10 step marketing plan tmc dac

10 StepMarketing Plan for The Medical City: Derma and Aesthetic Center

Jose Eduardo D. LegardaNovember 30, 2010

Tuesday, November 30, 2010

Primary Target Market:Value Beauty & Aesthetics

• Demographics (13 years old and above, M/F, social class AB)

• Lifestyle (studying, working, has “made-it”)

• Behavior (what is beauty, sexy, “in”)


Need, Wants, Demand

• Individuals need to belong, raise self-esteem, self-actualization

• Individuals choose TMC: Derma and Aesthetics for its doctors, technology, security, and health

• Feel that they are PARTNERS


Competition

• Direct: St. Luke’s Dermatology and Aesthetics Center, Asian Hospital’s Cosmetic Surgery, Belo, Calayan, others

• Indirect: Beauty Products, Gyms, Spa’s

• Variables: Price, Equipment, Doctors, Availability, Security, Brand


St Luke’s

Brand vs. Equipment

Brand/ Equipment Updated Acceptable Obsolete

Popular Brand

Unknown Brand

BeloTMC Calayan

Asian

others


Brand/ Equipment Secured Acceptable

Not Secured

High Price

Low Price

St Luke’s

Price vs. Security

BeloCalayan

TMC Asian

others


Market Niche

• TMC Derma and Aesthetic Center offers patients to have an active role

• to be PARTNERS


Market Share

• The estimated market share of Belo is roughly 50%

• Calayan’s 30%

• The remaining is divided by the many smaller groups,

• ... TMC Market Share 1-3%


The Medical City

• The Medical City is a tertiary care hospital

• who’s philosophy revolves addressing the entire continuum of health needs, patient as equal, informed and empowered partner in pursuit and preservation of health

• JCI accredited


• Offers a wide range of Dermatologic and Aesthetic Services, equipped with one of the latest technology, handled and cared by a skilled team of doctors and nurses


Price

• Laser Therapy Underarm

• 1 session - Php2565

• 5 session - Php 12310

TMC priced its laser therapy based on the number of session, at 5 session it’s 70% more expensive than Belo’s. It is 50% less than Calayan’s hair removal package (not priced by # of sessions)


Promo

• As one of the services provided by The Medical City, it relies heavily on the Brand of The Medical City

• Multimedia promotions are played within hospital premises

• Power of the walking-talking advertisement: Word of Mouth


Place

• Center for Wellness and Aesthetics, 6th floor Podium Building, The Medical City.


Winning Strategy

• Niche

• Brand Image


10 StepMarketing Plan for The Medical City: Derma and Aesthetic Center

Jose Eduardo D. LegardaNovember 30, 2010


10 step marketing plan tmc dac

Health & Medicine

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