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10 Step Marketing PlanTHE MEDICAL CITY: WELLNESS AND AESTHETICS CENTER
CATACUTAN, Angelo MartinEVANGELISTA, Jessica Anne
LEE, JeunesseLEGARDA, Jose Eduardo
UY, Justine Alessandra
JANUARY 12, 2011
1. PTM is the MODERN WORKFORCE2. To PRIORITIZE health promotion and
disease prevention3. Wellness and aesthetics centers OUTSIDE
such as Belo, SLMC, Asian Hospital, etc.4. The gap is on the LACK OF A ONE-STOP
SHOP5. The MARKET SIZE is PhP 3.2 billion
FIRST FLIGHT OF STAIRSPOSITIONING TO THE
TARGET MARKET
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110 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
6. Offers a variety of health check-up PACKAGES
7. At 25-50% premium, QUALITY trumps quantity
8. Uses word of mouth, celebrity endorsement, TV, print & online ADVERTISING
9. Found in THE MEDICAL CITY, Ortigas Ave. Pasig City
10.Uses a NICHE approach to succeed!
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610 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
SECOND FLIGHT OF STAIRS
THE MARKETING MIX STRATEGY
POSITIONING TO THE TARGET MARKET
First Flight of Stairs
PTM ages 25-45 years old
social class ABC
Lifestyle fast-paced, independent
Behavior wellness is a priority
beauty and sexy are “in”
Health services for the MODERN
WORKFORCE
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110 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
To PRIORITIZE health promotion and disease
prevention
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I want to LIVE
LONGER!
I want to ENJOY LIFE!
I want to BE
LOVED!
10 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
Wellness and aesthetics centers OUTSIDE
DIRECT COMPETITORS
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110 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
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110 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
Wellness and aesthetics centers OUTSIDE
INDIRECT COMPETITORS
Hospital name Physician’s competency Price Accessibility Time spent on check-up Occasion of use Technology 5
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10 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
Wellness and aesthetics centers OUTSIDE
VARIABLES
Price / Age Matrix
10-19 years old
20-59 years old
60 and older
High Price
Low Price
COMPETITIVE POSITION MAPS
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Belo
TMC
SLMC
TMC
SLMC
TMC
SLMC
Belo
Belo
Asian Hospi
talAsian Hospit
alAsian Hospit
al
Calayan
Calayan
Calayan
10 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
TMC Wellne
ss
Asian Hospit
al
St. Luke’s – Global City
Belo
Calayan
Medical Consult
Dermatologic Services
Dietary / Nutrition Services
Physical Medicine and Rehabilitation
Psychiatric Consult
Youth-exclusive Packages
Aesthetic Surgical Services
Laboratory Services
Radiologic Services
TMC Wellness and Aesthetics Center’s EDGE:
ALL SERVICES ARE PACKAGED
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110 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
