Your SlideShare is downloading. ×
0
10 Step Marketing Plan for
The Philippine Heart Center
Radiology Department
Rianna Leigh Salazar
ASMPH Class of 2012
Novem...
10 Step Marketing Plan
Part 1: Primary Target
Market, Positioning
1. PTM
2. NWE
3. Competitors
4. Gap
5. 3Cs
Part 2: Marke...
5 Steps for Part 1
(PTM and Positioning)
 The Filipino Heart Disease Patient
 Who wants to be cared for from the heart
...
5 Steps for Part 2
(Marketing Mix and Strategy)
 X-ray, Ultrasound, CT Scan, MRI diagnostic
modalities in several Heart P...
POSITIONING TO THE PRIMARY
TARGET MARKET
Part 1: Steps 1 to 5
1/30/2015 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 al...
2: Filipino Heart Disease Patient’s
Needs, Wants and Expectations
• Needs
– Physiological (physically fit and healthy)
– S...
3: Competitors of PHC Radiology
• Direct
– Within area: NKTI, EAMC,
• Indirect
– Affordable: government hospitals, subopti...
3: Position Map
Price vs
Quality
High Quality Low Quality
High Price TMC, SLMC,
AHMC
Secondary
Hospitals
Low Price NKTI, P...
4: Gap is delivering affordable and
accessible healthcare
• Philippine Heart Center offers Heart Packages
– Discounted and...
5: Market size more than P 6.0B
• Radiological Services in the Philippines
– P 6.2 B in 2009
• PHC Radiology Department In...
THE MARKETING MIX STRATEGY
Part 2: Step 6 to 10
1/30/2015 10 Step Marketing Plan for PHC Radiology 12
6: Product Competition
1/30/2015 10 Step Marketing Plan for PHC Radiology 13
6: Product Description
• Diagnostic modalities
– X-ray
– Ultrasound
– CT Scan
– MRI
• Special modalities for heart diagnos...
7: Heart Packages of PHC
1/30/2015 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
– Impro...
9: Place
• Within Hospital
• Medical Societies
• World Wide Web
1/30/2015 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 fo...
SUMMARY
10 Step Marketing Plan
1/30/2015 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
...
5 Steps for Part 2
(Marketing Mix and Strategy)
 X-ray, Ultrasound, CT Scan, MRI diagnostic
modalities in several Heart P...
10 Step Marketing Plan for
The Philippine Heart Center
Radiology Department
Rianna Leigh Salazar
ASMPH Class of 2012
Novem...
Upcoming SlideShare
Loading in...5
×

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

834

Published on

Published in: Health & Medicine, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
834
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. 10 Step Marketing Plan for The Philippine Heart Center Radiology Department Rianna Leigh Salazar ASMPH Class of 2012 November 30, 2010 1/30/2015 110 Step Marketing Plan for PHC Radiology
  2. 2. 10 Step Marketing Plan Part 1: Primary Target Market, Positioning 1. PTM 2. NWE 3. Competitors 4. Gap 5. 3Cs Part 2: Marketing Mix and Strategy 6. Product 7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix 1/30/2015 10 Step Marketing Plan for PHC Radiology 2
  3. 3. 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. 1/30/2015 10 Step Marketing Plan for PHC Radiology 3
  4. 4. 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! 1/30/2015 10 Step Marketing Plan for PHC Radiology 4
  5. 5. POSITIONING TO THE PRIMARY TARGET MARKET Part 1: Steps 1 to 5 1/30/2015 10 Step Marketing Plan for PHC Radiology 5
  6. 6. 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 1/30/2015 10 Step Marketing Plan for PHC Radiology 6
  7. 7. 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 1/30/2015 10 Step Marketing Plan for PHC Radiology 7
  8. 8. 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 1/30/2015 10 Step Marketing Plan for PHC Radiology 8
  9. 9. 3: Position Map Price vs Quality High Quality Low Quality High Price TMC, SLMC, AHMC Secondary Hospitals Low Price NKTI, PHC Diagnostic Labs 1/30/2015 10 Step Marketing Plan for PHC Radiology 9
  10. 10. 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 1/30/2015 10 Step Marketing Plan for PHC Radiology 10
  11. 11. 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 1/30/2015 10 Step Marketing Plan for PHC Radiology 11
  12. 12. THE MARKETING MIX STRATEGY Part 2: Step 6 to 10 1/30/2015 10 Step Marketing Plan for PHC Radiology 12
  13. 13. 6: Product Competition 1/30/2015 10 Step Marketing Plan for PHC Radiology 13
  14. 14. 6: Product Description • Diagnostic modalities – X-ray – Ultrasound – CT Scan – MRI • Special modalities for heart diagnostics and surgical procedures 1/30/2015 10 Step Marketing Plan for PHC Radiology 14
  15. 15. 7: Heart Packages of PHC 1/30/2015 10 Step Marketing Plan for PHC Radiology 15 *No similar packages in other hospitals yet.
  16. 16. 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 1/30/2015 10 Step Marketing Plan for PHC Radiology 16
  17. 17. 9: Place • Within Hospital • Medical Societies • World Wide Web 1/30/2015 10 Step Marketing Plan for PHC Radiology 17
  18. 18. 10: Winning Strategy • Uses an accessible for everyone approach to win! – Low cost – Good quality – Optimal Health care for the Filipino Heart disease patient 1/30/2015 10 Step Marketing Plan for PHC Radiology 18
  19. 19. SUMMARY 10 Step Marketing Plan 1/30/2015 10 Step Marketing Plan for PHC Radiology 19
  20. 20. 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. 1/30/2015 10 Step Marketing Plan for PHC Radiology 20
  21. 21. 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! 1/30/2015 10 Step Marketing Plan for PHC Radiology 21
  22. 22. 10 Step Marketing Plan for The Philippine Heart Center Radiology Department Rianna Leigh Salazar ASMPH Class of 2012 November 30, 2010 1/30/2015 2210 Step Marketing Plan for PHC Radiology
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×