1. The primary target market is 55-80 year old, low income Filipinos in rural Zamboanga del Sur and Misamis Occidental who have vision problems.
2. Their needs are for overall health and optimal functioning, while the opportunity lies in the lack of accessible eye care centers in the area.
3. The marketing mix includes offering affordable eye exams and cataract surgery, with prices as low as 5,000 PHP through partnerships with PhilHealth and charities.
Brand Differentiation in the Pharmaceutical Industry: Interview with: Robert Finkel, Principal & Chief Creative Officer, Kane & Finkel Healthcare Communications, a sponsor company at the marcus evans PharmaBrand Summit 2012, on differentiating brands in the highly restricted pharmaceuticals industry.
The differentiation pharma needs in marketing in the advanced markets, Rob Ha...A.R.J. (Rob) Halkes
What differentiation in market approach must pharma be able to do in advanced markets.
How to perform them?
What changes to business?
Rob Halkes, October 2009.
Career Options for Pharmacists in the Industry (Singapore)yk png
The presentation is intended as an overview for pre-registration pharmacists and newly graduated pharmacists who wish to know the options available for pharmacists in the Industry.
Hospital Marketing - Messaging Trends- new era of branding and marketing acti...connectingdots
Emergence of medical marketing consultants, MBA courses in hospital management, the beginning of regular advertising campaigns are all heralding a new era of branding and marketing activities from the hospitals themselves.
In this article we aim to explore some of the ‘claims, RTBs (reasons to believe) that hospitals are using in their adverts to market themselves.
Brand Differentiation in the Pharmaceutical Industry: Interview with: Robert Finkel, Principal & Chief Creative Officer, Kane & Finkel Healthcare Communications, a sponsor company at the marcus evans PharmaBrand Summit 2012, on differentiating brands in the highly restricted pharmaceuticals industry.
The differentiation pharma needs in marketing in the advanced markets, Rob Ha...A.R.J. (Rob) Halkes
What differentiation in market approach must pharma be able to do in advanced markets.
How to perform them?
What changes to business?
Rob Halkes, October 2009.
Career Options for Pharmacists in the Industry (Singapore)yk png
The presentation is intended as an overview for pre-registration pharmacists and newly graduated pharmacists who wish to know the options available for pharmacists in the Industry.
Hospital Marketing - Messaging Trends- new era of branding and marketing acti...connectingdots
Emergence of medical marketing consultants, MBA courses in hospital management, the beginning of regular advertising campaigns are all heralding a new era of branding and marketing activities from the hospitals themselves.
In this article we aim to explore some of the ‘claims, RTBs (reasons to believe) that hospitals are using in their adverts to market themselves.
Building your life sciences business in Europe, North America and Internationally
The Solution
Bridgehead provides a coordinated, professionally managed strategy to retain value, whilst minimising risk. Bridgehead is the only Boston, London and Zug based group providing an integrated healthcare solution for launch into European and US markets. Bridgehead coordinates proven, experienced, Professional service providers, who have US and European experience in all of the essential launch and support components.
A successful generic product starts with understanding consumer needs and brand value. On November 4-7 in Singapore, IBC will host the 9th Annual Generics Asia 2014, Asia’s longest running Generics conference, to help you and your organization understand how to incorporate marketing and partnership into your business strategy.
The key topics to be covered at the event include:
Regulatory Update and Accelerating Access to New market
o A panel of experts from Philippines Chamber of Pharmaceutical Industry, Actavis, Hovid and Pfizer
Building Brand Awareness and Delivering New Products with a Cost Effective Strategy
o Allan Marx Ancheta, Director Business Development and Strategy, Commercial Innovation and Alliance, Merck
Managing Sale Force Effectiveness and Innovative Channels for Generics Products
o Marvin Biliwang, Commercial Effectiveness Director, Takeda Pharmaceuticals
Establishing Partnerships to Add Value and Build Market Share
o Philip Cox, President Director, PT Takeda Indonesia
Innovative Models and Super Generics for Prolonging Product Life Cycles
o Dr. Shirish Kulkarni, Senior Vice President, Formulation Development, Sun Pharmaceutical
Bowen Family Theory and Therapy1.Consider Bowen’s notion that pe.docxjackiewalcutt
Bowen Family Theory and Therapy
1.Consider Bowen’s notion that people seek out partners with identical levels of differentiation of self. Do you think this is true? Why might people marry partners at similar levels of differentiation? According to Bowen, Why would a mismatch fail?
