10 step marketing plan tmc wellness

4,376 views

Published on

Marketing Project: TMC Wellness
Catacutan, Evangelista, Lee, Legarda, Uy, J.

Published in: Health & Medicine, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
4,376
On SlideShare
0
From Embeds
0
Number of Embeds
149
Actions
Shares
0
Downloads
101
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • ANYONE: please check? =)
  • ANYONE: please check? =)
  • 10 step marketing plan tmc wellness

    1. 1. 10 Step Marketing PlanThe Medical City: Wellness and Aesthetics Center<br />CATACUTAN, Angelo Martin<br />EVANGELISTA, Jessica Anne<br />LEE, Jeunesse<br />LEGARDA, Jose Eduardo<br />UY, Justine Alessandra<br />January 12, 2011<br />
    2. 2. First Flight of StairsPositioning to the Target Market<br />PTM is the MODERN WORKFORCE<br />To PRIORITIZEhealth promotion and disease prevention<br />Wellness and aesthetics centers OUTSIDEsuch as Belo, SLMC, Asian Hospital, etc.<br />The gap is on the LACK OF A ONE-STOP SHOP<br />The MARKET SIZEis PhP 3.2 billion<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    3. 3. Second Flight of StairsThe Marketing Mix Strategy<br />Offers a variety of health check-up PACKAGES<br />At 25-50% premium, QUALITYtrumps quantity<br />Uses word of mouth, celebrity endorsement, TV, print & online ADVERTISING<br />Found in THE MEDICAL CITY, OrtigasAve. Pasig City<br />Uses a NICHEapproach to succeed!<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    4. 4. First Flight of Stairs<br />Positioning to the Target Market<br />
    5. 5. Health services for the MODERN WORKFORCE<br />PTM ages 25-45 years old<br />social class ABC<br />Lifestyle fast-paced, independent<br />Behavior wellness is a priority<br />beauty and sexy are “in”<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    6. 6. ToPRIORITIZEhealth promotion and disease prevention<br />I want to ENJOY LIFE!<br />I want to <br />BE LOVED!<br />I want to <br />LIVE LONGER!<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    7. 7. Wellness and aesthetics centers OUTSIDEDIRECT COMPETITORS<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    8. 8. Wellness and aesthetics centers OUTSIDEINDIRECT COMPETITORS<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    9. 9. Wellness and aesthetics centers OUTSIDEVARIABLES<br />Hospital name<br />Physician’s competency<br />Price<br />Accessibility<br />Time spent on check-up<br />Occasion of use<br />Technology<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    10. 10. COMPETITIVE POSITION MAPS <br />Asian Hospital<br />TMC<br />Asian Hospital<br />TMC<br />TMC<br />Asian Hospital<br />SLMC<br />SLMC<br />SLMC<br />Belo<br />Belo<br />Calayan<br />Belo<br />Calayan<br />5<br />Calayan<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    11. 11. TMC Wellness and Aesthetics Center’s EDGE: ALL SERVICES ARE PACKAGED<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    12. 12. The gap is due to LACK OF ONE-STOP SHOP<br />Create a niche market of HEALTH INTELLECTUALS<br />Individualized packages, unique to the needs of the client.<br />Attract more FINANCIALLY CAPABLE clients<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    13. 13. The MARKET SIZE is PhP 3.2 billionCOMPANY DATA<br />2009 Annual Sales = PhP 1.3 B<br />TMC Aesthetics Center: 5% = PhP 65 M<br />Estimated Aesthetics Surgery Market Share: 2%<br />Total Aesthetics Surgery Market = PhP 3.2 B<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    14. 14. The MARKET SIZEis PhP2.67 billionCOMPETITOR DATA<br />Annual Sales = PhP 800 M<br />Estimated Aesthetics Surgery Market Share: 30% = PhP 30 M<br />Total Aesthetics Surgery Market = PhP 2.67 B<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    15. 15. The MARKET SIZEis PhP300 millionCONSUMER DATA<br />Total Population = 95 M<br />Age group = 40 M<br />Social class ABC = 6 M<br />Will avail of services = 300,000<br />Once in how many years = 30 years<br />Average price per procedure = 30,000<br />Market Size = PhP300M(300,000/30)*30,000<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    16. 16. Second Flight of Stairs<br />The Marketing Mix Strategy<br />
