The 10-step marketing plan aims to position the Radiological Sciences Division of the Philippine Heart Center (PHC-RSD) as the most credible and affordable specialty radiological center in the Philippines. PHC-RSD will target patients with cardiovascular diseases and referring physicians. It will position itself in the niche market of cardiovascular imaging through affordable packaged services. Promotional strategies will include advertisements, referrals from partner physicians, and digital marketing to communicate PHC-RSD's competitive prices that are 20-30% lower than competitors while maintaining credibility through its location in Quezon City and status as a government hospital specializing in cardiology.

1. 10 STEP MARKETING PLAN The Philippine Heart Center RADIOLOGICAL SCIENCES JUSTIN CARPIO, PETER CHUA, CANDY DRILON, MURIEL GO, JUNNO KATO, RIANNA SALAZAR JANUARY 10, 2011 GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

2. 5 STEPS FOR PART 1 Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are doctors from PHC and other institutions and patients with/with probable cardiovascular diseases For diagnostic and therapeutic/therapeutic planning purposes Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers Gap is delivering credible, convenient, and affordable radiologicservices Market size is ~6.2 B GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

3. 5 STEPS FOR PART 2 Philippine Heart Center: Radiologic Sciences Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country At least 20-30% cheaper than the competitors Uses multimedia (TV, radio, print, digital) for advertising and word-of-mouth approach for doctor referrals East Avenue, Quezon City, Philippines Using a niche market approach with price advantage GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

4. Positioning to the PRIMARY TARGET MARKET PART 1: Steps 1 to 5 GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

5. PHC: RSD’s PTM are patients with/with probable cardiovascular diseases Demographics: Any person with/with probable cardiovascular diseases regardless of age, gender, socioeconomic status Lifestyle: May potentially affect any person Behavior: Those who would want low cost, convenient, and quality service Doctors (based in PHC, Cardiologists and other allied physicians) should also be tapped because their referrals bring patients to the division as well GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

6. 2. My PTM’s Needs, Wants, and Expectations Individual Sense of Well-Being Health and Wellness GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

7. 2. My PTM’s Needs, Wants, and Expectations Patients: Needs: A healthier and functional self free from the cardiovascular disease or from its morbidities at the very least Wants: A credible, convenient, and affordable means to be able to assure their needs Expectations: Credible, convenient, and affordable services especially from a government subsidized institution GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

8. 2. My PTM’s Needs, Wants, and Expectations Doctors: Needs: A healthier and functional patient free from the cardiovascular disease or from its morbidities at the very least Wants: A credible, convenient, and affordable means to be able to assure their need for reliable radiologic imaging Expectations: Credible, convenient, and affordable services especially from a government subsidized institution for their patients GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

9. 3A. PHC: RSD’s Competitors Direct Competitors: Institutions within the vicinity (National Kidney and Transplant Institute, East Avenue Medical Center) Indirect Competitors: Other tertiary, non-specialized hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers Variables: Referring physicians, PhilHealth/HMO coverage GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

10. 3B. PHC: RSD’s Competitors Credibility vs Cost Matrix Assumes that the tertiary hospitals almost have the similar market shares having the most number of cardiovascular cases compared to secondary hospitals and the stand alone diagnostic centers GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

11. 3B. PHC: RSD’s Competitors Convenience vs Cost Matrix Assumes that the tertiary hospitals almost have the similar market shares having the most number of cardiovascular cases compared to secondary hospitals and the stand alone diagnostic centers GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

12. 3B. PHC: RSD’s Competitors Credibility vs Convenience Matrix Assumes that the tertiary hospitals almost have the similar market shares having the most number of cardiovascular cases compared to secondary hospitals and the stand alone diagnostic centers GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

13. 4. Gap in delivering AFFORDABLE, ACCESSIBLE and CREDIBLE imaging for good HEALTHCARE There is not much demand for cardiac imaging because physicians will exhaust all non-imaging studies first. Referrals from cardiologists from other institutions are few. Lacks good reputation on general imaging. GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

14. 4. PHC-RSD positions strongly in a niche market opportunity Philippine Heart Center: Radiologic Sciences Division is the only credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country Offers heart packages: Discounted and cheaper, grouped services, fit for heart disease patient, does not compromise quality Other radiologic divisions are multi-specialty with high cost services “Jack-of-all-trades: Master-of-none” vs “Master-of-one” GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

