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  • 1. 10 Step Marketing Plan for The Philippine Heart Center Radiology Department
    Rianna Leigh Salazar
    ASMPH Class of 2012
    November 30, 2010
    11/30/2010
    1
    10 Step Marketing Plan for PHC Radiology
  • 2. 10 Step Marketing Plan
    Part 1: Primary Target Market, Positioning
    PTM
    NWE
    Competitors
    Gap
    3Cs
    Part 2: Marketing Mix and Strategy
    Product
    Price
    Promo
    Place
    Generic Winning Strategy of Mix
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    2
  • 3. 5 Steps for Part 1(PTM and Positioning)
    • The Filipino Heart Disease Patient
    • 4. Who wants to be cared for from the heart
    • 5. Can choose all other private and government hospitals and diagnostic laboratories
    • 6. Gap is delivering affordable and accessible healthcare
    • 7. Market size is Php 6.0 Billion or more.
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    3
  • 8. 5 Steps for Part 2(Marketing Mix and Strategy)
    • X-ray, Ultrasound, CT Scan, MRI diagnostic modalities in several Heart Packages
    • 9. Discounted for the Heart disease patient
    • 10. Uses Print Ads, Websites and flyers
    • 11. Distributed within hospitals, medical societies, and the world wide web
    • 12. Uses an accessible for everyone approach to win!
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    4
  • 13. Positioning to the primary target market
    Part 1: Steps 1 to 5
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    5
  • 14. 1: Primary Target Market is the Filipino Heart Disease Patient
    Demographics
    0-99 years old, M/F, Class A to D, from all the 7,107 islands of the Philippines
    with known/suspected Heart Disease
    Lifestyle
    Computer savvy and mass media heavy generation
    Behavior
    Going for the cheapest and easiest way of things
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    6
  • 15. 2: Filipino Heart Disease Patient’s Needs, Wants and Expectations
    Needs
    Physiological (physically fit and healthy)
    Safety (free from disease and worries)
    Wants
    Affordable, quality and total health care
    Expectations
    Accessible health care
    Delivered by the government
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    7
  • 16. 3: Competitors of PHC Radiology
    Direct
    Within area: NKTI, EAMC,
    Indirect
    Affordable: government hospitals, suboptimal diagnostic centers
    Reliable: private hospitals, state-of-the-art diagnositc centers
    Variables
    Referring physicians, HMOs, PhilHealth
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    8
  • 17. 3: Position Map
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    9
  • 18. 4: Gap is delivering affordable and accessible healthcare
    Philippine Heart Center offers Heart Packages
    Discounted and cheaper
    Grouped services
    Fit for heart disease patient
    Does not compromise quality
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    10
  • 19. 5: Market size more than P 6.0B
    Radiological Services in the Philippines
    P 6.2 B in 2009
    PHC Radiology Department Income
    P 64 M annually
    1% market share
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    11
  • 20. The marketing mix strategy
    Part 2: Step 6 to 10
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    12
  • 21. 6: Product Competition
    12/1/2010
    10 Step Marketing Plan for PHC Radiology
    13
  • 22. 6: Product Description
    Diagnostic modalities
    X-ray
    Ultrasound
    CT Scan
    MRI
    Special modalities for heart diagnostics and surgical procedures
    12/1/2010
    10 Step Marketing Plan for PHC Radiology
    14
  • 23. 7: Heart Packages of PHC
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    15
    *No similar packages in other hospitals yet.
  • 24. 8: Promotions
    Print Ads
    Posters, Banners to be placed around the hospital
    Journal or Magazine Ads
    Websites
    Improve on the existing website
    Show pictures of the Radiology Dept in official website
    Flyers
    To be given to doctors for distribution and display in clinics
    To be placed within the hospital for patient access
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    16
  • 25. 9: Place
    Within Hospital
    Medical Societies
    World Wide Web
    12/1/2010
    10 Step Marketing Plan for PHC Radiology
    17
  • 26. 10: Winning Strategy
    Uses an accessible for everyone approach to win!
    Low cost
    Good quality
    Optimal Health care for the Filipino Heart disease patient
    12/1/2010
    10 Step Marketing Plan for PHC Radiology
    18
  • 27. summary
    10 Step Marketing Plan
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    19
  • 28. 5 Steps for Part 1(PTM and Positioning)
    • The Filipino Heart Disease Patient
    • 29. Who wants to be cared for from the heart
    • 30. Can choose all other private and government hospitals and diagnostic laboratories
    • 31. Gap is delivering affordable and accessible healthcare
    • 32. Market size is Php 6.0 Billion or more.
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    20
  • 33. 5 Steps for Part 2(Marketing Mix and Strategy)
    • X-ray, Ultrasound, CT Scan, MRI diagnostic modalities in several Heart Packages
    • 34. Discounted for the Heart disease patient
    • 35. Uses Print Ads, Websites and flyers
    • 36. Distributed within hospitals, medical societies, and the world wide web
    • 37. Uses an accessible for everyone approach to win!
    11/30/2010
    10 Step Marketing Plan for PHC Radiology
    21
  • 38. 10 Step Marketing Plan for The Philippine Heart Center Radiology Department
    Rianna Leigh Salazar
    ASMPH Class of 2012
    November 30, 2010
    11/30/2010
    22
    10 Step Marketing Plan for PHC Radiology