- 1. MARIA MARGARITA A. MEJIA MARKETING MANAGEMENT JANUARY 26,
2011 10 Step Marketing PlanThe Medical City Teen Health Hub
2. TMC Teen Health Hub
- Section of The Medical City Wellness Center
- Ad taken from City Scan, Issue 2, July 2009
3. Step #1: Primary Target Market
- Adolescents (ages 10 to 18 years old)
- Socioeconomic class: A and B
4. Step #2: Needs, Wants and Demands of the Primary Target
Market 5. Step #3: The Competition
- Direct Competitors:John Robert Powers
- Indirect Competitors:School services (e.g. Counselling)
6. What the Competition Offers
-
- BASIC PERSONALITY DEVELOPMENT PROGRAM
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- INTEGRATED IMAGE ENHANCEMENT
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- SKILLS INTEGRATION AND DEVELOPMENT WORKSHOP
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- SKILLS ADVANCEMENT AND CAREER APPLICATION WORKSHOP
-
- LIFETIME EXECUTIVE AND CELEBRITY PROGRAM
* Programs can be customized according to clients preferences.
7. Competitor Map Benefits Price Teen Health Hub JRP 8.
The Gap, the Opportunity and the Positioning 9. Teens Today
- Adjusting difficulties due to the following:
-
- Reduced social family control
-
- Varied choices and opportunitiesconfusion
-
- Declining importance of traditions
- Changing social structure and economy in Southeast Asia (e.g.
Education, urbanization, globalization)
- Psychological problems , employment challenges
10. Teen Health Hub: Filling the Gap
- Goal:Prevent adolescents from being involved with risky
behaviour
- Uniquesector of paediatrics - different from infants, toddlers
and younger children
- Use of innovative and different approach to the adolescent
(e.g. Computers)
11.
Market size from the 3 C perspectives (customer, company and
competition)? 12. Teens in the Philippines 13. Step #6: What the
Hub Offers
- Basic Adolescent Package with Computer-Assisted Risk Assessment
(CARA)
- Adolescent Essentials Packages
- Varsity clearance to engage in competitive sports and other
forms of rigorous physical training/exercise
- Make-over dermatologic, dental and other grooming concerns;
weight management issues
- Matrix mental and learning challenges; behavioral, emotional
and relationship issues
- Consultation and Counseling
14.
- Current Promotional Strategies
- Suggested Promotional Strategies
- Print ads, e.g. In-house magazine (CityScape)
- Talk Shows (e.g. Talk to Doc, ANC features and shows, Mom
Works, etc.)
- In-hospital networking with pediatricians
- Tap other publications (e.g. Health magazines, teen magazines,
etc.)
Step #7 Promoting the Product 15. Step #8 Pricing the
Product
- Basic Adolescent Package with Computer-Assisted Risk Assessment
(CARA) P1,600
- Adolescent Essentials Packages from P3,350-5,300
- * Rates exclude room and board
16.
- The Medical City Wellness Center, Ortigas
- Other TMC satellite clinics
Step #9 Where to Find the Product 17.
The Winning Marketing Form 18. Summary: Marketing Strategy
-
- Retain currentniche market : Adolescents,socio-economic class A
and B
-
- Potential expansion to schools and universities
- Tie-ups andnetworkingwith other institutions(e.g. Other
pediatricians, schools, universities, etc.)
- Proposition / Key Elements
-
- Mini-hubexpansion in strategic places (e.g. Schools, TMC
Satellite Clinics)
-
- Additional promotional efforts (e.g. Health magazines, Teen
magazines, TV ads, etc.)
19. References
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http://library.pchrd.dost.gov.ph/index.php/health-news/593/1564-wellness-hub-puts-focus-on-teenagers-medical-tourists
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http://whqlibdoc.who.int/publications/2007/9789241595711_eng.pdf
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http://www.rxpinoy.com/network/partners/index.php?ac=none&aid=1100&page=14
20. MARIA MARGARITA A. MEJIA MARKETING MANAGEMENT JANUARY 26,
2011 10 Step Marketing PlanThe Medical City Teen Health Hub