1. Presented by
Somaya Ahmed Abd El-Alim
Supervised by:
Prof Dr /Mona Elbakry
Marketing plan
project for Rehab
rehabilitation center
2. Introduction
*Our center is located in Ein Sokhna road
* Is specialized in rehabilitation and improvement
quality of life for drug addicts and alcoholics,
treatment of personality and sexual disorders
,anxiety and anger management and marriage
consultation
* Three buildings each of three floors besides 30
separate suites beachside
3. *budget is 200 million EGP
*This project is designed to explain in
details the marketing plan for Rehab center
which their owners aim to position it as
market leader as rehabilitation center for
the top notch as celebrities and public
figures
4. *Market profile
*Addicts in Egypt are spending $2.9 billion on
drugs each year
* 129,850 people who entered drug rehabs in
2007
* 8.5 percent of Egyptians - or six million people -
are addicted to drugs, The majority of them are
between 15 and 25 years of age
*The number of inpatient beds assigned to
addiction treatment is only about 600, about
half administered by the government and the
other half by non-governmental agencies or the
private sector.
5. *Vision:
We will lead the field of rehabilitation and mental
health for high level patients through gaining 90% of
their satisfaction.
*Mission:
Our mission is to be the market leader in our
community to help individuals become independent
and ensuring continuous support by delivering an
exceptional patient experience through the integration
of quality care, technology, education, research and
advocacy in safe and secure environment by qualified
careful ,compassionate staff specialized in the field of
rehabilitation and mental health
7. *Market research
*A-problem recognition:
We need to figure out:
-Overview patients and their families' needs and
wants ,beliefs ,concerns and fears
-How our service can be marketed and presented
-Find out our competitive advantage
- Likelihood of adoption of our service in Egypt
8. *B-research objectives:
-Identify business problems
-Set realistic targets
-Understanding potential customers needs
-Identify addicts and mentally disordered patients
in the selected segment
-Formulate the best marketing plan
-Determining price of our service
-Predicting the best programs to be offered
9. *C-Research design:
*Primary data
*Qualitative
This data includes causes of addiction and gives us
social ideas and solutions to be used in marketing or
treatment plans, why patients prefer one center over
others, information about competitors and their plans
*Quantitative
It includes market share of its competitor, capacity of
the market, number of patients or people need service,
how much revenues expected to increase
*Secondary data: collected by specialized agency about
other rehabilitation centers
11. *"PESTEL ANALYSIS“
1-Political and regulatory environment:
-Egypt has suffered quite turbulence after 2011
-In order to establish a new hospital in the health
care sector, a license from the ministry of health,
and accreditation by independent authorities for
quality assurance are needed
-After the revolution the market of drugs open up
more
12. 2-Economic environment
-Economic factor will not affect dramatically our
service as our segment is high social class
-Inflation and interest rate in Egypt will decrease
obviously by 2020
-Growth rate will reach 4.14 by 2020
- The Egyptian pharmaceutical market grew
about 500% from 1995 to 2010
- 16 Billion E.P: Is the average sum of money the drug
addicts in Egypt spend on drugs annually
- 25,000 E.P: is the average budget of the Rehab clinics
in Egypt
-Staff: highly specialized so it will cost us high salaries
13. *Social environment:
- A pack of 20 pills costs between LE3 ($0.43) and LE7 ($1). It is
easily found on Egypt's streets.
- Opiates and heroin comes through Egypt from Afghanistan to
supply the European market.
- Youth and teenagers, starting from as young as twelve, are
the age group most affected by addiction in Egypt.
- The report from national council revealed that in Cairo,
children as young as 11 are using drugs and that use among
people over 15 has jumped from 6.4% to 30%.
- Some upper class addicts pick up the habit from their parents
- The drug addicts from the high class are exceeding and they
do not use the usual common types of drugs in Egypt, they use
Marijuana and stamps
- Thirty four million Egyptians are youths between the ages of
10 and 30.
14. *TBC
- 15% of the university students are drug addicts
- The main drugs are Heroin, Tramadol and
benzodiazepines. Tramadol, in particular, has become
an epidemic.
- The number of those seeking treatment for
addiction is on the rise.
