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V49 gerardjoelabonado10stepmarketingplan

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Gerard Joel Abonado, MD, MBAH
Gerard Joel Abonado, MD, MBAH

This 10-step marketing plan outlines strategies for Saviour International Hospital. It identifies the primary target market as people in Panay and Guimaras needing medical and surgical services. While competitors offer general services, Saviour is uniquely accredited to accept Tricare and other health insurance. The total market size is estimated at 1 billion pesos. The plan details positioning Saviour as affordable yet differentiated by its open-heart surgery program and location in Molo, Iloilo. Tactics include competitive pricing, local advertising, and leveraging its niche in the US military insurance market.

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10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
10 STEP Marketing Plan for Saviour International Hospital GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
5 Steps for Part 1 (PTM and positioning) ,[object Object],[object Object],[object Object],[email_address]
5 Steps for Part 1 (PTM and positioning) ,[object Object],[object Object],[email_address]
5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
Positioning to the Primary Target Market Part 1: Steps 1 to 5 [email_address]
1.My primary target market (PTM) is.. ,[object Object],[object Object],[object Object],[email_address]
I need to be cured of illness I want to be in a State of the art facility [email_address]
2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
3a. SIH has many formidable competitors ,[object Object],[object Object],[object Object],[email_address]
SIH is #3 in niche: low priced services with 70-79% occupancy ST PAULS IDH IMH SIH Price vs. Occupancy rate [email_address] Price/ occupancy rate 50-59 % 60-69 % 70-79% 80-89 % High price Low Price
SIH unique positioning is shown in this competitive map Many competitors in prevent tooth decay and saves money positioning. Positioning vs. Brand Matrix [email_address] IDH IMH ST PAULS SIH Tertiary level General /Specialty Cheaper rate of Services Tricare /US HMO’s Open Heart Surgery Program
4. Identify the gap between customers and competition ,[object Object],[object Object],[object Object],[object Object],[email_address]
5a. Estimate the market size using competitor data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
5b. Based on SIH data, where market share is 7%, total market size is 1.1 billion ,[object Object],[object Object],[object Object],[email_address]
5c. Estimate the market size using customer data ,[object Object],[object Object],[email_address]
5. Concluded that Hospital market is 1 billion ,[object Object],[object Object],[object Object],[email_address]
The Marketing Mix Strategy Part 2: Steps 6 to 10 [email_address]
6a. Major Hospitals in Iloilo city Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves etc etc [email_address]
6b. Product Description ,[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
7. Price- Hospital Charges in the middle ,[object Object],[object Object],[email_address]
8a. Promo ,[object Object],[email_address]
8a. Promo [email_address]
8b. Competitor promo ,[object Object],[email_address]
8b. Competitor promo [email_address]
9. SIH is conveniently located in Molo ,Iloilo City [email_address]
10. SIH is a niche leader ,[object Object],[object Object],[email_address]
SUMMARY [email_address]
5 Steps for Part 1 (PTM and positioning) ,[object Object],[object Object],[object Object],[email_address]
5 Steps for Part 1 (PTM and positioning) ,[object Object],[object Object],[email_address]
5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]

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V49 gerardjoelabonado10stepmarketingplan

  • 1. 10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
  • 2. 10 STEP Marketing Plan for Saviour International Hospital GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
  • 3.
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  • 6. Positioning to the Primary Target Market Part 1: Steps 1 to 5 [email_address]
  • 7.
  • 8. I need to be cured of illness I want to be in a State of the art facility [email_address]
  • 9.
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  • 11. SIH is #3 in niche: low priced services with 70-79% occupancy ST PAULS IDH IMH SIH Price vs. Occupancy rate [email_address] Price/ occupancy rate 50-59 % 60-69 % 70-79% 80-89 % High price Low Price
  • 12. SIH unique positioning is shown in this competitive map Many competitors in prevent tooth decay and saves money positioning. Positioning vs. Brand Matrix [email_address] IDH IMH ST PAULS SIH Tertiary level General /Specialty Cheaper rate of Services Tricare /US HMO’s Open Heart Surgery Program
  • 13.
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  • 18. The Marketing Mix Strategy Part 2: Steps 6 to 10 [email_address]
  • 19. 6a. Major Hospitals in Iloilo city Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves etc etc [email_address]
  • 20.
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  • 25. 8b. Competitor promo [email_address]
  • 26. 9. SIH is conveniently located in Molo ,Iloilo City [email_address]
  • 27.
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  • 30.
  • 31.
  • 32. 10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]