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10 STEP Marketing Plan for MISSION HOSPITAL and AMBULATORY SURGERY CENTER

DR. Roel Tito A. MarcialJune 19, 2010

Mission HospitalPTM and Positioning

1. PTM are class B patients2. Who want to feel good and confident3. Can choose Hospitals and

Ambulatory Centers4. Gap is all other hospitals and

ambulatory centers 5. The market size is P170 million and

target niche is P85 million

Mission HospitalMarketing Mix & Strategy

6. Hospital that offers Quality Health Care nearest their area

7. Is 100% affordable8. Uses newsletters, website,

billboards, community outreach programs

9. Is available locally10. Uses a niche approach to win

1.Mission Hospital primary target market (PTM) are the class B patients

Demographics (21-60, F, social class B, single/married)

Lifestyle ( working already ) Behavior (family’s gatekeeper

who is usually a female member who wants the best healthcare for their family)

I want the best healthcare

I am complete when I haveA nearby quality hospital

2. My PTM’s NWE

Class B needTo feel complete, healthwise, Self-Esteem

Class B choose Mission Hospital over other hospitals and ambulatory centers because of ….

Quality healthcare that is accessible, acceptable, adequate and affordable of Mission Hospital; Department of Health and PhilHealth accredited

Social Class B expect when they go to Mission Hospital that they will be greeted by courteous and friendly employees,nursing staff and doctors

3a. Mission Hospital has many formidable competitors

Direct: Medical City, Manila East, St. Therese, Taytay Doctors, Alfonso Specialist, Mary Immaculate, Mother Regina

Indirect: Holylife polyclinic, nearby clinics and laboratories

Variables- competitiveness of rates,

accommodation of staff

Mission H. is only #3 in niche: Class B patients

Mission H

Medical City

Manila East

St. Theres

e

Alfonso Speciali

st H.

Class A

Beam

Class B

Class C and D

lClass vs. Brand Matrix

3b. Mission H. unique positioning is shown in this competitive map

The ratings of the competitors used Mission Hospital as the baseline and were according to the perception of patients.

Hospital Competence of Doctors

Competitiveness of rates

Accommodation of Staff

Cleanliness/ Presentation

The Medical City

Manila East

St. Therese

Alfonso Specialist

Mother Regina

Mission Hospital

4. MH positions strongly in a niche market opportunity

Mission Hospital is the only secondary hospital Offering excellent healthcare that is affordable

with a clean and green ambiance For social class B who want to feel secured health-wise knowing

that there is an accessible health facility nearby

Others are far from their place, high price, caters to a different segment either class A or class C and D

5a. Based on competitor data, class B market is approximately P170 million

SOURCE: http://www.manilatimes.net/national/2006/oct/25/yehey/business/20061025bus6.html

5b. Estimate the market size using company data

1. Mission Hospital has an average income of 46 million pesos

2. Estimated market share on class B patients is only 4.6 million pesos

6a. Photos of the different Hospitals

6b. Product Description

Mission Hospital is a secondary cooperative hospital that offers excellent quality healthcare with its competent doctors, courteous staff, competitive rates, clean and green atmosphere and accredited by Philihealth and various HMO’s.

40-bed hospital that provides general medical/surgical services and ambulatory surgery

Located strategically along Ortigas extension

7. Price- Mission Hospital has the lowest hospitalization rate General Surgery, Obstetrics and

Gynecology, Pediatrics, Internal Medicine, Dialysis, Laparoscopic Surgery

Mission Hospital is at least 30% lower among its direct competitors

8a. Promo

OUR MISSION ISY YOUR

HEALTH

8b. Competitor promo

9.Mission Hospital is located strategically along Ortigas Ext. Pasig City

Near subdivisions, villages, townhouses and condominiums

Supermarkets, Known fastfood outlets Antipolo, Taytay, Cainta, Angono,

Marikina

10. Mission Hospital is a niche leader

Mission Hospital’s main strategy is to dominate the niche market of social class B

It benefits from its strategic locationOffering excellent quality healthcare

that is accessible, acceptable, adequate and affordable

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SUMMARY

10 step Marketing Plan for Mission Hospital

Mission HospitalPTM and Positioning

1. PTM are class B patients2. Who want to feel good and confident3. Can choose Hospitals and

Ambulatory Centers4. Gap is all other hospitals and

ambulatory centers 5. The market size is P170 million and

target niche is P85 million

Mission HospitalMarketing Mix & Strategy

6. Hospital that offers Quality Health Care nearest their area

7. Is 100% affordable8. Uses newsletters, website,

billboards, community outreach programs

9. Is distributed locally10. Uses a niche approach to win

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10 STEP Marketing Plan for MISSION HOSPITAL and AMBULATORY SURGERY CENTER

DR. Roel Tito A. MarcialJune 19, 2010