10 Step Marketing Plan

1. The 10 Step Marketing Plan
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
2011 Edition
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.

2. 2
10 STEP
Marketing Plan for
MetroHealth: Diagnostic Clinic
and Wellness Center
Margarita M. Benipayo
August 2015

3. 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

4. 1. PTM: Health Conscious and aware, class B-C
individuals, from Metro Manila
2. Who want to improve their health status, and health
seeking behavior.
3. They can choose between other independent
Diagnostic Clinics, or Tertiary Hospitals.
METRO HEALTH:
The Power to Make Smart Choices

5. 4. The gap is in enabling Class B-C groups to have
information concerning health, and having an
avenue to practice good health-related
behaviors, and an appropriate referral center.
5. Medical Diagnostic Market in the Philippines is
$41 billion; Medical Tourism grosses about
$2billion a year
METRO HEALTH:
The Power to Make Smart Choices

6. 6. Product
a. Diagnostic Clinic
b. Wellness Center (included
homeopathic medicine, recreational
activities)
c. Referral Center
6. Price
a. Price Matching focused on B-C class
b. Affiliated with private HMOs and
PhilHealth Accredited
Steps 6 to 10
Summary headline of the
marketing mix & strategy

7. 6. Promo
a. Radio Advertisments, word of mouth
b. Affiliation to Referral Hospitals, or
Private Clinics
6. Place: Ortigas, Makati Business
Center, Alabang, Taguig
7. Niche marketing geared toward PTM,
and differentiation through observing
local ‘health trends’
Steps 6 to 10
Summary headline of the
marketing mix & strategy

8. 1. The Primary Target Market
 Demographics
 Class B-C
 18-40-years old
 Lifestyle Working class
 Health conscious
 Behavior
 Interested in exercise, developing good nutritional habits
 Shows concern for health status, and willing to learn when to
refer to a tertiary health center

9. 2. PTM’s needs, wants &
demands
Needs
 To attain a state of health which the client is happy with
Wants
 State of the art facilities, and equipment both for medical and
recreational purposes
 Licensed, and well credited staff members, and affiliated health
personel
 Location is convenient for working age group
Demands
 A versatile space that allows both medical and recreational needs
to be met
 A fast referral unit from diagnostic center straight to affiliated
hospitals, or hospitals of choice

10. A conducive and supportive avenue to
practice health-related behavior
“I am happy and content
With my present overall
health status”
“Are there establishments that can
identify my present health status?
Besides providing this information,
What are the other amenities it
can provide?”

11. 3a. Direct and indirect
products
Direct
TMC Wellness Center, St. Luke’s Health and Wellness
Center
Indirect
Patient’s self-directed health behaviors, independent
diagnostic/wellness clinics, recreation centers
Other Variables
Location, pricing of health packages, listing of affiliated
health services, patient preference

12. 2x2 competitive Position Map
for Wellness Centers (
0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
High
price
Low
Price
St. Lukes
TMC

13. Benefit Positioning vs. Brand
Matrix
as of 2011
METRO HEALTH ST. Luke’s
Health and
Wellness
TMC Wellness
and Aesthetics
Diagnostic Services   
Women’s Wellness   
Dermatologic
Clinics
  
Orthodontic
services

Specialty Clinics  
Recreation facilities
(Gym, yoga
classes)

Tertiary Hospital
Services
 

14. 4. The Gap
Marketing opportunity
 Holistic health care, not just in terms of infirmity
 Provides avenue of out patient health care outside a
hospital setting
NWDs being Addressed
 Convenient avenue to improve health behavior
Unique selling Proposition

15. 4. The gap
Unique selling Proposition
 Not just a simple diagnostic, and wellness clinic, but
also includes recreational facilities that cater to
improving wellbeing such as exercise facilities
 Catered for the convenience of the working class
 A wellness center set outside the hospital setting
 Able to create appropriate referrals when a clinical
case is identified

16. 5a. Market size
1. Market Share for Independent Diagnostic
Clinics approximates $41billion in the
Philippines
2. Only 2 well-known ‘wellness centers’ in Metro
Manila
3. Estimated B-C Population
 Ortigas (Pasig): 70,000
 Taguig: 60,000
 Makati: 53,00
(PHILIPPINE STATISTICS AUTHORITY, 2007)

17. 5b. The Market Size
1. No present data for company
2. Market share of competitors
 TMC Wellness and Aesthetics serves
400,00 people on an outpatient basis
annually

18. 5c. Estimate the market size
using customer data
Usage per day or per year
Per person
Check-Ups
 Semi-annual wellness checkups
Recreational facilities
 3x weekly usage of facilities

19. 6. The Product
 Functions primarily as a wellness center
that provides
 Diagnostic Services
 Out Patient Check Ups
 Referral Services
 Recreational Facilities

20. 6. The Product
 Functions primarily as a wellness center
that provides
 Diagnostic Services
 Out Patient Check Ups
 Referral Services
 Recreational Facilities

21. 6. The Product

22. 7. Price
METRO HEALTH ST. Luke’s
Health and
Wellness
TMC Wellness
and Aesthetics
Diagnostic Services
Basic Health
Screening
Packages
2000-3, 000 ~10,000 No data
Recreation facilities
(Gym, yoga
classes)
24000-36000
a year; lifetime
membership
-- --

23. 8a. Marketing
MASS PERSONAL
Promotional Events Word of Mouth
Advertisments Direct Marketing
Sales Promos Personal Selling

24. 8b. Promotions
 Tie ups with Tertiary Hospitals for complex
cases
 Referral listing of Private Clinics, and Other
hospitals
 Accreditiation with HMOs and PhilHealth
 Tie Up with major corporations for Human
Resources-CSR

25. 8b. Promotion Sample
REDEFINE YOUR
HEALTH
CLASSES AVAILABLE AT
METROHEALTH
TAGUIG, AND KAPITOLYO
6-8PM
9-10PM
PROMO PACKAGES
STARTING AT 1,500 (4
SESSIONS)

26. 9. Place
 Where is your product available?
 Preferably located in business districts
such as Ortigas Center-Kapitolyo; Fort,
Taguig; and the Makati Business District
(Ayala Center)

27. 10. Generic Winning Strategy
Differentiation and Niche
 Emphasis on a wellness center with diagnostic
services
 Is set apart by the recreational facilities available
 Acts as a referral center
 Focuses on improving health behaviors of young
working class

28. 28
SUMMARY

29. 1. Health Conscious and aware, working class B-C
(20-40 y/o)
2. Wellness Centers from private hospitals or
independent wellness centers
3. Holistic care outside the hospital, and recreational
activities focused on health
4. $41 billion for diagnostic clinics, $billion for Medical
Tourism
Steps 1 to 5
Summary headline of your
PTM and market

30. 6. A wellness center (both for recreation and
health concerns)
7. For class B-C (middle class)
8. Promotional events, Word of Mouth
9. Primarily Metro Manila’s business districts
10. Niche and Differentiation
Steps 6 to 10
Summary headline of the
marketing mix & strategy