Marketing plan for cancer hospital,

1. MARKETING PLAN
Sir Muhammad Jiyad Shaikh
Rashid Khan Jadoon
Presented to:
Presented by:
Institute of Health , Business Management & Social Sciences
Jinnah Sindh Medical University Karachi
Emba-Batch3 2017

2. Cancer
Institute
MARKETING PLAN
CANCER INSTITUTE

3. Cancer
Institute
Executive
Summary
MARKETING PLAN
CANCER INSTITUTE

4. Cancer
Institute
SWOT
Analysis
Executive
Summary
MARKETING PLAN
CANCER INSTITUTE

5. Cancer
Institute
SWOT
Analysis
Executive
Summary
MARKETING PLAN
CANCER INSTITUTE
Marketing
MIX

6. Cancer
Institute
SWOT
Analysis
Executive
Summary
MARKETING PLAN
CANCER INSTITUTE
Marketing
MIX
Market
Segmentation

7. Cancer
Institute
SWOT
Analysis
Executive
Summary
MARKETING PLAN
CANCER INSTITUTE
Marketing
MIX
Market
Segmentation
Competitors
Analysis

8. Cancer
Institute
SWOT
Analysis
Executive
Summary
MARKETING PLAN
CANCER INSTITUTE
Marketing
MIX
Market
Segmentation
Competitors
Analysis
Projection

9. Executive
Summary
With the grace of God Cancer Institute (CI) is serving the nation with best of its
facilities like in/out door patient care, ICU, OT, X-ray, Ultrasound, EEG, EMG,
laboratory, Multi-slice CT Scanner, MRI Open and high strength MRI 1.5T. With the
sprit of serving the nation with most advanced medical technology diagnostic and
therapeutic, management of CI is pleased to announce a step forward that for the
first time in the history of Pakistan. God has blessed another shining star on the
crown of Cancer institute “Stereotactic Radiosurgery” comprises on
combination of “Leksell Gamma Knife” and “Synergy-S” offers which
Stereotactic Radiosurgery treatment for dedicated Intra-cranial Brain and extra
cranial whole body applications. This center of excellence In sha Allah will treat full
range of brains and whole body indications like Neoplastic, vascular etc and drive
vital research in new treatment techniques with help of state of art diagnostic add
like 1.5T strength MRI and CT Scan.

10. SWOT
Analysis
Strengths
• Center of city (Easy to
access)
• Highly precise
technology.
• All Cancer treatment
under one roof

11. SWOT
Analysis
Strengths
• Center of city (Easy to
access)
• Highly precise technology.
• All Cancer treatment under
one roof
Opportunities
• Top Cancer facilities
provider in world wide.
• Get some more
advance technologies.

12. SWOT
Analysis
Strengths
• Center of city (Easy to
access)
• Highly precise technology.
• All Cancer treatment under
one roof
Opportunities
• Top Cancer facilities
provider in world wide.
• Get some more
advance technologies.
Weaknesses
• Very costly.
• Competitors have low
technology with low pricing.
• Not done sufficient marketing

13. SWOT
Analysis
Strengths
• Center of city (Easy to
access)
• Highly precise technology.
• All Cancer treatment
under one roof
Opportunities
• Top Cancer facilities
provider in world wide.
• Get some more
advance technologies.
Weaknesses
• Very costly treatment.
• New in market.
• Experience competitors.
Threads
• Political issues in located area.
• Retention of key staff critical.
• Competitors have low
technology with low pricing.
• Not done sufficient marketing as
compare to competitors.

14. Marketing
MIX
Pricing
• Price is high as compare to
local hospital but compare
as a technology its very low
i:e Singapore charge Pkr
2.8 million and in Pakistan
we charge 0.4 million only.
Product
• Gamma knife and
Synery-S are only
cancer treatment tools
in whole Pakistan as
well as in south Asia.
Place
• Heart of the
City.(Saddar)
• Easy to access from
whole city.
Promotion
• Promotion through news
papers.
• Banner at deferent road side
of city.
• Cross promotion with Banks.

15. Market
Segmentation Customer
Type
Behavioral
Segmentation
Buyer
Behavior
Geographic
Segmentation
Demographic
Segmentation
Psychographic
Segmentation

16. Competitors
Analysis
• The Aga Khan University Hospital, Karachi.
• Shaukat Khanum Memorial Cancer Hospital & Research Centre.
• Atomic Energy Medical Centre (AEMC), Karachi.
• Karachi Institute of Radiotherapy and Nuclear Medicine (KIRAN), Karachi.
• Cyber Knife Radiation Center, JPMC, Karachi

17. Projection
0
10
20
30
40
50
60
70
May-17 Jun-17 Jul-17
Through Marketing
Walking Patient