V88 USP template

1. Unique Selling Proposition
& Primary Target Market
For 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
● 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.

5. PRIMARY TARGET MARKET
PROFILE

6. Manila
Healthtek Inc:
PTM Profile -
active, mobile
people

7. Manila
Healthtek Inc:
PTM Profile -
age 20 - 50 year
olds

8. Manila
Healthtek Inc:
PTM Profile -
Social Class BCD

9. Manila
Healthtek Inc:
PTM Profile -
Geographic
population
Manila
Marikina area &
environs

10. Manila
Healthtek Inc:
PTM Profile -
working population

11. Manila
Healthtek Inc:
PTM Profile -
Traveler population
(in AirPort &
Seaports)

12. Manila
Healthtek Inc:
PTM Profile -
People who care
about not
spreading virus

13. UNIQUE SELLING
PROPOSITION OF
MANILA HEALTHTEK INC.

14. Unique Selling Proposition

15. Unique Selling Proposition
Convenience

16. Unique Selling Proposition
Responsive Social
Media and Web
Platform

17. •
Unique Selling Proposition

18. COMPETITORS

19. USP MARIKINA VALLEY MEDICAL CENTER .MVP GROUP OF CORPORATIONS

20. USP: One Stop Shop Testing and Treatment

21. USP: Geographical location

22. USP : One Stop Shop for Covid Testing and Treatment

23. USP: FUMC School Affiliation

24. USP: Geographical location

25. TIMELINE OVER 12 MONTHS AND
SURVIVAL STRATEGY

26. • Manila HealthTek hired more than 118 employees
companywide.
• Spiked COVID rate showing as many as 26,238 new active
cases per day.
What significant changes have happened over the last year?

27. • In Nov 2020 and August 2021, DOH lowered the price cap.
• Manila HealthTek opened:
• Its COVID-19 Laboratory in
December 2020
• The Manila Swabbing center in
June 2021
• Park and Swab station in Marikina in July 2021
• Mobile Swabbing van in November 2021 (Antigen)
• In March 2021 DOH begin distributing vaccines to the public
What significant changes have happened over the last year?

28. • By November 2021 more than 270 COVID
testing facilities have been established
• Mtek drops its pricing from 2,950 to 2,650
in August 2021
What significant changes have happened over the last year?

29. 1. Access new technologies that make the process easier
• Mtek is ready to release its SalivaFast Kit
2. Continue to remain the lowest price competitor
• Achievable as the only local manufacturer of diagnostic kits
3. Move into the wider market for diagnostic testing
• As an accredited molecular laboratory, Mtek has the
capability
How can Manila HealthTek remain competitive and survive?
Technology
USP
Service Expansion

30. 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?
Market Segment
Strengthen
Relationships

31. 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

32. Unique Selling Proposition
For Manila HealthTek Inc.
Group 4
Charles Cruz, Richard Christie,
Grace Gutay, Jade Valdez
and Roberto Maliwat