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Group 10 step marketing plan

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Group 10 step marketing plan

  1. 1. 10 STEP MARKETING PLAN <br />The Philippine Heart Center<br />RADIOLOGICAL SCIENCES<br />JUSTIN CARPIO, PETER CHUA, CANDY DRILON, MURIEL GO, JUNNO KATO, RIANNA SALAZAR<br />JANUARY 10, 2011<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  2. 2. 5 STEPS FOR PART 1<br />Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are doctors from PHC and other institutions and patients with/with probable cardiovascular diseases<br />For diagnostic and therapeutic/therapeutic planning purposes<br />Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers<br />Gap is delivering credible, convenient, and affordable radiologicservices<br />Market size is ~6.2 B<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  3. 3. 5 STEPS FOR PART 2<br />Philippine Heart Center: Radiologic Sciences Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country<br />At least 20-30% cheaper than the competitors<br />Uses multimedia (TV, radio, print, digital) for advertising and word-of-mouth approach for doctor referrals<br />East Avenue, Quezon City, Philippines<br />Using a niche market approach with price advantage <br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  4. 4. Positioning to the PRIMARY TARGET MARKET<br />PART 1: Steps 1 to 5<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  5. 5. PHC: RSD’s PTM are patients with/with probable cardiovascular diseases<br />Demographics: Any person with/with probable cardiovascular diseases regardless of age, gender, socioeconomic status<br />Lifestyle: May potentially affect any person <br />Behavior: Those who would want low cost, convenient, and quality service<br />Doctors (based in PHC, Cardiologists and other allied physicians) should also be tapped because their referrals bring patients to the division as well<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  6. 6. 2. My PTM’s Needs, Wants, and Expectations<br />Individual Sense of Well-Being<br />Health and Wellness<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  7. 7. 2. My PTM’s Needs, Wants, and Expectations<br />Patients:<br />Needs: A healthier and functional self free from the cardiovascular disease or from its morbidities at the very least<br />Wants: A credible, convenient, and affordable means to be able to assure their needs <br />Expectations: Credible, convenient, and affordable services especially from a government subsidized institution<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  8. 8. 2. My PTM’s Needs, Wants, and Expectations<br />Doctors:<br />Needs: A healthier and functional patient free from the cardiovascular disease or from its morbidities at the very least<br />Wants: A credible, convenient, and affordable means to be able to assure their need for reliable radiologic imaging<br />Expectations: Credible, convenient, and affordable services especially from a government subsidized institution for their patients<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  9. 9. 3A. PHC: RSD’s Competitors<br />Direct Competitors: Institutions within the vicinity (National Kidney and Transplant Institute, East Avenue Medical Center)<br />Indirect Competitors: Other tertiary, non-specialized hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers<br />Variables: Referring physicians, PhilHealth/HMO coverage<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  10. 10. 3B. PHC: RSD’s Competitors<br />Credibility vs Cost Matrix<br />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<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  11. 11. 3B. PHC: RSD’s Competitors<br />Convenience vs Cost Matrix<br />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<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  12. 12. 3B. PHC: RSD’s Competitors<br />Credibility vs Convenience Matrix<br />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<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  13. 13. 4. Gap in delivering AFFORDABLE, ACCESSIBLE and CREDIBLE imaging for good HEALTHCARE<br />There is not much demand for cardiac imaging because physicians will exhaust all non-imaging studies first.<br />Referrals from cardiologists from other institutions are few.<br />Lacks good reputation on general imaging.<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  14. 14. 4. PHC-RSD positions strongly in a niche market opportunity<br />Philippine Heart Center: Radiologic Sciences Division is the only credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country <br />Offers heart packages: Discounted and cheaper, grouped services, fit for heart disease patient, does not compromise quality<br />Other radiologic divisions are multi-specialty with high cost services <br />“Jack-of-all-trades: Master-of-none” vs “Master-of-one”<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  15. 15. 5. PHC-RSD’s Market<br />Radiological Services in the Philippines: Php 6.2 B (2009)<br />PHC:RDS Income: Php 64 M, claiming 1% of market share<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  16. 