1. Anna Samantha Imperial
MD 070020 ASMPH
The Medical City
Emergency
Department

2. STEP 1: PRIMARY TARGET
MARKET
 Consists of but not limited to patients:
 From socioeconomic classes A, B and C
 From different places
 From different age groups
 With good health- seeking behavior
 Who have a non- urgent/ urgent medical concern

3. STEP 2: NEEDS, WANTS AND
DEMANDS OF THE PRIMARY
TARGET MARKET
I want to have quality and affordable care
for my urgent or non- urgent needs and
concern for my health or condition.
I need to be taken care of.
I should be taken care of.
I should be treated well.
I deserve good health care.

4. STEP 3: COMPETITION AND
COMPETITIVE POSITION MAP
 Direct Competitors: St. Luke’s Medical Center,
Makati Medical Center, Asian Hospital
 Indirect Competitors: Small hospitals and clinics

5. COMPETITIVE POSITION MAP
Location Brand Price Social
Class
1) The
Medical City
ER
Convenient for
Pasig Residents
Trusted 980
pesos
A, B, C
2) St. Luke’s
Medical
Center
Convenient for
Quezon City and
Makati Residents
Trusted 1000
pesos
A, B, C
3) Makati
Medical
Center
Convenient for
Makati Residents
Trusted 1030
pesos
A, B, C
4) Asian
Hospital
Convenient for
Muntinlupa/
Alabang Residents
Trusted 1200
pesos
A, B, C

6. STEP 4: POSITIONING WITH
PRICE
 The Medical City ER has the most affordable ER
consultation fee.
 Quality health service and prompt care is given
to all patients who come to the TMC- ER.

7. STEP 5: MARKET SIZE
 Customer: The population of Pasig City, as of
May 2000 was 505,058 persons.
 Company: The Medical City: “Patient on
centerstage”, “Where Patients are Partners”
 Competition: Presence of other hospitals with
patient quality care and available emergency
room services

8. STEP 6: PRODUCT
The Medical City Special Services:
“The Emergency Department is a 24-hour service
department principally dedicated to immediate and
competent first contact care of patients whose
conditions require prompt attention. “

9. PRODUCT COMPETITORS
Makati Medical Center Emergency Medicine:
At the frontline of medical care
Makati Medical Center´s Emergency Department is
always ready to provide treatment for patients with
acute illnesses and injuries that require immediate
medical attention. With state of the art diagnostic
equipment and a full arsenal of the latest treatment
modalities our highly trained emergency medicine
specialists are fully capable of helping patients with
all kinds of medical needs.

10. PRODUCT COMPETITORS
Asian Hospital Emergency Medicine:
Providing high-quality emergency care
Asian Hospital and Medical Center’s Department
of Emergency Medicine provides high-quality
care to patients whose life is seriously threatened
by disease or trauma. Patients receive prompt
and personalized attention from our team of
highly trained emergency medicine specialists
and experienced, compassionate nurses and
caregivers.

11. PRODUCT COMPETITORS
St. Luke’s Medical Center:
The St. Luke’s Emergency Department is composed of a
group of adult emergency physicians trained in
Emergency Medicine and pediatric specialists with a
background in Pediatric Emergency. The Emergency
Room sees about 30,000 – 40,000 adults and 12,500 -
15,000 children annually. The Emergency Department
can handle medical, surgical and toxicologic emergencies
in adults and children 24 hours a day. It is well staffed
and equipped with personnel trained in the latest
guidelines for adult and pediatric resuscitation. The
latest in diagnostic modalities and therapeutics can be
made available to patients on a timely basis.

12. STEP 7: PROMO

13. STEP 7: PROMO

14. STEP 7: PROMO
 Media
 Newspapers
 Magazines
 Internet
 Word of mouth

15. STEP 8: PRICE
Price
1) The Medical
City ER
980 pesos
2) St. Luke’s
Medical Center
1000 pesos
3) Makati Medical
Center
1030 pesos
4) Asian Hospital 1200 pesos

16. STEP 9: PLACE

17. STEP 10 WINNING STRATEGY
“At the heart of TMC's service philosophy are new
paradigms of hospital care addressing the entire
continuum of health needs, and the patient as an
equal, informed and empowered partner in the
pursuit and preservation of health. TMC is
accredited by the Joint Commission International
(JCI), the world’s most prestigious accrediting
body for international health care organizations.”

18. Anna Samantha Imperial
MD 070020 ASMPH