Marketing product plan umayam v illanueva

transcript

OMC (ORTHOPEDIC MULTISPECIALTY CENTER) THE MEDICA

Umayam, Irene Rose Inanama

Villanueva, Maria Katherine1

A Taste Of Class for the Empowered

WomanFrom Aclasta

OsteoporosisDisease of an organ, problem of all Most common metabolic bone disease Affects both men (20%) and women

(80%) In the next century, 50% of hip fractures

will occur among Asian women After age 50 years, 20% of Asian women

will have osteoporosis

Aclasta

zoledronic acid Bisphosphonate reduce the turnover of bone

Orthopedic Multispecialty Center at TMC Several multispecialties ADULT – Osteoporosis Treatment: Aclasta Infusion (Zoledronic

Acid) Once a year shot Price is comparable to daily oral

medications

5 Steps for Part 1 (PTM and Positioning)1. OMC’s PTM is the Empowered Woman2. What the Empowered Woman needs

and wants3. The choices of the Empowered Woman4. Gap is all other brands focus on giving

treatment but not convenience.5. The market size is around 14,000.

5 Steps for Part 2

1. OMC provides Aclasta Infusion for osteoporosis.

2. OMC has a premium price.3. Should use newspaper ads, posters and

events in nearby villages, maintain old clientele

4. Referred by consultants from TMC5. OMC’s strategy is differentiation to

provide convenience

Part 17

Step 1. OMC’s PTM is the Empowered Woman

Demographics 50 years and older, female, social class AB

Lifestyle “On the go” women – pro-active, conscious,

and aware Behavior

Those who want to feel empowered by taking care of their health

Those who seek for the most effective treatment and care for osteoporosis

Step 2. PTM’s Needs, Wants and Demands

I want to prevent/treat

my osteoporosis

I want to live a productive & healthy life

I want to know what’s

going on inside my

I want to age with grace and beauty

I want to do more even if I’m

Step 2. PTM’s Needs, Wants and Demands What the Empowered Woman needs

To have the best treatment for osteoporosis

Empowered Woman choose OMC over others Convenience, Expertise, brand of TMC, JCI-

accredited What the Empowered Woman expects

Improved bone condition, maintain active lifestyle, better compliance

Extra Service is worth the extra price

3a. OMC has many competitors Direct: Capitol Medical Center, The

Health Cube, PGH Indirect: Oral Bisphosphonates,

Calcium and Vitamin D, Milk Variables: Age, Price, Range of Service,

Convenience, Brand

Step 3B:Competitive Position Map

Price/service matrix

Poor Fair Good Excellent

High price

Low Price

TMCOMC

SLMCMMCCMC THC

Step 4:OMC distinguishes itself from the rest. OMC is the institution

Trusted for Aclasta (zoledonic acid) infusions.- For better bones- For postmenopausal women

A one-stop shop for all your orthopedic needs.

Where patients are partners. 1 of the 3 JCI-accredited hospitals in the

Philippines

Step 5A:Market size

19.8% of urban postmenopausal women have osteoporosis but mostly from low income families (Miura, S. et al, 2007)

3.6M population of Pasig, Mandaluyong and QC

57% female 3.5% upper class 14, 000 market size for

osteoporosis treatment

Step 5A:Market size

Based on historical sales (number of infusions) 2007: 23 2008: 33 2009: 46 2010 (july): 35

Step 5b:OMC share is more than 60%

Sales for 2009: P1.32 M Claims to have more clients than

other institutions. More than 60% of those who seek

Aclasta go to OMC for its infusion.

Step 5C:Consumer Data

Women aged 15 to 64 comprise 50.64% of the Philippine population

The middle-class Filipino spends an average of $68 (approx P2900) on health care

Average cost for treatment of osteoporosis: $2500

Cost of screening (ultrasound) for osteoporosis At the OMC, it’s FREE

The Marketing Mix Strategy

Part 2: Steps 6 to 10

5 Steps for Part 2

2. OMC has a premium price.3. For the Empowered Woman4. Referred by consultants5. OMC for the WIN

6a. When you say Orthopedics and Osteoporosis… Makati Med St. Luke’s TMC

6a. Other infusion centers

Capitol Medical Center The Health Cube PGH

6b. OMC offers Aclasta Infusion for Osteoporosis. Orthopedic Multispecialty Center is a

venue where TMC can showcase the capability of the Orthopedics Department through its subspecialties.

