marketing villanueva ortho mc at tmc repost
TRANSCRIPT
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10 STEP MARKETING PLAN
OMC (ORTHOPEDIC MULTISPECIALTY CENTER)
AKLESTO INFUSIONTHE MEDICAL CITY
NOV. 30, 2010
Maria Katherine Villanueva1
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Background
Orthopedic Multispecialty Center at TMC Several multispecialties ADULT – Osteoporosis Treatment: Aklesto 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 Aklesto Infusion PTM are affluent
postmenopausal women with osteoporosis.2. Who want to have the best and convenient
service and treatment that money can buy3. Can choose Capitol Med, The Health Cube and
PGH.4. 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 Aklesto Infusion for osteoporosis.2. OMC has a premium price.3. Should use newspaper ads, posters and events in
nearby villages, maintain old clientele4. Referred by consultants from TMC5. OMC’s strategy is differentiation to provide
convenience
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Part 15
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Step 1. OMC-Adult Osteoporosis PTM are postmenopausal women
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PTM: Affluent postmenopausal women with osteoporosis
Demographics: 50 yrs and up, Female, Social Class A/B, usually married).
Lifestyle : most clients are busy, active, retired/working
Behavior: Seeks for the best and most convenient treatment and services that money can buy. They are impatient
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Step 2. PTM’s Needs, Wants and Demands
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I want to have the best treatment and service
available without the hassle
I want to have better bones
I want to do more even if I am old.
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Step 2. PTM’s Needs, Wants and Demands Affluent Postmenopausal Women need
To have the best treatment for osteoporosis Services that are apt for their class
Affluent Postmenopausal Women choose OMC over others Convenience, Expertise, brand of TMC, accredited
Affluent postmenopausal women expect that Improved bone condition, maintain their 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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3b. Competitive Position Map
Price/ Convenience Matrix
Low Convenience
High Convenience
High Price
Low Price
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OMC Adult Osteoporos
is
PGH
Capitol The
Health Cube
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4. OMC Differentiates itself from the restOMC provides Aklesto Infusions- For better bones- For postmenopausal women- Who seek convenience in terms of compliance and
accessibility- Referral by doctor (same building)- Diagnostics needed can be performed inside TMC- Ground floor- Ortigas (near upscale villages and business centers)- Good ambiance and comfortable furniture
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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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5b. Market Size
Based on Historical Sales (No. of infusions) 2007: 23 2008: 33 2009: 46 2010 (july): 35
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5b. OMC share is more than 60%.
Sales for 2009: P1.32 M Claims to have more clients than other
institution.More than 60% of those who seek Aklesto go to
OMC for its infusion.
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The Marketing Mix Strategy
Part 2: Steps 6 to 10
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5 Steps for Part 2
1. OMC provides Aklesto Infusion for osteoporosis.2. OMC has a premium price.3. Should use newspaper ads, posters and events in
nearby villages, maintain old clientele4. Referred by consultants5. OMC’s strategy is differentiation.
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6a. Other infusion centers
(Insert) Capitol Medical Center The Health Cube PGH
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6b. OMC offers Aklesto 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 Subspecialties: Arthritis and Joints, Sports, Spines
Pediatrics, Adult Hand, Tumors Has been functioning for almost 3 years
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6b. OMC offers Aklesto Infusion for Osteoporosis. Is currently under reconstruction in terms of the
physical space and marketing strategy Relaunch OMC next year Focus on certain diseases of each subspecialty Osteoporosis under OMC-Adult Aklesto shots require other diagnostic tests before
infusion (ex: Creatinine) Lazy Boy, Airconditioned, with 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
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8a. Promo
Advertising1. Talk to doc2. 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. Free Screening for Osteoporosis (Ultrasound)2. Subsidized screening for DEXA in exchange for
Aklesto treatment3. Osteoporosis/ Aklesto Talk4. Discount on Next Aklesto Treatment5. Freebies such as Calcium Supplements with Aklesto
Treatment
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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 Aklesto shotsFreebiesBday 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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9. OMC is referred by TMC consultants. The Medical City, Ground Floor Patients go to TMC and have their shots for 45 mins
to 1 hour Referred by consultants (TMC) Cash only
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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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Summary29
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5 Steps for Part 1 (PTM and Positioning)1. OMC-osteoporosis PTM are affluent
postmenopausal women with osteoporosis.2. Who want to have the best and convenient
service and treatment that money can buy3. Can choose Capitol Med, The Health Cube and
PGH.4. Gap is all other brands focus on giving treatment5. The market size is around 14,000.
30
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5 Steps for Part 2
1. OMC provides Aklesto Infusion for osteoporosis.2. OMC has a premium price.3. Should use newspaper ads, posters and events in
nearby villages, maintain old clientele4. Referred by consultants5. OMC’s strategy is differentiation.
31
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10 STEP MARKETING PLAN
OMC (ORTHOPEDIC MULTISPECIALTY CENTER)
AKLESTO INFUSIONTHE MEDICAL CITY
NOV. 30, 2010
Maria Katherine Villanueva32