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The Contraceptive Patch
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10step marketing plan

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10step marketing plan

  1. 1. 10 STEP Marketing Plan for BTL (Bilateral Tubal Ligation) through Minilaparotomy under local anesthesia Rudolfo C. Villarin MD. June 21, 2010 http://rcvillarin.blogspot.com
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>BTL a form of family planning method to plan family size </li></ul><ul><li>Women of reproductive age in the Baybay District, Laguna who want to end reproductive career </li></ul><ul><li>Can choose permanent or temporary family planning method </li></ul><ul><li>Majority of methods are temporary and non surgical </li></ul><ul><li>Market size are women mostly belonging to the CDE strata </li></ul>http://rcvillarin.blogspot.com
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>BTL through minilaparotomy under local anesthesia </li></ul><ul><li>Covered by PhilHealth, NGO’s, LGU </li></ul><ul><li>Meetings, assemblies, seminars, group discussions in ILHZ (Inter Local Health Zone), RHU (Rural Health Unit), prenatal consultations in the district hospital, broadcast </li></ul><ul><li>Available in both government and private health institutions </li></ul><ul><li>Answers unmet needs </li></ul>http://rcvillarin.blogspot.com
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5 http://rcvillarin.blogspot.com
  5. 5. 1.BTL primary target market (PTM) are all female in their reproductive years <ul><li>Demographics (14 – 49 years old, Female of reproductive age, CDE, regardless of marital status) </li></ul><ul><li>Lifestyle (Employed or Unemployed) </li></ul><ul><li>Behavior (Wants to plan number of children) </li></ul>http://rcvillarin.blogspot.com
  6. 6. 2. My PTM’s NWE <ul><li>Mothers need to plan number of children </li></ul><ul><li>Mothers choose BTL over other methods because of… </li></ul><ul><li>ideal, quick recovery, no long term side effects, cost effective , convenient, partner compliance, high degree of safety </li></ul><ul><li>Female sterilization one of the most effective form of family planning method with very small risk of failure </li></ul>http://rcvillarin.blogspot.com
  7. 7. 3a. BTL has many formidable competitors <ul><li>Direct: Laparotomy, Laparoscopy , Transcervical, Transvaginal </li></ul><ul><li>Indirect: Fertility awareness method, Barrier Method, Fertility regulator </li></ul><ul><li>Variables: Convenient, Cost effective , Availability </li></ul>http://rcvillarin.blogspot.com
  8. 8. BTL is #1 niche: Direct FP method for aged 25 to 34 Female Sterilization Oral Contraception Female Sterilization Female Sterilization Oral Contraception Oral Contraception FP method vs. Age Matrix http://rcvillarin.blogspot.com FP method/ Age Matrix 15-19yrs 20-24yrs 25-29yrs 30-34yrs 35 yrs up Direct Indirect
  9. 9. BTL unique positioning is shown in this competitive map Positioning vs. FP method http://rcvillarin.blogspot.com BTL-Minilap Oral Contraceptive IUD Convenient Permanent Safe Cost Effective Training for Procedure No partner compliance
  10. 10. 4. BTL positions strongly in a niche market opportunity <ul><li>BTL is the family planning method that is ... </li></ul><ul><li>permanent </li></ul><ul><li>safe </li></ul><ul><li>effective </li></ul><ul><li>Recommended to all female in their reproductive years, regardless of age, status, and parity </li></ul>http://rcvillarin.blogspot.com
  11. 11. 5. Estimate market size of BTL <ul><li>Market size based on female reproductive age is 30,843. </li></ul><ul><li>Family planning acceptors are 13,260. </li></ul><ul><li>Natural Family Planning (NFP) users are 1,860. </li></ul><ul><li>Modern Family Planning (MFP) users are 11,400. </li></ul><ul><li>Guesstimate on market share (25%) is 2,850. </li></ul>http://rcvillarin.blogspot.com
  12. 12. The Marketing Mix Strategy Part 2: Steps 6 to 10 http://rcvillarin.blogspot.com
  13. 13. 6a. BTL Direct Competitors Minilaparotomy (Minilap) Small incision (<5 cm) Uterus manipulated to expose tubes Laparotomy (CS) Larger incision (5-10 cm) Tubes accessed through incision Laparoscopy Tiny incision (1 cm) Tubes located with laparoscope Rings (Falope/Yoon Electrocoagulation (fulguration) Clips (Filshie, Hulka/Wolf) http://rcvillarin.blogspot.com
  14. 14. 6a. BTL Indirect Competitors THE PILL Male Condom THE PATCH (Ortho Evra) Depot Medroxyprogesterone acetate (DMPA-SC) IUD - Intrauterine Device (Rx) http://rcvillarin.blogspot.com
