OMC provides Aclasta infusions for osteoporosis treatment at their orthopedic multispecialty center located within The Medical City hospital. Their target patient is empowered women aged 50 and older. OMC differentiates itself by offering convenience through its location and services. It markets directly to nearby communities and relies on referrals from TMC consultants. While OMC charges a premium price for treatment, it aims to attract customers through service quality and differentiation within the osteoporosis treatment market.

1. Omc(orthopedic Multispecialty center) The medica A Taste Of Class for the Empowered Woman From Aclasta Umayam, Irene Rose Inanama Villanueva, Maria Katherine 1

2. OsteoporosisDisease of an organ, problem of all Most common metabolic bone disease Affects both men (20%) and women (80%) In the next century, 50% of hip fractures will occur among Asian women After age 50 years, 20% of Asian women will have osteoporosis 2

3. Aclasta zoledronic acid Bisphosphonate reduce the turnover of bone 3

4. OMC Orthopedic Multispecialty Center at TMC Several multispecialties ADULT – Osteoporosis Treatment: Aclasta Infusion (Zoledronic Acid) Once a year shot Price is comparable to daily oral medications 4

5. 5 Steps for Part 1 (PTM and Positioning) OMC’s PTM is theEmpowered Woman What the Empowered Woman needs and wants The choices of the Empowered Woman Gap is all other brands focus on giving treatment but not convenience. The market size is around 14,000. 5

6. 5 Steps for Part 2 1. OMC provides Aclasta Infusion for osteoporosis. 2. OMC has a premium price. 3. Should use newspaper ads, posters and events in nearby villages, maintain old clientele 4. Referred by consultants from TMC 5. OMC’s strategy is differentiation to provide convenience 6

7. Part 1 7

8. Step 1. OMC’s PTM is the Empowered Woman 8 Demographics 50 years and older, female, social class AB Lifestyle “On the go” women – pro-active, conscious, and aware Behavior Those who want to feel empowered by taking care of their health Those who seek for the most effective treatment and care for osteoporosis

9. Step 2. PTM’s Needs, Wants and Demands 9 I want to do more even if I’m old. I want to age with grace and beauty I want to live a productive & healthy life I want to prevent/treat my osteoporosis I want to know what’s going on inside my body

10. Step 2. PTM’s Needs, Wants and Demands What the Empowered Womanneeds To have the best treatment for osteoporosis Empowered Womanchoose OMC over others Convenience, Expertise, brand of TMC, JCI-accredited What the Empowered Womanexpects Improved bone condition, maintain active lifestyle, better compliance Extra Service is worth the extra price 10

11. 3a. OMC has many competitors Direct: Capitol Medical Center, The Health Cube, PGH Indirect: Oral Bisphosphonates, Calcium and Vitamin D, Milk Variables: Age, Price, Range of Service, Convenience, Brand 11

12. Step 3B:Competitive Position Map TMC OMC SLMC MMC CMC THC PGH

14. For postmenopausal womenA one-stop shop for all your orthopedic needs. Where patients are partners. 1 of the 3 JCI-accredited hospitals in the Philippines

15. Step 5A:Market size 19.8% of urban postmenopausal women have osteoporosis but mostly from low income families (Miura, S. et al, 2007) 3.6M population of Pasig, Mandaluyong and QC 57% female 3.5% upper class 14, 000 market size for osteoporosis treatment 14

16. Step 5A:Market size Based on historical sales (number of infusions) 2007: 23 2008: 33 2009: 46 2010 (july): 35 15

17. Step 5b:OMC share is more than 60% Sales for 2009:P1.32 M Claims to have more clients than other institutions. More than 60% of those who seek Aclasta go to OMC for its infusion. 16

18. Step 5C:Consumer Data Women aged 15 to 64 comprise 50.64% of the Philippine population The middle-class Filipino spends an average of $68 (approx P2900) on health care Average cost for treatment of osteoporosis: $2500 Cost of screening (ultrasound) for osteoporosis At the OMC, it’s FREE

19. The Marketing Mix Strategy Part 2: Steps 6 to 10 18

20. 5 Steps for Part 2 1. OMC provides Aclasta Infusion for osteoporosis. 2. OMC has a premium price. 3. For the Empowered Woman 4. Referred by consultants 5. OMC for the WIN 19

