The target market is cancer patients ages 19+ from Bulacan, Pampanga, and Tarlac undergoing monthly chemotherapy. Their needs are for comfort during treatment and affordable yet high-quality care. Competitors are hospitals that lack specialized wellness support. The opportunity is to differentiate with a full-service chemotherapy center emphasizing patient comfort. With over 2,400 new cancer cases annually in the target region, the market size is estimated to be large. The marketing mix includes private rooms, on-site labs, and activity centers at a 15% markup on costs. Promotions utilize patient stories online and charity concerts. The center locates in Angeles for easy access. The strategy is differentiation through specialized wellness

1. The 10 Step Marketing Plan
ESTEBAN, Princess Joyce I.
Ateneo School of Medicine and Public Health

2. 2
10 STEP
Marketing Plan for
Wellness and Chemotherapy
Center
ESTEBAN, Princess Joyce I.
August 2015

3. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

4. 1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

5. 6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy

6. 1. Describe the primary target
market (PTM)*
 19 and above, male and female. Social
class A-B, single and married
 Patients from Bulacan, Pampanga and
Tarlac who are able to access TPLEX-
SCTEX- NLEX superhighway
 Patients who are undergoing
chemotherapeutic sessions monthly as
cure for cancer

7. 2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
Note: There may be multiple answers for needs, wants demands. Of these answers,
underline and use bold font for the best answers. See examples that follow

8. Describe your PTM needs
8
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler

9. 2. PTM’s needs, wants &
demands
Needs:
PTM would like to be free from the burden that they
are undergoing to be able to be a functional member
of the society.
Wants:
They would want to undergo chemotherapeutic
sessions as comfortable as possible.
Demands:
For them to decide to avail of the service, they must
be able to afford it as well as getting the value for
their money, the place must be easily accessible and
the Doctors must have a good reputation.

10. 3a. Direct and indirect
products that address my
PTM’s NWD
 Private and Public Hospitals in Region
III with reputable Oncologists
 Private and Public Hospitals in Metro
Manila with reputable Oncologists

11. 4. Identify the gap between
customers and competition
Where is the marketing opportunity? A lot of patients who are undergoing
chemotherapeutic sessions would want to have the experience as comfortable
as possible because during this time, they face and undergo not only physical
toll but also mental and emotional stress.
What NWDs are not being addressed? A lot of hospitals offer the patients
basic services to address their health concerns but fail to address the mental
and emotional aspect of being sick. These matter because being free of
sickness involves overall wellness; physical, mental and emotional.
What can be the unique selling proposition for the new product?
The unique service that the company can offer is the comfort and ease that they
and their family will experience while undergoing the chemotherapeutic
sessions. The chemo center would also have a laboratory service to ensure that
there will be maximal ease for the patients.

12. 5. Estimate the market size
using company data
Population of PTM and their Income Class

13. 5. Estimate the market size
using company data

14. 5. Estimate the market size
using company data
- Assuming there is 230 cancer incidents for
male and female for every 100,000 population
then there is currently an estimate of 14,260
patients who have cancer in Tarlac, Pampanga
and Bulacan.
- There are also 40,000 cases of newly
diagnosed cancer patients for a year; Which
means that 6% of these cases come from
Tarlac, Pampanga and Bulacan roughly
equating to 2,400 new cases every year.

15. 5. Estimate the market size
using company data

16. 5. Estimate the market size
using company data

17. 5. Estimate the market size
using customer data
1. Usage per person
 A person with cancer will undergo chemo
sessions monthly, some diseases like
breast cancer would require them to have
6-9 sessions per year.

18. 6 Photo of product

19. 6 Photo of product

20. 6a. Show how product looks
vs. competition

21. 6b. Product Description
The company will offer first class
accommodations for the patients
undergoing chemotherapy, there will be
activity centers available for the patients
and their family. Laboratory will also be
an integral part of the center.
.

22. 7. Price
 Chemotherapy drugs for one session
normally would cost 60,000 pesos
every session excluding laboratory and
room payments. Room and laboratory
payments would cost from 20-30,000.
 The price that my company would offer
would have an additional mark-up of
15% on room and laboratory payments.

23. 8a. Which of these modes
does your product use?

24. 8a. Your products
Promotions
1. A website will be made for the center which will show
success stories of the patients.
2. Concerts with prominent TV personalities could be
organized as a fund raising activity for the charity ward of
the center, so as to have more exposure.
3. Good relationship with patients and their families will be
established so as to improve the word of mouth
recommendations, as these patients are also our access to
more patients because of the cancer associations that they
belong to.

25. 9. Place
 Where is your product available?
 The center will be located at Angeles area,
along the NLEX, which would be easily
accessible to Tarlac, Pampanga and
Bulacan area via the connecting
superhighways

26. 10. What is the generic
winning strategy?
Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
 Niche

27. 27
SUMMARY

28. 1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

29. 6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy