1. 10 Step Marketing Plan for The
Medical City’s Pediatrics
Community Services
Tasha Tan
November 2010

2. The Medical City’s Pediatrics
Community Services Primary Target
Market are
 Parents with children aged 18 and below
who are residents of Ilugin, Pasig City
 Social Class C and D
 Lifestyle: Blue collar workers,
unemployed, self-employed with small
businesses
 Behavior: Good health seeking behavior,
desires empowerment through
knowledge, wants the best for their
family members, willing to make a
change

3. Need, Wants and Expectations
I am entitled to quality medical
care which is a basic need.
I am the best I can be when I keep my
family and community safe from diseases.
I play a role in the health of
my community.
Holding office in the organization
is a status symbol.

4. Direct Competitors
 Baranggay Health Centers
 Caritas Charity Clinic and other
Charity Clinics
 Pasig City General Hospital and other
hospitals within the Surrounding Area

5. Indirect Competirors
 Self medication
 Consult with neighbor (who is of coure not a
doctor)
 Hilot, Albularyo and other forms of
traditional medicine

6. Variables
 Price
 Available Services
Poor Service Basic Services Advanced
Services
Low Cost
High Cost
Albularyo,
Self –
Medicatiion
PCGH and
surrounding
hospitals
Baranggay health
center, TMC
Pediatric
Services, Charity
Clinic

7. Positioning is shown in this
Competitive Map
TMC Charity
Clinic
Baranggay
Health Center
PCGH Traditional
Medicine
Provides medical
care
Community
Involvement
Tailorfit Programs
to families
Low cost
Advanced
screening and
treatment options
Patient Education

8. TMC’s Position and Edge Over Others
 TMC is the only institution with Family
Medicine Specialists who tailor fit programs
to each index family’s needs through family
meetings
 Affordable
 Offers a Position in the Organization that can
be seen as position of power and prestige
 Offers basic medical services by a team of
health care professionals led by pediatricians
 Seeks to involve and empower the
community through patient education

9. Estimated market size
 TMC Pediatric Services is a non-profit and non
stock organization
 No proceeds are made through its operations
 Operates once a week and sees 40 to 50
pediatric patients
 Offers Daily Patient Education sessions and
home visits for enrolled patients and their
families 5 days a week
 Total number of enrolled families: 100
 Total numbers of families residing in Ilugin: 400
 Total Market share of 25%

10. Consumer data
Medical Consult:
70 million Filipinos seek consult at a Free
Clinic once a month.
Assuming we charge P5 per consult
60 M x P5 X 12 = P 360 M
Profits are of course made through the cost
saved through disease prevention and
early treatment

11. The Medical City Pediatric Community
Services
Family Meetings
Patient Education Medical Consult in the Community
Referral System t o the Main TMC

12. The Medical City Pediatric Community
Services: The Competitors

13. Product Description
 The Medical City Pediatric Community
Services not only seeks to promote better
health through patient consultations
◦ Involvement of family through family meetings
◦ Patient education sessions
◦ Day care center to allow greater participation of
mothers in activities
◦ Referral system for cases that need certain
specializations
 It’s seeks to transform health from a
commodity into a way of life
 Patients have stakes in their lives as such
they are treated as partners

14. Price
 The best thing about our product?
◦ It’s absolutely free
◦ It only requires your attention, time and a
little extra effort for walking to our facility!

15. Promotion
 Advertisements: Through Posters,
Flyers, Announcements from Baranggay
Hall, Barangay Newsletter
 Public Relations: Corporate Social
Responsibility, Partnership with similar
charity organizations and even the
barangay health center
 Marketing: Solicit and gather more
sponsors! More aggressive recruitment
of families

16. Competitor promo

17. Competitor Promo

18. Place
 The Medical City Pediatric Community
Service is available in Ilugin Pasig City
◦ Plans for expansion and acquiring of
more communities in the Pasig City area
◦ Plans for including areas with nearby
satellite Medical City affiliated branches

19. Generic winning strategy?
The Medical City Pediatric Community
Services
◦ Seeks to provide low Cost but Quality
Basic Pediatric Services
◦ Differentiation through offering family
medicine services and patient education
◦ Accessibility to Ilugin Residents
◦ Community Involvement and patient
empowerment through treating them as
partners

20. SUMMARY
20

21. 5 Steps for Part 1
(PTM and Positioning)
1. PTM are Class C and D parents of children
younger than 18 in Ilugin, Pasig City
2. Who want to secure quality health care for their
family and be a driver of change in their
community’s health status
3. Can choose Pasig City General Hospital,
Traditional medicine, Self-Medication, Charity
Clinics and Barangay Health Center
4. Gap is all other brands focus simply providing
health care
5. The market size is P 360 million and 400 families
in Ilugin. TMC niche is 2,400 OPD patients and
100 enrolled families

22. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. The Medical City Pediatrics
Community Services
7. Is 100% free of charge
8. Uses partnerships, flyers, posters,
announcements
9. It is well known and distributed within
Ilugin
10. Creates patient partners to win!