WIMBLEDON Finals Marketing Plan for vCOACH Bong
The 10 Step Marketing Plan
Sittie Fayha T. Solaiman, RPhAteneo School of Medicine and
Public Health
10 Step Marketing Plan for Sittie Fayha T. Solaiman, MD, MBA,
RPhSittie Fayha T. SolaimanAugust 20152
DisclaimerThis 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungrias 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.
Steps 1 to 5With you all the wayDoc Fays PTM are cancer patients
in need of radiotherapyWhos hoping that one day theyll be
cancer-freeCan choose not to have radiotherapy doneGap is the
limited number of Radiation Oncologist practicing in the
country.There are approximately 100,000 new cancer cases per year.
Only 5 institutions provide residency programs for Radiation
Oncologists.
Steps 6 to 10With you all the wayDoc Fay is a Radiation
Oncologist providing radiotherapy with utmost care and compassionIs
priced with minimal profit and is in partnership with NGOs and
private diagnostic centersAppears in medical missions sponsored by
NGOs, cultural groups and medical collegesCaters nationwide,
focusing on NCR and ARMMDifferentiation is the way to go.
1. Doc Fays PTM are cancer patients in need of radiotherapyNo
specific age group, social class A, B, C and DCaters to all cancer
patients indicated for radiotherapyGo through cycles of
radiotherapy either for definitive treatment or adjuvant
therapy
2. PTM needs to be optimized for survivalReference: Maslows
Hierarchy of Needs Marketing Management, 11th ed, Philip
KotlerDemands to be in a healthy stateWants to feel taken
caredNeeds to regain function and ability to do activities of daily
living (ADL)
2. PTMs needs, wants & demands Cancer patients desperately
need to undergo therapeutic aids that will help them get rid of the
cancer cells and be in a healthy state.
Cancer patients want doctors who will take care of them as
compassionate as possible considering the emotional effects they
are dealing with. At this point, theyd want to get services from a
person who is empathizing with them.
Cancer patients demand for services that will accurately target
cancer cells that will lead to measureable signs of improvement
such as decrease in tumor size, decrease in number of metastases or
decrease in number of tumor markers.
3. Therapeutic treatment for cancer can be managed by different
medical practitionersDirect: Oncologists, Radiologists, Indirect:
Internists, Endocrinologists, SurgeonsVariables: consultation fee,
expertise, facilities, availability of equipment, effectiveness of
chosen modality, side effects of recommended modality, time frame
of chosen treatment plan
Benefit positioning vs. Field of Practice for Radiotherapeutic
Cancer ManagementFunctionalBenefitRadiation
OncologistOncologistRadiologistInternistEndocrinologistSurgeonsPalliative
MedicineExpertise in OncologyxxExpertise in RadiologyxxGeneral
KnowledgexxxxxxxAvailability of EquipmentxxFacilitiesxxxxxxX
4. Doc Fay provides a unique patient-centered approach to cancer
patientsDoc Fay will be the only Radiation Oncologist who:-
personally conduct interviews whenever a patient comes over for a
cycle of radiotherapy- regularly collects updates during the
intervals of radiotherapy- has a network with different hospitals
and diagnostic centers for easy accessibility- provide print outs
after every cycle
4. Doc Fay provides a unique patient-centered approach to cancer
patientsOftentimes, cancer patients are left with no choice on how
to go about their treatment plans. Traditional practitioners would
simply provide a timetable of procedures which they have to follow.
Usually, aside from the cure being cured, all they want is a simple
assurance that theres a doctor wholl be with them in the whole
process.
4. Doc Fay provides a unique patient-centered approach to cancer
patientsDoc Fay will be a Radiation Oncologist who will actively
participate in her patients treatment plan, as part of the
multi-disciplinary team. She wont just focus on decreasing the
tumor size but rather, her main goal would be to instill hope that
theres cure and the patients condition is improving, even just
minimally.
5. Radiotherapy practice in the PhilippinesThere are only 5
institutions offering straight residency programs for
Radiation-OncologyOnly 1-2 applicants are accepted per institution
per year31 hospitals provide radiotherapy facilities around the
PhilippinesThe Philippine governments Private Public Partnership
has allotted approximately $129 million for modernization of public
hospitals in 2013 which include capital-intensive linear
accelerators for the cancer centers, dialysis machines, and
radiotherapy equipment
5. Demand for Radiation Oncologist in the PhilippinesFor
developing countries the International Atomic Energy Agency (IAEA)
recommends training Radiation/Clinical Oncologists who can
prescribe both radiation and chemotherapy for the common solid
cancers, instead of separate medical and radiation oncologists.The
number of specialists needed is based upon the number of cancer
patients but each city, in order to ensure coverage if one person
leaves or goes on vacation, must have at least 2 surgical
oncologists, 2 radiation/clinical oncologists, 2 hematologist
oncologists, etc.
5. Incidence of cancer in the PhilippinesApproximately 100,000
new cancer cases every yearApproximately 60,000 cancer patients die
every yearThe 5 most common cancers in the Philippines are breast,
lung, gynecologic, head and neck, and colorectal; all of which can
usually be aided by radiotherapy
5. Demand for Radiation Oncologist in the PhilippinesNumber of
Oncologists needed for Philippiness 2 most populous cities based on
2010 population estimates (http://citypopulation.de/) and 2012
GLOBOCAN data for new cancer cases.
5. Sittie Fayha T. Solaiman, MD, MBA, RPh
Licensed Physician Licensed Pharmacist Masters in Business
Administration Consistent achiever throughout her academic life
Held several positions in academic and extra-curricular
organizations Participated in numerous seminars and conventions In
partnership with several NGOs and socio-cultural groupsAffiliated
with several hospitals and diagnostic centers across the country5.
Sittie Fayha T. Solaiman, MD, MBA, RPh
Known to have good relationships with her patients Constantly
checks up on her patients during cycle intervals Conducts regular
medical missions across the country Allows digital consultations
through her network of hospitals and private diagnostic centers5.
Sittie Fayha T. Solaiman, MD, MBA, RPh
7. The price is right.Affordable medical services are preferred
to cater to more patients than highly priced services for limited
number of patients to achieve greater market share
8. Doc Fay banks on patient experienceMassPersonalSales
promotionAdvertisingPublic relationsEvents and experiencesDirect
marketingInteractive marketingPersonal sellingWord of mouth123
8. How she does it
8. How they do itOn print and on billboards
But Doc Fay believes that her patients can speak on her
behalf
9. You can see her at
10. She does it in a unique way!Through the personalized
approach, Doc Fay differentiates herself from the other Radiation
Oncologists as she ensures to manage customer expectations very
well. She does this by dealing with the patient as a person, and
not just as a disease.
SUMMARY27
Steps 1 to 5With you all the wayDoc Fays PTM are cancer patients
in need of radiotherapyWhos hoping that one day theyll be
cancer-freeCan choose not to have radiotherapy doneGap is the
limited number of Radiation Oncologist practicing in the
country.There are approximately 100,000 new cancer cases per year.
Only 5 institutions provide residency programs for Radiation
Oncologists.
Steps 6 to 10With you all the wayDoc Fay is a Radiation
Oncologist providing radiotherapy with utmost care and compassionIs
priced with minimal profit and is in partnership with NGOs and
private diagnostic centersAppears in medical missions sponsored by
NGOs, cultural groups and medical collegesCaters nationwide,
focusing on NCR and ARMMDifferentiation is the way to go
