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10 STEP Marketing Plan for Healthy Skin Clinic

Vince Adrian M. OracionAugust 2015

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer

1. PTM: People who want healthy skin2. N: Health, W:Quality D: Affordable,

Access, Assurance3. Belo, DermClinic, Let’s Face it, etc4. Gap: Location5. Market size: Wide

Steps 1 to 5Healthy Skin

6. Dermatological services7. At par with other clinics 8. Word of mouth, partnerships9. Near schools and offices 10. Niche approach

Steps 6 to 10

Health is wealth

1. People want healthy skin Demographics (Age range: 16-65,

males and females, social class ABC) Studying or working Behavior (consult if with problem,

walk-in if interested, follow up for maintenance and when available (after school or office hours or at the weekend)

2. My PTM’s NWD

Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the

product

Describe your PTM needs

7Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

2. PTM’s needs, wants & demands Needs: College students and office workers need

to belong, be loved, gain self-esteem, and achieve self actualization

Wants: They prefer Belo or DermClinic or Private Clinics because of credibility and awareness. They prefer Let’s Face It for affordability.

Demands: The service should be affordable, easy to access, and assured of quality

3a. Healthy skin has many competitors Direct: Belo, Let’s Face it, private

clinics, tertiary hospitals Indirect: glutathione, make-up Variables: Age, Affordability, Ease

of access, Quality assurance, Credibility, Empathy, Bedside manners

High end services with reasonable services

Functional Benefit

Belo Medical Group

Let’s Face It Healthy Skin Clinic

Cosmetic surgery procedures

✓ ✓

Non surgical rejuvenation

✓ ✓ ✓

Lasers and light treatment

✓ ✓

Body treatment and contouring procedures

✓

Injectactables and weight management

✓ ✓

Peels ✓ ✓ ✓

Cleaning and Facial

✓ ✓ ✓

4. Healthy Skin Clinic is close to their target and away from competitorsCollege students and office workers need to find time

and travel for consultations to clinics. Healthy Skin Clinic is just around the corner.

Other clinics focus on celebrities but the clinic will cater to students, office workers, and everyone.

Healthy skin will provide exceptional service by having accredited professionals and accommodating staff.

Focus on having healthy skin moreover than just addressing symptoms.

Healthy skin for everyone.

5a. Market Size

NCR student and working population.

5c. Customer data

1. Usage per day or per year1. Walk-ins more during the weekends.2. Once per week or once per month

follow up of patients depending on their diagnosis.

6a. Competition Direct: Other skin clinics Indirect: Make up

6b. Healthy Skin Clinic Services

Clean and simple clinic design

With complete and quality equipment

7. Price Healthy Skin Clinic’s pricing is more

than low end skin clinics like Let’s Face It but less than High end clinic like Belo medical group.

Pricing is still affordable for social class A, B, and C.

Free first consultation. Package pricing for services and medication.

8a. Which of these modes does your product use?

Mass Personal1 Public Relations 1 Word of Mouth2 Sales Promotion 2 Interactive Marketing3 Events and Experiences

3 Personal Selling

4 Advertising 4 Direct Marketing

8a. Samples of Promo

Fliers given near the school and offices.Partnerships with school infirmary and company clinic.Discounts during school vacation and semestral breaks.Open even during holidays.

8b. Competitor promo

9. Place Where is your product available?

Near schools and offices Ateneo, La Salle, UST

NCR Makati, Taguig, Quezon City

10. Healthy Skin is a niche leader

Which of the 4 strategies are being used? Niche: Target the middle class.

Targeting students and office workers at their geographic area.

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SUMMARY

1. PTM: People who want healthy skin2. N: Health, W:Quality D: Affordable,

Access, Assurance3. Belo, DermClinic, Let’s Face it, etc4. Gap: Location5. Market size: Wide

Steps 1 to 5Healthy Skin

6. Dermatological services7. At par with other clinics 8. Word of mouth, partnerships9. Near schools and offices 10. Niche approach

Steps 6 to 10

Health is wealth