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VISX Star S4 with Iris Registration Print Ad Marketing Plan

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Jeffray Ang
Jeffray Ang

The 10 step marketing plan outlines strategies to promote the VISX Star S4 IR laser system for a Lasik surgery clinic. It targets patients with blurred vision seeking laser vision correction. The plan involves positioning the VISX system as the latest FDA-approved technology preferred by US surgeons. It estimates the laser correction market at PHP500 billion and prices the VISX system at PHP80,000 per patient. The clinic will use referrals, ads and the internet to promote the niche VISX system exclusively at its Philippines location.

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10 STEP Marketing Plan for Lasik Surgery Clinic: VISX Star S4 with IR Jeffray Marc D. Ang January 19, 2011
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5 Steps for Part 1 (PTM and positioning) VISX Star S4 IR Technology PTM are for patients who have blurred vision Who wants to correct errors of refraction, or clear and/or improve vision Can choose other laser-corrective eye procedure , eyeglasses or contact lenses Gap is providing the latest technology approved by USA FDA and preferred by US Refractive Surgeons in laser vision correction The market share is Php500 Billion
5 Steps for Part 2 (Marketing Mix & Strategy) VISX Star S4 IR is the latest technology in laser vision correction Estimated to be P80,000 for both eyes Uses word of mouth, print ads, internet Is only performed in one of the leading eye surgery centers in the Philippines - LSC Uses a niche approach to win
Positioning to the Primary Target Market Part 1: Steps 1 to 5
1. VISX Star S4 IR Technology PTM are for patients who have blurred vision Demographics at least 18 to 21 years old male or female social class ABC single or married
1. VISX Star 4 IR Technology PTM are for patients who have blurred vision Lifestyle: in-need of clear and sharp vision US ‘Top Gun’ Pilots US NASA Astronauts Professionals (Doctors, etc.) Students (high school, college, medical, law, grad)
1. VISX Star 4 IR Technology PTM are for patients who have blurred vision Behavior one-time surgical procedure per eye long lasting
2. Patients with blurred vision needs to see and wants to perform well with improved vision correction. Patients with blurred vision or poor eye sight… NEEDS: To see (physiologic) WANTS: To perform and finish tasks at hand, providing work with highest quality and doing their best while at it EXPECTS: To have a corrected, clear and/or improved vision , without the need to undergo other corrective eye surgery, use eye glasses or contact lenses
I need to see clearly. I want to perform and finish tasks. I want to do best in everything using my clear sight. I want to do work with highest quality.
3a. VISX Star 4 IR Competitors Direct Other LASIK / Laser Eye Surgeries (no competitors mentioned or data not available) Indirect Eye Glasses Contact Lenses Other Eye Refractive Surgeries
3a. VISX Star 4 IR Competitors Variables Age Price Quality of restored or improved sight Efficacy Permanence Complications Personalized care
3b. Competitive Position Map Positioning VS. Quality Matrix VISX Star 4 IR Other LASIK Procedure Other Refractive Surgeries Contact Lenses Eye Glasses Quality of Sight Permanent improvement Sharpness of sight Personalized care
4. VISX Star S4 with IR positions strongly in a niche market opportunity VISX Star S4 with Iris Registration is an excimer laser machine that uses latest technology for laser vision correction The only technology used and approved by US FDA Preferred by US Refractive surgeons for US NASA Astronauts and US ‘Top Gun’ Pilots Currently available in Lasik Surgery Clinic Philippines.
5a. Based on competitor data, estimated market is P880 billion Based from a study done by Abott Medical Optics (AMO), world leader and inventor of laser vision correction… There were 11 million LASIK procedures performed worldwide in the year 2005/2006. Estimated price of LASIK procedure is about P60,000 to P80,000 (not in print ad) for both eyes today
