evangelista 10 step marketing plan
TRANSCRIPT
1
10 STEP MARKETING PLAN:TMC Wellness and Aesthetics Center
Jessica Anne L. EvangelistaNov 2010
Wellness is the new beauty
Part 1
POSITIONING TO THE PRIMARY TARGET MARKET
A. Primary TargetB. Needs, Wants and Demands C. CompetitorsD. The big GAPE. The Market
Part 2MARKETING MIX STRATEGY
A. ProductB. PromoC. PriceD. PlaceE. Winning Strategy
POSITIONING TO THE PRIMARY TARGET
PART I:
1. Primary Target Market Target: Health-conscious individuals
Age Range: Early 20’s – Late 80’s Status: Class A and B, single or married. Most of which belong to the working population
Lifestyle: Busy and fast-paced Behavior: Afraid of lifestyle related diseases and
prefers a personalized approach to healthcare depending on their needs availability.
2. Needs, Wants and Demands
More and more people are willing to spend their money for good health because… Lifestyle related diseases (DM, Hypertension, Obesity
and Hypercholesterolemia) are on the RISE. Life expectancy for Filipinos is LOW.
Male: 68.45 years; Female: 74.45 years (2010 est.) Most diseases now are PREVENTABLE with a healthier
lifestyle.
In relation to the hierarchy of needs…
I want to LIVE LONGER
to enjoy l i fe MORE.
I want to ENJOY LIFE.
3a. Competitors
Direct Competitors: Hospitals who offer Executive Check-up Packages St. Luke’s Makati Medical Center
Indirect Competitors: HMOs who give FREE annual physical examinations Maxicare Intellicare
3a. Competitors
Variables: Hospital Name Comprehensiveness of the examinations. Competency of the physicians per institution. Price: Is it cost effective? Amount of t ime consumed for the tests to be done
3b. Competitive Position Map
“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 f it all patients.”
Dr. Rolando BalburiasMedical Director, TMC Wellness and Aesthetics
Center.
Price vs. Comprehensiveness of Health Packages
Comprehensive Physical
Examination Packages
Basic Packages
High Price
Low Price
TMC St. Luke’s
HMO’s
4. Gaps: Market Opportunity
ONLY TMC Wellness and Aesthetics Center… Offers a personalized approach to healthcare
depending on your needs recognizing that age is a factor in health care.
One-stop shop for all groups to save them time Adolescents Adults Geriatrics
Has a team of physicians looking after you.
5. Market Size: 3Cs
Customer: Caters to a wide range of clients, from
adolescents to elderly.Each age category has a health package
suitable for him/her.
5. Market Size: 3Cs
Company:TMC has over forty years of experience in
hospital operation and administration towards the establishment of its new world-class health care complex that serves some
40,000 in-patients and 380,000 out-patients annually.
5. Market Size: 3Cs
Competit ion:No data is available yet…
since the approach of Center of Wellness and Aesthetics for TMC towards patient care is a
fairly new concept. Only TMC has such service.
MARKETING MIX STRATEGY
PART II:
6. Products: Adolescents
Teen Health Hub, ages 10 to 19 years. Basic Adolescent Package with Computer-Assisted Risk
Assessment (CARA) Adolescent Essentials I / Adolescent Essentials I I /
Adolescent Essentials I I I Varsity – for clearance to engage in competitive sports and other forms
of rigorous physical training/exercise Make-over – for adolescents with dermatologic, dental and other
grooming concerns, as well as weight management issues Matrix – for adolescents with mental and learning challenges, as well as
those with behavioral, emotional and relationship issues
6. Products: Adolescents
Teen Health Hub, ages 10 to 19 years. Consultation Individual Counseling Family Counseling Vaccination Packages Pediatric Weight Management Pediatric Express Check – for children aged 0-9,
clearance for school, travel etc
6. Products: Adults
Adult Wellness Center, ages 20 to 59 years old. The Essentials Senior Male Evaluation Lady Care 1 Package (Below 45 years old) Lady Care 2 Package (Above 45 years old) COP (Customized, Optimized Personalized Preventive
Health Check Package) Other special services: includes other procedures
6. Products: Geriatrics
Center for Healthy Aging: , 60 years old and above Basic Comprehensive Geriatric Assessment
(Outpatient) Platinum 1 Senior Male Evaluation (60-79 yrs old) Platinum 2 Senior Male Evaluation (80 yrs old and
above) Platinum Female 1 Package (60-79 yrs old) Platinum Female 2 Package (80 yrs old and above) Other services: includes other procedures.
7. Price
Comprehensive physical examination with diagnostics, consultations with specialists
ranges from Php 8,950 – 30,090 depending on the package you chose.
Note: Relatively cheaper rather than you order the diagnostics and do consultations separately
8a. Promotions
Posters with use of prominent personality TV Commercials
Publications TV show
8b. Competitors’ Promotions
50% off discounts on room rates and services
TV commercials Affordable packages
with terms of payment
9.Place
The Wellness & Aesthetic Center, and spa facil i t ies, is located at the
4th level of the new hospital wing
(Podium).
10. Winning Strategy
Every approach is made personalized…
Every diagnosis is personal. Having services in packages is
more cost-effective. One-stop-shop leverage:
Convenience and Luxury at the same time.
Team approach to healthcare.
SUMMARY
TMC Wellness and Aesthetic Center’s personalized approach to their client works to their advantage.
The services they offer combines luxury and convenience which the clients look for.
27
10 STEP MARKETING PLAN:TMC Wellness and Aesthetics Center
Jessica Anne L. EvangelistaNov 2010
Wellness is the new beauty