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10 Step Marketing Plan for
KIDNEY AID
Jesus Martin Generoso, Jr.
Ateneo School of Medicine and Public Health
November 30, 2010
5 Steps for part 1:
PTM and Positioning
1. Demographics: Class A and B with
Chronic Kidney Disease
2. What they need: Hemodialysis
treatment 3 times a week not within the
hospital setting
3. Competitors: The Medical City, St.
Luke’s, Cardinal Santos, dialysis
centers (Hemotek, Asia Renal Care)
5 Steps for part 1:
PTM and Positioning
4. The gap: all other institutions only
focus on the hemodialysis; no other
patient-comfort services
5. Market size: 88,000 needing dialysis
for Pasig City, San Juan, Quezon City
 For KA: target is 250-500 patients per
month
5 Steps for part 2:
Marketing mix and Strategy
1. Product: Hemodialysis center with
added services for patient comfort (and
pampering)
2. Price: competing with TMC
3. Promo: TV, Print (esp. wellness and
lifestyle magazines), website,
sponsorships and special
packages/discounts (esp. during
holidays)
5 Steps for part 2:
Marketing mix and Strategy
4. Place: Greenhills area, at some golf
and country clubs
5. Generic Winning Strategy: niche
6
Positioning to the Primary
Target Market
Part 1: Steps 1 to 5
1. Kidney Aid target
market: CKD patients
 Demographics: no age in particular, M/F
social class A and B
 Lifestyle: majority are retired (some still
working), waiting for a kidney donor,
well-to-do
 Behavior: 3 times a week (for 4-6
hours); wants more pampering, comfort,
serenity, etc.
2. Needs, wants, expectations
 Needs:
 to survive (Physiologic)
 Safety and excellence of treatment (Safety)
 To still be able to be the best
parent/grandparent (Self-actualization)
2. Needs, wants, expectations
 Wants: to be more comfortable, more
personalized service
 Expectations: to not be stressed and
reminded of his/her illness
I feel fulfilled when I get
to take care of my grandkids
Need to survive
for the future
I need to know that I
am in good hands
3a. The competitors
 Direct: TMC, St. Luke’s Medical Center,
Cardinal Santos Medical Center, dialysis
centers (Hemotek, Asia Renal Center)
 Indirect: dialysis centers in malls, home
hemodialysis
 Variables: setting/place, promos, more
personalized service, quality of
medical service
3b. Competitive position map
Setting
Hospital
Standard
dialysis center
Dialysis-spa
Servic
e
Medical only
Medical and
personal
setting
vs.
added/personalized
service
TMC,
St. Lukes,
Cardinal santos
Hemotek
ARC
KA
3b. Competitive position map
Kidney Aid TMC St. Lukes Cardinal
Santos
Dialysis
centers
Location Greenhills Ortigas Ave. E. Rodriguez Greenhills Quezon
City
Promos Group
package
reuse reuse Reuse reuse
Quality
of
medical
service
Superior Superior Superior Superior Superior
Added
service
Personalized Patient-
centered
none none None
4. The opportunity: NICHE
 All present dialysis centers mainly focus
on medical service only
 KA also provides more personal service
during your stay
 Foot massage, manicure/pedicure,
personal TV/DVD, serene environment,
opportunity for group activity
5a. Market Size:
The Medical City
 500 – 1000 patients/month
 P6000 per session, 3 times a week
 P36,000,000-P72,000,000 per month
5b. KA: where do we stand?
 Population of San Juan City: 125,338
 Population of Pasig City: 617,301
 Population of Quezon city: 2,679,450
 Total: 3,422,089
 Prevalence of CKD stage 5 is 2.6% in
Philippines (NNHeS 2003-2004)
 88, 974 CKD stage 5 patients
Population source: National statistical coordination board www.nscb.gov.ph
5b. KA: where do we stand?
 Many patients with CKD!
 Assumption/goal: 200-500 patients a
month, with 3 sessions a week
 P15,600,000 – P39,000,000 a month
18
The marketing mix strategy
Part 2: Steps 6 to 10
6a. KA envisioned
6b. Kidney Aid: the best for
the kidney, the best for the
soul.
 Main service: hemodialysis
 Additional service
 located at an environment NOT
reminiscent of a standard hospital setting
 On-site medical consultations
6b. Kidney Aid: the best for
the kidney, the best for the
soul.
 Main service: hemodialysis
 Additional service
 With pampering while dialysis is on-going

Food massage, pedicure

Gourmet food

Serene environment, relaxing music,
aromatherapy
6b. Kidney Aid: the best for
the kidney, the best for the
soul.
 Main service: state-of-the-art
hemodialysis
 Additional service
 For business-minded people

Business magazines/newspapers
 Communal rooms, group packages

Facing other people – board and card games,
for having conversations with other patients
7. Price – 30% premium vs.
stand-alone centers;
comparable to The Medical City
 Hemotek: approximately P5000 per
session
 The Medical City: P6000 per session
7. Price – 30% premium vs.
stand-alone centers;
comparable to The Medical City
 Kidney Aid
 Base service: approximately P6500

