malasiqui 10 step marketing plan
TRANSCRIPT
![Page 1: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/1.jpg)
1
10 STEP 10 STEP MARKETING PLAN MARKETING PLAN
UPH - DR. JOSE G. TAMAYO UPH - DR. JOSE G. TAMAYO HOSPITALHOSPITAL
Anna Sofia Victoria S. Fajardo, MDJune 2010
http://riafajardo.blogspot.com
![Page 2: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/2.jpg)
5 Steps for Part 1 (PTM and Positioning)
Identify your target (PTM) What do they need? (NWE) Who are their choices? (competitors) Where is the opportunity? (gap) How big is the market? (3Cs)
![Page 3: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/3.jpg)
PRIMARY TARGET MARKET
Doctors Patients
Children Elderly Ill patients
![Page 4: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/4.jpg)
NEEDS, WANTS & EXPECTATIONS
Doctors want their patients to be healthy & feel:“At home” ComfortableRelaxed While experiencing the BESTBEST
quality health care
![Page 5: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/5.jpg)
![Page 6: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/6.jpg)
COMPETITORS
WITHIN MALASIQUI, PANGASINANMalasiqui Municipal HospitalER Hospital
SOUTH OF MALASIQUI• Bayambang, Pangasinan
Bayambang District Hospital
![Page 7: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/7.jpg)
COMPETITORS
NORTH OF MALASIQUI• Dagupan City, Pangasinan
Region I Medical CenterDagupan Doctors Villaflor
Memorial HospitalSpecialist Group Hospital &
Trauma CenterNazareth General
Hospital
![Page 8: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/8.jpg)
COMPETITORS
EAST OF MALASIQUI• Urdaneta City, Pangasinan
Holy Child General Hospital
• Villasis, PangasinanVillasis Polymedic Hospital & Trauma
Center
![Page 9: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/9.jpg)
COMPETITORS
WEST OF MALASIQUI• San Carlos City, Pangasinan
Pangasinan Provincial HospitalPangasinan Doctors HospitalBlessed Family Doctors General HospitalVirgen Milagrosa Medical Center
![Page 10: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/10.jpg)
OPPORTUNITY While some other hospitals focus on
high profit and big savings by offering less services
UPH - Dr. Jose G. Tamayo Hospital focuses on high quality, family-oriented service by competent doctors and health care professionals
![Page 11: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/11.jpg)
MARKET SIZE
As of August 2007, population of Pangasinan is 2,645,395 million
UPHDJGTH niche is 1,122,969 million Dagupan City Malasiqui - 125,633 (RHU I & II, 2005) Urdaneta City Bayambang
![Page 12: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/12.jpg)
MARKET SIZE• If half of the population will utilize the
hospital,– 10% - patients– 112,297 x ave. P5,000/px =
• Then Estimated Gross Income = P 2.8 Billion
![Page 13: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/13.jpg)
5 Steps for Part 2(Marketing Mix & Strategy)
Product Price Promo Place Generic Winning Strategy of Mix
![Page 14: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/14.jpg)
PRODUCT 2° Level Hospital with some
3º Level capabilities50 Bed Capacity2 OR’s & 2 DR’sER / OPD ICU
![Page 15: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/15.jpg)
PRODUCT
CT Scan, Mammogram, X-ray, & Ultrasound with 4D capabilities
Pharmacy accessible to the public24-hour LaboratoryFriendly, Family-oriented Doctors &
Health Care Professionals with Perpetualite and Christian values
![Page 16: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/16.jpg)
PRICE
Competitive yet affordable rates and packages which are acceptable to our clients
![Page 17: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/17.jpg)
PROMO
Incorporates Corporate Social Responsibility Activities into Marketing Strategy
Offer big benefits to employees
![Page 18: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/18.jpg)
PROMO
Offers packages for: Pre-employment Annual Physical Examinations Drug Testing Maternity & Newborn Packages Cataract Packages Executive Check-up Packages Women’s Health Center
