The document outlines a 10-step marketing plan for The Medical City Psychiatry Ward. It identifies the primary target market as individuals with mental illnesses and their families who want help coping with mental illness. The plan positions TMC's ward to focus on treating both patients and their families by offering affordable packages and promoting through word-of-mouth. Located in Pasig City, the niche strategy aims to provide quality psychiatric care and services.

1. 10-Step Marketing Plan
for
TMC Psychiatry Ward
Angeli Nicole J. Reinoso
070034
November 30, 2010

2. 5 Steps for Part 1
PTM and Positioning
1. PTM are individuals with mental illnesses
and their families
2. Who want to cope with the strain of mental
illness
3. Can choose from MMC, MetroPsych,
NCMH, PGH
4. Gap is other psychiatric facilities only focus
on the individual patient
5. The market size is 79,200 Filipinos with
mental illness

3. 5 Steps for Part 2
Marketing Mix and Strategy
6. The Medical City Psychiatry Ward
7. Is affordable by offering packages to its
clients
8. Uses word-of-mouth to promote tried-and-
tested services
9. Located along Ortigas Ave., Pasig City
10. Uses a niche approach to win

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

5. Primary Target Market (PTM):
Individuals with mental
illnesses and their families
 Demographics: age>10, males and females,
social classes A to C,
single/married/separated/widowed
 Lifestyle: working or non-working, prefer
quality service
 Behavior: good health-seeking behavior,
seek treatment whenever needed

6. Needs-Wants-Expectations
I want to have a
healthy body and mind.
I want to be respected
by my family and peers.

7. 3. My PTM’s NWE
 Individuals with mental illnesses and
their families:
 Need to be secure about their health, both
physically and mentally
 Choose TMC Psychiatry Ward because of
quality services and facilities
 Expect proper management not only of the
patient but also of the whole family

8. TMC Psychiatry Ward has
many competitors.
 Direct: MMC, MetroPsych, NCMH,
PGH
 Indirect: Provincial psychiatric facilities
 Variables: Price, Psychiatrists,
Facilities, Location, Privacy, Brand

9. Competitive Position Map
Price/Qualit
y Matrix
Satisfactory
Service
Good
Service
Excellent
Service
High Price
Low Price
Metro
Psych
Metro
Psych
NCMHNCMH
PGHPGH
TMCTMCMMCMMC

10. 4. Gap between Customers
and Competition
 TMC has:
 JCI Accreditation
 Licensed/Accredited Psychiatrists
 Patient Testimonials
 No brand focuses on the patient on
center-stage.
 Others focus on minimizing cost of
hospitalization due to long-term
management of mental illness.

11. 5. Market Size
 No actual data from competitors due to
confidentiality issues
 NSO: Prevalence rate of mental illness
in the Philippines (2000):
 88/100,000 population
 At 90M population = 79,200 Filipinos with
mental illness!

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

13. 6a. Psychiatric Facilities in
the Philippines

14. 6b. Product Description
 The Medical City Psychiatry Ward is a 31-bed
inpatient facility, with separate male and
female wards.
 It caters to holistic management of mentally ill
individuals with the goal of eventually
reintegrating them into society.
 The healthcare team is composed of specially
trained psychiatrists, nurses, and therapists.

15. 7. Price
 TMC = Php2000/day
 MMC = Php2000/day
 MetroPsych = Php500/day
 NCMH = Php200/day
 PGH = Php200/day
 TMC is priced at par with other private
hospitals and almost 1000% than government
institutions, with the goal of maximizing profits
through quality service.

16. 8a. Promo
 Be more visible within the hospital premises
by holding a “Psych Week”
 Put up posters and signages that promote the
ward’s services
 Enhance word-of-mouth promotion, especially
the guarantee of privacy/confidentiality

17. 8a. Promo
 Allocate space in TMC’s website for the
Psychiatry Department

18. 8b. Competitor Promo

19. 9. TMC Psychiatry Ward is
in TMC Complex, Ortigas
Ave., Pasig City
 Available in Pasig City catchment area
 Potential areas: TMC Satellite Hospitals
 Method of Service Delivery: In-patient
 Potential method: Home visits

20. 10. Niche Strategy
 TMC’s Psychiatry Ward caters to clients that
prioritize mental health of the sick individual
together with his/her family.
 The institution is focused on providing quality
service at a competitive price.
 Although service delivery is within a limited
area, TMC is able to capture a nationwide
and even international market.

21. SUMMARY

22. 5 Steps for Part 1
PTM and Positioning
1. PTM are individuals with mental illnesses
and their families
2. Who want to cope with the strain of mental
illness
3. Can choose from MMC, MetroPsych,
NCMH, PGH
4. Gap is other psychiatric facilities only focus
on the individual patient
5. The market size is 79,200 Filipinos with
mental illness

23. 5 Steps for Part 2
Marketing Mix and Strategy
6. The Medical City Psychiatry Ward
7. Is affordable by offering packages to its
clients
8. Uses word-of-mouth to promote tried-and-
tested services
9. Located along Ortigas Ave., Pasig City
10. Uses a niche approach to win

24. 10-Step Marketing Plan
for
TMC Psychiatry Ward
Angeli Nicole J. Reinoso
070034
November 30, 2010