With medical consultation and aromatherapy
 Additionals:

1 main entrée and dessert

Spa treatment for feet
 Group package: approximately P6250
each

Recreation room
8a. Promotions
 Website
 Sponsorships with free treatments
 TV
 Print media (especially lifestyle
magazines)
8b. Promotions – the
competition
8b. Promotions – the
competition
8b. Promotions – the
competition
8b. Promotions – the
competition
8b. Promotions – the
competition
9. Place: GREENHILLS
 To provide the option for those going to
Cardinal Santos, The Medical City, St.
Luke’s
 targeted: San Juan population
 Greenhills residents, extending to Valle
Verde and New Manila.
 Also accessible to Club Filipino and Wak-
Wak members
9. Place: GREENHILLS
 After treatment: shopping!
 Possible expansions
 Golf and country clubs
10. The winning strategy:
NICHE
 The only center offering
additional services focusing on
comfort and lifestyle
 It benefits from people wanting
state-of-the-art and patient-
centered service
 Excellent, premium-priced
service located within the Metro
Summary
5 Steps for part 1:
PTM and Positioning
1. Demographics: Class A and B with
Chronic Kidney Disease
2. What they need: Hemodialysis
treatment 3 times a week not within the
hospital setting
3. Competitors: The Medical City, St.
Luke’s, Cardinal Santos, dialysis
centers (Hemotek, Asia Renal Care)
5 Steps for part 1:
PTM and Positioning
4. The gap: all other institutions only
focus on the hemodialysis; no other
patient-comfort services
5. Market size: 88,000 needing dialysis
for Pasig City, San Juan, Quezon City
 For KA: target is 250-500 patients per
month
5 Steps for part 2:
Marketing mix and Strategy
1. Product: Hemodialysis center with
added services for patient comfort (and
pampering)
2. Price: competing with TMC
3. Promo: TV, Print (esp. wellness and
lifestyle magazines), website,
sponsorships and special
packages/discounts (esp. during
holidays)
5 Steps for part 2:
Marketing mix and Strategy
4. Place: Greenhills area, at some golf
and country clubs
5. Generic Winning Strategy: niche
39
10 Step Marketing Plan for
KIDNEY AID
Jesus Martin Generoso, Jr.
Ateneo School of Medicine and Public Health
November 30, 2010

