V49tenstepsmarketingplan holylife hospital


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V49tenstepsmarketingplan holylife hospital

  1. 1. 1<br />10 STEP Marketing Plan for (HOLYLIFE HOSPITAL)<br />JESUS B. ACANTILADO,MD, DPPS<br />JUNE 19,2010<br />
  2. 2. 5 Steps for Part 1(PTM and positioning)<br />Barangay NAPICO(PTM)<br />Health care system (NWE)<br />Primary and secondary Hospitals, private clinics (competitors)<br />Accessability, affordability (gap)<br />48,000 population, Class BCD (3Cs)<br />
  3. 3. 5 Steps for Part 2(Marketing Mix & Strategy)<br />Holylife hospital <br />20% less from the competitors<br />Uses fliers, news papers, lectures, and events <br />To be distributed at barangayNapico<br />Uses low price and accessible health facility<br />
  4. 4. 4<br />Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
  5. 5. Demographics ; ages – from birth to adulthood, male and female, regardless of civil status, living in barangayNapico and other neighboring town <br />Life style : regular employees, sales clerks, OFW, factory workers, class BCD<br />Behavior- needs an affordable health care system, accessible, easy term payment, complete health facilities.<br />PRIMARY TARGET MARKET IS<br />
  6. 6. 2. My PTMs, Needs, wants, expectations.<br />Needs – every member of the family needs check up only if with illness. <br />Wants - they want an accessible hospital which offers low consultation, fast release of laboratory results. <br />Expectation – they expect the hospital is one stop shop, complete laboratory service, recovery from their illness with less expenses possible. <br />
  7. 7. I want to provide my family accessible<br />Health care facilities<br />I want my family to be healthy<br />
  8. 8. 3. List of Competitors<br />Direct competitors - all secondary hospitals within 5 kilometer radius, namely: St. Therese hospital, Alfonso Hospital, Immaculate Hospital.<br /> Indirect competitors – clinics, The Medical City, Mission Hospital, Pasig City General Hospital, Rizal Medical Center. <br />
  9. 9. Variables: age of the patients, professional fees, availability of the service, availability of the specialist, HMO accreditation, philhealth accreditation. <br />Continuation Competitors<br />
  10. 10. 3b. Competitive Position Map<br />Availability of the service<br />Availability of specialist<br />Price of the ancillary service<br />Professional fees<br />Accessibility of the hospital <br />
  11. 11. Positional Map<br />Price vs. service <br />CLINICS<br />TMC<br />VRP<br />Holylife hospital<br />Mission hospital<br />
  12. 12. Holylife positioning is shown in this map<br />
  13. 13. 4. Identify the gap between customers and competition<br />Holylife Hospital is a primary hospital which offers complete primary health care service within reach of the target market which is barangayNapico.<br /> The gap between the patients is the location of the competitors, price of the service<br />
  14. 14. Continuation gap between costumers and competition<br />Location of the competitors<br />Price of hospitalization which includes PF, lodging, and other services<br />Offers service to class BCD group of community<br />
  15. 15. 5a. Estimate the market size using competitor data<br />Consultation Fee ER. Tertiary hospital (Private)<br />A . 450.00 pesos adult ( 20/day) 3Million/year<br />2. Consultation Fee ER. Secondary hospital<br /> A. 350 pesos adult (20/day) 2.3 Million/ year <br />3. A total of 48,000 population barangay NAPICO<br />
  16. 16. 5. Market Size<br /> a total 48,000 population lives in barangay NAPICO. <br />
  17. 17. 17<br /> The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
  18. 18. 6a. Photos of different hospital competitors <br />Clinic<br />
  19. 19. 6b. Product Description<br />Holylife Hospital is a two story building, 2 ER beds, 8 beds capacity primary hospital, duly accredited by DOH, a member of PHA soon 2011 Philhealth accredited.<br />4 internist<br />2 pulmonogist, 1 cardiologist, 2 surgeons, 4 pediatricians, 2 OB gyne, <br />
  20. 20. Continuation product description<br />2 ophthalmologist<br />1 cosmetic surgeon<br />Level 2 Laboratory, 300 MA X ray, minor OR, DR.<br />
  21. 21. 7. Price<br />
  22. 22. 8a. Promo<br />Advertising use fliers, posters, brochures. <br />Sales Promotions discount on laboratory procedure<br />Public Relations lectures at the barangay level<br />Direct Marketing person to person<br />Personal Selling give samples to patients<br />. <br />
  23. 23. 8a. Promo<br />Samples<br />
  24. 24. Continuation promo<br />Holylife Hospital : advertisements, sales discount in services, person to person, lectures at barangay hall, telecommunication, news paper, fliers, posters, stickers posted on side of the tricycle. <br />
  25. 25. 8b. Competitor’s promo<br /> Tertiary Hospital : advertisements, news papers, fliers, HMO, TV, posters, lectures, and websites.<br /> Secondary Hospital : advertisements, news papers, fliers, posters, HMO, lectures, and websites. <br />
  26. 26. 8c Competitor’s promo<br /> TV ads, fliers, poster located along the side streets, sales promo, postgraduate study(tertiary), websites.<br />
  27. 27. 9. Location of the hospital<br />President Quezon st,Life Homes subd, Barangay Rosario, Pasig City.<br />With its close vicinity from the barangay, the hospital is located along the main exit of the subdivision’s main road. <br />
  28. 28. 10. Winning Strategy<br />Holylife Hospital main strategy is to dominate the health care system of the entire barangay NAPICO.<br />Competitive price of services<br />Location of the hospital, accessibility<br />Excellent, completeness of the ancillary services, comfort, approachable consultant and specialist. <br />
  29. 29. 29<br />SUMMARY<br />Ten steps marketing plan<br />(Holylife Hospital)<br />
  30. 30. 5 Steps for Part 1(PTM and positioning)<br />Barangay NAPICO(PTM)<br />Health care system (NWE)<br />Primary and secondary Hospitals, private clinics (competitors)<br />Accessability, affordability (gap)<br />48,000 population, Class BCD (3Cs)<br />
  31. 31. 5 Steps for Part 2(Marketing Mix & Strategy)<br />Holylife Hospital<br />20% lower price<br />Uses advertisements, lectures, person to person, sales promo <br />Located at the main exit of the subdivision<br />Uses low cost of health service <br />
  32. 32. 32<br />10 STEP Marketing Plan for (HOLYLIFE HOSPITAL)<br />JESUS B. ACANTILADO,MD, DPPS<br />JUNE 19,2010<br />