Bowen Family Theory and Therapy
2.You should have completed or may be in the process of completing your Genogram, however, please discuss either Multigenerational Transmission Process, Emotional Cutoff, Sibling Position or Societal Emotional Process as it pertains to you and your family. Provide examples.
Assignment Objectives for Unit 5:
STRATEGIC MARKETING PLAN
INTRODUCTION
This assignment entails development of a comprehensive strategic marketing plan for a new product or service that is ready to “go to market”. A Project Template is provided that allows you to organize your work in increments and see how the sections come together to produce a comprehensive plan.
PRODUCT/SERVICE
This assignment requires application of concepts learned to build a strategic marketing plan for a new product or service that is ready to “go to market”. You will not be allowed to mimic plans or ideas from larger or already "in-place" campaigns. You must develop the business concept in its entirety.
· Describe the new product or service.
· Discuss the qualities that make this product/service new to the marketplace and the rationale for your decision to pursue the concept. Be sure to pick a product or service that is ready to market. If you are developing a new product, assume that the development phase is over and you are ready to launch the product into the marketplace.
OBJECTIVES/MISSION STATEMENT
Create a Mission Statement. State your short-term MARKETING objectives (one year). Assume that the product/service is ready to launch at the beginning of the year (planning and testing have been completed).
· Marketing objectives include goals for sales, profits, market share (as examples)
· Objectives need to be quantifiable. Use the SMART acronym—simple, measurable, achievable, relevant, and time-specific—in formulating your objectives. An objective with a 100% goal is not acceptable
TARGET MARKET
Identify your target market. Provide a specific demographic profile and rationale for this decision. Another source that may help you: The US Census Bureau's American Fact Finder. Consider the size of the market and its purchasing power. Research is required to back-up your selection and to provide statistics to show that it is a viable market.
COMPETITION
Analyze your competition. Who are they? Who are the biggest players? How large is the market? What are the trends/forecasts in the industry? How does your product/service fit in? Business Source Complete in the Library is a good tool for this section; it may be accessed under Find Articles & eBooks.
PRODUCT/SERVICE FEATURES
Provide a brief overview of the product or service.
· State the features of your product/service. Show how it's innov.
Building your life sciences business in Europe, North America and Internationally
The Solution
Bridgehead provides a coordinated, professionally managed strategy to retain value, whilst minimising risk. Bridgehead is the only Boston, London and Zug based group providing an integrated healthcare solution for launch into European and US markets. Bridgehead coordinates proven, experienced, Professional service providers, who have US and European experience in all of the essential launch and support components.
A successful generic product starts with understanding consumer needs and brand value. On November 4-7 in Singapore, IBC will host the 9th Annual Generics Asia 2014, Asia’s longest running Generics conference, to help you and your organization understand how to incorporate marketing and partnership into your business strategy.
