Presented by Somaya Ahmed Abd El-AlimSupervised by:Prof Dr /Mona Elbakry

Marketing plan project for Rehab rehabilitation center

Introduction*Our center is located in Ein Sokhna road

* Is specialized in rehabilitation and improvement quality of life for drug addicts and alcoholics, treatment of personality and sexual disorders ,anxiety and anger management and marriage consultation

* Three buildings each of three floors besides 30 separate suites beachside

*budget is 200 million EGP

*This project is designed to explain in details the marketing plan for Rehab center which their owners aim to position it as market leader as rehabilitation center for the top notch as celebrities and public figures

*Market profile*Addicts in Egypt are spending $2.9 billion on drugs each year* 129,850 people who entered drug rehabs in 2007 * 8.5 percent of Egyptians - or six million people - are addicted to drugs, The majority of them are between 15 and 25 years of age*The number of inpatient beds assigned to addiction treatment is only about 600, about half administered by the government and the other half by non-governmental agencies or the private sector.

*Vision:We will lead the field of rehabilitation and mental health for high level patients through gaining 90% of their satisfaction.

*Mission:Our mission is to be the market leader in our community to help individuals become independent and ensuring continuous support by delivering an exceptional patient experience through the integration of quality care, technology, education, research and advocacy in safe and secure environment by qualified careful ,compassionate staff specialized in the field of rehabilitation and mental health

*Objectives:Marketing ObjectivesFinancial objectiveStrategic objective

*Market research *A-problem recognition:We need to figure out:-Overview patients and their families' needs and wants ,beliefs ,concerns and fears -How our service can be marketed and presented -Find out our competitive advantage - Likelihood of adoption of our service in Egypt

*B-research objectives:

-Identify business problems -Set realistic targets -Understanding potential customers needs -Identify addicts and mentally disordered patients in the selected segment-Formulate the best marketing plan -Determining price of our service -Predicting the best programs to be offered

*C-Research design: *Primary data *QualitativeThis data includes causes of addiction and gives us social ideas and solutions to be used in marketing or treatment plans, why patients prefer one center over others, information about competitors and their plans *QuantitativeIt includes market share of its competitor, capacity of the market, number of patients or people need service, how much revenues expected to increase

*Secondary data: collected by specialized agency about other rehabilitation centers

D-data collection:

*Focus group *Observational by mystery shoppers *Questionnaire or written survey

*"PESTEL ANALYSIS“1-Political and regulatory environment:

-Egypt has suffered quite turbulence after 2011 -In order to establish a new hospital in the health care sector, a license from the ministry of health, and accreditation by independent authorities for quality assurance are needed -After the revolution the market of drugs open up more

2-Economic environment -Economic factor will not affect dramatically our service as our segment is high social class -Inflation and interest rate in Egypt will decrease obviously by 2020 -Growth rate will reach 4.14 by 2020- The Egyptian pharmaceutical market grew about 500% from 1995 to 2010- 16 Billion E.P: Is the average sum of money the drug addicts in Egypt spend on drugs annually- 25,000 E.P: is the average budget of the Rehab clinics in Egypt-Staff: highly specialized so it will cost us high salaries

*Social environment:

- A pack of 20 pills costs between LE3 ($0.43) and LE7 ($1). It is easily found on Egypt's streets.- Opiates and heroin comes through Egypt from Afghanistan to supply the European market.- Youth and teenagers, starting from as young as twelve, are the age group most affected by addiction in Egypt.- The report from national council revealed that in Cairo, children as young as 11 are using drugs and that use among people over 15 has jumped from 6.4% to 30%.- Some upper class addicts pick up the habit from their parents- The drug addicts from the high class are exceeding and they do not use the usual common types of drugs in Egypt, they use Marijuana and stamps- Thirty four million Egyptians are youths between the ages of 10 and 30.

*TBC- 15% of the university students are drug addicts- The main drugs are Heroin, Tramadol and benzodiazepines. Tramadol, in particular, has become an epidemic.- The number of those seeking treatment for addiction is on the rise.- There is one psychiatrist for approximately 70 000 citizens, more than 1300 psychiatric nurses and about 200 clinical psychologists, with hundreds of general psychologists working in fields unrelated to mental health service-Reports said that the percent of personality disorders is (4.9%) and anxiety disorders (7.9%)

*Technological environment

- A number of policies have been implemented to attract foreign investment in IT outsourcing- There is latest technology regarding equipment and systems in competing centers so the organization should keep in mind breakthroughs and be a leader.

