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