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10 Step Marketing Plan forThe Medical City –

Emergency Department

Timothy Joseph AbadAteneo School of Medicine & Public

HealthNovember 2010

5 Steps for Part 1(PTM and positioning)

People who suffer accidents and needs immediate medical care

Who wants their symptoms to be addressed quickly and with accuracy

Can choose any hospital with an emergency room

Gap is that ERs in other hospitals focuses on individual patients and not bulk patients

Target market is any company near the Pasig Area

Primary Target Market

Any company that wants health care coverage for their employees

Employees who wants to work in companies with a good health coverage

Companies and employees who want to have medical treatment round the clock

Behaviour: Companies: Want a healthy work force Employess: Want to work as quickly as they can

Influencing Buyer Behaviour

Employee: I need a company that can give me health insuranceCompany: I need a healthy workforceEmployee: I need to be healthy to work better and earn moreCompany: I need employees that are healthy so I can have more profit

Employee: I need to know that the company appreciates my contributions and that they will take care of me

Step 3: Competition and Competitive Position Map

Direct Competitors: St. Luke’s Medical Center, Makati Medical Center, Asian Hospital

Indirect Competitors: Small hospitals and clinics, Company-based clinics

Competitive Position MapLocation Brand Price Ties with

Companies/HMOs?

1) The Medical City

ER

Convenient for Pasig Residents

Trusted 980 pesos Yes

2) St. Luke’s Medical Center

Convenient for Quezon City and Makati Residents

Trusted 1000 pesos

None

3) Makati Medical Center

Convenient for Makati

Residents

Trusted 1030 pesos

None

4) Asian Hospital

Convenient for Muntinlupa/

Alabang Residents

Trusted 1200 pesos

None

Step 4: Partnering with Companies

Companies and their employees want the same thing:

a healthy workforce Less disruption from work

By partnering with companies, we serve both the company and the employees working in it.

Companies want a healthy work force. This would also serve in attracting employees

Employees want a good health coverage Eliminating the middle men (HMOs)

Step 5: Market Size

Customer: Big Companies willing to offer a health care package to their employees

Company: Medical City – Emergency Room Department

Competition: Other Hospitals, HMOs

THE MARKETING MIX STRATEGY

Step 6: Product

The Medical City Special Services:“The Emergency Department is a 24-

hour service department principally dedicated to immediate and

competent first contact care of patients whose conditions require

prompt attention. “

Product Competitors

Makati Medical Center Emergency Medicine:

At the frontline of medical careMakati Medical Center´s Emergency

Department is always ready to provide treatment for patients with acute illnesses

and injuries that require immediate medical attention. With state of the art diagnostic equipment and a full arsenal of the latest treatment modalities our highly trained

emergency medicine specialists are fully capable of helping patients with all kinds of

medical needs.

Product Competitors

Asian Hospital Emergency Medicine: Providing high-quality emergency

care   Asian Hospital and Medical Center’s Department of Emergency

Medicine provides high-quality care to patients whose life is seriously

threatened by disease or trauma.   Patients receive prompt and personalized attention from our team of highly trained

emergency medicine specialists and experienced, compassionate nurses and

caregivers.

Product Competitors

St. Luke’s Medical Center:

The St. Luke’s Emergency Department is composed of a group of adult emergency physicians trained in Emergency

Medicine and pediatric specialists with a background in Pediatric Emergency. The Emergency Room sees about

30,000 – 40,000 adults and 12,500 - 15,000 children annually. The Emergency Department can handle medical, surgical and toxicologic emergencies in adults and children

24 hours a day. It is well staffed and equipped with personnel trained in the latest guidelines for adult and

pediatric resuscitation. The latest in diagnostic modalities and therapeutics can be made available to patients on a

timely basis.

Competition

Not all of the competition, including the TMC, has not yet focused on partnering with companies

HMOs are indirect competitors at this point since they are already attaching themselves to other companies

Step 7: Promo

Step 7: Promo

Target the big companies, the small ones will follow Have meetings with the company and

present offer If an agreement is in place, let

companies handle the promos

Step 8: PriceLocation Brand Price

1) The Medical City ER

Convenient for Pasig Residents

Trusted 980 pesos

2) St. Luke’s Medical Center

Convenient for Quezon

City and Makati

Residents

Trusted 1000 pesos

3) Makati Medical Center

Convenient for Makati Residents

Trusted 1030 pesos

4) Asian Hospital

Convenient for

Muntinlupa/ Alabang

Residents

Trusted 1200 pesos

Step 9: Place

Step 10 Winning Strategy

Target the companies Companies will target the employees

Stress importance of working together

Stress mutual benefits for both parties

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10 Step Marketing Plan forThe Medical City –

Emergency Department

Timothy Joseph AbadAteneo School of Medicine & Public

HealthNovember 2010