10 STEP Marketing Plan:

The Medical City Emergency Department

AbadImperialUy, R.Valencia1

5 Steps for Part 1 (PTM and Positioning)

1. Mostly, but not limited to patients from affluent families who are in need of immediate medical care

2. Who wants to get the best & fastest medical diagnostics, treatment and relief

3. Can choose St. Lukes, Cardinal Santos, Makati Med

4. Gap is that competitors focus only on competency of the medical team and state of the art equipment

5. Population of Pasig City as of 2007 is 557,297 with wide spectrum of diseases causing morbidity and mortality

5 Steps for Part 2(Marketing Mix & Strategy) JCIA-accredited emergency room Competitive price compared to other

tertiary hospitals providing high-quality healthcare

Information-education videos, posers, newsletters in waiting areas

Caters patients from (not limited to) Pasig, San Juan, Taguig and QC

Upholds “Patient Partnership”

Positioning to the Primary Target MarketPart 1:Steps 1 to 5

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1.Close-up primary target market (PTM) are class ABC patients

Demographics: any age, sex, high social class (ABC)

Lifestyle: No required specific lifestyle as long as there is need for immediate medical attention

Behavior: nitpicky, expects fast and quality interactions. Informed patients

I need to get better

I deserve to have a qualityEmergency treatment

Confidentiality

I am a patient-partner

I need to be treated with respect

2. My PTM’s NWEEmergency patients need…

A place where they do not feel that they are in a hospital

These patients choose TMC-ER because of its international accreditation, proximity, social class catering.

Patients expect fast, accurate, and reliable medical diagnostics and management, which goes hand-in-hand with partnerships with the health care team members

3a. TMC-ER has competitors with the same niche market and relative proximity

Direct: St. Luke’s Medical Center, Cardinal Santos, Makati Medical Center

Indirect: Self-medication, OPD private clinics and diagnostic centers

Variables: Social stratum, affordability, diagnostic packages, swift results, hospitality,

Price vs Location

Low-quality service

Mid-quality service

High-quality service

High Price

Low Price

TMC-ER is highly competitive in the high-price, high-quality health services

St. Lukes

Price vs. Service

TMC-ERCardinal Santos

Makati Med

PublicHospitals

TMC-ER’s unique positioning is shown in this competitive map

Positioning vs. Brand Matrix

4. TMC-ER positions strongly in a niche market opportunity

TMC-ER is the only ER in the vicinity of class ABC families in Quezon City – Pasig boundary

Focus patients as partnersOther convenient services around the

vicinity JCIA-accreditedNo brand has all the positions

5a. Market Size

CUSTOMER

Pasig City population: 557,297 (2007)

4th biggest city in NCR

Grabs generally ~80% of immediate proximity in Pasig

Slightly limited by geographic scope

5a. Market Size

5a. Market Size

A. Company: Medical City – Emergency Room Department

B. Competition: St. Lukes, Makati Med, Cardinal Santos

The Marketing Mix StrategyPart 2:Steps 6 to 10

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Product categoryThe Emergency Department is a 24-hour

service department principally dedicated to immediate and competent first contact care of patients whose conditions require prompt attention.

Product categoryProvides immediate medical assessment and

initiates treatment.

1. Consultation and initiation of diagnostic work-up2. Cardio-pulmonary resuscitation3. Initial management of injuries and poisonings4. Generating initial orders for patients requiring

emergency admission5. Short-stay holding for observation, treatment,

drug administration and monitored stay prior to admission or transfer

Product categoryProvides immediate medical assessment and

initiates treatment.

6. Transition room for temporarily accommodating patients who need to be admitted when there is no room available

7. Isolation room that for potentially infectious patients

8. Bite management9. ENT/Ophthalmology clinic10. Ambulance services both for in- and out-

patients.

Product CompetitorsMakati Medical Center Emergency Medicine:

At the frontline of medical careMakati Medical Center´s Emergency Department is always ready to provide treatment for patients

with acute illnesses and injuries that require immediate medical attention. With state of the

art diagnostic equipment and a full arsenal of the latest treatment modalities our highly trained

emergency medicine specialists are fully capable of helping patients with all kinds of medical

needs.

Product CompetitorsSt. Luke’s Medical Center:

The St. Luke’s Emergency Department is composed of a group of adult emergency physicians trained in Emergency Medicine and pediatric specialists with

a background in Pediatric Emergency. The Emergency Room sees about 30,000 – 40,000

adults and 12,500 - 15,000 children annually. The Emergency Department can handle medical,

surgical and toxicologic emergencies in adults and children 24 hours a day. It is well staffed and equipped with personnel trained in the latest

guidelines for adult and pediatric resuscitation. The latest in diagnostic modalities and therapeutics can

be made available to patients on a timely basis.

Product Competitors

7. PriceHospital Price

TMC-ER 980

SLMC 1000

MMC 1030

CSMC 814

TMC pricing is almost the same as St. Luke’s Medical Center but it is 12% higher compared to Cardinal Santos

Medical Center.

8a. Promo

Competitor promo

Advertising Campaigns: Newspapers, Magazines, TV

9. Place Pasig – Quezon City area Auxiliary units around the metropolitan

and provinces surrounding the business and commercial centers

Generic winning strategy Supply and Distribution Leverage Differentiation

NichePatient-Partnership

TMC-ER is a niche leaderTo provide excellent emergency medical services

in the context of a luxurious, and hotel-like physician and health-worker relations and services

TMC has been accredited by the Joint Commission International Accreditation (JCIA) for obtaining and maintaining the highest international standards of quality for healthcare organizations. JCIA is widely-recognized as the most prestigious accrediting body for international healthcare organizations. In its evaluation by JCIA, TMC received perfect scores in standards related to access to care, continuity of care, quality improvement and patient safety, an exceptional achievement by any measure.

Step 10 – TMC Winning Strategy OUR SERVICE PHILOSOPHY TMC has defined for itself the value

proposition: “Where Patients are Partners.” This

phrase finds its fullest meaning when the patient is viewed not as a problem to be solved or a charge to be cared for, but as a partner in his own health.

Step 10 – TMC Winning Strategy Patient partnership means acknowledging the

patient's fundamental accountability for his own health, then supporting this with systems, tools and venues for education, open communication, and informed choice.

This fresh perspective on the patient's role in health care represents a radical departure from the traditional idea of the patient as a passive recipient of medical services.

SUMMARY

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5 Steps for Part 1 (PTM and Positioning)

1. Mostly, but not limited to patients from affluent families who are in need of immediate medical care

2. Who wants to get the best & fastest medical diagnostics, treatment and relief

3. Can choose St. Lukes, Cardinal Santos, Makati Med

4. Gap is that competitors focus only on competency of the medical team and state of the art equipment

5. Population of Pasig City as of 2007 is 557,297 with wide spectrum of diseases causing morbidity and mortality

5 Steps for Part 2(Marketing Mix & Strategy) JCIA-accredited emergency room Competitive price compared to other

tertiary hospitals providing high-quality healthcare

Information-education videos, posers, newsletters in waiting areas

Caters patients from (not limited to) Pasig, San Juan, Taguig and QC

Upholds “Patient Partnership”

10 STEP Marketing Plan:

The Medical City Emergency Department

Raymonde C. UyNovember, 2010

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