This marketing plan was also presented for Group 2 (mixed nuts) MBAH-8

1. 1 10 STEP Marketing Plan for ARDI Healthcare Center Federico D. Aranzamendez III, MD DPBO Ateneo Graduate School of Business MBA-H Batch 8 June 2010

2. ARDI(PTM and Positioning) Personnel of Companies based in Clark, Medical Tourists via DMA, neighboring towns of Pampanga and Tarlac Competent Ambulatory Healthcare Tertiary and Secondary Hospitals in Pampanga (49)

3. ARDI (PTM and Positioning) Gap competitors are located outside Clark (PTM) The market size is 0.3M people of Angeles/Mabalacat Area+.05M workforce in the Zone + Medical tourists?. Target Niche- 20%

4. ARDI(Marketing Mix & Strategy) High Standard Ambulatory Medical/Surgical Healthcare More for less Membership in CILA (Clark Investors and Locators Assoc.), World Tourism Congress, Free lectures and clinics .

5. ARDI(Marketing Mix & Strategy) 9. Clark Freeport Zone 10. Uses a niche approach to win

6. 6 Positioning to the Primary Target Market ARDI

7. 1. ARDI (PTM) MultinationalCompanies, Expats and Medical Tourists Demographics Cluster A – 21-55 y/o employees of Multinational Companies and their families Cluster B – Retired Foreign Nationals living in Clark Cluster C – Medical Tourists

8. 1.ARDI (PTM) MultinationalCompanies, Expats and Medical Tourists Lifestyle Cluster A – working for Multinational Companies based in Clark Cluster B – enjoying retirement Cluster C – seeking for quality healthcare at less cost.

9. 1.ARDI (PTM) MultinationalCompanies, Expats and Medical Tourists Behavior Cluster A – with steady and regular income and good purchasing power. Cluster B – with regular pension in dollars Cluster C – looking for quality healthcare at an affordable cost

10. 2. My PTM’s NWE Needs from Maslow’s hierarchy

11. Cluster C – Inc self-esteem Cluster A and B- Basic Healthcare

12. 2. My PTM’s NWE Cluster A and B -access to safe and quality healthcare with relative ease. Cluster C Physical Enhancement +Health Improvement = self esteem, status and sense of well being

13. 3a. ARDI has many formidable competitors Direct Tertiary And Secondary Hospitals in Angeles, Pampanga Indirect Tertiary and Secondary Hospitals in Tarlac and Metro Manila

14. 3a. ARDI has many formidable competitors Variables: Proximity to PTM Quality of Service (Facilities and MD’s) Price Level of Care

15. Proximity vs. Quality Service Quality Service CLARK Location

16. Price vs. Level of Care Level of Care CLARK PRICE

17. 4. ARDI positions strongly in a niche market opportunity ARDI is the only Healthcare Facility in Clark Freeport Zone Area of its kind! It has state of the art facilities for ambulatory healthcare service with competent and qualified health care providers for local and international patients

18. 4. ARDI positions strongly in a niche market opportunity It is the only Healthcare Facility Which is conveniently located near the Diosdado Macapagal International Airport!

19. 4. ARDI positions strongly in a niche market opportunity

20. 5a. Estimate of the market size by other Institutions

21. 5b. Estimate of the market size by ARDI

22. 22 The Marketing Mix Strategy Part 2: Steps 6 to 10

23. 6a. HealthCare Services in Clark Area is dominated by;

24. 6b. Product Description ARDI is the newest Medical/Surgical Facility in Clark Freeport Area It is a 2,000 m2 Facility with State of the Art Equipments for diagnosis and treatment.

25. 6b. Product Description

26. 7. Price HMO’s and PHIC will be accepted to decrease out of pocket expenses Special ARDI health cards will be promoted with lower rates for client holders

27. 7. Price - ARDI aims to offer 10% less on all services based on average competitors price. - Premium Packages for Special Procedures.

28. 8a. Promo “ARDI”

29. 8a. Promo “ARDI”

30. ARDI 8a. Promo

31. 8a. Promo http://www.ardihealthservices.com

32. 8a. Promo

33. 8a. Promo

34. 8a. Promo federicoaranzamendeziii@blogspot.com

35. 8b. Competitor promo Angeles University Foundation Medical Center http://www.aufmc.org/contact.htm

36. 8b. Competitor promo WEB LINK Angeles Medical Center Mt. Carmel Medical Center Philippine International Hospital

37. 9. ARDI is….

38. 10. ARDI is a niche leader ARDI’s main strategy is to dominate the niche market of Ambulatory Healthcare at the Clark Freeport Zone It is strategically located nearest to its target market.

39. 10. ARDI is a niche leader It provides quality ambulatory healthcare comparable to its major competitors with better rates. It aims to pioneer Medical Tourism in this part of the Country!

40. SUMMARY ARDI is the newest Ambulatory Healthcare Facility in Clark Freeport Zone. It is located closest to its PTM. 40

41. SUMMARY It offers Safe and Quality Ambulatory Health Care and is to be in the forefront of Medical Tourism in this part of the Country! 41 federicoaranzamendeziii@blogspot.com

42. 42 10 STEP Marketing Plan for ARDI Healthcare Center Federico D. Aranzamendez III, MD DPBO Ateneo Graduate School of Business MBA-H Batch 8 June 2010