This 10-step marketing plan outlines a strategy for The Medical City's Wellness and Aesthetics Center to target the niche market of the elite class. It will leverage TMC's reputation and patient base while providing competitive healthcare packages. The medical aesthetics industry in the Philippines is worth 3.2 billion pesos annually. The plan involves developing health check packages, prioritizing quality, utilizing advertising, and taking a niche approach to succeed against competitors like Belo, St. Luke's and Asian Hospital. As a marketing student, the document recommends expanding target markets through health insurance partnerships and satellite clinics to boost coverage.

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2. 1. Health promotion for the ELITE
2. ADOPT a healthier lifestyle
3. Wellness and aesthetics centers OUTSIDE
such as Belo, SLMC, Asian Hospital, etc.
4. The gap is on PERSONALIZED HEALTHCARE
5. The MEDICAL AESTHETICS INDUSTRY is worth
PhP3.2B
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3. 6. Health check PACKAGES
7. QUALITY over quantity
8. Uses TV, print & online ADVERTISING
9. The Medical City – TMC
10. Uses a NICHE approach to succeed
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4. First flight of stairs
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5.  Demographics
 Adolescent (Teen Health Hub): 10-19 years old
 Adult (Adult Wellness Center): 20-59 years old
 Geriatric (Center for Health Aging): 60 and up
 Class A/B
 Lifestyle
 Studying, Working or Retired
 Behavior
 Usually does annual check-ups
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6.  Maslow’s Theory
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Healthy Lifestyle

7.  Belo Medical Group
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8.  St. Luke’s Medical Center
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9.  Asian Hospital and Medical Center
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10.  Price vs. Age
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Price /
Age Matrix
10-19
years old
20-59
years old
60 and
older
High Price
Low Price
Teen
Hub Healthy
Aging
Asian
Hospital
Belo
Wellness
SLMC

11.  The Philippine Medical Tourism Program has
four domains:
 Full hospital care and treatment;
 Specialty clinics (e.g., eye, dental, and cosmetic
services);
 Wellness and spa centers; and
 Retirement and long-term care for the elderly.
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12.  2009 Annual Sales = PhP 1.3 B
 TMC Aesthetics Center: 5% = PhP 65 M
 Estimated Aesthetics Surgery Market
Share: 2%
 Total Aesthetics Surgery Market
 PhP 3.2 B
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13.  Annual Sales = PhP 800 M
 Estimated Aesthetics Surgery Market
Share: 30% = PhP 30 M
 Total Aesthetics Surgery Market = PhP
2.67 B
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14.  Total Population = 95 M
 Age group = 40 M
 Social class ABC = 6 M
 Will avail of services (2%) = 120,000
 Once in how many years = 25 years
 Average price per procedure = 30,000
Market Size = PhP 144M
(120,000/25)*30,000
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Health Check Package Out-patient In-patient
The Essentials P 19,400.00 P 20,050.00
Senior Male Evaluation P 23,020.00 P 23,670.00
Lady Care I (<45 years old) P 27,290.00 P 27,940.00
Lady Care II (>45 years old) P 25,785.00 P 26,435.00
Platinum 1 Male (60-79 years old) P 27,925.00 P 28,575.00
Platinum 2 Male (80 and older) P 26,775.00 P 27,425.00
Platinum 1 Female (60-70 years old) P 30,090.00 P 30,740.00
Platinum 2 Female (80 and older) P 22,710.00 P 23,360.00

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Room Price
Deluxe Room P 4,000.00
Premium Suite P 6,500.00
Executive Suite P 9,500.00
Wellness Suite P 12,000.00
Couple’s room (per patient) P 5,550.00

21.  Talk to Docs
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25.  TMC’s Wellness and Aesthetics Center is to
dominate the niche market of the ELITE
 It benefits from the patient-base and
reputation of The Medical City
 It has excellent products and services at a
comparable price
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Stairway to Success

27. 1. Health promotion for the ELITE
2. ADOPT a healthier lifestyle
3. Wellness and aesthetics centers OUTSIDE
such as Belo, SLMC, Asian Hospital, etc.
4. The gap is on PERSONALIZED HEALTHCARE
5. The MEDICAL AESTHETICS INDUSTRY is worth
PhP3.2B
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28. 6. Health check PACKAGES
7. QUALITY over quantity
8. Uses TV, print & online ADVERTISING
9. The Medical City – TMC
10. Uses a NICHE approach to succeed
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As a Marketing Student…

30.  Aside from targeting the elite, TMC’s
Wellness and Aesthetics Center is
competitive enough to provide
world-class healthcare services
 Complete package coverage by
health insurance companies may also
boost the consumer market coverage
of the center
 TMC Satellite clinics may also be
tapped in order to widen market
penetration
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