10step marketing plan

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10 STEPMarketing Plan for BTL (Bilateral Tubal Ligation) through Minilaparotomy under local anesthesia

Rudolfo C. Villarin MD.June 21, 2010

http://rcvillarin.blogspot.com

5 Steps for Part 1 (PTM and Positioning)

1. BTL a form of family planning method to plan family size

2. Women of reproductive age in the Baybay District, Laguna who want to end reproductive career

3. Can choose permanent or temporary family planning method

4. Majority of methods are temporary and non surgical

5. Market size are women mostly belonging to the CDE strata


5 Steps for Part 2(Marketing Mix & Strategy)

6. BTL through minilaparotomy under local anesthesia

7. Covered by PhilHealth, NGO’s, LGU8. Meetings, assemblies, seminars, group

discussions in ILHZ (Inter Local Health Zone), RHU (Rural Health Unit), prenatal consultations in the district hospital, broadcast

9. Available in both government and private health institutions

10. Answers unmet needshttp://rcvillarin.blogspot.com

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Positioning to the Primary Target Market

Part 1:Steps 1 to 5


1.BTL primary target market (PTM) are all female in their reproductive years

Demographics (14 – 49 years old, Female of reproductive age, CDE, regardless of marital status)

Lifestyle (Employed or Unemployed)

Behavior (Wants to plan number of children)


2. My PTM’s NWEMothers need to plan number of children

Mothers choose BTL over other methods because of…ideal, quick recovery, no long term side effects, cost effective, convenient, partner compliance, high degree of safety

Female sterilization one of the most effective form of family planning method with very small risk of failure


3a. BTL has many formidable competitors Direct: Laparotomy, Laparoscopy,

Transcervical, Transvaginal

Indirect: Fertility awareness method, Barrier Method, Fertility regulator

Variables: Convenient, Cost effective, Availability


BTL is #1 niche: Direct FP method for aged 25 to 34

FP method/ Age Matrix

15-19yrs

20-24yrs

25-29yrs

30-34yrs

35 yrs up

Direct

Indirect

Female Sterilization

Oral Contraception

Female SterilizationFemale Sterilization

Oral Contraception Oral Contraception

FP method vs. Age Matrix


BTL unique positioning is shown in this competitive map

BTL-Minilap Oral Contraceptive

IUD

ConvenientPermanentSafeCost EffectiveTraining for ProcedureNo partner compliance

Positioning vs. FP method


4. BTL positions strongly in a niche market opportunityBTL is the family planning method that

is ... permanent safe effective Recommended to all female in their

reproductive years, regardless of age, status, and parity


5. Estimate market size of BTL

Market size based on female reproductive age is 30,843.

Family planning acceptors are 13,260. Natural Family Planning (NFP) users are

1,860. Modern Family Planning (MFP) users are

11,400. Guesstimate on market share (25%) is 2,850.


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The Marketing Mix Strategy

Part 2:Steps 6 to 10


6a. BTL Direct Competitors

Minilaparotomy (Minilap)Small incision (<5 cm)Uterus manipulated to expose tubesLaparotomy (CS)Larger incision (5-10 cm)Tubes accessed through incision LaparoscopyTiny incision (1 cm)Tubes located with laparoscope

Rings (Falope/Yoon

Electrocoagulation (fulguration)

Clips (Filshie, Hulka/Wolf)


6a. BTL Indirect Competitors

THE PILL Male Condom THE PATCH THE PATCH (Ortho Evra)(Ortho Evra)

Depot Depot MedroxyprogesteronMedroxyprogesterone acetate (DMPA-SC)e acetate (DMPA-SC) IUD - Intrauterine Device (Rx)


6b. Product Description BTL is a modified and simplified version

of conventional laparotomy Prevents union of sperm with egg Permanent Done for both post partum and interval

tubal occlusion Equipment and local anesthesia is

simple, inexpensive, easily maintainhttp://rcvillarin.blogspot.com

7. Price PhilHealth package on Ligation is 4,000

pesos. Applies to all accredited hospitals and

ambulatory surgical clinics Out patient or In patient regardless of number of

days of confinement For Non PhilHealth members, private/paying

patient cost is 10,000 to 15,000 pesos For Non PhilHealth Charity patient cost is

4,500 pesoshttp://rcvillarin.blogspot.com

8a. Promo- AdvertisingEveryone needs a

plan. Bilateral Tubal Ligation is a procedure wherein a woman’s fallopian tubes are blocked. It is a permanent form of birth control in which the eggs cannot move from the ovary through the tubes (a woman has two fallopian tubes), and eventually to the uterus. Also, sperm cannot reach the egg in the fallopian tube after it is released by the ovary. Pregnancy is prevented.A tubal ligation typically is performed via a small incision in your abdomen. It can either be performed after delivery or at a latter time. When a tubal ligation is performed after delivery it is called a post-partum tubal ligation and does not require laparoscopy. If you have a tubal ligation and you are not pregnant, it is usually performed by laparoscopic surgery. All forms of tubal ligation require either burning, cutting, clamping or tying the mid section of your fallopian tubes.

WHAT IS BILATERAL TUBAL LIGATION?

Source: http://www.beverlyhills.ph/centers_gynecology_Bilateral_Tubal_Ligation.php


8a. Promo- Advertising


8b. Competitor promo

The Pill is a tablet containing two female hormones – an oestrogen and a progestogen. Various oestrogens and progestogens are used in the many different types of Pill which are available. There are currently 23 brands on the market in Britain. These two hormones stop you from ovulating (producing an egg) each month. And if you don’t ovulate, you won’t get pregnant. In addition, the hormones thicken the secretions round your cervix, making it more difficult for sperm to get through. Also, they make the lining of your womb thinner, so that it’s less receptive to an egg.

What is the Pill?

Source: http://www.netdoctor.co.uk/sex_relationships/facts/contraceptivepills.htm


8b. Competitor promo


9. BTL is available…

Both in public and private health institutions with operating room facilities

Nationwide PhilHealth benificiaries


10. BTL through minilaparotomy

BTL is a permanent form of family planning method that ends the reproductive career of women.

It is safe, cost effective and convenient.


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SUMMARY


5 Steps for Part 1 (PTM and Positioning)

1. BTL a form of family planning method to plan family size

2. Women of reproductive age in the Baybay District, Laguna who want to end reproductive career

3. Can choose permanent or temporary family planning method

4. Majority of methods are temporary and non surgical

5. Market size are women mostly belonging to the CDE strata


5 Steps for Part 2(Marketing Mix & Strategy)

6. BTL through minilaparotomy under local anesthesia

7. Covered by PhilHealth, NGO’s, LGU8. Meetings, assemblies, seminars, group

discussions in ILHZ (Inter Local Health Zone), RHU (Rural Health Unit), prenatal consultations in the district hospital, broadcast

9. Available in both government and private health institutions

10. Answers unmet needshttp://rcvillarin.blogspot.com

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10 STEPMarketing Plan for BTL (Bilateral Tubal Ligation) through Minilaparotomy under local anesthesia

Rudolfo C. Villarin MD.June 21, 2010


10step marketing plan

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