    17. 17. Health check-up PACKAGESADOLESCENT (10-19Y)<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    18. 18. Health check-up PACKAGESADULT (20-59Y)<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    19. 19. Health check-up PACKAGESGERIATRIC (>60Y)<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    20. 20. OUT-PATIENT VS. IN-PATIENT<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    21. 21. At 25-50% premium, QUALITY trumps quantity<br />The prices of minor procedures in TMC are actually competitive. <br />However, for major procedures, TMC’s price is at a premium higher than Belo and Calayan but slightly lower than SLMC.<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    22. 22. Word of Mouth<br />Utilizing the power of the walking-talking advertisement!<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    23. 23. Celebrity Endorsement<br />Dina Bonnevie<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    24. 24. Talk to Docs<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    25. 25. Print Advertisement<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    26. 26. Online Advertisement<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    27. 27. The Medical CityOrtigas Ave. Pasig City<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    28. 28. Uses a NICHEapproach to succeed!<br />“With the Center´s Wellness & Aesthetics Program, every approach is made personalized, as it responds to the patient’s uniqueness at the level of his own health history. ¨Every diagnosis is personal. One treatment does not fit all patients.”<br />Dr. Rolando Balburias<br />Medical Director, TMC Wellness and Aesthetics Center.<br />Focused<br />Patient-centered<br />Individual-based<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    29. 29. The Grand Staircase<br />Summary<br />
    30. 30. First Flight of StairsPositioning to the Target Market<br />PTM is the MODERN WORKFORCE<br />To PRIORITIZEhealth promotion and disease prevention<br />Wellness and aesthetics centers OUTSIDEsuch as Belo, SLMC, Asian Hospital, etc.<br />The gap is on the LACK OF A ONE-STOP SHOP<br />The MARKET SIZEis PhP 3.2 billion<br />5<br />4<br />3<br />2<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    31. 31. Second Flight of StairsThe Marketing Mix Strategy<br />Offers a variety of health check-up PACKAGES<br />At 25-50% premium, QUALITYtrumps quantity<br />Uses word of mouth, celebrity endorsement, TV, print & online ADVERTISING<br />Found in THE MEDICAL CITY, OrtigasAve. Pasig City<br />Uses a NICHEapproach to succeed!<br />10<br />9<br />8<br />7<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />
    32. 32. Renovations for the Staircase<br />Recommendations<br />
    33. 33. Recommendations<br />VISUAL AIDS and EDUCATIONAL MATERIALS such as brochures and posters should be available, not only in hospital premises, also in the SATELLITE CLINICS.<br />Partnership with HMOs should be strengthened by negotiating OPTIMUM FINANCIAL COVERAGE of the Wellness and Aesthetics Center’s services.<br />10<br />9<br />5<br />4<br />8<br />3<br />7<br />2<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    34. 34. Recommendations<br />There remains an untapped growing market for MEDICAL TOURISM and marketing can be focused on strategies to penetrate it.<br />10<br />9<br />5<br />4<br />8<br />3<br />7<br />2<br />6<br />10 Step Marketing PlanWellness and Aesthetics Center<br />1<br />
    35. 35. 10 Step Marketing PlanThe Medical City: Wellness and Aesthetics Center<br />CATACUTAN, Angelo Martin<br />EVANGELISTA, Jessica Anne<br />LEE, Jeunesse<br />LEGARDA, Jose Eduardo<br />UY, Justine Alessandra<br />January 12, 2011<br />

    ×