10 STEP  Marketing Plan for   SAA Medical Clinic OB-Gyne Ultrasound Noel C. Cruz, M.D. June 2010
5 Steps for Part 1  (PTM and Positioning) <ul><li>SAAMC USG for OB-Gyne patients </li></ul><ul><li>Who wants to feel safe ...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>An efficient reliable USG service </li></ul><ul><li>Is low-priced qu...
Positioning to the  Primary Target Market Part 1: Steps 1 to 5
1. SAAMC OB-Gyne Ultrasound  primary target market (PTM) are the women of reproductive age group <ul><li>Demographics: con...
I want to have an ultrasound exam for my condition  I want to have an affordable quality Ultrasound examination
2. My PTM’s NWE <ul><li>OB-Gyne patients need… </li></ul><ul><li>A diagnostic procedure to determine her present health st...
3a. SAAMC OB-Gyne USG has several competitors within its service area <ul><li>Direct:  St Therese Hospital , Pasig City Ge...
SAAMC is highly competitive in the low price service among all social classes SAAMC St Therese TMC PCGH Other OB-Gyne USG ...
SAAMC USG unique positioning is shown in this competitive map Many competitors in lprevent tooth decay and saves money pos...
4. SAAMC USG positions strongly in a niche market opportunity <ul><li>The only OB-Gyne USG clinic in Pasig City  </li></ul...
5a. Based on 2000 Census on Population and Housing of NSO on City of Pasig  Source: http://www.census.gov.ph/data/pressrel...
5a. Based on 2000 Census on Population and Housing of NSO on City of Pasig  Source: http://www.census.gov.ph/data/pressrel...
5b. Estimate the market size using government data <ul><li>If half of the childbearing females estimated at 152,864 will u...
The Marketing Mix Strategy Part 2: Steps 6 to 10
6a. OB-Gyne Ultrasound category is dominated by 5 types of healthcare units Private Non-OB Imaging (BDM) St Therese Hospit...
6b. Product Description <ul><li>SAAMC USG offers a specialty diagnostic services for target OB-Gyne patients done by board...
7. Price-  SAAMC USG services rates are highly affordable among the lower social class <ul><li>Transabdominal = P 600  (2,...
8a. Promo
8a. Promo <ul><li>Advertisement via Clinic announcements </li></ul><ul><li>(flyers and posters) </li></ul>
8a. Promo <ul><li>Direct Marketing  Online promotions </li></ul>
8b. Competitor promo <ul><li>Promotional activities by competitor OB-Gyne ultrasound clinics are limited to flyers, brochu...
9. SAAMC OB-Gyne USG is offered in 2 strategic locations within Pasig City <ul><ul><li>Along C. Raymundo Ave, a major Pasi...
10. SAAMC USG is a niche leader <ul><li>SAAMC USG main strategy is to dominate the low-priced highly specialized OB-Gyne U...
SUMMARY
5 Steps for Part 1  (PTM and Positioning) <ul><li>SAAMC USG for OB-Gyne patients </li></ul><ul><li>Who wants to feel safe ...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>An efficient reliable USG service </li></ul><ul><li>Is low-priced qu...
