1. 10 Step Marketing Plan:
St. Luke’s Medical Center
Global City
Jeunesse T. Lee
ASMPH MD-MBA 070058
January 19, 2011
Wednesday, January 19, 2011

2. The Print Ad
- The Philippine Star
- January 15, 2011 Issue
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

3. 1: Target Market
and Positioning
• SLMC Global City’s PTM are Today’s Healthbuffs
• Who needs Premium Quality Healthcare
• Can choose other premiere private hospitals in
the metro (TMC, MMC)
• SLMC Global City offers both luxury and
reasonable pricing while other only focus on either
• The Market Size is about 4.5 B
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

4. I: Positioning
and Target Market
Wednesday, January 19, 2011

5. Target Market:
Today’s Healthbuffs
• Demographics:
• 25-45 years old, social class ABC
• Lifestyle:
• Modern, Health-conscious
• Will pay for luxury at a justified price
• Behavior:
• Quality healthcare is priority
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

6. Needs Premium
Quality Healthcare
I want to be the best
that I can be
I want to be cared for
I want to live long
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

7. Competes with Premiere
Hospitals Around the Metro
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

8. Offers Both Luxury and
Reasonable Pricing
SLMC - GC TMC MMC Asian
Newest Facilities
Luxurious Amenities
Brand Recognition
Only Consultant-level Staff
Latest Technology and Equipment
Accessibility
Promotional Pricing
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

9. Market Size is around
Php 4.5 B
• Company Data
• No company data available
• Competitor Data:
• 2009 Annual Report Sales: Php 1.3 B
• Estimated Market Share: 30%
• Market Size: Php 4.3 B
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

10. Market Size is around
Php 4.5 B
• Consumer Data
• Metro Manila Population: 11.5 M
• Social Class ABC (10%): 1.5 M
• Will go for premium healthcare services (2%): 30,000
• Average Spending per year per person: Php 150,000
• Estimated Market Size: 4.5 B
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

11. II: Marketing Mix
and Strategy
Wednesday, January 19, 2011

12. II: Marketing Mix
and Strategy
• Product: Luxurious Premium Quality Healthcare
• Premium Service at a Competitive Price
• Uses Print ads, TV, and Word of mouth
• Found in Fort Bonifacio, Global City, Taguig
• Uses a Niche approach to succeed.
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

13. SLMC Global Offers Luxurious
Premium Quality Healthcare
• newest facilities
• most advanced
equipment and
technology
• luxurious amenities
• at promo price
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

14. Premium Service at a
Competitive Price
• 50% Off on
Room Rates
and
Laboratories
and Procedures
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

15. Uses Print, TV, and
Word of Mouth
Newspaper
Billboards
TV Commercials
Mobile Advertising
(e.g. buses)
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

16. At the Heart of the Metro
• Fort Bonifacio,
Global City, Taguig
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

17. Niche Approach
• Meeting of Luxury and Promo Pricing
Niche
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

18. Summary
Wednesday, January 19, 2011

19. 1: Target Market
and Positioning
• SLMC Global City’s PTM are Today’s Healthbuffs
• Who needs Premium Quality Healthcare
• Can choose other premiere private hospitals in
the metro (TMC, MMC)
• SLMC Global City offers both luxury and
reasonable pricing while other only focus on either
• The Market Size is about 4.5 B
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

20. II: Marketing Mix
and Strategy
• Product: Luxurious Premium Quality Healthcare
• Premium Service at a Competitive Price
• Uses Print ads, TV, and Word of mouth
• Found in Fort Bonifacio, Global City, Taguig
• Uses a Niche approach to succeed.
10 Step Marketing Plan: St. Luke’s Medical Center Global City
Wednesday, January 19, 2011

21. 10 Step Marketing Plan:
St. Luke’s Medical Center
Global City
Jeunesse T. Lee
ASMPH MD-MBA 070058
January 19, 2011
Wednesday, January 19, 2011