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10 STEP Marketing Plan for Diabetics Clinic: Recognizing your Disease

Gian Van Paolo V. TenorioAugust 2015

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer

1. Identify your target (PTM)2. What do they need, want,

demand (NWD)3. What are the choices

(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)

Steps 1 to 5Summary headline of your PTM and market

6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix

Steps 6 to 10Summary headline of the marketing mix & strategy

1. Primary Target Market

Demographics Population of 51,503 Target Population: Adults 30-50

Lifestyle Weaving and embroidery Rich in food treats

Panocha, Suman, Tapa, Longganisa

1. Primary Target Market

Epidemiology >309,000 deaths related to non-

communicable diseases including diabetes (2010)

2009 statistics show 30.2% of patients die due to DM in Batangas City

http://www.doh.gov.ph/sites/default/files/PHILIPPINE%20HEALTH%20STATISTICS%202009_0.pdf

2. PTM’s needs, wants & demands Needs: Recognition

When to get treated When to follow-up Awareness

Social needs Safety needs

Quality Competence Continuous management

Physiological needs Provision of proper health care treatments

2. PTM’s needs, wants & demands Wants: Healthcare remains one of the most important

aspects of life Chronic non-communicable diseases are

unnoticed, slowly growing and high percentage of loss of follow-up

Need for immediate, quick and correct identification and management of diseases such as diabetes

2. PTM’s needs, wants & demands Demands: Quick health information Quality health information Competent and good health provision Affordable and accessibility Friendly staff and physician Attentive and responds to the needs of the

patient

3a. Direct and indirect products that address my PTM’s NWD List of Competitors products/

brands Determine the variables that affect

choice of product, brand

3b. Create 2 Positioning Maps

1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice

This 1st Map should allow differentiation/ non-clustering of the direct competitors

Example: Price vs. AgeSize of bubbles= represent relative market

shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants

Price vs. Demographic

<30 30-50 >50

High Price Taal Polymedic HospitalLemery Doctors Hospital

Geriatrics Clinic

Low Price Lemery Pediatrics Clinic

Functional Benefit vs. Brand Map

Lemery Clinic Taal Polymedic Hospital

Pediatrics Clinic

Proximity xQuality xPrice x x

Accessibility xQuickness of Service

x x

Availability of management options

x

Catering to target age group

x x

4. Identify the gap between customers and competition

Where is the marketing opportunity? Only 1 clinic in Taal, Batangas Only 1 doctor who specializes in

Internal Medicine Proximity to nearby health

center/clinic/hospital is 5-10 minutes away form the town center

4. Identify the gap between customers and competition

What NWDs are not being addressed?

Availability of medicines Alternative treatment options

4. Identify the gap between customers and competition

What can be the unique selling proposition for the new product Cheap consultations (300 php vs. 500

php at established clinics) Specializes in Diabetes (vs. Internal

Medicine or other specialty consultation)

Quick and competent (No emergencies, only out-patients = quicker attendings to patients)

5a. Estimate the market size using competitor data Taal Polymedic Hospital hosts all types

of diseases The internal medicine section is just a

sector of the hospital Most of the cases brought to Taal Polymedic

(62%) are emergency cases Diabetes is a slow-growing disease and thus

not so much given importance as urgent cases

Lemery Pediatrics focuses on patients aged 0-18

5b. Estimate the market size using company data

Clinic may be placed at the center of Taal, Batangas

Population of 50,000 sufficient with one clinic

Equipment will be specialized in endocrinology and diabetes

5c. Estimate the market size using customer data

Almost 90% of the population have their illnesses checked at a nearby clinic

1 out of 10 patients have diabetic or pre-diabetic status

6a. Product Category

Clinica TenorioDiabetes Clinic

Quality is always assuredPatients are Partners

6a. Competition

6b. Product Description The Diabetes Clinic is a clinic

specializing in one of the most common yet unrecognized chronic non-communicable disease.

It will be created mainly for patients with symptoms of diabetes or currently have diabetes and will be given support through private charities

7. Price Consultation will be 300-500 for

private patients Free for charity through the use of

support funds Treatment will be given as much

discounts as possible

8a. Modes of AdvertisementRanked Mass1. Advertising2. Public Relations3. Sales Promotion4. Events and Experiences

Personal5. Word of Mouth6. Interactive Marketing7. Direct marketing

8a. Your products Promotions Advertising your clinic entails a

certain way of marketing through both words and actions

Quality assurance and assuring its fulfillment in the clinics will be the best way to promote the business

Because it is a single clinic specializing in a single disease, it will be very specific and will entice exactly what customers with diabetes are feeling

8a. Samples of Promo

It will have its own facebook page, website and have posters all around the province. It’s main selling point will be its specialization into a disease that most of the people do not know about

8b. Competitor promo

8b. Competitor promo

8b. Competitor promo

• Most of the clinics at Taal, Batangas and its nearby town Lemery, Batangas do not have proper advertisement. They rely mostly on word of mouth.

• The town is currently undergoing acceptance of future technologies and more and more people are using facebook and the internet

9. Place The clinic will be available at the

central town of Taal, Batangas It will be accessible to all the

residents and even non-residents of Taal, Batangas

Funds will be supported by various support groups and even the diabetes association of physicians themselves if possible

10. Generic Winning Strategy It will be a niche leader

Breast clinics are one of the leading clinics that takes care of breast patients, they are mostly being preferred more than going to the hospital due to the quality and effectivity of treatment as compared to hospitals which tends to other diseases as well as breasts

Diabetes clinics are, if not existent, rare. The clinic aims to pioneer the recognition of Diabetes as one of the leading causes of morbidity for the population and could be a template for future clinics focused in it