21. 6a. When you say Orthopedics and Osteoporosis… Makati Med St. Luke’s TMC 20

22. 6a. Other infusion centers Capitol Medical Center The Health Cube PGH 21

23. 6b. OMC offers Aclasta Infusion for Osteoporosis. Orthopedic Multispecialty Center is a venue where TMC can showcase the capability of the Orthopedics Department through its subspecialties. OMC is the base for visiting specialty consultants Serves as the entry point of patients in TMC Has been functioning for almost 3 years 22

24. Offers services in six subspecialties Hand and microvascular surgery Joint replacement surgery (arthroplasty) Spine surgery Sports medicine and arthroscopy Adult orthopedics Pediatric orthopedics 23

25. 6b. OMC offers Aclasta Infusion for Osteoporosis. Is currently under reconstruction in terms of the physical space and marketing strategy Relaunch OMC in 2011 Focus on certain diseases of each subspecialty Osteoporosis under OMC-Adult Aclasta shots require other diagnostic tests before infusion (ex: Creatinine) La-Z Boy, Airconditioned, with cable TV Attended by a nurse 24

26. 7. OMC has a premium price. Price of Medicine + Nurse’s Fee + IV Set = 30,000 (average price) Highest price Other institutions: Price of Medicine is fixed = P24,000 TMC’s prices are comparable with other leading health institutions in the country. Free screening (ultrasound) 25

27. 8a. Promo for the Empowered Woman Change the name Orthopedic Multispecialty Center Center for Excellence in Bone and Joint Disorders 26 Center for Excellence in Bone and Joint Disorders

28. 8a. Promo Advertising Launching party Poster at TMC entrance Handouts regarding Osteoporosis Newspaper Ads Events/ Posters/Flyers in nearby upper class villages 27

30. Discounted initial consult

31. Subsidized screening for DEXA in exchange for Aclasta treatment

32. Discount on Next Aclasta Treatment

33. Freebies such as Calcium Supplements with Aclasta Treatment

34. Loyalty pointsOsteoporosis/ Aclasta Talk 28

35. Public Relations Potential Clients Nearby Villages, Advertise in community classes (like in Tai-Chi, Ballroom) Talk to TMC Consultants in OB, Ortho, Endocrinology and Wellness to suggest product as possible treatment for osteoporosis Lay forum on Osteoporosis near TMC fountain 29

36. Public Relations Old Clients Discounts on next aclasta shots Freebies Birthday Greetings Client Profile Reminders for next treatment 30

37. 8a. Promo Direct Marketing Improve ambiance for treatment Remind consultants about the infusion treatment at OMC 31

38. 8b. Competitor Promo The Health Cube 1st Infusion Center 32

39. Competitor’s Promo 33 Leading in Spine Surgery First Tissue & Bone Bank in RP Fitbone technology Most affordable services

40. 9. OMC is referred by TMC consultants. The Medical City, Ground Floor Patients go to TMC and have their infusion for 45 mins to 1 hour Referred by consultants (TMC) Cash only 34

41. Step 10: Going for the WIN(Differentiation) OMC’s game plan is to become the leading center for osteoporosis screening, diagnosis, and treatment among Empowered Women. It benefits from The Medical City’s good reputation in giving quality health care services. 35

42. 10. OMC’s strategy: Differentiation OMC’s strategy is to differentiate itself by offering the best services, convenience in terms of diagnostic abilities and consultants, and accessibility since most of the clients live nearby. It benefits from the referrals from consultants at TMC. Has an excellent premium priced infusion center for those who have the cash for a once a year shot. 36

43. Summary 37

44. 5 Steps for Part 1 (PTM and Positioning) OMC’s PTM is theEmpowered Woman What the Empowered Woman needs and wants The choices of the Empowered Woman Gap is all other brands focus on giving treatment but not convenience. The market size is around 14,000. 38

45. 5 Steps for Part 2 1. OMC provides Aclasta Infusion for osteoporosis. 2. OMC has a premium price. 3. Should use newspaper ads, posters and events in nearby villages, maintain old clientele 4. Referred by consultants 5. OMC’s strategy is differentiation. 39

46. 10Step Marketing PlanOmc(orthopedic Multispecialty center) Aclasta infusionThe medical CityNov. 30, 2010 Maria Katherine Villanueva 40