10 step marketing (markman)final (narciso atienza)

http://narcisoatienzamd.blogspot.com/

The Legazpi Eye Center

Narciso F. Atienza, Jr. MDJune 18, 2010


1. Target market: Region V (Bicol Region) comprising the provinces of Camarines Norte, Camarines Sur, Albay, Sorsogon, Catanduanes, and Masbate

2. Needs: Competent and compassionate eye health care at par or better with world standards.


3. Competitors: Manila based ophthalmologists, individually practicing ophthalmologist, practicing EENTs

4. Opportunity: The center offers all subspecialty services in ophthalmology with competent, subspecialty trained board certified ophthalmology.

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5. Market: Entire population of Region V. Neighboring provinces (Quezon, Samar) estimated population 6M

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6. Complete ophthalmic and optical facilities in the Bicol Region at par with facilities in NCR

7. Priced competitively against local and NCR based ophthalmic practices with premium services available.

8. Referral system/word of mouth. Online presence

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9. Legazpi City, Albay. Naga City, Camarines Sur. All doctors also have clinics in major hospitals in Manila.

Cardinal Santos Medical CenterSt. Lukes Medical CenterUST Hospital

10. Offers the most complete eye care services and facilities in the Bicol Region with excellent referral base in Manila

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1. Target Market

Encompasses entire population of region V, irregardless of sex, age, education or economic standing.

Includes part of the population of Southern Quezon, and Northern Samar.

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2. Target Market

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1. Target Market

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1. Target market

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2. NWE

Basic optometric services

Basic general ophthalmic care forMedical and Surgical Ophthalmic diseases

Locally based complete ophthalmic care

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2. NWE

Subspecialty consultation/surgery forGlaucoma External EyeRetina/Vitreous Refractive SurgeryOphthalmic Plastic PediatricUveitis Low VisionOcular Oncology

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2. NWE

Competent, compassionate eye care

At par or better than world standards

Affordable

Convenience in location

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2. NWE

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Healthy Vision

Independence to do anything

Still a productive member of the family/society

Unhindered activities with family

Can go around the house


3. Competitors

NCR based ophthalmologists. Group practice, individual practice in large medical centers.- Perception that NCR based ophthalmologists are better equipped and better trained than the local practice.- Relatives in NCR who pays for healthcare.

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3. Competitors

Locally based ophthalmologist.

- Geographical location. (?) Price. “Hakot” “sweepers”.

- Local perception that all eye doctors are the same.

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3. Competitive position Map

1. Familiarity v.s. Competency perception.

2. Extent of service v.s. Geography.

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Price/ Age Matrix

A B C D E

High price

Low Price

Price vs. Society Index

3. LEC has sizeable market share in upper class segments

Manila based practices

LEC

Bicol based local practice


4. Gap between customers and competition

Legazpi Eye Center is the only ophthalmology based group practice in the Bicol Region.

The only Eye Center which has a complete line of basic to advanced ophthalmic products and services

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Team approach in Ophthalmic Health care ensures timely and right diagnosis with minimal room for error. (Subspecialty referrals)

Offers the same subspecialty services in NCR for the same quality but with a lower price.

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5. Market size

Population - 5,109,798 (2007 NSO)- estimated growth rate of 1.3 % per annum - 5,293,751 (estimated population by 2010)

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5. Market size

Low vision perspective- Low vision/blindness – 1.4% (WHO), 1% South East Asia.- 52,938 people with low vision.

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5. Market size

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5. Market size

• Cataract – 30,704 patients• Glaucoma – 7,411 patients• Diabetes – 2,646 patients

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5. Market size

• Cataract – 30,704 patients• PHIC coverage – 86% (SONA – PGMA)• 26,405 patients with PHIC coverage• Possible market for income - Php

211,240,000 for unilateral cataract surgery. 2x if bilateral surgery done at 3 months apart.

• Php 422,480,000

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• Represents PHIC benefits alone and not those who avail of premium IOLs.