- There is one psychiatrist for approximately 70 000
citizens, more than 1300 psychiatric nurses and about
200 clinical psychologists, with hundreds of general
psychologists working in fields unrelated to mental
health service
-Reports said that the percent of personality disorders
is (4.9%) and anxiety disorders (7.9%)
15. *Technological environment
- A number of policies have been
implemented to attract foreign investment
in IT outsourcing
- There is latest technology regarding equipment
and systems in competing centers so the
organization should keep in mind breakthroughs
and be a leader.
16. *SWOT analysis
Strengths:
- Our place in Ein Sokhna which is not so far from
Cairo
- Place has clear air, between mountains and hills
and the red sea
- Highly specialized staff of psychologists
,psychiatrists and addictologist
- Service is tailored for comfort of our customers
- Our budget is quite high
- High security level as our customers are public
figures
- Confidentiality is one of our great values.
- Luxurious suites and magnificent physical layout.
17. *Weakness:
*-Price is quite high as it is confined to high socioeconomic class
*-Some can see location is far.
*-Limited out patient's clinics working hours.
*Opportunity:
*-Unlicensed Centers claiming to offer treatment for drug
addiction have been popping up in Egypt
*-Many psychiatrists in rehabilitation centers are general ones
not specialized in rehabilitation
*-Reports said that the percent of high socioeconomic class is 5%
and 2% of them are addicts or have mental problems or
personality disorders and are willing to pay for treatment
*-Full governmental support for such projects.
* -Increased national awareness for addiction
18. *Threats:
*-Presence of multinational competitor "Behman hospital" in the
field of psychiatry and Dar abo Elazaim which is the most
famous and trusted in Egypt
*-Some troubles in persuading such high class level at the
beginning
*-Bad experience about addiction treatment either through
social media or through unspecialized centers
*-Bad experience about unlicensed centers
20. We are planning to beat them by:
-Branding our service
-Being innovative and always searching for the
latest methods of treatment
-By talking “to” and “with” the customer
technique
,talking to them by continuous advertising and
sending advices SMSs and with them by periodic
surveys to better understanding them
-Adding values to our service by discounts on
electives or free sessions to relatives
21. *2-New entrants
We are planning to face it by:
Our strategy is to be the provider of choice to the high class
patients by providing luxurious service with high professionalism
and confidentiality aligning with public relation service which
guarantee 90% customer satisfaction and loyalty .Branding also is
a good solution for entrants .government sometimes forms barrier
against new entrants by regulations and lows
*3-Bargainig power of customers
We will assure patient satisfaction and loyalty through
• Having highly specialized physicians and consultants and
well trained nursing staff.
• Establishment of patient relation department working with
marketing department to always evaluating our service comparing
with the increasing demands and with the competitors
22. *4- Bargaining power of suppliers:
We can overcome these problems by:
-Regarding machines and equipment ordered from outside the
country we can order it earlier so we can face time factor
-About medical and pharmaceutical supplies we can put long term
conditions regarding prices and time of delivery
-About doctors we can give them reasonable but still high salary in
the same time compensate them with other benefits like insurance
for all families and free sessions in the center and so on.
*5- Threat of substitute service
we may have substituents regarding massage and relaxation
sessions but the good news is that the centers which provide such
services are not experienced and we can inform our segments with
our experience during the marketing campaigns
24. *Market opportunity
Increasing number of addicts
-Increasing level of living
-New trends in market of anger and anxiety
management
We all in sometimes suffering from stress
29. *Promotion
The advertising objective:
-Awareness of people about our service
Changing of customers' concept about rehabilitation
centers and about addiction treatment
Put us on the first step of targeted market share
Building an institutional and services image
Messaging strategy:
Our main message in introduction phase will be
awareness
Show methods of treatment to patients
-Awareness of society about dangers of addiction
35. *Evaluation and monitoring
Surveys
Focus groups
Tracking our position and market share
We can make after call
Tracking our sales or bed occupancy
*Soft opening
*Official opening
36. *Conclusion & summary
In conclusion, by following this plan we can meet
our organizational and financial goals,
We were careful while designing this plan to align it
with the whole strategic goals
We are not targeting only high class but we could
reach all levels in the community and that will help
us while marketing our secondly intended branch
We are not aiming to provide just high quality
service, but also to brand our service