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Generoso kidney aid

  • 1. 1 10 Step Marketing Plan for KIDNEY AID Jesus Martin Generoso, Jr. Ateneo School of Medicine and Public Health November 30, 2010
  • 2. 5 Steps for part 1: PTM and Positioning 1. Demographics: Class A and B with Chronic Kidney Disease 2. What they need: Hemodialysis treatment 3 times a week not within the hospital setting 3. Competitors: The Medical City, St. Luke’s, Cardinal Santos, dialysis centers (Hemotek, Asia Renal Care)
  • 3. 5 Steps for part 1: PTM and Positioning 4. The gap: all other institutions only focus on the hemodialysis; no other patient-comfort services 5. Market size: 88,000 needing dialysis for Pasig City, San Juan, Quezon City  For KA: target is 250-500 patients per month
  • 4. 5 Steps for part 2: Marketing mix and Strategy 1. Product: Hemodialysis center with added services for patient comfort (and pampering) 2. Price: competing with TMC 3. Promo: TV, Print (esp. wellness and lifestyle magazines), website, sponsorships and special packages/discounts (esp. during holidays)
  • 5. 5 Steps for part 2: Marketing mix and Strategy 4. Place: Greenhills area, at some golf and country clubs 5. Generic Winning Strategy: niche
  • 6. 6 Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 7. 1. Kidney Aid target market: CKD patients  Demographics: no age in particular, M/F social class A and B  Lifestyle: majority are retired (some still working), waiting for a kidney donor, well-to-do  Behavior: 3 times a week (for 4-6 hours); wants more pampering, comfort, serenity, etc.
  • 8. 2. Needs, wants, expectations  Needs:  to survive (Physiologic)  Safety and excellence of treatment (Safety)  To still be able to be the best parent/grandparent (Self-actualization)
  • 9. 2. Needs, wants, expectations  Wants: to be more comfortable, more personalized service  Expectations: to not be stressed and reminded of his/her illness
  • 10. I feel fulfilled when I get to take care of my grandkids Need to survive for the future I need to know that I am in good hands
  • 11. 3a. The competitors  Direct: TMC, St. Luke’s Medical Center, Cardinal Santos Medical Center, dialysis centers (Hemotek, Asia Renal Center)  Indirect: dialysis centers in malls, home hemodialysis  Variables: setting/place, promos, more personalized service, quality of medical service
  • 12. 3b. Competitive position map Setting Hospital Standard dialysis center Dialysis-spa Servic e Medical only Medical and personal setting vs. added/personalized service TMC, St. Lukes, Cardinal santos Hemotek ARC KA
  • 13. 3b. Competitive position map Kidney Aid TMC St. Lukes Cardinal Santos Dialysis centers Location Greenhills Ortigas Ave. E. Rodriguez Greenhills Quezon City Promos Group package reuse reuse Reuse reuse Quality of medical service Superior Superior Superior Superior Superior Added service Personalized Patient- centered none none None
  • 14. 4. The opportunity: NICHE  All present dialysis centers mainly focus on medical service only  KA also provides more personal service during your stay  Foot massage, manicure/pedicure, personal TV/DVD, serene environment, opportunity for group activity
  • 15. 5a. Market Size: The Medical City  500 – 1000 patients/month  P6000 per session, 3 times a week  P36,000,000-P72,000,000 per month
  • 16. 5b. KA: where do we stand?  Population of San Juan City: 125,338  Population of Pasig City: 617,301  Population of Quezon city: 2,679,450  Total: 3,422,089  Prevalence of CKD stage 5 is 2.6% in Philippines (NNHeS 2003-2004)  88, 974 CKD stage 5 patients Population source: National statistical coordination board www.nscb.gov.ph
  • 17. 5b. KA: where do we stand?  Many patients with CKD!  Assumption/goal: 200-500 patients a month, with 3 sessions a week  P15,600,000 – P39,000,000 a month
  • 18. 18 The marketing mix strategy Part 2: Steps 6 to 10
  • 20. 6b. Kidney Aid: the best for the kidney, the best for the soul.  Main service: hemodialysis  Additional service  located at an environment NOT reminiscent of a standard hospital setting  On-site medical consultations
  • 21. 6b. Kidney Aid: the best for the kidney, the best for the soul.  Main service: hemodialysis  Additional service  With pampering while dialysis is on-going  Food massage, pedicure  Gourmet food  Serene environment, relaxing music, aromatherapy
  • 22. 6b. Kidney Aid: the best for the kidney, the best for the soul.  Main service: state-of-the-art hemodialysis  Additional service  For business-minded people  Business magazines/newspapers  Communal rooms, group packages  Facing other people – board and card games, for having conversations with other patients
  • 23. 7. Price – 30% premium vs. stand-alone centers; comparable to The Medical City  Hemotek: approximately P5000 per session  The Medical City: P6000 per session
  • 24. 7. Price – 30% premium vs. stand-alone centers; comparable to The Medical City  Kidney Aid  Base service: approximately P6500  With medical consultation and aromatherapy  Additionals:  1 main entrée and dessert  Spa treatment for feet  Group package: approximately P6250 each  Recreation room
  • 25. 8a. Promotions  Website  Sponsorships with free treatments  TV  Print media (especially lifestyle magazines)
  • 26. 8b. Promotions – the competition
  • 27. 8b. Promotions – the competition
  • 28. 8b. Promotions – the competition
  • 29. 8b. Promotions – the competition
  • 30. 8b. Promotions – the competition
  • 31. 9. Place: GREENHILLS  To provide the option for those going to Cardinal Santos, The Medical City, St. Luke’s  targeted: San Juan population  Greenhills residents, extending to Valle Verde and New Manila.  Also accessible to Club Filipino and Wak- Wak members
  • 32. 9. Place: GREENHILLS  After treatment: shopping!  Possible expansions  Golf and country clubs
  • 33. 10. The winning strategy: NICHE  The only center offering additional services focusing on comfort and lifestyle  It benefits from people wanting state-of-the-art and patient- centered service  Excellent, premium-priced service located within the Metro
  • 35. 5 Steps for part 1: PTM and Positioning 1. Demographics: Class A and B with Chronic Kidney Disease 2. What they need: Hemodialysis treatment 3 times a week not within the hospital setting 3. Competitors: The Medical City, St. Luke’s, Cardinal Santos, dialysis centers (Hemotek, Asia Renal Care)
  • 36. 5 Steps for part 1: PTM and Positioning 4. The gap: all other institutions only focus on the hemodialysis; no other patient-comfort services 5. Market size: 88,000 needing dialysis for Pasig City, San Juan, Quezon City  For KA: target is 250-500 patients per month
  • 37. 5 Steps for part 2: Marketing mix and Strategy 1. Product: Hemodialysis center with added services for patient comfort (and pampering) 2. Price: competing with TMC 3. Promo: TV, Print (esp. wellness and lifestyle magazines), website, sponsorships and special packages/discounts (esp. during holidays)
  • 38. 5 Steps for part 2: Marketing mix and Strategy 4. Place: Greenhills area, at some golf and country clubs 5. Generic Winning Strategy: niche
  • 39. 39 10 Step Marketing Plan for KIDNEY AID Jesus Martin Generoso, Jr. Ateneo School of Medicine and Public Health November 30, 2010

Hinweis der Redaktion

  1. estimated 90M population of 2008 c/o UN http://data.un.org/CountryProfile.aspx?crName=PHILIPPINES 2340000 need dialysis =
  2. San juan, pasig, QC: Caridnal Santos, TMC, St. Luke’s caters to these areas
  3. San juan, pasig, QC: Caridnal Santos, TMC, St. Luke’s caters to these areas
  4. Implicit message: temporary respite from your illness
  5. estimated 90M population of 2008 c/o UN http://data.un.org/CountryProfile.aspx?crName=PHILIPPINES 2340000 need dialysis =