The document outlines a marketing plan for Clinica De La Assumption to position itself as the preferred provider of pre-employment medical services in Abra, Philippines. It proposes that the clinic offers a comprehensive suite of pre-employment tests under one roof to address the current problem of employees needing to visit multiple providers. The plan details Clinica De La Assumption's value proposition of convenience, efficiency, quality and competitive pricing. It estimates the potential market size in Abra to be over PhP 137 million annually.

1. Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
CLINICA DE LA ASSUMPTION
Marketing Plan
PPP
(Preferred Pre-Employment Partner)
Group B
V89 Marketing Management
Ateneo Graduate School of Business

2. Outline:
1. Profile
2. Problem / Pain
3. Present
4. Proposition
5. Position
6. Peso Market
Clinica De La Assumption
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

3. Outline:
7. Products
8. Price
9. Place
10. Promo
11. Panalo
Clinica De La Assumption
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

4. i. Working Population Group
1. Profile
Medium to Large Enterprises/Offices Which Place
Value on Occupational Health
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

5. i. Working Population Group
ii. Companies/organizations with at least 50 employees
1. Profile
Medium to Large Enterprises/Offices Which Place
Value on Occupational Health
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

6. i. Working Population Group
ii. Companies/organizations with at least 50 employees
iii. With operations in Abra
1. Profile
Medium to Large Enterprises/Offices Which Place
Value on Occupational Health
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

7. i. Working Population Group
ii. Companies/organizations with at least 50 employees
iii. With operations in Abra
iv. With most employees residing in Abra
1. Profile
Medium to Large Enterprises/Offices Which Place
Value on Occupational Health
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

8. i. Working Population Group
ii. Companies/organizations with at least 50 employees
iii. With operations in Abra
iv. With most employees residing in Abra
v. With good understanding on the value of quality medical services and
willing to pay for such
1. Profile
Medium to Large Enterprises/Offices Which Place
Value on Occupational Health
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

9. i. Employees have different lab test requirements depending on age.
1.2. Problem/Pain
No single specialized clinic in Abra that provides complete
pre-employment medical exams and annual physical exams
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

10. i. Employees have different lab test requirements depending on age.
ii. Employees and/or Company HR will have to visit, liaise, tie-up, and abide
by multiple terms and conditions to several medical service providers.
1.2. Problem/Pain
No single specialized clinic in Abra that provides complete
pre-employment medical exams and annual physical exams
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

11. i. Employees have different lab test requirements depending on age.
ii. Employees and/or Company HR will have to visit, liaise, tie-up, and abide
by multiple terms and conditions to several medical service providers.
iii. Because the tests are availed through many providers, negotiating
power on bulk discounts is affected.
1.2. Problem/Pain
No single specialized clinic in Abra that provides complete
pre-employment medical exams and annual physical exams
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

12. v. Disadvantages to employees of visiting several medical service providers
include:
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
1.2. Problem/Pain
No single specialized clinic in Abra that provides complete
pre-employment medical exams and annual physical exams

13. v. Disadvantages to employees of visiting several medical service providers
include:
- longer completion time because of fragmented service delivery
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
1.2. Problem/Pain
No single specialized clinic in Abra that provides complete
pre-employment medical exams and annual physical exams

14. v. Disadvantages to employees of visiting several medical service providers
include:
- longer completion time because of fragmented service delivery
- reduces employee productivity
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
1.2. Problem/Pain
No single specialized clinic in Abra that provides complete
pre-employment medical exams and annual physical exams

15. v. Disadvantages to employees of visiting several medical service providers
include:
- longer completion time because of fragmented service delivery
- reduces employee productivity
- greater risk of being exposed to communicable diseases (e.g. COVID-19)
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
1.2. Problem/Pain
No single specialized clinic in Abra that provides complete
pre-employment medical exams and annual physical exams

16. Employees complete their pre-employment diagnostics tests thru the
following:
1.3. Present
Currently Available Options for the Companies
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
HEALTH INSTITUTIONS COMPLETE INCOMPLETE
Clinica de la Assumption /
Other Institutions Inside Abra
(AMDC / HMC / Health Check)
/
Located Outside Abra / /
*AMDC – Abra Medical Diagnostic Center

