Focus ss marketing plan

10 STEP
Marketing Plan for FOCUS:
4D Mom & Baby Ultrasound Center
Team Be_U_tful
Amy-Margie-Chan
Lily-Catriona-Chua
Nitz-Gloria-Mc De Pano
Shei-Pia-Demecillo
https://www.linkedin.com/in/first-ob-gyne-center-for-
ultrasound-focus-inc
February 29, 2020

This 10 Step Marketing Plan is
- mandatory requirement
- data included in this report are based on publicly
available data
Disclaimer

-data are “masked”
when appropriate
- the reports can be
posted on facebook
V78 private group,
if required
Disclaimer

FOCUS:
(First OB-Gyne Center for
Ultrasound & other
Services)

 1. How can FOCUS
reach the right
customers ?
 2. How can Focus
improve its products &
services to be better
than competition?
LEARNING OBJECTIVES / QUESTIONS:
FOCUS: Marketing Plan

 1. Background on
Focus
 2. Marketing Plan
 3. Recommendations
Outline:
FOCUS Marketing Plan

OUTLINE#1:
Background
2010 :
7 OB-Gyne
Better US
services for
their patients
FOCUS
1 US 4D machine
1 electronic fetal
monitor
2 employees
2015: 2 US machine
Added lab services
4 employees
2019: 3 US machines
5 employees; bought a
commercial lot

2010 : To be the first stand-alone
perinatal & gynecologic center in Tarlac
2020 :
Vision:… “leading”.... in 2025
Mission: To provide advanced US
procedures in OB & Gynecology, being
performed by certified & highly
trained OB-Gyn Sonologists
Outline#1
MISSION & VISION:

 1. Background on
Focus
 2. Marketing Plan
(10 steps)
 3. Recommendations
Outline:
FOCUS Marketing Plan

PTM:
- females
- 20 to 59 years old
- Class A, B, C
- Tarlac Province
Outline #2: Step 1
FOCUS : PTM

Outline #2: Step 2
FOCUS : NWD – females…
Who want to feel safe
during their pregnancy
Who want to feel secure
in the diagnosis of their
gynecologic problems

Step 2: PTM wants to have safe
delivery & / _______
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
Fulfillment as a woman
Safe delivery /”health”
Love / belonging

 PTM demands to have
 - accurate diagnosis and prompt
management of their OB-Gyne
concerns, done by C/HT OB-Gyne
sonologists
 - peace of mind
 - happy family life
Step 2: PTM have unique
needs, wants & demands

Outline #2: Step 3 – What are their
choices?
FOCUS : Competitors
3a. Direct Competitors
- St Claire
- TUC
3b. Indirect Competitors:
- CLDH
- RGH
- JMC
Focus TUC
St. Claire
CLDH RGH
JMC

 Variables: Value for money, accessibility,
brand promise of personal service of OB-Gyne
sonologists, shorter waiting time
3a. FOCUS has many
formidable competitors:

3b: Positioning Map of FOCUS
Map#1
JMC
St.
ClaireFOCUS
TUC
CLDH
RGH
SERVICE / PRICE
MATRIX
OB-Gyne Sonologists Radiologists
High Price
LOW Price

Functional
benefit
FOCUS St Claire TUC CLDH JMC RGH
BPS w/
NST
(+)/(+) (+)/(-) (+)/(-) (+)/(-) (+)/(-) (+)/(-)
OB
Doppler
(+) (+) (+) (-) (-) (-)
CAS (+) (+) (+) (-) (-) (-)
3D/4D (+) (+) (+) (-) (+) (-)
GYNE
Doppler
(+) (+) (+) (-) (-) (-)?
Map 2 - Functional Benefits

Functional
benefit
FOCUS St Claire TUC CLDH JMC RGH
BPS w/
NST
(+)/(+) (+)/(-) (+)/(-) (+)/(-) (+)/(-) (+)/(-)
OB
Doppler
(+) (+) (+) (-) (-) (-)
CAS (+) (+) (+) (-) (-) (-)
3D/4D (+) (+) (-) (-) (+) (-)
GYNE
Doppler
(+) (+) (+) (-) (-) (-)?
Prompt
results
5-10 min 15-20
min
15-20
min
20-30
min
1-2 hours 10-15
min
Map 2 FOCUS’ Niche is too crowded
so it strengthened its differentiators
OB-gyne
Sonologists (+)
At all times

4. Gap :
- Few ultrasonography centers
in Tarlac with 4D US &
specializing in OB- Gyne
diagnostic procedures
- Increased birth rate
- Increased gynecological
diseases
Step 4: Where is the
opportunity?

