The document outlines a 10 step marketing plan for the psychiatry department at The Medical City hospital. It aims to target an upper segment of society seeking luxury psychiatric services. While most facilities offer basic services, the plan positions TMC Psychiatry to offer comfort, confidentiality, and luxury. It will differentiate itself by providing not just medical treatment but a caring environment conducive to healing. The department currently serves as a niche provider for posh patients willing to pay a premium for extraordinary care and amenities.

1. Christina C. Cabrera
November 30, 2010
10 Step Marketing Plan for
The Medical City:
PSYCHIATRY DEPARTMENT
ASM+PH
Psychiatry Department

2. 5 Steps for Part 1
 TMC Psychiatry Department PTM are “posh”
 Who want both comfort, confidentiality, and luxury
 Can choose to go to Psychiatry departments of other
private hospitals in the City, Psychiatric facilities like
MetroPsych, or independently run camps in the nearby
provinces.
 Gap lies in the fact that most Psychiatric facilities deliver
basic services which would include pahrmacotherapuetics
and a plain facility that can house patients.
 Market size is not very well researched, given the nature of
Psychiatry and the state of research in the country. TMC
Psychiatry’s niche would comprise the upper segment of
society in need of psychiatric services.

3. 5 Steps for Part 2: Marketing Mix and Strategy
 Product: - Psychiatry Department: A psychiatric
facility offering OPD services, in house wards,
and floor service.
 Price: one of the most expansive facilities in the
country
 Promo: Used the general promotions of the The
Medical City (print ad)
 Place: Services limited to patients willing to go to
the hospital
 Generic Winning Strategy: Uses a niche
approach to win

4. Positioning to the Primary Target Market
Part 1: Steps 1 to 5

5. Step 1- TMC Psychiatry Department PTM are “posh”
 Demographics (age 13 or older, M/F, Social Class
A, Single/Married)
 They can be students, employees,
businessmen—basically they are people who are
willing to spend money to ensure that they have a
healthy mind and have a little bit of hospital luxury
 Behavior – They are the ones who visit
psychiatrist in The Medical City MATI, in an
outpatient basis when they have psychiatric
concerns

6. Step 2- PTM’s Needs, Wants and Demands
 PTM – “posh”
 Who want comfort confidentiality
 Furthermore, they choose TMC Psych
Department because want luxury, and they want
to feel like they they are not away from home
 A luxurious place where they can be properly cared
for
 A medical environment that is warm and caring,
where everyone knows your name
 Therefore, it will not only offer you a safe facility to
stay in, but a caring environment where you can
heal your mind.

7. Influencing Buyer/Patient Behavior
 Psychiatric patients have needs that go beyond
physiological and safely needs, they also need to
feel like they are part of a medical team
 Patient as partners
 They choose TMC Psychiatry over others
because of credibility, accessibility, quality of
services, and caring environment
 They expect clean, comfortable and luxurious
boarding, quality health services and an
environment that is warm and conducive to
healing

8. Patients’ needs go beyond
basic physiological and
safety needs. They want
to feel like they are
partners.

9. Step 3- Competition and Competitive Position Map
 Direct: Makati Medical Center Psychiatry
Department, St. Luke’s Psychiatry Department,
Asian Hospital Pychiatry Department, Metropsych
Facility
 Support camps that are held in the nearby
provinces (like Batangas), Counselors,
Rehabilitation Centers
 Variables: Age, Price, Convenience, Availability,
Brand

10. Position map (price vs. age)
TMC – Psychiatry Department is big on the 25 – 49
yrs, high priced sercvice
Price/ Age
Matrix
0-13 yrs 13 - 24 25 - 49 50 yrs up
High Price
Low Price
TMC - PD
TMC - PD
TMC - PD
TMC - PD
Metrops
ych
StLuke’s
Makati Med

11. Positioning vs Brand Matrix
TMC Psych Makati Med St. Luke’s MetroPsych
Basic Services
Security,
Confidentiality
Good Food
Luxurious
boarding
Quality ancillary
medical service

12. Step 4- What is the gap, the opportunity and how will you
position (based on the gap in the competitive positioning
map)
 The marketing opportunity lies in the need for a
psychiatric facility that offers not only quality
medical services but it also goes beyond basic
psychiatric set-up
 There is need for a facility that could offer security
and comfort, where patients are partners
 Instead of making the psychiatry facility appear
daunting, The Medical City Psychiatry
Department offers an environment conducive to
healing of the mind.
 Others focus on basic psychiatric services and
does not offer a homey environment

13. Step 5- Market Size: the 3 C perspectives
 Customer
 There are a number of psychiatrist in MATI, and
majority of their patients prefer the Medical City
Psychiatry facility
 Company
 Has 21 beds
 Always running on full capacity
 Competition
 Private Facilities like MetroPsych have bigger bed
capacity

14. Step 6- Product: What is the product. How many variants
does it have. How does it look in the shelf vs. competitors
 Insert picture
 Medical City Psychiatry Department is located on
the LG floor of Medical City
 Double doors
 21 bed capacity
 Comfortable beds
 Fully Air-conditioned
 Specialized Staff (watcher)

15. Step 7- Promo
 Promoted through direct marketing
 Referral from MATI physicians
 Word of mouth

16. Step 8- Price: How is the product priced vs. competition. If
the product has several variants and sizes, how is it
generally priced (premium, parity or discount)
 Price of services is higher compared to most
competitors
 Consultation would start at PhP 2000
 Ward rate would be ~ 2, 500
 List of different services are priced differently
depending on where the patient is (ward, floors,
OPD)
 A premium is placed on higher room rates

17. Step 9- Place- Where is the product distributed?
How does it reach the customers?
 The MedCity Psychiatry Department offers its
services through wards, floors and outpatient
 Admitted patients could fall under floors or wards
 They offer outpatient services and these sessions
are conducted just outside the facility

18. Step 10- Generic winning strategy
 Niche – There is a need for a facility that offers
quality services with perks like nice and
comfortable interiors, warm staff. This is a place
for those who are willing to pay extra for
extraordinary healing experience and luxury.

20. Summary
 TMC Psychiatry Department PTM are “posh”
 Who want both comfort, confidentiality, and luxury
 Can choose to go to Psychiatry departments of other
private hospitals in the City, Psychiatric facilities like
MetroPsych, or independently run camps in the nearby
provinces.
 Gap lies in the fact that most Psychiatric facilities deliver
basic services which would include pahrmacotherapuetics
and a plain facility that can house patients.
 Market size is not very well researched, given the nature of
Psychiatry and the state of research in the country. TMC
Psychiatry’s niche would comprise the upper segment of
society in need of psychiatric services.

21.  Product: - Psychiatry Department: A psychiatric
facility offering OPD services, in house wards,
and floor service.
 Price: one of the most expansive facilities in the
country
 Promo: Used the general promotions of the The
Medical City (print ad)
 Place: Services limited to patients willing to go to
the hospital
 Generic Winning Strategy: Uses a niche
approach to win

22. Christina C. Cabrera
November 30, 2010
10 Step Marketing Plan for
The Medical City:
PSYCHIATRY DEPARTMENT
ASM+PH
Psychiatry Department