+ 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