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1<br />10 STEP Marketing Plan forAPECS- DM Clinic (Diabetic Retinopathy) <br />Farlah Angela S. Sevilla<br />June 19, 2010...
5 Steps for Part 1 (PTM and Positioning)<br />APECS PTM are Diabetics, age 50- 65<br />Who want to be functional and secur...
5 Steps for Part 2(Marketing Mix & Strategy)<br />APECS- DM clinic<br />Is priced lower than leading brands <br />Uses sym...
4<br />Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
1.APECS- DM clinic’s primary target market (PTM) is..<br />Demographics (50-65, M/F, class ABC)<br />Lifestyle (active or ...
I need to become <br />functional again<br />I want to be less of a burden<br />I want to be protected <br />from blindnes...
2. My PTM’s NWE<br />Diabetics need…<br />To belong (social), functional again, Self actualization<br />Diabetics choose A...
3a. APECS- DM clinic has many formidable competitors<br />Direct: QC Eye, East Avenue Medical Center (EAMC), St Lukes Medi...
APECS is #1 in niche: middle priced and referral to other MD specialists <br />Price vs. ease of referral<br />SLMC<br />A...
APECSunique positioning is shown in this competitive map<br />Positioning vs. Service Provider<br />Many competitors focus...
4. APECS positions strongly in a niche market opportunity<br />APECS is the only DM clinic <br />that has competent doctor...
5a. Based on competitor data, DM market is P287 million<br />EAMC estimates : <br />Patients= 1920 x P200= P384,000  <br /...
5b. Based on APECS data, where market share is 1%, total market size is P300 million<br />APECS data: sales is P3 M<br />A...
5c. Consumer data indicates a total size of P 318M<br />Ophtha DM consult alone:<br />(based on prevalence of DM) 429 thou...
5c. Consumer data indicates a total size of P 318M<br />On laser and surgery of DM patients:<br />LASER:(based on prevalen...
5. Concluded that DM clinic market is P300 million<br />Competitor data= P287M<br />Company data = P 300M<br />Usage data ...
17<br /> The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
6a. Eye care is dominated by  3 major brands<br />
6b. Product Description<br />SERVICES:<br />Vision screening <br /> and correction<br />
6b. Product Description<br />SERVICES:<br />Retina Diagnostics<br /> and treatment<br />
6b. Product Description<br />SERVICES:<br />Glaucoma screening<br /> and diagnostics<br />
6b. Product Description<br />SERVICES:<br />Pediatric vision <br /> screening and <br /> diagnostics<br />
6b. Product Description<br />SERVICES:<br />Ocular infections<br /> and inflammations<br />
6b. Product Description<br />SERVICES:<br />Ophthalmic <br /> surgeries<br />
6b. Product Description<br />Asia Pacific Eye Care Specialists (APECS) is an eye clinic located at the Dialysis Center and...
6b. Product Description<br />APECS has 8 competent, experienced Ophthalmologists with different sub-specialties:<br />Cata...
7. Prices- APECS is priced at par or lower than competitors<br />APECS consult (regardless of specialty)= P500<br />APECS ...
8a. Promo<br />Patient Education<br />
8a. Promo<br />Symposia, Scientific lectures<br />
8a. Promo<br />Spectacles promo<br /> discounts<br />
8a. Promo<br />Special discounts/<br />Surgery and laser<br />package<br />
8a. Promo<br />APECS website<br />
8b. Competitor promo<br />Posters<br />
8b. Competitor promo<br />Celebrity endorsements<br />
8b. Competitor promo<br />Websites<br />
9. APECS is located at the NKTI Doctors Clinic<br />
10. APECS- DM Clinic is a niche leader<br />APECS’ main strategy is to dominate the niche market of 50- 65 year old diabet...
38<br />SUMMARY<br />10 STEP Marketing Plan for<br />APECS- DM Clinic (Diabetic Retinopathy) <br />
5 Steps for Part 1 (PTM and Positioning)<br />APECS PTM are Diabetics, age 50- 65<br />Who want to be functional and secur...
5 Steps for Part 2(Marketing Mix & Strategy)<br />APECS- DM clinic<br />Is priced lower than leading brands <br />Uses sym...
41<br />10 STEP Marketing Plan forAPECS- DM Clinic (Diabetic Retinopathy) <br />Farlah Angela S. Sevilla<br />June 19, 201...
