V49 final otayza 10step marketing plan

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Gesundheit & Medizin Business

10 STEP Marketing Plan for Mariano Marcos Memorial Hospital & Medical Center Medical Tourism Services James Victor K. Otayza, MD June 17, 2010

5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1.My primary target market (PTM) is.. ,[object Object],[object Object],[object Object]

I want to look good I want to be healthy

2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object]

3a. Competition ,[object Object],[object Object],[object Object]

MMMH’s unique positioning is shown in this competitive map MMMH is strategically located, has tour packages, and a “vacation” feeling conducive for rest and recuperation. World Citi MMMH Makati Med Metropolitan St. Luke’s Quality service Skilled staff Ambience Near business districts Tour packages Located near tourist spots

4. MMMH positions strongly in a niche market opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5b. Based on estimated local data, MMMH share is 5%, total market size is 1billion ,[object Object],[object Object],[object Object]

5c. Local consumer data estimates is around 1 billion ,[object Object],[object Object],[object Object]

The Marketing Mix Strategy Part 2: Steps 6 to 10

6b. Product Description ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],6a. Medical Tourism category is currently dominated by 4 medical centers

7. Price- MMMH is 15% lower than competitors ,[object Object],[object Object],[object Object],[object Object]

9. Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

10. What is the generic winning strategy? ,[object Object],[object Object],[object Object],[object Object]

10. MMMH is a niche pioneer ,[object Object],[object Object]

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V49 final otayza 10step marketing plan

1. 10 STEP Marketing Plan for Mariano Marcos Memorial Hospital & Medical Center Medical Tourism Services James Victor K. Otayza, MD June 17, 2010

4. Positioning to the Primary Target Market Part 1: Steps 1 to 5

6. I want to look good I want to be healthy

9. MMMH’s unique positioning is shown in this competitive map MMMH is strategically located, has tour packages, and a “vacation” feeling conducive for rest and recuperation. World Citi MMMH Makati Med Metropolitan St. Luke’s Quality service Skilled staff Ambience Near business districts Tour packages Located near tourist spots

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13. The Marketing Mix Strategy Part 2: Steps 6 to 10

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17. 8a. Promo

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