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

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)

PRIMARY TARGET MARKET

Doctors Patients

Children Elderly Ill patients

NEEDS, WANTS & EXPECTATIONS

Doctors want their patients to be healthy & feel:“At home” ComfortableRelaxed While experiencing the BESTBEST

quality health care

COMPETITORS

WITHIN MALASIQUI, PANGASINANMalasiqui Municipal HospitalER Hospital

SOUTH OF MALASIQUI• Bayambang, Pangasinan

Bayambang District Hospital

COMPETITORS

NORTH OF MALASIQUI• Dagupan City, Pangasinan

Region I Medical CenterDagupan Doctors Villaflor

Memorial HospitalSpecialist Group Hospital &

Trauma CenterNazareth General

Hospital

COMPETITORS

EAST OF MALASIQUI• Urdaneta City, Pangasinan

Holy Child General Hospital

• Villasis, PangasinanVillasis Polymedic Hospital & Trauma

Center

COMPETITORS

WEST OF MALASIQUI• San Carlos City, Pangasinan

Pangasinan Provincial HospitalPangasinan Doctors HospitalBlessed Family Doctors General HospitalVirgen Milagrosa Medical Center

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

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

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

5 Steps for Part 2(Marketing Mix & Strategy)

Product Price Promo Place Generic Winning Strategy of Mix

PRODUCT 2° Level Hospital with some

3º Level capabilities50 Bed Capacity2 OR’s & 2 DR’sER / OPD ICU

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

PRICE

Competitive yet affordable rates and packages which are acceptable to our clients

PROMO

Incorporates Corporate Social Responsibility Activities into Marketing Strategy

Offer big benefits to employees

PROMO

Offers packages for: Pre-employment Annual Physical Examinations Drug Testing Maternity & Newborn Packages Cataract Packages Executive Check-up Packages Women’s Health Center

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

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.

WINNING STRATEGY

UPH-DJGTH uses NICHE approachAll hospitals can offer the same servicesNot all hospitals in Pangasinan offer

competitive yet affordable prices

22

Positioning to Primary Target Market

Part 1:Steps 1 to 5

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

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.

• 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).

I want to be healthy.

I am more confident ingoing to the hospital.

2. My PTM’s NWE• Doctors need

their Patients…– To be healthy

after receiving health care

– Prevent illness– Promote well-

being – (Physiologic)

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

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.

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

3b. Competitive Position Map

Since 1973, Perpetual Help Hospital of Pangasinan had already established its name in the community as a good health provider.

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

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

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

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

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

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

38

The Marketing Mix Strategy

Part 2:Steps 6 to 10

6a. Hospital category is dominated by 5 major hospitals

SACRED HEART

PANGASINAN PROV’L HOSPITAL

VILLAFLOR

UPH-DJGTH NAZARETH

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

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

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

8a. PROMO

Offers packages for:Pre-employment Annual Physical ExaminationsDrug Testing Maternity & Newborn PackagesCataract PackagesExecutive Check-up PackagesWomen’s Health Center

8b. Competitor promo• Other hospitals also offer discounts

and promos during their anniversaries and upon opening of new areas and equipments

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.

MALASIQUI

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.

SUMMARY

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.

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

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