UPH-DJGTH PTM are Doctors & Patients (children, elderly & ill) Who want to be healthy. Competitors are Dagupan or San Carlos hospitals. The opportunity is others focus on profits over quality. The market size is P2.6 million, with UPHDJGT niche as P1 million. UPH-DJGTH is a secondary hospital with tertiary capabilities, located nationwide. It uses CSR activities and premium pricing in a niche strategy to dominate the secondary hospital market.

1. 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com

2. 5 Steps for Part 1 (PTM and Positioning) Identify your target (PTM) What do they need? (NWE) Who are their choices? (competitors) Where is the opportunity? (gap) How big is the market? (3Cs)

3. PRIMARY TARGET MARKET Doctors Patients Children Elderly Ill patients

4. NEEDS, WANTS & EXPECTATIONS Doctors want their patients to be healthy & feel: “ At home” Comfortable Relaxed While experiencing the BEST quality health care

6. COMPETITORS WITHIN MALASIQUI, PANGASINAN Malasiqui Municipal Hospital ER Hospital SOUTH OF MALASIQUI Bayambang, Pangasinan Bayambang District Hospital

7. COMPETITORS NORTH OF MALASIQUI Dagupan City, Pangasinan Region I Medical Center Dagupan Doctors Villaflor Memorial Hospital Specialist Group Hospital & Trauma Center Nazareth General Hospital

8. COMPETITORS EAST OF MALASIQUI Urdaneta City, Pangasinan Holy Child General Hospital Villasis, Pangasinan Villasis Polymedic Hospital & Trauma Center

9. COMPETITORS WEST OF MALASIQUI San Carlos City, Pangasinan Pangasinan Provincial Hospital Pangasinan Doctors Hospital Blessed Family Doctors General Hospital Virgen Milagrosa Medical Center

10. OPPORTUNITY While some other hospitals focus on high profit and big savings by offering less services UPH - Dr. Jose G. Tamayo Hospital focuses on high quality, family-oriented service by competent doctors and health care professionals

11. MARKET SIZE As of August 2007, population of Pangasinan is 2,645,395 million UPHDJGTH niche is 1,122,969 million Dagupan City Malasiqui - 125,633 (RHU I & II, 2005) Urdaneta City Bayambang

12. MARKET SIZE If half of the population will utilize the hospital, 10% - patients 112,297 x ave. P5,000/px = Then Estimated Gross Income = P 2.8 Billion

13. 5 Steps for Part 2 (Marketing Mix & Strategy) Product Price Promo Place Generic Winning Strategy of Mix

14. PRODUCT 2° Level Hospital with some 3º Level capabilities 50 Bed Capacity 2 OR’s & 2 DR’s ER / OPD ICU

15. PRODUCT CT Scan, Mammogram, X-ray, & Ultrasound with 4D capabilities Pharmacy accessible to the public 24-hour Laboratory Friendly, Family-oriented Doctors & Health Care Professionals with Perpetualite and Christian values

16. PRICE Competitive yet affordable rates and packages which are acceptable to our clients

17. PROMO Incorporates Corporate Social Responsibility Activities into Marketing Strategy Offer big benefits to employees

18. PROMO Offers packages for: Pre-employment Annual Physical Examinations Drug Testing Maternity & Newborn Packages Cataract Packages Executive Check-up Packages Women’s Health Center

19. PLACE Located in Poblacion: Montemayor St., Malasiqui, Pangasinan Adjacent to Perpetual Help College of Pangasinan Along the main roads of Malasiqui-Dagupan route Accessible to Public Utility Vehicles

20. PLACE REGION I Health is a priority Government spends 4% of its GDP on health; higher than national gov’t of 3.5% Pangasinan leads fight against TB and has created partnerships with private sector

21. WINNING STRATEGY UPH-DJGTH uses NICHE approach All hospitals can offer the same services Not all hospitals in Pangasinan offer competitive yet affordable prices

22. Positioning to Primary Target Market Part 1: Steps 1 to 5

23. DOCTORS & PATIENTS ARE UPH-DJGTH PTM Demographics All ages, M/F, social class (some A, majority B & C) Lifestyle Studying, working, or retired Behavior Utilization of facilities during illness and health maintenance

24. PHILIPPINE DEMOGRAPHY Population = predominantly young 0-14 y.o. = 33.8% 65 yrs & above = 4.4% Males = females Crude birth rate = 20.5/1000 popn Crude death rate = 4.8/1000 popn Life expectancy for both sexes is 67 years males = 64 yrs females = 70 yrs

25. Arroyo Watch: Sun.Star blog on President Arroyo Wednesday, July 16, 2008 Pangasinan Population Soars DAGUPAN CITY -- The province's population increased by 211,279 from year 2000 to 2007. It remains to be the most populous province in the Ilocos Region. Records of the National Statistics Office (NSO) showed that the 2,434,086 population of Pangasinan in the year 2000 soared to 2,645,395 in August 2007 . Among the 48 cities and municipalities in Pangasinan, Dagupan City still recorded the highest population with 149,554 followed by Malasiqui with 122,820 ; Urdaneta City (120,785); and Bayambang (103,145).

