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1
10 Step Marketing Plan for
HealthCheQ
Golda Camille P. Go
June 2013
www.goldacamillego.blogpost.com
2
Disclaimer
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.
Steps 1 to 5
Be the CEO of your own health
Be the CEO of your own health
1. HealthCheQ’s primary target market is the top
executives in local and multinational companies
2. Who demands convenience in health “check”,
more time for relaxation to squeeze in their
schedule
3. Can choose St. Luke’s or Medical City’s Executive
Check-up
4. Gap is other hospitals have been known for
comprehensive check-ups & customer service
excellence
5. Market size: 4.5 B
Steps 6 to 10
The HealthCheQ advantage
The HealthCheQ advantage
6. HealthCheQ is a premium comprehensive quality
check-up done in one location within half-day
7. Is priced 40% more than Myhealth but 95% less
than St. Luke’s Medical
8. Uses billboards, wellness events and first-hand
testimonials from prominent clients
9. HealthCheQ is availed in Metro Manila with
overnight stay in serene locations out of town
10.Niche market is the way to go
1. primary target
market lives fast-paced lifestyle!
• 40-50 years old, social class AB, married with
kids
• Values health and time like an investment!
• Demands relaxation in a calm environment and
convenience of comprehensive health
examination from DOH certified and trusted
brand health services
• Prioritizes safety from hospital-borne infection
6
2. HealthCheQ-er’s Ode...
Health is wealth for family!
Safety is priority! Leading to a Healthy
“CEO” lifestyle.
I’m at my prime and best!
7
2.“CEO’s” solid needs, wants, and
demands
• CEOs need time for family, work and for
themselves
• CEOs want to maintain their wellbeing by
investing in premium executive check-up
• CEOs demand premium quality of medical care
putting exceptional value on their health and
time
3. goes Head to Head
• Direct: Myhealth clinic, St. Luke’s
• Indirect: Diagnostic services, Digital Imaging, Outpatient
surgeries, Doctor consults, Physical therapy services,
dermatology and aesthetics, Endoscopic services
• Variables:Age, PRICE, services, brand promise of DOH
Certified Doctors and healthcare facility with Trusted
Brand holistic medical care services
Step 3
Competitive Positioning
• 1st
Map: Price vs. Quality Service
• is number 1 in premium
executive and comprehensive check-up with
overnight pampering experience from partner
hotels
• Competition offers comprehensive check-up
with overnight stay at the hospital
10
Price 20-30 30-40 40-50
High Price
Low Price
CEOs HealthCheQ Niche
HealthCheQ
SLMC
Myhealth
11
Brand positioning
• Myhealth has
followed
Healthway’s and
other hospitals and
clinics thus offers
lower price.
12
Premium Health Services: The Battle
Healthway
Medical
SLMC Myhealth
Brand Recognition Trusted Brand JCI Accreditation
Consult Board Certified MDs Board Certified MDs
Facilities
Up-to-date, State of the
Art
Premier, luxurious
Quality service Premium, Individualized
Excellent customer
service
Technology &
Equipment
Up-to-date, State of the
Art
Premier, luxurious
Convenience
Mall-based, accessible
to everyone
2 locations only Mall-based
Pricing
Appropriate to Class
ABC
Class AB Class ABC and some D
solid ground
• Healthway Medical strategically located and
convenient at the mall with early opening
hours
• Competitive advantage emphasizes on
premium individual attention and trusted brand
services
• Avoid hospital-borne infection
• Check-up procedures done within half-day and
results within 24 hours after completion of
tests
brand identity
• “Alagang Pamilya,
Alagang Healthway”
• I am the CEO of my
own health
on a global perspective
• Extends health service access to OFWs who comes
“home” through online medical concierge
• Filipino Balikbayans around the world round up to
10 million*
• Second market compose of foreign nationals looking
for economical medical and wellness services*
• Competitive rate with that of major hospitals
• Gives overnight accommodation at prime hotels
• With that, Healthway becomes the Health Hub!
*Source: The Philippine Medical Tourism Compendium 2011
16
Step 5a: Competitor data, Healthcare
market is at P4.5 Billion
• Market Size for Executive Check-ups
• No Company data available
• St. Luke’s is the leading JCI (Joint Commission International)
accredited healthcare institution
• Healthcare in general, P399.54B in sales in 2012*
• SLMC Market share: 30%
• Annual Reported Sales at P1.3 B
16
*Source: http://store.businessmonitor.com/philippines-pharmaceuticals-healthcare-report.html
17
• Demographics
– Metro Manila population: 11 Million
– Social Classes AB at 10%: 1M
– Who would go for premium health services:
2%
– Average spending per person per clinic visit:
Php 2,500
17
18
Healthcare market
• Competitor = 4.5 B
• Consumer usage = 2.7 B
– 30,000 (social class ABC) x 2,500 (average
spending per clinic visit) x 365 days
18
19
6. the way it looks...
