Fueling A_B experiments with behavioral insights (1).pdf
Usp powerpoint manila health tek.pptx
1. Unique Selling Proposition
& Primary Target Market
Manila HealthTek Inc.
Group 4
Richard Christie, Charles Cruz
Grace Gutay, Roberto Maliwat
Jade Valdez
2. OUTLINE: USP and PTM
1. Chosen Brand: Manila HealthTek (MTek)
● History and background
● Primary Target Market
● Unique Selling Proposition
2. Competitor #1: Our Lady of Fatima (Antipolo) Hospital’s Unique Selling Proposition
3. Competitor #2: Marikina Valley Hospital’s Unique Selling Proposition
4. Changes in market the past 12 months and how to survive and remain competitive
5. Summary
3. • Founded and managed by highly-trained and multi-awarded Filipino scientists
• A private Research and Development company with a robust diagnostic technology
pipeline
• Develops and manufactures portable diagnostic kits for the diagnosis of selected
infectious diseases in the Philippines and in the region
History and Background
Gold awardees during the 46th
International Exhibition of Inventions
Geneva. 2018.
Recent FDA approved ASF Diagnostic kit.
4. • Provides timely diagnostic intervention through affordable, simple yet accurate
technologies
• Scale-up manufacturing and commercialization of an array of diagnostic kits in the
product pipeline provides an excellent opportunity to contribute to the macroeconomic
growth of the country.
History and Background
Award winning diagnostic kit to combat
dengue outbreaks within the Philippines.
Supplying free sample collection kits to
partners that use our COVID services.
33. • Manila HealthTek hired more than 118 employees
companywide.
• COVID rate - upto 26,238 new cases per day.
What significant changes have happened over the last year?
34. ● Nov 2020 and August 2021 - DOH lowered the price cap.
● Mtek drops pricing from 2,950 to 2,650 - August 2021
What significant changes have happened over the last year?
USP CHANGE:
Result: Move towards
lowest price of COVID
test in Marikina
35. ● Manila HealthTek opened:
• COVID-19 Laboratory - December 2020
• The Manila Swabbing center - June 2021
• Park and Swab station in Marikina - July 2021
• Mobile Swabbing van (Anigen) - November 2021
● Extended opening hours to 7:30PM - August 2021
● Started selling services via Klook in 2021
What significant changes have happened over the last year?
USP CHANGE:
Result: Became the most
convenient COVID testing
service in Marikina
36. ● November 2021 more than 270 COVID
testing facilities established
● March 2021 DOH begins distributing COVID
vaccines
--------------------------------------------------------------
● Opened customer service line operating
24/7 - December 2020
What significant changes have happened over the last year?
USP CHANGE:
Result: Became most responsive
37. 1. Access new technologies making the process easier
• Mtek is ready to release its SalivaFast Kit
2. Continue to remain the lowest price competitor
• Achievable - Only local manufacturer of diagnostic kits
3. Move into wider scope of diagnostic testing
• Accredited molecular laboratory, Mtek has the capability
How can Manila HealthTek remain competitive and survive?
Technology
USP
Service
Expansion
38. 4. Expand the marketing reach to other areas
• Approach HMO’s, OFW’s and Businesses for clients
5. Focus on brand loyalty
• Offer discounted rates to returning customers
How can Manila HealthTek remain competitive and survive?
New Market
Segmentation
Strengthen
Relationships
39. SUMMARY: USP and PTM
1. Chosen Brand: Manila HealthTek
● History and background
● Primary Target Market
● Unique Selling Proposition
2. Competitor #1: Our Lady of Fatima (Antipolo) Hospital’s Unique Selling Proposition
3. Competitor #2: Marikina Valley Hospital’s Unique Selling Proposition
4. Changes in market the past 12 months and how to survive and remain competitive
40. Unique Selling Proposition
& Primary Target Market
Manila HealthTek Inc.
Group 4
Richard Christie, Charles Cruz
Grace Gutay, Roberto Maliwat
Jade Valdez
