10 step marketing plan tasha tan
-
Upload
tasha-tan -
Category
Health & Medicine
-
view
472 -
download
2
Transcript of 10 step marketing plan tasha tan
10 Step Marketing Plan for The Medical City’s Pediatrics Community Services
Tasha TanNovember 2010
The Medical City’s Pediatrics Community Services Primary Target Market are
Parents with children aged 18 and below who are residents of Ilugin, Pasig City
Social Class C and DLifestyle: Blue collar workers,
unemployed, self-employed with small businesses
Behavior: Good health seeking behavior, desires empowerment through knowledge, wants the best for their family members, willing to make a change
Need, Wants and Expectations
I am entitled to quality medical care which is a
basic need.
I am the best I can be when I keep my family and community safe from
diseases.
I play a role in the health of my community.
Holding office in the organization is a status
symbol.
Direct CompetitorsBaranggay Health CentersCaritas Charity Clinic and other
Charity ClinicsPasig City General Hospital and
other hospitals within the Surrounding Area
Indirect CompetirorsSelf medicationConsult with neighbor (who is of coure
not a doctor)Hilot, Albularyo and other forms of
traditional medicine
VariablesPrice Available Services
Poor Service Basic Services
Advanced Services
Low Cost
High Cost
Albularyo, Self –
Medicatiion
PCGH and surrounding
hospitals
Baranggay health center, TMC Pediatric
Services, Charity Clinic
Positioning is shown in this Competitive Map
TMC Charity Clinic
Baranggay Health Center
PCGH Traditional Medicine
Provides medical care
Community Involvement
Tailorfit Programs to families
Low cost
Advanced screening and treatment options
Patient Education
TMC’s Position and Edge Over Others
TMC is the only institution with Family
Medicine Specialists who tailor fit programs to each index family’s needs through family meetings
AffordableOffers a Position in the Organization that can
be seen as position of power and prestigeOffers basic medical services by a team of
health care professionals led by pediatricians
Seeks to involve and empower the community through patient education
Estimated market size
TMC Pediatric Services is a non-profit and non stock organization
No proceeds are made through its operationsOperates once a week and sees 40 to 50
pediatric patientsOffers Daily Patient Education sessions and
home visits for enrolled patients and their families 5 days a week
Total number of enrolled families: 100Total numbers of families residing in Ilugin: 400 Total Market share of 25%
Consumer data
Medical Consult:
70 million Filipinos seek consult at a Free Clinic once a month.
Assuming we charge P5 per consult 60 M x P5 X 12 = P 360 M
Profits are of course made through the cost saved through disease prevention and early treatment
The Medical City Pediatric Community Services
Family Meetings
Patient Education Medical Consult in the Community
Referral System t o the Main TMC
The Medical City Pediatric Community Services: The Competitors
Product DescriptionThe Medical City Pediatric Community
Services not only seeks to promote better health through patient consultations◦ Involvement of family through family meetings◦Patient education sessions◦Day care center to allow greater participation of
mothers in activities ◦Referral system for cases that need certain
specializationsIt’s seeks to transform health from a
commodity into a way of lifePatients have stakes in their lives as such
they are treated as partners
PriceThe best thing about our
product?◦It’s absolutely free◦It only requires your attention, time
and a little extra effort for walking to our facility!
PromotionAdvertisements: Through Posters,
Flyers, Announcements from Baranggay Hall, Barangay Newsletter
Public Relations: Corporate Social Responsibility, Partnership with similar charity organizations and even the barangay health center
Marketing: Solicit and gather more sponsors! More aggressive recruitment of families
Competitor promo
Competitor Promo
PlaceThe Medical City Pediatric
Community Service is available in Ilugin Pasig City◦Plans for expansion and acquiring of
more communities in the Pasig City area
◦Plans for including areas with nearby satellite Medical City affiliated branches
Generic winning strategy?
The Medical City Pediatric Community Services
◦Seeks to provide low Cost but Quality Basic Pediatric Services
◦Differentiation through offering family medicine services and patient education
◦Accessibility to Ilugin Residents◦Community Involvement and patient
empowerment through treating them as partners
SUMMARY
20
5 Steps for Part 1 (PTM and Positioning)
1. PTM are Class C and D parents of children younger than 18 in Ilugin, Pasig City
2. Who want to secure quality health care for their family and be a driver of change in their community’s health status
3. Can choose Pasig City General Hospital, Traditional medicine, Self-Medication, Charity Clinics and Barangay Health Center
4. Gap is all other brands focus simply providing health care
5. The market size is P 360 million and 400 families in Ilugin. TMC niche is 2,400 OPD patients and 100 enrolled families
5 Steps for Part 2(Marketing Mix & Strategy)6. The Medical City Pediatrics
Community Services7. Is 100% free of charge8. Uses partnerships, flyers,
posters, announcements9. It is well known and distributed
within Ilugin10. Creates patient partners to win!