20
6b.What makes unique?
• It’s the advantage!
– Premium individual attention and service
– Convenient location at the mall with early opening
hours
– Avoids hospital-borne infection
– Quality hygienic medical procedures
– Check-up procedures done in half-day
– Online appointment
– Results within 24 hours after tests
– Choice of overnight pampering in our partner
hotels!
21
Premier Brand of Executive Check-Up
• Complete laboratory studies
• Complete Imaging studies
• Special Individualized examinations
• Dental services
• Breakfast after the tests
• Gift certificates on Intense Diamond Peel,
Oral prophylaxis, medications from AB
Pharma (Healthway pharmacy) and
• Hotel accommodation for TWO!
22
on Prints, Media,Word
of Mouth
HealthCheQ
on Newspaper,
Billboard, and
Magazines.
23
Competition deep in prints...
24
Mall Access!
SM City North EDSA The
Block, Quezon City
Robinsons Place Manila
Market! Market! Bonifacio
Global City, Taguig
Greenbelt 5, Makati City
Alabang Town Center,
Alabang Muntinlupa
EDSA Shangri-La Plaza
Mall, Mandaluyong City
Festival Mall, Filinvest
Alabang, Muntinlupa City
25
Niche Marketing
Luxury meets health-nut!
Luxury meets health-nut!“CEOs” who would pay the price to maintain a health
life!
26
The Healthy Summary
Steps 1 to 5
Be the CEO of your own health
Be the CEO of your own health
1. HealthCheQ’s primary target market is the top
executives in local and multinational companies
2. Who demands convenience in health “check”,
more time for relaxation to squeeze in their
schedule
3. Can choose St. Luke’s or Medical City’s Executive
Check-up
4. Gap is other hospitals have been known for
comprehensive check-ups & customer service
excellence
5. Market size: 4.5 B
Steps 6 to 10
The HealthCheQ advantage
The HealthCheQ advantage
6. HealthCheQ is a premium comprehensive quality
check-up done in one location within half-day
7. Is priced 40% more than Myhealth but 95% less
than St. Luke’s Medical
8. Uses billboards, wellness events and first-hand
testimonials from prominent clients
9. HealthCheQ is availed in Metro Manila with
overnight stay in serene locations out of town
10.Niche market is the way to go
29
10 Step Marketing Plan for
HealthCheQ
Golda Camille P. Go
June 2013
www.goldacamillego.blogpost.com

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10 step marketing plan for health cheq golda go

  • 1. 1 10 Step Marketing Plan for HealthCheQ Golda Camille P. Go June 2013 www.goldacamillego.blogpost.com
  • 2. 2 Disclaimer 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.
  • 3. Steps 1 to 5 Be the CEO of your own health Be the CEO of your own health 1. HealthCheQ’s primary target market is the top executives in local and multinational companies 2. Who demands convenience in health “check”, more time for relaxation to squeeze in their schedule 3. Can choose St. Luke’s or Medical City’s Executive Check-up 4. Gap is other hospitals have been known for comprehensive check-ups & customer service excellence 5. Market size: 4.5 B
  • 4. Steps 6 to 10 The HealthCheQ advantage The HealthCheQ advantage 6. HealthCheQ is a premium comprehensive quality check-up done in one location within half-day 7. Is priced 40% more than Myhealth but 95% less than St. Luke’s Medical 8. Uses billboards, wellness events and first-hand testimonials from prominent clients 9. HealthCheQ is availed in Metro Manila with overnight stay in serene locations out of town 10.Niche market is the way to go
  • 5. 1. primary target market lives fast-paced lifestyle! • 40-50 years old, social class AB, married with kids • Values health and time like an investment! • Demands relaxation in a calm environment and convenience of comprehensive health examination from DOH certified and trusted brand health services • Prioritizes safety from hospital-borne infection
  • 6. 6 2. HealthCheQ-er’s Ode... Health is wealth for family! Safety is priority! Leading to a Healthy “CEO” lifestyle. I’m at my prime and best!
  • 7. 7 2.“CEO’s” solid needs, wants, and demands • CEOs need time for family, work and for themselves • CEOs want to maintain their wellbeing by investing in premium executive check-up • CEOs demand premium quality of medical care putting exceptional value on their health and time
  • 8. 3. goes Head to Head • Direct: Myhealth clinic, St. Luke’s • Indirect: Diagnostic services, Digital Imaging, Outpatient surgeries, Doctor consults, Physical therapy services, dermatology and aesthetics, Endoscopic services • Variables:Age, PRICE, services, brand promise of DOH Certified Doctors and healthcare facility with Trusted Brand holistic medical care services
  • 9. Step 3 Competitive Positioning • 1st Map: Price vs. Quality Service • is number 1 in premium executive and comprehensive check-up with overnight pampering experience from partner hotels • Competition offers comprehensive check-up with overnight stay at the hospital
  • 10. 10 Price 20-30 30-40 40-50 High Price Low Price CEOs HealthCheQ Niche HealthCheQ SLMC Myhealth
  • 11. 11 Brand positioning • Myhealth has followed Healthway’s and other hospitals and clinics thus offers lower price.