16. The MARKETING MIX Strategy<br />PART 2: Steps 6 to 10<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  17. 17. 6. PHC-RSD and its Competitors<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  18. 18. 6. PHC-RSD’s main imaging modalities<br />CT Scan<br />Ultrasound<br />MRI<br />X-ray<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  19. 19. 6. PHC-RSD<br />The division offers various imaging modalities and thus, was divided into four sections:<br />General Diagnostic Radiology<br /> X-ray and Fluoroscopic procedures<br />CT-MRI Section<br /> General, Vascular, Cardiac CT/MRI and Special procedures<br />Ultrasound Section<br /> General Ultrasound and Interventional procedures<br />Vascular Interventional Radiology<br /> Angiograms, Embolization, Coiling and Stenting<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  20. 20. 7. PHC-RSD’ Prices<br />The division adapts a socialized payment scheme <br />Rates for private patients are still 20-30% lower compared to private institutions<br />Example: Chest X-ray PA<br />PHC: Php500<br />Private Institutions: Php700-900<br />Offers packages along with other hospital divisions for both inpatients and outpatients<br />Inpatients: Cardiopulmonary Examination, Cardiovascular Check-Up, Executive Check-Up<br />Outpatients: Cardiopulmonary Packages I-III, Heart Packages I-V, Pedia Heart Package, Mini Heart Packages I-III, Vascular Packages I-II<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  21. 21. 7. PHC-RSD’ Prices (Inpatient)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  22. 22. 7. PHC-RSD’ Prices (Inpatient)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  23. 23. 7. PHC-RSD’ Prices (Inpatient)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  24. 24. 7. PHC-RSD’ Prices (Outpatient)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  25. 25. 7. PHC-RSD’s Prices (Outpatient)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  26. 26. 7. PHC-RSD’s Prices (Outpatient)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  27. 27. 7. PHC-RSD’s Prices (Outpatient)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  28. 28. 8. PHC-RSD’s Promotions<br />Television and Radio Ads: Make use of government owned stations <br />Print Ads/Posters/Flyers: Distributed to doctors and patients<br />Digital Marketing: through website (www.phc.gov.ph) or other digital means<br />Word-of-Mouth: Doctors in PHC to doctors (especially cardiologists) from other institutions<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  29. 29. 8. PHC-RSD’s Promotions (Website)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  30. 30. 8. PHC-RSD’s Promotions (Advertisement)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  31. 31. 8. PHC-RSD’s Promotions (Advertisement)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  32. 32. 8. PHC-RSD’s Promotions (Advertisement)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  33. 33. 8. PHC-RSD’s Promotions (Advertisement)<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  34. 34. 9. PHC-RSD’s Location<br />The Philippine Heart Center is located at East Avenue, Quezon City<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  35. 35. 9. PHC-RSD’s Place<br />It is located at the first floor, behind the main lobby<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  36. 36. 10. PHC:RSD’s Winning Niche Strategy<br />Live up to PHC Mission and Vision:<br />“…provide comprehensive cardiovascular care..”<br />“…the leader in upholding the highest standards of cardiovascular care…”<br />Capitalize on what they currently does best: Cardiovascular imaging<br />Show that they are way cheaper than other tertiary hospitals but still get the same quality<br />Create market for general imaging, banking on their expertise in Cardiovascular imaging<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  37. 37. SUMMARY<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  38. 38. 5 STEPS FOR PART 1<br />Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are doctors from PHC and other institutions and patients with/with probable cardiovascular diseases<br />For diagnostic and therapeutic/therapeutic planning purposes<br />Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers<br />Gap is delivering credible, convenient, and affordable radiologicservices<br />Market size is ~6.2 B<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  39. 39. 5 STEPS FOR PART 2<br />Philippine Heart Center: Radiologic Sciences Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country<br />At least 20-30% cheaper than the competitors<br />Uses multimedia (TV, radio, print, digital) for advertising and word-of-mouth approach for doctor referrals<br />East Avenue, Quezon City, Philippines<br />Using a niche market approach with price advantage <br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />
  40. 40. 10 STEP MARKETING PLAN <br />The Philippine Heart Center<br />RADIOLOGICAL SCIENCES<br />JUSTIN CARPIO, PETER CHUA, CANDY DRILON, MURIEL GO, JUNNO KATO, RIANNA SALAZAR<br />JANUARY 10, 2010<br />GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION<br />

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