The key topics to be covered at the event include:
Regulatory Update and Accelerating Access to New market
o A panel of experts from Philippines Chamber of Pharmaceutical Industry, Actavis, Hovid and Pfizer
Building Brand Awareness and Delivering New Products with a Cost Effective Strategy
o Allan Marx Ancheta, Director Business Development and Strategy, Commercial Innovation and Alliance, Merck
Managing Sale Force Effectiveness and Innovative Channels for Generics Products
o Marvin Biliwang, Commercial Effectiveness Director, Takeda Pharmaceuticals
Establishing Partnerships to Add Value and Build Market Share
o Philip Cox, President Director, PT Takeda Indonesia
Innovative Models and Super Generics for Prolonging Product Life Cycles
o Dr. Shirish Kulkarni, Senior Vice President, Formulation Development, Sun Pharmaceutical
Bowen Family Theory and Therapy1.Consider Bowen’s notion that pe.docxjackiewalcutt
Bowen Family Theory and Therapy
1.Consider Bowen’s notion that people seek out partners with identical levels of differentiation of self. Do you think this is true? Why might people marry partners at similar levels of differentiation? According to Bowen, Why would a mismatch fail?
Bowen Family Theory and Therapy
2.You should have completed or may be in the process of completing your Genogram, however, please discuss either Multigenerational Transmission Process, Emotional Cutoff, Sibling Position or Societal Emotional Process as it pertains to you and your family. Provide examples.
Assignment Objectives for Unit 5:
STRATEGIC MARKETING PLAN
INTRODUCTION
This assignment entails development of a comprehensive strategic marketing plan for a new product or service that is ready to “go to market”. A Project Template is provided that allows you to organize your work in increments and see how the sections come together to produce a comprehensive plan.
PRODUCT/SERVICE
This assignment requires application of concepts learned to build a strategic marketing plan for a new product or service that is ready to “go to market”. You will not be allowed to mimic plans or ideas from larger or already "in-place" campaigns. You must develop the business concept in its entirety.
· Describe the new product or service.
· Discuss the qualities that make this product/service new to the marketplace and the rationale for your decision to pursue the concept. Be sure to pick a product or service that is ready to market. If you are developing a new product, assume that the development phase is over and you are ready to launch the product into the marketplace.
OBJECTIVES/MISSION STATEMENT
Create a Mission Statement. State your short-term MARKETING objectives (one year). Assume that the product/service is ready to launch at the beginning of the year (planning and testing have been completed).
· Marketing objectives include goals for sales, profits, market share (as examples)
· Objectives need to be quantifiable. Use the SMART acronym—simple, measurable, achievable, relevant, and time-specific—in formulating your objectives. An objective with a 100% goal is not acceptable
TARGET MARKET
Identify your target market. Provide a specific demographic profile and rationale for this decision. Another source that may help you: The US Census Bureau's American Fact Finder. Consider the size of the market and its purchasing power. Research is required to back-up your selection and to provide statistics to show that it is a viable market.
COMPETITION
Analyze your competition. Who are they? Who are the biggest players? How large is the market? What are the trends/forecasts in the industry? How does your product/service fit in? Business Source Complete in the Library is a good tool for this section; it may be accessed under Find Articles & eBooks.
PRODUCT/SERVICE FEATURES
Provide a brief overview of the product or service.
· State the features of your product/service. Show how it's innov.
Presentation to HIMSS Summit of the Southeast 09.17.14Michael Burcham
Presentation on Disruption | Emerging Buisness Models in Healthcare - Presented at the HIMSS Summit of the Southeast in Nashville, TN on 09.17.14. The presentation underscores the significant opportunities that exist in healthcare for entrepreneurs, investors, and strategic partners.
New Directions in Targeted Therapeutic Approaches for Older Adults With Mantl...i3 Health
i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
Associate Division Director for Ambulatory Operations
The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
Hematology/oncology fellows, attending faculty, and other health care professionals involved in the treatment of patients with mantle cell lymphoma (MCL).
Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Ve...kevinkariuki227
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
Title: Sense of Smell
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the primary categories of smells and the concept of odor blindness.
Explain the structure and location of the olfactory membrane and mucosa, including the types and roles of cells involved in olfaction.
Describe the pathway and mechanisms of olfactory signal transmission from the olfactory receptors to the brain.
Illustrate the biochemical cascade triggered by odorant binding to olfactory receptors, including the role of G-proteins and second messengers in generating an action potential.
