1010Step marketing Step marketing plan for TMC plan for TMC ComPedsComPedsAbadilla | Azucena | Lim | Tan, L | Tan, TASMPH

Identify Primary Identify Primary Target MarketTarget Market

Demographics: Children ages 18 years of age

and below, their family; social class C, D,E

Lifestyle: Blue collar worker, substandard

living; happy go lucky

Behavior: Very low health seeking

behavior. Non existent/low educational attainment

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Identify Need, Wants + Identify Need, Wants + ExpectationsExpectations

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

Holding office in the organization is a status symbol.

I play a role in the health of my community.

I am entitled to quality medical care which is a basic need.

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Indigent needs access to basic necessities like food, shelter, security and healthcare..

They want to have a decent living condition/environment wherein they can live

comfortably..The community expects the “product” to be a means of helping them get access to the aforementioned basic needs…

Competition and Competition and Competitive Position MapCompetitive Position Map

Direct Competitors: Barangay Health Centers, Charity Clinics, Government Hospitals Indirect Competitors: Socio-civic groups (i.e. Rotary: feeding/livelihood programs, etc.)Variables: Proximity, good working relations with LGU, safety concerns, community support

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Community Support Community Support vs. vs. LGU Support LGU Support

Community support/ LGU support Matrix

High LGU support Low LGU support

High Community Support

Low Community Support

TMC ComPeds

Rotary outreac

hGK

Seasonal Outreach missions

Barangay Health Centers

TMC ComPeds

TMC ComPeds

Position MappingPosition MappingSustainable

Unsustainable

More Community Involvement

Lesser Community Involvement

BHCBHC

Med Mission

Med Mission

RotaryRotary

GKGK

Positioning is shown in this Positioning is shown in this Competitive MapCompetitive Map

TMC Charity Clinic

Barangay Health Center

PCGH Traditional Medicine

Provides medical care

Community Involvement

Tailor fit Programs to families

Low cost

Advanced screening and

treatment options

Patient Education

What is the gap?What is the gap?• There is a gap between Community

support and LGU support; typically, only either community or LGU support were acquired during these kind of programs

• The problem which arises involves sustainability of the program. A long term; self sustaining program is most often not accomplished

• TMC ComPeds works towards a self sustaining and healthy community through the combined LGU and community support.

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TMC’s Position TMC’s Position andand Edge Over Others 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

• Affordable• Offers a Position in the Organization that can

be seen as position of power and prestige• Offers basic medical services by a team of

health care professionals led by pediatricians• Seeks to involve and empower the community

through patient education thus addressing their “real” need

What is the size of the market: What is the size of the market: customer, company and customer, company and competitioncompetition

http://www.nscb.gov.ph/headlines/StatsSpeak/100706_rav_poverty.asp

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Estim

ated

Mar

ket S

ize

Estim

ated

Mar

ket S

ize TMC Pediatric Services is a non-profit and non

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

ProductProductST

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ProductProductST

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– The Medical City Pediatric Community Services seeks to promote better health through patient empowerment:

• Health service delivery: Regular medical consultations• Capability building: Patient education sessions• Health promotion: Community wide, health oriented programs • Community organization: Involvement of families through family

meetings• Coordination and Networking: Referral system for cases that need

certain specializations– It’s seeks to transform health from a commodity into a way

of life – The end goal/product would be a self sustaining health

oriented community with established systems and networks

ProductProductST

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Direct marketing involving the end user and benefactors (LGU)– Long term program– Single community at a time– Direct marketing creates the

opportunity to connect with the customer at a deeper level, essential for long term project support

PromoPromoST

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Non profit Organization. Price is at cost.

PricePriceST

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– Proximity to the TMC is an important factor because the people involved still have duties to the hospital and their individual patients

– Focusing on communities bordering the main hospital makes more sense than looking at other places immediately

– COMPEDS are situated strategically within the community to provide access to all the members of the community

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The Generic Winning The Generic Winning Strategy..Strategy.. Differentiation!Differentiation!

» Holistic approach to providing healthcare

» Long term/sustainable interventions: Low cost but quality services

» Joint effort of everyone concerned (LGU & Community)

» Empowerment, not dole out

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1010Step marketing plan for TMC ComPedsAbadilla | Azucena | Lim | Tan, L | Tan, TASMPH