1. The document outlines a 10 step marketing plan for APECS-DM Clinic, a diabetic retinopathy clinic located at the National Kidney and Transplant Institute. 2. The plan's first 5 steps define the primary target market as diabetics aged 50-65 who want to remain functional and avoid blindness, and position APECS against competitors by focusing on holistic diabetic care. 3. The next 5 steps comprise the marketing mix and strategy, including pricing APECS lower than major brands, promoting through education and discounts, and locating at NKTI to dominate the P3 million niche market for diabetic retinopathy patients.

1. 1 10 STEP Marketing Plan forAPECS- DM Clinic (Diabetic Retinopathy) Farlah Angela S. Sevilla June 19, 2010

2. 5 Steps for Part 1 (PTM and Positioning) APECS PTM are Diabetics, age 50- 65 Who want to be functional and secured from blindness Can choose SLMC, AEC, AEI, QC eye, EAMC Gap is all other brands focus on eye problem alone. The market size is P300M. APECS niche is P3M.

3. 5 Steps for Part 2(Marketing Mix & Strategy) APECS- DM clinic Is priced lower than leading brands Uses symposia, patient education, discounts and package Is located at the NKTI Uses a niche approach to win

4. 4 Positioning to the Primary Target Market Part 1: Steps 1 to 5

5. 1.APECS- DM clinic’s primary target market (PTM) is.. Demographics (50-65, M/F, class ABC) Lifestyle (active or retirees, with pre-existing DM or impaired glucose, smoking history, poor diet and physical inactivity) Behavior (monthly/quarterly consult, 500/consult, DM control & complications)

6. I need to become functional again I want to be less of a burden I want to be protected from blindness

7. 2. My PTM’s NWE Diabetics need… To belong (social), functional again, Self actualization Diabetics choose APECS over other DM clinics because of …. Competent doctors and staff, within a referral center (NKTI), nice clinic with complete equipments, and reasonable price Diabetics expect this when they go to APECS- DM clinic… Informed and empowered with more knowledge about their disease, and security from blindness

8. 3a. APECS- DM clinic has many formidable competitors Direct: QC Eye, East Avenue Medical Center (EAMC), St Lukes Medical Center (SLMC), American Eye Center (AEC), Asian Eye Institute (AEI) Indirect: other tertiary hospitals, retina specialists, general ophthalmologists, optometrists, EENT specialists Variables: Competence, Price, Rapport to patients, availability of equipments and services, clinic ambience, referrals to other specialties (ophtha and non- ophtha)

9. APECS is #1 in niche: middle priced and referral to other MD specialists Price vs. ease of referral SLMC AEI AEC APECS QC eye EAMC

10. APECSunique positioning is shown in this competitive map Positioning vs. Service Provider Many competitors focus on eye problem alone and do not place much emphasis on holistic care of diabetic patients .

11. 4. APECS positions strongly in a niche market opportunity APECS is the only DM clinic that has competent doctors, specialists, staff With state of the art equipments (specifically for DM- retina patients) With subspecialty clinics and services (dialysis and kidney transplant centers, nutrition clinic, endocrine No brand has a similar position. Others focus on eye problem alone.

12. 5a. Based on competitor data, DM market is P287 million EAMC estimates : Patients= 1920 x P200= P384,000 Laser= 720 x P2000= P1.4M Surgery= 240 x P16500= P3.96M Estimated market share= 2% P5.7M/0.02= P287M

13. 5b. Based on APECS data, where market share is 1%, total market size is P300 million APECS data: sales is P3 M APECS claims market share of 1% Then total market size is P3 million/0.01 = P 300M

14. 5c. Consumer data indicates a total size of P 318M Ophtha DM consult alone: (based on prevalence of DM) 429 thousand DM Filipinos (50-65) consult on an average of 1x/ year= 6.5m x P500= 214.5 M (based on prevalence of DR) 122 thousand DM x P500= 61M

15. 5c. Consumer data indicates a total size of P 318M On laser and surgery of DM patients: LASER:(based on prevalence of DR severity) 12.2 thousand DM Filipinos x P2,000/eye (PHIC-RVU) = 24M SURGERY: 1098 DM Filipinos x P16,500 (PHIC-RVU)= 18M

16. 5. Concluded that DM clinic market is P300 million Competitor data= P287M Company data = P 300M Usage data = P 318M

17. 17 The Marketing Mix Strategy Part 2: Steps 6 to 10

18. 6a. Eye care is dominated by 3 major brands

19. 6b. Product Description SERVICES: Vision screening and correction

20. 6b. Product Description SERVICES: Retina Diagnostics and treatment

21. 6b. Product Description SERVICES: Glaucoma screening and diagnostics

22. 6b. Product Description SERVICES: Pediatric vision screening and diagnostics

23. 6b. Product Description SERVICES: Ocular infections and inflammations

24. 6b. Product Description SERVICES: Ophthalmic surgeries

25. 6b. Product Description Asia Pacific Eye Care Specialists (APECS) is an eye clinic located at the Dialysis Center and Doctors Clinic of the National Kidney and Transplant Institute. Services offered: Vision screening and correction, Retina Diagnostics and Treatment, Glaucoma Screening and Diagnostics, Pedia Vision Screening and diagnostics, Ocular infections and inflammation, and Ophthalmic surgeries

26. 6b. Product Description APECS has 8 competent, experienced Ophthalmologists with different sub-specialties: Cataract and Refractive Pediatric Ophthalmologist Medical and Surgical Vitreoretina specialist Ocular inflammation and uveitis External Disease and Cornea

27. 7. Prices- APECS is priced at par or lower than competitors APECS consult (regardless of specialty)= P500 APECS retina surgery= P 25- 40k APECS laser treatment= P12- 15k APECS is priced at par with QC eye and 40% higher than EAMC with aim of maximizing profits in its niche. APECS is priced 25- 40% lower than AEC, AEI.

28. 8a. Promo Patient Education

29. 8a. Promo Symposia, Scientific lectures

30. 8a. Promo Spectacles promo discounts

31. 8a. Promo Special discounts/ Surgery and laser package

32. 8a. Promo APECS website

33. 8b. Competitor promo Posters

34. 8b. Competitor promo Celebrity endorsements

35. 8b. Competitor promo Websites

36. 9. APECS is located at the NKTI Doctors Clinic

37. 10. APECS- DM Clinic is a niche leader APECS’ main strategy is to dominate the niche market of 50- 65 year old diabetics who need to still be functional and protected from blindness due to diabetes. It benefits from its location, within a specialized tertiary hospital.

38. 38 SUMMARY 10 STEP Marketing Plan for APECS- DM Clinic (Diabetic Retinopathy)

39. 5 Steps for Part 1 (PTM and Positioning) APECS PTM are Diabetics, age 50- 65 Who want to be functional and secured from blindness Can choose SLMC, AEC, QC eye, EAMC Gap is all other brands focus on eye problem alone. The market size is P300M. APECS niche is P3M.

40. 5 Steps for Part 2(Marketing Mix & Strategy) APECS- DM clinic Is priced lower than leading brands Uses symposia, patient education, discounts and package Is located at the NKTI Uses a niche approach to win

41. 41 10 STEP Marketing Plan forAPECS- DM Clinic (Diabetic Retinopathy) Farlah Angela S. Sevilla June 19, 2010