• Costs between 12,000 to 25,000 Php

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5. Market size

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5. Market size

• Glaucoma -7,411 patients• Annual spending of a glaucoma patient

on medications and with regular follow-up (perimetry and OCT) – 20,000

• Possible income from glaucoma market if fully utilized

• 148,220,000 Php

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6. Products

4 examination roomsHaag-Streit BQ900 Slitlamp and tonometerZeiss SL-30 SlitlampTopcon 8D Slitlamp2 Heine Omega 180 Indirect Ophthalmoscopes2 Keeler Vantage Indirect Ophthalmoscopes

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DiagnosticTopcon 580DX FA/ICG systemOptovue OCTHaag Streit Octopus PerimeterZeiss Humprey Perimeter2 Storz A-Scan1 Alcon A-scan1 Sonomed A-scan

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Laser facilitiesNidex Combination 532nm/YAG Laser systemOpto 810 nm Slitlamp, Indirect, Trans-scleral diode systemIridex 532 nm Endolaser SystemVitra Solid State Green Photo-coagulatorAlcon YAG laser

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OR FACILITIES• Leica 844 Operating microscope• Leica 841 Operating microscope• Bausch and Lomb Millenium with MVE

(Millenium Vitrectomy Enchancer)• Alcon Accurus 800 CS• Alcon Infinity Surgical System

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7. Pricing

The Legazpi Eye Center is priced competitively, giving premium service with premium materials at a price that is well afforded.

We are priced 50 – 60% lower than most fees in Manila.

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• Cataract pricing – Phaco IOL

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Center/Price/IOL

LEC BEC Average price/Manila

Alcon EQ aspheric IOL

25,000 Not offered 50,000 – 60,000

Alcon Acrysoft IOL

20,000 Not offered 30,000- 50,000

Bausch and Lomb Crystallens

100,000 Not offered 125,000 – 150,000

Regular PMMA lenses

12,000 – 15,000

5,000 – 15,000 (donated IOLs

20,000 – 30,000


8. Promotion

Marketing campaign has been thru referral system and word of mouth.

Optical shop gives discount on loyal customers.

Discounts are given on medicines for loyal customers (10-15% on top of senior citizens discounts)

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• Credit card facilities available

• Installment on some items are allowed for loyal customers

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8. Promotion

Website access / Internet presence

Online inquiries thru website emails.

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9. Availability

Legazpi Eye CenterMetro Pacific Mall complex, Legazpi City Albay

Bicol Health Access Centrum (Access Vision)Naga City, Camarines Sur

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10. Winning Strategy

At par with world standards, affordable eye care facilities available in the Bicol Region

Encompasses all the subspecialties in Ophthalmology

Compassionate and competent Eye MDs

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1. Target market: Region V (Bicol Region) comprising the provinces of Camarines Norte, Camarines Sur, Albay, Sorsogon, Catanduanes, and Masbate

2. Needs: Competent and compassionate eye health care at par or better with world standards.


3. Competitors: Manila based ophthalmologists, individually practicing ophthalmologist, practicing EENTs

4. Opportunity: The center offers all subspecialty services in ophthalmology with competent, subspecialty trained board certified ophthalmology.

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5. Market: Entire population of Region V. Neighboring provinces (Quezon, Samar) estimated population 6M

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6. Complete ophthalmic and optical facilities in the Bicol Region at par with facilities in NCR

7. Priced competitively against local and NCR based ophthalmic practices with premium services available.

8. Referral system/word of mouth. Online presence

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9. Legazpi City, Albay. Naga City, Camarines Sur. All doctors also have clinics in major hospitals in Manila.

Cardinal Santos Medical CenterSt. Lukes Medical CenterUST Hospital

10. Offers the most complete eye care services and facilities in the Bicol Region with excellent referral base in Manila

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The Legazpi Eye Center

Narciso F. Atienza, Jr. MDJune 18, 2010

10 step marketing (markman)final (narciso atienza)

Health & Medicine

Transcript of 10 step marketing (markman)final (narciso atienza)