10 step marketing plan assign 3

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10 step marketing plan assign 3

  1. 1. 10 STEP Marketing Plan for MISSION HOSPITAL and AMBULATORY SURGERY CENTER DR. Roel Tito A. Marcial June 19, 2010 1
  2. 2. Mission Hospital PTM and Positioning 1. PTM are class B patients 2. Who want to feel good and confident 3. Can choose Hospitals and Ambulatory Centers 4. Gap is all other hospitals and ambulatory centers 5. The market size is P170 million and target niche is P85 million
  3. 3. Mission Hospital Marketing Mix & Strategy 6. Hospital that offers Quality Health Care nearest their area 7. Is 100% affordable 8. Uses newsletters, website, billboards , community outreach programs 9. Is available locally 10. Uses a niche approach to win
  4. 4. 1.Mission Hospital primary target market (PTM) are the class B patients  Demographics (21-60, F, social class B, single/married)  Lifestyle ( working already )  Behavior (family’s gatekeeper who is usually a female member who wants the best healthcare for their family)
  5. 5. I am complete when I have A nearby quality hospital I want the best healthcare
  6. 6. 2. My PTM’s NWE Class B need To feel complete, healthwise, Self-Esteem Class B choose Mission Hospital over other hospitals and ambulatory centers because of …. Quality healthcare that is accessible, acceptable, adequate and affordable of Mission Hospital; Department of Health and PhilHealth accredited Social Class B expect when they go to Mission Hospital that they will be greeted by courteous and friendly employees,nursing staff and doctors
  7. 7. 3a. Mission Hospital has many formidable competitors  Direct: Medical City, Manila East, St. Therese, Taytay Doctors, Alfonso Specialist, Mary Immaculate, Mother Regina  Indirect: Holylife polyclinic, nearby clinics and laboratories Variables- competitiveness of rates, accommodation of staff
  8. 8. Mission H. is only #3 in niche: Class B patients Class vs. Brand Matrix Mission Medical Manila St. Alfonso H City East Therese Specialis t H. Class Beam A Class l B Class C and D
  9. 9. 3b. Mission H. unique positioning is shown in this competitive map Hospital Competence Competitiveness Accommodatio Cleanliness/ of Doctors of rates n of Staff Presentation The Medical City Manila East St. Therese Alfonso Specialist Mother Regina Mission The ratings of the competitors used Mission Hospital as the baseline and were Hospital according to the perception of patients.
  10. 10. 4. MH positions strongly in a niche market opportunity Mission Hospital is the only secondary hospital  Offering excellent healthcare that is affordable with a clean and green ambiance  For social class B  who want to feel secured health-wise knowing that there is an accessible health facility nearby  Others are far from their place, high price, caters to a different segment either class A or class C and D
  11. 11. 5a. Based on competitor data, class B market is approximately P170 million SOURCE: http://www.manilatimes.net/national/2006/oct/25/yehey/business/20061025bus6.html
  12. 12. 5b. Estimate the market size using company data 1. Mission Hospital has an average income of 46 million pesos 2. Estimated market share on class B patients is only 4.6 million pesos
  13. 13. 6a. Photos of the different Hospitals
  14. 14. 6b. Product Description  Mission Hospital is a secondary cooperative hospital that offers excellent quality healthcare with its competent doctors, courteous staff, competitive rates, clean and green atmosphere and accredited by Philihealth and various HMO’s.  40-bed hospital that provides general medical/surgical services and ambulatory surgery  Located strategically along Ortigas extension
  15. 15. 7. Price- Mission Hospital has the lowest hospitalization rate  General Surgery, Obstetrics and Gynecology, Pediatrics, Internal Medicine, Dialysis, Laparoscopic Surgery Mission Hospital is at least 30% lower among its direct competitors
  16. 16. 8a. Promo OUR MISSION IS Y YOUR HEALTH
  17. 17. 8b. Competitor promo
  18. 18. 9.Mission Hospital is located strategically along Ortigas Ext. Pasig City  Near subdivisions, villages, townhouses and condominiums  Supermarkets, Known fastfood outlets  Antipolo, Taytay, Cainta, Angono, Marikina
  19. 19. 10. Mission Hospital is a niche leader Mission Hospital’s main strategy is to dominate the niche market of social class B It benefits from its strategic location Offering excellent quality healthcare that is accessible, acceptable, adequate and affordable
  20. 20. SUMMARY 10 step Marketing Plan for Mission Hospital 20
  21. 21. Mission Hospital PTM and Positioning 1. PTM are class B patients 2. Who want to feel good and confident 3. Can choose Hospitals and Ambulatory Centers 4. Gap is all other hospitals and ambulatory centers 5. The market size is P170 million and target niche is P85 million
  22. 22. Mission Hospital Marketing Mix & Strategy 6. Hospital that offers Quality Health Care nearest their area 7. Is 100% affordable 8. Uses newsletters, website, billboards, community outreach programs 9. Is distributed locally 10. Uses a niche approach to win
  23. 23. 10 STEP Marketing Plan for MISSION HOSPITAL and AMBULATORY SURGERY CENTER DR. Roel Tito A. Marcial June 19, 2010 23

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