15. 5. PHC-RSD’s Market Radiological Services in the Philippines: Php 6.2 B (2009) PHC:RDS Income: Php 64 M, claiming 1% of market share GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

16. The MARKETING MIX Strategy PART 2: Steps 6 to 10 GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

17. 6. PHC-RSD and its Competitors GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

18. 6. PHC-RSD’s main imaging modalities CT Scan Ultrasound MRI X-ray GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

19. 6. PHC-RSD The division offers various imaging modalities and thus, was divided into four sections: General Diagnostic Radiology X-ray and Fluoroscopic procedures CT-MRI Section General, Vascular, Cardiac CT/MRI and Special procedures Ultrasound Section General Ultrasound and Interventional procedures Vascular Interventional Radiology Angiograms, Embolization, Coiling and Stenting GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

20. 7. PHC-RSD’ Prices The division adapts a socialized payment scheme Rates for private patients are still 20-30% lower compared to private institutions Example: Chest X-ray PA PHC: Php500 Private Institutions: Php700-900 Offers packages along with other hospital divisions for both inpatients and outpatients Inpatients: Cardiopulmonary Examination, Cardiovascular Check-Up, Executive Check-Up Outpatients: Cardiopulmonary Packages I-III, Heart Packages I-V, Pedia Heart Package, Mini Heart Packages I-III, Vascular Packages I-II GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

21. 7. PHC-RSD’ Prices (Inpatient) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

22. 7. PHC-RSD’ Prices (Inpatient) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

23. 7. PHC-RSD’ Prices (Inpatient) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

24. 7. PHC-RSD’ Prices (Outpatient) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

25. 7. PHC-RSD’s Prices (Outpatient) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

26. 7. PHC-RSD’s Prices (Outpatient) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

27. 7. PHC-RSD’s Prices (Outpatient) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

28. 8. PHC-RSD’s Promotions Television and Radio Ads: Make use of government owned stations Print Ads/Posters/Flyers: Distributed to doctors and patients Digital Marketing: through website (www.phc.gov.ph) or other digital means Word-of-Mouth: Doctors in PHC to doctors (especially cardiologists) from other institutions GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

29. 8. PHC-RSD’s Promotions (Website) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

30. 8. PHC-RSD’s Promotions (Advertisement) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

31. 8. PHC-RSD’s Promotions (Advertisement) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

32. 8. PHC-RSD’s Promotions (Advertisement) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

33. 8. PHC-RSD’s Promotions (Advertisement) GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

34. 9. PHC-RSD’s Location The Philippine Heart Center is located at East Avenue, Quezon City GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

35. 9. PHC-RSD’s Place It is located at the first floor, behind the main lobby GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

36. 10. PHC:RSD’s Winning Niche Strategy Live up to PHC Mission and Vision: “…provide comprehensive cardiovascular care..” “…the leader in upholding the highest standards of cardiovascular care…” Capitalize on what they currently does best: Cardiovascular imaging Show that they are way cheaper than other tertiary hospitals but still get the same quality Create market for general imaging, banking on their expertise in Cardiovascular imaging GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

37. SUMMARY GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

38. 5 STEPS FOR PART 1 Philippine Heart Center: Radiologic Sciences Division’s (PHC:RDS) PTM are doctors from PHC and other institutions and patients with/with probable cardiovascular diseases For diagnostic and therapeutic/therapeutic planning purposes Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers Gap is delivering credible, convenient, and affordable radiologicservices Market size is ~6.2 B GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

39. 5 STEPS FOR PART 2 Philippine Heart Center: Radiologic Sciences Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country At least 20-30% cheaper than the competitors Uses multimedia (TV, radio, print, digital) for advertising and word-of-mouth approach for doctor referrals East Avenue, Quezon City, Philippines Using a niche market approach with price advantage GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

40. 10 STEP MARKETING PLAN The Philippine Heart Center RADIOLOGICAL SCIENCES JUSTIN CARPIO, PETER CHUA, CANDY DRILON, MURIEL GO, JUNNO KATO, RIANNA SALAZAR JANUARY 10, 2010 GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION