Group 3 - 10 step marketing plan

JUSTIN CARPIO, PETER CHUA, CANDY DRILON, MURIEL GO, JUNNO KATO, RIANNA SALAZAR

JANUARY 10, 2011

10 STEP MARKETING PLAN

The Philippine Heart Center RADIOLOGICAL SCIENCES

GROUP 3 10-STEP MARKETING PLAN: PHILIPPINE HEART CENTER RADIOLOGICAL SCIENCES DIVISION

5 STEPS FOR PART 11. Philippine Heart Center: Radiologic Sciences

Division’s (PHC:RDS) PTM are doctors from PHC and other institutions and patients with/with probable cardiovascular diseases

2. For diagnostic and therapeutic/therapeutic planning purposes

3. Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers

4. Gap is delivering credible, convenient, and affordable radiologic services

5. Market size is ~6.2 B



Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country

7. At least 20-30% cheaper than the competitors

8. Uses multimedia (TV, radio, print, digital) for advertising and word-of-mouth approach for doctor referrals

9. East Avenue, Quezon City, Philippines

10. Using a niche market approach with price advantage


Positioning to the PRIMARY TARGET

MARKET

PART 1: Steps 1 to 5


1. PHC: RSD’s PTM are patients with/with probable cardiovascular diseases

Demographics: Any person with/with probable cardiovascular diseases regardless of age, gender, socioeconomic status

Lifestyle: May potentially affect any person

Behavior: Those who would want low cost, convenient, and quality service

Doctors (based in PHC, Cardiologists and other allied physicians) should also be tapped because their referrals bring patients to the division as well


2. My PTM’s Needs, Wants, and Expectations


Health and Wellness

Individual Sense of Well-

Being


Patients: Needs: A healthier and functional self free from

the cardiovascular disease or from its morbidities at the very least

Wants: A credible, convenient, and affordable means to be able to assure their needs

Expectations: Credible, convenient, and affordable services especially from a government subsidized institution



Doctors: Needs: A healthier and functional patient free

from the cardiovascular disease or from its morbidities at the very least

Wants: A credible, convenient, and affordable means to be able to assure their need for reliable radiologic imaging

Expectations: Credible, convenient, and affordable services especially from a government subsidized institution for their patients


3A. PHC: RSD’s Competitors

Direct Competitors: Institutions within the vicinity (National Kidney and Transplant Institute, East Avenue Medical Center)

Indirect Competitors: Other tertiary, non-specialized hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers

Variables: Referring physicians, PhilHealth/HMO coverage


3B. PHC: RSD’s Competitors

HIGH CREDIBILITY

LOW CREDIBILITY

HIGH COST The Medical City, St. Lukes, MMC

MID RANGE COST

Philippine Heart Center, other secondary

to tertiary hospitals

Other secondary hospitals

LOW COST Stand alone diagnostic centers

Credibility vs Cost Matrix

Assumes that the tertiary hospitals almost have the similar market shares having the most number of cardiovascular cases compared to secondary hospitals and the stand alone diagnostic centers


Convenience vs Cost Matrix



MOST CONVENIENT

LEAST CONVENIENT

HIGH COST The Medical City, St. Lukes, MMC

MID RANGE COST

Philippine Heart Center,

NKTI

Other secondary to

tertiary hospitals

LOW COST EAMCStand alone diagnostic centers


Credibility vs Convenience Matrix



HIGH CREDIBILITY

LOW CREDIBILITY

MOST CONVENIENT

The Medical City, St. Lukes, MMC,

Philippine Heart Center

LEAST CONVENIENT

Other secondary to tertiary

hospitals, Stand alone diagnostic

centers

Stand alone diagnostic

centers


4. Gap in delivering AFFORDABLE, ACCESSIBLE and CREDIBLE imaging for good HEALTHCARE

There is not much demand for cardiac imaging because physicians will exhaust all non-imaging studies first.

Referrals from cardiologists from other institutions are few.

Lacks good reputation on general imaging.


