Fast Track Recovery and Wellness Clinic for Post-Cerebrovascular Incident Patients

1. 1
10 STEP
Marketing Plan for
Fast Track Recovery and
Wellness Clinic
Wong, Audren Allen T.
August, 2015
http://www.slideshare.net/AudrenWong

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. Fast Track Recovery and Wellness Clinic PTM are 30 -70
years old from AB and C social class and have disability
due to a cerebrovascular incident/ accident
2. Who want to get back to their normal level of function
3. Can choose government (POC) or private (TMC) hospital
rehabilitation centers, home therapy, and other private
physical therapy centers
4. Opportunity in providing optimized and specialized care
for the post-cerebrovascular incident patients
5. Market size is $29B. Fast Track Recovery and Wellness
Clinic niche is $10B
Steps 1 to 5
Summary headline of your
PTM and market
http://www.ibisworld.com/industry/physical-therapy-rehabilitation-centers.html

4. 6. Specializing in post-stroke therapy that is also
equipped with a doctor’s clinic for consultation
7. Price Matching, Fair pricing methods
8. Promotional methods/samples
9. Places: key areas such as New Manila, Quezon City’
Ortigas, Pasig City; Alabang
10. Use niche and differentiation strategy to win
Steps 6 to 10
Summary headline of the
marketing mix & strategy

5. 1. Describe the primary target
market (PTM)*
 30 -70 years old, Male and Female, social
class AB and C
 Have disability due to a cerebrovascular
incident/ accident
 Therapy as much as once every day, and
demand quality equipment, facilities and
consultations to decrease disability, improve
function and confidence in self.

6. 2. PTM’s need to a supportive
atmosphere and get back to their
normal level of activity
I am happy when I am at my best
I need a supportive atmosphere to help me
get back up on my feet
I need to be get back to my activities again

7. 2. PTM’s needs, wants &
demands
 Need:
 To get back to their regular level of activity (physiologic needs),
autonomy, self-esteem, belongingness.
 Wants:
 Clients prefer Fast Track Recovery and Wellness Clinic because it
provides consultations and monitoring as well as patient,
supportive and caring staff in addition to the state of the art
facilities and equipment necessary for the rehabilitation of post-
cerebrovascular incident patients
 Demands:
 Clients demand the best facilities and equipment, caring and
supportive atmosphere and timely consultation services for
optimal recovery
 Services competitively priced
 Patient safety ensured

8. 3. Direct and indirect
products that address my
PTM’s NWD
 Direct:
 POC rehabilitation, TMC rehabilitation, Body Central Physical
Therapy Clinic, Maritime Rehabilitation
 Indirect:
 Home-therapy, Home for the Aged
 Variables:
 Age, Severity of disability, Packaging, occasion of therapy,
fair price, accessibility, promise of caring and supportive
atmosphere and optimized therapy

9. 2x2 competitive position map
for rehabilitation centers
Socioecono
mic status/
Age Matrix
0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Middle to
High
Low/Charity
TMC
Price vs. Age Matrix
as of 2015
POC
Maritime Rehabilitation
Body Central
Fast Track

10. Benefit positioning vs Brand Matrix
as of 2014
Functional
Benefit
TMC
Rehabilitation
POC
rehabilitatio
n
Body Central
Physical Therapy
Maritime
Rehabilitation
and Physical
Therapy
Fast Track
Recovery and
Wellness Clinic
Low cost
Manual Therapy
Specific exercise
therapy
Improve mobility
Decrease pain
Increase Strength
and function
Get you back to
active life
Speech therapy
Personalized
therapeutic plan
Accessible consult
with an expert
Emergency
equipment ready

11. 4. Identify the gap between
customers and competition
Where is the marketing opportunity?
 Opportunity in providing optimized and specialized
care for the post-cerebrovascular incident patients
 Improve well-being while on therapy
What NWDs are not being addressed?
 Ease of accessibility (limited to key areas)
http://www.strokesocietyphil.org/files/2007.pdf

