10 STEP MARKETING PLAN FOR

EMERGENCY

DEPARTMENT

Ma. Regina Paula I. ValenciaNovember 2010ASMPH 2012

5 Steps for Part 1 PTM and Positioning

The Medical City – Emergency Department’s PTM is Patients from affluent families who are in need of

immediate medical care Who wants to receive the best possible medical

treatment Can choose St. Luke’s Medical Center or Cardinal

Santos Medical Center Gap is that competitors focus only on competency of

the medical team and state of the art equipment Population of Pasig City as of 2007 is 557,297 with

wide spectrum of diseases causing morbidity and mortality

5 Steps for Part 2 Marketing Mix and Strategy

Highly competent medical team, state of the art equipment, dependable ambulance conduction system

Competitive price compared to other tertiary hospitals providing high-quality healthcare

Advertising Campaigns (billboards, newspapers, magazines, TV)

Caters patients from (although not limited to) Pasig, San Juan, Taguig and QC

Upholds Patient Partnership

POSITIONING TO THE PRIMARY TARGET MARKET

Part 1: Steps 1 to 5

Step 1- Primary Target Market (PTM)of TMC-ER

Demographics Sick who are in need of immediate medical care All ages, M/F, Social class AB, Filipinos and

foreigners, private and HMO cardholders Patients from (although not limited to) Pasig, San

Juan and QC Lifestyle

No required specific lifestyle as long as there is need for immediate medical attention

Behavior ER visit as needed Health and wellbeing as a priority

Step 2 – TMC-ER PTM’s Needs, Wants and Expectations

Step 2 – TMC-ER PTM’s Needs, Wants and Expectations

Patient’s basic physiologic need is to be restored to good health by receiving the best possible medical treatment

Patient’s are partners They should be treated with respect. They should be informed when

making choices.

Step 3 – TMC-ER’s Competitors

Direct: St. Luke’s Medical Center, Cardinal Santos Medical Center

Indirect: other government hospitals and emergency clinics in the Pasig, San Juan and QC area

Variables: location, cost, service, skill of medical team, HMO affiliation

TMC – ER and St. Luke’s QC-ER are known to provide high quality service

Price vs Location

Low-quality service

Mid-quality service

High-quality service

High Price

Low Price

Price vs Service

TMCCardin

al

St. Lukes

QC

TMC – ER Positioning

The Medical City

Cardinal Santos Medical Center

St. Luke’s Medical Center QC

Competent Medical Team

“distinguished roster of physicians”

“consultants undergo meticulous screening process”

“finest medical expertise”

State of the art equipment

cutting-edge healthcare service

“THE MOST SOPHISTICATED MEDICAL TECHNOLOGY AND FACILITIES”

Patient Care

*PATIENT AS PARTNERS

“we try to give you all he comforts of home and more” + “we respect and protect the rights of every patient”

“deep-rooted culture of compassion”

JCI accredited

HMO accredited

Step 4 – TMC – ER positions strongly in a niche market opportunity

TMC – ER is one of the three tertiary hospitals that receive social class AB patients from Pasig, San Juan and QC.

TMC is the only hospital which emphasizes patient partnership while others focus on state of the art equipment and competent medical teams.

TMC is one of the two hospitals that are the only JCI accredited institutions in the country.

Step 5 – Market Size

Population of Pasig City – 557,297 (2007)

Step 5 – Leading Causes of Morbidity and Mortality in Pasig City (2008)

Leading Causes of Morbidity: URTI/AURI; bronchitis/bronchiolitis; ATP;

hypertension; pneumonia; animal bite; diarrhea; wounds; AVI/SVI and dermatitis

Leading Causes of Mortality: Ischemic heart disease; cancer;

hypertensive cardiovascular disease; pneumonia; TB all forms; accidents; septicemia/sepsis; ARF; asthma/bronchial asthma and liver disease/cirrhosis

THE MARKETING MIX STRATEGY

Part 2: Steps 6 to 10

Step 6a – ER Departments providing high quality service

Step 6b – Product Description

Among its particular capabilities are:1. Consultation and initiation of diagnostic work-

up2. Cardio-pulmonary resuscitation3. Initial management of injuries and poisonings4. Generating initial orders for patients requiring

emergency admission5. Short-stay holding for observation, treatment,

drug administration and monitored stay prior to admission or transfer

The Emergency Department provides immediate medical assessment and initiates

treatment

Step 6b – Product Description

6. Transition room for temporarily accommodating patients who need to be admitted when there is no room available

7. Isolation room that for potentially infectious patients

8. Bite management9. ENT/Opthalmology clinic10. Ambulance services both for in- and out-

patients

Step 7 – Price of ER Consultation

The Medical City = Php 980 St. Luke’s Medical Center = Php 1000 Cardinal Santos Medical Center = Php

814

TMC pricing is almost the same as St. Luke’s Medical Center but it is 12% higher compared to Cardinal Santos Medical Center.

Step 8a – TMC – ER Promo

Step 8a – TMC Promo

Advertising Campaigns: Newspapers, Magazines, TV

Step 8b – Competitor Promo

Step 8b – Competitor Promo

Step 9 – TMC is strategically located

Ortigas Avenue, Pasig City, Metro Manila Philippines

Near residential homes: Valle Verde, Green Meadows, Corinthians, Acropolis)

Surrounded by many commercial and financial institutions

Step 10 – TMC Winning Strategy

OUR SERVICE PHILOSOPHYTMC has defined for itself the value

proposition: “Where Patients are Partners.” This

phrase finds its fullest meaning when the patient is viewed not as a problem to be solved or a charge to be cared for, but as a partner in his own health.

Step 10 – TMC Winning Strategy

Patient partnership means acknowledging the patient's fundamental accountability for his own health, then supporting this with systems, tools and venues for education, open communication, and informed choice.

This fresh perspective on the patient's role in health care represents a radical departure from the traditional idea of the patient as a passive recipient of medical services.

Summary

5 Steps for Part 1 PTM and Positioning

The Medical City – Emergency Department’s PTM is Patients from affluent families who are in need of

immediate medical care Who wants to receive the best possible medical

treatment Can choose St. Lukes Medical Center or Cardinal

Santos Medical Center Gap is that competitors focus only on competency of

the medical team and state of the art equipment Population of Pasig City as of 2007 is 557,297 with

wide spectrum of diseases causing morbidity and mortality

5 Steps for Part 2 Marketing Mix and Strategy

Highly competent medical team, state of the art equipment, dependable ambulance conduction system

Competitive price compared to other tertiary hospitals providing high-quality healthcare

Advertising Campaigns (billboards, newspapers, magazines, TV)

Caters patients from (although not limited to) Pasig, San Juan, Taguig and QC

Upholds Patient Partnership