1. Create a niche market of HEALTH INTELLECTUALS
1. Individualized packages, unique to the needs of the client.
2. Attract more FINANCIALLY CAPABLE clients
The gap is due to LACK OF ONE-STOP
SHOP
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WELLNESS AND AESTHETICS CENTER
2009 Annual Sales = PhP 1.3 B TMC Aesthetics Center: 5% =
PhP 65 M Estimated Aesthetics Surgery
Market Share: 2% Total Aesthetics Surgery Market = PhP 3.2 B
The MARKET SIZE is PhP 3.2 billion
COMPANY DATA
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110 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
Annual Sales = PhP 800 M Estimated Aesthetics Surgery Market Share: 30% = PhP 30 M
Total Aesthetics Surgery Market = PhP 2.67 B
The MARKET SIZE is PhP 2.67 billion
COMPETITOR DATA
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110 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
Total Population = 95 M Age group = 40 M Social class ABC = 6 M Will avail of services = 300,000 Once in how many years = 30 years Average price per procedure = 30,000 Market Size = PhP 300M
(300,000/30)*30,000
The MARKET SIZE is PhP 300 million
CONSUMER DATA
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110 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
THE MARKETING MIX STRATEGY
Second Flight of Stairs
Health check-up PACKAGES
ADOLESCENT (10-19Y)
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610 Step Marketing Plan
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Health check-up PACKAGES
ADULT (20-59Y)
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Health check-up PACKAGES
GERIATRIC (>60Y)
OUT-PATIENT VS. IN-PATIENT
Health Check Package
Out-patient
In-patient
Room rates
The Essentials P 19,400 P 20,050
Deluxe Room = P 4,000Premiere Suite = P 6,500Executive Suite = P 9,500Wellness Suite = P 12,000Couple’s Room = P 5,000 (per patient)
Senior Male Evaluation 23,020 23,670
Lady Care I (<45 Y) 27,290 27,940
Lady Care II (>45 Y) 25,785 26,435
Platinum 1 Male (60-79 Y)
27,925 28,575
Platinum 2 Male (>80 Y)
26,775 27,425
Platinum 1 Female (60-70 Y)
30,090 30,740
Platinum 2 Female (>80 Y)
22,710 23,360
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At 25-50% premium, QUALITY trumps
quantityService TMC SLMC Belo Calayan
Hair Removal
P 2,690 P 3,500 P 4,460 P 4,000
Procedure X P 100,000 P 120,000
P 60,000 P 50,000
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The prices of minor procedures in TMC are actually competitive.
However, for major procedures, TMC’s price is at a premium higher than Belo and Calayan but slightly lower than SLMC.
10 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
WORD OF MOUTH
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Utilizing the power of the
walking-talking advertisement!
CELEBRITY ENDORSEMENT
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Dina Bonnevie
TALK TO DOCS
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PRINT ADVERTISEMENT
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ONLINE ADVERTISEMENT
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WELLNESS AND AESTHETICS CENTER
THE MEDICAL CITY
ORTIGAS AVE. PASIG CITY
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Uses a NICHE approach to succeed!
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FocusedPatient-centered Individual-based
“With the Center´s Wellness & Aesthetics Program, every
approach is made personalized, as it
responds to the patient’s uniqueness at the level of
his own health history. ¨Every diagnosis is
personal. One treatment does not fit all patients.”
Dr. Rolando BalburiasMedical Director, TMC Wellness and
Aesthetics Center.
SUMMARYThe Grand Staircase
1. PTM is the MODERN WORKFORCE2. To PRIORITIZE health promotion and
disease prevention3. Wellness and aesthetics centers OUTSIDE
such as Belo, SLMC, Asian Hospital, etc.4. The gap is on the LACK OF A ONE-STOP
SHOP5. The MARKET SIZE is PhP 3.2 billion
FIRST FLIGHT OF STAIRSPOSITIONING TO THE
TARGET MARKET
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110 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
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610 Step Marketing Plan
WELLNESS AND AESTHETICS CENTER
SECOND FLIGHT OF STAIRS
THE MARKETING MIX STRATEGY
6. Offers a variety of health check-up PACKAGES
7. At 25-50% premium, QUALITY trumps quantity
8. Uses word of mouth, celebrity endorsement, TV, print & online ADVERTISING
9. Found in THE MEDICAL CITY, Ortigas Ave. Pasig City
10.Uses a NICHE approach to succeed!
RECOMMENDATIONSRenovations for the Staircase
VISUAL AIDS and EDUCATIONAL MATERIALS such as brochures and posters should be available, not only in hospital premises, also in the SATELLITE CLINICS.
Partnership with HMOs should be strengthened by negotiating OPTIMUM FINANCIAL COVERAGE of the Wellness and Aesthetics Center’s services.
RECOMMENDATIONS
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There remains an untapped growing market for MEDICAL TOURISM and marketing can be focused on strategies to penetrate it.
RECOMMENDATIONS
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10 Step Marketing Plan
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10 Step Marketing PlanTHE MEDICAL CITY: WELLNESS AND AESTHETICS CENTER
CATACUTAN, Angelo MartinEVANGELISTA, Jessica Anne
LEE, JeunesseLEGARDA, Jose Eduardo
UY, Justine Alessandra
JANUARY 12, 2011