  15. 15. 6b. Product Description <ul><li>BTL is a modified and simplified version of conventional laparotomy </li></ul><ul><li>Prevents union of sperm with egg </li></ul><ul><li>Permanent </li></ul><ul><li>Done for both post partum and interval tubal occlusion </li></ul><ul><li>Equipment and local anesthesia is simple, inexpensive, easily maintain </li></ul>http://rcvillarin.blogspot.com
  16. 16. 7. Price <ul><li>PhilHealth package on Ligation is 4,000 pesos. </li></ul><ul><ul><li>Applies to all accredited hospitals and ambulatory surgical clinics </li></ul></ul><ul><ul><li>Out patient or In patient regardless of number of days of confinement </li></ul></ul><ul><li>For Non PhilHealth members, private/paying patient cost is 10,000 to 15,000 pesos </li></ul><ul><li>For Non PhilHealth Charity patient cost is 4,500 pesos </li></ul>http://rcvillarin.blogspot.com
  17. 17. 8a. Promo- Advertising Everyone needs a plan. Bilateral Tubal Ligation is a procedure wherein a woman’s fallopian tubes are blocked. It is a permanent form of birth control in which the eggs cannot move from the ovary through the tubes (a woman has two fallopian tubes), and eventually to the uterus. Also, sperm cannot reach the egg in the fallopian tube after it is released by the ovary. Pregnancy is prevented. A tubal ligation typically is performed via a small incision in your abdomen. It can either be performed after delivery or at a latter time. When a tubal ligation is performed after delivery it is called a post-partum tubal ligation and does not require laparoscopy. If you have a tubal ligation and you are not pregnant, it is usually performed by laparoscopic surgery. All forms of tubal ligation require either burning, cutting, clamping or tying the mid section of your fallopian tubes. WHAT IS BILATERAL TUBAL LIGATION? Source: http://www.beverlyhills.ph/centers_gynecology_Bilateral_Tubal_Ligation.php http://rcvillarin.blogspot.com
  18. 18. 8a. Promo- Advertising http://rcvillarin.blogspot.com
  19. 19. 8b. Competitor promo The Pill is a tablet containing two female hormones – an oestrogen and a progestogen. Various oestrogens and progestogens are used in the many different types of Pill which are available. There are currently 23 brands on the market in Britain. These two hormones stop you from ovulating (producing an egg) each month. And if you don’t ovulate, you won’t get pregnant. In addition, the hormones thicken the secretions round your cervix, making it more difficult for sperm to get through. Also, they make the lining of your womb thinner, so that it’s less receptive to an egg. What is the Pill? Source: http://www.netdoctor.co.uk/sex_relationships/facts/contraceptivepills.htm http://rcvillarin.blogspot.com
  20. 20. 8b. Competitor promo http://rcvillarin.blogspot.com
  21. 21. 9. BTL is available… <ul><ul><li>Both in public and private health institutions with operating room facilities </li></ul></ul><ul><ul><li>Nationwide </li></ul></ul><ul><ul><li>PhilHealth benificiaries </li></ul></ul>http://rcvillarin.blogspot.com
  22. 22. 10. BTL through minilaparotomy <ul><li>BTL is a permanent form of family planning method that ends the reproductive career of women. </li></ul><ul><li>It is safe, cost effective and convenient. </li></ul>http://rcvillarin.blogspot.com
  23. 23. SUMMARY http://rcvillarin.blogspot.com
  24. 24. 5 Steps for Part 1 (PTM and Positioning) <ul><li>BTL a form of family planning method to plan family size </li></ul><ul><li>Women of reproductive age in the Baybay District, Laguna who want to end reproductive career </li></ul><ul><li>Can choose permanent or temporary family planning method </li></ul><ul><li>Majority of methods are temporary and non surgical </li></ul><ul><li>Market size are women mostly belonging to the CDE strata </li></ul>http://rcvillarin.blogspot.com
  25. 25. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>BTL through minilaparotomy under local anesthesia </li></ul><ul><li>Covered by PhilHealth, NGO’s, LGU </li></ul><ul><li>Meetings, assemblies, seminars, group discussions in ILHZ (Inter Local Health Zone), RHU (Rural Health Unit), prenatal consultations in the district hospital, broadcast </li></ul><ul><li>Available in both government and private health institutions </li></ul><ul><li>Answers unmet needs </li></ul>http://rcvillarin.blogspot.com
  26. 26. 10 STEP Marketing Plan for BTL (Bilateral Tubal Ligation) through Minilaparotomy under local anesthesia Rudolfo C. Villarin MD. June 21, 2010 http://rcvillarin.blogspot.com
  • JabbiMurtala

    May. 18, 2017

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