This 11 step marketing plan summarizes strategies for promoting COVID-19 testing services at Central Luzon Doctors Hospital (CLDH) in Tarlac City, Philippines. The primary target market is residents of Tarlac City and nearby towns seeking accurate, fast PCR and antigen test results. CLDH aims to differentiate itself by procuring its own testing supplies, operating 7 days a week, and using the GeneXpert machine to provide rapid PCR results in just 45 minutes with minimal hands-on time. The marketing plan estimates the potential market size for various types of COVID tests at local hospitals and laboratories, and outlines products, pricing, promotion, and placement strategies.

1. 11 Step Marketing Plan
By: sMARRT:
Ma. Theresa Enrile
Mar-Jay Gulapa
Reynaldo Nardo
Richard Pascual

2. 11 Step Marketing Plan
1. Profile: Primary Target Market
2. Problem or Pain?
3. Present (Solution)
4. Proposition or USP (Unique Selling Point)
5. Positioning Map
6. Peso Market
7. 8, 9, 10 Product, Price, Promo, Place
11. Panalo (Winning Strategy)

4. PRIMARY TARGET MARKET
∙ Age: All ages
∙ Tarlac City and nearby town residents
∙ Social Class: Class A, B and C

5. ∙ BEHAVIOR: Symptomatic and exposed
individuals and those who are
interested in knowing if they have
COVID-19 or infected with SARS COV
2, who want accurate, immediate and
fast RT -PCR and Antigen Swab Test
Results.
PRIMARY TARGET MARKET

6. PRIMARY TARGET MARKET
∙ SPECIAL CONCERN:
o Convenient
o Safe
o Confidential
o Standardized Testing
o Fast turn-around-time

7. Complexities and challenges for health
workers
Testing is vulnerable to failure at multiple
levels
a. Practical- equipment and reagents
b. Logistical- trained personnel
c. Ethical- the need to return data promptly
Transparent and trusted with independent
validation

8. Present (Solution)
• CLDH procures its own supplies
independent of the government allocation
which was the usual practice before.
Operational 7 days a week, 8:00 am to 4:00 pm
(Phil. has 278 licensed labs, 210 capable of PCR test
68 conducting cartridge-based PCR Tests, CLDH first Private
hospital with GeneXpert north of Manila)
• CLDH has adequate human resource and
equipment with capable staff and safe
infrastructure.

9. • GeneXpert can provide rapid
detection of the current coronavirus
SARS-CoV-2 in as soon as 45 minutes
for positive results with less than a
minute of hands-on time to prepare
the sample

10. Differentiation
Reliability
Fast
Result
Result in
>24hrs
GeneXpert
RT-PCR plate
based
Variable
result

11. Peso Market (Size)
Hospitals: TPH, TMC, CLDH, JMC, TGH,
LMGH, RGH
Laboratories:
RT-PCR Plate Based :
3,500
RT-PCR Rapid ( GeneXpert):
5,000
RT-PCRSaliva:
2,000
Antigen Test (swab):
1,800
Antigen Test (saliva):
Antibody Test Machine based :
Antibody Test Rapid:

12. Product
• GeneXpert processing time
Of 45 minutes.
• Less expertise is required
• Can be lifesaving in emergency
Situations as interventions can
Be done at earliest

13. • GeneXpert RT-PCR: 5,000
• Antigen Test: 1,800
• Antibody Test: 1,900

14. • COVID Test while you wait.
• Drive and Swab
• Home service

15. • CLDH swabbing area
• Spacious and well ventilated
• CLDH GeneXpert Laboratory
• Licensed
• CLDH Laboratory
• PPEs

16. Makatao
Mabilis ang resulta
Maaasahan
Maginhawa
Differentiation:
CLDH GeneXpert Laboratory is the
only Private COVID Testing
Laboratory providing
Rapid, Real-time RT-PCR Test
in Tarlac.

17. By: Smarrt Group
CLDH COVID-19 LABORATORY