1. 10 STEP
Marketing Plan for TMC Psychiatry
Department
Ma. Victoria Carmela B. dela Paz

2. 5 Steps for Part 1
(PTM and Positioning)
1. Families with loved ones with Psychiatric
disabilities
2. Who need help, who feel lost
3. Other Psychiatric institutes
4. The gap are the lack of services and bed
spaces being offered by the institution
5. The Psychiatry department is a major part of
the hospitals function.

3. 5 Steps for Part 2
(Marketing Mix and Strategy)
1. Psychiatry department with more bed and
more services (e.g. Autism, Group Psychotherapy center)
2. Inpatient services (Php 2,295/day)
Outpatient services (at minimum cost)
3. On the Hospitals websites, Brochures
4. All over metro manila
5. Niche marketing

4. PART 1: STEPS 1 TO 5
Positioning to the Primary Target Market

5. 1. My Primary target market (PTM) is…
• All those with Psychiatric disorders
• With families who can and are willing to pay
for the services
• Those patients with families willing to send
them to treatment as often as needed (2-3x a
week)

6. 2. My PTM’s NWE
• Patients need
– To feel like they belong again in society
– To be cured
• Patients choose The Medical City
– Services, confidentiality, convenience
• Patients expect
– Proper treatment, good services

7. 2. My PTM’s NWE
• Patient’s Family need
– Help in taking care of their loved one
– Guidance on coping
• Patient’s Family choose
– Services, Confidentiality, Convenience
• Patient’s Family expect
– Proper care, Good Services

8. 3a. Direct and Indirect Products that
address my PTM’s NWE
• Direct: St. Lukes, East Avenue Medical Center
• Indirect: Rehabilitation centers
• Variables: Price, Location, Affiliated Doctors,
Occupancy

9. 3b. Competitive Position Map
1. Location vs. Availability (Occupancy)
2. Doctors vs Services offered

10. 4. Identify the gap between customers
and competition
• TMC Psychiatry Department
– Good line up of Doctors and Trained Residents
• Increase in the demand, not enough space
• More services and better packages

11. 5a. Estimate the market size using
competitor data
• There is not enough data to show much of the
total Hospital profits comes from the
Psychiatry department

12. 5b. Estimate the market size using
company data
• Bases on the census of the department, they
are currently at full capacity (30 beds)
• They have about 3 ER calls a day with about 1
admission every other day.

13. PART 2: STEPS 6 TO 10
The Marketing Mix Strategy

14. 6a. TMC Psychiatry Department

15. 6b. Product Description
• The Psychiatry department of the Medical city
has a 30 bed capacity (12 females, 18 males)
• They offer treatments such as ECT, Cognitive
Behavioral therapy and Counseling
• They are equipped with staff and well trained
Residents

16. 7. Price
• Consultation fee: 2,500-5,000/hour
• Room (Psych ward): Php2,295/day without
medications

17. 8. Promo
• Include a psychiatric evaluation with the
Executive check up promo
• Put services on the website of the hospital

19. Competitors Promo: None

20. 9. Place
• These services are available at the Medical
City serving people all across Metro Manila

21. 10. Niche
• Medical City is one the Premiers of delivery
health Services.
• The Department is composed of the Top
Psychiatrist in their Field of Medicine.

22. SUMMARY

23. 5 Steps for Part 1
(PTM and Positioning)
1. Families with loved ones with Psychiatric
disabilities
2. Who need help, who feel lost
3. Other Psychiatric institutes
4. The gap are the lack of services and bed
spaces being offered by the institution
5. The Psychiatry department is a major part of
the hospitals function.

24. 5 Steps for Part 2
(Marketing Mix and Strategy)
1. Psychiatry department with more bed and
more services (e.g. Autism, Group Psychotherapy center)
2. Inpatient services (Php 2,295/day)
Outpatient services (at minimum cost)
3. On the Hospitals websites, Brochures
4. All over metro manila
5. Niche marketing

25. THANK YOU!