John Francis Lee Hok

Nov 2010

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

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

Part 1: Step 1 to 5

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)

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

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!)

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

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

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

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

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

WE CARE projected data: 100-200 dialysis patients in 1 month

Total of 1,800-2400 dialysis sessions in a month

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

Part 2: Step 6-10

WELLNESS

FUN

FEAST

Hospital X Hemotek

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

◦ 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

Word of mouth

Print Ads

Website

Wellness Event Sponsorship

Tie-ups with doctors

Greenhills, San Juan

We are accessible to residents of San Juan, Quezon City, and Ortigas Pasig area

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

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

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

John Francis Lee Hok

Nov 2010