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10 step marketing plan tmc psych ward - Group

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  • Patients need To feel like they belong again in society To be cured Patients choose The Medical City Services, confidentiality, convenience Patients expect Proper treatment, good services
  • Patient’s Family need Help in taking care of their loved one Guidance on coping Patient’s Family choose Services, Confidentiality, Convenience Patient’s Family expect Proper care, Good Services
  • The marketing opportunity lies in the need for a psychiatric facility that offers not only quality medical services but it also goes beyond basic psychiatric set-up
  • Transcript

    • 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.  
    • 24. 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
    • 25. 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
    • 26. SUMMARY
    • 27. 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
    • 28. 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
    • 29. 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