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Delapaz psych tmc - 10 step marketing plan

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Delapaz   psych tmc - 10 step marketing plan Delapaz psych tmc - 10 step marketing plan Presentation Transcript

  • 10 STEP Marketing Plan for TMC Psychiatry Department Ma. Victoria Carmela B. dela Paz
  • 5 Steps for Part 1 (PTM and Positioning)
    • Families with loved ones with Psychiatric disabilities
    • Who need help, who feel lost
    • Other Psychiatric institutes
    • The gap are the lack of services and bed spaces being offered by the institution
    • The Psychiatry department is a major part of the hospitals function.
  • 5 Steps for Part 2 (Marketing Mix and Strategy)
    • Psychiatry department with more bed and more services (e.g. Autism, Group Psychotherapy center)
    • Inpatient services (Php 2,295/day)
    • Outpatient services (at minimum cost)
    • On the Hospitals websites, Brochures
    • All over metro manila
    • Niche marketing
  • PART 1: STEPS 1 TO 5
    • Positioning to the Primary Target Market
  • 1. My Primary target market (PTM) is…
    • All those with Psychiatric disorders
    • With families who can and are willing to pay for the services
    • Those patients with families willing to send them to treatment as often as needed (2-3x a week)
  • 2. My PTM’s NWE
    • 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
  • 2. My PTM’s NWE
    • 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
  • 3a. Direct and Indirect Products that address my PTM’s NWE
    • Direct: St. Lukes, East Avenue Medical Center
    • Indirect: Rehabilitation centers
    • Variables: Price, Location, Affiliated Doctors, Occupancy
  • 3b. Competitive Position Map
    • Location vs. Availability (Occupancy)
    • Doctors vs Services offered
  • 4. Identify the gap between customers and competition
    • TMC Psychiatry Department
      • Good line up of Doctors and Trained Residents
    • Increase in the demand, not enough space
    • More services and better packages
  • 5a. Estimate the market size using competitor data
    • There is not enough data to show much of the total Hospital profits comes from the Psychiatry department
  • 5b. Estimate the market size using company data
    • Bases on the census of the department, they are currently at full capacity (30 beds)
    • They have about 3 ER calls a day with about 1 admission every other day.
  • PART 2: STEPS 6 TO 10
    • The Marketing Mix Strategy
  • 6a. TMC Psychiatry Department
  • 6b. Product Description
    • The Psychiatry department of the Medical city has a 30 bed capacity (12 females, 18 males)
    • They offer treatments such as ECT, Cognitive Behavioral therapy and Counseling
    • They are equipped with staff and well trained Residents
  • 7. Price
    • Consultation fee: 2,500-5,000/hour
    • Room (Psych ward): Php2,295/day without medications
  • 8. Promo
    • Include a psychiatric evaluation with the Executive check up promo
    • Put services on the website of the hospital
  •  
  • Competitors Promo: None
  • 9. Place
    • These services are available at the Medical City serving people all across Metro Manila
  • 10. Niche
    • Medical City is one the Premiers of delivery health Services.
    • The Department is composed of the Top Psychiatrist in their Field of Medicine.
  • SUMMARY
  • 5 Steps for Part 1 (PTM and Positioning)
    • Families with loved ones with Psychiatric disabilities
    • Who need help, who feel lost
    • Other Psychiatric institutes
    • The gap are the lack of services and bed spaces being offered by the institution
    • The Psychiatry department is a major part of the hospitals function.
  • 5 Steps for Part 2 (Marketing Mix and Strategy)
    • Psychiatry department with more bed and more services (e.g. Autism, Group Psychotherapy center)
    • Inpatient services (Php 2,295/day)
    • Outpatient services (at minimum cost)
    • On the Hospitals websites, Brochures
    • All over metro manila
    • Niche marketing
  • THANK YOU!