Carpio 10 step_marketing_plan

JUSTIN LEO M. CARPIO
NOVEMBER 30, 2010
10 STEP MARKETING PLAN
The Philippine Heart Center
RADIOLOGICAL SCIENCES
CARPIO, JUSTIN LEO M. 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES

5 STEPS FOR PART 1
1. Philippine Heart Center: Radiologic Sciences
Division’s (PHC:RDS) PTM are patients with/with
probable cardiovascular diseases
2. For diagnostic and therapeutic/therapeutic
planning purposes
3. Competitors include other tertiary hospitals
(St. Lukes, The Medical City, MMC), secondary
hospitals, and stand alone diagnostic centers
4. Gap is delivering credible, convenient, and
affordable radiologic services
5. Market size is ~6.2 B

5 STEPS FOR PART 2
6. Philippine Heart Center: Radiologic Sciences
Division (PHC:RSD) as the most credible and
affordable specialty (cardiovascular) “one-stop
shop” radiologic center in the country
7. At least 20-30% cheaper than the competitors
8. Uses multimedia (TV, radio, print, website) for
advertising and an incentive approach for
doctor referrals
9. East Avenue, Quezon City, Philippines
10. Using a niche market approach with price
advantage

Positioning to the
PRIMARY TARGET MARKET
PART 1: Steps 1 to 5

1. PHC: RSD’s PTM are patients with/with
probable cardiovascular diseases
 Demographics: Any person with/with probable
cardiovascular diseases regardless of age,
gender, socioeconomic status
 Lifestyle: May potentially affect any person
 Behavior: Those who would want low cost,
convenient, and quality service
 Doctors (Cardiologists and other allied
physicians) should also be tapped because
their referrals bring patients to the division as
well

2. My PTM’s Needs, Wants, and
Expectations
 Needs: A healthier and functional self free from
the cardiovascular disease or from its
morbidities at the very least
 Wants: A credible, convenient, and affordable
means to be able to assure their needs
 Expectations: Credible, convenient, and
affordable services especially from a
government subsidized institution

3A. PHC: RSD’s Competitors
 Direct Competitors: None
 Indirect Competitors: Other tertiary,
non-specialized hospitals (St. Lukes, The
Medical City, MMC), secondary hospitals, and
stand alone diagnostic centers
 Variables: Referring physicians, PhilHealth/HMO
coverage

3B. PHC: RSD’s Competitors
HIGH CREDIBILITY LOW CREDIBILITY
HIGH COST
The Medical City,
St. Lukes, MMC
MID RANGE
COST
Philippine Heart
Center, other
secondary to
tertiary hospitals
Other
secondary
hospitals
LOW COST Stand alone diagnostic centers
Credibility vs Cost Matrix
Assumes that the tertiary hospitals almost have the similar market shares
having the most number of cardiovascular cases compared to
secondary hospitals and the stand alone diagnostic centers

Convenience vs Cost Matrix
MOST
CONVENIENT
LEAST
CONVENIENT
HIGH COST
The Medical City,
St. Lukes, MMC
MID RANGE
COST
Philippine Heart
Center
Other
secondary to
tertiary hospitals
LOW COST
Stand alone
diagnostic
centers

Credibility vs Convenience Matrix
HIGH CREDIBILITY LOW CREDIBILITY
MOST
CONVENIENT
The Medical City,
St. Lukes, MMC,
Philippine Heart
Center
LEAST
CONVENIENT
Other secondary
to tertiary
hospitals, Stand
alone diagnostic
centers
Stand alone
diagnostic
centers

4. PHC: RSD positions strongly in a niche
market opportunity
 Philippine Heart Center: Radiologic Sciences
Division is the only credible and affordable
specialty (cardiovascular) “one-stop shop”
radiologic center in the country
 Other radiologic divisions are multi-specialty
ones with high cost services
 “Jack-of-all-trades: Master-of-none” vs
“Master-of-one”

5. PHC:RDS’ Market
 Radiological Services in the Philippines:
Php 6.2 B (2009)
 PHC:RDS Income: Php 64 M, claiming 1% of
market share

The MARKETING MIX
Strategy
PART 2: Steps 6 to 10

6. PHC:RDS and its Competitors

6. PHC:RDS
 The division offers various imaging modalities
and thus, was divided into four sections:
1. General Diagnostic Radiology
X-ray and Fluoroscopic procedures
2. CT-MRI Section
General, Vascular, Cardiac CT/MRI and
Special procedures
3. Ultrasound Section
General Ultrasound and Interventional
procedures
4. Vascular Interventional Radiology
Angiograms, Embolization, Coiling and
Stenting

7. PHC:RDS’ Prices
 The division adapts a socialized payment
scheme
 However, the rate for private patients are still 20-
30% lower compared to private institutions
 The division also offers packages along with other
hospital divisions for both inpatients and
outpatients
1. Inpatients: Cardiopulmonary Examination,
Cardiovascular Check-Up, Executive Check-Up
2. Outpatients: Cardiopulmonary Packages I-III, Heart
Packages I-V, Pedia Heart Package, Mini Heart
Packages I-III, Vascular Packages I-II

7. PHC:RDS’ Prices (Inpatient)

7. PHC:RDS’ Prices (Outpatient)

8. PHC:RDS’ Promotions
 Television and Radio Ads: Make use of
government owned stations
 Print Ads/Posters/Flyers: Distributed to doctors
and patients
 Internet: www.phc.gov.ph
 Incentive approach: For doctor referrals
The doctors who will refer patients to the
radiology department will be given incentives
through bonuses. However, rational diagnostics will
be upheld.

8. PHC:RDS’ Promotions (Website)

9. PHC:RDS’ Place
 It is located at the first floor of the Philippine Heart
Center, East Avenue, Quezon City

10. PHC:RDS’ Niche Strategy
 PHC:RDS should capitalize on what they currently
does best: Cardiovascular imaging
 This is what they are known for so this is what they
should push for
 They should also show that they are way cheaper
than other tertiary hospitals but still get the same
quality

SUMMARY

Carpio 10 step_marketing_plan

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