10 STEP Marketing Plan:

The Medical City Emergency Department

Raymonde C. UyNovember, 2010

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5 Steps for Part 1 (PTM and Positioning)1. Mostly, but not limited to class ABC

patients with medical emergencies2. Who wants to get medical treatment

and relief3. Can choose St. Lukes, Cardinal Santos,

Makati Med4. Gap is prime location, and hotel-like

ambience and services

5 Steps for Part 2(Marketing Mix & Strategy)6. JCIA-accredited emergency room7. Price for 5-star accommodation8. Information-education videos, posers,

newsletters in waiting areas9. Caters to Quezon City – Pasig area10. High-class, niche approach

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, high social class (ABC)

Lifestyle: not specific, but luxurious Behavior: minor – major complaints,

nitpicky, expects quality interactions

I want to be healthy

I want to have a qualityEmergency treatment

Confidentiality

I am a patient-partner

I can afford the expensiveMedical bills

2. My PTM’s NWEHigh class emergency 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, and hotel ambiance.

Patients expect fast, accurate, and reliable medical diagnostics and management, which goes hand-in-hand with hotel-like relations with 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,

TMC-ER is highly competitive in the high-price health services in all social classes

Price / Class Matrix

A B C D

High price

Low Price

TMC-ERSt. Lukes

Price vs. Social Class Matrix

TMC-ER

TMC-ERCardinal SantosMakati

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

Hotel-like accommodationsFocus patients as partnersOther convenient services around the

vicinity JCIA-accreditedNo brand has all the positions

5a. Market SizePasig City population (May 2000)

505,058 ; double in 46 years4th biggest city in NCR

Grabs generally ~80% of immediate proximity in Pasig

Slightly limited by geographic scope

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.

Other Major brands / competition

St. Luke’s The foremost and the

most admired hospital in the Philippines

Finest medical expertise, the most sophisticated medical technology and facilities, and a deep-rooted culture of compassion.

Makati Medical Center When life is on the line,

EXPERIENCE matters Compared to fine wine 39 years of solid

service History of

achievements and milestones.

7. PriceHospital PriceTMC-ER 980SLMC 1000MMC 1030

8a. Promo

Competitor promo

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

and provinces surrounding the business and commercial centers

Generic winning strategy Low Cost Producer Supply and Distribution Leverage Differentiation

Niche

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.

SUMMARY

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5 Steps for Part 1 (PTM and Positioning)1. Mostly, but not limited to class ABC

patients with medical emergencies2. Who wants to get medical treatment

and relief3. Can choose St. Lukes, Cardinal Santos,

Makati Med4. Gap is prime location, and hotel-like

ambience and services

5 Steps for Part 2(Marketing Mix & Strategy)6. JCIA-accredited emergency room7. Price for 5-star accommodation8. Information-education videos, posers,

newsletters in waiting areas9. Caters to Quezon City – Pasig area10. High-class, niche approach

10 STEP Marketing Plan:

The Medical City Emergency Department

Raymonde C. UyNovember, 2010

29