5b. Based on AMO study, where VISX technology is 72%, total market size is P640 billion AMO World Data: Laser corrective surgery sales is P880 billion VISX LASIK Technology claims market share of 72% (8 out of 11 million) Then total market size is P640 billion.
5c. Based on customer data, estimated market size is P720 billion Laser Vision Correction (no data available or indicated in print ad) Estimated to be about 9 million* Filipinos x 2 eyes, costing about P80,000 operation for both eyes 9 million x 80,000 = 720 billion *Estimate based on demographics (Class ABC is about 15% of the population) considering that all of them will have refractive errors or blurred vision some time in their life and seek consult for laser vision correction.
5. Concluded that VISX Technology market is 500 billion Competitor data= P880 B Company data = P 640 B Usage data = P 720 B
The Marketing Mix Strategy Part 2: Steps 6 to 10
6a. VISX Star S4 with Iris Registration VISX Star S4 Machine
6a. VISX Star S4 against competitors VS VISX Star S4 Technology Monovision Laser Eye glasses Contact lenses
6b. VISX Technology is the No.1 platform used worldwide. The VISX Star S4 with Iris Registration excimer laser is made by Abott Medical Optics (AMO), the world leader and original inventor of laser vision correction, is the No. 1 platform used worldwide . It uses the latest technology in achieving the optimum vision correction with the use of laser.
7. Price estimate is P80,000. Estimated LASIK surgery costs around P60,000 to P80,000 for both eyes. Price varies due to factors like Institution Equipment Logistics VISX Star S4 IR belongs to the upper bracket of the market price. NOTE: No data is available from the print ad regarding price. These are cost estimates based from actual rates.
8a. Promotions aim to provide new perspective in personalized health care. Goal is to provide a new perspective in providing health service – laser eye surgery – to its PTM. It differs from competitors because it banks on patient-partner approach with personalized health care service .
8a. Promotion through personlized media. Referrals from Doctors Word of Mouth
8a. Promotion through print and still media. Print Ads Magazines Newspaper Billboards
8a. Promotion through live or broadcasting media. Radio Jingles Television Commercials
8a. Promotion through internet and social marketing. Twitter You Tube Facebook Blog
8b. Competitor promotions through bandwagon appeal. Television Ads Billboards Print Ads
9. VISX Technology is exclusive for LSC. Data not available from print ad. This was based from research. VISX Star S4 Technology is exclusively used by the Lasik Surgery Clinic Philippines located at Pampanga Alabang Manila
9. VISX Technology is exclusive for LSC. Data not available from print ad. This was based from research.
10. VISX Star S4 Technology is a niche leader. VISX Star S4 Technology’s main strategy is to dominate the market of patients who suffer from blurred vision , who want to undergo laser vision correction .
10. VISX Star S4 Technology is a niche leader. It boasts of its unique and latest technology in providing quality sight as trusted and approved by the US FDA and preferred by US Refractive surgeons for US Astronauts and ‘Top-Gun’ Pilots while care is personalized .
SUMMARY
5 Steps for Part 1 (PTM and positioning) VISX Star S4 IR Technology PTM are for patients who have blurred vision Who wants to correct errors of refraction, or clear and/or improve vision Can choose other laser-corrective eye procedure , eyeglasses or contact lenses Gap is providing the latest technology approved by USA FDA and preferred by US Refractive Surgeons in laser vision correction The market share is Php500 Billion
5 Steps for Part 2 (Marketing Mix & Strategy) VISX Star S4 IR is the latest technology in laser vision correction Estimated to be P80,000 for both eyes Uses word of mouth, print ads, internet Is only performed in one of the leading eye surgery centers in the Philippines - LSC Uses a niche approach to win
10 STEP Marketing Plan for Lasik Surgery Clinic: VISX Star S4 with IR Jeffray Marc D. Ang January 19, 2011

