Final project for our Marketing Management class in partial fulfilment of our MD-MBA degree.

1. 1
10 STEP
Marketing Plan for
Pediatric ICU and Rehabilitation
Center (PICU-RC)
Kamille Gabrielle G. Alvarado
August 2015

2. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

3. 1. Identified primary target market
2. Enumerating needs, wants, demands of the PTM
3. Introducing competition
4. Identifying market opportunities
5. Estimating market size based on Philippine
Statistics
Steps 1 to 5
Summary headline of your
PTM and market

4. 6. Product Description
7. Price
8. Promotional Strategies
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy

5. 1. Describe the primary target
market (PTM)*
 Children ages 0-18, male /
female
 Diagnosed with chronic or
life-threatening illnesses
 Middle – High Class
Families with good health-
seeking behavior and
continuously make use of
facilities
 Mostly
immunocompromised and
bed-ridden children

6. 2. PTM’s Needs
6
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
The children need a facility
that will ensure delivery of
efficient and effective
healthcare suited for their
conditions; while at the same
time boosting their and their
family’s morale by providing
them with leisure, play,
interaction, love, support, and
spiritual guidance from those
around them.

7. 2. PTM’s Wants & Demands
 Wants
 Accessible location and hassle-free parking
 Medical Staff are licensed and experienced
professionals
 Holistic availability of services
 Fair price
*Those in bold are most likely considered more important.

8. 2. PTM’s Demands
 Demands
 Location should be accessible to both north and south;
with sufficient parking space and well-conducted traffic
 Physicians should be screened thoroughly
prior to hiring
 Available psychological counseling,
rehabilitation therapists, and other forms of
recreational facilities as well as an option for
home care services
 Packages made available to families that are more
cost-effective
*Those in bold are most likely considered more important.

9. 3a. Direct and indirect
products that address my
PTM’s NWD
 Direct
 Other hospitals providing Pediatric ICUs and
Rehabilitation Centers for children
 Examples: PCMC, PCGH, The Medical City, St. Luke’s
Hospital
 Indirect
 Home Care Services
 Variables
 Price, Accessibility, Availability of services, and Brand

10. PICU-RC
3b. 2x2 Matrix
Price/
Accessib
ility
Matrix
Quezon
City,
Commonwe
alth,
Fairview
Pasig City,
Mandaluyo
ng, San
Juan
Makati
City,
Taguig,
Manila
Alabang,
Parañaque
Middle-
High
Social
Class
Charity /
Low Social
Class
PCMC
PCMC PCMC
PCMC
PGH
PGH
PGH
PGH
TMCTMC TMC
ST LUKES
ST LUKES
ST LUKESST LUKES
PICU-RC
PICU-RC

11. 4. Identify the gap between
customers and competition
 Every parent wants a PICU that will deliver quality
healthcare efficiently and effectively while at the
same time boost children’s morale and well-being as
they are being showed the same love, care, and
affection that their parents would should their own
children.
 Other PICUs might be meeting healthcare needs but
not all address fully the social needs; this is what will
be unique about this facility.

12. 5. Estimate the market size
using Philippine statistics
 Annually increasing rate of cancer in children by 30% in
the Philippines; majority of cases are admitted and treated
at pediatric centers.
 Top 10 causes of child mortality and morbidity in the
Philippines include malignancy, complicated pneumonia
and tuberculosis, and chronic heart diseases with
congenital heart anomalies; as well as recovery from
vehicular accidents.
 Statistics imply the need for both a pediatric ICU and
Rehabilitation Center; that caters to both the children and
their families.

13. 6. Product Description
 PICU-RC is an accredited facility that caters to
children diagnosed with life-threatening diseases.
 Apart from its impeccable roster of medical staff and
professionals and its complete supportive programs
and equipment, the facility aims to boost the child’s
morale by providing them with areas of recreation
such as indoor playgrounds, swimming pools, arts
and crafts room, library, etc.

14. 6. Product Description
 Rehabilitation and psychiatry services are also
provided for the child.
 Furthermore, the facility is tied up with NGOs such as
Make-A-Wish Foundation, with the goal of instilling
hope in these children’s lives.
 Lastly, family meetings and counseling sessions may
be conducted to ensure their support and partnership
throughout the treatment process.

15. 7. Price
 PICU-RC has available package deals for conditions that
are most common in the Philippines; these should be
more cost-effective for the families, and include
miscellaneous fees for the maintenance of other facilities.
 Furthermore, these package deals are customizable;
should the family decide not to avail of certain services.

16. 8a. Which of these modes
does your product use?
 Mass
 Advertising

Commercials on tv or
during movie
previews
 Events and
Experiences

Hosting wish grants
for children (Make-A-
Wish Foundation)
 Personal
 Interactive Marketing

Use of social media
such as facebook
page and instagram
 Word of Mouth

Gaining the loyalty of
customers

17. 8b. Competitor promo
 Key Competitor: PCMC
 Makes use of website and facebook page
 Word-Of-Mouth
 Hosts events such as fun runs, christmas parties, etc.
 Videos, Commercials, Photos

18. 8b. Competitor promo

19.  Since the PICU-RC plans to cater to both the north
and the south, and needs a location that has
relatively good and clean roads with sufficient parking
space, it will most likely be put up in the Fort.
9. Place

20.  Product Differentiation is the main winning strategy.
 Focusing on the holistic development of the children and
increasing self-esteem and well-being by bringing joy, hope,
and laughter to the children.
 Involvement of the family in the treatment process.
 Available and customizable package deals for cost-effective
usage of customers.
10. Generic Winning
Strategy

21. 21
SUMMARY

22. 1. Identified primary target market
2. Enumerating needs, wants, demands of the PTM
3. Introducing competition
4. Identifying market opportunities
5. Estimating market size based on Philippine
Statistics
Steps 1 to 5
Summary headline of your
PTM and market

23. 6. Product Description
7. Price
8. Promotional Strategies
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy