10 Step Marketing Plan for Shimmian Manila Surgicenter

John Francis Lee HokJan 2011

This powerpoint was made as an academic exercise and a requirement for the author’s Marketing Class

The author has no link with Shimmian Surgicenter, Belo Medical Group

Some data are based on estimates and speculation and are not to be quoted or misrepresented

Disclaimer

1. Target Market: people who want to have a nose lift

2. Needs, wants, expectations: to be beautiful

3. Choice: can go to other competitors (Belo, The Medical City, Calayan), can opt to undergo traditional noselift

4. Gap: safe, REJECTION-Free operation5. Market Size: P20 M

1st 5 steps

PTM and Positioning

6. Product: GORE-TEX noselift7. Price: 20% premium8. Promotion: print ad, e-marketing, 9. Place: Ortigas Center10. Strategy: Product Differentiation

2nd 5 steps

Marketing Mix & Strategy

Health.Care Magazine

Volume 6 Issue 5 October 2010

Advertisement

Shimmian Manila Surgicenter Ad

Goretex nose lift

Positioning to the Primary Target Market

Part 1: Step 1 to 5

Part 1: Step 1 of 5Primary Target Market

Demographics: ◦ Class AB, with disposable income for cosmetic

procedure (nose lift)◦ Wants to feel beautiful◦ Conscious of how they look

Shimmian targets people who wants to be beautiful…

So that they can do more in life

So that they can do more in life

But still gives them esteem and pleasure

Part 1: Step 2 of 5Needs, Wants, Expectations

Need: Safety: safe surgeryEsteem needs: want to feel beautiful

Actualization needs: so that they can bring out the best in them

Want: fast and safe procedure

Expectation: value for money, good service

Needs, Wants, Expectations

Part 1: Step 3of 5Competitors

Hospital Based: The Medical City Wellness and Aesthetic Center,

Stand-alone: Belo, Calayan

Variables: Price, package, location, Material

Shimmian has many established competitors

Shimmian The Medical City

Belo

Price High High High

Material used GoreTex Bone GraftSilicone

Silicone

Safety high high Relatively safe

Rejection none Some some

Limitation No limitation in physical activities

Must avoid contact sports

Must avoid contact sports

Location Ortigas Ortigas Greenhills

Shimmian is innovating rhinoplasty

Part 1: Step 4 of 5Gap

First Center to offer facial cosmetic harmony and GoreTex nose lift

Moving away form cartilage grafts and silicone gradts

Market needs a rejection-free implant

Shimmian bridges the gap between innovation and safety

Part 1: Step 5 of 5Market Size

Not written in the advertisement

Research: 30 patients/ month X P70,000 per rhinoplasty= P2.1M /month X12 months= P 25 M

Based on projections, Shimmian has a P25 M market

The Marketing Mix Strategy

Part 2: Step 6-10

Part 2: Step 6 of 10Product

Gore-Tex Nose Lift

•Safe•REJECTION FREE•Natural Looking

Gore-Tex Nose Implant

Gore-Tex CompetitorCartilage implant Silicone

MedPore implant

We offer Gore-tex Nose lift, a safe, rejection-free, natural looking rhinoplasty

Other services:

Shimmian is a advanced reconstructive Rhinoplasty in the Philippines

Scarless double eyebrowBrow liftParanasal augmentationChin liftFace liftNeck liftCheek augmentation

Mandibular contouringFat transferBreast augmentation/reductionBreast liftLiposuctionTummy tuckButt enhancementBotoxAptos threadSilklight laser treatment

Part 2: Step 7 of 10Price

◦ Not written in print ad◦ Estimated to be 20% premium

◦ Research: Shimmian Medical Tourism Package

$3000-$15,000 inclusive of cosmetic procedure, hotel stay and trasfer, trip to a Philippine resort

20% premium

Part 2: Step 8 of 10Promotion

Print Ads E-merketing

◦ Website◦ Blogs◦ facebook

Shimmian Promotions

Shimmian Website

Shimmian Print Ad

Competitor’s promo: Belo

Competitor’s promo: The Medical City

Part 2: Step 9 of 10Place

Medical Plaza Ortigas, San Miguel Avenue, Ortigas Center

accessible to residents of San Juan, Quezon City, and Ortigas Pasig area

Shimmian is strategically located at Ortigas Center

Shimmian

Part 2: Step 10 of 10Wining Strategy

Shimmian innovated on rhinoplasty by being the 1st to offer Gore-tex nose implants

Which is safe, rejection free, and natural looking

Without limitation in physical activities after surgery

Product Differentiation

Summary

1. Target Market: people who want to have a nose lift

2. Needs, wants, expectations: to be beautiful

3. Choice: can go to other competitors (Belo, The Medical City, Calayan), can opt to undergo traditional noselift

4. Gap: safe, REJECTION-Free operation5. Market Size: P20 M

1st 5 steps

PTM and Positioning

6. Product: GORE-TEX noselift7. Price: 20% premium8. Promotion: print ad, e-marketing, 9. Place: Ortigas Center10. Strategy: Product Differentiation

2nd 5 steps

Marketing Mix & Strategy

10 Step Marketing Plan for Shimmian Manila Surgicenter

John Francis Lee HokJan 2011