1. Marketing Plan for “Happy Kidneys and YOU” “Bringing you the quality of life you long for…” Monica Kristine Reyes

2. 1. Target Market: Dialysis Patients Class A and B 2. Patients who need more than treatment alone 3. May want to experience treatment WITH family members- minus the feeling of “being sick in the hospital” 4. Ideal to position in an area like Greenhills (proximal to Class A and B villages in San Juan) 5. Population of San Juan(2007) - Total 125,558 30-40% Class A and B; statistics of dialysis patients (no data from NSO) 5 stepsPTM and Positioning

3. Niche market approach Internet marketing and different media (TV, ads) Benchmarked against The Medical City or St. Luke’s Medical Hospital (some of the leading hospitals in the country- included in Medical Tourism) Can avail of packages with different rates Offers services to family members as well 5 stepsMarketing Mix & Strategy

4. Positioning to the Primary Target Market

5. 1. Target Market Class A and B Dialysis patients Need for comfort

6. 2. How is it different from the rest? Offers dialysis treatment Offers recreation and relaxing services- spa, salon treatments, massage, etc.

7. 3. Patient and Family Filipinos are FAMILY-LOVING people. It’s not only patient-on-center stage but also patient and family on center stage!

8. 4. Positioning: tabs are Class A and B villages

9. 5.San Juan Population(2007) - Total 125,558 TMC data: majority come from San Juan area (Census of those who avail services)

10. 6. Niche Market Approach Offering Classy services to the A and B markets

11. 7. Media TV Advertisements Celebrities who have undergone dialysis Offer opening discounts Internet: reservations, information, feedback, suggestions, etc.

12. 8. Benchmarking TMC St. Luke’s Top private hospitals with most of the market share

13. 9. Packages Packages: (assumption- family included) A: Salon, Spa, Massage B: Gourmet Food with desserts, Entertainment C: Recreational D: Mix and Create own (with additional charge)

14. 10. family

15. Summary

16. 1. Target Market: Dialysis Patients Class A and B 2. Patients who need more than treatment alone 3. May want to experience treatment WITH family members- minus the feeling of “being sick in the hospital” 4. Ideal to position in an area like Greenhills (proximal to Class A and B villages in San Juan) 5. Population of San Juan(2007) - Total 125,558 30-40% Class A and B; statistics of dialysis patients (no data from NSO) 5 stepsPTM and Positioning

17. Niche market approach Internet marketing and different media (TV, ads) Benchmarked against The Medical City or St. Luke’s Medical Hospital (some of the leading hospitals in the country- included in Medical Tourism) Can avail of packages with different rates Offers services to family members as well 5 stepsMarketing Mix & Strategy

18. Marketing Plan for “Happy Kidneys and YOU” “Bringing you the quality of life you long for…” Monica Kristine Reyes