5. 1. Primary Target Market
Target: Health-conscious individuals
Age Range: Early 20’s – Late 80’s
Status: Class A and B, single or married.
Most of which belong to the working population
Lifestyle: Busy and fast-paced
Behavior: Afraid of lifestyle related diseases and
prefers a personalized approach to healthcare
depending on their needs availability.
6. 2. Needs, Wants and Demands
More and more people are willing to spend their
money for good health because…
Lifestyle related diseases (DM, Hypertension, Obesity
and Hypercholesterolemia) are on the RISE.
Life expectancy for Filipinos is LOW.
Male: 68.45 years; Female: 74.45 years (2010 est.)
Most diseases now are PREVENTABLE with a healthier
lifestyle.
7. In relation to the hierarchy of needs…
I want to
LIVE LONGER
to enjoy life MORE.
I want to
ENJOY LIFE.
8. 3a. Competitors
Direct Competitors: Hospitals who offer
Executive Check-up Packages
St. Luke’s
Makati Medical Center
Indirect Competitors: HMOs who give
FREE annual physical examinations
Maxicare
Intellicare
9. 3a. Competitors
Variables:
Hospital Name
Comprehensiveness of the examinations.
Competency of the physicians per institution.
Price: Is it cost effective?
Amount of time consumed for the tests to be done
10. 3b. Competitive Position Map
“With the Center´s Wellness &
Aesthetics Program, every
approach is made personalized,
as it responds to the patient’s
uniqueness at the level of his own
health history. ¨Every diagnosis is
personal. One treatment does
not fit all patients.”
Dr. Rolando Balburias
Medical Director, TMC Wellness and Aesthetics
Center.
11. Price vs. Comprehensiveness of
Health Packages
Comprehensive
Physical
Examination
Packages
Basic Packages
High Price
Low Price
TMC St. Luke’s
HMO’s
12. 4. Gaps: Market Opportunity
ONLY TMC Wellness and Aesthetics Center…
Offers a personalized approach to healthcare
depending on your needs recognizing that age is a
factor in health care.
One-stop shop for all groups to save them time
Adolescents
Adults
Geriatrics
Has a team of physicians looking after you.
13. 5. Market Size: 3Cs
Customer:
Caters to a wide range of clients, from
adolescents to elderly.
Each age category has a health package
suitable for him/her.
14. 5. Market Size: 3Cs
Company:
TMC has over forty years of experience in
hospital operation and administration towards
the establishment of its new world-class
health care complex that serves some
40,000 in-patients and 380,000 out-
patients annually.
15. 5. Market Size: 3Cs
Competition:
No data is available yet…
since the approach of Center of Wellness and
Aesthetics for TMC towards patient care is a
fairly new concept.
Only TMC has such service.
17. 6. Products: Adolescents
Teen Health Hub, ages 10 to 19 years.
Basic Adolescent Package with Computer-Assisted Risk
Assessment (CARA)
Adolescent Essentials I / Adolescent Essentials II / Adolescent
Essentials III
Varsity – for clearance to engage in competitive sports and other forms
of rigorous physical training/exercise
Make-over – for adolescents with dermatologic, dental and other
grooming concerns, as well as weight management issues
Matrix – for adolescents with mental and learning challenges, as well as
those with behavioral, emotional and relationship issues
18. 6. Products: Adolescents
Teen Health Hub, ages 10 to 19 years.
Consultation
Individual Counseling
Family Counseling
Vaccination Packages
Pediatric Weight Management
Pediatric Express Check – for children aged 0-9,
clearance for school, travel etc
19. 6. Products: Adults
Adult Wellness Center, ages 20 to 59 years old.
The Essentials
Senior Male Evaluation
Lady Care 1 Package (Below 45 years old)
Lady Care 2 Package (Above 45 years old)
COP (Customized, Optimized Personalized Preventive
Health Check Package)
Other special services: includes other procedures
20. 6. Products: Geriatrics
Center for Healthy Aging:, 60 years old and
above
Basic Comprehensive Geriatric Assessment (Outpatient)
Platinum 1 Senior Male Evaluation (60-79 yrs old)
Platinum 2 Senior Male Evaluation (80 yrs old and
above)
Platinum Female 1 Package (60-79 yrs old)
Platinum Female 2 Package (80 yrs old and above)
Other services: includes other procedures.
21. 7. Price
Comprehensive physical examination with
diagnostics, consultations with specialists
ranges from Php 8,950 – 30,090 depending
on the package you chose.
Note: Relatively cheaper rather than you order the diagnostics and do
consultations separately
22. 8a. Promotions
Posters with use of
prominent personality
TV Commercials
Publications
TV show
23. 8b. Competitors’ Promotions
50% off discounts on
room rates and services
TV commercials
Affordable packages with
terms of payment
25. 10. Winning Strategy
Every approach is made
personalized…
Every diagnosis is personal.
Having services in packages is
more cost-effective.
One-stop-shop leverage:
Convenience and Luxury at the
same time.
Team approach to healthcare.
26. SUMMARY
TMC Wellness and Aesthetic Center’s
personalized approach to their client
works to their advantage.
The services they offer combines
luxury and convenience which the
clients look for.
27. 27
10 STEP MARKETING PLAN:
TMC Wellness and Aesthetics Center
Jessica Anne L. Evangelista
Nov 2010
Wellness is the new beauty