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Gerard Joel Abonado, MD, MBAH
Gerard Joel Abonado, MD, MBAH
Saúde e medicinaTecnologia
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10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
10 STEP Marketing Plan for Saviour International Hospital GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
5 Steps for Part 1 (PTM and positioning) ,[object Object],[object Object],[object Object],[email_address]
5 Steps for Part 1 (PTM and positioning) ,[object Object],[object Object],[email_address]
5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
Positioning to the Primary Target Market Part 1: Steps 1 to 5 [email_address]
1.My primary target market (PTM) is.. ,[object Object],[object Object],[object Object],[email_address]
I need to be cured of illness I want to be in a State of the art facility [email_address]
2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
3a. SIH has many formidable competitors ,[object Object],[object Object],[object Object],[email_address]
SIH is #3 in niche: low priced services with 70-79% occupancy ST PAULS IDH IMH SIH Price vs. Occupancy rate [email_address] Price/ occupancy rate 50-59 % 60-69 % 70-79% 80-89 % High price Low Price
SIH unique positioning is shown in this competitive map Many competitors in prevent tooth decay and saves money positioning. Positioning vs. Brand Matrix [email_address] IDH IMH ST PAULS SIH Tertiary level General /Specialty Cheaper rate of Services Tricare /US HMO’s Open Heart Surgery Program
4. Identify the gap between customers and competition ,[object Object],[object Object],[object Object],[object Object],[email_address]
5a. Estimate the market size using competitor data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
5b. Based on SIH data, where market share is 7%, total market size is 1.1 billion ,[object Object],[object Object],[object Object],[email_address]
5c. Estimate the market size using customer data ,[object Object],[object Object],[email_address]
5. Concluded that Hospital market is 1 billion ,[object Object],[object Object],[object Object],[email_address]
The Marketing Mix Strategy Part 2: Steps 6 to 10 [email_address]
6a. Major Hospitals in Iloilo city Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves etc etc [email_address]
6b. Product Description ,[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
7. Price- Hospital Charges in the middle ,[object Object],[object Object],[email_address]
8a. Promo ,[object Object],[email_address]
8a. Promo [email_address]
8b. Competitor promo ,[object Object],[email_address]
8b. Competitor promo [email_address]
9. SIH is conveniently located in Molo ,Iloilo City [email_address]
10. SIH is a niche leader ,[object Object],[object Object],[email_address]
SUMMARY [email_address]
5 Steps for Part 1 (PTM and positioning) ,[object Object],[object Object],[object Object],[email_address]
5 Steps for Part 1 (PTM and positioning) ,[object Object],[object Object],[email_address]
5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[email_address]
10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]

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V49 gerardjoelabonado10stepmarketingplan

  • 1. 10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
  • 2. 10 STEP Marketing Plan for Saviour International Hospital GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]
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  • 6. Positioning to the Primary Target Market Part 1: Steps 1 to 5 [email_address]
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  • 8. I need to be cured of illness I want to be in a State of the art facility [email_address]
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  • 11. SIH is #3 in niche: low priced services with 70-79% occupancy ST PAULS IDH IMH SIH Price vs. Occupancy rate [email_address] Price/ occupancy rate 50-59 % 60-69 % 70-79% 80-89 % High price Low Price
  • 12. SIH unique positioning is shown in this competitive map Many competitors in prevent tooth decay and saves money positioning. Positioning vs. Brand Matrix [email_address] IDH IMH ST PAULS SIH Tertiary level General /Specialty Cheaper rate of Services Tricare /US HMO’s Open Heart Surgery Program
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  • 18. The Marketing Mix Strategy Part 2: Steps 6 to 10 [email_address]
  • 19. 6a. Major Hospitals in Iloilo city Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves etc etc [email_address]
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  • 25. 8b. Competitor promo [email_address]
  • 26. 9. SIH is conveniently located in Molo ,Iloilo City [email_address]
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  • 32. 10 STEP Marketing Plan for (SAVIOUR INTERNATIONAL HOSPITAL) GERARD JOEL ABONADO MD FPSGM JUNE 2010 [email_address]