10 STEP MARKETING PLAN FOR ST. LUKE’S MEDICAL

CENTER

Russell RiveraJanuary 2011

5 Steps for Part 1 (PTM and positioning)

1. St. Luke’s PTM are everybody who can pay

2. They need a regular check-up and quality service for a cheap price

3. Can choose Medical City, etc.4. Gap is all other hospitals focus on quality

service at a high cost5. No data available

5 Steps for Part 2 (Marketing Mix & Strategy

1. Latest technology and newest facilities2. Is at par with prices of others but as of

late, 50% cheaper due to promotions3. TV, radio, print ads4. 2 Tertiary centers – Taguig and Quezon

City5. Uses best price and best product strategy

to win

POSITIONING TO THE PRIMARY TARGET MARKET

Part 1:Steps 1 to 5

1. St. Luke’s PTM are everybody who can pay

Demographics (All age groups, M/F, social class AB, C1)

Lifestyle (Those who care about their health)

Behavior (Yearly check-ups)

Influencing Buyer Behavior

When I am healthy I can do a lot more of things

I am healthy and I can feel at peace

I am healthy, I am normal, I will still belong

2. My PTM’s NWE

Adults need A regular check-up to be secure, to be able to

belong, self-actualization Patients choose St. Luke’s

Brand, quality of equipment, and credibility Patients expect

Credible results, one time diagnosis

3a. St. Luke’s has many formidable competitors

Direct: Medical City, Asian Hospital, Makati Med, Cardinal Santos

Indirect: Iridology, Faith Healers Variables: Price, quality, location, brand

St Luke’s Unique positioning shown in this competitive map

St. Lukes

Medical City

Cardinal

Price

Latest Equipement

Advertisements

Latest Facilities

Map compares relatively the categories

Most aggressive moves

Aggressive moves Least aggressive moves

4. St. Luke’s capitalizes on best price and best product

St. Luke’s is the only hospital To actively promote on TV, radio and Print ADS To show that they have low prices To show that they have the latest and best

equipment No other hospital does this Others focus on best quality

5. Market Size

No data available

THE MARKETING MIX STRATEGY

Part 2:Steps 6 to 10

6a. Health Care systems

Direct Competitors:

Indirect Competitors:

6b. Product Description

St Luke’s is a tertiary hospital that caters to the AB and C1 class

It has state-of-the-art technology and it is also JCI accredited

Latest expansion to Fort Global city for latest facilities and to accommodate more people

7. Price

No data available for actual pricing Comparatively cheaper than competitors Around 30 to 40% cheaper than

competition Utilizing best price strategy

8a. Promo

Advertising Print Ads, TV ads, Internet Advertisement

http://www.youtube.com/watch?v=9-2fmUsWEmU

Advertising with popular celebrites

Sales Promotions Discounted rates

Marketing abroad

8a. Competitor Promo

Advertisements of other hospitals do not show promos like discounts on price

9. Place

Located in Taguig in The Fort Global City Also in E. Rodriguez Quezon City

10. Winning strategy

St Luke’s tries to capture the larger crowd with the addition of the new hospital

It has excellent, best priced, quality service with top of the line equipment situated in tactical areas

SUMMARY

5 Steps for Part 1 (PTM and positioning)

1. St. Luke’s PTM are everybody who can pay

2. They need a regular check-up and quality service for a cheap price

3. Can choose Medical City, etc.4. Gap is all other hospitals focus on quality

service at a high cost5. No data available

5 Steps for Part 2 (Marketing Mix & Strategy

1. Latest technology and newest facilities2. Is at par with prices of others but as of

late, 50% cheaper due to promotions3. TV, radio, print ads4. 2 Tertiary centers – Taguig and Quezon

City5. Uses best price and best product strategy

to win