v49 gerardjoelabonado10stepmarketingplan
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10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL)
GERARD JOEL ABONADO MD FPSGM
JUNE 2010
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10 STEPMarketing Plan for Saviour International Hospital
GERARD JOEL ABONADO MD FPSGM
JUNE 2010
5 Steps for Part 1(PTM and positioning)
1. SIH PTM are population in panay and guimaras
2. Who need medical and surgical services
3. Can choose IDH, IMH, St Pauls
5 Steps for Part 1(PTM and positioning)4. While others function as general and
specialty hosp that cater to the general population , SIH is the only accredited to cater tricare and other health insurance
5 . Total Market size is P1 Billion
5 Steps for Part 2(Marketing Mix & Strategy)6. SIH is general and specialty
hospital7. price benchmarked at the
lower to middle of other pricing
8. Uses local dailies billboards flyers and events
9. conveniently located in Molo, Iloilo city
10. Uses differentiation to win
1.My primary target market (PTM) is.. Demographics (all ages, both sexes,
a b c in Panay and Guimaras)
Lifestyle (all walks of life)
Behavior (high risk for medical and surgical illnesses
2. My PTM’s NWEPatients needTo get well , Safety need
Patients choose SIH over other hospitals because of ….
state of the art facilities, competent medical staff, compassionate staff, now operated and managed by
The Medical City , a respected brand
Patients expect high quality standard of care from SIH
3a. SIH has many formidable competitors Direct: , IDH, IMH, St Pauls
Indirect: Seamans hosp, Medicus Condo clinics, Healthlink Labs, Alternative Medicine clinics, Faith healers
Variables: Price, location, old market players, new market player, services available , bed capacity, occupancy rate
SIH is #3 in niche: low priced services with 70-79% occupancy
Price/ occupancy rate
50-59 % 60-69 % 70-79% 80-89 %
High price
Low Price
ST PAULSIDH
IMHSIH
Price vs. Occupancy rate
SIH unique positioning is shown in this competitive map
Many competitors in prevent tooth decay and saves money positioning.
Positioning vs. Brand Matrix
IDH IMH ST PAULS SIHTertiary levelGeneral /Specialty Cheaper rate of ServicesTricare /US HMO’sOpen Heart Surgery Program
4. Identify the gap between customers and competition
SIH is the only hosp in Iloilo accredited by tricare and other US HMOs
Only Hosp in WV conducting Open Heart Surgeries
Now Managed and Operated by The Medical City
5a. Estimate the market size using competitor data
Number of Admissions in 2008IMH= 12,854IDH= 18,694St Pauls= 11,917SIH= 3232Total= 46,697
Using an average of P20,000 spending per patient P930 Million
5b. Based on SIH data, where market share is 7%, total market size is 1.1 billion1. SIH gross revenues is 82 Million
for 20082. SIH claims market share of 7 %
3. Then total market size is P82 million/0.07 = P 1.1 billion
5c. Estimate the market size using customer data
47,000 persons admitted in major hospitals for 2008
Using average of P20,000 spending per patient per admission P930 Million
5. Concluded that Hospital market is 1 billion1. Competitor data= P930 M
2. Company data = P 1.1 B
3. Usage data = P 930 M
6a. Major Hospitals in Iloilo city
Product shot 1 of direct competitors
Product shot 2 of indirect competitors
How product looks in supermarket shelves
etc etc
6b. Product Description SIH is an 80 bed capacity tertiary hospital
located along the riverbanks in Molo, Iloilo 8 story bi leveled building Only hospital with ramp access on all
floors Specialty hospital with open heart surgery
program Tricare accredited and other US HMOs
7. Price- Hospital Charges in the middle Pricing for laboratory fees
reasonably in between two other tertiary hospitals by benchmarking
Room accommodation fee lower than other competitors with same amenities
10. SIH is a niche leader
Niche market for US military , tricare and other US HMOs
Differentiates by being the only hosp with Open Heart Surgery Program
5 Steps for Part 1(PTM and positioning)
1. SIH PTM are population in panay and guimaras
2. Who need medical and surgical services
3. Can choose IDH, IMH, St Pauls
5 Steps for Part 1(PTM and positioning)
4. While others function as general and specialty hosp that cater to the general population , SIH is the only accredited to cater tricare and other health insurance
5 . Total market size P1 Billion
5 Steps for Part 2(Marketing Mix & Strategy)
6. SIH is general and specialty hospital7. price benchmarked at the middle of
other pricing 8. Uses local dailies billboards flyers and
events 9. conveniently located in Molo, Iloilo city10. Uses differentiation to win
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10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL)
GERARD JOEL ABONADO MD FPSGM
JUNE 2010