17. Employees complete their pre-employment diagnostics tests thru the
following:
1.3. Present
Currently Available Options for the Companies
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
HEALTH INSTITUTIONS COMPLETE INCOMPLETE
Clinica de la Assumption /
Other Institutions Inside Abra
(AMDC / HMC / Health Check)
/
Located Outside Abra / /
*AMDC – Abra Medical Diagnostic Center

18. i. CONVENIENCE
• Clinic location: Bangued (capital of Abra)
• Extended operating hours and Opens daily
• All services available within the institutional grounds.
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

19. ii. EFFICIENCY
• Turnaround time for release of lab results: 1-3 hours
• Turnaround time for release of medical reports to the company: 1-2 days
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

20. ii. EFFICIENCY
• Turnaround time for release of lab results: 1-3 hours
• Turnaround time for release of medical reports to the company: 1-2 days
iii. QUALITY ASSURANCE
• DOH-approved for quality
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

21. iv. EXPERTISE
• with Trained Doctors in Pediatrics, Internal Medicine, Surgery and OB-GYNE for evaluation
and management of medical issues / concerns
• Medical Director is readily available daily for administrative concerns
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

22. v. SAFETY
• Lesser exposure to diseases such as Covid-19
• Lesser incidence of accidents during travel to different health institutions
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

23. vi. AFFORDABILITY
• Competitive Price
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

24. vi. AFFORDABILITY
• Competitive
Price
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
SERVICES CDLA AMDC HMC Health Check
Complete Blood Count 350 420 350 300
Urinalysis 120 200 100
Fecalysis 110 220 150 200
Drug Test 350 - 350 -
Chest X-Ray 500 440 - -
ECG 350 350 - -
Psychological Test 1,200 - - -
Medical Certification 300 - - -

25. vi. AFFORDABILITY
• Competitive
Price
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
SERVICES CDLA AMDC HMC Health Check
Complete Blood Count 350 420 350 300
Urinalysis 120 175 200 100
Fecalysis 110 220 150 200
Drug Test 350 - 350 -
Chest X-Ray 500 440 - -
ECG 350 350 - -
Psychological Test 1,200 - - -
Medical Certification 300 - - -

26. vi. AFFORDABILITY
• Competitive Price
• Corporate discounts
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

27. vi. AFFORDABILITY
• Competitive Price
• Corporate discounts
• Convenient Billing and Payment Terms: 1 month for HMOs and other Partner Institutions
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

28. viii. NETWORK
• Private Institutions: HMOs
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

29. viii. NETWORK
• Private Institutions: HMOs
1.4. Proposition
Preferred Pre-Employment Partner (PPP) by providing complete
industrial medical services with quick and reliable results and at
competitive rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
• Public Institutions: Philgeps

30. 1.5. Position: Competitive Positioning Map 2x2
CDLA offers complete range of pre-employment laboratory
tests at reasonable rates
Group B: Amil/Burgos/Fajardo, N./Fajardo, R/Giller
2 x 2
Price
Low Price High Price
Completeness
of Services
Complete CDLA
Incomplete Health Check
AMDC
HMC
Hospital

31. 1. 5. Position: Competitive Positioning Map-Benefits
Benefits: Employers can be assured of efficient and
affordable pre-employment exams for employees
Group B: Amil/Burgos/Fajardo, N./Fajardo, R/Giller
Points of Parity CDLA AMDC HMC
Health
Check
Hospital
Complete Blood Count
Urinalysis
Drug Test
Chest X-Ray
Psychological Test
Medical Certification

32. 1. 5. Position: Competitive Positioning Map-Benefits
Benefits: Employers can be assured of efficient and
affordable pre-employment exams for employees
Group B: Amil/Burgos/Fajardo, N./Fajardo, R/Giller
Points of Parity CDLA AMDC HMC Health Check Hospital
Complete Pre-Employment
Diagnostic Tests
Primary Care Consult
Specialist Consult
Affordable to Employees
Affordable to Employers

