MALASIQUI 10 STEP MARKETING PLAN
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Transcript of MALASIQUI 10 STEP MARKETING PLAN
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
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WINNING STRATEGY
UPH-DJGTH uses NICHE approachAll hospitals can offer the same servicesNot all hospitals in Pangasinan offer
competitive yet affordable prices
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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
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• 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
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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
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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
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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