10 Step Marketing PlanTHE MEDICAL CITY: WELLNESS AND AESTHETICS CENTER

CATACUTAN, Angelo MartinEVANGELISTA, Jessica Anne

LEE, JeunesseLEGARDA, Jose Eduardo

UY, Justine Alessandra

JANUARY 12, 2011

1. PTM is the MODERN WORKFORCE2. To PRIORITIZE health promotion and

disease prevention3. Wellness and aesthetics centers OUTSIDE

such as Belo, SLMC, Asian Hospital, etc.4. The gap is on the LACK OF A ONE-STOP

SHOP5. The MARKET SIZE is PhP 3.2 billion

FIRST FLIGHT OF STAIRSPOSITIONING TO THE

TARGET MARKET

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WELLNESS AND AESTHETICS CENTER

6. Offers a variety of health check-up PACKAGES

7. At 25-50% premium, QUALITY trumps quantity

8. Uses word of mouth, celebrity endorsement, TV, print & online ADVERTISING

9. Found in THE MEDICAL CITY, Ortigas Ave. Pasig City

10.Uses a NICHE approach to succeed!

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SECOND FLIGHT OF STAIRS

THE MARKETING MIX STRATEGY

POSITIONING TO THE TARGET MARKET

First Flight of Stairs

PTM ages 25-45 years old

social class ABC

Lifestyle fast-paced, independent

Behavior wellness is a priority

beauty and sexy are “in”

Health services for the MODERN

WORKFORCE

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110 Step Marketing Plan

WELLNESS AND AESTHETICS CENTER

To PRIORITIZE health promotion and disease

prevention

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1

I want to LIVE

LONGER!

I want to ENJOY LIFE!

I want to BE

LOVED!

10 Step Marketing Plan

WELLNESS AND AESTHETICS CENTER

Wellness and aesthetics centers OUTSIDE

DIRECT COMPETITORS

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110 Step Marketing Plan

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Wellness and aesthetics centers OUTSIDE

INDIRECT COMPETITORS

Hospital name Physician’s competency Price Accessibility Time spent on check-up Occasion of use Technology 5

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Wellness and aesthetics centers OUTSIDE

VARIABLES

Price / Age Matrix

10-19 years old

20-59 years old

60 and older

High Price

Low Price

COMPETITIVE POSITION MAPS

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Belo

TMC

SLMC

TMC

SLMC

TMC

SLMC

Belo

Belo

Asian Hospi

talAsian Hospit

alAsian Hospit

al

Calayan

Calayan

Calayan

10 Step Marketing Plan

WELLNESS AND AESTHETICS CENTER

TMC Wellne

ss

Asian Hospit

al

St. Luke’s – Global City

Belo

Calayan

Medical Consult

Dermatologic Services

Dietary / Nutrition Services

Physical Medicine and Rehabilitation

Psychiatric Consult

Youth-exclusive Packages

Aesthetic Surgical Services

Laboratory Services

Radiologic Services

TMC Wellness and Aesthetics Center’s EDGE:

ALL SERVICES ARE PACKAGED

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110 Step Marketing Plan

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1. Create a niche market of HEALTH INTELLECTUALS

1. Individualized packages, unique to the needs of the client.

2. Attract more FINANCIALLY CAPABLE clients

The gap is due to LACK OF ONE-STOP

SHOP

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110 Step Marketing Plan

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2009 Annual Sales = PhP 1.3 B TMC Aesthetics Center: 5% =

PhP 65 M Estimated Aesthetics Surgery

Market Share: 2% Total Aesthetics Surgery Market = PhP 3.2 B

The MARKET SIZE is PhP 3.2 billion

COMPANY DATA

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Annual Sales = PhP 800 M Estimated Aesthetics Surgery Market Share: 30% = PhP 30 M

Total Aesthetics Surgery Market = PhP 2.67 B

The MARKET SIZE is PhP 2.67 billion

COMPETITOR DATA

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110 Step Marketing Plan

WELLNESS AND AESTHETICS CENTER

Total Population = 95 M Age group = 40 M Social class ABC = 6 M Will avail of services = 300,000 Once in how many years = 30 years Average price per procedure = 30,000 Market Size = PhP 300M