  • 12. 12 Premium Health Services: The Battle Healthway Medical SLMC Myhealth Brand Recognition Trusted Brand JCI Accreditation Consult Board Certified MDs Board Certified MDs Facilities Up-to-date, State of the Art Premier, luxurious Quality service Premium, Individualized Excellent customer service Technology & Equipment Up-to-date, State of the Art Premier, luxurious Convenience Mall-based, accessible to everyone 2 locations only Mall-based Pricing Appropriate to Class ABC Class AB Class ABC and some D
  • 13. solid ground • Healthway Medical strategically located and convenient at the mall with early opening hours • Competitive advantage emphasizes on premium individual attention and trusted brand services • Avoid hospital-borne infection • Check-up procedures done within half-day and results within 24 hours after completion of tests
  • 14. brand identity • “Alagang Pamilya, Alagang Healthway” • I am the CEO of my own health
  • 15. on a global perspective • Extends health service access to OFWs who comes “home” through online medical concierge • Filipino Balikbayans around the world round up to 10 million* • Second market compose of foreign nationals looking for economical medical and wellness services* • Competitive rate with that of major hospitals • Gives overnight accommodation at prime hotels • With that, Healthway becomes the Health Hub! *Source: The Philippine Medical Tourism Compendium 2011
  • 16. 16 Step 5a: Competitor data, Healthcare market is at P4.5 Billion • Market Size for Executive Check-ups • No Company data available • St. Luke’s is the leading JCI (Joint Commission International) accredited healthcare institution • Healthcare in general, P399.54B in sales in 2012* • SLMC Market share: 30% • Annual Reported Sales at P1.3 B 16 *Source: http://store.businessmonitor.com/philippines-pharmaceuticals-healthcare-report.html
  • 17. 17 • Demographics – Metro Manila population: 11 Million – Social Classes AB at 10%: 1M – Who would go for premium health services: 2% – Average spending per person per clinic visit: Php 2,500 17
  • 18. 18 Healthcare market • Competitor = 4.5 B • Consumer usage = 2.7 B – 30,000 (social class ABC) x 2,500 (average spending per clinic visit) x 365 days 18
  • 19. 19 6. the way it looks...
  • 20. 20 6b.What makes unique? • It’s the advantage! – Premium individual attention and service – Convenient location at the mall with early opening hours – Avoids hospital-borne infection – Quality hygienic medical procedures – Check-up procedures done in half-day – Online appointment – Results within 24 hours after tests – Choice of overnight pampering in our partner hotels!
  • 21. 21 Premier Brand of Executive Check-Up • Complete laboratory studies • Complete Imaging studies • Special Individualized examinations • Dental services • Breakfast after the tests • Gift certificates on Intense Diamond Peel, Oral prophylaxis, medications from AB Pharma (Healthway pharmacy) and • Hotel accommodation for TWO!
  • 22. 22 on Prints, Media,Word of Mouth HealthCheQ on Newspaper, Billboard, and Magazines.
  • 24. 24 Mall Access! SM City North EDSA The Block, Quezon City Robinsons Place Manila Market! Market! Bonifacio Global City, Taguig Greenbelt 5, Makati City Alabang Town Center, Alabang Muntinlupa EDSA Shangri-La Plaza Mall, Mandaluyong City Festival Mall, Filinvest Alabang, Muntinlupa City
  • 25. 25 Niche Marketing Luxury meets health-nut! Luxury meets health-nut!“CEOs” who would pay the price to maintain a health life!
  • 27. Steps 1 to 5 Be the CEO of your own health Be the CEO of your own health 1. HealthCheQ’s primary target market is the top executives in local and multinational companies 2. Who demands convenience in health “check”, more time for relaxation to squeeze in their schedule 3. Can choose St. Luke’s or Medical City’s Executive Check-up 4. Gap is other hospitals have been known for comprehensive check-ups & customer service excellence 5. Market size: 4.5 B
  • 28. Steps 6 to 10 The HealthCheQ advantage The HealthCheQ advantage 6. HealthCheQ is a premium comprehensive quality check-up done in one location within half-day 7. Is priced 40% more than Myhealth but 95% less than St. Luke’s Medical 8. Uses billboards, wellness events and first-hand testimonials from prominent clients 9. HealthCheQ is availed in Metro Manila with overnight stay in serene locations out of town 10.Niche market is the way to go
  • 29. 29 10 Step Marketing Plan for HealthCheQ Golda Camille P. Go June 2013 www.goldacamillego.blogpost.com