1. Christina C. Cabrera November 30, 2010 10 Step Marketing Plan for The Medical City: PSYCHIATRY DEPARTMENT ASM+PH Psychiatry Department

2. 5 Steps for Part 1 TMC Psychiatry Department PTM are posh Who want both comfort, confidentiality, and luxury Can choose to go to Psychiatry departments of other private hospitals in the City, Psychiatric facilities like MetroPsych, or independently run camps in the nearby provinces. Gap lies in the fact that most Psychiatric facilities deliver basic services which would include pahrmacotherapuetics and a plain facility that can house patients. Market size is not very well researched, given the nature of Psychiatry and the state of research in the country. TMC Psychiatrys niche would comprise the upper segment of society in need of psychiatric services. 3. 5 Steps for Part 2: Marketing Mix and Strategy Product: - Psychiatry Department: A psychiatric facility offering OPD services, in house wards, and floor service. Price: one of the most expansive facilities in the country Promo: Used the general promotions of the The Medical City (print ad) Place: Services limited to patients willing to go to the hospital Generic Winning Strategy: Uses a niche approach to win 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5 5. Step 1- TMC Psychiatry Department PTM are posh Demographics (age 13 or older, M/F, Social Class A, Single/Married) They can be students, employees, businessmenbasically they are people who are willing to spend money to ensure that they have a healthy mind and have a little bit of hospital luxury Behavior They are the ones who visit psychiatrist in The Medical City MATI, in an outpatient basis when they have psychiatric concerns 6. Step 2- PTMs Needs, Wants and Demands PTM posh Who want comfort confidentiality Furthermore, they choose TMC Psych Department because want luxury, and they want to feel like they they are not away from home A luxurious place where they can be properly cared for A medical environment that is warm and caring, where everyone knows your name Therefore, it will not only offer you a safe facility to stay in, but a caring environment where you can heal your mind. 7. Influencing Buyer/Patient Behavior Psychiatric patients have needs that go beyond physiological and safely needs, they also need to feel like they are part of a medical team Patient as partners They choose TMC Psychiatry over others because of credibility, accessibility, quality of services, and caring environment They expect clean, comfortable and luxurious boarding, quality health services and an environment that is warm and conducive to healing 8. Patients needs go beyond basic physiological and safety needs. They want to feel like they are partners. 9. Step 3- Competition and Competitive Position Map Direct: Makati Medical Center Psychiatry Department, St. Lukes Psychiatry Department, Asian Hospital Pychiatry Department, Metropsych Facility Support camps that are held in the nearby provinces (like Batangas), Counselors, Rehabilitation Centers Variables: Age, Price, Convenience, Availability, Brand 10. Position map (price vs. age) TMC Psychiatry Department is big on the 25 49 yrs, high priced sercvice Price/ Age Matrix 0-13 yrs 13 - 24 25 - 49 50 yrs up High Price Low Price TMC - PD TMC - PD TMC - PD TMC - PD Metrops ych StLukes Makati Med 11. Positioning vs Brand Matrix TMC Psych Makati Med St. Lukes MetroPsych Basic Services Security, Confidentiality Good Food Luxurious boarding Quality ancillary medical service 12. Step 4- What is the gap, the opportunity and how will you position (based on the gap in the competitive positioning map) The marketing opportunity lies in the need for a psychiatric facility that offers not only quality medical services but it also goes beyond basic psychiatric set-up There is need for a facility that could offer security and comfort, where patients are partners Instead of making the psychiatry facility appear daunting, The Medical City Psychiatry Department offers an environment conducive to healing of the mind. Others focus on basic psychiatric services and does not offer a homey environment 13. Step 5- Market Size: the 3 C perspectives Customer There are a number of psychiatrist in MATI, and majority of their patients prefer the Medical City Psychiatry facility Company Has 21 beds Always running on full capacity Competition Private Facilities like MetroPsych have bigger bed capacity 14. Step 6- Product: What is the product. How many variants does it have. How does it look in the shelf vs. competitors Insert picture Medical City Psychiatry Department is located on the LG floor of Medical City Double doors 21 bed capacity Comfortable beds Fully Air-conditioned Specialized Staff (watcher) 15. Step 7- Promo Promoted through direct marketing Referral from MATI physicians Word of mouth 16. Step 8- Price: How is the product priced vs. competition. If the product has several variants and sizes, how is it generally priced (premium, parity or discount) Price of services is higher compared to most competitors Consultation would start at PhP 2000 Ward rate would be ~ 2, 500 List of different services are priced differently depending on where the patient is (ward, floors, OPD) A premium is placed on higher room rates 17. Step 9- Place- Where is the product distributed? How does it reach the customers? The MedCity Psychiatry Department offers its services through wards, floors and outpatient Admitted patients could fall under floors or wards They offer outpatient services and these sessions are conducted just outside the facility 18. Step 10- Generic winning strategy Niche There is a need for a facility that offers quality services with perks like nice and comfortable interiors, warm staff. This is a place for those who are willing to pay extra for extraordinary healing experience and luxury. 19. Summary TMC Psychiatry Department PTM are posh Who want both comfort, confidentiality, and luxury Can choose to go to Psychiatry departments of other private hospitals in the City, Psychiatric facilities like MetroPsych, or independently run camps in the nearby provinces. Gap lies in the fact that most Psychiatric facilities deliver basic services which would include pahrmacotherapuetics and a plain facility that can house patients. Market size is not very well researched, given the nature of Psychiatry and the state of research in the country. TMC Psychiatrys niche would comprise the upper segment of society in need of psychiatric services. 20. Product: - Psychiatry Department: A psychiatric facility offering OPD services, in house wards, and floor service. Price: one of the most expansive facilities in the country Promo: Used the general promotions of the The Medical City (print ad) Place: Services limited to patients willing to go to the hospital Generic Winning Strategy: Uses a niche approach to win 21. Christina C. Cabrera November 30, 2010 10 Step Marketing Plan for The Medical City: PSYCHIATRY DEPARTMENT ASM+PH Psychiatry Department