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10 STEP Marketing Plan for FEU-NRMF Medical Center Nolan E. Pecho, MD June 2010
5 Steps for Part 1  (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning to the  Primary Target Market Part 1: Steps 1 to 5
1.  FEU-NRMF  primary target market (PTM) are all ages and all social classes ,[object Object],[object Object],[object Object]
2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object]
I want to be  well taken cared off I want to be treated  like a family member My health needs  in one place Influencing Customer’s Behavior
3a. FEU-NRMF has many competitors ,[object Object],[object Object]
FEU-NRMF is #1 in differentiation: high priced services GMMC BGH FGH FEU-NRMF Price vs. Accreditation Matrix Price/ Accreditation Matrix Tertiary level, fully equipped, University hospital Secondary level, almost fully equipped, private hospital Secondary level, basic-equipped, private hospital High price Low Price
FEU-NRMF unique positioning is shown in this competitive map Positioning vs. Brand Matrix FGH  - Fairview General Hospital BGH  – Bernardino General Hospital GMMC  – Malvar Medical Center FEU-NRMF FGH BGH GMMC Fully-equipped facility yes basic basic almost DOH accreditation tertiary secondary secondary secondary University hospital yes no no no Location 1 km from the highway Along the highway Along the highway  Along the highway Physicians-on-duty Consultants and Residents-on-training Moonlighter Moonlighter Moonlighter Subspecialist present all some some some Spacious facility yes no no no Cost of hospitalization high low low high
4 . FEU-NRMF positions strongly in a differentiation market opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object]
5a. Based on estimated 150K residents of North QC, no. of patients other hospitals within the vicinity services annually… FGH  - Fairview General Hospital BGH  – Bernardino General Hospital GMMC  – Malvar Medical Center In-Patient Out-Patient FGH 4500 (3%) 10800 (7.2%) BGH 6500 (4.3%) 14000 (9.3%) GMMC 8300 (5.5%) 17500 (11.7%)
5b. Based on estimated 150K residents of North QC, FEU-NRMF patients’ share annually is…. ,[object Object],[object Object],[object Object]
5. Conclusion on potential increase in market share… ,[object Object]
The Marketing Mix Strategy Part 2: Steps 6 to 10
6a. Hospitals servicing the north QC area
6b. FEU-NRMF…… ,[object Object],[object Object],[object Object],[object Object],[object Object]
7. Price-  FEU-NRMF  rates are 20-30% premium priced than its neighboring competitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8a. Promo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8a. Promo ,[object Object],[object Object],[object Object],[object Object]
8a. Promo ,[object Object],[object Object],[object Object],[object Object],[object Object]
8b. Competitor promo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8b. Competitor promo ,[object Object],[object Object],[object Object]
9. FEU-NRMF is conveniently located…. ,[object Object],[object Object],[object Object],[object Object]
10. FEU-NRMF differentiate itself from its competitors ,[object Object],[object Object],[object Object]
SUMMARY
5 Steps for Part 1  (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]
10 STEP Marketing Plan for FEU-NRMF Medical Center Nolan E. Pecho, MD June 2010

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V49 nolan pecho 10 step marketing plan for feu nrmf

  • 1. 10 STEP Marketing Plan for FEU-NRMF Medical Center Nolan E. Pecho, MD June 2010
  • 2.
  • 3.
  • 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 5.
  • 6.
  • 7. I want to be well taken cared off I want to be treated like a family member My health needs in one place Influencing Customer’s Behavior
  • 8.
  • 9. FEU-NRMF is #1 in differentiation: high priced services GMMC BGH FGH FEU-NRMF Price vs. Accreditation Matrix Price/ Accreditation Matrix Tertiary level, fully equipped, University hospital Secondary level, almost fully equipped, private hospital Secondary level, basic-equipped, private hospital High price Low Price
  • 10. FEU-NRMF unique positioning is shown in this competitive map Positioning vs. Brand Matrix FGH - Fairview General Hospital BGH – Bernardino General Hospital GMMC – Malvar Medical Center FEU-NRMF FGH BGH GMMC Fully-equipped facility yes basic basic almost DOH accreditation tertiary secondary secondary secondary University hospital yes no no no Location 1 km from the highway Along the highway Along the highway Along the highway Physicians-on-duty Consultants and Residents-on-training Moonlighter Moonlighter Moonlighter Subspecialist present all some some some Spacious facility yes no no no Cost of hospitalization high low low high
  • 11.
  • 12. 5a. Based on estimated 150K residents of North QC, no. of patients other hospitals within the vicinity services annually… FGH - Fairview General Hospital BGH – Bernardino General Hospital GMMC – Malvar Medical Center In-Patient Out-Patient FGH 4500 (3%) 10800 (7.2%) BGH 6500 (4.3%) 14000 (9.3%) GMMC 8300 (5.5%) 17500 (11.7%)
  • 13.
  • 14.
  • 15. The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 16. 6a. Hospitals servicing the north QC area
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 27.
  • 28.
  • 29. 10 STEP Marketing Plan for FEU-NRMF Medical Center Nolan E. Pecho, MD June 2010