26. I want to be healthy. I am more confident in going to the hospital.

27. 2. My PTM’s NWE Doctors need their Patients… To be healthy after receiving health care Prevent illness Promote well-being (Physiologic)

28. 2. My PTM’s NWE Doctors & Patients choose UPH-DJGTH because of… PERPETUAL BRAND Nice ambiance Friendly staff who are “Dedicated to Life” Affordable packages & prices Credibility & awareness of company PHA approval

29. 2. My PTM’s NWE Patients expect UPH-DJGTH to have… Complete facilities Quality health care True service MORE CONFIDENCE to utilize hospital facilities when ill or seeking wellness.

30. 3a. UPH-DJGTH has many formidable competitors Direct: MALASIQUI MUNICIPAL HOSPITAL , ER Hospital Indirect: Tertiary Hospitals in surrounding areas with more services Variables: Hospital’s length of service Price & packaging Availability of different services offered Convenience of location Accessibility to health care services Perpetual Brand

31. 3b. Competitive Position Map Since 1973, Perpetual Help Hospital of Pangasinan had already established its name in the community as a good health provider.

32. UPH-DJGT HOSPITAL is #1 in Niche: Mid-priced Services vs. Hospital Level UPH DJGTH MMH ERH VILLAFLOR TRAUMA BDH Price vs. Level of Hospital LEVEL 1 LEVEL 2 LEVEL 3 High- price Low- Price

33. 4. UPH-DJGTH positions strongly in a niche market opportunity UPH-DJGTH is the only hospital… That gives quality health care services at an affordable price For doctors & patients of all ages Who want to be healthy After experiencing the BEST quality health care

34. 4. UPH-DJGTH positions strongly in a niche market opportunity No brand has a similar position Others focus on High profit Big savings Less services

35. 5a. Estimate the market size using competitor data 1. vs. known Industry size comparisons - Few secondary hospitals with tertiary capabilities 2. vs. 1-1 suppliers - Medical suppliers and construction suppliers share information

36. 5a. Estimate the market size using competitor data 3. Visual Observation - Gov’t hospitals are highly utilized - Class A & B patients prefer private hospitals - Private hospitals are old & have no elevator

37. 5a. Estimate the market size using competitor data 4. Pirating Personnel - Hiring of staff from other hospitals will key us in on needs of patients & doctors 5. “Share of Shelf” - size of the market demand can be derived from stocks maintained by nearby hospitals

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

39. 6a. Hospital category is dominated by 5 major hospitals SACRED HEART PANGASINAN PROV’L HOSPITAL VILLAFLOR UPH-DJGTH NAZARETH

40. 6b. Product Description UPH-DJGTH is a secondary hospital with a 50 bed capacity that is approved by the Philippine Hospital Association. Its services are…. There are 4 floors with a 2,542 square meter floor area. CT Scan, Mammogram, X-ray, Ultrasound

41. 7. PRICE- UPHDJGTH is 30% premium priced in affordable packages Will use responsibility accounting and prudent rate setting Will be at par with other tertiary hospitals in Pangasinan With aim of sustainability & maximizing profits in its niche

42. 8a. PROMO Incorporates Corporate Social Responsibility Activities into Marketing Strategy Medical Missions Surgical Missions Partnership with other Foundations Bantay Bata 163 AY Foundation JONELTA Manila Foundation

43. 8a. PROMO Offers packages for: Pre-employment Annual Physical Examinations Drug Testing Maternity & Newborn Packages Cataract Packages Executive Check-up Packages Women’s Health Center

44. 8b. Competitor promo Other hospitals also offer discounts and promos during their anniversaries and upon opening of new areas and equipments

45. 9. UPH-DJGTMC is available in Northern, Central & Southern Luzon Situated along major roads In the center of a city or municipality Near UPHS schools & banks

46. MALASIQUI

47. 10. UPH-DJGTH is a niche leader UPH-DJGTH main strategy is to dominate the niche market of secondary hospitals Has excellent, premium priced, quality health care services located nationwide.

48. SUMMARY

49. PTM & POSITIONING UPH-DJGTH PTM are Doctors & Patients (children, elderly & ill) Who want to be healthy Can choose Dagupan or San Carlos. Gap is all other brands focus on big savings & high profit The market size is P 2.6 Million. UPHDJGT niche is P1 Million.

50. MARKETING MIX & STRATEGY UPH-DJGTH is a Secondary Level Hospital with some Tertiary Level capabilities Is 30% premium Uses CSR activities (Medical Missions & JONELTA Foundation) Is located nationwide Uses a niche approach to win

51. 10 STEP MARKETING PLAN UPH - DR. JOSE G. TAMAYO HOSPITAL Anna Sofia Victoria S. Fajardo, MD June 2010 http://riafajardo.blogspot.com