Innovative, Inspiring, Individualized Learning Approach for Doctors and Medical Professionals attending the MBA in health and MD MBA programs at the Ateneo Graduate School of Business

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Prof. Remigio Joseph De Ungria
4i Learning Approach
For Doctors and Medical
Professionals

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The 4i Marketing Solution for
Doctors & Medical Pros !
a. Isolate & integrate key marketing
concepts
b. Innovative action oriented
templates
c. Insight and data generating
d. Individually relevant & inspirational

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4i process involves 4 areas
CONCEPTS
Isolate KEY
Ideas
RP
MEDICAL
APPLICATIONS
Apply!!!
LOCAL
EXAMPLES
Think!
KOTLER
EXAMPLES
Its There.
Why reinvent?

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4i answers-
What’s in it for me, myself, I?
CONCEPTS
LOCAL
EXAMPLES
KOTLER
EXAMPLES
RP
MEDICAL
APPLICATIONS

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4i = Isolate, Innovate Inspire,
Individualize
Focus on the intersection of the 4i’s as this
is what is essential to the doctor
CONCEPTS
LOCAL
EXAMPLES
KOTLER
EXAMPLES
RP
MEDICAL
APPLICATIONS

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DEFINING MARKETING for the
21st CENTURY
Adjust or Perish…
Chapter 1…
The 4i
Approach
In
Action

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What can be marketed?
Everything!!!
• Goods
• Services
• Experiences & Events
• Persons
• Places
• Properties
• Organizations
• Information & Ideas

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Concept 2
Services are marketed (p.46)
Kotler: Airlines, Barbershop
Local: Smart prepaid load, BPI ATM
RP medical application:
Patient consulting a doctor
ECG

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Concept 4
Persons are marketed (p.46)
Kotler: Artists, Physicians
Local: Mar Roxas, Jojo Binay
RP medical application:
Dr. Vicki Belo, Dr. Alfredo Bengzon,
Dr. Hayden Kho

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Concept 10
Ideas are marketed (p.46)
Kotler: Revlon & hope, drunk drivers
Local: _____________, ____________
RP medical applications:
• _____________________________
• _____________________________
• _____________________________

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For your assigned chapter
1. Choose Top 10 to 20 Concepts
2. Identify Kotler example for the concept
3. Find Local and Medical Examples
4. Create Powerpoint report using this
template
5. Upload on slideshare
6. Post the slideshare url or link as a
comment on class page
7. Discuss with your group on Session 2
Individual Student Assignment

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1. Discuss each individual chapter
assignment
2. Take a group action photo during Session
2 and post as a comment
3. Choose the best concepts to include in a
30 minute group report
4. Upload the consolidated group report on
slideshare before end of Session 2
5. Post the slideshare link or url as a
comment on class page before Session 2
ends
6. Be prepared to report on Session 3
Group Assignment on Session 2

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Prof. Remigio Joseph De Ungria
4i Learning Approach
For Doctors and Medical
Professionals

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The following slides show the
following:
1st Cover Page
Outline
Sample Body
Summary
Closing Cover Page

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# LOVE
# REMEMBER
MARKETING
MODEL
(A Visual, Interactive Technique
To Master Marketing 101)
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business
Ateneo School of Medicine and Public Health
21st Century
Edition

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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!

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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!

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1. Why Models?
Models, paradigms, systems
– Directions - Traffic
Provides order, reference points
– for quick VALID decisions
– common USEFUL understanding
– BUT, know limitations

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1. Goods
2. Services
3. Experiences & Events
4. Persons
5. Places
6. Properties
7. Organizations
8. Information & Ideas
21st Century Same Concept 5:
Everything is marketed !

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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!

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# LOVE
# REMEMBER
MARKETING
MODEL
(A Visual, Interactive Technique
To Master Marketing 101)
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business
Ateneo School of Medicine and Public Health
21st Century
Edition