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Farlah 10step plan

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Farlah 10step plan

  1. 1. 1<br />10 STEP Marketing Plan forAPECS- DM Clinic (Diabetic Retinopathy) <br />Farlah Angela S. Sevilla<br />June 19, 2010<br />
  2. 2. 5 Steps for Part 1 (PTM and Positioning)<br />APECS PTM are Diabetics, age 50- 65<br />Who want to be functional and secured from blindness <br />Can choose SLMC, AEC, AEI, QC eye, EAMC<br />Gap is all other brands focus on eye problem alone. <br />The market size is P300M. APECS niche is P3M.<br />
  3. 3. 5 Steps for Part 2(Marketing Mix & Strategy)<br />APECS- DM clinic<br />Is priced lower than leading brands <br />Uses symposia, patient education, discounts and package<br />Is located at the NKTI<br />Uses a niche approach to win<br />
  4. 4. 4<br />Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
  5. 5. 1.APECS- DM clinic’s primary target market (PTM) is..<br />Demographics (50-65, M/F, class ABC)<br />Lifestyle (active or retirees, with pre-existing DM or impaired glucose, smoking history, poor diet and physical inactivity)<br />Behavior (monthly/quarterly consult, 500/consult, DM control & complications)<br />
  6. 6. I need to become <br />functional again<br />I want to be less of a burden<br />I want to be protected <br />from blindness<br />
  7. 7. 2. My PTM’s NWE<br />Diabetics need…<br />To belong (social), functional again, Self actualization<br />Diabetics choose APECS over other DM clinics because of ….<br />Competent doctors and staff, within a referral center (NKTI), nice clinic with complete equipments, and reasonable price<br />Diabetics expect this when they go to APECS- DM clinic…<br />Informed and empowered with more knowledge about their disease, and security from blindness<br />
  8. 8. 3a. APECS- DM clinic has many formidable competitors<br />Direct: QC Eye, East Avenue Medical Center (EAMC), St Lukes Medical Center (SLMC), American Eye Center (AEC), Asian Eye Institute (AEI)<br />Indirect: other tertiary hospitals, retina specialists, general ophthalmologists, optometrists, EENT specialists<br />Variables: Competence, Price, Rapport to patients, availability of equipments and services, clinic ambience, referrals to other specialties (ophtha and non- ophtha)<br />
  9. 9. APECS is #1 in niche: middle priced and referral to other MD specialists <br />Price vs. ease of referral<br />SLMC<br />AEI<br />AEC<br />APECS<br />QC eye<br />EAMC<br />
  10. 10. APECSunique positioning is shown in this competitive map<br />Positioning vs. Service Provider<br />Many competitors focus on eye problem alone and do not place much emphasis on holistic care of diabetic patients . <br />
  11. 11. 4. APECS positions strongly in a niche market opportunity<br />APECS is the only DM clinic <br />that has competent doctors, specialists, staff<br />With state of the art equipments (specifically for DM- retina patients)<br />With subspecialty clinics and services (dialysis and kidney transplant centers, nutrition clinic, endocrine <br />No brand has a similar position.<br />Others focus on eye problem alone.<br />
  12. 12. 5a. Based on competitor data, DM market is P287 million<br />EAMC estimates : <br />Patients= 1920 x P200= P384,000 <br />Laser= 720 x P2000= P1.4M<br />Surgery= 240 x P16500= P3.96M<br />Estimated market share= 2%<br />P5.7M/0.02= P287M<br />
  13. 13. 5b. Based on APECS data, where market share is 1%, total market size is P300 million<br />APECS data: sales is P3 M<br />APECS claims market share of 1%<br />Then total market size is <br /> P3 million/0.01 = P 300M<br />
  14. 14. 5c. Consumer data indicates a total size of P 318M<br />Ophtha DM consult alone:<br />(based on prevalence of DM) 429 thousand DM Filipinos (50-65) consult on an average of 1x/ year= 6.5m x P500= 214.5 M<br />(based on prevalence of DR) 122 thousand DM x P500= 61M<br />