12. 5. Estimated market size
based on Statistics
Stroke is the Philippines' second leading cause of
death. It has a prevalence of 0·9%; ischemic
stroke comprises 70% while hemorrhagic stroke
comprises 30%. Age-adjusted hypertension
prevalence is 20·6%, diabetes 6·0%, dyslipidemia
72·0%, smoking 31%, and obesity 4·9%
Although two community-based studies have been
conducted to determine the prevalence of stroke in
the Philippines, the incidence has not been nationally
recorded to date. The prevalence ranged from
1·9% to 6·59%
http://www.ncbi.nlm.nih.gov/pubmed/24844610
as of 2014
as of 2012
http://www.ncbi.nlm.nih.gov/pubmed/22568853

13. 6. Product Description
Fast Track Recovery and Wellness Clinic provides consultations and
monitoring as well as patient, supportive and caring staff in addition to
the latest facilities and equipment necessary for the rehabilitation of
post-cerebrovascular incident patients
It is an accredited clinic and rehabilitation for the care of stroke patients
It provides services that includes, but is not limited to rehabilitation
(physical, occupational, speech therapy)
The facility is equipped with all the necessary equipment and personnel for
the care and rehabilitation of post-cerebrovascular incident patients
(emergency and otherwise)
http://jainmalkin.com/images/missing_imgs/resized_aug19/portfolio/Photo-2,-,-Rehab.jpg

14. 6. Product Description
The facility is tied up with other wellness centers and clinics
for referrals to ensure holistic and continuous care as
these patients usually have other comorbidities
Family meetings and counseling are available to discuss
treatment and rehabilitation plan and reassessment for
partnership and timely care for the patient
http://jainmalkin.com/images/missing_imgs/resized_aug19/portfolio/Photo-2,-,-Rehab.jpg

15. 7. Price
 Fair pricing strategy will be used- Prices will
be at par with most rehabilitation centers and
will be based on equipment usage and
personnel fees
 However, package deals and bundling of
rehabilitation services is also available at
discounted prices

16. 8a. Your products
Promotions
 Mass
 1. Public Relations
 2. Advertising
 Flyers and Billboards
 3. Events and
Experiences
 Conferences
 Recreational events
for patients
 Personal
 1. Word of Mouth
 Loyalty of customers
and their caregivers
 2. Interactive
Marketing
 Social media (e.g.
facebook, instagram,
twitter)

17. Fast Track Recovery and Wellness Clinic
Optimal Health Care Option
8. Samples of Promo

18. 8b. Competitor promo
Key Competitor:
TMC Rehabilitation Center
 uses internet and social media
 Host events such as cardiac rehabilitation
 Videos and photos
 Coordinated with clinics in the hospital

19. 9. Place
 Fast Track Recovery and Wellness
Center will be located in key areas only
 Since the center will be catering to the
middle to high social class, it will be
located around the area where people of
the social class frequent
 Key areas of consideration: New Manila,
Quezon City, Makati, Ortigas Pasig City,
Alabang

20. 10. What is the generic
winning strategy?
 Niche and Product Differentiation as the generic
winning strategy
 Focused on the optimization and recovery of post-
cerebrovascular event patients in a supportive environment
 Increasing autonomy and self-esteem for better recovery
 Facilities, equipment, programs, and exercises specialized for
these patients
 Partnership with patient and his/her family and caregivers
for optimal support

21. 21
SUMMARY

22. 1. Fast Track Recovery and Wellness Clinic PTM are 30 -70
years old from AB and C social class and have disability
due to a cerebrovascular incident/ accident
2. Who want to get back to their normal level of function
3. Can choose government (POC) or private (TMC) hospital
rehabilitation centers, home therapy, and other private
physical therapy centers
4. Opportunity in providing optimized and specialized care
for the post-cerebrovascular incident patients
5. Market size is $29B. Fast Track Recovery and Wellness
Clinic niche is $10B
Steps 1 to 5
Summary headline of your
PTM and market
http://www.ibisworld.com/industry/physical-therapy-rehabilitation-centers.html

23. 6. Specializing in post-stroke therapy that is also equipped
with a doctor’s clinic for consultation
7. Price Matching, Fair pricing methods
8. Promotional methods/samples
9. Places: key areas such as New Manila, Quezon City’
Ortigas, Pasig City; Alabang
10. Use niche and differentiation strategy to win
Steps 6 to 10
Summary headline of the
marketing mix & strategy