The Legazpi Eye Center Narciso F. Atienza, Jr. MD June 18, 2010
<ul><li>Target market: Region V (Bicol Region) comprising the provinces of Camarines Norte, Camarines Sur, Albay, Sorsogon...
<ul><li>3. Competitors: Manila based ophthalmologists, individually practicing ophthalmologist, practicing EENTs </li></ul...
<ul><li>5. Market: Entire population of Region V. Neighboring provinces (Quezon, Samar) estimated population 6M </li></ul>
<ul><li>6. Complete ophthalmic and optical facilities in the Bicol Region at par with facilities in NCR </li></ul><ul><li>...
<ul><li>9. Legazpi City, Albay. Naga City, Camarines Sur. All doctors also have clinics in major hospitals in Manila. </li...
1. Target Market <ul><li>Encompasses entire population of region V, irregardless of sex, age, education or economic standi...
2. Target Market
1. Target Market
1. Target market
2. NWE <ul><li>Basic optometric services </li></ul><ul><li>Basic general ophthalmic care for </li></ul><ul><li>Medical and...
2. NWE <ul><li>Subspecialty consultation/surgery for </li></ul><ul><li>Glaucoma External Eye </li></ul><ul><li>Retina/Vitr...
2. NWE <ul><li>Competent, compassionate eye care </li></ul><ul><li>At par or better than world standards </li></ul><ul><li...
2. NWE Healthy Vision Independence to do anything Still a productive member of the family/society Unhindered activities wi...
3. Competitors <ul><li>NCR based ophthalmologists. Group practice, individual practice in large medical centers. </li></ul...
3. Competitors <ul><li>Locally based ophthalmologist. </li></ul><ul><li>- Geographical location. (?) Price. “Hakot” “sweep...
3. Competitive position Map <ul><li>Familiarity v.s. Competency perception.  </li></ul><ul><li>Extent of service v.s. Geog...
3. LEC has sizeable market share in upper class segments Price vs. Society Index Manila based practices LEC Bicol based lo...
4. Gap between customers and competition <ul><li>Legazpi Eye Center is the only ophthalmology based group practice in the ...
<ul><li>Team approach in Ophthalmic Health care ensures timely and right diagnosis with minimal room for error. (Subspecia...
5. Market size <ul><li>Population  </li></ul><ul><li>- 5,109,798 (2007 NSO) </li></ul><ul><li>- estimated growth rate of 1...
5. Market size <ul><li>Low vision perspective </li></ul><ul><li>- Low vision/blindness – 1.4% (WHO), 1% South East Asia. <...
5. Market size
5. Market size <ul><li>Cataract – 30,704 patients </li></ul><ul><li>Glaucoma – 7,411 patients </li></ul><ul><li>Diabetes –...
5. Market size <ul><li>Cataract – 30,704 patients </li></ul><ul><li>PHIC coverage – 86% (SONA – PGMA) </li></ul><ul><li>26...
<ul><li>Represents PHIC benefits alone and not those who avail of premium IOLs. </li></ul><ul><li>Costs between 12,000 to ...
5. Market size
5. Market size <ul><li>Glaucoma -7,411 patients </li></ul><ul><li>Annual spending of a glaucoma patient on medications and...
6. Products <ul><li>4 examination rooms </li></ul><ul><li>Haag-Streit BQ900 Slitlamp and tonometer </li></ul><ul><li>Zeiss...
<ul><li>Diagnostic </li></ul><ul><li>Topcon 580DX FA/ICG system </li></ul><ul><li>Optovue OCT </li></ul><ul><li>Haag Strei...
<ul><li>Laser facilities </li></ul><ul><li>Nidex Combination 532nm/YAG Laser system </li></ul><ul><li>Opto 810 nm Slitlamp...
<ul><li>OR FACILITIES </li></ul><ul><li>Leica 844 Operating microscope </li></ul><ul><li>Leica 841 Operating microscope </...
7. Pricing <ul><li>The Legazpi Eye Center is priced competitively, giving premium service with premium materials at a pric...
<ul><li>Cataract pricing – Phaco IOL </li></ul>Center/Price/IOL LEC BEC  Average price/Manila Alcon EQ aspheric IOL 25,000...
8. Promotion <ul><li>Marketing campaign has been thru referral system and word of mouth.  </li></ul><ul><li>Optical shop g...
