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ERAS 10 Step Marketing Plan
- 1. ENHANCED RECOVERY AFTER SURGERY Smooth Operators Ryan Bonifacio, MD Benedicto Cid Marjay Gulapa, MD Tanya Louisse Tysmans, MD February 15,2020
- 2. 10 STEP Marketing Plan for ENHANCED RECOVERY AFTER SURGERY (ERAS) for colorectal surgery
- 3. Multimodal perioperative care pathway Designed to achieve early recovery Involves several medical professions using evidence based practices ERAS
- 5. improved quality of care reduced complications reduced hospital stay and re-admissions increased efficiency reduced healthcare costs increasing patient and staff satisfaction ERAS Patient & Hospital Benefits
- 6. 1. Primary target market (PTM) – COLORECTAL patients who need surgery Age range: 60-72 y/o Males > females AB social class Red meat, animal fat, low fiber Smoker, alcoholic drinker, obese
- 7. 2. My PTM’s NWD Need…. a surgical procedure to improve health outcomes. Want… a procedure with the best surgical care, improved outcome, and lower health cost. Demand… a surgery with minimal trauma, less pain, reduced complications, faster recovery
- 8. Describe your PTM needs Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
- 9. 3a. Direct competitors Standard procedure
- 10. No surgery: 3a. Indirect competitors
- 11. 3b.Competitive position map for ERAS Price vs Length of stay 4-6 days 8-10 days >10days High cost Low cost Price vs. Length of stay
- 12. 3b. Benefit positioning of ERAS vs Traditional Surgery
- 13. 4. Identify the gap between customers and competition No other hospital in Tarlac City offers ERAS Better alternative to traditional surgery
- 14. 5a. Market size 342,493 (Tarlac city’s population) x 9% incidence of Colorectal cancer x 0.3% AB class = 92 patients 23 cases in 2019 (23/92 at CLDH)
- 15. 5b. Estimate the market size using company data CLDH 25% JMC 20% RGH 15% LLVMGH 15% TGH 15% TPH 10% Market share
- 16. 5c. Estimate the market size using customer data 1. 23 patients per year
- 17. 5. Market size in pesos 1. Company data = 4.6M 2. Customer Usage data = 23
- 18. 6a. ERAS VS
- 19. 6a. Show how product looks vs. competition
- 20. 6b. Features Evidence based practices Comprehensive perioperative care Better health outcomes Guaranteed patient satisfaction
- 21. 7. Price 200,000 vs 150,000 per colorectal surgery 33 % higher vs. competitors Pricing strategy= premium pricing based on added value and benefits
- 22. 8a. Mass and Personal Marketing Local Mass Advertising PR Events & experiences Personal Word of mouth
- 23. Brochures, posters, tarps of ERAS in key hospital areas Social media infomercials PR / dinner events for disease awareness Lay fora 8a.Service Promotions
- 24. 8a. Samples of Promo
- 26. 9. Place Central Luzon Doctors’ Hospital, Tarlac City Delivered preoperatively, intraoperatively, postoperatively
- 27. 10. What is the generic winning strategy? Differentiation
- 28. 1. PTM - colorectal patients 2. NWD – improve health outcomes 3. Choices – local hospitals 4. Gap – no other alternative 5. Market – 25% Steps 1 to 5 Summary
- 29. 6. Product / service - ERAS 7. Price – 200k 8. Promo – ads, PR events, infomercials 9. Place – CLDH Tarlac city 10. Generic Winning Strategy - Differentiation Steps 6 to 10 Summary headline of the marketing mix & strategy
- 30. ENHANCED RECOVERY AFTER SURGERY Smooth Operators Ryan Bonifacio, MD Benedicto Cid Marjay Gulapa, MD Tanya Louisse Tysmans, MD February 15,2020
- 31. Grading Customers (PTM, NWD)- 20% Competition (Positioning Map, Market Size) 30% Company (4Ps, Strategy)- 40% Power Principles Formatting- 10%
Editor's Notes
- Good afternoon V78 Class we are the smooth operators. Namelly……
- Our 10 step marketing plan will be on Enhanced recovery after surgery… Better known as ERAS. What is ERAS?
- What is ERAS? Enhanced Recovery after Surgery (ERAS ®) refers to patient-centered, evidence-based, multidisciplinary team developed pathways for a surgical specialty and facility culture to reduce the patient’s surgical stress response, optimize their physiologic function, and facilitate recovery. Reference: Enhanced Recovery after Surgery - aana.com
- This involves a…. Evidence Based pathway or protocol for perioperative management involving A team of key professionals, who include: Surgeons, anesthesist, cardiologists, nurses, dietitians, physiotherapists with the aim to reduce the patients stress response, optimize their physiologic function and facilitate fast recovery from surgery.
- The functional benefit of ERAS…. Minimal surgical Trauma Less postoperative pain Reduced surgical complications Improve health outcomes Expedite return to baseline health Expedite return to functional status Increase mobility after surgery.
- Majority of colorectal cancers occur in people older than 50. Average age for diagnosis for men is 68 and women is 72. For rectal cancer it is age 63 for both men and women. Socio economic Class AB 100,000 to 150,000 ( Income as one of the consideration for ERAS.) 1% of the population, Figurativelly can buy MASLOW AB market small but attractive.
- Safety needs ( security and protection): I want this instead of traditional perioperative care because it is safer and allow me to heal faster. Esteem needs (recognition and status). It is a desire to be recognized by peers to having paid more and treated with sophisticated and cutting edge equipments.
- Variables: Inpatient vs outpatient, hospital length of stay, cost of the procedure, Minimal surgical trauma, postoperative pain, Brand promises a fast recovery after surgery.
- Chemotherapy, radiation, palliative care, Alternative healing like herbal, acupuncture
- Less hospital stay ( 4.5 days vs. 6.9 days) Recovery time shortened by 30%
- This are the functional benefits v.s brand matrix of hospital that serves traditional perioperative standard care.
- Where is the marketing opportunity? Fast track surgery. What NWDs are not being addressed? Early recovery after surgery What can be the unique selling proposition for the new product? Early recovery after surgery. Traditional positioning has been on broad segments of the market with emphasis on improved health outcome and reduced surgical complications The opportunity lies in eliminating an extended period of post op inconvenience for the patient including complications. ERAS will change all expectations for a standard surgery.
- This is a strategy that distinguishes ERAS from traditional surgeries of competitors. Our ERAS services offers faster recovery from surgery, shorter hospital stay and reduced complicationsn