The 10 Step Marketing Plan
Rinah Elaisse R. DoloresAteneo School of Medicine and Public Health
Ateneo Graduate School of Business
1997 Edition
https://www.facebook.com/v65ASMPHMarkma
10 STEP
Marketing Plan for
HEALTHY CHOICE
MEDICAL CLINIC
Rinah Elaisse R. Dolores
August 2015
https://www.facebook.com/v65ASMPHMarkma
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
https://www.facebook.com/v65ASMPHMarkma
1. Clinic’s PTM are health-conscious working adults
2. PTM needs to be healthy in order to accomplish other things
3. Healthy Choice has many formidable competitors
4. Healthy Choice positions strongly in a differentiation market opportunity
5. Ambulatory Health Clinic market is P 6.5 billion
Steps 1 to 5
A healthy working class
https://www.facebook.com/v65ASMPHMarkma
6. What makes Healthy Choice different?
7. Healthy Choice is an affordable choice
8. Healthy Choice uses word of mouth, advertising events and experiences
9. Healthy Choice in malls nationwide
10. Healthy Choice differentiates
Steps 6 to 10
With the power for their own
body
https://www.facebook.com/v65ASMPHMarkma
1. Clinic’s PTM are health-
conscious working adults
19-60 years old, males and females, social class A, B, C, single/married
Working population, particularly the white- and pink-collared workers
Check-up at least once a year to a health care facility that can cater to almost all their health needs
https://www.facebook.com/v65ASMPHMarkma
2. PTM needs to be healthy in order to
accomplish other things
Self-Actualization Needs
(Self-Development
& Realization)
Esteem Needs (Recognition,
Status)
Social Needs (sense of belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I am happy with my well-being like when I am healthy
I need to be healthy
https://www.facebook.com/v65ASMPHMarkma
2. Workers have unique
needs, wants & demands
Needs: Workers need to be physiologically healthy and secured, gain self esteem and self actualization
Wants: Workers prefer Healthy Choice over other clinics because of its service, price, personalized experience and brand promise.
Demands: Accessibility, personalized and fast service where they can get all their health needs all in one place
https://www.facebook.com/v65ASMPHMarkma
3. Healthy Choice has many
formidable competitors
Direct: Healthway, Patient First, The Medical City Satellite Clinics, Borough Medical Clinic
Indirect: Wellness centers, Hospital Clinics
Variables: Age, Price, Service range, Accessibility, Brand promise of personalized and holistic biopsychosocial management
https://www.facebook.com/v65ASMPHMarkma
4. Healthy Choice positions
strongly in a differentiation market
opportunity
Healthy Choice is the only clinic that provides affordable, high-quality, holistic service that focuses on the biopsychosocial well-being of a patient
Traditional positioning focuses on addressing the biomedical aspect of a patient
Healthy Choice positions strongly in a differentiation market strategy
https://www.facebook.com/v65ASMPHMarkma
5a. Private medical activities
accounted for the biggest number
of establishments
https://www.facebook.com/v65ASMPHMarkma
2009 Survey of Tourism Establishments in the Philippines (STEP) for Health and Wellness : Final Results (https://psa.gov.ph/content/2009-survey-tourism-establishments-philippines-step-health-and-wellness-final-results)
5b. Total revenue generated by
hospital and wellness establishments
amounted to PhP62.8 billion.
• Total revenue generated by hospital and wellness establishments amounted to Php62.8 billion.
• Hospital and other similar activities earned the highest with PhP52.1 or 82.9 percent.
