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10 STEP MARKETING PLAN:TMC Wellness and Aesthetics Center

Jessica Anne L. EvangelistaNov 2010

Wellness is the new beauty

Part 1

POSITIONING TO THE PRIMARY TARGET MARKET

A. Primary TargetB. Needs, Wants and

Demands C. CompetitorsD. The big GAPE. The Market

Part 2

MARKETING MIX STRATEGY

A. ProductB. PromoC. PriceD. PlaceE. Winning Strategy

POSITIONING TO THE PRIMARY TARGET

PART I:

1. Primary Target Market

Target: Health-conscious individuals Age Range: Early 20’s – Late 80’s Status: Class A and B, single or married. Most of which belong to the working population

Lifestyle: Busy and fast-paced Behavior: Afraid of lifestyle related diseases

and prefers a personalized approach to healthcare depending on their needs availability.

2. Needs, Wants and Demands

More and more people are willing to spend their money for good health because… Lifestyle related diseases (DM, Hypertension,

Obesity and Hypercholesterolemia) are on the RISE.

Life expectancy for Filipinos is LOW. Male: 68.45 years; Female: 74.45 years (2010 est.)

Most diseases now are PREVENTABLE with a healthier lifestyle.

In relation to the hierarchy of needs…

I want to LIVE LONGER

to enjoy life MORE.

I want to ENJOY LIFE.

3a. Competitors

Direct Competitors: Hospitals who offer Executive Check-up Packages St. Luke’s Makati Medical Center

Indirect Competitors: HMOs who give FREE annual physical examinations Maxicare Intellicare

3a. Competitors

Variables: Hospital Name Comprehensiveness of the examinations. Competency of the physicians per institution. Price: Is it cost effective? Amount of time consumed for the tests to be

done

3b. Competitive Position Map

“With the Center´s Wellness & Aesthetics Program, every

approach is made personalized, as it responds to the patient’s uniqueness at the level of his own health history.

¨Every diagnosis is personal. One treatment does not fit

all patients.”

Dr. Rolando BalburiasMedical Director, TMC Wellness and Aesthetics

Center.

Price vs. Comprehensiveness of Health Packages

Comprehensive Physical

Examination Packages

Basic Packages

High Price

Low Price

TMC St. Luke’s

HMO’s

4. Gaps: Market Opportunity

ONLY TMC Wellness and Aesthetics Center… Offers a personalized approach to

healthcare depending on your needs recognizing that age is a factor in health care.

One-stop shop for all groups to save them time

Adolescents Adults Geriatrics

Has a team of physicians looking after you.

5. Market Size: 3Cs

Customer: Caters to a wide range of clients,

from adolescents to elderly.Each age category has a health

package suitable for him/her.

5. Market Size: 3Cs

Company:TMC has over forty years of experience in

hospital operation and administration towards the establishment of its new world-class health care complex that

serves some 40,000 in-patients and 380,000 out-patients annually.

5. Market Size: 3Cs

Competition:No data is available yet…

since the approach of Center of Wellness and Aesthetics for TMC towards patient

care is a fairly new concept.

Only TMC has such service.

MARKETING MIX STRATEGYPART II:

6. Products: Adolescents

Teen Health Hub, ages 10 to 19 years. Basic Adolescent Package with Computer-Assisted Risk

Assessment (CARA) Adolescent Essentials I / Adolescent Essentials II /

Adolescent Essentials III Varsity – for clearance to engage in competitive sports and

other forms of rigorous physical training/exercise Make-over – for adolescents with dermatologic, dental and other

grooming concerns, as well as weight management issues Matrix – for adolescents with mental and learning challenges, as

well as those with behavioral, emotional and relationship issues

6. Products: Adolescents

Teen Health Hub, ages 10 to 19 years. Consultation Individual Counseling Family Counseling Vaccination Packages Pediatric Weight Management Pediatric Express Check – for children aged 0-9,

clearance for school, travel etc

6. Products: Adults

Adult Wellness Center, ages 20 to 59 years old. The Essentials Senior Male Evaluation Lady Care 1 Package (Below 45 years old) Lady Care 2 Package (Above 45 years old) COP (Customized, Optimized Personalized

Preventive Health Check Package) Other special services: includes other procedures

6. Products: Geriatrics

Center for Healthy Aging:, 60 years old and above Basic Comprehensive Geriatric Assessment

(Outpatient) Platinum 1 Senior Male Evaluation (60-79 yrs

old) Platinum 2 Senior Male Evaluation (80 yrs old

and above) Platinum Female 1 Package (60-79 yrs old) Platinum Female 2 Package (80 yrs old and

above) Other services: includes other procedures.

7. Price

Comprehensive physical examination with diagnostics, consultations with specialists ranges from Php 8,950 –

30,090 depending on the package you chose.

Note: Relatively cheaper rather than you order the diagnostics and do consultations separately

8a. Promotions

Posters with use of prominent personality

TV Commercials Publications

TV show

8b. Competitors’ Promotions

50% off discounts on room rates and

services TV commercials

Affordable packages with terms of

payment

9.Place

The Wellness & Aesthetic Center, and spa facilities, is located at the 4th level of the

new hospital wing (Podium).

10. Winning Strategy

Every approach is made personalized…

Every diagnosis is personal. Having services in packages

is more cost-effective. One-stop-shop leverage:

Convenience and Luxury at the same time.

Team approach to healthcare.

SUMMARY

TMC Wellness and Aesthetic Center’s personalized approach to their client works to their advantage.

The services they offer combines luxury and convenience which the clients look for.

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10 STEP MARKETING PLAN:TMC Wellness and Aesthetics Center

Jessica Anne L. EvangelistaNov 2010

Wellness is the new beauty