
    • UPH-DJGTH uses NICHE approach
      • All hospitals can offer the same services
      • Not all hospitals in Pangasinan offer competitive yet affordable prices
  • 22. Positioning to Primary Target Market Part 1: Steps 1 to 5
  • 23. 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
  • 24. 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
  • 25.
    • 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).
  • 26. I want to be healthy. I am more confident in going to the hospital.
  • 27. 2. My PTM’s NWE
    • Doctors need their Patients…
      • To be healthy after receiving health care
      • Prevent illness
      • Promote well-being
      • (Physiologic)
  • 28. 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
  • 29. 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.
  • 30. 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
  • 31. 3b. Competitive Position Map
    • Since 1973, Perpetual Help Hospital of Pangasinan had already established its name in the community as a good health provider.
  • 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 39. 6a. Hospital category is dominated by 5 major hospitals SACRED HEART PANGASINAN PROV’L HOSPITAL VILLAFLOR UPH-DJGTH NAZARETH
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. 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
  • 44. 8b. Competitor promo
    • Other hospitals also offer discounts and promos during their anniversaries and upon opening of new areas and equipments
  • 45. 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
  • 46. MALASIQUI
  • 47. 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.
  • 48. SUMMARY
  • 49. 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.
  • 50. 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
  • 51. 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com