<ul><li>Credit card facilities available </li></ul><ul><li>Installment on some items are  allowed for loyal customers </li...
8. Promotion <ul><li>Website access / Internet presence </li></ul><ul><li>Online inquiries thru website emails. </li></ul>
9. Availability <ul><li>Legazpi Eye Center </li></ul><ul><li>Metro Pacific Mall complex, Legazpi City Albay </li></ul><ul>...
10. Winning Strategy <ul><li>At par with world standards, affordable eye care facilities available in the Bicol Region </l...
<ul><li>Target market: Region V (Bicol Region) comprising the provinces of Camarines Norte, Camarines Sur, Albay, Sorsogon...
<ul><li>3. Competitors: Manila based ophthalmologists, individually practicing ophthalmologist, practicing EENTs </li></ul...
<ul><li>5. Market: Entire population of Region V. Neighboring provinces (Quezon, Samar) estimated population 6M </li></ul>
<ul><li>6. Complete ophthalmic and optical facilities in the Bicol Region at par with facilities in NCR </li></ul><ul><li>...
<ul><li>9. Legazpi City, Albay. Naga City, Camarines Sur. All doctors also have clinics in major hospitals in Manila. </li...
The Legazpi Eye Center Narciso F. Atienza, Jr. MD June 18, 2010
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10 step marketing (markman)final (narciso atienza)

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Legazpi Eye Center, Marketing plan

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10 step marketing (markman)final (narciso atienza)

  1. 1. The Legazpi Eye Center Narciso F. Atienza, Jr. MD June 18, 2010
  2. 2. <ul><li>Target market: Region V (Bicol Region) comprising the provinces of Camarines Norte, Camarines Sur, Albay, Sorsogon, Catanduanes, and Masbate </li></ul><ul><li>Needs: Competent and compassionate eye health care at par or better with world standards. </li></ul>
  3. 3. <ul><li>3. Competitors: Manila based ophthalmologists, individually practicing ophthalmologist, practicing EENTs </li></ul><ul><li>4. Opportunity: The center offers all subspecialty services in ophthalmology with competent, subspecialty trained board certified ophthalmology. </li></ul>
  4. 4. <ul><li>5. Market: Entire population of Region V. Neighboring provinces (Quezon, Samar) estimated population 6M </li></ul>
  5. 5. <ul><li>6. Complete ophthalmic and optical facilities in the Bicol Region at par with facilities in NCR </li></ul><ul><li>7. Priced competitively against local and NCR based ophthalmic practices with premium services available. </li></ul><ul><li>8. Referral system/word of mouth. Online presence </li></ul>
  6. 6. <ul><li>9. Legazpi City, Albay. Naga City, Camarines Sur. All doctors also have clinics in major hospitals in Manila. </li></ul><ul><li>Cardinal Santos Medical Center </li></ul><ul><li>St. Lukes Medical Center </li></ul><ul><li>UST Hospital </li></ul><ul><li>10. Offers the most complete eye care services and facilities in the Bicol Region with excellent referral base in Manila </li></ul><ul><li> </li></ul>
  7. 7. 1. Target Market <ul><li>Encompasses entire population of region V, irregardless of sex, age, education or economic standing. </li></ul><ul><li>Includes part of the population of Southern Quezon, and Northern Samar. </li></ul>
  8. 8. 2. Target Market
  9. 9. 1. Target Market
  10. 10. 1. Target market
  11. 11. 2. NWE <ul><li>Basic optometric services </li></ul><ul><li>Basic general ophthalmic care for </li></ul><ul><li>Medical and Surgical Ophthalmic diseases </li></ul><ul><li>Locally based complete ophthalmic care </li></ul>
  12. 12. 2. NWE <ul><li>Subspecialty consultation/surgery for </li></ul><ul><li>Glaucoma External Eye </li></ul><ul><li>Retina/Vitreous Refractive Surgery </li></ul><ul><li>Ophthalmic Plastic Pediatric </li></ul><ul><li>Uveitis Low Vision </li></ul><ul><li>Ocular Oncology </li></ul>
  13. 13. 2. NWE <ul><li>Competent, compassionate eye care </li></ul><ul><li>At par or better than world standards </li></ul><ul><li>Affordable </li></ul><ul><li>Convenience in location </li></ul>
  14. 14. 2. NWE Healthy Vision Independence to do anything Still a productive member of the family/society Unhindered activities with family Can go around the house