FOCUS is the only OB-
Gyne ultrasound center in
Tarlac :
- that gives value-added
benefits to its PTM
Step 4: FOCUS can position
strongly in a niche market
opportunity

- Complicated pregnancies
can be monitored by the
only perinatologist -
sonologist in Tarlac
Step 4: Value added benefits

- Highest resolution
- Give vital observations &
confers with referring OB-
Gyne specialists
Step 4: Value added benefits

 “Hello Baby, see you in 4D”
 The most beautiful pictures for parents to
see
 We serve, we care.
Step 4: “Positioning” –
brand identity

5. Market Size is
P56 M
Fair share of each
option is P9.3 M
Steps 5a:
Market Size based on
business judgement

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Steps 5a:
Market Size based on actual
Company & Competitors’ data

Market Efficiency of
Focus:
21%
Primary Target Market
79%
Penetrated market
FOCUS

Market Efficiency of the
whole Industry:
57%
Primary Target Market
43%
Penetrated market
FOCUS:38%
SC : 32%
TUC: 22%
CLDH: 3%
RGH:2.9%
JMC:2.1%

Steps 6a: PRODUCT :
FOCUS

Steps 6a: PRODUCT
D. Competitor: St. Claire

Steps 6a: PRODUCT
D. Competitor: TUC

Steps 6a: PRODUCT:
I. Competitor - CLDH

Steps 6a: PRODUCT:
I. Competitor: RGH

Steps 6a: PRODUCT:
I. Competitor - JMC


Steps 7: Price :
FOCUS Vs Competition
FOCUS SC TUC CLDH RGH JMC
Pelvic US 450 500 380 1,002 850 550
BPS NST 750 750 600 - 900 -
BPS no NST - - - 1,025 - 751
CAS 1,600 2,000 1,600 - - -
TVS 600 650 600 1,098 950 801
TRS 650 750 600 1,098 1,150 725
OB Doppler 1,500 1,800 1,500 - - -
Gyne
Doppler
1,500 - 1,200 - - -
3D 1,900 2,200 - - - -
4D 3,300 - 3,800 - - -


Steps 7: Price Conclusion –
Focus is 8 to 20% lower than St Claire
& 15 to 20% higher than TUC
FOCUS SC TUC CLDH RGH JMC
Pelvic US 100% 111% 85% 222% 188% 122%
BPS NST 100% 100% 80% - - -
CAS 100% 125% 100% - - -
TVS 100% 108% 100% 183% 158% 134%
TRS 100% 113% 93% - - -
OB Doppler 100% 120% 100% - - -
Gyne
Doppler
100% - 80% - - -
3D 100% 116% - - - -
4D 100% - 115% - - 61%

8a.
PROMOTION
1
2
3

PROMOTION
8a. sample of promo

PROMO: on Facebook
FOCUS (493 likes/443 visits)

PROMO: on Facebook
8b. Competitors
Saint Claire TUC JMC
(1,244 likes/2,094 visits) (48 like/72 visits) No post on
3D/4D ultrasound

PROMO:
Friendly Competitors
FOCUS Saint Claire

9. PLACE – service product
 Channel - non-portable US machine
 Coverage- one locality only
 Assortments – different procedures
 Location – single branch in the heart of
Tarlac City
 Inventory – no stock inventory on product
 Transport – accessible to public transport

9. PLACE – service product

 1. Differentiation –
personalized service done
by certified & HY OB- Gyne
sonologists ; perinatologist
 - value added benefits
Outline 2: Step 10
Generic winning strategy

 2. Niche
- young pregnant
- 20-29 years old
age group
Outline 2: Step 10
Generic winning strategy

 1. Product:
 Make every procedure
a personal experience
for the patient.
 Upgrade and add
electronic fetal monitor
Recommendations:

 2. Promotion:
 Advertising; promotion
packages during
company anniversary,
mother’s day;
interactive digital
platform (FB, website)
 HMOs Accreditation
Recommendations

 3. Place:
 Note: Bought a lot
that is more
accessible & nearer to
PTM
 Construct a new
building will house a
bigger, cozy,
comfortable center
Recommendations

 4. Price:
 - loyalty discounts
 - POS (credit cards)
 -HMOs
Recommendations

1. PTM: females, 20-59 yo,
ABC, Tarlac
2. Who want to feel safe in
their delivery & secure in
their diagnosis
3. Can choose Focus and its
5 competitors
Steps 1 to 5
Summary:

4. Gap is all other choices would
have the possibility of non-
OB sonologists on board
5. the market size is P57M;
FOCUS niche is P12M
Steps 1 to 5
Summary:

6. Focus has highest resolution
& procedures done by OB-
Gyne sonologists at all times
6. Is priced 8 to 20% less than
St. Claire but 15 to 20%
more than TUC
Steps 6 to 10
Summary

8. Promo – uses only one-on-
one personal promotion
word of mouth, PR,
9. Place – strategically located,
accessible, comfortable
10. Generic Winning Strategy of
Niche and Differentiation
Steps 6 to 10
Summary

Commercial

Focus ss marketing plan

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