Dolores 10 Step Marketing Plan

The 10 Step Marketing Plan

Rinah Elaisse R. DoloresAteneo School of Medicine and Public Health

Ateneo Graduate School of Business

1997 Edition

https://www.facebook.com/v65ASMPHMarkma

10 STEP

Marketing Plan for

HEALTHY CHOICE

MEDICAL CLINIC

Rinah Elaisse R. Dolores

August 2015


This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer


1. Clinic’s PTM are health-conscious working adults

2. PTM needs to be healthy in order to accomplish other things

3. Healthy Choice has many formidable competitors

4. Healthy Choice positions strongly in a differentiation market opportunity

5. Ambulatory Health Clinic market is P 6.5 billion

Steps 1 to 5

A healthy working class


6. What makes Healthy Choice different?

7. Healthy Choice is an affordable choice

8. Healthy Choice uses word of mouth, advertising events and experiences

9. Healthy Choice in malls nationwide

10. Healthy Choice differentiates

Steps 6 to 10

With the power for their own

body


1. Clinic’s PTM are health-

conscious working adults

19-60 years old, males and females, social class A, B, C, single/married

Working population, particularly the white- and pink-collared workers

Check-up at least once a year to a health care facility that can cater to almost all their health needs


2. PTM needs to be healthy in order to

accomplish other things

Self-Actualization Needs

(Self-Development

& Realization)

Esteem Needs (Recognition,

Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I am happy with my well-being like when I am healthy

I need to be healthy


2. Workers have unique

needs, wants & demands

Needs: Workers need to be physiologically healthy and secured, gain self esteem and self actualization

Wants: Workers prefer Healthy Choice over other clinics because of its service, price, personalized experience and brand promise.

Demands: Accessibility, personalized and fast service where they can get all their health needs all in one place


3. Healthy Choice has many

formidable competitors

Direct: Healthway, Patient First, The Medical City Satellite Clinics, Borough Medical Clinic

Indirect: Wellness centers, Hospital Clinics

Variables: Age, Price, Service range, Accessibility, Brand promise of personalized and holistic biopsychosocial management


4. Healthy Choice positions

strongly in a differentiation market

opportunity

Healthy Choice is the only clinic that provides affordable, high-quality, holistic service that focuses on the biopsychosocial well-being of a patient

Traditional positioning focuses on addressing the biomedical aspect of a patient

Healthy Choice positions strongly in a differentiation market strategy


5a. Private medical activities

accounted for the biggest number

of establishments


2009 Survey of Tourism Establishments in the Philippines (STEP) for Health and Wellness : Final Results (https://psa.gov.ph/content/2009-survey-tourism-establishments-philippines-step-health-and-wellness-final-results)

https://psa.gov.ph/content/2009-survey-tourism-establishments-philippines-step-health-and-wellness-final-results

5b. Total revenue generated by

hospital and wellness establishments

amounted to PhP62.8 billion.

• Total revenue generated by hospital and wellness establishments amounted to Php62.8 billion.

• Hospital and other similar activities earned the highest with PhP52.1 or 82.9 percent.

• Of the total revenue, PhP2.8 billion or 4.5 percent was generated from tourists.


5b. Total revenue generated by

hospital and wellness establishments

amounted to PhP62.8 billion.


2009 Survey of Tourism Establishments in the Philippines (STEP) for Health and Wellness : Final Results (https://psa.gov.ph/content/2009-survey-tourism-establishments-philippines-step-health-and-wellness-final-results)


5c. Consumer data indicates a

size of P 6.5 billion

1. Retail Clinics Hit 10 Million Annual Visits But Just 2% Of Primary Care Market (Japsen, B. (2015). Retail

Clinics Hit 10 Million Annual Visits But Just 2% Of Primary Care Market . Retrieved from: http://www.forbes.com/sites/brucejapsen/2015/04/23/retail-clinics-hit-10-million-annual-visits-but-just-2-of-primary-care-market/ )

2. In the US, there are 1.2 billion ambulatory care visits in a year (Centers for Disease Control and Prevetion. (2012).

Summary Health Statistics for U.S.Adults: National Health Interview Survey, 2012)


http://www.forbes.com/sites/brucejapsen/2015/04/23/retail-clinics-hit-10-million-annual-visits-but-just-2-of-primary-care-market/

5c. Consumer data indicates a

size of P 6.5 billion

1. In a study, there is an average of 47, 364 out patient visits in a year (Tsilaajav, T. (2009). Costing study for

selected hospitals in the Philippines )

2. Cost per outpatient visit: Php 378; per emergency visit: Php552 (Tsilaajav, T. (2009). Costing study for

selected hospitals in the Philippines )

47 366 x 378 x 365 = P 6.5 billion


5. Concluded that Ambulatory

Health Clinic market is P 6.5

billion

1. Competitor data= Php 62.8 billion

2. Company data = Php 62.8 billion

3. Customer Usage data = P 6.5 billion


6a. Healthy Choice also in

malls nationwide


6a. Healthy Choice along with

other ambulatory health clinics


6b. What makes Healthy

Choice different?

Healthy Choice is the only clinic that provides affordable, high-quality, holistic service that focuses on the biopsychosocial well-being of a patient


7. Healthy Choice is an

affordable choice

Php 300 per consult


8a. Healthy Choice uses word of

mouth, advertising events and

experiences


1

2

3

8a. Word of mouth is still the

primary way of promotion


I had a very nice experience at HEALTHY CHOICE! You must come there too!

Really? Okay, I will!

8a. Healthy Choice at a glance


8b. Healthway tie ups with

banks


9. Healthy Choice in malls

nationwide

Healthy Clinic is accessible. It is located in different malls nationwide to cater different segments of the population

Cash and credit transaction




ALL PRESENT IN HEALTHY CHOICE!2009 Survey of Tourism Establishments in the Philippines (STEP) for Health and

Wellness : Final Results (https://psa.gov.ph/content/2009-survey-tourism-establishments-philippines-step-health-and-wellness-final-results)




Healthy Choice differentiates by providing a holistic biopsychosocialservice to all patients along with its accessibility and other facilities making it the number one go-to ambulatory clinic of Filipinos

SUMMARY


1. Clinic’s PTM are health-conscious working adults

2. PTM needs to be healthy in order to accomplish other things

3. Healthy Choice has many formidable competitors

4. Healthy Choice positions strongly in a differentiation market opportunity

5. Ambulatory Health Clinic market is P 6.5 billion

Steps 1 to 5

A healthy working class


6. What makes Healthy Choice different?

7. Healthy Choice is an affordable choice

8. Healthy Choice uses word of mouth, advertising events and experiences

9. Healthy Choice in malls nationwide


Steps 6 to 10

With the power for their own

body


Dolores 10 Step Marketing Plan

Healthcare