10 step marketing plan

1. 1
10 STEP
Marketing Plan for
The SugarFree Clinic
Kenneth C. de Jesus
August 2015

2. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

3. 1. The Sugarfree Clinic PTM are diabetics who want to be healthier and be in
control of their diabetes
2. Who want to receive all-around holistic services regarding their diabetes from
qualified individuals
3. Can choose from diabetes centers in other hospitals such as The Medical
City, UST, St. Luke’s, etc.
4. The gap lies in that being diabetic requires a radical lifestyle change where
one needs many professionals to teach the patient how to control the illness.
Most patient will be referred to different people at different places at different
schedules. The Sugarfree Clinic combines all the needed professionals,
equipment, and facilities all in one place so that the patient may learn about
his illness without inconvenience.
5. There about 3.4 million diabetics in the Philippines since 2010, estimating
6.16 million diabetics to have been seen by 2030.
Steps 1 to 5
Summary headline of your
PTM and market

4. 1. All-in-one holistic diabetes center
2. At Php 1750 for a full package
3. Uses social media, physical media,
while engaging free screening, free
lectures, etc. to promote the clinic
4. Located at North Ave., Quezon City
5. Uses a differentiation strategy
Steps 6 to 10
Summary headline of the
marketing mix & strategy

5. 1. The Sugarfree Clinic PTM are
diabetics who want be healthier
and be in control of their DM
 Demographics: Diabetics age 0 and
above, social class A through C
 Lifestyle: Newly-diagnosed or chronic
diabetics who need a lifestyle change to
control their disease
 Behavior: Eat prohibited food, do not
exercise, generally not knowledgeable
about their disease

6. 2. Sugarfree Clinic’s PTM’s
NWD
Need for health
Need reassurance that diabetes complications
are not going to overwhelm them
Need to be in control of their disease,
Not the other way around
The achievement of gaining a
healthier body, hence, a healthier self

7. 2. Sugarfree Clinic’s PTM’s
needs, wants & demands
Needs: The need for health and control over their
disease
Wants: Choose the Sugarfree Clinic because it is a
complete facility. It is not only a clinic but also a
nutrition clinic, demo kitchen, gym, teaching facility all
dedicated towards helping diabetics control their
disease.
Demands: Expect to have qualified individuals rendering
all-around holistic services in order to help them with
their illness

8.  Direct:
 The Medical City Diabetes Center
 UST: St. Thomas Diabetes Center
 Makati Medical Diabetes Center
 St. Luke’s Center for Diabetes, Thyroid,
and Endocrine Disorders
3a. Sugarfree Clinic’s
competition

9.  Indirect:
 Individual endocrinologists, nutritionists,
dietitians
 Variables:
 Proximity to facility, facility’s previous
reputation
3a. Sugarfree Clinic’s
competition

10. 4. The Sugarfree Clinic
Position
When one has or is newly diagnosed with diabetes, a
patient must undergo a lifestyle change to control the
disease. A complete turnaround is needed.
It is recommended by medical literature that a patient
not only have an endocrinologist, but a nutritionist, a
licensed diabetes educator, etc., as part of the team.
Many people and services are needed to teach one
person with diabetes how to control the disease

11. 4. The Sugarfree Clinic
Position
Typically, a patient is inconveniently referred to many parts of a
hospital or to many people so that he may partake of all
services needed.
The position of the Sugarfree Clinic is that now, a patient can go to
just ONE place to learn how to take better care of himself. In
this one facility, there are doctors, nutritionists, personal
trainers, etc. The facility itself is not just a clinic but a gym, demo
kitchen, lecture hall; all the people and services needed to
holistically take care of one diabetic patient.

12. 5. The market size using
customer data
 As of 2010, 3.4 million diabetics in the Philippines
 In the Philippines about $ 34.04 per month is spent
per patient to acquire diabetes care
 Assuming 25% of the Philippine diabetic population
live in Metro Manila:
 0.85 million people at $ 34.04 is at $ 28.934 million market
size/

13. 6a. The Sugarfree Clinic vs.
Others

14. 6b. The Sugarfree Clinic: A
description
The Sugarfree Clinic is a compound made up of a main clinic, a
restaurant/demo kitchen, physical recreation area, and a lecture
hall.
The main clinic holds all the doctors and medical equipment
needed to address all the needs of a diabetic patient. This not
only includes endocrinologists but cardiologists, nephrologists,
and wound specialists. Within the clinic, you may also find
rooms where licensed nutritionist/dietitians hold nutrition
counseling.

15. 6b. The Sugarfree Clinic: A
description
The restaurant is an adjunct to the medical service and will be
located right beside the main clinic. It will serve only healthy,
wholesome food to its patrons while the back portion being a
demo kitchen for those who would like to learn to cook healthy
at home.
The physical recreation area is mostly an open field where people
may run, play, and exercise. This is where personal trainers will
mostly work. The customers of the Sugarfree clinic may avail of
classes such as Yoga, Pilates, and TaiChi that will be done in
this area. This area also features a small gym for those more
inclined for this type of activity.

16. 6b. The Sugarfree Clinic: A
description
Lastly, the lecture hall is a vast auditorium where conferences may
be held. This includes small connecting rooms where small
group discussions may be held or smaller lectures as well. This
is the main facility used to teach diabetics about their disease.
Main ClinicRestaurant/
Demo Kitchen
Lecture
Hall
Physical Recreation Area
Parking

17. 7. Price
 Full package: medical consultation,
nutrition consultation, exercise
consultation, introductory lecture
At approximately Php1,750 per patient.

18.  Website and Facebook page
 Regularly updated social media
accounts featuring tips, guides, and
success stories of the clinic’s patients
 Posters and fliers at health centers
 Word of mouth
8a.The Sugarfree Clinic
Promo

19. Free diabetes screening at the clinic
Free lectures and talks regarding DM at
the clinic
Fun runs and sportsfest promote
healthier lifestyles
8a.The Sugarfree Clinic
Events and Experience

20. 8b. Competitors promo
Most competitor’s promos are
promotional materials distributed within
the confines of their own hospitals.

21. 9. The SugarFree Clinic
Place
 Clinic location
 North Ave., Quezon City
 For referrals, walk-in patients, and even
those curious enough to learn

22. 10. The Sugarfree Clinic’s
winning strategy
 Differentiation

The Sugarfree Clinic is the only specialty clinic
where all professionals, equipment, and
facilities needed to holistically take care of a
patient with diabetes are found TOGETHER.

23. 23
SUMMARY

24. 1. The Sugarfree Clinic PTM are diabetics who want to be healthier and be in
control of their diabetes
2. Who want to receive all-around holistic services regarding their diabetes from
qualified individuals
3. Can choose from diabetes centers in other hospitals such as The Medical
City, UST, St. Luke’s, etc.
4. The gap lies in that being diabetic requires a radical lifestyle change where
one needs many professionals to teach the patient how to control the illness.
Most patient will be referred to different people at different places at different
schedules. The Sugarfree Clinic combines all the needed professionals,
equipment, and facilities all in one place so that the patient may learn about
his illness without inconvenience.
5. There about 3.4 million diabetics in the Philippines since 2010, estimating
6.16 million diabetics to have been seen by 2030.
Steps 1 to 5
Summary headline of your
PTM and market

25. 1. All-in-one holistic diabetes center
2. At Php 1750 for a full package
3. Uses social media, physical media,
while engaging free screening, free
lectures, etc. to promote the clinic
4. Located at North Ave., Quezon City
5. Uses a differentiation strategy
Steps 6 to 10
Summary headline of the
marketing mix & strategy