Teen health hub

• 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