1. 10 STEP Marketing Plan for BTL (Bilateral Tubal Ligation) through Minilaparotomy under local anesthesia Rudolfo C. Villarin MD. June 21, 2010 http://rcvillarin.blogspot.com
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4. Positioning to the Primary Target Market Part 1: Steps 1 to 5 http://rcvillarin.blogspot.com
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8. BTL is #1 niche: Direct FP method for aged 25 to 34 Female Sterilization Oral Contraception Female Sterilization Female Sterilization Oral Contraception Oral Contraception FP method vs. Age Matrix http://rcvillarin.blogspot.com FP method/ Age Matrix 15-19yrs 20-24yrs 25-29yrs 30-34yrs 35 yrs up Direct Indirect
9. BTL unique positioning is shown in this competitive map Positioning vs. FP method http://rcvillarin.blogspot.com BTL-Minilap Oral Contraceptive IUD Convenient Permanent Safe Cost Effective Training for Procedure No partner compliance
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12. The Marketing Mix Strategy Part 2: Steps 6 to 10 http://rcvillarin.blogspot.com
13. 6a. BTL Direct Competitors Minilaparotomy (Minilap) Small incision (<5 cm) Uterus manipulated to expose tubes Laparotomy (CS) Larger incision (5-10 cm) Tubes accessed through incision Laparoscopy Tiny incision (1 cm) Tubes located with laparoscope Rings (Falope/Yoon Electrocoagulation (fulguration) Clips (Filshie, Hulka/Wolf) http://rcvillarin.blogspot.com
14. 6a. BTL Indirect Competitors THE PILL Male Condom THE PATCH (Ortho Evra) Depot Medroxyprogesterone acetate (DMPA-SC) IUD - Intrauterine Device (Rx) http://rcvillarin.blogspot.com
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17. 8a. Promo- Advertising Everyone needs a plan. Bilateral Tubal Ligation is a procedure wherein a woman’s fallopian tubes are blocked. It is a permanent form of birth control in which the eggs cannot move from the ovary through the tubes (a woman has two fallopian tubes), and eventually to the uterus. Also, sperm cannot reach the egg in the fallopian tube after it is released by the ovary. Pregnancy is prevented. A tubal ligation typically is performed via a small incision in your abdomen. It can either be performed after delivery or at a latter time. When a tubal ligation is performed after delivery it is called a post-partum tubal ligation and does not require laparoscopy. If you have a tubal ligation and you are not pregnant, it is usually performed by laparoscopic surgery. All forms of tubal ligation require either burning, cutting, clamping or tying the mid section of your fallopian tubes. WHAT IS BILATERAL TUBAL LIGATION? Source: http://www.beverlyhills.ph/centers_gynecology_Bilateral_Tubal_Ligation.php http://rcvillarin.blogspot.com
19. 8b. Competitor promo The Pill is a tablet containing two female hormones – an oestrogen and a progestogen. Various oestrogens and progestogens are used in the many different types of Pill which are available. There are currently 23 brands on the market in Britain. These two hormones stop you from ovulating (producing an egg) each month. And if you don’t ovulate, you won’t get pregnant. In addition, the hormones thicken the secretions round your cervix, making it more difficult for sperm to get through. Also, they make the lining of your womb thinner, so that it’s less receptive to an egg. What is the Pill? Source: http://www.netdoctor.co.uk/sex_relationships/facts/contraceptivepills.htm http://rcvillarin.blogspot.com
26. 10 STEP Marketing Plan for BTL (Bilateral Tubal Ligation) through Minilaparotomy under local anesthesia Rudolfo C. Villarin MD. June 21, 2010 http://rcvillarin.blogspot.com
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