V49 final otayza 10step marketing plan


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V49 final otayza 10step marketing plan

  1. 1. 10 STEP Marketing Plan for Mariano Marcos Memorial Hospital & Medical Center Medical Tourism Services James Victor K. Otayza, MD June 17, 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Tourist population of the Phils. </li></ul><ul><li>Quick, cheap, reliable services </li></ul><ul><li>Can choose St. Lukes, Makati Med., Malaysia, Hong Kong, India, etc. </li></ul><ul><li>Many skilled MDs but lacking facilities </li></ul><ul><li>Market size is global (tourists) </li></ul>
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Medical tourism packages </li></ul><ul><li>Competitive prices </li></ul><ul><li>Uses radio, print ads, word of mouth </li></ul><ul><li>Worldwide distribution </li></ul><ul><li>Niche approach </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.My primary target market (PTM) is.. <ul><li>Mainly Chinese & Korean tourists </li></ul><ul><li>Usually businessmen, corporate clients of nearby resorts, airlines flying Manila-Laoag route </li></ul><ul><li>Spas, cosmetic surgeries, weight loss programs, elective surgeries </li></ul>
  6. 6. I want to look good I want to be healthy
  7. 7. 2. My PTM’s NWE <ul><li>Tourists want: </li></ul><ul><li>To be pampered, look and feel better, (self-esteem) </li></ul><ul><li>To be healthy (physiological) </li></ul><ul><li>Tourists will choose MMMH Services over others due to the friendly and skilled services, and the accessibility to numerous tourist destinations and int’l airport </li></ul><ul><li>Tourists expect quality service, accomodations, transportation, local tours </li></ul>
  8. 8. 3a. Competition <ul><li>Local -St. Luke’s, NKTI, World Citi, Metropolitan Med. Ctr., private cosmetic clinics </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Variables: Ambience, packages & services offered </li></ul>
  9. 9. MMMH’s unique positioning is shown in this competitive map MMMH is strategically located, has tour packages, and a “vacation” feeling conducive for rest and recuperation. World Citi MMMH Makati Med Metropolitan St. Luke’s Quality service Skilled staff Ambience Near business districts Tour packages Located near tourist spots
  10. 10. 4. MMMH positions strongly in a niche market opportunity <ul><li>MMMH is the only Medical Tourism Center </li></ul><ul><li>that gives quality services for a reasonable price </li></ul><ul><li>that is located near an int’l airport and world class tourist destinations </li></ul><ul><li>That includes tours, accomodations, and transportation </li></ul><ul><li>That makes clients feel more like vacationers </li></ul><ul><li>No other MTC is similarly located or offers such packages. </li></ul>
  11. 11. 5b. Based on estimated local data, MMMH share is 5%, total market size is 1billion <ul><li>Est. Philippine data: MMMH sales is P50 million </li></ul><ul><li>MMMH claims market share of 5% </li></ul><ul><li>Then total local MTC market size is P1 billion/0.05 = P 50 million </li></ul>
  12. 12. 5c. Local consumer data estimates is around 1 billion <ul><li>Availment of MTC services: </li></ul><ul><li>Around 10000 tourists a year avail of MTC services, (833/month) spending an average of Php100,000 per person </li></ul><ul><li>10000 x 100,000 =1 billion </li></ul>
  13. 13. The Marketing Mix Strategy Part 2: Steps 6 to 10
  14. 14. 6b. Product Description <ul><li>Founded in 1968 </li></ul><ul><li>MMMH & MC is a 200 bed tertiary/teaching MC under the DOH </li></ul><ul><li>DOH designated Eye & Cancer Center for Northwestern Luzon </li></ul>
  15. 15. <ul><li>St. Luke’s </li></ul><ul><li>World Citi </li></ul><ul><li>Makati Med </li></ul><ul><li>Manila Doctors </li></ul>6a. Medical Tourism category is currently dominated by 4 medical centers
  16. 16. 7. Price- MMMH is 15% lower than competitors <ul><li>Example: </li></ul><ul><li>Competitor Spa: P400 </li></ul><ul><li>MMMH Spa: P380 </li></ul><ul><li>MMMH has lower prices than competitors </li></ul>
  17. 17. 8a. Promo
  18. 18. 8b. Competitor promo <ul><li>Okay, but where’s the tourism? </li></ul>
  19. 19. 9. Place <ul><li>Where is MMMH located? </li></ul><ul><ul><li>Batac, Ilocos Norte </li></ul></ul><ul><ul><li>10mins away from the nearest world class beach </li></ul></ul><ul><ul><li>25mins away from Laoag Int’l Airport </li></ul></ul><ul><ul><li>30min away from Fort Ilocandia </li></ul></ul><ul><ul><li>2hrs away from Pagudpud </li></ul></ul>
  20. 20. 10. What is the generic winning strategy? <ul><ul><li>Competitive prices </li></ul></ul><ul><ul><li>Personalized and quality service </li></ul></ul><ul><ul><li>Strategic location </li></ul></ul><ul><ul><li>Niche </li></ul></ul>
  21. 21. 10. MMMH is a niche pioneer <ul><li>The main strategy of MMMH is to dominate the niche market of 25 to 50 year olds who want to enhance their health, image, and self esteem </li></ul><ul><li>MMMH benefits from its proximity to various world-class tourist destinations </li></ul>