![Page 19: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/19.jpg)
PLACE
Located in Poblacion: Montemayor St., Malasiqui, Pangasinan
Adjacent to Perpetual Help College of Pangasinan
Along the main roads of Malasiqui-Dagupan route
Accessible to Public Utility Vehicles
![Page 20: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/20.jpg)
PLACE
• REGION I• Health is a priority• Government spends 4% of its GDP on
health; higher than national gov’t of 3.5%
• Pangasinan leads fight against TB and has created partnerships with private sector
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
![Page 21: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/21.jpg)
WINNING STRATEGY
UPH-DJGTH uses NICHE approachAll hospitals can offer the same servicesNot all hospitals in Pangasinan offer
competitive yet affordable prices
![Page 22: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/22.jpg)
22
Positioning to Primary Target Market
Part 1:Steps 1 to 5
![Page 23: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/23.jpg)
DOCTORS & PATIENTS ARE UPH-DJGTH PTM
• Demographics – All ages, M/F, social class
(some A, majority B & C)
• Lifestyle – Studying, working, or
retired
• Behavior – Utilization of facilities
during illness and health maintenance
![Page 24: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/24.jpg)
PHILIPPINE DEMOGRAPHY
• Population = predominantly young• 0-14 y.o. = 33.8% • 65 yrs & above = 4.4% • Males = females• Crude birth rate = 20.5/1000 popn• Crude death rate = 4.8/1000 popn• Life expectancy for both sexes is 67 years
– males = 64 yrs– females = 70 yrs
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
![Page 25: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/25.jpg)
• Arroyo Watch: Sun.Star blog on President Arroyo • Wednesday, July 16, 2008
• Pangasinan Population Soars• DAGUPAN CITY -- The province's population increased by
211,279 from year 2000 to 2007. It remains to be the most populous province in the Ilocos Region.
• Records of the National Statistics Office (NSO) showed
that the 2,434,086 population of Pangasinan in the year 2000 soared to 2,645,395 in August 2007.
• Among the 48 cities and municipalities in Pangasinan, Dagupan City still recorded the highest population with
149,554 followed by Malasiqui with 122,820; Urdaneta City (120,785); and Bayambang (103,145).
![Page 26: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/26.jpg)
I want to be healthy.
I am more confident ingoing to the hospital.
![Page 27: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/27.jpg)
2. My PTM’s NWE• Doctors need
their Patients…– To be healthy
after receiving health care
– Prevent illness– Promote well-
being – (Physiologic)
![Page 28: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/28.jpg)
2. My PTM’s NWE• Doctors & Patients
choose UPH-DJGTH because of…– PERPETUAL BRAND– Nice ambiance– Friendly staff who are
“Dedicated to Life”– Affordable packages &
prices– Credibility &
awareness of company
– PHA approval
![Page 29: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/29.jpg)
2. My PTM’s NWE• Patients expect
UPH-DJGTH to have…– Complete facilities– Quality health care– True service – MORE
CONFIDENCE to utilize hospital facilities when ill or seeking wellness.
![Page 30: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/30.jpg)
3a. UPH-DJGTH has many formidable competitors
• Direct: MALASIQUI MUNICIPAL HOSPITAL, ER Hospital
• Indirect: Tertiary Hospitals in surrounding areas with more services
• Variables: – Hospital’s length of service– Price & packaging– Availability of different services offered– Convenience of location– Accessibility to health care services– Perpetual Brand
![Page 31: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/31.jpg)
3b. Competitive Position Map
Since 1973, Perpetual Help Hospital of Pangasinan had already established its name in the community as a good health provider.
