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10 step marketing plan   tmc psych ward
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  • 1. 10 STEP Marketing Plan for TMC PSYCHIATRY WARD Christina C. Cabrera Ma. Victoria Carmela B. Dela Paz Kenneth Ross P. Javate Angeli Nicole J. Reinoso January 2011
  • 2. 5 Steps for Part 1: PTM and Positioning PTM are Families of the affluent psychiatrically-ill Who want their mentally ill relatives to receive the best possible care: Can choose from MMC, UST, Metropsych, Lifechange Gap is that most facilities focus on cost containment NSO statistics estimate 36,771 psychiatrically disabled
  • 3. 5 Steps for Part 2: Marketing Mix and Strategy The Medical City Psychiatry Unit Is 2-4x the price of lower-end units Inpatient services (Php 2,295/day) Can use better relationships with psychiatrists and internet Located in TMC, Ortigas Ave., Pasig City Uses a differentiation approach to win
  • 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 5. 1. PTM: Families of the affluent psychiatrically ill Demographics (25 up, M/F, social class AB, single/married) Lifestyle (affluent, prefers premium medical services) Behavior (open-minded to psych treatment, wants the best for their families)
  • 6. 2. NWE I want my loved one safe/well-cared for I want only the best medical care available
  • 7. 3. My PTM’s NWE Families of the affluent psychiatrically-ill Need to have peace of mind (safety) and prefer quality service (self-esteem) Choose TMC psych because of brand, expertise, quality facilities Expect peace of mind at having chosen the best possible site of care despite cost
  • 8. 3a. TMC Psych has several competitors Direct: Makati Medical Center , Metropsych, UST, Lifechange, East Avenue Medical Center Indirect: PGH , NCMH <Gov’t Psychiatric Facilities> Variables: Price, Facilities, Services, Location, Affiliated doctors, Security
  • 9. 3b. Medical City = MMC as premium psych facility TMC MMC UST Metropsy Lifechange Price/Quality Matrix Low-End Mid Range Premium High Price Low Price
  • 10. 3b. Medical City = MMC as premium psych facility TMC MMC UST Metropsy Lifechange Price/Quality Matrix Low-End Mid Range Premium High Price Low Price
  • 11. Positioning vs Brand Matrix TMC Psych Makati Med St. Luke’s MetroPsych Basic Services Security, Confidentiality Good Food Luxurious boarding Quality ancillary medical service
  • 12. 4. TMC Psych positions strongly in a differentiation opportunity TMC Psych has the advantage of being one of two high-end private psychiatric wards in the country TMC as a hospital has the current advantage of being a leader in terms of national and international standards TMC not only focuses on quality, but patient partnership Others focus on cost containment
  • 13. 5. 36,771 patients need psychiatric help Few published statistics Because of stigma, facilities are very protective of their list of admissions However, the National Statistics Office notes that 919,292 people are disabled in the country. Of these 4% are psychiatrically disabled = 36,771 patients needing psychiatric care
  • 14. 6a. Psychiatric facilities compete for market share DIRECT INDIRECT
  • 15. 6b. Product description The Medical City Psychiatry Ward is a psychiatric inpatient facility with a capacity of 30 beds (12 females, 18 males) . Manned by a competent team of resident psychiatrists, nurses, and occupational therapists, it provides a comprehensive milieu for recovery of the acutely mentally ill
  • 16. 6b. Product description Facilities: 2 separate wards for males and females, an isolation room, a dining area, a recreational area, an occupational therapy center, consultation and conference rooms All patients are well cared for with board and lodging in accordance with The Medical City’s high standards of hospitality and patient care
  • 17. 7. Price The Medical City = P2950/day MMC = P2000/day UST = P1100/day Metropsych/Lifechange= P580/day TMC is priced at par with MMC and around double/quadruple that of lower-end facilities which demonstrates a differentiation strategy
  • 18. 8. Promo Affiliate more top psychiatrists with TMC Psych Have TMC Psych featured in health related shows like “Salamat, Dok” Increase web presence by creating a website that is interactive and allows users to contact TMC for info
  • 19. 8b. Competitor promo In general, psychiatric facilities only advertise via websites
  • 20. 8b. Competitor promo In general, psychiatric facilities only advertise via websites
  • 21. 8b. Competitor promo In general, psychiatric facilities only advertise via websites
  • 22. 8b. Competitor promo But this is better than TMC Psych’s website, which is broken
  • 23. 9. Location: TMC, Ortigas Ave., Pasig City Benefits Affluent catchment area (Corinthians, Valle Verde) Proximity to a business district (Ortigas) and central location Within a JCI-accredited institution
  • 24. 10. TMC Psych uses a differentiation strategy TMC Psych’s main strategy is to dominate the market of psychiatric inpatients who are affluent and can pay from premium services It benefits from the differentiation strategy of quality being pioneered by TMC in general Has an excellent, premium priced, excellent facility in an ideal location
  • 25. SUMMARY
  • 26. 5 Steps for Part 1: PTM and Positioning PTM are Families of the affluent psychiatrically-ill Who want their mentally ill relatives to receive the best possible care: Can choose from MMC, UST, Metropsych, Lifechange Gap is that most facilities focus on cost containment NSO statistics estimate 36,771 psychiatrically disabled
  • 27. 5 Steps for Part 2: Marketing Mix and Strategy The Medical City Psychiatry Unit Is 2-4x the price of lower-end units Can use better relationships with psychiatrists and internet Located in TMC, Ortigas Ave., Pasig City Uses a differentiation approach to win
  • 28. 10 STEP Marketing Plan for TMC PSYCHIATRY WARD Christina C. Cabrera Ma. Victoria Carmela B. Dela Paz Kenneth Ross P. Javate Angeli Nicole J. Reinoso January 2011