1. 1 10 STEP Marketing Plan for (HOLYLIFE HOSPITAL) JESUS B. ACANTILADO,MD, DPPS JUNE 19,2010

2. 5 Steps for Part 1(PTM and positioning) Barangay NAPICO(PTM) Health care system (NWE) Primary and secondary Hospitals, private clinics (competitors) Accessability, affordability (gap) 48,000 population, Class BCD (3Cs)

3. 5 Steps for Part 2(Marketing Mix & Strategy) Holylife hospital 20% less from the competitors Uses fliers, news papers, lectures, and events To be distributed at barangayNapico Uses low price and accessible health facility

4. 4 Positioning to the Primary Target Market Part 1: Steps 1 to 5

5. Demographics ; ages – from birth to adulthood, male and female, regardless of civil status, living in barangayNapico and other neighboring town Life style : regular employees, sales clerks, OFW, factory workers, class BCD Behavior- needs an affordable health care system, accessible, easy term payment, complete health facilities. PRIMARY TARGET MARKET IS

6. 2. My PTMs, Needs, wants, expectations. Needs – every member of the family needs check up only if with illness. Wants - they want an accessible hospital which offers low consultation, fast release of laboratory results. Expectation – they expect the hospital is one stop shop, complete laboratory service, recovery from their illness with less expenses possible.

7. I want to provide my family accessible Health care facilities I want my family to be healthy

8. 3. List of Competitors Direct competitors - all secondary hospitals within 5 kilometer radius, namely: St. Therese hospital, Alfonso Hospital, Immaculate Hospital. Indirect competitors – clinics, The Medical City, Mission Hospital, Pasig City General Hospital, Rizal Medical Center.

9. Variables: age of the patients, professional fees, availability of the service, availability of the specialist, HMO accreditation, philhealth accreditation. Continuation Competitors

10. 3b. Competitive Position Map Availability of the service Availability of specialist Price of the ancillary service Professional fees Accessibility of the hospital

11. Positional Map Price vs. service CLINICS TMC VRP Holylife hospital Mission hospital

12. Holylife positioning is shown in this map

13. 4. Identify the gap between customers and competition Holylife Hospital is a primary hospital which offers complete primary health care service within reach of the target market which is barangayNapico. The gap between the patients is the location of the competitors, price of the service

14. Continuation gap between costumers and competition Location of the competitors Price of hospitalization which includes PF, lodging, and other services Offers service to class BCD group of community

15. 5a. Estimate the market size using competitor data Consultation Fee ER. Tertiary hospital (Private) A . 450.00 pesos adult ( 20/day) 3Million/year 2. Consultation Fee ER. Secondary hospital A. 350 pesos adult (20/day) 2.3 Million/ year 3. A total of 48,000 population barangay NAPICO

16. 5. Market Size a total 48,000 population lives in barangay NAPICO.

17. 17 The Marketing Mix Strategy Part 2: Steps 6 to 10

18. 6a. Photos of different hospital competitors Clinic

19. 6b. Product Description Holylife Hospital is a two story building, 2 ER beds, 8 beds capacity primary hospital, duly accredited by DOH, a member of PHA soon 2011 Philhealth accredited. 4 internist 2 pulmonogist, 1 cardiologist, 2 surgeons, 4 pediatricians, 2 OB gyne,

20. Continuation product description 2 ophthalmologist 1 cosmetic surgeon Level 2 Laboratory, 300 MA X ray, minor OR, DR.

21. 7. Price

22. 8a. Promo Advertising use fliers, posters, brochures. Sales Promotions discount on laboratory procedure Public Relations lectures at the barangay level Direct Marketing person to person Personal Selling give samples to patients .

23. 8a. Promo Samples

24. Continuation promo Holylife Hospital : advertisements, sales discount in services, person to person, lectures at barangay hall, telecommunication, news paper, fliers, posters, stickers posted on side of the tricycle.

25. 8b. Competitor’s promo Tertiary Hospital : advertisements, news papers, fliers, HMO, TV, posters, lectures, and websites. Secondary Hospital : advertisements, news papers, fliers, posters, HMO, lectures, and websites.

26. 8c Competitor’s promo TV ads, fliers, poster located along the side streets, sales promo, postgraduate study(tertiary), websites.

27. 9. Location of the hospital President Quezon st,Life Homes subd, Barangay Rosario, Pasig City. With its close vicinity from the barangay, the hospital is located along the main exit of the subdivision’s main road.

28. 10. Winning Strategy Holylife Hospital main strategy is to dominate the health care system of the entire barangay NAPICO. Competitive price of services Location of the hospital, accessibility Excellent, completeness of the ancillary services, comfort, approachable consultant and specialist.

29. 29 SUMMARY Ten steps marketing plan (Holylife Hospital)

30. 5 Steps for Part 1(PTM and positioning) Barangay NAPICO(PTM) Health care system (NWE) Primary and secondary Hospitals, private clinics (competitors) Accessability, affordability (gap) 48,000 population, Class BCD (3Cs)

31. 5 Steps for Part 2(Marketing Mix & Strategy) Holylife Hospital 20% lower price Uses advertisements, lectures, person to person, sales promo Located at the main exit of the subdivision Uses low cost of health service

32. 32 10 STEP Marketing Plan for (HOLYLIFE HOSPITAL) JESUS B. ACANTILADO,MD, DPPS JUNE 19,2010