Dolores 10 Step Marketing Plan

The 10 Step Marketing Plan
Rinah Elaisse R. Dolores
Ateneo School of Medicine and Public Health
Ateneo Graduate School of Business
1997 Edition
https://www.facebook.com/v65ASMPHMarkma

10 STEP
Marketing Plan for
HEALTHY CHOICE
MEDICAL CLINIC
Rinah Elaisse R. Dolores
August 2015

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.
Disclaimer

1. Clinic’s PTM are health-conscious working adults
2. PTM needs to be healthy in order to accomplish
other things
3. Healthy Choice has many formidable
competitors
4. Healthy Choice positions strongly in a
differentiation market opportunity
5. Ambulatory Health Clinic market is P 6.5 billion
Steps 1 to 5
A healthy working class

6. What makes Healthy Choice different?
7. Healthy Choice is an affordable choice
8. Healthy Choice uses word of mouth,
advertising events and experiences
9. Healthy Choice in malls nationwide
10. Healthy Choice differentiates
Steps 6 to 10
With the power for their own
body

1. Clinic’s PTM are health-
conscious working adults
 19-60 years old, males and females,
social class A, B, C, single/married
 Working population, particularly the
white- and pink-collared workers
 Check-up at least once a year to a
health care facility that can cater to
almost all their health needs

2. PTM needs to be healthy in order to
accomplish other things
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I am happy with my well-being
like when I am healthy
I need to be healthy

2. Workers have unique
needs, wants & demands
Needs: Workers need to be physiologically healthy
and secured, gain self esteem and self
actualization
Wants: Workers prefer Healthy Choice over other
clinics because of its service, price, personalized
experience and brand promise.
Demands: Accessibility, personalized and fast
service where they can get all their health needs all
in one place

3. Healthy Choice has many
formidable competitors
 Direct: Healthway, Patient First, The
Medical City Satellite Clinics, Borough Medical
Clinic
 Indirect: Wellness centers, Hospital Clinics
 Variables: Age, Price, Service range,
Accessibility, Brand promise of
personalized and holistic
biopsychosocial management

4. Healthy Choice positions
strongly in a differentiation market
opportunity
Healthy Choice is the only clinic that provides
affordable, high-quality, holistic service that
focuses on the biopsychosocial well-being
of a patient
Traditional positioning focuses on addressing
the biomedical aspect of a patient
Healthy Choice positions strongly in a
differentiation market strategy

5a. Private medical activities
accounted for the biggest number
of establishments
2009 Survey of Tourism Establishments in the Philippines (STEP) for Health and
Wellness : Final Results (https://psa.gov.ph/content/2009-survey-tourism-establishments-
philippines-step-health-and-wellness-final-results)

5b. Total revenue generated by
hospital and wellness establishments
amounted to PhP62.8 billion.
• Total revenue generated by hospital and
wellness establishments amounted to Php
62.8 billion.
• Hospital and other similar activities earned
the highest with PhP52.1 or 82.9 percent.
• Of the total revenue, PhP2.8 billion or 4.5
percent was generated from tourists.

5b. Total revenue generated by
hospital and wellness establishments
amounted to PhP62.8 billion.

5c. Consumer data indicates a
size of P 6.5 billion
1. Retail Clinics Hit 10 Million Annual Visits But
Just 2% Of Primary Care Market (Japsen, B. (2015). Retail
Clinics Hit 10 Million Annual Visits But Just 2% Of Primary Care Market . Retrieved from:
http://www.forbes.com/sites/brucejapsen/2015/04/23/retail-clinics-hit-10-million-annual-visits-but-just-
2-of-primary-care-market/ )
2. In the US, there are 1.2 billion ambulatory
care visits in a year (Centers for Disease Control and Prevetion. (2012).
Summary Health Statistics for U.S.Adults: National Health Interview Survey, 2012)

5c. Consumer data indicates a
size of P 6.5 billion
1. In a study, there is an average of 47, 364
out patient visits in a year (Tsilaajav, T. (2009). Costing study for
selected hospitals in the Philippines )
2. Cost per outpatient visit: Php 378; per
emergency visit: Php552 (Tsilaajav, T. (2009). Costing study for
selected hospitals in the Philippines )
47 366 x 378 x 365 = P 6.5 billion

5. Concluded that Ambulatory
Health Clinic market is P 6.5
billion
1. Competitor data= Php 62.8 billion
2. Company data = Php 62.8 billion
3. Customer Usage data = P 6.5 billion

6a. Healthy Choice also in
malls nationwide

6a. Healthy Choice along with
other ambulatory health clinics

6b. What makes Healthy
Choice different?
Healthy Choice is the only clinic that
provides affordable, high-quality,
holistic service that focuses on the
biopsychosocial well-being of a
patient

7. Healthy Choice is an
affordable choice
 Php 300 per consult

8a. Healthy Choice uses word of
mouth, advertising events and
experiences
1
2
3

8a. Word of mouth is still the
primary way of promotion
I had a very nice
experience at
HEALTHY CHOICE!
You must come
there too!
Really? Okay, I
will!

8a. Healthy Choice at a glance

8b. Healthway tie ups with
banks

9. Healthy Choice in malls
nationwide
 Healthy Clinic is accessible. It is located
in different malls nationwide to cater
different segments of the population
 Cash and credit transaction

ALL PRESENT IN HEALTHY CHOICE!

Healthy Choice differentiates by
providing a holistic biopsychosocial
service to all patients along with its
accessibility and other facilities making
it the number one go-to ambulatory
clinic of Filipinos

SUMMARY

Dolores 10 Step Marketing Plan

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