A spec ad for a state of the art outpatient medical facility/day surgery center

2. A. The Brief
1. Context
2. Strategy
B. The Campaigns
1. Positioning
2. Executions

3. Or why hospitals are not as healthy
as you think.

8. When it comes to life & health,
patients can only be patient for so long…

9. It’s time to transform the healthcare
experience.
Day Surgery Center (DSC)
Healthcare facility that delivers medical
care without the need for hospital
admission.

10. 70% of all surgical procedures are now done
in day surgery centers using minimally
invasive surgical techniques.
Advanced healthcare sans the wait & risks
associated with hospital stay.

11. Procedures currently possible with DSCs
cosmetic & facial surgery centers
endoscopy centers
dental surgery centers
ophthalmology practices
laser eye surgery centers
centers for oral & maxillofacial surgery
orthopedic surgery centers
plastic surgery centers
podiatry clinics
multi-specialty surgery centers
A list that can only get longer.

12. Surgeons & patients prefer DSCs for several reasons:
Cost
In many cases, an outpatient procedure done in a DSC costs
between 1/3 & ½ as much as the same procedure done in a
hospital.
Convenience
There is much less paperwork & "red tape" at a day surgery
center compared to the admissions process at most hospitals.
Patients also like the fact that they can “go back to life”
quickly after surgery.
Closeness to family & friends
Patients, children especially, prefer to recover at home
beside loved ones & friends.

13. Greater efficiency
This advantage is particularly important to surgeons. It
takes much less time to prepare an operating room in a
specialized DSC for the next patient than in a standard
hospital. Improved efficiency allows the surgeon to treat
more patients in the same amount of time than he or she
would be able to do in a hospital; some surgeons maintain
that they can do three times the number of procedures in an
DSC as they could in a hospital setting.
Greater control over procedures & standards
Many doctors prefer working in an DSC because they can set
the standards for staffing, safety procedures, postoperative
care , etc., rather than having these things decided for
them by the hospital.

14. The Default Future
Outpatient visits to freestanding centers increased
three-fold from 1996 to 2006.
From 2009 to 2011, DSC procedures grew at a rate of
8.74%.
As technology enables greater autonomy of treatment
from hospitalization, some US agencies are proposing
to shift the default settings of healthcare to DSC.

15. quality at less cost attention to care
precision medicine proactive practice

16. Commander’s Intent
Communicate that Centuria is introducing a
disruptive & sustainable concept in health
care & that it is the place to be for
outpatient medical practitioners.

17. A. The Brief
1. Context
2. Strategy
B. The 3 Proposed Campaigns
1. Positioning
2. Executions

18. I. Strategic Positioning
By amplifying the salient differences
of a day care surgery center from a
hospital, Centuria positions itself
as the unhospital.

19. Centuria
Your first line of defense.
Patients go to hospitals to
treat illnesses, people go to
Centuria to stay healthy.

20. Hospitals should be your last resort.
Defend yourself with Centuria.
Your first line of defense against hospitals.

21. II. Strategic Positioning
By leveraging the technology and
features of outpatient care, CMM
positions itself as a disruptive force
in healthcare, changing people’s
expectations and experiences.

22. Centuria
It’s time we change the
conversation about
healthcare.
Century Properties takes an active role in
promoting excellence in medical practice by
building an essential platform for doctors to take
full ownership and control of their practice, and
in the process introduce improvements in patient
care.
CMM will provide an environment where doctors are
freed from extraneous concerns and thus able to
focus on what matters most in their vocation - the
patient.

26. III. Strategic Positioning
By leveraging the benefits of outpatient
care, CMM positions itself as top of mind for
preventive & elective medical procedures.
This proposition, while addressing patients,
will make doctors realize the attractiveness
of the CMM concept.

27. Centuria
Treat Yourself.
A campaign that empowers people to take
control of their health by celebrating the
powers of the inviduals. This is all about
how preventive health enables a greater
quality of life and heightens our
enjoyment of everyday living.

28. Discover life in high definition.
Treat Yourself.
See your Eye Doctor.
Centuria Medical Makati

29. Keep the power
to dance to your own drum.
Treat Yourself.
See your Phsyiotherapist.
Centuria Medical Makati

30. Lose the ability to look
bad in photographs.
Treat Yourself.
See your Dentist.
Centuria Medical Makati

31. Never remain unnoticed.
Treat Yourself.
See your Dermatologist.
Centuria Medical Makati

32. They’re harder to replace than to keep.
Treat Yourself.
See your Doctor.
Centuria Medical Makati

33. dadaspeaks.com
dadaspeaks@gmail.com