![Page 32: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/32.jpg)
Price vs.Level of Hospital
LEVEL 1 LEVEL 2 LEVEL 3
High- price
Low- Price
UPH-DJGT HOSPITAL is #1 in Niche: Mid-priced Services vs. Hospital Level
UPHDJGTH
MMH
ERH
VILLAFLOR
TRAUMA
BDH
![Page 33: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/33.jpg)
4. UPH-DJGTH positions strongly in a niche market opportunity
UPH-DJGTH is the only hospital…• That gives quality health care
services at an affordable price • For doctors & patients of all ages• Who want to be healthy
• After experiencing the BESTBEST quality health care
![Page 34: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/34.jpg)
4. UPH-DJGTH positions strongly in a niche market opportunity
• No brand has a similar position
• Others focus on– High profit– Big savings– Less services
![Page 35: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/35.jpg)
5a. Estimate the market size using competitor data
1. vs. known Industry size comparisons- Few secondary hospitals with tertiary capabilities2. vs. 1-1 suppliers- Medical suppliers and construction suppliers share information
![Page 36: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/36.jpg)
5a. Estimate the market size using competitor data
3. Visual Observation- Gov’t hospitals are highly utilized- Class A & B patients prefer private hospitals- Private hospitals are old & have no elevator
![Page 37: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/37.jpg)
5a. Estimate the market size using competitor data
4. Pirating Personnel- Hiring of staff from other hospitals will key us in on needs of patients & doctors5. “Share of Shelf”- size of the market demand can be derived from stocks maintained by nearby hospitals
![Page 38: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/38.jpg)
38
The Marketing Mix Strategy
Part 2:Steps 6 to 10
![Page 39: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/39.jpg)
6a. Hospital category is dominated by 5 major hospitals
SACRED HEART
PANGASINAN PROV’L HOSPITAL
VILLAFLOR
UPH-DJGTH NAZARETH
![Page 40: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/40.jpg)
6b. Product Description• UPH-DJGTH is a secondary hospital
with a 50 bed capacity that is approved by the Philippine Hospital Association. Its services are….
• There are 4 floors with a 2,542 square meter floor area.
• CT Scan, Mammogram, X-ray, Ultrasound
![Page 41: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/41.jpg)
7. PRICE- UPHDJGTH is 30% premium priced in
affordable packages
• Will use responsibility accounting and prudent rate setting
• Will be at par with other tertiary hospitals in Pangasinan
• With aim of sustainability & maximizing profits in its niche
![Page 42: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/42.jpg)
8a. PROMO Incorporates Corporate Social
Responsibility Activities into Marketing Strategy Medical Missions Surgical Missions Partnership with other Foundations
• Bantay Bata 163• AY Foundation• JONELTA Manila Foundation
![Page 43: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/43.jpg)
8a. PROMO
Offers packages for:Pre-employment Annual Physical ExaminationsDrug Testing Maternity & Newborn PackagesCataract PackagesExecutive Check-up PackagesWomen’s Health Center
![Page 44: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/44.jpg)
8b. Competitor promo• Other hospitals also offer discounts
and promos during their anniversaries and upon opening of new areas and equipments
![Page 45: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/45.jpg)
9. UPH-DJGTMC is available in
Northern, Central &
Southern Luzon
– Situated along major roads
– In the center of a city or municipality
– Near UPHS schools & banks
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
![Page 46: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/46.jpg)
MALASIQUI
![Page 47: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/47.jpg)
10. UPH-DJGTH is a niche leader
• UPH-DJGTH main strategy is to dominate the niche market of secondary hospitals
• Has excellent, premium priced, quality health care services located nationwide.
![Page 48: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/48.jpg)
SUMMARY
![Page 49: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/49.jpg)
PTM & POSITIONING
1. UPH-DJGTH PTM are Doctors & Patients (children, elderly & ill)
2. Who want to be healthy3. Can choose Dagupan or San Carlos.4. Gap is all other brands focus on big
savings & high profit5. The market size is P 2.6 Million.
UPHDJGT niche is P1 Million.
![Page 50: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/50.jpg)
MARKETING MIX & STRATEGY
6. UPH-DJGTH is a Secondary Level Hospital with some Tertiary Level capabilities
7. Is 30% premium8. Uses CSR activities (Medical
Missions & JONELTA Foundation)9. Is located nationwide10.Uses a niche approach to win
![Page 51: MALASIQUI 10 STEP MARKETING PLAN](https://reader038.vdocument.in/reader038/viewer/2022102901/555bdc64d8b42a38078b46c9/html5/thumbnails/51.jpg)
51
10 STEP 10 STEP MARKETING PLAN MARKETING PLAN
UPH - DR. JOSE G. TAMAYO UPH - DR. JOSE G. TAMAYO HOSPITALHOSPITAL
Anna Sofia Victoria S. Fajardo, MDJune 2010
http://riafajardo.blogspot.com