(300,000/30)*30,000

The MARKET SIZE is PhP 300 million

CONSUMER DATA

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110 Step Marketing Plan

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THE MARKETING MIX STRATEGY

Second Flight of Stairs

Health check-up PACKAGES

ADOLESCENT (10-19Y)

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Health check-up PACKAGES

ADULT (20-59Y)

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Health check-up PACKAGES

GERIATRIC (>60Y)

OUT-PATIENT VS. IN-PATIENT

Health Check Package

Out-patient

In-patient

Room rates

The Essentials P 19,400 P 20,050

Deluxe Room = P 4,000Premiere Suite = P 6,500Executive Suite = P 9,500Wellness Suite = P 12,000Couple’s Room = P 5,000 (per patient)

Senior Male Evaluation 23,020 23,670

Lady Care I (<45 Y) 27,290 27,940

Lady Care II (>45 Y) 25,785 26,435

Platinum 1 Male (60-79 Y)

27,925 28,575

Platinum 2 Male (>80 Y)

26,775 27,425

Platinum 1 Female (60-70 Y)

30,090 30,740

Platinum 2 Female (>80 Y)

22,710 23,360

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At 25-50% premium, QUALITY trumps

quantityService TMC SLMC Belo Calayan

Hair Removal

P 2,690 P 3,500 P 4,460 P 4,000

Procedure X P 100,000 P 120,000

P 60,000 P 50,000

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The prices of minor procedures in TMC are actually competitive.

However, for major procedures, TMC’s price is at a premium higher than Belo and Calayan but slightly lower than SLMC.

10 Step Marketing Plan

WELLNESS AND AESTHETICS CENTER

WORD OF MOUTH

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Utilizing the power of the

walking-talking advertisement!

CELEBRITY ENDORSEMENT

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610 Step Marketing Plan

WELLNESS AND AESTHETICS CENTER

Dina Bonnevie

TALK TO DOCS

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PRINT ADVERTISEMENT

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ONLINE ADVERTISEMENT

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WELLNESS AND AESTHETICS CENTER

THE MEDICAL CITY

ORTIGAS AVE. PASIG CITY

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Uses a NICHE approach to succeed!

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FocusedPatient-centered Individual-based

“With the Center´s Wellness & Aesthetics Program, every

approach is made personalized, as it

responds to the patient’s uniqueness at the level of

his own health history. ¨Every diagnosis is

personal. One treatment does not fit all patients.”

Dr. Rolando BalburiasMedical Director, TMC Wellness and

Aesthetics Center.

SUMMARYThe Grand Staircase

1. PTM is the MODERN WORKFORCE2. To PRIORITIZE health promotion and

disease prevention3. Wellness and aesthetics centers OUTSIDE

such as Belo, SLMC, Asian Hospital, etc.4. The gap is on the LACK OF A ONE-STOP

SHOP5. The MARKET SIZE is PhP 3.2 billion

FIRST FLIGHT OF STAIRSPOSITIONING TO THE

TARGET MARKET

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SECOND FLIGHT OF STAIRS

THE MARKETING MIX STRATEGY

6. Offers a variety of health check-up PACKAGES

7. At 25-50% premium, QUALITY trumps quantity

8. Uses word of mouth, celebrity endorsement, TV, print & online ADVERTISING

9. Found in THE MEDICAL CITY, Ortigas Ave. Pasig City

10.Uses a NICHE approach to succeed!

RECOMMENDATIONSRenovations for the Staircase

VISUAL AIDS and EDUCATIONAL MATERIALS such as brochures and posters should be available, not only in hospital premises, also in the SATELLITE CLINICS.

Partnership with HMOs should be strengthened by negotiating OPTIMUM FINANCIAL COVERAGE of the Wellness and Aesthetics Center’s services.

RECOMMENDATIONS

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There remains an untapped growing market for MEDICAL TOURISM and marketing can be focused on strategies to penetrate it.

RECOMMENDATIONS

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10 Step Marketing Plan

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10 Step Marketing PlanTHE MEDICAL CITY: WELLNESS AND AESTHETICS CENTER

CATACUTAN, Angelo MartinEVANGELISTA, Jessica Anne

LEE, JeunesseLEGARDA, Jose Eduardo

UY, Justine Alessandra

JANUARY 12, 2011