10 STEP MARKETING PLAN

OMC (ORTHOPEDIC MULTISPECIALTY CENTER)

AKLESTO INFUSIONTHE MEDICAL CITY

NOV. 30, 2010

Maria Katherine Villanueva1

Background

Orthopedic Multispecialty Center at TMC Several multispecialties ADULT – Osteoporosis Treatment: Aklesto Infusion (Zoledronic Acid)

Once a year shot Price is comparable to daily oral medications

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5 Steps for Part 1 (PTM and Positioning)1. OMC Aklesto Infusion PTM are affluent

postmenopausal women with osteoporosis.2. Who want to have the best and convenient

service and treatment that money can buy3. Can choose Capitol Med, The Health Cube and

PGH.4. Gap is all other brands focus on giving treatment

but not convenience.5. The market size is around 14,000.

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5 Steps for Part 2

1. OMC provides Aklesto Infusion for osteoporosis.2. OMC has a premium price.3. Should use newspaper ads, posters and events in

nearby villages, maintain old clientele4. Referred by consultants from TMC5. OMC’s strategy is differentiation to provide

convenience

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Part 15

Step 1. OMC-Adult Osteoporosis PTM are postmenopausal women

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PTM: Affluent postmenopausal women with osteoporosis

Demographics: 50 yrs and up, Female, Social Class A/B, usually married).

Lifestyle : most clients are busy, active, retired/working

Behavior: Seeks for the best and most convenient treatment and services that money can buy. They are impatient

Step 2. PTM’s Needs, Wants and Demands

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I want to have the best treatment and service

available without the hassle

I want to have better bones

I want to do more even if I am old.

Step 2. PTM’s Needs, Wants and Demands Affluent Postmenopausal Women need

To have the best treatment for osteoporosis Services that are apt for their class

Affluent Postmenopausal Women choose OMC over others Convenience, Expertise, brand of TMC, accredited

Affluent postmenopausal women expect that Improved bone condition, maintain their lifestyle, better

compliance, Extra Service is worth the extra price

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3a. OMC has many competitors

Direct: Capitol Medical Center, The Health Cube, PGH

Indirect: Oral Bisphosphonates, Calcium and Vitamin D, Milk

Variables: Age, Price, Range of Service, Convenience, Brand

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3b. Competitive Position Map

Price/ Convenience Matrix

Low Convenience

High Convenience

High Price

Low Price

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OMC Adult Osteoporos

is

PGH

Capitol The

Health Cube

4. OMC Differentiates itself from the restOMC provides Aklesto Infusions- For better bones- For postmenopausal women- Who seek convenience in terms of compliance and

accessibility- Referral by doctor (same building)- Diagnostics needed can be performed inside TMC- Ground floor- Ortigas (near upscale villages and business centers)- Good ambiance and comfortable furniture

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5a. Market size

19.8% of urban postmenopausal women have osteoporosis but mostly from low income families (Miura, S. et al, 2007)

3.6M population of Pasig, Mandaluyong and QC 57% female 3.5% upper class

14, 000 market size for osteoporosis treatment

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5b. Market Size

Based on Historical Sales (No. of infusions) 2007: 23 2008: 33 2009: 46 2010 (july): 35

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5b. OMC share is more than 60%.

Sales for 2009: P1.32 M Claims to have more clients than other

institution.More than 60% of those who seek Aklesto go to

OMC for its infusion.

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The Marketing Mix Strategy

Part 2: Steps 6 to 10

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5 Steps for Part 2

1. OMC provides Aklesto Infusion for osteoporosis.2. OMC has a premium price.3. Should use newspaper ads, posters and events in

nearby villages, maintain old clientele4. Referred by consultants5. OMC’s strategy is differentiation.

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6a. Other infusion centers

(Insert) Capitol Medical Center The Health Cube PGH

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6b. OMC offers Aklesto Infusion for Osteoporosis. Orthopedic Multispecialty Center is a venue where

TMC can showcase the capability of the Orthopedics Department through its subspecialties.

OMC is the base for visiting specialty consultants Serves as the entry point of patients in TMC Subspecialties: Arthritis and Joints, Sports, Spines

Pediatrics, Adult Hand, Tumors Has been functioning for almost 3 years

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6b. OMC offers Aklesto Infusion for Osteoporosis. Is currently under reconstruction in terms of the

physical space and marketing strategy Relaunch OMC next year Focus on certain diseases of each subspecialty Osteoporosis under OMC-Adult Aklesto shots require other diagnostic tests before

infusion (ex: Creatinine) Lazy Boy, Airconditioned, with TV Attended by a nurse

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7. OMC has a premium price.

Price of Medicine + Nurse’s Fee + IV Set = 30,000 (average price)

Highest price Other institutions:

Price of Medicine is fixed = P24,000

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8a. Promo

Advertising1. Talk to doc2. Poster at TMC entrance3. Handouts regarding Osteoporosis4. Newspaper Ads 5. Events/ Posters/Flyers in nearby upper class villages

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8a. Promo

Sales Promotions1. Free Screening for Osteoporosis (Ultrasound)2. Subsidized screening for DEXA in exchange for

Aklesto treatment3. Osteoporosis/ Aklesto Talk4. Discount on Next Aklesto Treatment5. Freebies such as Calcium Supplements with Aklesto

Treatment

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Public Relations Potential Clients

Nearby Villages, Advertise in community classes (like in Tai-Chi, Ballroom)

Talk to TMC Consultants in OB, Ortho, Endocrinology and Wellness to suggest product as possible treatment for osteoporosis

Lay forum on Osteoporosis near TMC fountain

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Public Relations Old Clients

Discounts on next Aklesto shotsFreebiesBday GreetingsClient ProfileReminders for next treatment

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8a. Promo

Direct Marketing Improve ambiance for treatment Remind consultants about the infusion treatment at

OMC

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8b. Competitor Promo

The Health Cube 1st Infusion Center

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9. OMC is referred by TMC consultants. The Medical City, Ground Floor Patients go to TMC and have their shots for 45 mins

to 1 hour Referred by consultants (TMC) Cash only

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10. OMC’s strategy: Differentiation

OMC’s strategy is to differentiate itself by offering the best services, convenience in terms of diagnostic abilities and consultants, and accessibility since most of the clients live nearby.

It benefits from the referrals from consultants at TMC.

Has an excellent premium priced infusion center for those who have the cash for a once a year shot.

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Summary29

5 Steps for Part 1 (PTM and Positioning)1. OMC-osteoporosis PTM are affluent

postmenopausal women with osteoporosis.2. Who want to have the best and convenient

service and treatment that money can buy3. Can choose Capitol Med, The Health Cube and

PGH.4. Gap is all other brands focus on giving treatment5. The market size is around 14,000.

30

5 Steps for Part 2

1. OMC provides Aklesto Infusion for osteoporosis.2. OMC has a premium price.3. Should use newspaper ads, posters and events in

nearby villages, maintain old clientele4. Referred by consultants5. OMC’s strategy is differentiation.

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10 STEP MARKETING PLAN

OMC (ORTHOPEDIC MULTISPECIALTY CENTER)

AKLESTO INFUSIONTHE MEDICAL CITY

NOV. 30, 2010

Maria Katherine Villanueva32