MDH hospital aims to serve nearly 3 million people by 2010 and specialize in fast-growing alternative healthcare. It will provide quality care using new equipment and trained staff. The marketing plan includes strategies to increase revenue 25% through promotions, media, PR, customer relations and outreach. Key objectives are to increase cash and credit patients as well as referrals by 25% and attract new insurance companies.

1. Mohamed Refaat, MBA

4. Vision: MDH will be one of the health care leaders in the Eastern Province providing exceptional medical care and service for every patient, every day, in a patient-centered, family-focused environment. Mission: To help MDH achieve their most ambitious marketing goals and strategic communications objectives through providing strategic counsel, creative solutions and timely, responsive activities , strong marketing concepts and excelling at customer service.

8. Sales Objectives - 2010 Target for the year 2010 SR.80,635,498 Millions (Sales objectives for MDH are 25% growth to be added to 2009) Breakup Target 2010 % age contribution 2009 Actual Best of last five years Cash 24,834,878 % 31 16,896,341.00 16,896,341.00 Credit 55,800,620 % 69 40,668,494.00 40,668,494.00

9. Sales 2009 (in Millions) Segments Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cash 1,656,543.45 1,223,667.25 1,151,106.75 1,248,244.10 1,195,095.45 1,035,804.60 1,057,729.95 1,284,650.65 873,328.43 1,179,516.33 1,282,366.00 1,253,611.00 16,896,341.00 Credit 3,966,059.16 4,441,864.61 4,186,233.61 4,546,582.66 4,470,706.67 4,627,131.22 4,487,910.89 4,013,525.96 3,121,552.97 4,377,071.84 3,881,271.00 3,492,397.00 40,668,494.00 Monthly Total 5,622,602.61 5,665,531.86 5,337,340.36 5,794,826.76 5,665,802.12 5,662,935.82 5,545,640.84 5,298,176.60 3,994,881.40 5,556,588.17 5,163,637.00 4,746,009.00 57,564,834.00

10. Sales Targets 2010 (in Millions) Segments Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cash 2,070,543.45 1,528,667.25 1,438,106.75 1,560,244.10 1,1493,095.45 1,293,804.60 1,321,729.95 1,605,650.65 1,091.425,43 1,473,516.33 1,602,957 1,567,013 21,120,42 Credit 4,957,059.16 5,551,864.61 5,232,233.61 5,682,582.66 5,587,706.67 5,783,131.22 5,608,910.89 5,016,525.96 3,901,552.97 5,471,071.84 4,851,588 4,365,496 50,835,567 Monthly Total 7,027,602.61 7,081,531.86 6,671,340.36 7,242,826.76 7,081,802.12 7,077,935.82 6,931,640.84 6,622,176.60 4,992,881.40 6,945,588.17 6,454,546 5,932,511 80,635,498

11. Sales 2009 (in Numbers) Segments Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cash 5719 5294 5836 5841 6015 5758 5230 5890 4644 6017 5599 5988 67831 Credit 17455 17247 19182 18642 17678 18060 17608 17060 12984 19656 16901 19181 212660 Monthly Total 23,174.00 22,541.00 25,018.00 24,483.00 24,699.00 23,818.00 22,838.00 22,950.00 17,628.00 25,673.00 22,500.00 25,169.00 280,491.00

12. Sales Targets 2010 (in Numbers) Segments Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cash 7148 6617 7295 7301 7518 7197 6537 7362 5805 7521 6998 7485 84788 Credit 21818 21558 23977 23302 22097 22575 22010 21325 16230 24570 21126 23976 265825 Monthly Total 28,967.00 28,176.00 31,272.00 30,603.00 30,873.00 29,772.00 28,547.00 28,687.00 22,035.00 32,091.00 28,125.00 31,461,00 350,613,00

18. Sales Promotion Plan – 2010 (Hospital Level Promotion) Sl.No Promotion Details Period From - To Expected Revenue Incremental Revenue Expected Expense 1 Pre Marital Examination 1Jan -31Dec 250,000 248,000 2,000 2 Antenatal Care 1July –31 Dec 350,000 347,000 3,000 3 Second Opinion Cases(Cash patients) 1Jan -31Dec 250,000 248,000 2,000 4 Off Days 1July -31Dec 500,000 482,000 18,000

19. Sales Promotion Plan – 2010 (Cash Patients) Sl.No Promotion Details Period From - To Expected Revenue Incremental Revenue Expected Expense 1 3 Ministries Discounts 1March -31 Dec 500,000 490,000 10,000 2 General Checkup 1Jan -31Dec 200,000 195,000 5000 3 Antenatal Care 1July -31Dec 350,000 340,000 10,000 4 Off Days 1Jan -31Dec 500,000 485,000 15,000 5 International Days 1Jan- 31 Dec 100,000 95,000 5000

20. Sales Promotion Plan – 2010 (Charge) Sl.No Promotion Details Period From - To Expected Revenue Incremental Revenue Expected Expense 1 Second Opinion Cases coming from Insurance Companies Twice a year 250,000 240,000 5,000 2 3 4

21. Sales Promotion Plan – 2010 (Customer Segments) Sl.No Promotion Period From - To Expected Revenue Incremental Revenue Expected Expense 1 Philippines Week 12 – 18 June 20,000 18,500 1,000 2 Egyptian Week 23 - 30 July 25,000 23,500 1,000 3 Pakistani Week 14 – 20 August 50,000 13,500 1,500 4 Indian Week 15 – 21 August 50,000 13,500 1,500 5 Sudan's Week 1-8 January 25,000 23,500 1,000

