10 step marketing plan assign 3
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10 STEP Marketing Plan for MISSION HOSPITAL and AMBULATORY SURGERY CENTER
DR. Roel Tito A. MarcialJune 19, 2010
Mission HospitalPTM and Positioning
1. PTM are class B patients2. Who want to feel good and confident3. Can choose Hospitals and
Ambulatory Centers4. Gap is all other hospitals and
ambulatory centers 5. The market size is P170 million and
target niche is P85 million
Mission HospitalMarketing Mix & Strategy
6. Hospital that offers Quality Health Care nearest their area
7. Is 100% affordable8. Uses newsletters, website,
billboards, community outreach programs
9. Is available locally10. Uses a niche approach to win
1.Mission Hospital primary target market (PTM) are the class B patients
Demographics (21-60, F, social class B, single/married)
Lifestyle ( working already ) Behavior (family’s gatekeeper
who is usually a female member who wants the best healthcare for their family)
I want the best healthcare
I am complete when I haveA nearby quality hospital
2. My PTM’s NWE
Class B needTo feel complete, healthwise, Self-Esteem
Class B choose Mission Hospital over other hospitals and ambulatory centers because of ….
Quality healthcare that is accessible, acceptable, adequate and affordable of Mission Hospital; Department of Health and PhilHealth accredited
Social Class B expect when they go to Mission Hospital that they will be greeted by courteous and friendly employees,nursing staff and doctors
3a. Mission Hospital has many formidable competitors
Direct: Medical City, Manila East, St. Therese, Taytay Doctors, Alfonso Specialist, Mary Immaculate, Mother Regina
Indirect: Holylife polyclinic, nearby clinics and laboratories
Variables- competitiveness of rates,
accommodation of staff
Mission H. is only #3 in niche: Class B patients
Mission H
Medical City
Manila East
St. Theres
e
Alfonso Speciali
st H.
Class A
Beam
Class B
Class C and D
lClass vs. Brand Matrix
3b. Mission H. unique positioning is shown in this competitive map
The ratings of the competitors used Mission Hospital as the baseline and were according to the perception of patients.
Hospital Competence of Doctors
Competitiveness of rates
Accommodation of Staff
Cleanliness/ Presentation
The Medical City
Manila East
St. Therese
Alfonso Specialist
Mother Regina
Mission Hospital
4. MH positions strongly in a niche market opportunity
Mission Hospital is the only secondary hospital Offering excellent healthcare that is affordable
with a clean and green ambiance For social class B who want to feel secured health-wise knowing
that there is an accessible health facility nearby
Others are far from their place, high price, caters to a different segment either class A or class C and D
5a. Based on competitor data, class B market is approximately P170 million
SOURCE: http://www.manilatimes.net/national/2006/oct/25/yehey/business/20061025bus6.html
5b. Estimate the market size using company data
1. Mission Hospital has an average income of 46 million pesos
2. Estimated market share on class B patients is only 4.6 million pesos
6a. Photos of the different Hospitals
6b. Product Description
Mission Hospital is a secondary cooperative hospital that offers excellent quality healthcare with its competent doctors, courteous staff, competitive rates, clean and green atmosphere and accredited by Philihealth and various HMO’s.
40-bed hospital that provides general medical/surgical services and ambulatory surgery
Located strategically along Ortigas extension
7. Price- Mission Hospital has the lowest hospitalization rate General Surgery, Obstetrics and
Gynecology, Pediatrics, Internal Medicine, Dialysis, Laparoscopic Surgery
Mission Hospital is at least 30% lower among its direct competitors
8a. Promo
OUR MISSION ISY YOUR
HEALTH
8b. Competitor promo
9.Mission Hospital is located strategically along Ortigas Ext. Pasig City
Near subdivisions, villages, townhouses and condominiums
Supermarkets, Known fastfood outlets Antipolo, Taytay, Cainta, Angono,
Marikina
10. Mission Hospital is a niche leader
Mission Hospital’s main strategy is to dominate the niche market of social class B
It benefits from its strategic locationOffering excellent quality healthcare
that is accessible, acceptable, adequate and affordable
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SUMMARY
10 step Marketing Plan for Mission Hospital
Mission HospitalPTM and Positioning
1. PTM are class B patients2. Who want to feel good and confident3. Can choose Hospitals and
Ambulatory Centers4. Gap is all other hospitals and
ambulatory centers 5. The market size is P170 million and
target niche is P85 million
Mission HospitalMarketing Mix & Strategy
6. Hospital that offers Quality Health Care nearest their area
7. Is 100% affordable8. Uses newsletters, website,
billboards, community outreach programs
9. Is distributed locally10. Uses a niche approach to win
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10 STEP Marketing Plan for MISSION HOSPITAL and AMBULATORY SURGERY CENTER
DR. Roel Tito A. MarcialJune 19, 2010