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MP of MCPPH 2A G2

Joanna Chingroa
Joanna Chingroa

The 10 step marketing plan outlines The Medical City's pediatric community services targeting low-income parents in Pasig City. The plan details the target market, needs, competitors, market size, and marketing strategy. The key aspects of the plan are to position the service as providing affordable, high-quality basic pediatric care through family meetings, education, and community involvement to empower patients as partners in their health. The goal is to serve the underserved community and improve health as a way of life through a low-cost but differentiated approach.

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10 Step Marketing Plan for The Medical Citys Pediatrics Community Services
The Medical Citys Pediatrics Community Services Primary Target Market areParents with children aged 18 and below who are residents of Ilugin, Pasig CitySocial Class C and DLifestyle: Blue collar workers, unemployed, self-employed with small businessesBehavior: Good health seeking behavior, desires empowerment through knowledge, wants the best for their family members, willing to make a change
Need, Wants and ExpectationsI am the best I can be when I keep my family and community safe from diseases.Holding office in the organization is a status symbol.I play a role in the health of my community. I am entitled to quality medical care which is a basic need.
Direct CompetitorsBaranggay Health CentersCaritas Charity Clinic and other Charity ClinicsPasig City General Hospital and other hospitals within the Surrounding Area
Indirect CompetirorsSelf medicationConsult with neighbor (who is of coure not a doctor)Hilot, Albularyo and other forms of traditional medicine
VariablesPrice Available ServicesAlbularyo, Self MedicatiionBaranggay health center, TMC Pediatric Services, Charity ClinicPCGH and surrounding hospitals
Positioning is shown in this Competitive Map
TMCs Position and Edge Over OthersTMC is the only institution with Family Medicine Specialists who tailor fit programs to each index familys needs through family meetingsAffordableOffers a Position in the Organization that can be seen as position of power and prestigeOffers basic medical services by a team of health care professionals led by pediatriciansSeeks to involve and empower the community through patient education
Estimated market sizeTMC Pediatric Services is a non-profit and non stock organizationNo proceeds are made through its operationsOperates once a week and sees 40 to 50 pediatric patientsOffers Daily Patient Education sessions and home visits for enrolled patients and their families 5 days a weekTotal number of enrolled families: 100Total numbers of families residing in Ilugin: 400 Total Market share of 25%
Consumer dataMedical 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 MProfits are of course made through the cost saved through disease prevention and early treatment
The Medical City Pediatric Community ServicesFamily MeetingsReferral System t o the Main TMCPatient EducationMedical Consult in the Community
The Medical City Pediatric Community Services: The Competitors
Product DescriptionThe Medical City Pediatric Community Services not only seeks to promote better health through patient consultationsInvolvement of family through family meetingsPatient education sessionsDay care center to allow greater participation of mothers in activities Referral system for cases that need certain specializationsIts seeks to transform health from a commodity into a way of lifePatients have stakes in their lives as such they are treated as partners
PriceThe best thing about our product?Its absolutely freeIt only requires your attention, time and a little extra effort for walking to our facility!
PromotionAdvertisements: Through Posters, Flyers, Announcements from Baranggay Hall, Barangay NewsletterPublic Relations: Corporate Social Responsibility, Partnership with similar charity organizations and even the barangay health centerMarketing: Solicit and gather more sponsors! More aggressive recruitment of families
Competitor promo
Competitor Promo
PlaceThe Medical City Pediatric Community Serviceis available in Ilugin Pasig CityPlans for expansion and acquiring of more communities in the Pasig City areaPlans for including areas with nearby satellite Medical City affiliated branches
Generic winning strategy?The Medical City Pediatric Community ServicesSeeks to provide low Cost but Quality Basic Pediatric ServicesDifferentiation through offering family medicine services and patient educationAccessibility to Ilugin ResidentsCommunity Involvement and patient empowerment through treating them as partners
SUMMARY20
5 Steps for Part 1 (PTM and Positioning)PTM are Class C and D parents of children younger than 18 in Ilugin, Pasig CityWho want to secure quality health care for their family and be a driver of change in their communitys health statusCan choose Pasig City General Hospital, Traditional medicine, Self-Medication, Charity Clinics and Barangay Health CenterGap is all other brands focus simply providing health careThe market size is P 360 million and 400 families in Ilugin. TMC niche is 2,400 OPD patients and 100 enrolled families
5 Steps for Part 2(Marketing Mix & Strategy)The Medical City Pediatrics Community ServicesIs 100% free of chargeUses partnerships, flyers, posters, announcementsIt is well known and distributed within IluginCreates patient partners to win!