OMC is the base for visiting specialty consultants

Serves as the entry point of patients in TMC

Has been functioning for almost 3 years

Offers services in six subspecialties Hand and microvascular surgery Joint replacement surgery (arthroplasty) Spine surgery Sports medicine and arthroscopy Adult orthopedics Pediatric orthopedics

6b. OMC offers Aclasta Infusion for Osteoporosis. Is currently under reconstruction in

terms of the physical space and marketing strategy

Relaunch OMC in 2011 Focus on certain diseases of each

subspecialty Osteoporosis under OMC-Adult Aclasta shots require other diagnostic

tests before infusion (ex: Creatinine) La-Z Boy, Airconditioned, with cable TV Attended by a nurse

7. OMC has a premium price. Price of Medicine + Nurse’s Fee + IV Set

= 30,000 (average price) Highest price Other institutions:

Price of Medicine is fixed = P24,000 TMC’s prices are comparable with other

leading health institutions in the country. Free screening (ultrasound)

8a. Promo for the Empowered Woman Change the name

Orthopedic Multispecialty Center Center for Excellence in Bone and Joint

Disorders

Center for Excellence in Bone and Joint Disorders

8a. Promo

Advertising1. Launching party2. Poster at TMC entrance3. Handouts regarding Osteoporosis4. Newspaper Ads 5. Events/ Posters/Flyers in nearby upper

class villages

8a. Promo

Sales Promotions1. Osteoporosis Package

Free screening Discounted initial consult Subsidized screening for DEXA in exchange

for Aclasta treatment Discount on Next Aclasta Treatment Freebies such as Calcium Supplements with

Aclasta Treatment Loyalty points

2. Osteoporosis/ Aclasta Talk

Public Relations Potential Clients

Nearby Villages, Advertise in community classes (like in Tai-Chi, Ballroom)

Talk to TMC Consultants in OB, Ortho, Endocrinology and Wellness to suggest product as possible treatment for osteoporosis

Lay forum on Osteoporosis near TMC fountain

Public Relations Old Clients

Discounts on next aclasta shotsFreebies Birthday GreetingsClient ProfileReminders for next treatment

8a. Promo

Direct Marketing Improve ambiance for treatment Remind consultants about the infusion

treatment at OMC

8b. Competitor Promo

The Health Cube 1st Infusion Center

Competitor’s Promo33

Leading in Spine Surgery First Tissue & Bone Bank in RP

Fitbone technology

Most affordable services

9. OMC is referred by TMC consultants. The Medical City, Ground Floor Patients go to TMC and have their

infusion for 45 mins to 1 hour Referred by consultants (TMC) Cash only

Step 10: Going for the WIN(Differentiation) OMC’s game plan is to become the

leading center for osteoporosis screening, diagnosis, and treatment among Empowered Women.

It benefits from The Medical City’s good reputation in giving quality health care services.

10. OMC’s strategy: Differentiation OMC’s strategy is to differentiate itself

by offering the best services, convenience in terms of diagnostic abilities and consultants, and accessibility since most of the clients live nearby.

It benefits from the referrals from consultants at TMC.

Has an excellent premium priced infusion center for those who have the cash for a once a year shot.

Summary37

5 Steps for Part 1 (PTM and Positioning)1. OMC’s PTM is the Empowered Woman2. What the Empowered Woman needs

and wants3. The choices of the Empowered Woman4. Gap is all other brands focus on giving

treatment but not convenience.5. The market size is around 14,000.

5 Steps for Part 2

2. OMC has a premium price.3. Should use newspaper ads, posters and

events in nearby villages, maintain old clientele

4. Referred by consultants5. OMC’s strategy is differentiation.

10 STEP MARKETING PLAN

OMC (ORTHOPEDIC MULTISPECIALTY CENTER)

ACLASTA INFUSIONTHE MEDICAL CITY

NOV. 30, 2010

Maria Katherine Villanueva40

Marketing product plan umayam v illanueva

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