33. 1. 5. Position: Competitive Positioning Map-Benefits
Benefits: Employers can be assured of efficient and
affordable pre-employment exams for employees
Group B: Amil/Burgos/Fajardo, N./Fajardo, R/Giller
Points of
Differentiation
CDLA AMDC HMC
Health
Check
Hospital
Readily Available
Medical Director
Weekend Availability
Philgeps
Accreditation
HMO Accreditation

34. 1. 6. Peso Market Size
Companies in Abra spend 137M Pesos Annually for Pre-
Employment or Annual Diagnostic Testing
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
Parameter Amount
Population of Abra 226,649
Educated Working Population 97,460 (43%)
Working Population Belonging to Formal
Economy
48, 730
Annual Pre-Employment Fee Php 2, 820
Total Market Size PhP 137,418,600
Target Market Share (15%) Php 20, 612, 790

35. • SMS appointment system/reminders
• LinkedIn corporate page
• Complimentary meeting with Medical Director for handling of concerns
• Disease awareness program for Employees of Partner Companies
• Facebook and website promotions
• Promotional packages
• Weekend schedules available
1. 7. Product and Service Strategy
Hassle-free Annual or Pre-Employment Medical and Diagnostic
Process For Employees And Employers
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

36. • Efficient and affordable pre-employment services
1. 8. Price Strategy
PREMIUM SERVICE AT REASONABLE RATES
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
Points of Parity CDLA AMDC HMC
Health
Check
Hospital
Complete Blood Count 350 420 350 300 390
Urinalysis 120 175 200 100 150
Drug Test 350 - 350 - -
Chest X-Ray 500 440 - - 560
Psychological Test 1,200 - - - -
Medical Certification 300 - - - 400
Total (Php) 2,820 1,035 900 400 1500

37. • Efficient and affordable pre-employment services
• Tiered discounting scheme depending on employee number
1. 8. Price Strategy
PREMIUM SERVICE AT REASONABLE RATES
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
Number of Employees Rate/Discount
Published Rate per Head 2820.00
1-199 employees 2% discount
200-499 employees 3% discount
500 employees or more 3.5% discount

38. Clinic Location: Bangued (Capital of Abra)
Blatant facade of the building is Easy to Spot
On-site Services can be arranged for Bulk Bookings
Telemedicine Consultation
1. 9. Place Strategy
STRATEGIC LOCATION. CLOSER TO YOU.
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

39. 1. 10. Promo Strategy
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
Facebook Page
Local Radio
Calls E-Mail
Posters / Flyers Word of Mouth Discounts
Local Newspaper

40. “Great value for quality pre-employment services”
1. 11. Panalo Generic Winning Strategy
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

41. “Great value for Quality Pre-Employment Services”
1. 11. Panalo Generic Winning Strategy
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

42. Outline:
1. Profile: Working Population Group
2. Problem / Pain: No Health Facility with Complete Pre-employment Tests
3. Present: Transfer to Different Health Facilities within or outside Abra
4. Proposition: Develop a Health Facility with Complete Pre-employment Tests
5. Position: CDLA is the only Health Facility with Complete Pre-Employment Tests
6. Peso Market: Market Size is 500,000 per month
Clinica De La Assumption
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

43. Outline:
7. Products: Pre-Employment Diagnostic Tests
8. Price: Php 2820 per Pre-Employment Diagnostic Tests
9. Place: Located at Bangued (Capital of Abra)
10. Promo: Social Media, Word of Mouth, Radio and Print Advertisement,
Discounts, Text Messaging
11. Panalo: Differentiation Strategy
Clinica De La Assumption
Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller

44. Group B: Amil/Burgos/Fajardo, N./Fajardo, R./Giller
CLINICA DE LA ASSUMPTION
Marketing Plan
PPP
(Preferred Pre-Employment Partner)
Group B
V89 Marketing Management
Ateneo Graduate School of Business