10 Step Marketing Plan: Centuria Medical

Makati

Chan, Oliver S.January 2011

Centuria Medical Centuria Medical Makati (CMM)Makati (CMM)Newspaper ad

Close-up of text

CMM’s Primary Target CMM’s Primary Target Market and Market and PostitioningPostitioning

1. CMM’s PTM are doctors who want patients of social class A, B, C, residing in makati or nearby or foreigners who want the best health care and state-of-the-art facilities.

2. Doctors who want to start medical practice in a modern high class location.

3. Can choose Makati Medical Center, St. Luke’s Global City, The Medical City, Foreign Hospitals.

4. Gap is all other companies focus on local patients.

5. Market size is $2 Billion or P90 Billion.

Maxicare’s Marketing Maxicare’s Marketing Mix and StrategyMix and Strategy

6. Medical clinic ownership.

7. No data on pricing.

8. Advertise in newspaper.

9. Available in Century City, Makati.

10. Uses a niche approach (Medical Tourism) to win.

1. CMM’s PTM are Doctors1. CMM’s PTM are Doctors

Doctors who want to be part of the Medical Tourism industry

Patients with demographics of: Social class A, B, C Living in Makati or nearby M/F

Behavior: Premium healthcare in the Philippines

2. PTM’s Needs, Wants and Demands 2. PTM’s Needs, Wants and Demands

(Maslow’s Heirarchy of Needs)(Maslow’s Heirarchy of Needs)

I want to be associated with high class doctors

Doctors feel good contributing to the medical tourism of the Philippines

Doctors choose CMM Doctors choose CMM because…because…

Doctors need… A place to start their medical practice

Doctors want a world-class health facility with a promising pool of patients. CMM boasts of state-of-the-art medical equipment. CMM is a promising location at Makati targeting high class

patients local and abroad.

Doctors expect a niche approach, targeting medical tourism with Centuria Medical Makati

3. Direct and Indirect 3. Direct and Indirect CompetitionCompetition

Direct:

Indirect: Private Apartments in Makati that can be made a clinic.

Variables: Price, Location, Brand Reputation

4. CMM focuses on healthcare at its 4. CMM focuses on healthcare at its

finest.finest.

Niche ApproachNiche Approach

CMM focuses on Medical Tourism targeting patients in Makati and abroad.

5a. Market Size using 5a. Market Size using Competitor’s DataCompetitor’s Data

No available data.

5b. Market Size using 5b. Market Size using Company’s DataCompany’s Data

Market size of medical tourism is $2 billion.

5c. Estimate market size using 5c. Estimate market size using

customer datacustomer data

No available data.

5. Concluded that medical tourism is 5. Concluded that medical tourism is

$2 Billion = P90 Billion $2 Billion = P90 Billion

Competitor data: not available

Company data: $2 Billion = P90 Billion

Customer data: not available

6a. Medical Tourism is dominated 6a. Medical Tourism is dominated

by these hospitals.by these hospitals.

6b. Product Description6b. Product Description Centuria Medical Makati is the newest destination for

health and wellness in the Philippines.

It is located within the residential, office, and retail district of Century City, in the heart of Makati.

For Doctors: Clinic ownership Modern medical/diagnostic equipment PACS Local and international marketing campaign

Newspaper ad

7. Price7. Price

No available data how much clinic ownership costs.

Recommendation: put a starting price or “introductory price” for clinic ownership so that doctors have an idea if it’s within their budget.

8. Promo8. Promo Newspaper

advertisement.

Recommendation: Advertise at Medical Conventions to directly target doctors.

Newspaper ad

9. CMM is accessible 9. CMM is accessible at Century City, Makatiat Century City, Makati Directly visit the site.

Call Centuria Medical Makati.

Visit website of CMM.

Newspaper ad

10. CMM uses a Niche 10. CMM uses a Niche Approach to Win.Approach to Win.

Centuria Medical Makati targets Doctors who want to partake in Medical Tourism.

SUMMARY

CMM’s Primary Target CMM’s Primary Target Market and Market and PostitioningPostitioning

1. CMM’s PTM are doctors who want patients of social class A, B, C, residing in makati or nearby or foreigners who want the best health care and state-of-the-art facilities.

2. Doctors who want to start medical practice in a modern high class location.

3. Can choose Makati Medical Center, St. Luke’s Global City, The Medical City, Foreign Hospitals.

4. Gap is all other companies focus on local patients.

5. Market size is $2 Billion or P90 Billion.

CMM’s Marketing Mix CMM’s Marketing Mix and Strategyand Strategy

6. Medical clinic ownership.

7. No data on pricing.

8. Advertise in newspaper.

9. Available in Century City, Makati.

10. Uses a niche approach (Medical Tourism) to win.

10 Step Marketing Plan: Centuria Medical

Makati

Chan, Oliver S.January 2011