2. OUTLINE
I. PTM and Positioning
1. PTM: Doctors and patients
2. Want expertise and reliability
3. Competition: NKTI, other general hospitals
4. Expertise in Cardiovascular Imaging
5. Market Size: Php6.48 Billion
3. OUTLINE
II. Marketing Mix and Strategy
1. Products: X-ray, Ultrasound, CT Scan, MRI
2. Promo: Word-of-mouth
3. Price: 20-30% lower
4. Place: Philippine Heart Center
5. Winning Strategy: Packaging
5. 1. Primary Target Market
Doctors from the Philippine Heart Center
Cardiologists with patients from other institutions
Other physicians with radiologic imaging needs
for patients
Patients who need radiologic imaging
6. 2. The Doctor’s Needs, Wants,
and Demands
Good imaging
Well trained
Radiologists
Definitive diagnosis
Perception of a
Good Doctor
Patient wellness
7. Why choose PHC Radiological
Sciences Division
Well-trained radiologists
Experts in cardiac imaging
No other institution compares
Good equipment
Can compete with private hospitals
Accessible
Easy commute
Located in a major road
Reasonably priced
8. 3a. Direct and Indirect
Competition
DIRECT
INDIRECT
Variables: Location, price, expertise, availability of cardiac services,
doctors
10. 4a. What’s the Gap?
Expertise in Cardiac Imaging
Other modalities are first exhausted before going
into Radiologic Imaging
Lack of referrals from cardiologists from other
institutions
General Imaging
Lack of non-cardiac cases
11. 4b. What’s the opportunity?
How do we position?
Opportunity:
National Center for Cardiovascular Diseases
Offers comprehensive healthcare services
High-end machines and well-trained staff
Lower prices
Position:
Experts in Cardiovascular Imaging
Well-trained General Radiologists for other imaging
needs
Good services, lower cost
12. 5. Size of the Market
Radiologic Services is a Php6.2 billion industry in
the Philippines in 2009
PHC Radiological Sciences Division’s annual sales
is approx. Php64.8M annually
They claim a market share of 1%
Total Market Size = Php6.48B
15. 6. Products/Services Offered
Extensive list of services offered
Comparable to general hospitals and private
institutions
Similar services with competitors
In a nice and clean environment
19. 10. How to we win?
PHC Mission and Vision:
“…provide comprehensive cardiovascular care..”
“…the leader in upholding the highest standards of
cardiovascular care…”
Enhance image: Expertise in Cardiovascular
Imaging
Create market for other imaging needs
Emphasize: Good, reliable services for a lower
cost