  15. 15. 3. Competitors <ul><li>NCR based ophthalmologists. Group practice, individual practice in large medical centers. </li></ul><ul><li>- Perception that NCR based ophthalmologists are better equipped and better trained than the local practice. </li></ul><ul><li>- Relatives in NCR who pays for healthcare. </li></ul>
  16. 16. 3. Competitors <ul><li>Locally based ophthalmologist. </li></ul><ul><li>- Geographical location. (?) Price. “Hakot” “sweepers”. </li></ul><ul><li>- Local perception that all eye doctors are the same. </li></ul>
  17. 17. 3. Competitive position Map <ul><li>Familiarity v.s. Competency perception. </li></ul><ul><li>Extent of service v.s. Geography. </li></ul>
  18. 18. 3. LEC has sizeable market share in upper class segments Price vs. Society Index Manila based practices LEC Bicol based local practice Price/ Age Matrix A B C D E High price Low Price
  19. 19. 4. Gap between customers and competition <ul><li>Legazpi Eye Center is the only ophthalmology based group practice in the Bicol Region. </li></ul><ul><li>The only Eye Center which has a complete line of basic to advanced ophthalmic products and services </li></ul>
  20. 20. <ul><li>Team approach in Ophthalmic Health care ensures timely and right diagnosis with minimal room for error. (Subspecialty referrals) </li></ul><ul><li>Offers the same subspecialty services in NCR for the same quality but with a lower price. </li></ul>
  21. 21. 5. Market size <ul><li>Population </li></ul><ul><li>- 5,109,798 (2007 NSO) </li></ul><ul><li>- estimated growth rate of 1.3 % per annum </li></ul><ul><li>- 5,293,751 (estimated population by 2010) </li></ul>
  22. 22. 5. Market size <ul><li>Low vision perspective </li></ul><ul><li>- Low vision/blindness – 1.4% (WHO), 1% South East Asia. </li></ul><ul><li>- 52,938 people with low vision. </li></ul>
  23. 23. 5. Market size
  24. 24. 5. Market size <ul><li>Cataract – 30,704 patients </li></ul><ul><li>Glaucoma – 7,411 patients </li></ul><ul><li>Diabetes – 2,646 patients </li></ul>
  25. 25. 5. Market size <ul><li>Cataract – 30,704 patients </li></ul><ul><li>PHIC coverage – 86% (SONA – PGMA) </li></ul><ul><li>26,405 patients with PHIC coverage </li></ul><ul><li>Possible market for income - Php 211,240,000 for unilateral cataract surgery. 2x if bilateral surgery done at 3 months apart. </li></ul><ul><li>Php 422,480,000 </li></ul>
  26. 26. <ul><li>Represents PHIC benefits alone and not those who avail of premium IOLs. </li></ul><ul><li>Costs between 12,000 to 25,000 Php </li></ul>
  27. 27. 5. Market size
  28. 28. 5. Market size <ul><li>Glaucoma -7,411 patients </li></ul><ul><li>Annual spending of a glaucoma patient on medications and with regular follow-up (perimetry and OCT) – 20,000 </li></ul><ul><li>Possible income from glaucoma market if fully utilized </li></ul><ul><li>148,220,000 Php </li></ul>
  29. 29. 6. Products <ul><li>4 examination rooms </li></ul><ul><li>Haag-Streit BQ900 Slitlamp and tonometer </li></ul><ul><li>Zeiss SL-30 Slitlamp </li></ul><ul><li>Topcon 8D Slitlamp </li></ul><ul><li>2 Heine Omega 180 Indirect Ophthalmoscopes </li></ul><ul><li>2 Keeler Vantage Indirect Ophthalmoscopes </li></ul>
  30. 30. <ul><li>Diagnostic </li></ul><ul><li>Topcon 580DX FA/ICG system </li></ul><ul><li>Optovue OCT </li></ul><ul><li>Haag Streit Octopus Perimeter </li></ul><ul><li>Zeiss Humprey Perimeter </li></ul><ul><li>2 Storz A-Scan </li></ul><ul><li>1 Alcon A-scan </li></ul><ul><li>1 Sonomed A-scan </li></ul>
  31. 31. <ul><li>Laser facilities </li></ul><ul><li>Nidex Combination 532nm/YAG Laser system </li></ul><ul><li>Opto 810 nm Slitlamp, Indirect, Trans-scleral diode system </li></ul><ul><li>Iridex 532 nm Endolaser System </li></ul><ul><li>Vitra Solid State Green Photo-coagulator </li></ul><ul><li>Alcon YAG laser </li></ul>
  32. 32. <ul><li>OR FACILITIES </li></ul><ul><li>Leica 844 Operating microscope </li></ul><ul><li>Leica 841 Operating microscope </li></ul><ul><li>Bausch and Lomb Millenium with MVE (Millenium Vitrectomy Enchancer) </li></ul><ul><li>Alcon Accurus 800 CS </li></ul><ul><li>Alcon Infinity Surgical System </li></ul>
  33. 33.
