Valencia_TMC ER 10 step marketing plan 113010
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Transcript of Valencia_TMC ER 10 step marketing plan 113010
10 STEP MARKETING PLAN FOR
EMERGENCY
DEPARTMENT
Ma. Regina Paula I. ValenciaNovember 2010ASMPH 2012
5 Steps for Part 1 PTM and Positioning
The Medical City – Emergency Department’s PTM is Patients from affluent families who are in need of
immediate medical care Who wants to receive the best possible medical
treatment Can choose St. Luke’s Medical Center or Cardinal
Santos Medical Center Gap is that competitors focus only on competency of
the medical team and state of the art equipment Population of Pasig City as of 2007 is 557,297 with
wide spectrum of diseases causing morbidity and mortality
5 Steps for Part 2 Marketing Mix and Strategy
Highly competent medical team, state of the art equipment, dependable ambulance conduction system
Competitive price compared to other tertiary hospitals providing high-quality healthcare
Advertising Campaigns (billboards, newspapers, magazines, TV)
Caters patients from (although not limited to) Pasig, San Juan, Taguig and QC
Upholds Patient Partnership
POSITIONING TO THE PRIMARY TARGET MARKET
Part 1: Steps 1 to 5
Step 1- Primary Target Market (PTM)of TMC-ER
Demographics Sick who are in need of immediate medical care All ages, M/F, Social class AB, Filipinos and
foreigners, private and HMO cardholders Patients from (although not limited to) Pasig, San
Juan and QC Lifestyle
No required specific lifestyle as long as there is need for immediate medical attention
Behavior ER visit as needed Health and wellbeing as a priority
Step 2 – TMC-ER PTM’s Needs, Wants and Expectations
Step 2 – TMC-ER PTM’s Needs, Wants and Expectations
Patient’s basic physiologic need is to be restored to good health by receiving the best possible medical treatment
Patient’s are partners They should be treated with respect. They should be informed when
making choices.
Step 3 – TMC-ER’s Competitors
Direct: St. Luke’s Medical Center, Cardinal Santos Medical Center
Indirect: other government hospitals and emergency clinics in the Pasig, San Juan and QC area
Variables: location, cost, service, skill of medical team, HMO affiliation
TMC – ER and St. Luke’s QC-ER are known to provide high quality service
Price vs Location
Low-quality service
Mid-quality service
High-quality service
High Price
Low Price
Price vs Service
TMCCardin
al
St. Lukes
QC
TMC – ER Positioning
The Medical City
Cardinal Santos Medical Center
St. Luke’s Medical Center QC
Competent Medical Team
“distinguished roster of physicians”
“consultants undergo meticulous screening process”
“finest medical expertise”
State of the art equipment
cutting-edge healthcare service
“THE MOST SOPHISTICATED MEDICAL TECHNOLOGY AND FACILITIES”
Patient Care
*PATIENT AS PARTNERS
“we try to give you all he comforts of home and more” + “we respect and protect the rights of every patient”
“deep-rooted culture of compassion”
JCI accredited
HMO accredited
Step 4 – TMC – ER positions strongly in a niche market opportunity
TMC – ER is one of the three tertiary hospitals that receive social class AB patients from Pasig, San Juan and QC.
TMC is the only hospital which emphasizes patient partnership while others focus on state of the art equipment and competent medical teams.
TMC is one of the two hospitals that are the only JCI accredited institutions in the country.
Step 5 – Market Size
Population of Pasig City – 557,297 (2007)
Step 5 – Leading Causes of Morbidity and Mortality in Pasig City (2008)
Leading Causes of Morbidity: URTI/AURI; bronchitis/bronchiolitis; ATP;
hypertension; pneumonia; animal bite; diarrhea; wounds; AVI/SVI and dermatitis
Leading Causes of Mortality: Ischemic heart disease; cancer;
hypertensive cardiovascular disease; pneumonia; TB all forms; accidents; septicemia/sepsis; ARF; asthma/bronchial asthma and liver disease/cirrhosis
THE MARKETING MIX STRATEGY
Part 2: Steps 6 to 10
Step 6a – ER Departments providing high quality service
Step 6b – Product Description
Among its particular capabilities are:1. Consultation and initiation of diagnostic work-
up2. Cardio-pulmonary resuscitation3. Initial management of injuries and poisonings4. Generating initial orders for patients requiring
emergency admission5. Short-stay holding for observation, treatment,
drug administration and monitored stay prior to admission or transfer
The Emergency Department provides immediate medical assessment and initiates
treatment
Step 6b – Product Description
6. Transition room for temporarily accommodating patients who need to be admitted when there is no room available
7. Isolation room that for potentially infectious patients
8. Bite management9. ENT/Opthalmology clinic10. Ambulance services both for in- and out-
patients
Step 7 – Price of ER Consultation
The Medical City = Php 980 St. Luke’s Medical Center = Php 1000 Cardinal Santos Medical Center = Php
814
TMC pricing is almost the same as St. Luke’s Medical Center but it is 12% higher compared to Cardinal Santos Medical Center.
Step 8a – TMC – ER Promo
Step 8a – TMC Promo
Advertising Campaigns: Newspapers, Magazines, TV
Step 8b – Competitor Promo
Step 8b – Competitor Promo
Step 9 – TMC is strategically located
Ortigas Avenue, Pasig City, Metro Manila Philippines
Near residential homes: Valle Verde, Green Meadows, Corinthians, Acropolis)
Surrounded by many commercial and financial institutions
Step 10 – TMC Winning Strategy
OUR SERVICE PHILOSOPHYTMC has defined for itself the value
proposition: “Where Patients are Partners.” This
phrase finds its fullest meaning when the patient is viewed not as a problem to be solved or a charge to be cared for, but as a partner in his own health.
Step 10 – TMC Winning Strategy
Patient partnership means acknowledging the patient's fundamental accountability for his own health, then supporting this with systems, tools and venues for education, open communication, and informed choice.
This fresh perspective on the patient's role in health care represents a radical departure from the traditional idea of the patient as a passive recipient of medical services.
Summary
5 Steps for Part 1 PTM and Positioning
The Medical City – Emergency Department’s PTM is Patients from affluent families who are in need of
immediate medical care Who wants to receive the best possible medical
treatment Can choose St. Lukes Medical Center or Cardinal
Santos Medical Center Gap is that competitors focus only on competency of
the medical team and state of the art equipment Population of Pasig City as of 2007 is 557,297 with
wide spectrum of diseases causing morbidity and mortality
5 Steps for Part 2 Marketing Mix and Strategy
Highly competent medical team, state of the art equipment, dependable ambulance conduction system
Competitive price compared to other tertiary hospitals providing high-quality healthcare
Advertising Campaigns (billboards, newspapers, magazines, TV)
Caters patients from (although not limited to) Pasig, San Juan, Taguig and QC
Upholds Patient Partnership