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10 STEP Marketing Plan for The SugarFree Clinic

Kenneth C. de JesusAugust 2015

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer

1. The Sugarfree Clinic PTM are diabetics who want to be healthier and be in control of their diabetes

2. Who want to receive all-around holistic services regarding their diabetes from qualified individuals

3. Can choose from diabetes centers in other hospitals such as The Medical City, UST, St. Luke’s, etc.

4. The gap lies in that being diabetic requires a radical lifestyle change where one needs many professionals to teach the patient how to control the illness. Most patient will be referred to different people at different places at different schedules. The Sugarfree Clinic combines all the needed professionals, equipment, and facilities all in one place so that the patient may learn about his illness without inconvenience.

5. There about 3.4 million diabetics in the Philippines since 2010, estimating 6.16 million diabetics to have been seen by 2030.

Steps 1 to 5Summary headline of your PTM and market

1. All-in-one holistic diabetes center2. At Php 1750 for a full package3. Uses social media, physical media,

while engaging free screening, free lectures, etc. to promote the clinic

4. Located at North Ave., Quezon City5. Uses a differentiation strategy

Steps 6 to 10Summary headline of the marketing mix & strategy

1. The Sugarfree Clinic PTM are diabetics who want be healthier and be in control of their DM

Demographics: Diabetics age 0 and above, social class A through C

Lifestyle: Newly-diagnosed or chronic diabetics who need a lifestyle change to control their disease

Behavior: Eat prohibited food, do not exercise, generally not knowledgeable about their disease

2. Sugarfree Clinic’s PTM’s NWD

Need for health

Need reassurance that diabetes complications are not going to overwhelm them

Need to be in control of their disease,Not the other way around

The achievement of gaining ahealthier body, hence, a healthier self

2. Sugarfree Clinic’s PTM’s needs, wants & demands Needs: The need for health and control over their

disease

Wants: Choose the Sugarfree Clinic because it is a complete facility. It is not only a clinic but also a nutrition clinic, demo kitchen, gym, teaching facility all dedicated towards helping diabetics control their disease.

Demands: Expect to have qualified individuals rendering all-around holistic services in order to help them with their illness

Direct: The Medical City Diabetes Center UST: St. Thomas Diabetes Center Makati Medical Diabetes Center St. Luke’s Center for Diabetes,

Thyroid, and Endocrine Disorders

3a. Sugarfree Clinic’s competition

Indirect: Individual endocrinologists,

nutritionists, dietitians Variables:

Proximity to facility, facility’s previous reputation

3a. Sugarfree Clinic’s competition

4. The Sugarfree Clinic PositionWhen one has or is newly diagnosed with diabetes, a

patient must undergo a lifestyle change to control the disease. A complete turnaround is needed.

It is recommended by medical literature that a patient not only have an endocrinologist, but a nutritionist, a licensed diabetes educator, etc., as part of the team.

Many people and services are needed to teach one person with diabetes how to control the disease

4. The Sugarfree Clinic PositionTypically, a patient is inconveniently referred to many

parts of a hospital or to many people so that he may partake of all services needed.

The position of the Sugarfree Clinic is that now, a patient can go to just ONE place to learn how to take better care of himself. In this one facility, there are doctors, nutritionists, personal trainers, etc. The facility itself is not just a clinic but a gym, demo kitchen, lecture hall; all the people and services needed to holistically take care of one diabetic patient.

5. The market size using customer data As of 2010, 3.4 million diabetics in the

Philippines In the Philippines about $ 34.04 per month is

spent per patient to acquire diabetes care

Assuming 25% of the Philippine diabetic population live in Metro Manila:

0.85 million people at $ 34.04 is at $ 28.934 million market size/

6a. The Sugarfree Clinic vs. Others

6b. The Sugarfree Clinic: A descriptionThe Sugarfree Clinic is a compound made up of a main

clinic, a restaurant/demo kitchen, physical recreation area, and a lecture hall.

The main clinic holds all the doctors and medical equipment needed to address all the needs of a diabetic patient. This not only includes endocrinologists but cardiologists, nephrologists, and wound specialists. Within the clinic, you may also find rooms where licensed nutritionist/dietitians hold nutrition counseling.

6b. The Sugarfree Clinic: A descriptionThe restaurant is an adjunct to the medical service and will

be located right beside the main clinic. It will serve only healthy, wholesome food to its patrons while the back portion being a demo kitchen for those who would like to learn to cook healthy at home.

The physical recreation area is mostly an open field where people may run, play, and exercise. This is where personal trainers will mostly work. The customers of the Sugarfree clinic may avail of classes such as Yoga, Pilates, and TaiChi that will be done in this area. This area also features a small gym for those more inclined for this type of activity.

6b. The Sugarfree Clinic: A descriptionLastly, the lecture hall is a vast auditorium where

conferences may be held. This includes small connecting rooms where small group discussions may be held or smaller lectures as well. This is the main facility used to teach diabetics about their disease.

Main ClinicRestaurant/Demo Kitchen

LectureHall

Physical Recreation Area

Parking

7. Price Full package: medical consultation,

nutrition consultation, exercise consultation, introductory lectureAt approximately Php1,750 per patient.

Website and Facebook page Regularly updated social media

accounts featuring tips, guides, and success stories of the clinic’s patients

Posters and fliers at health centers Word of mouth

8a.The Sugarfree Clinic Promo

Free diabetes screening at the clinicFree lectures and talks regarding DM at the clinicFun runs and sportsfest promote healthier lifestyles

8a.The Sugarfree Clinic Events and Experience

8b. Competitors promo

Most competitor’s promos are promotional materials distributed within the confines of their own hospitals.

9. The SugarFree Clinic Place Clinic location

North Ave., Quezon City For referrals, walk-in patients, and

even those curious enough to learn

10. The Sugarfree Clinic’s winning strategy

Differentiation The Sugarfree Clinic is the only specialty

clinic where all professionals, equipment, and facilities needed to holistically take care of a patient with diabetes are found TOGETHER.

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SUMMARY

1. The Sugarfree Clinic PTM are diabetics who want to be healthier and be in control of their diabetes

2. Who want to receive all-around holistic services regarding their diabetes from qualified individuals

3. Can choose from diabetes centers in other hospitals such as The Medical City, UST, St. Luke’s, etc.

4. The gap lies in that being diabetic requires a radical lifestyle change where one needs many professionals to teach the patient how to control the illness. Most patient will be referred to different people at different places at different schedules. The Sugarfree Clinic combines all the needed professionals, equipment, and facilities all in one place so that the patient may learn about his illness without inconvenience.

5. There about 3.4 million diabetics in the Philippines since 2010, estimating 6.16 million diabetics to have been seen by 2030.

Steps 1 to 5Summary headline of your PTM and market

1. All-in-one holistic diabetes center2. At Php 1750 for a full package3. Uses social media, physical media,

while engaging free screening, free lectures, etc. to promote the clinic

4. Located at North Ave., Quezon City5. Uses a differentiation strategy

Steps 6 to 10Summary headline of the marketing mix & strategy