1. 10 Step Marketing Plan for
The Philippine Heart Center
Radiology Department
Rianna Leigh Salazar
ASMPH Class of 2012
November 30, 2010
1/30/2015 110 Step Marketing Plan for PHC Radiology

2. 10 Step Marketing Plan
Part 1: Primary Target
Market, Positioning
1. PTM
2. NWE
3. Competitors
4. Gap
5. 3Cs
Part 2: Marketing Mix
and Strategy
6. Product
7. Price
8. Promo
9. Place
10. Generic Winning
Strategy of Mix
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3. 5 Steps for Part 1
(PTM and Positioning)
 The Filipino Heart Disease Patient
 Who wants to be cared for from the heart
 Can choose all other private and government
hospitals and diagnostic laboratories
 Gap is delivering affordable and accessible
healthcare
 Market size is Php 6.0 Billion or more.
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4. 5 Steps for Part 2
(Marketing Mix and Strategy)
 X-ray, Ultrasound, CT Scan, MRI diagnostic
modalities in several Heart Packages
 Discounted for the Heart disease patient
 Uses Print Ads, Websites and flyers
 Distributed within hospitals, medical
societies, and the world wide web
 Uses an accessible for everyone approach to
win!
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5. POSITIONING TO THE PRIMARY
TARGET MARKET
Part 1: Steps 1 to 5
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6. 1: Primary Target Market is
the Filipino Heart Disease Patient
• Demographics
– 0-99 years old, M/F, Class A to D, from all the
7,107 islands of the Philippines
– with known/suspected Heart Disease
• Lifestyle
– Computer savvy and mass media heavy
generation
• Behavior
– Going for the cheapest and easiest way of things
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7. 2: Filipino Heart Disease Patient’s
Needs, Wants and Expectations
• Needs
– Physiological (physically fit and healthy)
– Safety (free from disease and worries)
• Wants
– Affordable, quality and total health care
• Expectations
– Accessible health care
– Delivered by the government
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8. 3: Competitors of PHC Radiology
• Direct
– Within area: NKTI, EAMC,
• Indirect
– Affordable: government hospitals, suboptimal
diagnostic centers
– Reliable: private hospitals, state-of-the-art
diagnositc centers
• Variables
– Referring physicians, HMOs, PhilHealth
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9. 3: Position Map
Price vs
Quality
High Quality Low Quality
High Price TMC, SLMC,
AHMC
Secondary
Hospitals
Low Price NKTI, PHC Diagnostic
Labs
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10. 4: Gap is delivering affordable and
accessible healthcare
• Philippine Heart Center offers Heart Packages
– Discounted and cheaper
– Grouped services
– Fit for heart disease patient
– Does not compromise quality
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11. 5: Market size more than P 6.0B
• Radiological Services in the Philippines
– P 6.2 B in 2009
• PHC Radiology Department Income
– P 64 M annually
– 1% market share
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12. THE MARKETING MIX STRATEGY
Part 2: Step 6 to 10
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13. 6: Product Competition
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14. 6: Product Description
• Diagnostic modalities
– X-ray
– Ultrasound
– CT Scan
– MRI
• Special modalities for heart diagnostics and
surgical procedures
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15. 7: Heart Packages of PHC
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*No similar packages in other hospitals yet.

16. 8: Promotions
• Print Ads
– Posters, Banners to be placed around the hospital
– Journal or Magazine Ads
• Websites
– Improve on the existing website
– Show pictures of the Radiology Dept in official website
• Flyers
– To be given to doctors for distribution and display in
clinics
– To be placed within the hospital for patient access
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17. 9: Place
• Within Hospital
• Medical Societies
• World Wide Web
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18. 10: Winning Strategy
• Uses an accessible for everyone approach to
win!
– Low cost
– Good quality
– Optimal Health care for the Filipino Heart disease
patient
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19. SUMMARY
10 Step Marketing Plan
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20. 5 Steps for Part 1
(PTM and Positioning)
 The Filipino Heart Disease Patient
 Who wants to be cared for from the heart
 Can choose all other private and government
hospitals and diagnostic laboratories
 Gap is delivering affordable and accessible
healthcare
 Market size is Php 6.0 Billion or more.
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21. 5 Steps for Part 2
(Marketing Mix and Strategy)
 X-ray, Ultrasound, CT Scan, MRI diagnostic
modalities in several Heart Packages
 Discounted for the Heart disease patient
 Uses Print Ads, Websites and flyers
 Distributed within hospitals, medical
societies, and the world wide web
 Uses an accessible for everyone approach to
win!
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22. 10 Step Marketing Plan for
The Philippine Heart Center
Radiology Department
Rianna Leigh Salazar
ASMPH Class of 2012
November 30, 2010
1/30/2015 2210 Step Marketing Plan for PHC Radiology