Identify different types of olfactory disorders such as anosmia, hyposmia, hyperosmia, and dysosmia, including their potential causes.
Key Topics:
Olfactory Genes:
3% of the human genome accounts for olfactory genes.
400 genes for odorant receptors.
Olfactory Membrane:
Located in the superior part of the nasal cavity.
Medially: Folds downward along the superior septum.
Laterally: Folds over the superior turbinate and upper surface of the middle turbinate.
Total surface area: 5-10 square centimeters.
Olfactory Mucosa:
Olfactory Cells: Bipolar nerve cells derived from the CNS (100 million), with 4-25 olfactory cilia per cell.
Sustentacular Cells: Produce mucus and maintain ionic and molecular environment.
Basal Cells: Replace worn-out olfactory cells with an average lifespan of 1-2 months.
Bowman’s Gland: Secretes mucus.
Stimulation of Olfactory Cells:
Odorant dissolves in mucus and attaches to receptors on olfactory cilia.
Involves a cascade effect through G-proteins and second messengers, leading to depolarization and action potential generation in the olfactory nerve.
Quality of a Good Odorant:
Small (3-20 Carbon atoms), volatile, water-soluble, and lipid-soluble.
Facilitated by odorant-binding proteins in mucus.
Membrane Potential and Action Potential:
Resting membrane potential: -55mV.
Action potential frequency in the olfactory nerve increases with odorant strength.
Adaptation Towards the Sense of Smell:
Rapid adaptation within the first second, with further slow adaptation.
Psychological adaptation greater than receptor adaptation, involving feedback inhibition from the central nervous system.
Primary Sensations of Smell:
Camphoraceous, Musky, Floral, Pepperminty, Ethereal, Pungent, Putrid.
Odor Detection Threshold:
Examples: Hydrogen sulfide (0.0005 ppm), Methyl-mercaptan (0.002 ppm).
Some toxic substances are odorless at lethal concentrations.
Characteristics of Smell:
Odor blindness for single substances due to lack of appropriate receptor protein.
Behavioral and emotional influences of smell.
Transmission of Olfactory Signals:
From olfactory cells to glomeruli in the olfactory bulb, involving lateral inhibition.
Primitive, less old, and new olfactory systems with different path
Ethanol (CH3CH2OH), or beverage alcohol, is a two-carbon alcohol
that is rapidly distributed in the body and brain. Ethanol alters many
neurochemical systems and has rewarding and addictive properties. It
is the oldest recreational drug and likely contributes to more morbidity,
mortality, and public health costs than all illicit drugs combined. The
5th edition of the Diagnostic and Statistical Manual of Mental Disorders
(DSM-5) integrates alcohol abuse and alcohol dependence into a single
disorder called alcohol use disorder (AUD), with mild, moderate,
and severe subclassifications (American Psychiatric Association, 2013).
In the DSM-5, all types of substance abuse and dependence have been
combined into a single substance use disorder (SUD) on a continuum
from mild to severe. A diagnosis of AUD requires that at least two of
the 11 DSM-5 behaviors be present within a 12-month period (mild
AUD: 2–3 criteria; moderate AUD: 4–5 criteria; severe AUD: 6–11 criteria).
The four main behavioral effects of AUD are impaired control over
drinking, negative social consequences, risky use, and altered physiological
effects (tolerance, withdrawal). This chapter presents an overview
of the prevalence and harmful consequences of AUD in the U.S.,
the systemic nature of the disease, neurocircuitry and stages of AUD,
comorbidities, fetal alcohol spectrum disorders, genetic risk factors, and
pharmacotherapies for AUD.
Report Back from SGO 2024: What’s the Latest in Cervical Cancer?bkling
Are you curious about what’s new in cervical cancer research or unsure what the findings mean? Join Dr. Emily Ko, a gynecologic oncologist at Penn Medicine, to learn about the latest updates from the Society of Gynecologic Oncology (SGO) 2024 Annual Meeting on Women’s Cancer. Dr. Ko will discuss what the research presented at the conference means for you and answer your questions about the new developments.
micro teaching on communication m.sc nursing.pdfAnurag Sharma
Microteaching is a unique model of practice teaching. It is a viable instrument for the. desired change in the teaching behavior or the behavior potential which, in specified types of real. classroom situations, tends to facilitate the achievement of specified types of objectives.
