introduction to neurology (nervous system, areas, motor and sensory systems)
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
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
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)
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
estimated 90M population of 2008 c/o UN http://data.un.org/CountryProfile.aspx?crName=PHILIPPINES
2340000 need dialysis =
San juan, pasig, QC: Caridnal Santos, TMC, St. Luke’s caters to these areas
San juan, pasig, QC: Caridnal Santos, TMC, St. Luke’s caters to these areas
Implicit message: temporary respite from your illness
estimated 90M population of 2008 c/o UN http://data.un.org/CountryProfile.aspx?crName=PHILIPPINES
2340000 need dialysis =