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10 STEP Marketing Plan for Mariano Marcos Memorial Hospital & Medical Center Medical Tourism Services
James Victor K. Otayza, MDJune 17, 2010
5 Steps for Part 1 (PTM and Positioning)
1. Tourist population of the Phils. 2. Quick, cheap, reliable services3. Can choose St. Lukes, Makati Med.,
Malaysia, Hong Kong, India, etc.4. Many skilled MDs but lacking
facilities5. Market size is global (tourists)
5 Steps for Part 2(Marketing Mix & Strategy)
6. Medical tourism packages
7. Competitive prices8. Uses radio, print ads,
word of mouth9. Worldwide distribution10. Niche approach
4
Positioning to the Primary Target Market
Part 1:Steps 1 to 5
1.My primary target market (PTM) is..
Mainly Chinese & Korean tourists Usually businessmen, corporate
clients of nearby resorts, airlines flying Manila-Laoag route
Spas, cosmetic surgeries, weight loss programs, elective surgeries
I want to look good
I want to be healthy
2. My PTM’s NWE
Tourists want:To be pampered, look and feel better, (self-esteem)To be healthy (physiological)
Tourists will choose MMMH Services over others due to the friendly and skilled services, and the accessibility to numerous tourist destinations and int’l airport
Tourists expect quality service, accomodations, transportation, local tours
3a. Competition
Local -St. Luke’s, NKTI, World Citi, Metropolitan Med. Ctr., private cosmetic clinics
Variables: Ambience, packages & services offered
MMMH’s unique positioning is shown in this competitive map
MMMH is strategically located, has tour packages, and a “vacation” feeling conducive
for rest and recuperation.
World Citi MMMH Makati Med Metropolitan St. Luke’s
Quality service
Skilled staff
Ambience
Near business districts
Tour packages
Located near tourist spots
4. MMMH positions strongly in a niche market opportunity
MMMH is the only Medical Tourism Center that gives quality services for a reasonable
price that is located near an int’l airport and world
class tourist destinations That includes tours, accomodations, and
transportation That makes clients feel more like vacationers No other MTC is similarly located or offers such
packages.
5b. Based on estimated local data, MMMH share is 5%, total market size is 1billion
1. Est. Philippine data: MMMH sales is P50 million
2. MMMH claims market share of 5%
3. Then total local MTC market size is P1 billion/0.05 = P 50 million
5c. Local consumer data estimates is around 1 billion
Availment of MTC services:Around 10000 tourists a year avail of
MTC services, (833/month) spending an average of Php100,000 per person
10000 x 100,000 =1 billion
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The Marketing Mix Strategy
Part 2:Steps 6 to 10
6b. Product Description
Founded in 1968 MMMH & MC is a 200 bed
tertiary/teaching MC under the DOH DOH designated Eye & Cancer Center
for Northwestern Luzon
St. Luke’s
World Citi
Makati Med
Manila Doctors
6a. Medical Tourism category is currently dominated by 4 medical centers
7. Price- MMMH is 15% lower than competitors
Example:Competitor Spa: P400MMMH Spa: P380
MMMH has lower prices than competitors
8a. Promo
8b. Competitor promo
Okay, but where’s the tourism?
9. Place
Where is MMMH located? Batac, Ilocos Norte 10mins away from the nearest world
class beach 25mins away from Laoag Int’l Airport 30min away from Fort Ilocandia 2hrs away from Pagudpud
10. What is the generic winning strategy?
Competitive prices Personalized and quality service Strategic location Niche
10. MMMH is a niche pioneer
The main strategy of MMMH is to dominate the niche market of 25 to 50 year olds who want to enhance their health, image, and self esteem
MMMH benefits from its proximity to various world-class tourist destinations