Clinic which specializes on Diabetes

1. 1
10 STEP
Marketing Plan for
Diabetics Clinic: Recognizing your
Disease
Gian Van Paolo V. Tenorio
August 2015

2. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

3. 1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are the choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

4. 6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy

5. 1. Primary Target Market
 Demographics
 Population of 51,503
 Target Population: Adults 30-50
 Lifestyle
 Weaving and embroidery
 Rich in food treats
 Panocha, Suman, Tapa, Longganisa

6. 1. Primary Target Market
 Epidemiology
 >309,000 deaths related to non-
communicable diseases including diabetes
(2010)
 2009 statistics show 30.2% of patients die
due to DM in Batangas City
 http://www.doh.gov.ph/sites/default/files/PHILIPPINE%20HEALTH%20STATISTICS%202009_
0.pdf

7. 2. PTM’s needs, wants &
demands
Needs:
 Recognition
 When to get treated
 When to follow-up
 Awareness
 Social needs
 Safety needs
 Quality
 Competence
 Continuous management
 Physiological needs
 Provision of proper health care treatments

8. 2. PTM’s needs, wants &
demands
Wants:
 Healthcare remains one of the most important
aspects of life
 Chronic non-communicable diseases are unnoticed,
slowly growing and high percentage of loss of follow-
up
 Need for immediate, quick and correct
identification and management of diseases such as
diabetes

9. 2. PTM’s needs, wants &
demands
Demands:
 Quick health information
 Quality health information
 Competent and good health provision
 Affordable and accessibility
 Friendly staff and physician
 Attentive and responds to the needs of the patient

10. 3a. Direct and indirect
products that address my
PTM’s NWD
 List of Competitors products/ brands
 Determine the variables that affect
choice of product, brand

11. 3b. Create 2 Positioning Maps
1st Map: 2 x 2 Matrix showing the 2 Most Critical
Variables for Consumer choice
This 1st Map should allow differentiation/ non-
clustering of the direct competitors
Example: Price vs. Age
Size of bubbles= represent relative market shares
of the brands
2nd Map: Functional Benefit vs. Brands/ Variants

12. Price vs.
Demographic
<30 30-50 >50
High Price Taal Polymedic
Hospital
Lemery Doctors
Hospital
Geriatrics Clinic
Low Price Lemery
Pediatrics Clinic

13. Functional Benefit vs.
Brand Map
Lemery Clinic Taal Polymedic
Hospital
Pediatrics
Clinic
Proximity x
Quality x
Price x x
Accessibility x
Quickness of
Service
x x
Availability of
management
options
x
Catering to
target age group
x x

14. 4. Identify the gap between
customers and competition
Where is the marketing opportunity?
 Only 1 clinic in Taal, Batangas
 Only 1 doctor who specializes in
Internal Medicine
 Proximity to nearby health
center/clinic/hospital is 5-10 minutes
away form the town center

15. 4. Identify the gap between
customers and competition
What NWDs are not being addressed?
 Availability of medicines
 Alternative treatment options

16. 4. Identify the gap between
customers and competition
 What can be the unique selling
proposition for the new product
 Cheap consultations (300 php vs. 500 php
at established clinics)
 Specializes in Diabetes (vs. Internal
Medicine or other specialty consultation)
 Quick and competent (No emergencies,
only out-patients = quicker attendings to
patients)

17. 5a. Estimate the market size
using competitor data
 Taal Polymedic Hospital hosts all types of
diseases
 The internal medicine section is just a sector of
the hospital
 Most of the cases brought to Taal Polymedic
(62%) are emergency cases
 Diabetes is a slow-growing disease and thus not
so much given importance as urgent cases
 Lemery Pediatrics focuses on patients
aged 0-18

18. 5b. Estimate the market size
using company data
 Clinic may be placed at the center of
Taal, Batangas
 Population of 50,000 sufficient with one
clinic
 Equipment will be specialized in
endocrinology and diabetes

19. 5c. Estimate the market size
using customer data
 Almost 90% of the population have
their illnesses checked at a nearby clinic
 1 out of 10 patients have diabetic or
pre-diabetic status

20. 6a. Product Category

21. 6a. Competition

22. 6b. Product Description
 The Diabetes Clinic is a clinic
specializing in one of the most common
yet unrecognized chronic non-
communicable disease.
 It will be created mainly for patients
with symptoms of diabetes or currently
have diabetes and will be given support
through private charities

23. 7. Price
 Consultation will be 300-500 for private
patients
 Free for charity through the use of
support funds
 Treatment will be given as much
discounts as possible

24. 8a. Modes of
Advertisement
Ranked Mass
1. Advertising
2. Public Relations
3. Sales Promotion
4. Events and Experiences
Personal
1. Word of Mouth
2. Interactive Marketing
3. Direct marketing

25. 8a. Your products
Promotions
 Advertising your clinic entails a certain way
of marketing through both words and
actions
 Quality assurance and assuring its
fulfillment in the clinics will be the best
way to promote the business
 Because it is a single clinic specializing in a
single disease, it will be very specific and
will entice exactly what customers with
diabetes are feeling

26. 8a. Samples of Promo
It will have its own
facebook page,
website and have
posters all around
the province. It’s
main selling point
will be its
specialization into a
disease that most of
the people do not
know about

27. 8b. Competitor promo

28. 8b. Competitor promo

29. 8b. Competitor promo
• Most of the clinics at Taal, Batangas and its
nearby town Lemery, Batangas do not have
proper advertisement. They rely mostly on word
of mouth.
• The town is currently undergoing acceptance of
future technologies and more and more people
are using facebook and the internet

30. 9. Place
 The clinic will be available at the central
town of Taal, Batangas
 It will be accessible to all the residents and
even non-residents of Taal, Batangas
 Funds will be supported by various support
groups and even the diabetes association
of physicians themselves if possible

31. 10. Generic Winning Strategy
 It will be a niche leader
 Breast clinics are one of the leading clinics that
takes care of breast patients, they are mostly being
preferred more than going to the hospital due to
the quality and effectivity of treatment as compared
to hospitals which tends to other diseases as well
as breasts
 Diabetes clinics are, if not existent, rare. The clinic
aims to pioneer the recognition of Diabetes as one
of the leading causes of morbidity for the
population and could be a template for future clinics
focused in it