NVBDCP.pptx Nation vector borne disease control programSapna Thakur
NVBDCP was launched in 2003-2004 . Vector-Borne Disease: Disease that results from an infection transmitted to humans and other animals by blood-feeding arthropods, such as mosquitoes, ticks, and fleas. Examples of vector-borne diseases include Dengue fever, West Nile Virus, Lyme disease, and malaria.
Ozempic: Preoperative Management of Patients on GLP-1 Receptor Agonists Saeid Safari
Preoperative Management of Patients on GLP-1 Receptor Agonists like Ozempic and Semiglutide
ASA GUIDELINE
NYSORA Guideline
2 Case Reports of Gastric Ultrasound
263778731218 Abortion Clinic /Pills In Harare ,sisternakatoto
263778731218 Abortion Clinic /Pills In Harare ,ABORTION WOMEN’S CLINIC +27730423979 IN women clinic we believe that every woman should be able to make choices in her pregnancy. Our job is to provide compassionate care, safety,affordable and confidential services. That’s why we have won the trust from all generations of women all over the world. we use non surgical method(Abortion pills) to terminate…Dr.LISA +27730423979women Clinic is committed to providing the highest quality of obstetrical and gynecological care to women of all ages. Our dedicated staff aim to treat each patient and her health concerns with compassion and respect.Our dedicated group ABORTION WOMEN’S CLINIC +27730423979 IN women clinic we believe that every woman should be able to make choices in her pregnancy. Our job is to provide compassionate care, safety,affordable and confidential services. That’s why we have won the trust from all generations of women all over the world. we use non surgical method(Abortion pills) to terminate…Dr.LISA +27730423979women Clinic is committed to providing the highest quality of obstetrical and gynecological care to women of all ages. Our dedicated staff aim to treat each patient and her health concerns with compassion and respect.Our dedicated group of receptionists, nurses, and physicians have worked together as a teamof receptionists, nurses, and physicians have worked together as a team wwww.lisywomensclinic.co.za/
Tom Selleck Health: A Comprehensive Look at the Iconic Actor’s Wellness Journeygreendigital
Tom Selleck, an enduring figure in Hollywood. has captivated audiences for decades with his rugged charm, iconic moustache. and memorable roles in television and film. From his breakout role as Thomas Magnum in Magnum P.I. to his current portrayal of Frank Reagan in Blue Bloods. Selleck's career has spanned over 50 years. But beyond his professional achievements. fans have often been curious about Tom Selleck Health. especially as he has aged in the public eye.
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Introduction
Many have been interested in Tom Selleck health. not only because of his enduring presence on screen but also because of the challenges. and lifestyle choices he has faced and made over the years. This article delves into the various aspects of Tom Selleck health. exploring his fitness regimen, diet, mental health. and the challenges he has encountered as he ages. We'll look at how he maintains his well-being. the health issues he has faced, and his approach to ageing .
Early Life and Career
Childhood and Athletic Beginnings
Tom Selleck was born on January 29, 1945, in Detroit, Michigan, and grew up in Sherman Oaks, California. From an early age, he was involved in sports, particularly basketball. which played a significant role in his physical development. His athletic pursuits continued into college. where he attended the University of Southern California (USC) on a basketball scholarship. This early involvement in sports laid a strong foundation for his physical health and disciplined lifestyle.
Transition to Acting
Selleck's transition from an athlete to an actor came with its physical demands. His first significant role in "Magnum P.I." required him to perform various stunts and maintain a fit appearance. This role, which he played from 1980 to 1988. necessitated a rigorous fitness routine to meet the show's demands. setting the stage for his long-term commitment to health and wellness.
