10 STEP

Marketing Plan for MISSION

HOSPITAL and AMBULATORY
SURGERY CENTER

DR. Roel Tito A. Marcial

June 19, 2010

1
 Mission Hospital
PTM and Positioning

1. PTM are class B patients

2. Who want to feel good and confident
3. Can choose Hospitals and Ambulatory
Centers
4. Gap is all other hospitals and ambulatory
centers
5. The market size is P170 million and
target niche is P85 million
Mission Hospital
Marketing Mix & Strategy

6. Hospital that offers Quality

Health Care nearest their area
7. Is 100% affordable
8. Uses newsletters, website,
billboards, community outreach
programs
9. Is available locally
10. Uses a niche approach to win
1.Mission Hospital primary
target market (PTM) are the
class B patients
 Demographics (21-60, F, social class
B, single/married)
 Lifestyle ( working already )
 Behavior (family’s gatekeeper who is
usually a female member who wants
the best healthcare for their family)
I am complete when I have
A nearby quality hospital

I want the best healthcare

2. My PTM’s NWE
Class B need
To feel complete, healthwise, Self-Esteem

Class B choose Mission Hospital over other hospitals

and ambulatory centers because of ….
Quality healthcare that is accessible, acceptable,
adequate and affordable of Mission Hospital;
Department of Health and PhilHealth accredited

Social Class B expect when they go to Mission

Hospital that they will be greeted by courteous
and friendly employees,nursing staff and doctors
3a. Mission Hospital has many
formidable competitors
 Direct: Medical City, Manila East, St.
Therese, Taytay Doctors, Alfonso
Specialist, Mary Immaculate, Mother
Regina

 Indirect: Holylife polyclinic, nearby clinics

and laboratories

Variables- competitiveness of rates,

accommodation of staff
 Mission H. is only #3 in niche:
Class B patients
Class vs. Brand Matrix
Mission Medical Manila St. Alfonso
H City East Therese Specialis
t H.
Class Beam
A
Class B
l

Class C
and D
 3b. Mission H. unique positioning is
shown in this competitive map

Hospital Competence Competitiveness Accommodation Cleanliness/

of Doctors of rates of Staff Presentation
The
Medical
City
Manila
East
St.
Therese
Alfonso
Specialist
Mother
Regina
Mission The ratings of the competitors used Mission Hospital as the baseline and were
Hospital according to the perception of patients.
 4. MH positions strongly in a
niche market opportunity

Mission Hospital is the only secondary hospital

 Offering excellent healthcare that is affordable

with a clean and green ambiance

 For social class B

 who want to feel secured health-wise knowing

that there is an accessible health facility nearby

 Others are far from their place, high price, caters

to a different segment either class A or class C

and D
5a. Based on competitor data,
class B market is
approximately P170 million

SOURCE: http://www.manilatimes.net/national/2006/oct/25/yehey/business/20061025bus6.html
5b. Estimate the market size
using company data

1. Mission Hospital has an average

income of 46 million pesos
2. Estimated market share on class B
patients is only 4.6 million pesos
6a. Photos of the different
Hospitals
6b. Product Description
 Mission Hospital is a secondary cooperative
hospital that offers excellent quality healthcare
with its competent doctors, courteous staff,
competitive rates, clean and green atmosphere
and accredited by Philihealth and various HMO’s.
 40-bed hospital that provides general
medical/surgical services and ambulatory
surgery
 Located strategically along Ortigas extension
7. Price-
Mission Hospital has the
lowest hospitalization rate
 General Surgery, Obstetrics and
Gynecology, Pediatrics, Internal
Medicine, Dialysis, Laparoscopic Surgery

Mission Hospital is at least 30% lower

among its direct competitors
8a. Promo

OUR MISSION IS
Y YOUR
HEALTH
8b. Competitor promo
9.Mission Hospital is located
strategically along Ortigas
Ext. Pasig City

 Near subdivisions, villages, townhouses

and condominiums
 Supermarkets, Known fastfood outlets
 Antipolo, Taytay, Cainta, Angono, Marikina
10. Mission Hospital is a
niche leader

Mission Hospital’s main strategy is to

dominate the niche market of social
class B
It benefits from its strategic location
Offering excellent quality healthcare that
is accessible, acceptable, adequate and
affordable
 SUMMARY

10 step Marketing Plan for Mission

Hospital

20
 Mission Hospital
PTM and Positioning

1. PTM are class B patients

2. Who want to feel good and confident
3. Can choose Hospitals and Ambulatory
Centers
4. Gap is all other hospitals and ambulatory
centers
5. The market size is P170 million and
target niche is P85 million
Mission Hospital
Marketing Mix & Strategy

6. Hospital that offers Quality

Health Care nearest their area
7. Is 100% affordable
8. Uses newsletters, website,
billboards, community outreach
programs
9. Is distributed locally
10. Uses a niche approach to win
10 STEP
Marketing Plan for MISSION
HOSPITAL and AMBULATORY
SURGERY CENTER

DR. Roel Tito A. Marcial

June 19, 2010

23