Transcript
- 1. MARIA MARGARITA A. MEJIA MARKETING MANAGEMENT JANUARY 26, 2011 10 Step Marketing PlanThe Medical City Teen Health Hub
2. TMC Teen Health Hub
- Section of The Medical City Wellness Center
- Ad taken from City Scan, Issue 2, July 2009
3. Step #1: Primary Target Market
- Adolescents (ages 10 to 18 years old)
- Socioeconomic class: A and B
- Focus:
- Varsity athletes
- Make-over candidates
- Learning-challenged
4. Step #2: Needs, Wants and Demands of the Primary Target Market 5. Step #3: The Competition
- Direct Competitors:John Robert Powers
- Indirect Competitors:School services (e.g. Counselling)
- Variables:Price, Quality
6. What the Competition Offers
- JRP Curriculum*
- BASIC PERSONALITY DEVELOPMENT PROGRAM
- INTEGRATED IMAGE ENHANCEMENT
- SKILLS INTEGRATION AND DEVELOPMENT WORKSHOP
- SKILLS ADVANCEMENT AND CAREER APPLICATION WORKSHOP
- LIFETIME EXECUTIVE AND CELEBRITY PROGRAM
* Programs can be customized according to clients preferences. 7. Competitor Map Benefits Price Teen Health Hub JRP 8.
- STEP #4
The Gap, the Opportunity and the Positioning 9. Teens Today
- Adjusting difficulties due to the following:
- Reduced social family control
- Varied choices and opportunitiesconfusion
- Individualistic culture
- Declining importance of traditions
- Changing social structure and economy in Southeast Asia (e.g. Education, urbanization, globalization)
- Psychological problems , employment challenges
10. Teen Health Hub: Filling the Gap
- Goal:Prevent adolescents from being involved with risky behaviour
- Uniquesector of paediatrics - different from infants, toddlers and younger children
- Use of innovative and different approach to the adolescent (e.g. Computers)
- Networking with schools
11.
- STEP #5
Market size from the 3 C perspectives (customer, company and competition)? 12. Teens in the Philippines 13. Step #6: What the Hub Offers
- Basic Adolescent Package with Computer-Assisted Risk Assessment (CARA)
- Adolescent Essentials Packages
- Varsity clearance to engage in competitive sports and other forms of rigorous physical training/exercise
- Make-over dermatologic, dental and other grooming concerns; weight management issues
- Matrix mental and learning challenges; behavioral, emotional and relationship issues
- Consultation and Counseling
14.
- Current Promotional Strategies
- Suggested Promotional Strategies
- Print ads, e.g. In-house magazine (CityScape)
- Internet
- Talk Shows (e.g. Talk to Doc, ANC features and shows, Mom Works, etc.)
- In-hospital networking with pediatricians
- Tap other publications (e.g. Health magazines, teen magazines, etc.)
Step #7 Promoting the Product 15. Step #8 Pricing the Product
- Basic Adolescent Package with Computer-Assisted Risk Assessment (CARA) P1,600
- Adolescent Essentials Packages from P3,350-5,300
- Varsity P5,250
- Make-over P5,700
- Matrix P5,800
- * Rates exclude room and board
16.
- Current Reach
- Potential Mini-Hubs
- The Medical City Wellness Center, Ortigas
- Other TMC satellite clinics
- Schools and universities
Step #9 Where to Find the Product 17.
- STEP #10
The Winning Marketing Form 18. Summary: Marketing Strategy
- Target Market Segments:
- Retain currentniche market : Adolescents,socio-economic class A and B
- Potential expansion to schools and universities
- Tie-ups andnetworkingwith other institutions(e.g. Other pediatricians, schools, universities, etc.)
- Proposition / Key Elements
- Mini-hubexpansion in strategic places (e.g. Schools, TMC Satellite Clinics)
- Additional promotional efforts (e.g. Health magazines, Teen magazines, TV ads, etc.)
19. References
- http://library.pchrd.dost.gov.ph/index.php/health-news/593/1564-wellness-hub-puts-focus-on-teenagers-medical-tourists
- http://whqlibdoc.who.int/publications/2007/9789241595711_eng.pdf
- http://www.rxpinoy.com/network/partners/index.php?ac=none&aid=1100&page=14
20. MARIA MARGARITA A. MEJIA MARKETING MANAGEMENT JANUARY 26, 2011 10 Step Marketing PlanThe Medical City Teen Health Hub
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