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10 Step Marketing Plan for Compeds

(TMC community pediatrics)

Carla A. AzucenaAteneo School of Medicine and Public Health

5 steps for Part 1 (PTM and Positioning)

1. Compeds’ PTM are parents of pediatric patients

2. Who want to feel secure, health-wise and financially

3. Can choose to go to barangay health centers

4. Gap is all other places offering pediatric patient care

5. The pediatric population in the Philippines comprises 45% of 99 M.

5 Steps for Part 2(Marketing Mix & Strategy)

1. Pediatric clinic which offers basic OPD services

2. Services are free of charge3. Uses word of mouth and proximity4. Pinagbuhatan, Pasig City5. Extends to the patient’s home

environment (i.e. home visits)

Positioning to the Primary Target Marget

Part 1: Steps 1 to 5

1. My primary target market (PTM) is…

Demographics (parents of pediatric patients, 30-40s M/F, social class DEF)

Lifestyle (working with minimum salary, has many children (>3), concerned with their children’s health, encounters pediatric-specific illnesses >3x/year)

Behavior (well-baby check up every month, OPD consult when ill but with good follow-up)

2. My PTM’s NWE

Needs from Maslow’s hierarchyWants determine choiceExpectations from the product

2. My PTM’s NWE

Self actualization and security is achievedWith the health of my family

Financial safety through prevention of illness

2. My PTM’s NWE

Parents need

To assure the safety of their children, keep them healthy, to have someone to take care of them when they get older, self actualization

Parents choose to bring their children at the community clinic and not in other health care centers because of …

Convenience, absence of service fees, good services offered, brand; CLERKS from ATENEO

2. My PTM’s NWE

Parents expect this when they go to Compeds

Healthier children, assurance regarding health concerns, more confidence in their children’s health especially during epidemic seasons, financial security

3. Direct and indirect products that address my PTM’s NWE

List of competitors products/brands

Determine the variables that affect choice of product, brand

3a. Compeds has a number of competitors

Direct: Barangay health centers, Charity clinics, Tertiary hospitals (PCGH)

Indirect: Albularyo, hilot, neighbor/relative’s advise

Variables: priorities, convenience, “suki” system, availability, satisfaction with services

3b. Competitive Position Map

Determine the 2 most critical variables Make a position map plotting the

different competitiors

3b. Competitive Position Map

1. Price vs. # of services offered

4. Identify the gap between customers and competition

Where is the market opportunity?

What NWEs are not being addressed?

What can be the unique selling proposition for the new product (totally new or repositioned.)

4. Compeds positions strongly in a niche market opportunity

It is the only pediatric clinic That provides OPD services and consult

for pedia patients That offers home follow-up Family medicine counselling That is part of and as dynamic as the

community

5. Estimate the market size using competitor data

The pediatric population in the Philippines comprises 45% of 99 M.

6. Product Description

Compeds clinic is open at 9-12 am and serves as an outpatient department for pediatric patients.

It has projects such as medical and dental assessment and control of communicable diseases

7. Price– services are free

The pediatric clinic only asks for donations from patients, rather than fees

8. Promo

Promotion of the clinic will be done primarily by word of mouth and personal selling

Other means will be through: Advertising (posters, flyers) services and

capable doctors Direct marketing through home visits

5 Steps Part 1 (PTM and Positioning)

1. Compeds PTM are the parents of pediatric patients in Pinagbuhatan village

8b. Competitor Promo

Competitors often employ word of mouth and per relative/neighbors’ advise

Regular home visits for follow-ups and family medicine counseling makes the clinic known in the community. Visual aids also allows it to be remembered.

9. Place

Where is the product available? Only in Pinagbuhatan Village, Pasig city Residents of the neighboring villages may

also avail of the pediatric services

10. What is the generic winning strategy?

Compeds’ main strategy is to dominate the niche market of parents, 30-40 years old with pediatric children

Providing services to the residents of Pinagbuhatan village and residents of neighboring villages

SUMMARY

5 steps for Part 1 (PTM and Positioning)

1. Compeds’ PTM are parents of pediatric patients

2. Who want to feel secure, health-wise and financially

3. Can choose to go to barangay health centers

4. Gap is all other places offering pediatric patient care

5. The pediatric population in the Philippines comprises 45% of 99 M.

5 Steps for Part 2(Marketing Mix & Strategy)

1. Pediatric clinic which offers basic OPD services

2. Services are free of charge3. Uses word of mouth and proximity4. Pinagbuhatan, Pasig City5. Extends to the patient’s home

environment (i.e. home visits)

5 steps for Part 1 (PTM and Positioning)

1. Compeds’ PTM are parents of pediatric patients

2. Who want to feel secure, health-wise and financially

3. Can choose to go to barangay health centers

4. Gap is all other places offering pediatric patient care

5. The pediatric population in the Philippines comprises 45% of 99 M.