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Individual 10 step marketing plan

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Individual 10 step marketing plan

  1. 1. Philippine Heart Center Radiological Sciences Division Muriel Tania Go November 30, 2010 10 Step Marketing Plan for
  2. 2. Part 1: Positioning to the Primary Target Market • PHC PTM physicians and patients • Needs, Wants & Expectations well-being • Competition other hospitals & diagnostic centers • Gap increasing prevalence of CVD • Market Size is 6.4 billion, PHC niche is 64.8 million
  3. 3. Part 2: The Marketing Mix Strategy • Product imaging modalities • Price socialized • Promotion promote!!! • Place hospital-based • Generic Winning Strategy niche market
  4. 4. Part 1: Steps 1 to 5 Positioning to the Primary Target Market
  5. 5. STEP 1: Primary Target Market • Physicians – Philippine Heart Center – Other institutions without imaging modalities • Patients – Philippine Heart Center – Quezon City residents – Other cities with imaging needs
  6. 6. STEP 2: Needs, Wants and Expectations Health and Wellness Individual Sense of Well-Being
  7. 7. STEP 2: Needs, Wants and Expectations • NEEDS: HEALTH State of complete physical, mental and social well-being WHO definition of Health and not merely the absence of disease or infirmity
  8. 8. STEP 2: Needs, Wants and Expectations • WANTS: – Accessible location – Competitive pricing – Highly competent radiologists – Technologically up-to-date equipments
  9. 9. STEP 2: Needs, Wants and Expectations • EXPECTATIONS: Accurate diagnosis  Appropriate intervention  Good recovery/better quality of life  Sense of well-being
  10. 10. STEP 3: Competition • Direct – National Kidney & Transplant Institute (NKTI) – St. Luke’s Medical Center (SLMC) – The Medical City (TMC) – Makati Medical Center (MMC) – Asian Hospital and Medical Center (AHMC) • Indirect – Diagnostic Centers • Accuserv, Hi-Precision, New World Laboratories
  11. 11. STEP 3: Competition - Positioning Low Price High Price Cardiac Imaging Expertise General Imaging TMC SLMC MMC NKTI Accuserv Hi-Precision New World
  12. 12. STEP 3: Bridging the Gap • Gap – Weak reputation – Lack of demand for cardiac and general imaging • Opportunities – Philippine HEART Center – Increasing prevalence of cardiovascular diseases in the country
  13. 13. STEP 3: Bridging the Gap • Proposition – Leading cardiac imaging center in the Philippines – Expert radiologists – Quality service provision at low prices
  14. 14. STEP 5: Market Size • PhP 6.4 billion industry • PHC Market Share – PhP 64.8 million – ~ 6.5%
  15. 15. Part 2: Steps 6 to 10 The Marketing Mix Strategy
  16. 16. STEP 6: Products • X-ray • Ultrasound • CT Scan • MRI
  17. 17. STEP 7: Price • Socialized payment scheme
  18. 18. STEP 8: Proposed Promotion • Advertising • Public Relations
  19. 19. STEP 8: Proposed Promotion • Direct Marketing • Personal Selling – Word of mouth
  20. 20. STEP 9: Place • Hospital-based Systematic and complete approach to patient care
  21. 21. STEP 10: Generic Winning Strategy • Main strategy is to dominate the niche market in providing cardiovascular imaging through – Highly skilled and competent radiologists – Modern imaging modalities – Excellent service – Low prices
  22. 22. Summary
  23. 23. Part 1: Positioning to the Primary Target Market • PHC PTM physicians and patients • Needs, Wants & Expectations well-being • Competition other hospitals & diagnostic centers • Gap increasing prevalence of CVD • Market Size is 6.4 billion, PHC niche is 64.8 million
  24. 24. Part 2: The Marketing Mix Strategy • Product imaging modalities • Price socialized • Promotion promote!!! • Place hospital-based • Generic Winning Strategy niche market
  25. 25. Philippine Heart Center Radiological Sciences Division Muriel Tania Go November 30, 2010 10 Step Marketing Plan for

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