• Of the total revenue, PhP2.8 billion or 4.5 percent was generated from tourists.
https://www.facebook.com/v65ASMPHMarkma
5b. Total revenue generated by
hospital and wellness establishments
amounted to PhP62.8 billion.
https://www.facebook.com/v65ASMPHMarkma
2009 Survey of Tourism Establishments in the Philippines (STEP) for Health and Wellness : Final Results (https://psa.gov.ph/content/2009-survey-tourism-establishments-philippines-step-health-and-wellness-final-results)
5c. Consumer data indicates a
size of P 6.5 billion
1. Retail Clinics Hit 10 Million Annual Visits But Just 2% Of Primary Care Market (Japsen, B. (2015). Retail
Clinics Hit 10 Million Annual Visits But Just 2% Of Primary Care Market . Retrieved from: http://www.forbes.com/sites/brucejapsen/2015/04/23/retail-clinics-hit-10-million-annual-visits-but-just-2-of-primary-care-market/ )
2. In the US, there are 1.2 billion ambulatory care visits in a year (Centers for Disease Control and Prevetion. (2012).
Summary Health Statistics for U.S.Adults: National Health Interview Survey, 2012)
https://www.facebook.com/v65ASMPHMarkma
5c. Consumer data indicates a
size of P 6.5 billion
1. In a study, there is an average of 47, 364 out patient visits in a year (Tsilaajav, T. (2009). Costing study for
selected hospitals in the Philippines )
2. Cost per outpatient visit: Php 378; per emergency visit: Php552 (Tsilaajav, T. (2009). Costing study for
selected hospitals in the Philippines )
47 366 x 378 x 365 = P 6.5 billion
https://www.facebook.com/v65ASMPHMarkma
5. Concluded that Ambulatory
Health Clinic market is P 6.5
billion
1. Competitor data= Php 62.8 billion
2. Company data = Php 62.8 billion
3. Customer Usage data = P 6.5 billion
https://www.facebook.com/v65ASMPHMarkma
6a. Healthy Choice also in
malls nationwide
https://www.facebook.com/v65ASMPHMarkma
6a. Healthy Choice along with
other ambulatory health clinics
https://www.facebook.com/v65ASMPHMarkma
6b. What makes Healthy
Choice different?
Healthy Choice is the only clinic that provides affordable, high-quality, holistic service that focuses on the biopsychosocial well-being of a patient
https://www.facebook.com/v65ASMPHMarkma
7. Healthy Choice is an
affordable choice
Php 300 per consult
https://www.facebook.com/v65ASMPHMarkma
8a. Healthy Choice uses word of
mouth, advertising events and
experiences
https://www.facebook.com/v65ASMPHMarkma
1
2
3
8a. Word of mouth is still the
primary way of promotion
https://www.facebook.com/v65ASMPHMarkma
I had a very nice experience at HEALTHY CHOICE! You must come there too!
Really? Okay, I will!
8a. Healthy Choice at a glance
https://www.facebook.com/v65ASMPHMarkma
8b. Healthway tie ups with
banks
https://www.facebook.com/v65ASMPHMarkma
9. Healthy Choice in malls
nationwide
Healthy Clinic is accessible. It is located in different malls nationwide to cater different segments of the population
Cash and credit transaction
https://www.facebook.com/v65ASMPHMarkma
10. Healthy Choice differentiates
https://www.facebook.com/v65ASMPHMarkma
ALL PRESENT IN HEALTHY CHOICE!2009 Survey of Tourism Establishments in the Philippines (STEP) for Health and
Wellness : Final Results (https://psa.gov.ph/content/2009-survey-tourism-establishments-philippines-step-health-and-wellness-final-results)
10. Healthy Choice differentiates
https://www.facebook.com/v65ASMPHMarkma
Healthy Choice differentiates by providing a holistic biopsychosocialservice to all patients along with its accessibility and other facilities making it the number one go-to ambulatory clinic of Filipinos
SUMMARY
https://www.facebook.com/v65ASMPHMarkma
1. Clinic’s PTM are health-conscious working adults
2. PTM needs to be healthy in order to accomplish other things
3. Healthy Choice has many formidable competitors
4. Healthy Choice positions strongly in a differentiation market opportunity
5. Ambulatory Health Clinic market is P 6.5 billion
Steps 1 to 5
A healthy working class
https://www.facebook.com/v65ASMPHMarkma
6. What makes Healthy Choice different?
7. Healthy Choice is an affordable choice
8. Healthy Choice uses word of mouth, advertising events and experiences
9. Healthy Choice in malls nationwide
10. Healthy Choice differentiates
Steps 6 to 10
With the power for their own
body
https://www.facebook.com/v65ASMPHMarkma