1. 1
10 STEP MARKETING PLAN:
TMC Wellness and Aesthetics Center
Jessica Anne L. Evangelista
Nov 2010
Wellness is the new
beauty

2. Part 1
POSITIONING TO THE PRIMARY
TARGET MARKET
A. Primary Target
B. Needs, Wants and Demands
C. Competitors
D. The big GAP
E. The Market

3. Part 2
MARKETING MIX STRATEGY
A. Product
B. Promo
C. Price
D. Place
E. Winning Strategy

4. POSITIONING TO THE
PRIMARY TARGET
PART I:

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.

16. MARKETING MIX
STRATEGY
PART II:

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

24. 9.Place
The Wellness &
Aesthetic Center,
and spa facilities,
is located at the
4th level of the new
hospital wing
(Podium).

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