Transcript
10 STEP MARKETING PLAN FOR ST. LUKE’S MEDICAL
CENTER
Russell RiveraJanuary 2011
5 Steps for Part 1 (PTM and positioning)
1. St. Luke’s PTM are everybody who can pay
2. They need a regular check-up and quality service for a cheap price
3. Can choose Medical City, etc.4. Gap is all other hospitals focus on quality
service at a high cost5. No data available
5 Steps for Part 2 (Marketing Mix & Strategy
1. Latest technology and newest facilities2. Is at par with prices of others but as of
late, 50% cheaper due to promotions3. TV, radio, print ads4. 2 Tertiary centers – Taguig and Quezon
City5. Uses best price and best product strategy
to win
POSITIONING TO THE PRIMARY TARGET MARKET
Part 1:Steps 1 to 5
1. St. Luke’s PTM are everybody who can pay
Demographics (All age groups, M/F, social class AB, C1)
Lifestyle (Those who care about their health)
Behavior (Yearly check-ups)
Influencing Buyer Behavior
When I am healthy I can do a lot more of things
I am healthy and I can feel at peace
I am healthy, I am normal, I will still belong
2. My PTM’s NWE
Adults need A regular check-up to be secure, to be able to
belong, self-actualization Patients choose St. Luke’s
Brand, quality of equipment, and credibility Patients expect
Credible results, one time diagnosis
3a. St. Luke’s has many formidable competitors
Direct: Medical City, Asian Hospital, Makati Med, Cardinal Santos
Indirect: Iridology, Faith Healers Variables: Price, quality, location, brand
St Luke’s Unique positioning shown in this competitive map
St. Lukes
Medical City
Cardinal
Price
Latest Equipement
Advertisements
Latest Facilities
Map compares relatively the categories
Most aggressive moves
Aggressive moves Least aggressive moves
4. St. Luke’s capitalizes on best price and best product
St. Luke’s is the only hospital To actively promote on TV, radio and Print ADS To show that they have low prices To show that they have the latest and best
equipment No other hospital does this Others focus on best quality
5. Market Size
No data available
THE MARKETING MIX STRATEGY
Part 2:Steps 6 to 10
6a. Health Care systems
Direct Competitors:
Indirect Competitors:
6b. Product Description
St Luke’s is a tertiary hospital that caters to the AB and C1 class
It has state-of-the-art technology and it is also JCI accredited
Latest expansion to Fort Global city for latest facilities and to accommodate more people
7. Price
No data available for actual pricing Comparatively cheaper than competitors Around 30 to 40% cheaper than
competition Utilizing best price strategy
8a. Promo
Advertising Print Ads, TV ads, Internet Advertisement
http://www.youtube.com/watch?v=9-2fmUsWEmU
Advertising with popular celebrites
Sales Promotions Discounted rates
Marketing abroad
8a. Competitor Promo
Advertisements of other hospitals do not show promos like discounts on price
9. Place
Located in Taguig in The Fort Global City Also in E. Rodriguez Quezon City
10. Winning strategy
St Luke’s tries to capture the larger crowd with the addition of the new hospital
It has excellent, best priced, quality service with top of the line equipment situated in tactical areas
SUMMARY
5 Steps for Part 1 (PTM and positioning)
1. St. Luke’s PTM are everybody who can pay
2. They need a regular check-up and quality service for a cheap price
3. Can choose Medical City, etc.4. Gap is all other hospitals focus on quality
service at a high cost5. No data available
5 Steps for Part 2 (Marketing Mix & Strategy
1. Latest technology and newest facilities2. Is at par with prices of others but as of
late, 50% cheaper due to promotions3. TV, radio, print ads4. 2 Tertiary centers – Taguig and Quezon
City5. Uses best price and best product strategy
to win
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