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10 marketing plan
- 1. 1 10 STEPS Marketing Plan for Varicose Vein Center Martin Anthony A. Villa, MD June 20, 2010 www.myvaricosevein.com
- 3. 1. My primary target market is.. Demographics Age range- Adults Sex- Men and Women Social class- ABC Lifestyle Varicose veins are progressively worsening with age Behavior Worse amongst those with risk factors such as during standing, pregnancy www.myvaricosevein.com
- 4. 2. My PTM’s NWE Patients need: To build (social) Self-Esteem, feel healthy Varicose veins are Unsightly- bulging veins, hyperpigmentation aesthetic aspect Lifestyle limiting- functionality restricted by leg aches, heaviness and pain. Progressive- into venous dermatitis, venous stasis ulcer. www.myvaricosevein.com
- 6. 3a. Competitors Direct: Traditional Medical Practice- Dermatologist, General Surgeons, Vascular Surgeons, Cardiologist- Vascular Medicine Facilities such as aesthetic center or free standing centers. Indirect: Products- Lioton Gel, Hirudoin Cream Variables: Price, treatment technique www.myvaricosevein.com
- 7. 4. Positions strongly in a niche market opportunity The Varicose Vein Center is the only hospital base center dedicated in the management of varicose vein disease It offers several treatment options that are office based procedure done as outpatient all under one roof such as: Ultrasound venous study Endovenous laser therapy Sclerotherapy Ambulatory phlebectomy www.myvaricosevein.com
- 8. 5. Estimate the market size
- 9. 5. Estimate the market size Varicose veins are found in as much: 25-40 % of women 15-25% of men www.myvaricosevein.com
- 10. Risk Factors Hereditary Gender Age Pregnancy
- 11. 6. Product category The varicose vein center of several outpatient treatment options including Endovenous laser treatment Ambulatory Phlebectomy Transilluminatedsclerotherapy Superficial laser therapy www.myvaricosevein.com
- 13. Office/ base
- 14. Outpatient
- 15. No Scar
- 16. Little or no pain
- 18. Return to normal activity immediatewww.myvaricosevein.com
- 19. Treatment: Microphlebectomy Also known as stab phlebectomy or ambulatory phlebectomy Performed under local anesthesia Well tolerated in the office setting A fine phlebectomy instrument is inserted through the 2-3 mm incision to grasp the vein. This vein is teased from the surround tissues and removed. www.myvaricosevein.com
- 20. Treatment: Transluminated Sclerotherapy www.myvaricosevein.com
- 21. 7. Price Expensive, higher than competitors. For instance, endovenous laser therapy of one GSV PhP 65,000.00++ with SLMC PhP 45,000.00++ with Competitor 1 Php 55,000.00++ with Competitor 2 www.myvaricosevein.com
- 22. 8a. Promo Advertisment Tri Media Newspaper articles- Philstar Philippine Inquirer Radio Interview- DZMM Seafarer’s Radio TV appearance- Salamat Doc www.myvaricosevein.com
- 23. 8a. Promo
- 24. 8a. Promo Advertisment Tarpaulin at the Doctor’s Clinic Lobby Poster placed at the exit site of the hospital Flyers SLMC Website www.myvaricosevein.com
- 26. 8a. Promo Sale Promotion BPI tie up for 0 % if patient uses BPI credit card. Public Relation Lay Forum last January 2009. Varicose vein screening ( plan ) www.myvaricosevein.com
- 27. 8a. Promo Personal Selling Website MPAS bill board www.myvaricosevein.com
- 29. 8b. Competitor promo Follows the same pathway of using tri-media such as newspaper, television and radio. Internet websites are very popular as well in promoting their services. www.myvaricosevein.com
- 32. 9. Varicose Vein Center is located at at the SLMC SLMC is a premier medical center Trusted name in healthcare management locally and internationally. Caters to both local market as well as foreigners - medical tourism. www.myvaricosevein.com
- 33. 10. What is the generic winning strategy? Offers a holistic approach to the evaluation and management of varicose vein diseases One stop shop- evaluation, diagnosis and treatment can be performed on same day Latest in technology in vein treatment First and only vein center located in a medical facility. www.myvaricosevein.com
- 34. 28 10 STEPS Marketing Plan for Varicose Vein Center Martin Anthony A. Villa, MD June 20, 2010 www.myvaricosevein.com