10 Step Marketing Plan for The Medical City’s Pediatrics Community Services

Tasha TanNovember 2010

The Medical City’s Pediatrics Community Services Primary Target Market are

Parents with children aged 18 and below who are residents of Ilugin, Pasig City

Social Class C and DLifestyle: Blue collar workers,

unemployed, self-employed with small businesses

Behavior: Good health seeking behavior, desires empowerment through knowledge, wants the best for their family members, willing to make a change

Need, Wants and Expectations

I am entitled to quality medical care which is a

basic need.

I am the best I can be when I keep my family and community safe from

diseases.

I play a role in the health of my community.

Holding office in the organization is a status

symbol.

Direct CompetitorsBaranggay Health CentersCaritas Charity Clinic and other

Charity ClinicsPasig City General Hospital and

other hospitals within the Surrounding Area

Indirect CompetirorsSelf medicationConsult with neighbor (who is of coure

not a doctor)Hilot, Albularyo and other forms of

traditional medicine

VariablesPrice Available Services

Poor Service Basic Services

Advanced Services

Low Cost

High Cost

Albularyo, Self –

Medicatiion

PCGH and surrounding

hospitals

Baranggay health center, TMC Pediatric

Services, Charity Clinic

Positioning is shown in this Competitive Map

TMC Charity Clinic

Baranggay Health Center

PCGH Traditional Medicine

Provides medical care

Community Involvement

Tailorfit Programs to families

Low cost

Advanced screening and treatment options

Patient Education

TMC’s Position and Edge Over Others

TMC is the only institution with Family

Medicine Specialists who tailor fit programs to each index family’s needs through family meetings

AffordableOffers a Position in the Organization that can

be seen as position of power and prestigeOffers basic medical services by a team of

health care professionals led by pediatricians

Seeks to involve and empower the community through patient education

Estimated market size

TMC Pediatric Services is a non-profit and non stock organization

No proceeds are made through its operationsOperates once a week and sees 40 to 50

pediatric patientsOffers Daily Patient Education sessions and

home visits for enrolled patients and their families 5 days a week

Total number of enrolled families: 100Total numbers of families residing in Ilugin: 400 Total Market share of 25%

Consumer data

Medical Consult:

70 million Filipinos seek consult at a Free Clinic once a month.

Assuming we charge P5 per consult 60 M x P5 X 12 = P 360 M

Profits are of course made through the cost saved through disease prevention and early treatment

The Medical City Pediatric Community Services

Family Meetings

Patient Education Medical Consult in the Community

Referral System t o the Main TMC

The Medical City Pediatric Community Services: The Competitors

Product DescriptionThe Medical City Pediatric Community

Services not only seeks to promote better health through patient consultations◦ Involvement of family through family meetings◦Patient education sessions◦Day care center to allow greater participation of

mothers in activities ◦Referral system for cases that need certain

specializationsIt’s seeks to transform health from a

commodity into a way of lifePatients have stakes in their lives as such

they are treated as partners

PriceThe best thing about our

product?◦It’s absolutely free◦It only requires your attention, time

and a little extra effort for walking to our facility!

PromotionAdvertisements: Through Posters,

Flyers, Announcements from Baranggay Hall, Barangay Newsletter

Public Relations: Corporate Social Responsibility, Partnership with similar charity organizations and even the barangay health center

Marketing: Solicit and gather more sponsors! More aggressive recruitment of families

Competitor promo

Competitor Promo

PlaceThe Medical City Pediatric

Community Service is available in Ilugin Pasig City◦Plans for expansion and acquiring of

more communities in the Pasig City area

◦Plans for including areas with nearby satellite Medical City affiliated branches

Generic winning strategy?

The Medical City Pediatric Community Services

◦Seeks to provide low Cost but Quality Basic Pediatric Services

◦Differentiation through offering family medicine services and patient education

◦Accessibility to Ilugin Residents◦Community Involvement and patient

empowerment through treating them as partners

SUMMARY

20

5 Steps for Part 1 (PTM and Positioning)

1. PTM are Class C and D parents of children younger than 18 in Ilugin, Pasig City

2. Who want to secure quality health care for their family and be a driver of change in their community’s health status

3. Can choose Pasig City General Hospital, Traditional medicine, Self-Medication, Charity Clinics and Barangay Health Center

4. Gap is all other brands focus simply providing health care

5. The market size is P 360 million and 400 families in Ilugin. TMC niche is 2,400 OPD patients and 100 enrolled families

5 Steps for Part 2(Marketing Mix & Strategy)6. The Medical City Pediatrics

Community Services7. Is 100% free of charge8. Uses partnerships, flyers,

posters, announcements9. It is well known and distributed

within Ilugin10. Creates patient partners to win!