Fitness Regimen
Workout Routine
Tom Selleck health and fitness regimen has evolved. adapting to his changing roles and age. During his "Magnum, P.I." days. Selleck's workouts were intense and focused on building and maintaining muscle mass. His routine included weightlifting, cardiovascular exercises. and specific training for the stunts he performed on the show.
Selleck adjusted his fitness routine as he aged to suit his body's needs. Today, his workouts focus on maintaining flexibility, strength, and cardiovascular health. He incorporates low-impact exercises such as swimming, walking, and light weightlifting. This balanced approach helps him stay fit without putting undue strain on his joints and muscles.
Importance of Flexibility and Mobility
In recent years, Selleck has emphasized the importance of flexibility and mobility in his fitness regimen. Understanding the natural decline in muscle mass and joint flexibility with age. he includes stretching and yoga in his routine. These practices help prevent injuries, improve posture, and maintain mobilit
2. The 10 Step Marketing Plan
(Free Downloadable Template)
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
2011 Edition
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.
4. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer
5. 1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market
6. 6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy
7. 1. The primary target market
(PTM)*
55-80 year olds, male or female, Social class
D, single or married, indigent Filipinos
Disadvantaged, impoverished Filipinos in
agricultural sector of Zamboanga del Sur and
Misamis Occidental, and surrounding areas
Those with increasing visual problems, who
would otherwise tolerate their symptoms if not
for the availability of accessible
ophthalmologic services
8. 2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
Note: There may be multiple answers for needs, wants demands. Of these answers,
underline and use bold font for the best answers. See examples that follow
9. Describe your PTM needs
9
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
10. 2. PTM’s needs, wants &
demands
Needs: list of needs from Maslow’s hierarchy that the
product meets.
Wants: what variables are used by the primary target
market to choose among several products that can
satisfy the same needs.
Demands: for the PTM to finally decide to buy the
product, what characteristics, values, benefits or
selling propositions must the product have?
** for needs, wants & demands, underline the top 1or 2
variables that are most important to the PTM
11. 3a. Direct and indirect
products that address my
PTM’s NWD
VARIABLES: Accessibility, price of
services, proximity to eye centers
12. 3b. Create 2 Positioning Maps
1st
Map: 2 x 2 Matrix showing the 2 Most Critical
Variables for Consumer choice
This 1st
Map should allow differentiation/ non-
clustering of the direct competitors
Example: Price vs. Age
Size of bubbles= represent relative market shares
of the brands
13. 2x2 competitive position map
for ophthalmologic service
Price/
Social
Class
A B C D
High
price
Low
Price
ZEC
TCGLEC
INDEYEGENT
Price vs. Social Class
Matrix
as of 2011
14. 4. Identify the gap between
customers and competition
Where is the marketing opportunity?
Many indigent seniors receive monthly pension under RA 9994
PhilHealth have scaled up their coverage of indigent members
Many of these members possess traditional health-seeking
behavior: opting to defer treatments because of lack of financial
resources
There is lacking presence of available health care centers in
Zamboanga especially with centers that can address
ophthalmologic pathologies that are PhilHealth accredited
ambulatory surgical clinic
Indigents are unable to capitalize on their pension and PhilHealth
benefits
15. 4. Identify the gap between
customers and competition
What NWDs are not being
addressed?
The need to achieve an overall sense of
wellness
The want to protect own sight
The desire to perform optimally in one’s
daily activities with no visual
disturbances
16. 4. Identify the gap between
customers and competition
What can be the unique selling
proposition for the new product
(totally new or repositioned.)
That the product be an initiative for indigent
members to change their health seeking
behavior to a proactive role.
That indigent members may utilize their pension
and PhilHealth benefits, that they have not
used because of poor availability.