25. Media Calendar – 2010 Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TV ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ ------------------------ Press (Newspaper) Dr.Loay Dr.Ihab Dr.Nadia CT Dr.Ihab Dr.Loay Dr.Manouj Outdoor (egs: billboards) MDH billboards MDH billboards MDH billboards MDH billboards Indoor (eg: Al Akbar) MDH Akhbar MDH Akhbar MDH Akhbar MDH Akhbar Internet OK OK OK OK OK OK OK OK OK OK OK OK

26. Media Calendar – 2010 Press Newspapers/Magazine Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec MDH Newsletter OK OK OK OK Al-youm newspaper OK OK OK OK OK OK OK OK OK OK

27. Media Calendar – 2010 Outdoor/Indoor Locations & Indoor materials Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Main Reception Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Roll up + Posters Male waiting areas New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters Female waiting areas New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters New Dr posters

28. Media Calendar – 2010 Internet Websites details Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Existing services OK OK OK OK OK OK OK OK OK OK OK OK New services OK OK OK OK OK OK OK OK OK OK OK OK New doctors updating OK OK OK OK OK OK OK OK OK OK OK OK Registrations ------ ------ ------ ------ ------ ------ ------ OK OK OK OK OK

31. PR Calendar – 2010 Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec School Visits Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Woman Day 8th Civil Defense Day 12th Health care Day 7th Dental are Week 7th Mother Day 10th Family Day 15th Stop Smoking Day 31st Drugs Stopping Day 26th Children Day 7th Behavioral health Day 10th

32. Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Diabetic Day 14th Aids Day 1st Handicapped Day 3d Police Day 18th

34. Customer Relations Calendar – 2010 Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Patient satisfaction Survey OK OK OK OK OK OK OK OK OK OK OK OK Client satisfaction Survey OK OK OK OK OK OK

35. Customer Relation – Activity Schedule Sl.No Activity Period Responsibility 1 Monthly party 1st Friday M. Refaat 2 Children club Weekly Mrs. Azza 3 4

37. Outreach program Calendar – 2010 Depts/Doctors Date of Visit Place Dr. Manoug Jan Indian School Dr. Reda A.Razak Dr. Heba Ashry Jan WAMY Dr. Loay Basiouny Dr. Nadia Tobgy Feb GOSI Dr. Tamer March GOSI Dr. M.Ismail March Cement Dr. M. Awady April STC Dr. Loay Basiouny April GOSI

38. Departments/ Doctors Date of Visit Place Dr. Saeed Iqbal Dr. Serine April Pakistani School Dr. A. Hameed May SCECO Dr. Mervat Dr. Heba Ashry May WAMY Dr. Bahaa June Al-Zamil Dr. Malak June Saudi Airlines Dr. M. Awady June SCECO Dr. Gamal A. Hameed July GOSI

39. Departments/ Doctors Date of Visit Place Dr. Loay Basiouny Sep GOSI Dr. M.Ismail Sep Saudi Airlines Dr. Reda A.Razak October Beauty Forum Dr. M. Ashraf October Pakistani School Dr. Atiya November Al-Rashid Dr. Talaat November Indian School Dr. Loay Basiouny November GOSI Dr. M. Awady December Cement

40. Outreach Program – 2010 (Activity Plan) Sl.No Activity Area Expected Result (in Revenue) Expected Result (Qualitative) 1 Planned and arranged lectures & Clinics Al-Khobar 350,000 MDH Brand Awareness Publicity

41. Departments/ Doctors Date Place Dr. Loay Basiouny March Meridian Dr. Siddiqui April Meridian Dr. Zuhair Kayaly April Meridian Dr. Ihab Hekal May Meridian Dr. Nadia Altobgy May Meridian Dr. M. Awady June Meridian Dr. M Hindi June Meridian

42. Departments/ Doctors Date Place Dr. Sameer Maher September Meridian Dr. George Debsi October Meridian Dr. Gamal A.Hameed October Meridian Dr. Loay Basiouny November Meridian Dr. Siddiqui November Meridian Dr. Efat December Meridian

45. Community programs Calendar – 2010 Activities Date Pakistani Camp Jan 15 th Bangladeshi Camp March 5 th Women Intl Day March 8 th Civil Defense Day March 12 th Egyptian Camp March 19 th TB Intl Day March 24 th Sudanese Camp April 2 nd Healthcare Intl Day April 7 th Indian Camp April 9 th

46. Activities Date Philippine Camp April 23 rd Mother Day May 10 th Family Intl Day May 15 th Drugs Intl Day June 26 th Childhood Intl Day October 7 th Behavior health Intl Day October 10 th Diabetics Intl Day November 14 th Aids Intl Day December 1 st Handicapped Intl Day December 3 rd Police Intel Day December 18 th

50. New Project Initiatives-2010 Activities Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec Responsible Person Psychiatry unit opening 1st Mohamed Refaat Pain clinic 1st Mohamed Refaat Geriatrics clinic 1st Mohamed Refaat Family Consult clinic 1st Mohamed Refaat Diabetic Foot Unit 1st Mohamed Refaat Check up programs Unit 1st Mohamed Refaat

52. Thank You