*SWOT analysis Strengths:- Our place in Ein Sokhna which is not so far from Cairo - Place has clear air, between mountains and hills and the red sea- Highly specialized staff of psychologists ,psychiatrists and addictologist - Service is tailored for comfort of our customers- Our budget is quite high- High security level as our customers are public figures - Confidentiality is one of our great values.- Luxurious suites and magnificent physical layout.

*Weakness:*-Price is quite high as it is confined to high socioeconomic

class*-Some can see location is far.*-Limited out patient's clinics working hours.

*Opportunity:*-Unlicensed Centers claiming to offer treatment for drug

addiction have been popping up in Egypt*-Many psychiatrists in rehabilitation centers are general

ones not specialized in rehabilitation *-Reports said that the percent of high socioeconomic

class is 5% and 2% of them are addicts or have mental problems or personality disorders and are willing to pay for treatment*-Full governmental support for such projects.* -Increased national awareness for addiction

*Threats:*-Presence of multinational competitor "Behman hospital"

in the field of psychiatry and Dar abo Elazaim which is the most famous and trusted in Egypt*-Some troubles in persuading such high class level at

the beginning *-Bad experience about addiction treatment either

through social media or through unspecialized centers*-Bad experience about unlicensed centers

*Porter five forces*1-Rivlary

We are planning to beat them by:-Branding our service-Being innovative and always searching for the latest methods of treatment

-By talking “to” and “with” the customer technique

,talking to them by continuous advertising and sending advices SMSs and with them by periodic surveys to better understanding them-Adding values to our service by discounts on electives or free sessions to relatives

*2-New entrantsWe are planning to face it by:Our strategy is to be the provider of choice to the high class

patients by providing luxurious service with high professionalism and confidentiality aligning with public relation service which guarantee 90% customer satisfaction and loyalty .Branding also is a good solution for entrants .government sometimes forms barrier against new entrants by regulations and lows

*3-Bargainig power of customersWe will assure patient satisfaction and loyalty through• Having highly specialized physicians and consultants and

well trained nursing staff.• Establishment of patient relation department working

with marketing department to always evaluating our service comparing with the increasing demands and with the competitors

*4- Bargaining power of suppliers:We can overcome these problems by:-Regarding machines and equipment ordered from outside the country we can order it earlier so we can face time factor -About medical and pharmaceutical supplies we can put long term conditions regarding prices and time of delivery -About doctors we can give them reasonable but still high salary in the same time compensate them with other benefits like insurance for all families and free sessions in the center and so on. *5- Threat of substitute service we may have substituents regarding massage and relaxation sessions but the good news is that the centers which provide such services are not experienced and we can inform our segments with our experience during the marketing campaigns

*Marketing plan

*Objectives

*Our strategy

*Competitive advantages:-Luxurious service -Unique location -Highly specialized doctors -High quality decoration of the center hitting 7 stars

*Market opportunityIncreasing number of addicts -Increasing level of living -New trends in market of anger and anxiety management

We all in sometimes suffering from stress

*Market segmentation

Sociodemographic segmentation

Psychographic segmentation

Geographic segmentation

*Marketing mix 4Ps*A-Product: 5IsIntangibleInconsistencyInseparabilityInventoryInteraction with patients

*B-Price

*C-PlaceHigh level of confidentiality and privacy Clean environment

*PromotionThe advertising objective:

-Awareness of people about our service Changing of customers' concept about rehabilitation centers and about addiction treatment

Put us on the first step of targeted market shareBuilding an institutional and services imageMessaging strategy:Our main message in introduction phase will be awareness

Show methods of treatment to patients -Awareness of society about dangers of addiction

PROMOTIONAL STRATEGY

*Promotion budget

*Evaluation of marketing campaigns:

-Online surveys Number of customers who will try our service for the first time

Marketo

*Branding:

DefinitionObjectiveStrategy

*Evaluation and monitoringSurveysFocus groups Tracking our position and market share We can make after call Tracking our sales or bed occupancy

*Soft opening

*Official opening

*Conclusion & summary

In conclusion, by following this plan we can meet our organizational and financial goals, We were careful while designing this plan to align it with the whole strategic goals We are not targeting only high class but we could reach all levels in the community and that will help us while marketing our secondly intended branchWe are not aiming to provide just high quality service, but also to brand our service