17. 5a. Estimate the market size
using competitor data
There is no existing competitor that provides
ophthalmologic services with financial
assistance particularly to indigenous Filipinos
Region IX has an indigenous population of 993,232
10.3% belong to the 55 and above age group 102,302
RP prevalence of visual impairment in Region IX is at
8.8%
MARKET SIZE = ~9002 indigent, >55Y, Filipinos
18. 5b. Estimate the market size
using company data
1. Claimed market share 70%
2. Guesstimate on market share
Wide extent of distribution because of its
proximity to indigenous population
As well as having large amounts of
financial resources to help fund services
of indigent members
19. 5c. Estimate the market size
using customer data
1. Usage per day or per year
A target of 3-5 phacoemulsification
surgeries in a week
A target of 3 visual assessment
procedures in a day
20. 5. Decide on market size in
pesos, not in number of
people
1. Competitor data= 9002 Filipinos x
1000/procedure = 9,002,000
2. Company data = 70%
3. Customer Usage data = 60,000 x 48
weeks = 2,880,000
21. 6a. Photo of product category
INDEYEGENT
EYE SOLUTIONS
22. 6a. Show how product looks
vs. competition
Product shot 1
of direct competitors
Product shot 2
of indirect competitors
INDEYEGENT
EYE SOLUTIONS
23. 6b. Product Description
The product is centered on
comprehensive ophthalmologic services
that include:
Vision screening/visual acuity testing
Diabetic screening
Glaucoma screening
Retinopathy of prematurity screening
Overall eye health checkup
Glaucoma
IOP monitoring
Gonioscopy
Visual field testing
Trabeculectomy
Peripheral iridectomy
Ahmed valve insertion
Phacoemulsification with Mono and
Multifocal IOL
26. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
1
2
3
27. 8a. Your products
Promotions
Since the PTM includes Class D, we cannot
rely on mass marketing via web platforms
since most of these consumers have
limited access to the Internet.
Mass marketing through sales promotion and
flyer distribution would be more
appropriate for this particular PTM.
28. 8a. Your products
Promotions
Personal marketing through word of mouth
will also be strongly utilized since these
consumers practice “prescription sharing”
This will also help shape consumer behavior
into one of active health-seeking behavior.
29. 8a. Samples of Promo
Samples
Flyers
INDEYEGENT
EYE SOLUTIONS
34. INDEYEGENT Center will be located along
the Ozamiz-Oroquieta National Highway
It will be located near the Misamis Occidental
Provincial Center for easier facilitation of
indigent members availing services
Likewise, it is located near agricultural areas
for easier accessibility.
9. Place
35. 10. What is the generic
winning strategy?
Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)
Low Cost Producer
Supply and Distribution Leverage
Differentiation
Niche
37. 55-80 year olds, male or female, Social
class D, single or married, indigent
Filipinos
NWD For overall health, optimal daily
functioning, and protection of sight
Zambo Eye Center is the nearest eye
center, but it is not a PhilHealth
accredited surgical clinic
Steps 1 to 5
INDIGENT >55Y/O FILIPINOS
38. 1. The opportunity lies in the absence of
an accessible, cost-friendly center that
provides ophthalmologic services to
Class D indigent Filipinos
2. The market is worth ~2M
Steps 1 to 5
INDIGENT >55Y/O FILIPINOS
39. 6. Offering visual assessment
ophthalmologic examination as well as
cataract surgery (phacoemulsification)
7. With deductions from PhilHealth
indigent benefits, premiums, and
charity financial assistance, indigent
members can expect to shell out ~5K
PHP
Steps 6 to 10
Summary headline of the
marketing mix & strategy
40. Promotions include sales promotion, word of
mouth and public relations
Located along the National Highway of Ozamiz
and Oroquieta, near the Misamis Occidental
Provincial Center
Utilizing a supply and distribution leverage
strategy
Steps 6 to 10
Summary headline of the
marketing mix & strategy
42. Your Assignment
Use this template to make your
marketing plan for a product or
company that will also be the topic of
your STRAMA
Follow power presentation principles