The 10 step marketing plan outlines Holylife Hospital's strategy to target the 48,000 population in Barangay NAPICO. The plan identifies competitors, analyzes the target market and their needs, and details a marketing mix strategy including promotional activities and competitive pricing that is 20% lower than competitors. Holylife Hospital aims to dominate healthcare in the barangay by offering accessible, affordable and complete services located near the main exit of the subdivision for maximum convenience.

1. 110 STEP Marketing Plan for (HOLYLIFE HOSPITAL)JESUS B. ACANTILADO,MD, DPPSJUNE 19,2010

2. 5 Steps for Part 1(PTM and positioning)Barangay NAPICO(PTM)Health care system (NWE)Primary and secondary Hospitals, private clinics (competitors)Accessability, affordability (gap)48,000 population, Class BCD (3Cs)

3. 5 Steps for Part 2(Marketing Mix & Strategy)Holylife hospital 20% less from the competitorsUses fliers, news papers, lectures, and events To be distributed at barangayNapicoUses low price and accessible health facility

4. 4Positioning to the Primary Target MarketPart 1:Steps 1 to 5

5. Demographics ; ages – from birth to adulthood, male and female, regardless of civil status, living in barangayNapico and other neighboring town Life style : regular employees, sales clerks, OFW, factory workers, class BCDBehavior- needs an affordable health care system, accessible, easy term payment, complete health facilities.PRIMARY TARGET MARKET IS

6. 2. My PTMs, Needs, wants, expectations.Needs – every member of the family needs check up only if with illness. Wants - they want an accessible hospital which offers low consultation, fast release of laboratory results. Expectation – they expect the hospital is one stop shop, complete laboratory service, recovery from their illness with less expenses possible.

7. I want to provide my family accessibleHealth care facilitiesI want my family to be healthy

8. 3. List of CompetitorsDirect competitors - all secondary hospitals within 5 kilometer radius, namely: St. Therese hospital, Alfonso Hospital, Immaculate Hospital. Indirect competitors – clinics, The Medical City, Mission Hospital, Pasig City General Hospital, Rizal Medical Center.

9. Variables: age of the patients, professional fees, availability of the service, availability of the specialist, HMO accreditation, philhealth accreditation. Continuation Competitors

10. 3b. Competitive Position MapAvailability of the serviceAvailability of specialistPrice of the ancillary serviceProfessional feesAccessibility of the hospital

11. Positional MapPrice vs. service CLINICSTMCVRPHolylife hospitalMission hospital

12. Holylife positioning is shown in this map

13. 4. Identify the gap between customers and competitionHolylife Hospital is a primary hospital which offers complete primary health care service within reach of the target market which is barangayNapico. The gap between the patients is the location of the competitors, price of the service

14. Continuation gap between costumers and competitionLocation of the competitorsPrice of hospitalization which includes PF, lodging, and other servicesOffers service to class BCD group of community

15. 5a. Estimate the market size using competitor dataConsultation Fee ER. Tertiary hospital (Private)A . 450.00 pesos adult ( 20/day) 3Million/year2. Consultation Fee ER. Secondary hospital A. 350 pesos adult (20/day) 2.3 Million/ year 3. A total of 48,000 population barangay NAPICO

16. 5. Market Size a total 48,000 population lives in barangay NAPICO.

17. 17 The Marketing Mix StrategyPart 2:Steps 6 to 10

18. 6a. Photos of different hospital competitors Clinic

19. 6b. Product DescriptionHolylife Hospital is a two story building, 2 ER beds, 8 beds capacity primary hospital, duly accredited by DOH, a member of PHA soon 2011 Philhealth accredited.4 internist2 pulmonogist, 1 cardiologist, 2 surgeons, 4 pediatricians, 2 OB gyne,

20. Continuation product description2 ophthalmologist1 cosmetic surgeonLevel 2 Laboratory, 300 MA X ray, minor OR, DR.

21. 7. Price

22. 8a. PromoAdvertising use fliers, posters, brochures. Sales Promotions discount on laboratory procedurePublic Relations lectures at the barangay levelDirect Marketing person to personPersonal Selling give samples to patients.

23. 8a. PromoSamples

24. Continuation promoHolylife Hospital : advertisements, sales discount in services, person to person, lectures at barangay hall, telecommunication, news paper, fliers, posters, stickers posted on side of the tricycle.

25. 8b. Competitor’s promo Tertiary Hospital : advertisements, news papers, fliers, HMO, TV, posters, lectures, and websites. Secondary Hospital : advertisements, news papers, fliers, posters, HMO, lectures, and websites.

26. 8c Competitor’s promo TV ads, fliers, poster located along the side streets, sales promo, postgraduate study(tertiary), websites.

27. 9. Location of the hospitalPresident Quezon st,Life Homes subd, Barangay Rosario, Pasig City.With its close vicinity from the barangay, the hospital is located along the main exit of the subdivision’s main road.

28. 10. Winning StrategyHolylife Hospital main strategy is to dominate the health care system of the entire barangay NAPICO.Competitive price of servicesLocation of the hospital, accessibilityExcellent, completeness of the ancillary services, comfort, approachable consultant and specialist.

29. 29SUMMARYTen steps marketing plan(Holylife Hospital)

30. 5 Steps for Part 1(PTM and positioning)Barangay NAPICO(PTM)Health care system (NWE)Primary and secondary Hospitals, private clinics (competitors)Accessability, affordability (gap)48,000 population, Class BCD (3Cs)

31. 5 Steps for Part 2(Marketing Mix & Strategy)Holylife Hospital20% lower priceUses advertisements, lectures, person to person, sales promo Located at the main exit of the subdivisionUses low cost of health service

32. 3210 STEP Marketing Plan for (HOLYLIFE HOSPITAL)JESUS B. ACANTILADO,MD, DPPSJUNE 19,2010