4. PHC-RSD positions strongly in a niche market opportunity

Philippine Heart Center: Radiologic Sciences Division is the only credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country

Offers heart packages: Discounted and cheaper, grouped services, fit for heart disease patient, does not compromise quality

Other radiologic divisions are multi-specialty with high cost services

“Jack-of-all-trades: Master-of-none” vs “Master-of-one”


5. PHC-RSD’s Market

Radiological Services in the Philippines: Php 6.2 B (2009)

PHC:RDS Income: Php 64 M, claiming 1% of market share


The MARKETING MIX Strategy

PART 2: Steps 6 to 10


6. PHC-RSD and its Competitors


6. PHC-RSD’s main imaging modalities


CT Scan

MRI

Ultrasound

X-ray

6. PHC-RSD

The division offers various imaging modalities and thus, was divided into four sections:1. General Diagnostic Radiology

X-ray and Fluoroscopic procedures

2. CT-MRI Section

General, Vascular, Cardiac CT/MRI and Special procedures

3. Ultrasound Section

General Ultrasound and Interventional procedures

4. Vascular Interventional Radiology

Angiograms, Embolization, Coiling and Stenting


7. PHC-RSD’ Prices

The division adapts a socialized payment scheme

Rates for private patients are still 20-30% lower compared to private institutions Example: Chest X-ray PA

PHC: Php500 Private Institutions: Php700-900

Offers packages along with other hospital divisions for both inpatients and outpatients1. Inpatients: Cardiopulmonary Examination,

Cardiovascular Check-Up, Executive Check-Up

2. Outpatients: Cardiopulmonary Packages I-III, Heart Packages I-V, Pedia Heart Package, Mini Heart Packages I-III, Vascular Packages I-II


7. PHC-RSD’ Prices (Inpatient)






7. PHC-RSD’ Prices (Outpatient)


7. PHC-RSD’s Prices (Outpatient)






8. PHC-RSD’s Promotions

Television and Radio Ads: Make use of government owned stations

Print Ads/Posters/Flyers: Distributed to doctors and patients

Digital Marketing: through website (www.phc.gov.ph) or other digital means

Word-of-Mouth: Doctors in PHC to doctors (especially cardiologists) from other institutions


http://www.phc.gov.ph/

8. PHC-RSD’s Promotions (Website)


8. PHC-RSD’s Promotions (Advertisement)








9. PHC-RSD’s Location

The Philippine Heart Center is located at East Avenue, Quezon City


9. PHC-RSD’s Place

It is located at the first floor, behind the main lobby


10. PHC:RSD’s Winning Niche Strategy

Live up to PHC Mission and Vision: “…provide comprehensive cardiovascular care..” “…the leader in upholding the highest standards

of cardiovascular care…”

Capitalize on what they currently does best: Cardiovascular imaging

Show that they are way cheaper than other tertiary hospitals but still get the same quality

Create market for general imaging, banking on their expertise in Cardiovascular imaging


SUMMARY



Division’s (PHC:RDS) PTM are doctors from PHC and other institutions and patients with/with probable cardiovascular diseases

2. For diagnostic and therapeutic/therapeutic planning purposes

3. Competitors include other tertiary hospitals (St. Lukes, The Medical City, MMC), secondary hospitals, and stand alone diagnostic centers

4. Gap is delivering credible, convenient, and affordable radiologic services

5. Market size is ~6.2 B



Division (PHC:RSD) as the most credible and affordable specialty (cardiovascular) “one-stop shop” radiologic center in the country

7. At least 20-30% cheaper than the competitors

8. Uses multimedia (TV, radio, print, digital) for advertising and word-of-mouth approach for doctor referrals

9. East Avenue, Quezon City, Philippines

10. Using a niche market approach with price advantage


JUSTIN CARPIO, PETER CHUA, CANDY DRILON, MURIEL GO, JUNNO KATO, RIANNA SALAZAR

JANUARY 10, 2010

10 STEP MARKETING PLAN

The Philippine Heart Center RADIOLOGICAL SCIENCES


Group 3 - 10 step marketing plan

Documents

radiologic center

patients group

diagnostic centers group

secondary hospitals

wellness group

b group

credible imaging

specialized hospitals