Download - 10 step marketing plan for we care lee hok
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John Francis Lee Hok
Nov 2010
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1. We Care caters to dialysis patients
2. Who don’t want to go to the hospital; who want added value and service
3. Can choose to go to a hospital, or stand-alone centers
4. No one offers the added service we offer; others simply focus on dialysis alone
5. Market size 1M need dialysis. Niche market 1,000
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6. Wellness Package (dialysis + Spa, facial, massage Treatment)Fun Package (dialysis +game room/movie)Feast Package(dialysis +Healthy gourmet meals)
7. At par with other Class A hospital based dialysis centers
8. Print Ads, word of mouth, event sponsorships
9. Greenhills area10. Niche market approach
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Part 1: Step 1 to 5
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Demographics (patients with Chronic Kidney Disease, needs dialysis, Social Class AB, living in San Juan, Q.C. Pasig area)
Lifestyle (does not want to get bogged down in the hospital; does not want the hospital as part of their lifestyle because it depresses them)
Behavior (always looks at value for money, enjoys the luxuries in life)
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Need Dialysis treatment
So that they can do more in life
So that they can do more in life
But still gives them esteem and pleasure
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Need: Physiologic needs: health (dialysis)safety: safe treatmentSocial needs: belongingEsteem needs: recognition of their statureActualization needs: so that they can do more with life
Want: comfort, value, service, entertainment, ambiance, leisure, they want MORE!
Expectation: value for money, good service, service par excellence (Dialysis +++ and MORE!)
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Hospital Based: The Medical City, Cardinal Santos, St. Luke’s
Stand-alone: Renal Care, Hemotek,
Variables: Price, package, operating hours, service quality, add-on services, location
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We care The MedicalCity
St. Lukes Renal Care Hemotek
Price High High High Low Low
Quality Service
High High High Basic Basic
Add- on services
√ X X X X
Location Standalone- Greenhills
Hospital-based, Pasig
HostpitalBased, QC
Stand alone, QC
Standalone,QC
Operating hours
Monday to Sunday3 shifts
Monday to Sat, 3 shifts
Monday to Sat, 3 shifts
Monday to Sat, 2 shifts
Monday to Sat, 2 shifts
packages Wellnesspackage, Fun package,
none none Re-use package
Re-use package
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PRICE/SERVICE MATRIX
Basic Service High QualityService
Add on services
Premium price
Mid price
Low price
Hemotek, Renal Care
The Medical City, St. Luke’s
WE CARE: WELLNESS/FEAST Package
WE CARE: FUN Package
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WE CARE is the only dialysis center that
gives extra service!◦ Offers SPA and massage services
◦ Offers a game/entertainment room (mahjong, poker, DVD movies)
◦ Offers healthy gourmet food
◦ All while you are hooked to the dialysis machine
No other dialysis center offers the same service
All others focus on the basic dialysis service, reducing cost, and making profit
We Care takes care of YOU and your kidneys
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The Medical City : 500 patients/month◦ 500 patients x 3 sessions/week x 4 weeks ◦ = 6,000 sessions/ month
P9,000 /session x 6,000 sessions= 54M gross income
Hospital X: private, tertiary hospital in QC / 150 patients/month◦ 150 patients x 3 sessions/week x 4 weeks= 1800
session◦ P3,000/session X 1,800 sessions = P5.4M gross
income per month
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WE CARE projected data: 100-200 dialysis patients in 1 month
Total of 1,800-2400 dialysis sessions in a month
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1M Filipinos need dialysis50% live in Metro ManilaMost patients would need 3x a week dialysis2% would be niche market
500,000 live in Metro Manila, X 2% niche market estimate =10,000 patients
10,000 patients x 3 sessions per week x 4 weeks x P7,000 per session = P840M monthly market
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Part 2: Step 6-10
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WELLNESS
FUN
FEAST
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Hospital X Hemotek
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WE CARE is a high-end hemodialysis center that provides add-on services to the basic dialysis treatment
Services offered: ◦ WELLNESS package: dialysis + SPA /massage
treatment
◦ Fun Package: Dialysis + entertainment (mahjong, poker, Blue Ray movies)
◦ FEAST package: Dialysis + gourmet food
WELLNESS
FUN FEAST
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◦ WELLNESS package: P8,888
◦ Fun Package: P 6,000
◦ FEAST package: P7,777
◦ We care is benchmarked against The Medical
◦ City prices and is 30%-50% premium than standalone dialysis centers such as Renal Care and Hemotek
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Word of mouth
Print Ads
Website
Wellness Event Sponsorship
Tie-ups with doctors
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Greenhills, San Juan
We are accessible to residents of San Juan, Quezon City, and Ortigas Pasig area
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We CARE’s main strategy is to target Class A and B patients who need dialysis treatment but want excellent service and add-on services
It benefits from excellent services such as spa/massage, game room, gourmet food
Has an excellent, unique, premium priced product available outside of a hospital
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1. We Care caters to dialysis patients
2. Who don’t want to go to the hospital; who want added value and service
3. Can choose to go to a hospital, or stand-alone centers
4. No one offers the added service we offer; others simply focus on dialysis alone
5. Market size 1M need dialysis. Niche market 1,000
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6. Wellness Package (dialysis + Spa, facial, massage Treatment)Fun Package (dialysis +game room/movie)Feast Package(dialysis +Healthy gourmet meals)
7. At par with other Class A hospital based dialysis centers
8. Print Ads, word of mouth, event sponsorships
9. Greenhills area10. Niche market approach
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John Francis Lee Hok
Nov 2010