10 STEP  Marketing Plan for   SAA Medical Clinic OB-Gyne Ultrasound Noel C. Cruz, M.D. June 2010
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10 step marketing plan saamc

  1. 1. 10 STEP Marketing Plan for SAA Medical Clinic OB-Gyne Ultrasound Noel C. Cruz, M.D. June 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>SAAMC USG for OB-Gyne patients </li></ul><ul><li>Who wants to feel safe about their health condition </li></ul><ul><li>Can choose TMC and other USG clinics </li></ul><ul><li>Gap is no clinic offers fast/efficient low-priced OB-Gyne ultrasound </li></ul><ul><li>The market size is P38 million in Pasig City </li></ul>
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>An efficient reliable USG service </li></ul><ul><li>Is low-priced quality service </li></ul><ul><li>Uses clinic announcements, posters, promotion among referring doctors </li></ul><ul><li>Caters to Pasig City area </li></ul><ul><li>Uses a niche approach to win </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1. SAAMC OB-Gyne Ultrasound primary target market (PTM) are the women of reproductive age group <ul><li>Demographics: consist of, but not limited to, female reproductive age group; social class ABCD of Pasig City </li></ul><ul><li>Lifestyle: no required specific lifestyle as long as there is a need for OB-Gyne ultrasound </li></ul><ul><li>Behavior: when there is a need for diagnostic work-up on OB-Gyne cases </li></ul>
  6. 6. I want to have an ultrasound exam for my condition I want to have an affordable quality Ultrasound examination
  7. 7. 2. My PTM’s NWE <ul><li>OB-Gyne patients need… </li></ul><ul><li>A diagnostic procedure to determine her present health status </li></ul><ul><li>OB-Gyne patients choose SAAMC ultrasound services because of its accessibility, affordability, fast quality service, clinic credibility and ambiance. Procedure done by a Board-certified Specialist of the Philippine Society of Ultrasound on Obstetrics and Gynecology </li></ul><ul><li>OB-Gyne patients expect accurate and reliable reporting of her condition through sonology process, feels secure and satisfied </li></ul>
  8. 8. 3a. SAAMC OB-Gyne USG has several competitors within its service area <ul><li>Direct: St Therese Hospital , Pasig City General Hospital, The Medical City, Private OB-Gyne USG clinics </li></ul><ul><li>Indirect: Ultrasound clinics manned by USG technician and interpreted by Radiologists </li></ul><ul><li>Variables: Clinic location and looks, price of procedures, USG machine capability, training skills and credentials of the operator, manner of reporting. </li></ul>
  9. 9. SAAMC is highly competitive in the low price service among all social classes SAAMC St Therese TMC PCGH Other OB-Gyne USG Other Private Non-OB USG Price vs. Social Class Matrix TMC SAAMC Other OB-Gyne USG Price/ Social Class Matrix A B C D High price Low Price
  10. 10. SAAMC USG unique positioning is shown in this competitive map Many competitors in lprevent tooth decay and saves money positioning. Positioning vs. Brand Matrix TMC PCGH SAAMC STHI Other OB USG Other Non-OB USG OB Sonologist Low Price Convenient Location Modern USG machines Efficient service
  11. 11. 4. SAAMC USG positions strongly in a niche market opportunity <ul><li>The only OB-Gyne USG clinic in Pasig City </li></ul><ul><li>that offers specialty ultrasound services using highly capable machines done by OB Sonologist </li></ul><ul><li>With low price rate for all efficient services </li></ul><ul><li>No brand has all position. </li></ul>
  12. 12. 5a. Based on 2000 Census on Population and Housing of NSO on City of Pasig Source: http://www.census.gov.ph/data/pressrelease/2002/pr02174tx.html Population to double in 46 years. The population of Pasig City, as of May 2000 was 505,058 persons. This was up by 33,983 persons as compared to 471,075 persons recorded in the 1995 Census of Population (POPCEN). For the period 1995 to 2000, the annual population growth rate of Pasig City was 1.50 percent, lower than that of the 1990 to 1995 period (3.22 percent). If the current annual population growth rate of the city continues, the population of Pasig City was expected to double in 46 years. The number of households increased to 107,835 as compared to 104,242 households in 1995. The average household size recorded in Census 2000 was 4.67 persons, higher than the 1995 figure of 4.51 persons and lower than the national average of five persons.
  13. 13. 5a. Based on 2000 Census on Population and Housing of NSO on City of Pasig Source: http://www.census.gov.ph/data/pressrelease/2002/pr02174tx.html Median age was 24 years. Pasig City had a median age of 24 years. This meant that in 2000, half of the population were below 24 years old. In 1995, the median age was 23 years. Sex ratio was recorded at 95. Females outnumbered their male counterparts with a sex ratio of 95 males for every 100 females. The same sex ratio was recorded in 1995. More than half of females were in childbearing ages. Out of 259,011 females, there were 152,864 females or 59 percent in childbearing or reproductive ages (15 to 49 years) . The highest percentage of which, was reported by women aged 20 to 24 years (19.46 percent).
