10 STEP Marketing Plan for Aesthetic-Eyeplastic Practice Erwin Emeterio L. Isla June 2010
5 Steps for Part 1 (PTM and positioning) <ul><li>Identify your target (PTM) </li></ul><ul><li>What do they need (NWE) </li...
5 Steps for Part 1  (PTM and Positioning) <ul><li>Middle and old aged men and women </li></ul><ul><li>Who have mid-face ae...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Product </li></ul><ul><li>Price  </li></ul><ul><li>Promo  </li></ul>...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Non-invasive and Minimally invasive aesthetic procedures </li></ul><...
Positioning to the  Primary Target Market Part 1: Steps 1 to 5
1.Minimal invasive surgery’s  primary target market (PTM) are middle to old aged men and women who have mid-face aesthetic...
I want to be noticed  and appreciated I am complete when I’m confident  and I feel good about myself I feel confident and ...
2. My PTM’s NWE <ul><li>Middle and old-aged men and women (which encompass both working men and women and those near-retir...
3a. Minimal invasive surgery has many formidable competitors <ul><li>Direct:  Non-invasive branded cosmeceuticals like oba...
3b. Competitive Position Map <ul><li>Determine the 2 most critical variables  </li></ul><ul><li>Make a position map plotti...
Surgery is prominent in middle to old aged groups Minimal  invasive  procedures Premium Non-invasive products Low-cost  no...
Surgery’s unique positioning is shown in this competitive map Competitors do not actually meet client’s expectations  Posi...
4. Surgery positions strongly in a niche market opportunity <ul><li>Surgery is the more permanent solution to combat the a...
5a. Based on an article, patients trend is 40% cosmeceuticals and 60% surgery SOURCE: http://www.skinandaging.com/article/...
5b. Based on US data, surgery shares 60% of the cosmetics market <ul><li>US publication: Ratio between surgery vis-à-vis c...
5c. Consumer data indicates a size of P 240 billion <ul><li>Cosmetic Procedure Usage: </li></ul><ul><li>6 million Filipino...
5. Concluded that cosmetic market range from Php60 billion to php240 billion <ul><li>Competitor data= P60 B (based on 6 mi...
The Marketing Mix Strategy Part 2: Steps 6 to 10
6a. Procedures, services & products for mid-face aesthetic needs <ul><li>Minimal invasive aesthetic procedures include Bot...
6a. Procedures, services & products for mid-face aesthetic needs <ul><li>Competitor products include premium and low-cost ...
6b. Product Description <ul><li>Minimal and Non - invasive procedures with their respective description are as follows: </...
7. Pricing for minimal invasive surgery is socialized <ul><li>Blepharoplasty – Php30k to Php80k </li></ul><ul><li>Botox – ...
8a. Promo <ul><li>Partnership with dermatologists, general cosmetic surgeons and anti-ageing medicine practitioners. </li>...
8b. Competitor promo <ul><li>Non-invasive cosmeceuticals communicate through paid advertisements, commercials and web- bas...
8b. Competitor promo <ul><li>Non-invasive cosmeceuticals communicate through paid advertisements, commercials, celebrity e...
8b. Competitor promo <ul><li>Surgeons on the other hand disseminate their practice through referrals, patient testimonials...
9. Surgical procedures may be performed in 3 medical centers <ul><ul><li>3 medical centers – Cardinal Santos Medical Cente...
10. Minimal invasive surgery harps on differentiation <ul><li>Main goal is for middle to old aged men and women with mid-f...
SUMMARY
5 Steps for Part 1 (PTM and positioning) <ul><li>Identify your target (PTM) </li></ul><ul><li>What do they need (NWE) </li...
5 Steps for Part 1  (PTM and Positioning) <ul><li>PTM are “middle to old-aged men and women with mid-face aesthetic needs”...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Product </li></ul><ul><li>Price  </li></ul><ul><li>Promo  </li></ul>...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Minimal invasive mid-face surgical procedures </li></ul><ul><li>Is s...
