+ My Personally
Professional top
10
Marizel M. Catungal, MD, FPCP, FPSN
Marketing Management
AGSB MBA-Regis Clark
March 24, 2017
+My Personally Professional top 10
Top 5 for RCCS
#AllForONE- Everyone markets RCCS
#IHeartYouMore- 3 Cs of Marketing Strategy
#BrandPower- Make RCCS known to all, everywhere
#HDFOnly@RCCS- Winning Strategy: Differentiation
#StartingWithZ- Aligning with RCCS’ VMO
+My Personally Professional top 10
Top 3 for ZEL
#PerceptionIsReality
#LinkingLinkedIn
#MyOwnBrand
+My Personally Professional top 10
Top 2 for AGSB
#BeMagi
#ConvinceLikeSteveJobs
+#AllForONE
OLD WAY: It’s up to
admin personnel and top
management to market
RCCS
MARKETING CONCEPT:
Every Employee is a
Marketer; Everything
Counts!
+#AllinForONE
APPLICATION:
All employees of RCCS from top management to maintenance/technicians will speak highly of RCCS, know the mission and vision, relay and practice core values to satisfy customers and project to the outside world the quality of service rendered
+#IHeartYouMore
OLD WAY: focused more on the
customer and our operation
MARKETING CONCEPT:
Strategic 3 Cs of Marketing:
Customer, Company and
Competition
+#IHeartYouMore
APPLICATION:
We are now researching on
competitors, their strengths,
weaknesses, promos, prices etc.
We wanted to be better than them
to delight our growing patient
base and to be assured that
these patients would remain loyal
to us.
https://www.slideshare.net/josephdeungria/marketing-in-the-21st-century-by-prof-
bong-de-ungria
+#BrandPower
OLD WAY: RCCS will be
known by others through
word of mouth from patients.
Our patients will sell us.
MARKETING CONCEPT:
Integrated Marketing
Communications through
Mass and Personal Promos
+#BrandPower
APPLICATION:
visible tarpaulins, Ambulance
with Logo of RCCS, T-shirts
worn by staff and patients,
Sales promo during Ber
months; Personal: use of
social media: Facebook page,
RCCS website
#GetYourLifeBack
+#HDFonly@RCCS
OLD WAY: We pioneered on HDF in Central Luzon.
We are not so aware that this is our winning strategy.
MARKETING CONCEPT: 4 Generic Winning
Strategies: ours is DIFFERENTIATION
+#HDFonly@RCCS
APPLICATION: We now focus on HDF especially now
that our patients have become more aware of the
benefits of HDF. We plan to remove conventional
hemodialysis and offer 100% HDF to all patients.
+#StartingWithZ
OLD WAY: Familiar with the
usual ABC Leadership
MARKETING CONCEPT:
ZYX Leadership, Begin with
the end in mind and then
finding how the end can be
delivered.
+#StartingWithZ
APPLICATION: Aligning with RCCS’ VMO
RCCS’ Z: It’s VISION: To be the Industry Benchmark of Renal
Related Services in Central Luzon by 2020
And MISSION: Provide Quality Renal Replacement Therapy
using the Latest State of the Art
We aspire to be the market LEADER in Central Luzon by 2020.
This year, we are expanding to Mabalacat, San Fernando and
Guagua and by 2019 in Tarlac.
+#PerceptionIsReality
OLD WAY:
Dress to impress, sometimes, on some occasions, dress casually
depending on the mood (Jeans, rubber shoes) during clinics,
rounds.
MARKETING CONCEPT:
The Greatest P: PRECEPTION; How our mind sees and
remembers the world.
+#PerceptionIsReality
APPLICATION:
Everyday I make an effort to not only
power dress, but to exude a positive aura
and to leave my mark, my brand of being
Zestful, Emphatic and Loyal. This I project
to my family, patients, colleagues and
friends, and being “Confidently
knowledgeable with a heart”.
+#LinkingLinkedIn
OLD WAY: Contented with Facebook for social networking. Had
LinkedIn account with the basic info, i.e., name and work. Had 7
connections
MARKETING CONCEPT: Social connections are good for us.
Based on 3 key lessons from the longest study of happiness.
+#LinkingLinkedIn
APPLICATION:
Revised my LinkedIn account, inserted
my photo, added my elevator speech,
used my personal brand logo as
background, improved my professional
information. Before MarkMa ended, my
connections increased from 7 to 100.
+#MyOwnBrand
OLD WAY:
I don’t have an idea that one can have his own PERSONAL
BRAND
MARKETING CONCEPT:
Brand image, Brand identity
+#MyOwnBrand
MARKETING CONCEPT:
Brand image, Brand identity
APPLICATION:
Created my own personal Logo from scratch. Trying everyday to exude my brand of interaction with everyone I meet.
Being true to my brand, I live my life full of zest, I treasure my patients with compassion and empathy and I stay loyal to my family and friends.
+#BeMagis
OLD WAY: Some tasks were done the usual way, “pwede na”.
Contented with what I have achieved at my age.
MARKETING CONCEPT: “Magis”- doing more or better
“Magis” or “more” is a teaching of St. Ignatius, brought by the
Jesuits, and encouraged by the teachers of the Ateneo.
An Atenean is asked not only do to good or be the best, but better
each time as he/she is always in a competition with him/herself in
the path to self-improvement and the realization of his/her fullest
potentials.
+#BeMagi
APPLICATION:
Since I became a student of Ateneo, I have practiced to be more,
better, giving the best in everything. I embraced new learnings
outside my niche, gained new friends and network and now
pursuing a path of becoming a better Filipino to contribute in the
growth and development of the nation.
+#BeMagi
EXECUTION:
Many ask me how I am able to study MBA at the same time with my active (and toxic) clinical practice. My answer is simple, Ateneo taught me to be Magi! Excel in everything and not be contented on what one has learned in the past. Change is everywhere, it is just a reaction to equip myself with knowledge and be ready with the challenges that go with the changing world.
+#ConvinceLikeSteveJobs
OLD WAY:
I thought before that having an MD is all I need and I felt that I have conquered the world. I have not for a while thought to be a student again.
Too content before that I have equipped myself with everything through time.
I was a confident speaker, to my trainees, to my audience during Pharma company’s RTDs.
MARKETING CONCEPT:
Convince like Steve Jobs
+
APPLICATION:
Convince like Steve Jobs
The video on how Steve Jobs delivered his speech taught me a lot of things.
Research Innovate
Present the Outline, Simplify
Introduce and Excite!
My presentations have never been better.
All of these I learned … in MarkMa…. In AGSB!
#ConvinceLikeSteveJobs
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