10 year Marketing Plan for St. Luke’s Global CityCristina M. Garcia19 January 2011

5 steps for Part 11. St. Luke’s Global City’s PTM are health-

conscious working individuals of class A and B2. In search of the best and latest medical

technology and services money can buy… at a fraction of the price

3. Can choose Makati Medical Center, The Medical City, etc.

4. Gap is all other brands that can offer the same services and quality at a cheaper price

5. Insufficient data available to assess market size.

5 steps for Part 26. Product: St. Luke’s Global City7. Price: Is most likely priced higher than

its competitors8. Promo: Print ad9. Place: Global City – Fort Bonifacio10. Uses a niche strategy to succeed

1. Primary Target Market Individuals

Class A and B Working Single or Married

Employed individuals and their dependents

Want the “best” and “latest” medical technology and services at a fraction of the price

2. PTM’s needs, wants, and demands

2. My PTM’s NWE Health-conscious individuals choose St.

Luke’s Global City for the best and latest medical technology

money can buy They choose St. Luke’s Global City over

other Tertiary Hospitals because They want to experience the best healthcare

money can buy, at a fraction of the price! They need to feel secure about the quality of

the healthcare provided They expect the best services for the price

3. Industry Rivals - Direct

3. Industry Rivals - Direct

3. Industry Rivals - Variables Location Diagnostic Exams available Price Physicians Ambiance Services offered Exclusivity comfort

4.Competitive Position Map No data St. Luke’s Global City positions itself

strongly in a niche market It is the only private tertiary hospital in

the country that offers state-of-the art, high technology machines and equipment for diagnostic testing.

For all ages, but focusing on ages 18-80 years needing diagnostic testing

5. Market share No data

6. Product Insufficient data on promotional material/ad

Since there is no data to describe the product on the ad, it is assumed that the PTM are already aware of the reputation, educated on what they have to offer, or have experienced services in St. Luke’s Medical Center, whether in Global City or Quezon City

6. Strategy: Product Add more information about the brand in

the ad campaign. Ex. St. Luke’s Global City offers state-of-

the-art equipment not available in any other hospital in the country

Ex. Well-known for the best and latest technology

Ex. No need to go abroad to have yourself tested. Everything you need is right here in St. Luke’s Global City

7. Promo As advertised in

the Philippine Daily Inquirer

Also advertised on St. Luke’s Global City and Quezon City websites

7. Strategy: Promo Up-to-date means utilizing up-to-date

campaign materials like the internet and SMS. Add more ways of contacting St. Luke’s including

website and SMS inquiries on prices and packages

Advertise in business-related magazines since their readers are the executives, who can afford the services they have to offer, and also need them (e.g. coronary angiogram)

8. Price

Insufficient data

8. Price

Based on location, amenities, reputation as the leader in technology, the prices of available services most likely are higher than their rivals

8. Strategy: Price Add more information about the cut in

price in the ad campaign. Ex. Coronary Angiogram previously

60,000 now 30,000.

9. Place

9. Place Located in Fort Bonifacio,

Global City Strategic location – near

high end subdivisions like Forbes Park and Dasmarinas Village Entrant to niche of Makati

Medical Center, the only other Tertiary hospital in this catchment area

9. Strategy: Place Brighter signage material Picture in ad showing location of St.

Luke’s Global City

10. St. Luke’s Global City uses a niche strategy to win St. Luke’s Global City wants to dominate

its niche market of employed individuals and their dependents of class A and B

It benefits from and banks on the excellent reputation of St. Luke’s Quezon City as the premiere hospital for up-to-date and state of the art technology

5 steps for Part 11. St. Luke’s Global City’s PTM are health-

conscious working individuals of class A and B2. In search of the best and latest medical

technology and services money can buy… at a fraction of the price

3. Can choose Makati Medical Center, The Medical City, etc.

4. Gap is all other brands that can offer the same services and quality at a cheaper price

5. Insufficient data available to assess market size.

5 steps for Part 26. Product: St. Luke’s Global City7. Price: Is most likely priced higher than

its competitors8. Promo: Print ad9. Place: Global City – Fort Bonifacio10. Uses a niche strategy to succeed

10 year Marketing Plan for St. Luke’s Global CityCristina M. Garcia19 January 2011