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. Genesis PTM are patients with genetic disorders, their parents and relatives,
and individuals concerned about hereditary diseases
2. Who want to receive medical genetic services like genetic testing and
counselling
3. Can choose Institute of Human Genetics, National Institutes of Health (IHG-
NIH) and Department of Pathology and St. Luke’s and UERM
4. Gap is all medical genetic services are limited to the major cities — Manila,
Cebu City and Davao City. Despite the presence of a fellowship program on
Clinical Genetics, it is not a popular choice and competes with other pediatric
subspecialties, i.e., infectious diseases, cardiology, pulmonology,
gastroenterology, etc.
5. On an average, there are about 100 consultations per geneticist every year.
In terms of laboratory workload in 2011, there were 1,493 chromosomal
analyses, 136 DNA tests and 432 biochemical tests performed at the IHG
(Padilla, 2012).
Steps 1 to 5
Summary headline of your
PTM and market
5. 1. Medical genetic services
2. Price same as competition
3. Uses internet and word of mouth
4. Clinic located in the province of Bicol
5. Uses a niche the best in Region V and
a comprehensive approach to genetic
medicine
Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. 1. Genesis is a center for
individuals with genetic disorder
Demographics: Genesis PTM are 0 y/o
and above, M/F, social class ABC,
single or married
Lifestyle: Individuals concerned about
their hereditary diseases
Behavior: Clinic specialized in
diagnosing, managing and counselling
individuals with genetic disorders
7. 2. Genesis’ PTM’s NWD
Need for health
Need for assurance whether or
not individual inherited the disease
Need to know and understand the disease and
prepare other family members with
probable hereditary condition
Need to be accepted for their disease and
possibility of passing the condition to their children
8. 2. Genesis’ PTM’s needs,
wants & demands
Needs: The need to have healthy mind and body to live
to the fullest capacity possible
Wants: Choose Genesis because it is the first and only
easily accessible and reliable genetic medicine center
in Region V
Demands: Expect to receive competent medical
services and genetic counselling
9. 3a. Genesis’ competition
Laboratory/service Number
Public Private
Newborn screening 3 1
Molecular 1 2
Biochemical 1 0
Cytogenetics 2 2
DNA analysis (paternity testing) 3 1
Table 1. Facilities providing genetic services in the country
10. 4. Genesis Position strongly in
a niche market opportunity
Genesis is the FIRST and ONLY
genetic medical center in Region V
It is the first private clinic with a
comprehensive approach in genetic
medicine
Diagnosis Management Genetic
counselling
11. 5a. Based on IHG-NIH (Data)
There are about 100 consultations per geneticist
every year. In terms of laboratory workload in 2011,
there were 1,493 chromosomal analyses, 136 DNA
tests and 432 biochemical tests performed at the IHG
(Padilla, 2012).
There are only eight trained clinical geneticists in the
Philippines.
12. 5b. Based on company data
There are 12 physicians, 61 nurses and 18
health workers per 10,000 individuals
There are only eight trained geneticists, six of
whom are in Metro Manila while two are
practicing in the provinces (one in Davao City
and one in Cebu City) making a medical
geneticist to population density ratio of about
1:11,751,625
13. 5c. Estimate the market size
using customer data
Among the genetic tests, NBS is the only one
covered by the national health insurance. All other
expenses related to treatment upon diagnosis are
out-of-pocket expenses for the family.
In terms of Newborn Sceening Center: NSC-NIH had
290,605 patients; NSC-Central Luzon had 141,425
patients; NSC-Visayas had 145,592 patients; and
NSC-Mindanao had 135,958 patients
Total 713,580 patients
14. 5. Cost of Genetic Testing and
Counseling
Genetic Tests Costs
DNA testing P 15000
Genetic Predisposition DNA
Health Test
P 23500
Consultation P 1500/visit
Newborn screening P2000*
*The PHIC shall include
cost of newborn screening
in its benefits package.
Total Genetic Medicine Market – P 5B
Genesis share - P 400M
Genesis total market share is <11%
16. 6b. Genesis is a center for
genetic medicine
Genesis is the FIRST and ONLY
genetic medical center in Region V
It is the first private clinic with a
comprehensive approach in genetic
medicine
17. 7. Price
Genesis is priced same as competitions with
aim at maximizing profits in its niche
Genetic Tests Costs
DNA testing P 15000
Genetic Predisposition DNA
Health Test
P 23500
Consultation P 1500/visit
Newborn screening P2000*
*The PHIC shall include
cost of newborn screening
in its benefits package.
18. Mass (Public relation>Events and
experiences)
Personal (word of mouth)
8a. Genesis Promo
19. 8a. Genesis Promo
Genesis has online electronic medical record
system and database for hereditary
diseases
Provides patients with the online experience
of ordering and paying for your medical
procedures.
23. 8b. Competitors promo
PGH, as the top referral hospital in
genetic medicine, has no need for
promotional campaigns
St. Luke’s and UERM promo is via word
of mouth
24. 9. Genesis Place
Clinic location
Legazpi City, Albay
For referrals and walk-in patients
25. 10. Genesis’ winning strategy
Low Cost Producer
Supply and Distribution Leverage
Only Genetic Medicine center in Region V
Differentiation
Niche
First to provide comprehensive health services
in Genetic Medicine (from consult – diagnosis –
management – counselling)
27. 1. Genesis PTM are patients with genetic disorders, their parents and relatives,
and individuals concerned about hereditary diseases
2. Who want to receive medical genetic services like genetic testing and
counselling
3. Can choose Institute of Human Genetics, National Institutes of Health (IHG-
NIH) and Department of Pathology and Microbiology in the University of the
East–Ramon Magsaysay Memorial Medical Center
4. Gap is all medical genetic services are limited to the major cities — Manila,
Cebu City and Davao City. Despite the presence of a fellowship program on
Clinical Genetics, it is not a popular choice and competes with other pediatric
subspecialties, i.e., infectious diseases, cardiology, pulmonology,
gastroenterology, etc.
5. On an average, there are about 100 consultations per geneticist every year.
In terms of laboratory workload in 2011, there were 1,493 chromosomal
analyses, 136 DNA tests and 432 biochemical tests performed at the IHG
(Padilla, 2012).
Steps 1 to 5
Genesis PTM and market
28. 1. Medical genetic services
2. Price same as competition
3. Uses internet and word of mouth
4. Clinic located in the province of Bicol
5. Uses a niche the best in Region V
Steps 6 to 10
Genesis marketing mix &
strategy
29. Padilla, C. D., & de la Paz, E. M. C.
(2013). Genetic services and testing in
the Philippines. Journal of Community
Genetics, 4(3), 399–411.
doi:10.1007/s12687-012-0102-4
Reference
