1. 10 STEP
Marketing Plan:
The Medical City
Emergency
Department
Raymonde C. Uy
November, 2010
1

2. 5 Steps for Part 1
(PTM and Positioning)
1. Mostly, but not limited to class ABC
patients with medical emergencies
2. Who wants to get medical treatment
and relief
3. Can choose St. Lukes, Cardinal Santos,
Makati Med
4. Gap is prime location, and hotel-like
ambience and services

3. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. JCIA-accredited emergency room
7. Price for 5-star accommodation
8. Information-education videos, posers,
newsletters in waiting areas
9. Caters to Quezon City – Pasig area
10. High-class, niche approach

4. Positioning
to the
Primary Target
Market
Part 1:
Steps 1 to 5
4

5. 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

6. I want to be healthy
I want to have a quality
Emergency treatment
Confidentiality
I am a patient-partner
I can afford the expensiv
Medical bills

7. 2. My PTM’s NWE
High 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

8. 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,

9. 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-ER
St. Lukes
Price vs. Social Class
Matrix
TMC-ER
TMC-ER
Cardinal
SantosMakati
Med
Public
Hospitals

10. TMC-ER’s unique positioning is
shown in this competitive map
Positioning vs. Brand Matrix

11. 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 accommodations
Focus patients as partners
Other convenient services around the
vicinity
JCIA-accredited
No brand has all the positions

12. 5a. Market Size
Pasig City population (May 2000)
505,058 ; double in 46 years
4th
biggest city in NCR
Grabs generally ~80% of immediate
proximity in Pasig
Slightly limited by geographic scope

13. The Marketing
Mix Strategy
Part 2:
Steps 6 to 10
13

14. Product category
The Emergency Department is a 24-hour
service department principally dedicated
to immediate and competent first
contact care of patients whose
conditions require prompt attention.

15. Product category
Provides immediate medical assessment and
initiates treatment.
1. Consultation and initiation of diagnostic work-up
2. Cardio-pulmonary resuscitation
3. Initial management of injuries and poisonings
4. Generating initial orders for patients requiring
emergency admission
5. Short-stay holding for observation, treatment, drug
administration and monitored stay prior to
admission or transfer

16. Product category
Provides 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 management
9. ENT/Ophthalmology clinic
10. Ambulance services both for in- and out-
patients.

17. 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.

18. 7. Price
Hospital Price
TMC-ER 980
SLMC 1000
MMC 1030

19. 8a. Promo

20. Competitor promo

21. 9. Place
 Pasig – Quezon City area
 Auxiliary units around the metropolitan
and provinces surrounding the business
and commercial centers

23. Generic winning strategy
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
Niche

24. TMC-ER is a niche leader
To 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.

26. SUMMARY
26

27. 5 Steps for Part 1
(PTM and Positioning)
1. Mostly, but not limited to class ABC
patients with medical emergencies
2. Who wants to get medical treatment
and relief
3. Can choose St. Lukes, Cardinal Santos,
Makati Med
4. Gap is prime location, and hotel-like
ambience and services

28. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. JCIA-accredited emergency room
7. Price for 5-star accommodation
8. Information-education videos, posers,
newsletters in waiting areas
9. Caters to Quezon City – Pasig area
10. High-class, niche approach

29. 10 STEP
Marketing Plan:
The Medical City
Emergency
Department
Raymonde C. Uy
November, 2010
29