Angeli Nicole J. Reinoso - 10-Step Marketing Plan

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Angeli Nicole J. Reinoso - 10-Step Marketing Plan

  1. 1. 10-Step Marketing Plan for TMC Psychiatry Ward Angeli Nicole J. Reinoso 070034 November 30, 2010
  2. 2. 5 Steps for Part 1 PTM and Positioning 1. PTM are individuals with mental illnesses and their families 2. Who want to cope with the strain of mental illness 3. Can choose from MMC, MetroPsych, NCMH, PGH 4. Gap is other psychiatric facilities only focus on the individual patient 5. The market size is 79,200 Filipinos with mental illness
  3. 3. 5 Steps for Part 2 Marketing Mix and Strategy 6. The Medical City Psychiatry Ward 7. Is affordable by offering packages to its clients 8. Uses word-of-mouth to promote tried-and- tested services 9. Located along Ortigas Ave., Pasig City 10. Uses a niche approach to win
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. Primary Target Market (PTM): Individuals with mental illnesses and their families  Demographics: age>10, males and females, social classes A to C, single/married/separated/widowed  Lifestyle: working or non-working, prefer quality service  Behavior: good health-seeking behavior, seek treatment whenever needed
  6. 6. Needs-Wants-Expectations I want to have a healthy body and mind. I want to be respected by my family and peers.
  7. 7. 3. My PTM’s NWE  Individuals with mental illnesses and their families:  Need to be secure about their health, both physically and mentally  Choose TMC Psychiatry Ward because of quality services and facilities  Expect proper management not only of the patient but also of the whole family
  8. 8. TMC Psychiatry Ward has many competitors.  Direct: MMC, MetroPsych, NCMH, PGH  Indirect: Provincial psychiatric facilities  Variables: Price, Psychiatrists, Facilities, Location, Privacy, Brand
  9. 9. Competitive Position Map Price/Qualit y Matrix Satisfactory Service Good Service Excellent Service High Price Low Price Metro Psych Metro Psych NCMHNCMH PGHPGH TMCTMCMMCMMC
  10. 10. 4. Gap between Customers and Competition  TMC has:  JCI Accreditation  Licensed/Accredited Psychiatrists  Patient Testimonials  No brand focuses on the patient on center-stage.  Others focus on minimizing cost of hospitalization due to long-term management of mental illness.
  11. 11. 5. Market Size  No actual data from competitors due to confidentiality issues  NSO: Prevalence rate of mental illness in the Philippines (2000):  88/100,000 population  At 90M population = 79,200 Filipinos with mental illness!
  12. 12. The Marketing Mix Strategy Part 2: Steps 6 to 10
  13. 13. 6a. Psychiatric Facilities in the Philippines
  14. 14. 6b. Product Description  The Medical City Psychiatry Ward is a 31-bed inpatient facility, with separate male and female wards.  It caters to holistic management of mentally ill individuals with the goal of eventually reintegrating them into society.  The healthcare team is composed of specially trained psychiatrists, nurses, and therapists.
  15. 15. 7. Price  TMC = Php2000/day  MMC = Php2000/day  MetroPsych = Php500/day  NCMH = Php200/day  PGH = Php200/day  TMC is priced at par with other private hospitals and almost 1000% than government institutions, with the goal of maximizing profits through quality service.
  16. 16. 8a. Promo  Be more visible within the hospital premises by holding a “Psych Week”  Put up posters and signages that promote the ward’s services  Enhance word-of-mouth promotion, especially the guarantee of privacy/confidentiality
  17. 17. 8a. Promo  Allocate space in TMC’s website for the Psychiatry Department
  18. 18. 8b. Competitor Promo
  19. 19. 9. TMC Psychiatry Ward is in TMC Complex, Ortigas Ave., Pasig City  Available in Pasig City catchment area  Potential areas: TMC Satellite Hospitals  Method of Service Delivery: In-patient  Potential method: Home visits
  20. 20. 10. Niche Strategy  TMC’s Psychiatry Ward caters to clients that prioritize mental health of the sick individual together with his/her family.  The institution is focused on providing quality service at a competitive price.  Although service delivery is within a limited area, TMC is able to capture a nationwide and even international market.
  21. 21. SUMMARY
  22. 22. 5 Steps for Part 1 PTM and Positioning 1. PTM are individuals with mental illnesses and their families 2. Who want to cope with the strain of mental illness 3. Can choose from MMC, MetroPsych, NCMH, PGH 4. Gap is other psychiatric facilities only focus on the individual patient 5. The market size is 79,200 Filipinos with mental illness
  23. 23. 5 Steps for Part 2 Marketing Mix and Strategy 6. The Medical City Psychiatry Ward 7. Is affordable by offering packages to its clients 8. Uses word-of-mouth to promote tried-and- tested services 9. Located along Ortigas Ave., Pasig City 10. Uses a niche approach to win
  24. 24. 10-Step Marketing Plan for TMC Psychiatry Ward Angeli Nicole J. Reinoso 070034 November 30, 2010

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