marketing product plan umayam v illanueva
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Group Product PlanTRANSCRIPT
OMC (ORTHOPEDIC MULTISPECIALTY CENTER) THE MEDICA
Umayam, Irene Rose Inanama
Villanueva, Maria Katherine1
A Taste Of Class for the Empowered
WomanFrom Aclasta
OsteoporosisDisease of an organ, problem of all Most common metabolic bone disease Affects both men (20%) and women
(80%) In the next century, 50% of hip fractures
will occur among Asian women After age 50 years, 20% of Asian women
will have osteoporosis
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Aclasta
zoledronic acid Bisphosphonate reduce the turnover of bone
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OMC
Orthopedic Multispecialty Center at TMC Several multispecialties ADULT – Osteoporosis Treatment: Aclasta Infusion (Zoledronic
Acid) Once a year shot Price is comparable to daily oral
medications
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5 Steps for Part 1 (PTM and Positioning)1. OMC’s PTM is the Empowered Woman2. What the Empowered Woman needs
and wants3. The choices of the Empowered Woman4. Gap is all other brands focus on giving
treatment but not convenience.5. The market size is around 14,000.
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5 Steps for Part 2
1. OMC provides Aclasta Infusion for osteoporosis.
2. OMC has a premium price.3. Should use newspaper ads, posters and
events in nearby villages, maintain old clientele
4. Referred by consultants from TMC5. OMC’s strategy is differentiation to
provide convenience
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Part 17
Step 1. OMC’s PTM is the Empowered Woman
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Demographics 50 years and older, female, social class AB
Lifestyle “On the go” women – pro-active, conscious,
and aware Behavior
Those who want to feel empowered by taking care of their health
Those who seek for the most effective treatment and care for osteoporosis
Step 2. PTM’s Needs, Wants and Demands
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I want to prevent/treat
my osteoporosis
I want to live a productive & healthy life
I want to know what’s
going on inside my
body
I want to age with grace and beauty
I want to do more even if I’m
old.
Step 2. PTM’s Needs, Wants and Demands What the Empowered Woman needs
To have the best treatment for osteoporosis
Empowered Woman choose OMC over others Convenience, Expertise, brand of TMC, JCI-
accredited What the Empowered Woman expects
Improved bone condition, maintain active lifestyle, better compliance
Extra Service is worth the extra price
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3a. OMC has many competitors Direct: Capitol Medical Center, The
Health Cube, PGH Indirect: Oral Bisphosphonates,
Calcium and Vitamin D, Milk Variables: Age, Price, Range of Service,
Convenience, Brand
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Step 3B:Competitive Position Map
Price/service matrix
Poor Fair Good Excellent
High price
Low Price
TMCOMC
PGH
SLMCMMCCMC THC
Step 4:OMC distinguishes itself from the rest. OMC is the institution
Trusted for Aclasta (zoledonic acid) infusions.- For better bones- For postmenopausal women
A one-stop shop for all your orthopedic needs.
Where patients are partners. 1 of the 3 JCI-accredited hospitals in the
Philippines
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Step 5A:Market size
19.8% of urban postmenopausal women have osteoporosis but mostly from low income families (Miura, S. et al, 2007)
3.6M population of Pasig, Mandaluyong and QC
57% female 3.5% upper class 14, 000 market size for
osteoporosis treatment
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Step 5A:Market size
Based on historical sales (number of infusions) 2007: 23 2008: 33 2009: 46 2010 (july): 35
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Step 5b:OMC share is more than 60%
Sales for 2009: P1.32 M Claims to have more clients than
other institutions. More than 60% of those who seek
Aclasta go to OMC for its infusion.
Step 5C:Consumer Data
Women aged 15 to 64 comprise 50.64% of the Philippine population
The middle-class Filipino spends an average of $68 (approx P2900) on health care
Average cost for treatment of osteoporosis: $2500
Cost of screening (ultrasound) for osteoporosis At the OMC, it’s FREE
The Marketing Mix Strategy
Part 2: Steps 6 to 10
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5 Steps for Part 2
1. OMC provides Aclasta Infusion for osteoporosis.
2. OMC has a premium price.3. For the Empowered Woman4. Referred by consultants5. OMC for the WIN
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6a. When you say Orthopedics and Osteoporosis… Makati Med St. Luke’s TMC
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6a. Other infusion centers
Capitol Medical Center The Health Cube PGH
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6b. OMC offers Aclasta Infusion for Osteoporosis. Orthopedic Multispecialty Center is a
venue where TMC can showcase the capability of the Orthopedics Department through its subspecialties.
