Mark man 10 steps marketing plan

The 10 Step Marketing Plan

CNR, Batch 2017Ateneo School of Medicine and Public Health

2011 Edition

2

10 STEP Marketing Plan for (Genesis: Center for Genetic Medicine)

CNRAugust 21, 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. Genesis PTM are patients with genetic disorders, their parents and relatives, and individuals concerned about hereditary diseases

2. Who want to receive medical genetic services like genetic testing and counselling

3. Can choose Institute of Human Genetics, National Institutes of Health (IHG-NIH) and Department of Pathology and St. Luke’s and UERM

4. Gap is all medical genetic services are limited to the major cities — Manila, Cebu City and Davao City. Despite the presence of a fellowship program on Clinical Genetics, it is not a popular choice and competes with other pediatric subspecialties, i.e., infectious diseases, cardiology, pulmonology, gastroenterology, etc.

5. On an average, there are about 100 consultations per geneticist every year. In terms of laboratory workload in 2011, there were 1,493 chromosomal analyses, 136 DNA tests and 432 biochemical tests performed at the IHG (Padilla, 2012).

Steps 1 to 5

Summary headline of your PTM and market

1. Medical genetic services2. Price same as competition3. Uses internet and word of mouth4. Clinic located in the province of Bicol5. Uses a niche the best in Region V and

a comprehensive approach to genetic medicine

Steps 6 to 10

Summary headline of the marketing mix & strategy

1. Genesis is a center for individuals with genetic disorder

Demographics: Genesis PTM are 0 y/o and above, M/F, social class ABC, single or married

Lifestyle: Individuals concerned about their hereditary diseases

Behavior: Clinic specialized in diagnosing, managing and counselling individuals with genetic disorders

2. Genesis’ PTM’s NWD

Need for health

Need for assurance whether ornot individual inherited the disease

Need to know and understand the disease and prepare other family members with

probable hereditary condition

Need to be accepted for their disease and possibil i ty of passing the condit ion to their children

2. Genesis’ PTM’s needs, wants & demands Needs: The need to have healthy mind and body to live

to the fullest capacity possible

Wants: Choose Genesis because it is the first and only easily accessible and reliable genetic medicine center in Region V

Demands: Expect to receive competent medical services and genetic counselling

3a. Genesis’ competition

Laboratory/service NumberPublic Private

Newborn screening 3 1Molecular 1 2Biochemical 1 0Cytogenetics 2 2DNA analysis (paternity testing) 3 1

Table 1. Facilities providing genetic services in the country

4. Genesis Position strongly in a niche market opportunity

Genesis is the FIRST and ONLY genetic medical center in Region V

It is the first private clinic with a comprehensive approach in genetic medicine Diagnosis Management Genetic

counselling

5a. Based on IHG-NIH (Data)

There are about 100 consultations per geneticist every year. In terms of laboratory workload in 2011, there were 1,493 chromosomal analyses, 136 DNA tests and 432 biochemical tests performed at the IHG (Padilla, 2012).

There are only eight trained clinical geneticists in the Philippines.

5b. Based on company data

There are 12 physicians, 61 nurses and 18 health workers per 10,000 individuals

There are only eight trained geneticists, six of whom are in Metro Manila while two are practicing in the provinces (one in Davao City and one in Cebu City) making a medical geneticist to population density ratio of about 1:11,751,625

5c. Estimate the market size using customer data

Among the genetic tests, NBS is the only one covered by the national health insurance. All other expenses related to treatment upon diagnosis are out-of-pocket expenses for the family.

In terms of Newborn Sceening Center: NSC-NIH had 290,605 patients; NSC-Central Luzon had 141,425 patients; NSC-Visayas had 145,592 patients; and NSC-Mindanao had 135,958 patients

Total 713,580 patients

5. Cost of Genetic Testing and Counseling

Genetic Tests CostsDNA testing P 15000Genetic Predisposition DNA Health Test

P 23500

Consultation P 1500/visitNewborn screening P2000*

*The PHIC shall include cost of newborn screening in its benefits package.

Total Genetic Medicine Market – P 5BGenesis share - P 400MGenesis total market share is <11%

6a. Genetic Medicine is dominated by 3 major hospitals

6b. Genesis is a center for genetic medicine

Genesis is the FIRST and ONLY genetic medical center in Region V

It is the first private clinic with a comprehensive approach in genetic medicine

7. Price

Genesis is priced same as competitions with aim at maximizing profits in its niche

Genetic Tests CostsDNA testing P 15000Genetic Predisposition DNA Health Test

P 23500

Consultation P 1500/visitNewborn screening P2000*

*The PHIC shall include cost of newborn screening in its benefits package.

Mass (Public relation>Events and experiences)

Personal (word of mouth)

8a. Genesis Promo

8a. Genesis Promo

Genesis has online electronic medical record system and database for hereditary diseases

Provides patients with the online experience of ordering and paying for your medical procedures.

8a. Samples online site

Samples

This can be in multiple slides

8a. Genesis Promo

Genesis conducts events to promote awareness regarding hereditary diseases and genetic disorders

8a. Events and Experiences

8b. Competitors promo

PGH, as the top referral hospital in genetic medicine, has no need for promotional campaigns

St. Luke’s and UERM promo is via word of mouth

9. Genesis Place

Clinic location Legazpi City, Albay For referrals and walk-in patients

10. Genesis’ winning strategy

Low Cost Producer Supply and Distribution Leverage

Only Genetic Medicine center in Region V Differentiation Niche

First to provide comprehensive health services in Genetic Medicine (from consult – diagnosis – management – counselling)

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SUMMARY

1. Genesis PTM are patients with genetic disorders, their parents and relatives, and individuals concerned about hereditary diseases

2. Who want to receive medical genetic services like genetic testing and counselling

3. Can choose Institute of Human Genetics, National Institutes of Health (IHG-NIH) and Department of Pathology and Microbiology in the University of the East–Ramon Magsaysay Memorial Medical Center

4. Gap is all medical genetic services are limited to the major cities — Manila, Cebu City and Davao City. Despite the presence of a fellowship program on Clinical Genetics, it is not a popular choice and competes with other pediatric subspecialties, i.e., infectious diseases, cardiology, pulmonology, gastroenterology, etc.

5. On an average, there are about 100 consultations per geneticist every year. In terms of laboratory workload in 2011, there were 1,493 chromosomal analyses, 136 DNA tests and 432 biochemical tests performed at the IHG (Padilla, 2012).

Steps 1 to 5

Genesis PTM and market

1. Medical genetic services2. Price same as competition3. Uses internet and word of mouth4. Clinic located in the province of Bicol5. Uses a niche the best in Region V

Steps 6 to 10

Genesis marketing mix & strategy

Padilla, C. D., & de la Paz, E. M. C. (2013). Genetic services and testing in the Philippines. Journal of Community Genetics, 4(3), 399–411. doi:10.1007/s12687-012-0102-4

Reference