10 Step Marketing Plan for St. Luke’s Global

“One of the World’s Best!”Monica Kristine Reyes

1. Target Market: Used to be Classes A and B2. Pricing: 50% on all services3. Quality: well-trained, highly skilled staff4. Service: customer service, international

standards (patient care) and state-of-the-art technology

5. Distribution: The Fort, internet access, mobile and landline

5 stepsPTM and Positioning

6. Internet marketing and different media (TV, ads)

7. Benchmarked against The Medical City (one of the leading hospitals in the country- included in Medical Tourism)

8. Promotion: TV advertisements, posters9. Place: The Fort10. JCIA Accreditation

5 stepsMarketing Mix & Strategy

Positioning to the Primary Target Market

1. Target Market

• Class A and B (initially)• Now, trying to infiltrate lower classes because

of low utilization

2. Pricing: 50% on all services

• Offers dialysis treatment• Offers recreation and relaxing services- spa,

salon treatments, massage, etc.

3. Quality: well-trained, highly skilled staff

4. Service: customer service, international standards (patient care) and state-of-the-art technology

5. Distribution: The Fort, internet access, mobile and landline

6. Internet marketing and different media (TV, ads)

• http://www.stluke.com.ph/home.php/p/SLMC_Global_City

7. Benchmarked against The Medical City (one of the leading hospitals in the country- included in Medical Tourism)

8. Promotion: TV advertisements, posters

• Advertisements• HMO’s• Posters• Word-of-mouth• Intrigues: “Shaina-John Lloyd” scandal

9. Place: The Fort

10. JCIA Accreditation

In 2003, the Joint Commission International (JCI) accredited St. Luke’s Medical Center, affirming that the hospital meets the highest standards for patient care and organizational management. St. Luke’s is the first healthcare facility in the Philippines and the second of several in Asia to be accredited by JCI.

JCI accreditation means St. Luke’s patients are assured of receiving care that is at par with that of the best hospitals in the world. JCI is the international arm of the Joint Commission on Accreditation of Healthcare Organizations (JCAHO), the oldest and most prestigious healthcare accreditation organization in the world. It is respected by US hospitals for its reputation, experience and credibility.

Summary

1. Target Market: Used to be Classes A and B2. Pricing: 50% on all services3. Quality: well-trained, highly skilled staff4. Service: customer service, international

standards (patient care) and state-of-the-art technology

5. Distribution: The Fort, internet access, mobile and landline

5 stepsPTM and Positioning

6. Internet marketing and different media (TV, ads)

7. Benchmarked against The Medical City (one of the leading hospitals in the country- included in Medical Tourism)

8. Promotion: TV advertisements, posters9. Place: The Fort10. JCIA Accreditation

5 stepsMarketing Mix & Strategy

10 Step Marketing Plan for St. Luke’s Global

“One of the World’s Best!”Monica Kristine Reyes