OMC(ORTHOPEDIC MULTISPECIALTY

CENTER) THE MEDICA

Umayam, Irene Rose Inanama

Villanueva, Maria Katherine1

A Taste Of

Class for the

Empowered

Woman

From Aklesto

Osteoporosis

Disease of an organ, problem of all

Most common metabolic bone disease

Affects both men (20%) and women (80%)

In the next century, 50% of hip fractures will

occur among Asian women

After age 50 years, 20% of Asian women will

have osteoporosis

2

Aklesto

zoledronic acid

Bisphosphonate

reduce the turnover of bone

3

OMC

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

4

5 Steps for Part 1 (PTM and

Positioning)

1. OMC’s PTM is the Empowered Woman

2. What the Empowered Woman needs and

wants

3. The choices of the Empowered Woman

4. Gap is all other brands focus on giving

treatment but not convenience.

5. The market size is around 14,000.

5

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

clientele

4. Referred by consultants from TMC

5. OMC’s strategy is differentiation to provide

convenience

6

Part 17

Step 1. OMC’s PTM is the

Empowered Woman8

Demographics

50 years and older, female, social class AB

Lifestyle

“On the go” women – pro-active, conscious, and

aware

Behavior

Those who want to feel empowered by taking

care of their health

Those who seek for the most effective treatment

and care for osteoporosis

Step 2. PTM’s Needs, Wants

and Demands9

I want to

prevent/treat my

osteoporosis

I want to live a

productive & healthy

life

I want to know

what’s going on

inside my body

I want to age with

grace and beauty

I want to do more

even if I’m old.

Step 2. PTM’s Needs, Wants

and Demands

What the Empowered Woman needs

To have the best treatment for osteoporosis

Empowered Woman choose OMC over others

Convenience, Expertise, brand of TMC, JCI-

accredited

What the Empowered Woman expects

Improved bone condition, maintain active

lifestyle, better compliance

Extra Service is worth the extra price

10

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

11

Step 3B:

Competitive Position Map

Price/servic

e matrix

Poor Fair Good Excellent

High price

Low Price

TMC

OMC

PGH

SLMCMMCCMC THC

Step 4:

OMC distinguishes itself from the rest.

OMC is the institution

Trusted for Aklesto (zoledonic acid) infusions.

- For better bones

- For postmenopausal women

A one-stop shop for all your orthopedic needs.

Where patients are partners.

1 of the 3 JCI-accredited hospitals in the

Philippines

Step 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

14

Step 5A:

Market size

Based on historical sales (number of infusions)

2007: 23

2008: 33

2009: 46

2010 (july): 35

15

Step 5b:

OMC share is more than 60%

Sales for 2009: P1.32 M

Claims to have more clients than other

institutions.

More than 60% of those who seek Aklesto go

to OMC for its infusion.

16

Step 5C:

Consumer Data

Women aged 15 to 64 comprise 50.64% of the

Philippine population

The middle-class Filipino spends an average of

$68 (approx P2900) on health care

Average cost for treatment of osteoporosis:

$2500

Cost of screening (ultrasound) for osteoporosis

At the OMC, it’s FREE

The Marketing Mix Strategy

Part 2: Steps 6 to 10

18

5 Steps for Part 2

1. OMC provides Aklesto Infusion for

osteoporosis.

2. OMC has a premium price.

3. For the Empowered Woman

4. Referred by consultants

5. OMC for the WIN

19

6a. When you say Orthopedics

and Osteoporosis…

Makati Med

St. Luke’s

TMC

20

6a. Other infusion centers

Capitol Medical Center

The Health Cube

PGH

21

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

Has been functioning for almost 3 years

22

Offers services in six subspecialties

Hand and microvascular surgery

Joint replacement surgery (arthroplasty)

Spine surgery

Sports medicine and arthroscopy

Adult orthopedics

Pediatric orthopedics

23

6b. OMC offers Aklesto Infusion

for Osteoporosis.

Is currently under reconstruction in terms of

the physical space and marketing strategy

Relaunch OMC in 2011

Focus on certain diseases of each

subspecialty

Osteoporosis under OMC-Adult

Aklesto shots require other diagnostic tests

before infusion (ex: Creatinine)

La-Z Boy, Airconditioned, with cable TV

Attended by a nurse

24

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

TMC’s prices are comparable with other

leading health institutions in the country.

Free screening (ultrasound)

25

8a. Promo for the Empowered

Woman

Change the name

Orthopedic Multispecialty Center

Center for Excellence in Bone and Joint Disorders

26

Center for Excellence in

Bone and Joint Disorders

8a. Promo

Advertising

1. Launching party

2. Poster at TMC entrance

3. Handouts regarding Osteoporosis

4. Newspaper Ads

5. Events/ Posters/Flyers in nearby upper class

villages

27

8a. Promo

Sales Promotions

1. Osteoporosis Package

Free screening

Discounted initial consult

Subsidized screening for DEXA in exchange for

Aklesto treatment

Discount on Next Aklesto Treatment

Freebies such as Calcium Supplements with Aklesto

Treatment

Loyalty points

2. Osteoporosis/ Aklesto Talk

28

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

29

Public Relations

Old Clients

Discounts on next Aklesto shots

Freebies

Birthday Greetings

Client Profile

Reminders for next treatment

30

8a. Promo

Direct Marketing

Improve ambiance for treatment

Remind consultants about the infusion treatment

at OMC

31

8b. Competitor Promo

The Health Cube

1st Infusion Center

32

Competitor’s Promo33

Leading in Spine Surgery

First Tissue & Bone Bank in RP

Fitbone technology

Most affordable services

9. OMC is referred by TMC

consultants.

The Medical City, Ground Floor

Patients go to TMC and have their infusion for

45 mins to 1 hour

Referred by consultants (TMC)

Cash only

34

Step 10: Going for the WIN

(Differentiation)

OMC’s game plan is to become the leading

center for osteoporosis screening, diagnosis,

and treatment among Empowered Women.

It benefits from The Medical City’s good

reputation in giving quality health care

services.

35

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.

36

Summary37

5 Steps for Part 1 (PTM and

Positioning)

1. OMC’s PTM is the Empowered Woman

2. What the Empowered Woman needs and

wants

3. The choices of the Empowered Woman

4. Gap is all other brands focus on giving

treatment but not convenience.

5. The market size is around 14,000.

38

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

clientele

4. Referred by consultants

5. OMC’s strategy is differentiation.

39

10 STEP MARKETING PLAN

OMC(ORTHOPEDIC MULTISPECIALTY

CENTER)

AKLESTO INFUSIONTHE MEDICAL CITY

NOV. 30, 2010

Maria Katherine Villanueva40