10 Step Marketing Plan for The Philippine Heart Center

Radiology Department

Rianna Leigh Salazar

ASMPH Class of 2012

November 30, 2010

1/30/2015 110 Step Marketing Plan for PHC Radiology

10 Step Marketing Plan

Part 1: Primary Target Market, Positioning

1. PTM

2. NWE

3. Competitors

4. Gap

5. 3Cs

Part 2: Marketing Mix and Strategy

6. Product

7. Price

8. Promo

9. Place

10. Generic Winning Strategy of Mix

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5 Steps for Part 1(PTM and Positioning)

The Filipino Heart Disease Patient

Who wants to be cared for from the heart

Can choose all other private and government hospitals and diagnostic laboratories

Gap is delivering affordable and accessible healthcare

Market size is Php 6.0 Billion or more.

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5 Steps for Part 2(Marketing Mix and Strategy)

X-ray, Ultrasound, CT Scan, MRI diagnostic modalities in several Heart Packages

Discounted for the Heart disease patient

Uses Print Ads, Websites and flyers

Distributed within hospitals, medical societies, and the world wide web

Uses an accessible for everyone approach to win!

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POSITIONING TO THE PRIMARY TARGET MARKET

Part 1: Steps 1 to 5

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1: Primary Target Market is the Filipino Heart Disease Patient

• Demographics– 0-99 years old, M/F, Class A to D, from all the

7,107 islands of the Philippines

– with known/suspected Heart Disease

• Lifestyle– Computer savvy and mass media heavy

generation

• Behavior– Going for the cheapest and easiest way of things

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2: Filipino Heart Disease Patient’s Needs, Wants and Expectations

• Needs

– Physiological (physically fit and healthy)

– Safety (free from disease and worries)

• Wants

– Affordable, quality and total health care

• Expectations

– Accessible health care

– Delivered by the government

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3: Competitors of PHC Radiology

• Direct– Within area: NKTI, EAMC,

• Indirect– Affordable: government hospitals, suboptimal

diagnostic centers

– Reliable: private hospitals, state-of-the-art diagnositc centers

• Variables– Referring physicians, HMOs, PhilHealth

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3: Position Map

Price vsQuality

High Quality Low Quality

High Price TMC, SLMC, AHMC

SecondaryHospitals

Low Price NKTI, PHC Diagnostic Labs

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4: Gap is delivering affordable and accessible healthcare

• Philippine Heart Center offers Heart Packages

– Discounted and cheaper

– Grouped services

– Fit for heart disease patient

– Does not compromise quality

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5: Market size more than P 6.0B

• Radiological Services in the Philippines

– P 6.2 B in 2009

• PHC Radiology Department Income

– P 64 M annually

– 1% market share

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THE MARKETING MIX STRATEGY

Part 2: Step 6 to 10

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6: Product Competition

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6: Product Description

• Diagnostic modalities

– X-ray

– Ultrasound

– CT Scan

– MRI

• Special modalities for heart diagnostics and surgical procedures

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7: Heart Packages of PHC

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*No similar packages in other hospitals yet.

8: Promotions

• Print Ads– Posters, Banners to be placed around the hospital

– Journal or Magazine Ads

• Websites– Improve on the existing website

– Show pictures of the Radiology Dept in official website

• Flyers– To be given to doctors for distribution and display in

clinics

– To be placed within the hospital for patient access

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9: Place

• Within Hospital

• Medical Societies

• World Wide Web

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10: Winning Strategy

• Uses an accessible for everyone approach to win!

– Low cost

– Good quality

– Optimal Health care for the Filipino Heart disease patient

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SUMMARY

10 Step Marketing Plan

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5 Steps for Part 1(PTM and Positioning)

The Filipino Heart Disease Patient

Who wants to be cared for from the heart

Can choose all other private and government hospitals and diagnostic laboratories

Gap is delivering affordable and accessible healthcare

Market size is Php 6.0 Billion or more.

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5 Steps for Part 2(Marketing Mix and Strategy)

X-ray, Ultrasound, CT Scan, MRI diagnostic modalities in several Heart Packages

Discounted for the Heart disease patient

Uses Print Ads, Websites and flyers

Distributed within hospitals, medical societies, and the world wide web

Uses an accessible for everyone approach to win!

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10 Step Marketing Plan for The Philippine Heart Center

Radiology Department

Rianna Leigh Salazar

ASMPH Class of 2012

November 30, 2010

1/30/2015 2210 Step Marketing Plan for PHC Radiology