v49tenstepsmarketingplan holylife hospital

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10 STEP Marketing Plan for (HOLYLIFE HOSPITAL)

JESUS B. ACANTILADO,MD, DPPSJUNE 19,2010

5 Steps for Part 1(PTM and positioning)

1. Barangay NAPICO(PTM)2. Health care system (NWE)3. Primary and secondary Hospitals,

private clinics (competitors)4. Accessability, affordability (gap)5. 48,000 population, Class BCD

(3Cs)

5 Steps for Part 2(Marketing Mix & Strategy)6. Holylife hospital 7. 20% less from the competitors8. Uses fliers, news papers,

lectures, and events 9. To be distributed at barangay

Napico10. Uses low price and accessible

health facility

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Positioning to the Primary Target Market

Part 1:Steps 1 to 5

Demographics ; ages – from birth to adulthood, male and female, regardless of civil status, living in barangay Napico and other neighboring town

Life style : regular employees, sales clerks, OFW, factory workers, class BCD

Behavior- needs an affordable health care system, accessible, easy term payment, complete health facilities.

PRIMARY TARGET MARKET IS

2. My PTMs, Needs, wants, expectations.

Needs – every member of the family needs check up only if with illness.

Wants - they want an accessible hospital which offers low consultation, fast release of laboratory results.

Expectation – they expect the hospital is one stop shop, complete laboratory service, recovery from their illness with less expenses possible.

I want my family to be healthy

I want to provide my family accessible Health care facilities

3. List of Competitors Direct competitors - all secondary

hospitals within 5 kilometer radius, namely: St. Therese hospital, Alfonso Hospital, Immaculate Hospital.

Indirect competitors – clinics, The Medical City, Mission Hospital, Pasig City General Hospital, Rizal Medical Center.

Variables: age of the patients, professional fees, availability of the service, availability of the specialist, HMO accreditation, philhealth accreditation.

Continuation Competitors

3b. Competitive Position Map Availability of the service Availability of specialist Price of the ancillary service Professional fees Accessibility of the hospital

Positional Map

Price/ classification Matrix

A B C D

High price

Low Price

TMC CLINICS

Mission hospitalHolylife hospital

Price vs. service

VRP

Holylife positioning is shown in this map

In terms of cost

HolylifeHospital

St Therese

MissionHospital

PCGH RMC MedCity

VRP

Board and Lodging

ProfFeeLaboratory CBCX ray2 D echoLocation

4. Identify the gap between customers and competition

Holylife Hospital is a primary hospital which offers complete primary health care service within reach of the target market which is barangay Napico.

The gap between the patients is the location of the competitors, price of the service

Continuation gap between costumers and competition

Location of the competitors Price of hospitalization which

includes PF, lodging, and other services

Offers service to class BCD group of community

5a. Estimate the market size using competitor data

1. Consultation Fee ER. Tertiary hospital (Private)

A . 450.00 pesos adult ( 20/day) 3Million/year

2. Consultation Fee ER. Secondary hospitalA. 350 pesos adult (20/day) 2.3 Million/ year

3. A total of 48,000 population barangay NAPICO

5. Market Size a total 48,000 population lives in

barangay NAPICO.

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The Marketing Mix Strategy

Part 2:Steps 6 to 10

6a. Photos of different hospital competitors

Clinic

6b. Product Description

Holylife Hospital is a two story building, 2 ER beds, 8 beds capacity primary hospital, duly accredited by DOH, a member of PHA soon 2011 Philhealth accredited.

4 internist2 pulmonogist, 1 cardiologist, 2

surgeons, 4 pediatricians, 2 OB gyne,

Continuation product description 2 ophthalmologist 1 cosmetic surgeon Level 2 Laboratory, 300 MA X ray,

minor OR, DR.

7. Price

service Holylife hospital

Competitor secondary hospital

Tertiary hospital

Room accommodation ward

400/day 550/day 800/day

Professional fee

300-350 OPD 350-400 500

LAB : CBC 250 250 500CXR ADULT: 150 200 550

8a. Promo

Advertising use fliers, posters, brochures. Sales Promotions discount on laboratory

procedure Public Relations lectures at the barangay

level Direct Marketing person to person Personal Selling give samples to patients.

8a. Promo

Samples

Continuation promo Holylife Hospital : advertisements,

sales discount in services, person to person, lectures at barangay hall, telecommunication, news paper, fliers, posters, stickers posted on side of the tricycle.

8b. Competitor’s promo

Tertiary Hospital : advertisements, news papers, fliers, HMO, TV, posters, lectures, and websites.

Secondary Hospital : advertisements, news papers, fliers, posters, HMO, lectures, and websites.

8c Competitor’s promo

TV ads, fliers, poster located along the side streets, sales promo, postgraduate study(tertiary), websites.

9. Location of the hospital President Quezon st,Life Homes

subd, Barangay Rosario, Pasig City. With its close vicinity from the

barangay, the hospital is located along the main exit of the subdivision’s main road.

10. Winning Strategy Holylife Hospital main strategy is

to dominate the health care system of the entire barangay NAPICO. Competitive price of services Location of the hospital, accessibility Excellent, completeness of the

ancillary services, comfort, approachable consultant and specialist.

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SUMMARY

Ten steps marketing plan(Holylife Hospital)

5 Steps for Part 1(PTM and positioning)

1. Barangay NAPICO(PTM)2. Health care system (NWE)3. Primary and secondary Hospitals,

private clinics (competitors)4. Accessability, affordability (gap)5. 48,000 population, Class BCD

(3Cs)

5 Steps for Part 2(Marketing Mix & Strategy)

6. Holylife Hospital7. 20% lower price8. Uses advertisements, lectures,

person to person, sales promo 9. Located at the main exit of the

subdivision10. Uses low cost of health service

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10 STEP Marketing Plan for (HOLYLIFE HOSPITAL)

JESUS B. ACANTILADO,MD, DPPSJUNE 19,2010