10 STEP Marketing Plan for Aesthetic-Eyeplastic Practice Erwin Emeterio L. Isla June 2010
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V49 10stepmarketingplan erwin isla_062410

  1. 1. 10 STEP Marketing Plan for Aesthetic-Eyeplastic Practice Erwin Emeterio L. Isla June 2010
  2. 2. 5 Steps for Part 1 (PTM and positioning) <ul><li>Identify your target (PTM) </li></ul><ul><li>What do they need (NWE) </li></ul><ul><li>What are their choices (competitors) </li></ul><ul><li>Where is the opportunity (gap) </li></ul><ul><li>How big is the market (3Cs) </li></ul>
  3. 3. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Middle and old aged men and women </li></ul><ul><li>Who have mid-face aesthetic needs, such as botox, blepharoplasty, minimal invasive aesthetic procedure, etc. </li></ul><ul><li>Can choose non-invasive cosmeceuticals like anti-ageing eye creams, whitening creams, etc. </li></ul><ul><li>Gap is non-invasive cosmeceuticals promise the same results as surgery/ minimally invasive procedures </li></ul><ul><li>The market size is still undefined given that the practice of aesthetic eyeplastic is still considered in its pioneer stage in the Philippines </li></ul>
  4. 4. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promo </li></ul><ul><li>Place </li></ul><ul><li>Generic Winning Strategy of Mix </li></ul>
  5. 5. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Non-invasive and Minimally invasive aesthetic procedures </li></ul><ul><li>Price is relative </li></ul><ul><li>Uses special packages with discounts, free consultations and follow-ups </li></ul><ul><li>Is available in 3 accessible hospital or center </li></ul><ul><li>Uses differentiation approach to win </li></ul>
  6. 6. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  7. 7. 1.Minimal invasive surgery’s primary target market (PTM) are middle to old aged men and women who have mid-face aesthetic needs <ul><li>Demographics (24 to 60 years old, M/F, social class AB, single/ married) </li></ul><ul><li>Lifestyle (just starting work, appeal towards the opposite sex, uplift self-esteem at workplace, feel good for oneself) </li></ul><ul><li>Behavior (once every 5 - 10 years for surgical procedures, every 6 months for botox and fillers) </li></ul>
  8. 8. I want to be noticed and appreciated I am complete when I’m confident and I feel good about myself I feel confident and important when people notice me
  9. 9. 2. My PTM’s NWE <ul><li>Middle and old-aged men and women (which encompass both working men and women and those near-retirement need) </li></ul><ul><li>To belong (social), Self-Esteem, Self actualization </li></ul><ul><li>Middle and old-aged men and women choose minimal invasive procedures over non-invasive cosmeceuticals because of …. </li></ul><ul><li>Immediate and long-term effect, price, success and credibility based on former patients’ testimonials </li></ul><ul><li>Middle and old-aged men and women expect this when they undergo minimal invasive procedures </li></ul><ul><li>Affirmation and attention from peers, more confidence in the work place/ increased self-esteem , Feel more sexually attractive </li></ul>
  10. 10. 3a. Minimal invasive surgery has many formidable competitors <ul><li>Direct: Non-invasive branded cosmeceuticals like obagi, nu skin , general plastic and cosmetic surgeons </li></ul><ul><li>Indirect: Less-expensive creams like garnier , natural products like cucumber, oats, etc. </li></ul><ul><li>Variables: Age, price, availability, prognosis post procedure </li></ul>
  11. 11. 3b. Competitive Position Map <ul><li>Determine the 2 most critical variables </li></ul><ul><li>Make a position map plotting the different competitors </li></ul>
  12. 12. Surgery is prominent in middle to old aged groups Minimal invasive procedures Premium Non-invasive products Low-cost non-invasive products Price vs. Age Matrix Price/ Age Matrix 24-34 yrs 35-44 yrs 45-54 yrs 55yrs up High price Low Price
  13. 13. Surgery’s unique positioning is shown in this competitive map Competitors do not actually meet client’s expectations Positioning vs. Brand Matrix
  14. 14. 4. Surgery positions strongly in a niche market opportunity <ul><li>Surgery is the more permanent solution to combat the aging signs on the peri-orbital area. </li></ul><ul><li>Effects of non-surgical procedures are minimal, temporary and superficial. </li></ul><ul><li>Others focus on low price and wider distribution of less-expensive non-surgical products. </li></ul>
  15. 15. 5a. Based on an article, patients trend is 40% cosmeceuticals and 60% surgery SOURCE: http://www.skinandaging.com/article/1804
  16. 16. 5b. Based on US data, surgery shares 60% of the cosmetics market <ul><li>US publication: Ratio between surgery vis-à-vis cosmeceuticals is 60-40 </li></ul><ul><li>Surgery practitioners affirm that majority of patients with mid-face aesthetic needs prefer surgery, with blepharoplasty as the most common procedure </li></ul><ul><li>Then total cosmetics market size is 10% of the Philippine population </li></ul>
  17. 17. 5c. Consumer data indicates a size of P 240 billion <ul><li>Cosmetic Procedure Usage: </li></ul><ul><li>6 million Filipinos, representing middle to old aged men and women with mid-face aesthetic needs, who can afford treatment, approximate Php240B in revenues </li></ul><ul><li>6 M x Php40k (average cosmetic procedure) = P240 billion </li></ul>