OMC is the base for visiting specialty consultants
Serves as the entry point of patients in TMC
Has been functioning for almost 3 years
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Offers services in six subspecialties Hand and microvascular surgery Joint replacement surgery (arthroplasty) Spine surgery Sports medicine and arthroscopy Adult orthopedics Pediatric orthopedics
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6b. OMC offers Aclasta Infusion for Osteoporosis. Is currently under reconstruction in
terms of the physical space and marketing strategy
Relaunch OMC in 2011 Focus on certain diseases of each
subspecialty Osteoporosis under OMC-Adult Aclasta shots require other diagnostic
tests before infusion (ex: Creatinine) La-Z Boy, Airconditioned, with cable TV Attended by a nurse
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7. OMC has a premium price. Price of Medicine + Nurse’s Fee + IV Set
= 30,000 (average price) Highest price Other institutions:
Price of Medicine is fixed = P24,000 TMC’s prices are comparable with other
leading health institutions in the country. Free screening (ultrasound)
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8a. Promo for the Empowered Woman Change the name
Orthopedic Multispecialty Center Center for Excellence in Bone and Joint
Disorders
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Center for Excellence in Bone and Joint Disorders
8a. Promo
Advertising1. Launching party2. Poster at TMC entrance3. Handouts regarding Osteoporosis4. Newspaper Ads 5. Events/ Posters/Flyers in nearby upper
class villages
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8a. Promo
Sales Promotions1. Osteoporosis Package
Free screening Discounted initial consult Subsidized screening for DEXA in exchange
for Aclasta treatment Discount on Next Aclasta Treatment Freebies such as Calcium Supplements with
Aclasta Treatment Loyalty points
2. Osteoporosis/ Aclasta Talk
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Public Relations Potential Clients
Nearby Villages, Advertise in community classes (like in Tai-Chi, Ballroom)
Talk to TMC Consultants in OB, Ortho, Endocrinology and Wellness to suggest product as possible treatment for osteoporosis
Lay forum on Osteoporosis near TMC fountain
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Public Relations Old Clients
Discounts on next aclasta shotsFreebies Birthday GreetingsClient ProfileReminders for next treatment
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8a. Promo
Direct Marketing Improve ambiance for treatment Remind consultants about the infusion
treatment at OMC
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8b. Competitor Promo
The Health Cube 1st Infusion Center
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Competitor’s Promo33
Leading in Spine Surgery First Tissue & Bone Bank in RP
Fitbone technology
Most affordable services
9. OMC is referred by TMC consultants. The Medical City, Ground Floor Patients go to TMC and have their
infusion for 45 mins to 1 hour Referred by consultants (TMC) Cash only
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Step 10: Going for the WIN(Differentiation) OMC’s game plan is to become the
leading center for osteoporosis screening, diagnosis, and treatment among Empowered Women.
It benefits from The Medical City’s good reputation in giving quality health care services.
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10. OMC’s strategy: Differentiation OMC’s strategy is to differentiate itself
by offering the best services, convenience in terms of diagnostic abilities and consultants, and accessibility since most of the clients live nearby.
It benefits from the referrals from consultants at TMC.
Has an excellent premium priced infusion center for those who have the cash for a once a year shot.
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Summary37
5 Steps for Part 1 (PTM and Positioning)1. OMC’s PTM is the Empowered Woman2. What the Empowered Woman needs
and wants3. The choices of the Empowered Woman4. Gap is all other brands focus on giving
treatment but not convenience.5. The market size is around 14,000.
38
5 Steps for Part 2
1. OMC provides Aclasta Infusion for osteoporosis.
2. OMC has a premium price.3. Should use newspaper ads, posters and
events in nearby villages, maintain old clientele
4. Referred by consultants5. OMC’s strategy is differentiation.
39
10 STEP MARKETING PLAN
OMC (ORTHOPEDIC MULTISPECIALTY CENTER)
ACLASTA INFUSIONTHE MEDICAL CITY
NOV. 30, 2010
Maria Katherine Villanueva40