  15. 15. 5c. Consumer data indicates a total size of P 318M<br />On laser and surgery of DM patients:<br />LASER:(based on prevalence of DR severity) 12.2 thousand DM Filipinos x P2,000/eye (PHIC-RVU) = 24M<br />SURGERY: 1098 DM Filipinos x P16,500 (PHIC-RVU)= 18M<br />
  16. 16. 5. Concluded that DM clinic market is P300 million<br />Competitor data= P287M<br />Company data = P 300M<br />Usage data = P 318M<br />
  17. 17. 17<br /> The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
  18. 18. 6a. Eye care is dominated by 3 major brands<br />
  19. 19. 6b. Product Description<br />SERVICES:<br />Vision screening <br /> and correction<br />
  20. 20. 6b. Product Description<br />SERVICES:<br />Retina Diagnostics<br /> and treatment<br />
  21. 21. 6b. Product Description<br />SERVICES:<br />Glaucoma screening<br /> and diagnostics<br />
  22. 22. 6b. Product Description<br />SERVICES:<br />Pediatric vision <br /> screening and <br /> diagnostics<br />
  23. 23. 6b. Product Description<br />SERVICES:<br />Ocular infections<br /> and inflammations<br />
  24. 24. 6b. Product Description<br />SERVICES:<br />Ophthalmic <br /> surgeries<br />
  25. 25. 6b. Product Description<br />Asia Pacific Eye Care Specialists (APECS) is an eye clinic located at the Dialysis Center and Doctors Clinic of the National Kidney and Transplant Institute.<br />Services offered: Vision screening and correction, Retina Diagnostics and Treatment, Glaucoma Screening and Diagnostics, Pedia Vision Screening and diagnostics, Ocular infections and inflammation, and Ophthalmic surgeries<br />
  26. 26. 6b. Product Description<br />APECS has 8 competent, experienced Ophthalmologists with different sub-specialties:<br />Cataract and Refractive<br />Pediatric Ophthalmologist<br />Medical and Surgical Vitreoretina specialist<br />Ocular inflammation and uveitis<br />External Disease and Cornea <br />
  27. 27. 7. Prices- APECS is priced at par or lower than competitors<br />APECS consult (regardless of specialty)= P500<br />APECS retina surgery= P 25- 40k<br />APECS laser treatment= P12- 15k<br />APECS is priced at par with QC eye and 40% higher than EAMC with aim of maximizing profits in its niche.<br />APECS is priced 25- 40% lower than AEC, AEI.<br />
  28. 28. 8a. Promo<br />Patient Education<br />
  29. 29. 8a. Promo<br />Symposia, Scientific lectures<br />
  30. 30. 8a. Promo<br />Spectacles promo<br /> discounts<br />
  31. 31. 8a. Promo<br />Special discounts/<br />Surgery and laser<br />package<br />
  32. 32. 8a. Promo<br />APECS website<br />
  33. 33. 8b. Competitor promo<br />Posters<br />
  34. 34. 8b. Competitor promo<br />Celebrity endorsements<br />
  35. 35. 8b. Competitor promo<br />Websites<br />
  36. 36. 9. APECS is located at the NKTI Doctors Clinic<br />
  37. 37. 10. APECS- DM Clinic is a niche leader<br />APECS’ main strategy is to dominate the niche market of 50- 65 year old diabetics who need to still be functional and protected from blindness due to diabetes. <br />It benefits from its location, within a specialized tertiary hospital. <br />
  38. 38. 38<br />SUMMARY<br />10 STEP Marketing Plan for<br />APECS- DM Clinic (Diabetic Retinopathy) <br />
  39. 39. 5 Steps for Part 1 (PTM and Positioning)<br />APECS PTM are Diabetics, age 50- 65<br />Who want to be functional and secured from blindness <br />Can choose SLMC, AEC, QC eye, EAMC<br />Gap is all other brands focus on eye problem alone. <br />The market size is P300M. APECS niche is P3M.<br />
  40. 40. 5 Steps for Part 2(Marketing Mix & Strategy)<br />APECS- DM clinic<br />Is priced lower than leading brands <br />Uses symposia, patient education, discounts and package<br />Is located at the NKTI<br />Uses a niche approach to win<br />
  41. 41. 41<br />10 STEP Marketing Plan forAPECS- DM Clinic (Diabetic Retinopathy) <br />Farlah Angela S. Sevilla<br />June 19, 2010<br />

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