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VISX Star S4 with Iris Registration Print Ad Marketing Plan

  • 1. 10 STEP Marketing Plan for Lasik Surgery Clinic: VISX Star S4 with IR Jeffray Marc D. Ang January 19, 2011
  • 3. 5 Steps for Part 1 (PTM and positioning) VISX Star S4 IR Technology PTM are for patients who have blurred vision Who wants to correct errors of refraction, or clear and/or improve vision Can choose other laser-corrective eye procedure , eyeglasses or contact lenses Gap is providing the latest technology approved by USA FDA and preferred by US Refractive Surgeons in laser vision correction The market share is Php500 Billion
  • 4. 5 Steps for Part 2 (Marketing Mix & Strategy) VISX Star S4 IR is the latest technology in laser vision correction Estimated to be P80,000 for both eyes Uses word of mouth, print ads, internet Is only performed in one of the leading eye surgery centers in the Philippines - LSC Uses a niche approach to win
  • 5. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 6. 1. VISX Star S4 IR Technology PTM are for patients who have blurred vision Demographics at least 18 to 21 years old male or female social class ABC single or married
  • 7. 1. VISX Star 4 IR Technology PTM are for patients who have blurred vision Lifestyle: in-need of clear and sharp vision US ‘Top Gun’ Pilots US NASA Astronauts Professionals (Doctors, etc.) Students (high school, college, medical, law, grad)
  • 8. 1. VISX Star 4 IR Technology PTM are for patients who have blurred vision Behavior one-time surgical procedure per eye long lasting
  • 9. 2. Patients with blurred vision needs to see and wants to perform well with improved vision correction. Patients with blurred vision or poor eye sight… NEEDS: To see (physiologic) WANTS: To perform and finish tasks at hand, providing work with highest quality and doing their best while at it EXPECTS: To have a corrected, clear and/or improved vision , without the need to undergo other corrective eye surgery, use eye glasses or contact lenses
  • 10. I need to see clearly. I want to perform and finish tasks. I want to do best in everything using my clear sight. I want to do work with highest quality.
  • 11. 3a. VISX Star 4 IR Competitors Direct Other LASIK / Laser Eye Surgeries (no competitors mentioned or data not available) Indirect Eye Glasses Contact Lenses Other Eye Refractive Surgeries
  • 12. 3a. VISX Star 4 IR Competitors Variables Age Price Quality of restored or improved sight Efficacy Permanence Complications Personalized care
  • 13. 3b. Competitive Position Map Positioning VS. Quality Matrix VISX Star 4 IR Other LASIK Procedure Other Refractive Surgeries Contact Lenses Eye Glasses Quality of Sight Permanent improvement Sharpness of sight Personalized care
  • 14. 4. VISX Star S4 with IR positions strongly in a niche market opportunity VISX Star S4 with Iris Registration is an excimer laser machine that uses latest technology for laser vision correction The only technology used and approved by US FDA Preferred by US Refractive surgeons for US NASA Astronauts and US ‘Top Gun’ Pilots Currently available in Lasik Surgery Clinic Philippines.
  • 15. 5a. Based on competitor data, estimated market is P880 billion Based from a study done by Abott Medical Optics (AMO), world leader and inventor of laser vision correction… There were 11 million LASIK procedures performed worldwide in the year 2005/2006. Estimated price of LASIK procedure is about P60,000 to P80,000 (not in print ad) for both eyes today
  • 16. 5b. Based on AMO study, where VISX technology is 72%, total market size is P640 billion AMO World Data: Laser corrective surgery sales is P880 billion VISX LASIK Technology claims market share of 72% (8 out of 11 million) Then total market size is P640 billion.
  • 17. 5c. Based on customer data, estimated market size is P720 billion Laser Vision Correction (no data available or indicated in print ad) Estimated to be about 9 million* Filipinos x 2 eyes, costing about P80,000 operation for both eyes 9 million x 80,000 = 720 billion *Estimate based on demographics (Class ABC is about 15% of the population) considering that all of them will have refractive errors or blurred vision some time in their life and seek consult for laser vision correction.
  • 18. 5. Concluded that VISX Technology market is 500 billion Competitor data= P880 B Company data = P 640 B Usage data = P 720 B
  • 19. The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 20. 6a. VISX Star S4 with Iris Registration VISX Star S4 Machine
  • 21. 6a. VISX Star S4 against competitors VS VISX Star S4 Technology Monovision Laser Eye glasses Contact lenses
  • 22. 6b. VISX Technology is the No.1 platform used worldwide. The VISX Star S4 with Iris Registration excimer laser is made by Abott Medical Optics (AMO), the world leader and original inventor of laser vision correction, is the No. 1 platform used worldwide . It uses the latest technology in achieving the optimum vision correction with the use of laser.
  • 23. 7. Price estimate is P80,000. Estimated LASIK surgery costs around P60,000 to P80,000 for both eyes. Price varies due to factors like Institution Equipment Logistics VISX Star S4 IR belongs to the upper bracket of the market price. NOTE: No data is available from the print ad regarding price. These are cost estimates based from actual rates.
  • 24. 8a. Promotions aim to provide new perspective in personalized health care. Goal is to provide a new perspective in providing health service – laser eye surgery – to its PTM. It differs from competitors because it banks on patient-partner approach with personalized health care service .
  • 25. 8a. Promotion through personlized media. Referrals from Doctors Word of Mouth
  • 26. 8a. Promotion through print and still media. Print Ads Magazines Newspaper Billboards
  • 27. 8a. Promotion through live or broadcasting media. Radio Jingles Television Commercials
  • 28. 8a. Promotion through internet and social marketing. Twitter You Tube Facebook Blog
  • 29. 8b. Competitor promotions through bandwagon appeal. Television Ads Billboards Print Ads
  • 30. 9. VISX Technology is exclusive for LSC. Data not available from print ad. This was based from research. VISX Star S4 Technology is exclusively used by the Lasik Surgery Clinic Philippines located at Pampanga Alabang Manila
  • 31. 9. VISX Technology is exclusive for LSC. Data not available from print ad. This was based from research.
  • 32. 10. VISX Star S4 Technology is a niche leader. VISX Star S4 Technology’s main strategy is to dominate the market of patients who suffer from blurred vision , who want to undergo laser vision correction .
  • 33. 10. VISX Star S4 Technology is a niche leader. It boasts of its unique and latest technology in providing quality sight as trusted and approved by the US FDA and preferred by US Refractive surgeons for US Astronauts and ‘Top-Gun’ Pilots while care is personalized .
  • 35. 5 Steps for Part 1 (PTM and positioning) VISX Star S4 IR Technology PTM are for patients who have blurred vision Who wants to correct errors of refraction, or clear and/or improve vision Can choose other laser-corrective eye procedure , eyeglasses or contact lenses Gap is providing the latest technology approved by USA FDA and preferred by US Refractive Surgeons in laser vision correction The market share is Php500 Billion
  • 36. 5 Steps for Part 2 (Marketing Mix & Strategy) VISX Star S4 IR is the latest technology in laser vision correction Estimated to be P80,000 for both eyes Uses word of mouth, print ads, internet Is only performed in one of the leading eye surgery centers in the Philippines - LSC Uses a niche approach to win
  • 37. 10 STEP Marketing Plan for Lasik Surgery Clinic: VISX Star S4 with IR Jeffray Marc D. Ang January 19, 2011