1. 1 10 StepMarketing Plan for ASIAN EYE INSTITUTE Pamela Ann M. Uy Ateneo School of Medicine and Public Health January 2011
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3. 5 Steps for Part 1 (PTM and Positioning) Primary Target Market: People with eye diseases and visual impairmentfrom ABC class NWE: Clear vision, High quality eye care and services Competitors: Other EYE centers and hospitals Opportunity: Center of excellence in the delivery of high quality eye care and services in Asia and the Pacific Rim Market Size: 3.6M Filipinos (Total visually impaired)
4. 5 Steps for Part 2 (Marketing Mix and Strategy) Product: Full range of specialized eye services Price: More expensive than other eye centers and hospitals Promo: Print Ads, Internet, Asian Eye Institute Medical Travel Place: Main facility at Rockwell Center, Makati City; satellite clinics at Trinoma, Quezon City and Mall of Asia, Pasay City Generic Winning Strategy of Mix: High standard of care in a gracious environment while benefiting from some of the most advanced technology available in the world, competent and dedicated team of specialists
6. Step 1- Primary Target Market Demographics: anyone from the population with eye problem for every generation, social class ABC Lifestyle: studying, working, retiree Behavior: vision impairs quality of life
7. Step 2- Medical Students NWE:Maslow's Hierarchy of Needs Fullest potential because of good eyesight Confidence with good eyesight Impaired vision affects the community’s productivity With good eyesight, less prone to accidents Good Vision
8. Step 2- Needs, Wants and Demands of the Primary Target Market Asian Eye Institute patients need to have a clear vision They want to get the best treatment from competent specialists with some of the most advanced technology available in the world They expect to get world class eye care
9. Step 3- Asian Eye Institute Competitors Direct: American Eye Center, Eye Republic, Ophthalmologic Departments of private and public hospitals Indirect: Private practice of ophthalmologists Variables: Cost, quality, ophthalmologists’ skills Health seeking behavior of patients
10. Position Map: Price vs Quality/ ophthalmologists’ skills Some government hospitals
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13. Step 5-Potential Market Estimates: Most common cause of blindness in the country is cataract Surgery cost ~ Php30,000 Cataract surgeries ~ 100 to 150 surgeries a month in Asian Eye ~ from data 1.45M x Php30,000 = Php 43.5 Billion
17. Step 7- Price Prices of services offered are not stated Prices are likely more expensive but quality of service is assured Dedicated core team of specialist Cutting-edge technology State-of-the-art facilities
18. Step 8- Promotion Print Ads Access site which is available at http://www.asianeyeinstitute.com/
19. Step 8- Promotion Testimonials Michael VelayoRetired; works in a bank part-time - Fort Northsdale, USAThe best part here (in AEI) is the service. You can�t compare it anywhere else. I have been to several health centers and hospitals in the US, but no one will give you that much attention like the staff here has. James Hong TiengBusinessman - Manila, PhilippinesI didn't have any complications unlike what I heard from my friends who had their surgery done elsewhere. Joela B. HermoIloilo, PhilippinesI am very happy to have come to AEI because everything is so professionally done. The whole place is clean and very well kept and everyone is polite.
21. Step 9- Place Main facility located in Rockwell Center, Makati City The satellite clinic: TriNoma, Quezon City(launched in August 2007) Mall of Asia, Pasay City(launched in September 2008) have examination rooms and a diagnostic center)
22. Step 10- ASIAN EYE INSTITUTE Winning Strategy Testimonials of several patients
24. 5 Steps for Part 1 (PTM and Positioning) Primary Target Market: People with eye diseases and visual impairmentfrom ABC class NWE: Clear vision, High quality eye care and services Competitors: Other EYE centers and hospitals Opportunity: Center of excellence in the delivery of high quality eye care and services in Asia and the Pacific Rim Market Size: 3.6M Filipinos (Total visually impaired)
25. 5 Steps for Part 2 (Marketing Mix and Strategy) Product: Full range of specialized eye services Price: More expensive than other eye centers and hospitals Promo: Print Ads, Internet, Asian Eye Institute Medical Travel Place: Main facility at Rockwell Center, Makati City; satellite clinics at Trinoma, Quezon City and Mall of Asia, Pasay City Generic Winning Strategy of Mix: High standard of care in a gracious environment while benefiting from some of the most advanced technology available in the world, competent and dedicated team of specialists
