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Salazar 10 step marketing plan for phc radiology dept - nov 30 2010

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    Salazar   10 step marketing plan for phc radiology dept - nov 30 2010 Salazar 10 step marketing plan for phc radiology dept - nov 30 2010 Presentation Transcript

    • 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
    • 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
    • 5 Steps for Part 1(PTM and Positioning)
      • The Filipino Heart Disease Patient
      • Who wants to be cared for from the heart
      • Can choose all other private and government hospitals and diagnostic laboratories
      • Gap is delivering affordable and accessible healthcare
      • Market size is Php 6.0 Billion or more.
      11/30/2010
      10 Step Marketing Plan for PHC Radiology
      3
    • 5 Steps for Part 2(Marketing Mix and Strategy)
      • X-ray, Ultrasound, CT Scan, MRI diagnostic modalities in several Heart Packages
      • Discounted for the Heart disease patient
      • Uses Print Ads, Websites and flyers
      • Distributed within hospitals, medical societies, and the world wide web
      • Uses an accessible for everyone approach to win!
      11/30/2010
      10 Step Marketing Plan for PHC Radiology
      4
    • Positioning to the primary target market
      Part 1: Steps 1 to 5
      11/30/2010
      10 Step Marketing Plan for PHC Radiology
      5
    • 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
    • 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
    • 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
    • 3: Position Map
      11/30/2010
      10 Step Marketing Plan for PHC Radiology
      9
    • 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
    • 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
    • The marketing mix strategy
      Part 2: Step 6 to 10
      11/30/2010
      10 Step Marketing Plan for PHC Radiology
      12
    • 6: Product Competition
      12/1/2010
      10 Step Marketing Plan for PHC Radiology
      13
    • 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
    • 7: Heart Packages of PHC
      11/30/2010
      10 Step Marketing Plan for PHC Radiology
      15
      *No similar packages in other hospitals yet.
    • 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
    • 9: Place
      Within Hospital
      Medical Societies
      World Wide Web
      12/1/2010
      10 Step Marketing Plan for PHC Radiology
      17
    • 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
    • summary
      10 Step Marketing Plan
      11/30/2010
      10 Step Marketing Plan for PHC Radiology
      19
    • 5 Steps for Part 1(PTM and Positioning)
      • The Filipino Heart Disease Patient
      • Who wants to be cared for from the heart
      • Can choose all other private and government hospitals and diagnostic laboratories
      • Gap is delivering affordable and accessible healthcare
      • Market size is Php 6.0 Billion or more.
      11/30/2010
      10 Step Marketing Plan for PHC Radiology
      20
    • 5 Steps for Part 2(Marketing Mix and Strategy)
      • X-ray, Ultrasound, CT Scan, MRI diagnostic modalities in several Heart Packages
      • Discounted for the Heart disease patient
      • Uses Print Ads, Websites and flyers
      • Distributed within hospitals, medical societies, and the world wide web
      • Uses an accessible for everyone approach to win!
      11/30/2010
      10 Step Marketing Plan for PHC Radiology
      21
    • 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