  14. 14. 5b. Estimate the market size using government data <ul><li>If half of the childbearing females estimated at 152,864 will undergo an OB-Gyne ultrasound procedure, computed at P500/exam: </li></ul><ul><li>Total market size for Pasig City is P38 million </li></ul>
  15. 15. The Marketing Mix Strategy Part 2: Steps 6 to 10
  16. 16. 6a. OB-Gyne Ultrasound category is dominated by 5 types of healthcare units Private Non-OB Imaging (BDM) St Therese Hospital Pasig City General Hospital OB-Gyne USG Clinics The Medical City
  17. 17. 6b. Product Description <ul><li>SAAMC USG offers a specialty diagnostic services for target OB-Gyne patients done by board-certified OB Sonologist </li></ul><ul><li>There are 2 convenient clinic locations that serve respective group of patients: along 4-lane major Pasig road and infront of a tertiary government hospital </li></ul><ul><li>The clinics are manned by trained medical personnel ready to extend customer-oriented services </li></ul>
  18. 18. 7. Price- SAAMC USG services rates are highly affordable among the lower social class <ul><li>Transabdominal = P 600 (2,100-TMC) </li></ul><ul><li>Transvaginal = P650 (2,400-TMC) </li></ul><ul><li>Congenital Scan = P1200 (2,500-TMC) </li></ul><ul><li>Infertility Workup = P1,800 (3,500-TMC) </li></ul><ul><li>Price rates are set in consideration to lower social classes who should have an affordable access to expert services and shall take into account the high volume it will generate </li></ul>
  19. 19. 8a. Promo
  20. 20. 8a. Promo <ul><li>Advertisement via Clinic announcements </li></ul><ul><li>(flyers and posters) </li></ul>
  21. 21. 8a. Promo <ul><li>Direct Marketing Online promotions </li></ul>
  22. 22. 8b. Competitor promo <ul><li>Promotional activities by competitor OB-Gyne ultrasound clinics are limited to flyers, brochures and any other paper announcements </li></ul>
  23. 23. 9. SAAMC OB-Gyne USG is offered in 2 strategic locations within Pasig City <ul><ul><li>Along C. Raymundo Ave, a major Pasig Road with high vehicular traffic </li></ul></ul><ul><ul><li>Along Eusebio Ave, infront of Pasig City General Hospital, a tertiary local government hospital </li></ul></ul>
  24. 24. 10. SAAMC USG is a niche leader <ul><li>SAAMC USG main strategy is to dominate the low-priced highly specialized OB-Gyne USG within Pasig City niche market. </li></ul><ul><li>It benefits from convenient location of its clinic </li></ul><ul><li>Has an expert service, low priced but of quality service available not only to Pasig City constituents </li></ul>
  25. 25. SUMMARY
  26. 26. 5 Steps for Part 1 (PTM and Positioning) <ul><li>SAAMC USG for OB-Gyne patients </li></ul><ul><li>Who wants to feel safe about their health condition </li></ul><ul><li>Can choose TMC and other USG clinics </li></ul><ul><li>Gap is no clinic offers fast/efficient low-priced OB-Gyne ultrasound </li></ul><ul><li>The market size is P38 million in Pasig City </li></ul>
  27. 27. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>An efficient reliable USG service </li></ul><ul><li>Is low-priced quality service </li></ul><ul><li>Uses clinic announcements, posters, promotion among referring doctors </li></ul><ul><li>Caters to Pasig City area </li></ul><ul><li>Uses a niche approach to win </li></ul>
  28. 28. 10 STEP Marketing Plan for SAA Medical Clinic OB-Gyne Ultrasound Noel C. Cruz, M.D. June 2010

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