Cabrera individual 10 step marketing plan

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CABRERA, Christina C.
Individual Marketing Plan for TMC Psychiatry Department

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Cabrera individual 10 step marketing plan

  1. 1. Christina C. Cabrera November 30, 2010 10 Step Marketing Plan for The Medical City: PSYCHIATRY DEPARTMENT ASM+PH Psychiatry Department
  2. 2. 5 Steps for Part 1  TMC Psychiatry Department PTM are “posh”  Who want both comfort, confidentiality, and luxury  Can choose to go to Psychiatry departments of other private hospitals in the City, Psychiatric facilities like MetroPsych, or independently run camps in the nearby provinces.  Gap lies in the fact that most Psychiatric facilities deliver basic services which would include pahrmacotherapuetics and a plain facility that can house patients.  Market size is not very well researched, given the nature of Psychiatry and the state of research in the country. TMC Psychiatry’s niche would comprise the upper segment of society in need of psychiatric services.
  3. 3. 5 Steps for Part 2: Marketing Mix and Strategy  Product: - Psychiatry Department: A psychiatric facility offering OPD services, in house wards, and floor service.  Price: one of the most expansive facilities in the country  Promo: Used the general promotions of the The Medical City (print ad)  Place: Services limited to patients willing to go to the hospital  Generic Winning Strategy: Uses a niche approach to win
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. Step 1- TMC Psychiatry Department PTM are “posh”  Demographics (age 13 or older, M/F, Social Class A, Single/Married)  They can be students, employees, businessmen—basically they are people who are willing to spend money to ensure that they have a healthy mind and have a little bit of hospital luxury  Behavior – They are the ones who visit psychiatrist in The Medical City MATI, in an outpatient basis when they have psychiatric concerns
  6. 6. Step 2- PTM’s Needs, Wants and Demands  PTM – “posh”  Who want comfort confidentiality  Furthermore, they choose TMC Psych Department because want luxury, and they want to feel like they they are not away from home  A luxurious place where they can be properly cared for  A medical environment that is warm and caring, where everyone knows your name  Therefore, it will not only offer you a safe facility to stay in, but a caring environment where you can heal your mind.
  7. 7. Influencing Buyer/Patient Behavior  Psychiatric patients have needs that go beyond physiological and safely needs, they also need to feel like they are part of a medical team  Patient as partners  They choose TMC Psychiatry over others because of credibility, accessibility, quality of services, and caring environment  They expect clean, comfortable and luxurious boarding, quality health services and an environment that is warm and conducive to healing
  8. 8. Patients’ needs go beyond basic physiological and safety needs. They want to feel like they are partners.
  9. 9. Step 3- Competition and Competitive Position Map  Direct: Makati Medical Center Psychiatry Department, St. Luke’s Psychiatry Department, Asian Hospital Pychiatry Department, Metropsych Facility  Support camps that are held in the nearby provinces (like Batangas), Counselors, Rehabilitation Centers  Variables: Age, Price, Convenience, Availability, Brand
  10. 10. Position map (price vs. age) TMC – Psychiatry Department is big on the 25 – 49 yrs, high priced sercvice Price/ Age Matrix 0-13 yrs 13 - 24 25 - 49 50 yrs up High Price Low Price TMC - PD TMC - PD TMC - PD TMC - PD Metrops ych StLuke’s Makati Med
  11. 11. Positioning vs Brand Matrix TMC Psych Makati Med St. Luke’s MetroPsych Basic Services Security, Confidentiality Good Food Luxurious boarding Quality ancillary medical service
  12. 12. Step 4- What is the gap, the opportunity and how will you position (based on the gap in the competitive positioning map)  The marketing opportunity lies in the need for a psychiatric facility that offers not only quality medical services but it also goes beyond basic psychiatric set-up  There is need for a facility that could offer security and comfort, where patients are partners  Instead of making the psychiatry facility appear daunting, The Medical City Psychiatry Department offers an environment conducive to healing of the mind.  Others focus on basic psychiatric services and does not offer a homey environment
  13. 13. Step 5- Market Size: the 3 C perspectives  Customer  There are a number of psychiatrist in MATI, and majority of their patients prefer the Medical City Psychiatry facility  Company  Has 21 beds  Always running on full capacity  Competition  Private Facilities like MetroPsych have bigger bed capacity
  14. 14. Step 6- Product: What is the product. How many variants does it have. How does it look in the shelf vs. competitors  Insert picture  Medical City Psychiatry Department is located on the LG floor of Medical City  Double doors  21 bed capacity  Comfortable beds  Fully Air-conditioned  Specialized Staff (watcher)
  15. 15. Step 7- Promo  Promoted through direct marketing  Referral from MATI physicians  Word of mouth
  16. 16. Step 8- Price: How is the product priced vs. competition. If the product has several variants and sizes, how is it generally priced (premium, parity or discount)  Price of services is higher compared to most competitors  Consultation would start at PhP 2000  Ward rate would be ~ 2, 500  List of different services are priced differently depending on where the patient is (ward, floors, OPD)  A premium is placed on higher room rates
  17. 17. Step 9- Place- Where is the product distributed? How does it reach the customers?  The MedCity Psychiatry Department offers its services through wards, floors and outpatient  Admitted patients could fall under floors or wards  They offer outpatient services and these sessions are conducted just outside the facility
  18. 18. Step 10- Generic winning strategy  Niche – There is a need for a facility that offers quality services with perks like nice and comfortable interiors, warm staff. This is a place for those who are willing to pay extra for extraordinary healing experience and luxury.
  19. 19. Summary  TMC Psychiatry Department PTM are “posh”  Who want both comfort, confidentiality, and luxury  Can choose to go to Psychiatry departments of other private hospitals in the City, Psychiatric facilities like MetroPsych, or independently run camps in the nearby provinces.  Gap lies in the fact that most Psychiatric facilities deliver basic services which would include pahrmacotherapuetics and a plain facility that can house patients.  Market size is not very well researched, given the nature of Psychiatry and the state of research in the country. TMC Psychiatry’s niche would comprise the upper segment of society in need of psychiatric services.
  20. 20.  Product: - Psychiatry Department: A psychiatric facility offering OPD services, in house wards, and floor service.  Price: one of the most expansive facilities in the country  Promo: Used the general promotions of the The Medical City (print ad)  Place: Services limited to patients willing to go to the hospital  Generic Winning Strategy: Uses a niche approach to win
  21. 21. Christina C. Cabrera November 30, 2010 10 Step Marketing Plan for The Medical City: PSYCHIATRY DEPARTMENT ASM+PH Psychiatry Department

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