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MP of MCPPH 2A G2

  • 1. 10 Step Marketing Plan for The Medical Citys Pediatrics Community Services
  • 2. The Medical Citys Pediatrics Community Services Primary Target Market areParents with children aged 18 and below who are residents of Ilugin, Pasig CitySocial Class C and DLifestyle: Blue collar workers, unemployed, self-employed with small businessesBehavior: Good health seeking behavior, desires empowerment through knowledge, wants the best for their family members, willing to make a change
  • 3. Need, Wants and ExpectationsI am the best I can be when I keep my family and community safe from diseases.Holding office in the organization is a status symbol.I play a role in the health of my community. I am entitled to quality medical care which is a basic need.
  • 4. Direct CompetitorsBaranggay Health CentersCaritas Charity Clinic and other Charity ClinicsPasig City General Hospital and other hospitals within the Surrounding Area
  • 5. Indirect CompetirorsSelf medicationConsult with neighbor (who is of coure not a doctor)Hilot, Albularyo and other forms of traditional medicine
  • 6. VariablesPrice Available ServicesAlbularyo, Self MedicatiionBaranggay health center, TMC Pediatric Services, Charity ClinicPCGH and surrounding hospitals
  • 7. Positioning is shown in this Competitive Map
  • 8. TMCs Position and Edge Over OthersTMC is the only institution with Family Medicine Specialists who tailor fit programs to each index familys needs through family meetingsAffordableOffers a Position in the Organization that can be seen as position of power and prestigeOffers basic medical services by a team of health care professionals led by pediatriciansSeeks to involve and empower the community through patient education
  • 9. Estimated market sizeTMC Pediatric Services is a non-profit and non stock organizationNo proceeds are made through its operationsOperates once a week and sees 40 to 50 pediatric patientsOffers Daily Patient Education sessions and home visits for enrolled patients and their families 5 days a weekTotal number of enrolled families: 100Total numbers of families residing in Ilugin: 400 Total Market share of 25%
  • 10. Consumer dataMedical 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 MProfits are of course made through the cost saved through disease prevention and early treatment
  • 11. The Medical City Pediatric Community ServicesFamily MeetingsReferral System t o the Main TMCPatient EducationMedical Consult in the Community
  • 12. The Medical City Pediatric Community Services: The Competitors
  • 13. Product DescriptionThe Medical City Pediatric Community Services not only seeks to promote better health through patient consultationsInvolvement of family through family meetingsPatient education sessionsDay care center to allow greater participation of mothers in activities Referral system for cases that need certain specializationsIts seeks to transform health from a commodity into a way of lifePatients have stakes in their lives as such they are treated as partners
  • 14. PriceThe best thing about our product?Its absolutely freeIt only requires your attention, time and a little extra effort for walking to our facility!
  • 15. PromotionAdvertisements: Through Posters, Flyers, Announcements from Baranggay Hall, Barangay NewsletterPublic Relations: Corporate Social Responsibility, Partnership with similar charity organizations and even the barangay health centerMarketing: Solicit and gather more sponsors! More aggressive recruitment of families
  • 18. PlaceThe Medical City Pediatric Community Serviceis available in Ilugin Pasig CityPlans for expansion and acquiring of more communities in the Pasig City areaPlans for including areas with nearby satellite Medical City affiliated branches
  • 19. Generic winning strategy?The Medical City Pediatric Community ServicesSeeks to provide low Cost but Quality Basic Pediatric ServicesDifferentiation through offering family medicine services and patient educationAccessibility to Ilugin ResidentsCommunity Involvement and patient empowerment through treating them as partners
  • 21. 5 Steps for Part 1 (PTM and Positioning)PTM are Class C and D parents of children younger than 18 in Ilugin, Pasig CityWho want to secure quality health care for their family and be a driver of change in their communitys health statusCan choose Pasig City General Hospital, Traditional medicine, Self-Medication, Charity Clinics and Barangay Health CenterGap is all other brands focus simply providing health careThe 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)The Medical City Pediatrics Community ServicesIs 100% free of chargeUses partnerships, flyers, posters, announcementsIt is well known and distributed within IluginCreates patient partners to win!