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10 STEP Marketing Plan for Mariano Marcos Memorial Hospital & Medical Center Medical Tourism Services

James Victor K. Otayza, MDJune 17, 2010

5 Steps for Part 1 (PTM and Positioning)

1. Tourist population of the Phils. 2. Quick, cheap, reliable services3. Can choose St. Lukes, Makati Med.,

Malaysia, Hong Kong, India, etc.4. Many skilled MDs but lacking

facilities5. Market size is global (tourists)

5 Steps for Part 2(Marketing Mix & Strategy)

6. Medical tourism packages

7. Competitive prices8. Uses radio, print ads,

word of mouth9. Worldwide distribution10. Niche approach

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Positioning to the Primary Target Market

Part 1:Steps 1 to 5

1.My primary target market (PTM) is..

Mainly Chinese & Korean tourists Usually businessmen, corporate

clients of nearby resorts, airlines flying Manila-Laoag route

Spas, cosmetic surgeries, weight loss programs, elective surgeries

I want to look good

I want to be healthy

2. My PTM’s NWE

Tourists want:To be pampered, look and feel better, (self-esteem)To be healthy (physiological)

Tourists will choose MMMH Services over others due to the friendly and skilled services, and the accessibility to numerous tourist destinations and int’l airport

Tourists expect quality service, accomodations, transportation, local tours

3a. Competition

Local -St. Luke’s, NKTI, World Citi, Metropolitan Med. Ctr., private cosmetic clinics

Variables: Ambience, packages & services offered

MMMH’s unique positioning is shown in this competitive map

MMMH is strategically located, has tour packages, and a “vacation” feeling conducive

for rest and recuperation.

World Citi MMMH Makati Med Metropolitan St. Luke’s

Quality service

Skilled staff

Ambience

Near business districts

Tour packages

Located near tourist spots

4. MMMH positions strongly in a niche market opportunity

MMMH is the only Medical Tourism Center that gives quality services for a reasonable

price that is located near an int’l airport and world

class tourist destinations That includes tours, accomodations, and

transportation That makes clients feel more like vacationers No other MTC is similarly located or offers such

packages.

5b. Based on estimated local data, MMMH share is 5%, total market size is 1billion

1. Est. Philippine data: MMMH sales is P50 million

2. MMMH claims market share of 5%

3. Then total local MTC market size is P1 billion/0.05 = P 50 million

5c. Local consumer data estimates is around 1 billion

Availment of MTC services:Around 10000 tourists a year avail of

MTC services, (833/month) spending an average of Php100,000 per person

10000 x 100,000 =1 billion

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The Marketing Mix Strategy

Part 2:Steps 6 to 10

6b. Product Description

Founded in 1968 MMMH & MC is a 200 bed

tertiary/teaching MC under the DOH DOH designated Eye & Cancer Center

for Northwestern Luzon

St. Luke’s

World Citi

Makati Med

Manila Doctors

6a. Medical Tourism category is currently dominated by 4 medical centers

7. Price- MMMH is 15% lower than competitors

Example:Competitor Spa: P400MMMH Spa: P380

MMMH has lower prices than competitors

8a. Promo

8b. Competitor promo

Okay, but where’s the tourism?

9. Place

Where is MMMH located? Batac, Ilocos Norte 10mins away from the nearest world

class beach 25mins away from Laoag Int’l Airport 30min away from Fort Ilocandia 2hrs away from Pagudpud

10. What is the generic winning strategy?

Competitive prices Personalized and quality service Strategic location Niche

10. MMMH is a niche pioneer

The main strategy of MMMH is to dominate the niche market of 25 to 50 year olds who want to enhance their health, image, and self esteem

MMMH benefits from its proximity to various world-class tourist destinations