  34. 34. 7. Pricing <ul><li>The Legazpi Eye Center is priced competitively, giving premium service with premium materials at a price that is well afforded. </li></ul><ul><li>We are priced 50 – 60% lower than most fees in Manila. </li></ul>
  35. 35. <ul><li>Cataract pricing – Phaco IOL </li></ul>Center/Price/IOL LEC BEC Average price/Manila Alcon EQ aspheric IOL 25,000 Not offered 50,000 – 60,000 Alcon Acrysoft IOL 20,000 Not offered 30,000- 50,000 Bausch and Lomb Crystallens 100,000 Not offered 125,000 – 150,000 Regular PMMA lenses 12,000 – 15,000 5,000 – 15,000 (donated IOLs 20,000 – 30,000
  36. 36. 8. Promotion <ul><li>Marketing campaign has been thru referral system and word of mouth. </li></ul><ul><li>Optical shop gives discount on loyal customers. </li></ul><ul><li>Discounts are given on medicines for loyal customers (10-15% on top of senior citizens discounts) </li></ul>
  37. 37. <ul><li>Credit card facilities available </li></ul><ul><li>Installment on some items are allowed for loyal customers </li></ul>
  38. 38. 8. Promotion <ul><li>Website access / Internet presence </li></ul><ul><li>Online inquiries thru website emails. </li></ul>
  39. 39. 9. Availability <ul><li>Legazpi Eye Center </li></ul><ul><li>Metro Pacific Mall complex, Legazpi City Albay </li></ul><ul><li>Bicol Health Access Centrum (Access Vision) </li></ul><ul><li>Naga City, Camarines Sur </li></ul>
  40. 40. 10. Winning Strategy <ul><li>At par with world standards, affordable eye care facilities available in the Bicol Region </li></ul><ul><li>Encompasses all the subspecialties in Ophthalmology </li></ul><ul><li>Compassionate and competent Eye MDs </li></ul>
  41. 41. <ul><li>Target market: Region V (Bicol Region) comprising the provinces of Camarines Norte, Camarines Sur, Albay, Sorsogon, Catanduanes, and Masbate </li></ul><ul><li>Needs: Competent and compassionate eye health care at par or better with world standards. </li></ul>
  42. 42. <ul><li>3. Competitors: Manila based ophthalmologists, individually practicing ophthalmologist, practicing EENTs </li></ul><ul><li>4. Opportunity: The center offers all subspecialty services in ophthalmology with competent, subspecialty trained board certified ophthalmology. </li></ul>
  43. 43. <ul><li>5. Market: Entire population of Region V. Neighboring provinces (Quezon, Samar) estimated population 6M </li></ul>
  44. 44. <ul><li>6. Complete ophthalmic and optical facilities in the Bicol Region at par with facilities in NCR </li></ul><ul><li>7. Priced competitively against local and NCR based ophthalmic practices with premium services available. </li></ul><ul><li>8. Referral system/word of mouth. Online presence </li></ul>
  45. 45. <ul><li>9. Legazpi City, Albay. Naga City, Camarines Sur. All doctors also have clinics in major hospitals in Manila. </li></ul><ul><li>Cardinal Santos Medical Center </li></ul><ul><li>St. Lukes Medical Center </li></ul><ul><li>UST Hospital </li></ul><ul><li>10. Offers the most complete eye care services and facilities in the Bicol Region with excellent referral base in Manila </li></ul><ul><li> </li></ul>
  46. 46. The Legazpi Eye Center Narciso F. Atienza, Jr. MD June 18, 2010

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