salazar 10 step marketing plan for phc radiology dept - nov 30 2010
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04/10/2023 10 Step Marketing Plan for PHC Radiology 1
10 Step Marketing Plan for The Philippine Heart Center Radiology
Department
Rianna Leigh SalazarASMPH Class of 2012November 30, 2010
04/10/2023 10 Step Marketing Plan for PHC Radiology 2
10 Step Marketing Plan
Part 1: Primary Target Market, Positioning1. PTM2. NWE3. Competitors4. Gap5. 3Cs
Part 2: Marketing Mix and Strategy6. Product7. Price8. Promo9. Place10. Generic Winning
Strategy of Mix
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5 Steps for Part 1(PTM and Positioning)
The Filipino Heart Disease Patient Who wants to be cared for from the heart Can choose all other private and government
hospitals and diagnostic laboratories Gap is delivering affordable and accessible
healthcare Market size is Php 6.0 Billion or more.
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5 Steps for Part 2(Marketing Mix and Strategy)
X-ray, Ultrasound, CT Scan, MRI diagnostic modalities in several Heart Packages
Discounted for the Heart disease patient Uses Print Ads, Websites and flyers Distributed within hospitals, medical
societies, and the world wide web Uses an accessible for everyone approach to
win!
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POSITIONING TO THE PRIMARY TARGET MARKET
Part 1: Steps 1 to 5
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1: Primary Target Market is the Filipino Heart Disease Patient
• Demographics– 0-99 years old, M/F, Class A to D, from all the
7,107 islands of the Philippines– with known/suspected Heart Disease
• Lifestyle– Computer savvy and mass media heavy generation
• Behavior– Going for the cheapest and easiest way of things
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2: Filipino Heart Disease Patient’s Needs, Wants and Expectations
• Needs– Physiological (physically fit and healthy)– Safety (free from disease and worries)
• Wants– Affordable, quality and total health care
• Expectations– Accessible health care – Delivered by the government
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3: Competitors of PHC Radiology
• Direct– Within area: NKTI, EAMC,
• Indirect– Affordable: government hospitals, suboptimal
diagnostic centers– Reliable: private hospitals, state-of-the-art
diagnositc centers• Variables– Referring physicians, HMOs, PhilHealth
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3: Position Map
Price vs Quality
High Quality Low Quality
High Price TMC, SLMC, AHMC
Secondary Hospitals
Low Price NKTI, PHC Diagnostic Labs
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4: Gap is delivering affordable and accessible healthcare
• Philippine Heart Center offers Heart Packages– Discounted and cheaper – Grouped services– Fit for heart disease patient– Does not compromise quality
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5: Market size more than P 6.0B
• Radiological Services in the Philippines– P 6.2 B in 2009
• PHC Radiology Department Income– P 64 M annually– 1% market share
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THE MARKETING MIX STRATEGYPart 2: Step 6 to 10
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6: Product Competition
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6: Product Description
• Diagnostic modalities– X-ray– Ultrasound– CT Scan– MRI
• Special modalities for heart diagnostics and surgical procedures
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7: Heart Packages of PHC
*No similar packages in other hospitals yet.
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8: Promotions
• Print Ads– Posters, Banners to be placed around the hospital– Journal or Magazine Ads
• Websites– Improve on the existing website– Show pictures of the Radiology Dept in official website
• Flyers– To be given to doctors for distribution and display in
clinics– To be placed within the hospital for patient access
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9: Place
• Within Hospital• Medical Societies• World Wide Web
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10: Winning Strategy
• Uses an accessible for everyone approach to win!– Low cost– Good quality– Optimal Health care for the Filipino Heart disease
patient
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SUMMARY10 Step Marketing Plan
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5 Steps for Part 1(PTM and Positioning)
The Filipino Heart Disease Patient Who wants to be cared for from the heart Can choose all other private and government
hospitals and diagnostic laboratories Gap is delivering affordable and accessible
healthcare Market size is Php 6.0 Billion or more.
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5 Steps for Part 2(Marketing Mix and Strategy)
X-ray, Ultrasound, CT Scan, MRI diagnostic modalities in several Heart Packages
Discounted for the Heart disease patient Uses Print Ads, Websites and flyers Distributed within hospitals, medical
societies, and the world wide web Uses an accessible for everyone approach to
win!
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10 Step Marketing Plan for The Philippine Heart Center Radiology
Department
Rianna Leigh SalazarASMPH Class of 2012November 30, 2010