The 10-step marketing plan aims to position The Medical City Emergency Department as the preferred emergency care provider for companies in the Pasig area. The target market is companies seeking quality health coverage for employees. The plan involves defining the target market of companies and employees, analyzing competitors, partnering directly with companies to provide coverage and bypass HMOs, developing promotional materials, setting competitive pricing, and implementing a strategy to target companies who will then promote to employees for mutual benefit.

1. 1
10 Step Marketing Plan for
The Medical City –
Emergency Department
Timothy Joseph Abad
Ateneo School of Medicine & Public Health
November 2010

2. 5 Steps for Part 1
(PTM and positioning)
 People who suffer accidents and needs
immediate medical care
 Who wants their symptoms to be addressed
quickly and with accuracy
 Can choose any hospital with an emergency
room
 Gap is that ERs in other hospitals focuses on
individual patients and not bulk patients
 Target market is any company near the Pasig
Area

3. Primary Target Market
 Any company that wants health care
coverage for their employees
 Employees who wants to work in companies
with a good health coverage
 Companies and employees who want to have
medical treatment round the clock
 Behaviour:
 Companies: Want a healthy work force
 Employess: Want to work as quickly as they can

4. Influencing Buyer Behaviour
Employee: I need a company that can
give me health insurance
Company: I need a healthy workforce
Employee: I need to be healthy to
work better and earn more
Company: I need employees that are
healthy so I can have more profit
Employee: I need to know that the company appreciates my
contributions and that they will take care of me

5. 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, Company-based clinics

6. Competitive Position
Map
Location Brand Price Ties with
Companies/
HMOs?
1) The
Medical City
ER
Convenient for
Pasig Residents
Trusted 980 pesos Yes
2) St. Luke’s
Medical
Center
Convenient for
Quezon City and
Makati Residents
Trusted 1000 pesos None
3) Makati
Medical
Center
Convenient for
Makati Residents
Trusted 1030
pesos
None
4) Asian
Hospital
Convenient for
Muntinlupa/
Alabang
Residents
Trusted 1200 pesos None

7. Step 4: Partnering with
Companies
 Companies and their employees want the same
thing:
 a healthy workforce
 Less disruption from work
 By partnering with companies, we serve both the
company and the employees working in it.
 Companies want a healthy work force. This would also serve
in attracting employees
 Employees want a good health coverage
 Eliminating the middle men (HMOs)

8. Step 5: Market Size
 Customer: Big Companies willing to
offer a health care package to their
employees
 Company: Medical City – Emergency
Room Department
 Competition: Other Hospitals, HMOs

9. THE MARKETING MIX
STRATEGY

10. 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. “

11. 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.

12. 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.

13. 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.

14. Competition
 Not all of the competition, including the
TMC, has not yet focused on partnering
with companies
 HMOs are indirect competitors at this
point since they are already attaching
themselves to other companies

15. Step 7: Promo

16. Step 7: Promo
 Target the big companies, the small
ones will follow
 Have meetings with the company and
present offer
 If an agreement is in place, let companies
handle the promos

17. Step 8: Price
Location Brand Price
1) The
Medical
City ER
Convenient for
Pasig
Residents
Trusted 980 pesos
2) St.
Luke’s
Medical
Center
Convenient for
Quezon City
and Makati
Residents
Trusted 1000
pesos
3) Makati
Medical
Center
Convenient for
Makati
Residents
Trusted 1030
pesos
4) Asian
Hospital
Convenient for
Muntinlupa/
Alabang
Residents
Trusted 1200
pesos

18. Step 9: Place

19. Step 10 Winning
Strategy
 Target the companies
 Companies will target the employees
 Stress importance of working together
 Stress mutual benefits for both parties

20. 20
10 Step Marketing Plan for
The Medical City –
Emergency Department
Timothy Joseph Abad
Ateneo School of Medicine & Public Health
November 2010