  18. 18. 5. Concluded that cosmetic market range from Php60 billion to php240 billion <ul><li>Competitor data= P60 B (based on 6 million target population multiplied by Php10k, the average price of cosmeceuticals) </li></ul><ul><li>Company data = P 240 B </li></ul><ul><li>Usage data = P 120 B (based on 3 million population who have undergone surgery) </li></ul>Use instinct and best business judgment to finalize market size
  19. 19. The Marketing Mix Strategy Part 2: Steps 6 to 10
  20. 20. 6a. Procedures, services & products for mid-face aesthetic needs <ul><li>Minimal invasive aesthetic procedures include Botox, Blepharoplasty, Fillers and Brow-lift. </li></ul>
  21. 21. 6a. Procedures, services & products for mid-face aesthetic needs <ul><li>Competitor products include premium and low-cost non-invasive products, such as Obagi, Garnier, NuSkin, etc. </li></ul>
  22. 22. 6b. Product Description <ul><li>Minimal and Non - invasive procedures with their respective description are as follows: </li></ul><ul><li>Blepharoplasty – corrects drooping eyelids and eyebags </li></ul><ul><li>Botox – temporarily eliminates fine wrinkles </li></ul><ul><li>Fillers – temporarily or permanently eliminate fine wrinkles </li></ul><ul><li>Brow-lift – eliminates drooping eyebrows </li></ul>
  23. 23. 7. Pricing for minimal invasive surgery is socialized <ul><li>Blepharoplasty – Php30k to Php80k </li></ul><ul><li>Botox – Php10k to Php30k </li></ul><ul><li>Fillers – Php20k to Php60k </li></ul><ul><li>Brow-lift – Php80k to Php150k </li></ul><ul><li>There are results that patients expect which only surgery can provide. This entitles premium pricing for surgical procedures. Hence, non-comparable in terms of pricing. </li></ul>
  24. 24. 8a. Promo <ul><li>Partnership with dermatologists, general cosmetic surgeons and anti-ageing medicine practitioners. </li></ul><ul><li>Underscore selling points: </li></ul><ul><li>1) Diplomate in Ophthalmology </li></ul><ul><li>2) Further aesthetic eye procedure training in Daegu Catholic University Center under a plastic surgeon </li></ul><ul><li>3) Aesthetic eye procedures are best performed by a trained ophthalmologist because of familiarity with the anatomy of the involved areas </li></ul>
  25. 25. 8b. Competitor promo <ul><li>Non-invasive cosmeceuticals communicate through paid advertisements, commercials and web- based marketing </li></ul><ul><li>Surgeons on the other hand disseminate their practice through referrals (word of mouth marketing) </li></ul>
  26. 26. 8b. Competitor promo <ul><li>Non-invasive cosmeceuticals communicate through paid advertisements, commercials, celebrity endorsements and web- based marketing </li></ul>
  27. 27. 8b. Competitor promo <ul><li>Surgeons on the other hand disseminate their practice through referrals, patient testimonials and word of mouth marketing </li></ul>
  28. 28. 9. Surgical procedures may be performed in 3 medical centers <ul><ul><li>3 medical centers – Cardinal Santos Medical Center in San Juan, Cabrini Hospital in Batangas and in the soon-to-rise Aesthetic Center at the Fort </li></ul></ul><ul><ul><li>Outpatient </li></ul></ul><ul><ul><li>Cash </li></ul></ul>
  29. 29. 10. Minimal invasive surgery harps on differentiation <ul><li>Main goal is for middle to old aged men and women with mid-face aesthetic needs to prefer minimal invasive surgery over non-surgical cosmeceuticals. </li></ul><ul><li>Differentiation is achieved through superior results produced by these minimal invasive procedures compared to cosmeceuticals. Moreover, procedures are performed by a surgeon who is familiar with the anatomy of the area involved, being an ophthalmologist with further training in aesthetics. </li></ul><ul><li>It benefits from the success of past procedures; testimonials from former patients. </li></ul><ul><li>It is premium priced and can be performed in 3 accessible medical centers. </li></ul>
  30. 30. SUMMARY
  31. 31. 5 Steps for Part 1 (PTM and positioning) <ul><li>Identify your target (PTM) </li></ul><ul><li>What do they need (NWE) </li></ul><ul><li>What are they choices (competitors) </li></ul><ul><li>Where is the opportunity (gap) </li></ul><ul><li>How big is the market (3Cs) </li></ul>
  32. 32. 5 Steps for Part 1 (PTM and Positioning) <ul><li>PTM are “middle to old-aged men and women with mid-face aesthetic needs” </li></ul><ul><li>Who want to boost self-esteem </li></ul><ul><li>Can choose non-surgical procedures </li></ul><ul><li>Gap is all non-surgical procedures are not as responsive as surgery </li></ul><ul><li>The market size is still undefined insofar as the Philippine market is concerned </li></ul>
  33. 33. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promo </li></ul><ul><li>Place </li></ul><ul><li>Generic Winning Strategy of Mix </li></ul>
  34. 34. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Minimal invasive mid-face surgical procedures </li></ul><ul><li>Is socialized </li></ul><ul><li>Discounts, free consultations and follow-ups </li></ul><ul><li>Is available in 3 medical centers </li></ul><ul><li>Uses differentiation approach to win </li></ul>
  35. 35. 10 STEP Marketing Plan for Aesthetic-Eyeplastic Practice Erwin Emeterio L. Isla June 2010

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