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1. 1. Lung Center of the Philippines Marketing Plan: V88 Group 2 Affordable and Excellent Services for Filipinos with Lung Cancer

2. 2. V88 Group 2 Members Charisse Alvarez, MD https://www.linkedin.com/in/charisse-alvarez/ Karen Lorenzo, MD https://www.linkedin.com/in/karen-lorenzo-md Daryl Requiso, MD https://www.linkedin.com/in/darrequiso/ Edmund Villaroman, MD https://www.linkedin.com/in/edmund-villaroman-md/

3. 3. Outline I. Juan's Profile II. Juan's Problem III.Present Solution IV. Unique Selling Proposition V. Positioning VI. Market Size VII.Marketing 4Ps VIII.Winning Strategy

4. 4. Juan has Lung Cancer * 40 to 60 years old * Male * Filipino * Heavy smoker * Skilled worker * Poor to Upper Middle Class I. Juan's Profile

5. 5. Juan thinks of his treatment options  To continue providing for his family  To live longer and enjoy quality of life  Challenges:  Expensive Treatment  Specialty Care not readily available II. Juan's Problem

6. 6. Juan's Options  Surgical treatment: Early stages of Lung Cancer  Chemotherapy & Radiotherapy : Advanced Stages of Lung Cancer  Hospice and Palliative care: End of Life Care  Do nothing III. Juan's Present Choices

7. 7. LCP provides Excellent, Compassionate and Affordable Lung Cancer Care for Filipinos IV. Unique Selling Proposition

8. 8. LCP provides affordable and quality Lung Care V. Positioning Points of Parity Competent Staff Advance Technology Accessibility

9. 9. LCP provides affordable and quality Lung Care V. Positioning Points of Difference Specialized Lung Care Complete Services for Lung Cancer Patients Affordable

10. 10. 246 Billion Pesos per Year * 2010 Data of NSO (Male, Age 40-59 years old) - 8,576,283 * 94% Consists of Poor to Middle Middle Class * 34% are Smokers * 18% Lung Cancer Prevalence * Primary Target Market: 493,376 patients * Estimated Out of Pocket Expenditure is 348k pesos per year per patient * Constitutes 70% of the Health Expenditure for Lung Cancer VI. Market Size

11. 11. Lung Cancer Treatment stands out in LCP * Excellent * Compassionate *Affordable VII. Marketing 4Ps - Product

12. 12. Smoking Cessation Program VII. Marketing 4Ps - Product * Aims to decrease risk of having lung cancer & smoking-related diseases * 24-hour Hotline (Quitline) for free counselling & health promotion

13. 13. Healthy Lungs Program VII. Marketing 4Ps - Product * Promotes lung health and empowering local healthcare workers * Screens COPD, TB for at- risk individuals by providing free chest X- rays, lung function testing & low dose CT scan

14. 14. Lung Cancer Registry VII. Marketing 4Ps - Product * Lung Cancer epidemiologic Data * Used by clinicians, researchers and policy makers * Improves quality of care of Lung Cancer Patients

15. 15. SELCaDT VII. Marketing 4Ps - Product * Screening for Early Lung Cancer Detection and Treatment * Low dose chest CT Scan to screen for early lung cancer in high risk individuals * Aims to diagnose lung cancer at an early stage to improve outcomes

16. 16. Minimally Invasive Lung Surgery VII. Marketing 4Ps - Product  Small incision, video assisted Lung cancer surgery  For Early Stages of Lung Cancer  Less pain, faster recovery, shorter hospital stay, better outcomes

17. 17. Minimally Invasive Lung Surgery VII. Marketing 4Ps - Product  Center of Excellence  Pioneer in the Philippines  Highest volume of cases  International standards  Affordable.

18. 18. Surgical Pathology VII. Marketing 4Ps - Product  Competent Surgical Pathology Staff  Diagnosis of Lung Cancer through:  Cytopathology  Frozen section  Histopathology  Immunohistochemistry

19. 19. Medical Oncology VII. Marketing 4Ps - Product  In-patient & out-patient facilities  Ambulatory Medical Oncology Unit (AMOU): out-patient facility providing quality cancer care treatment  Compounding and infusing of chemo drugs  Capable of managing medical emergencies related to cancer treatment

20. 20. Radiation Oncology VII. Marketing 4Ps - Product  Highly trained Radiation Oncologist, Medical Physicists, and specialty nurses  State of Art equipment to deliver precise radiation therapy guided by three- dimensional imaging

21. 21. Hospice and Palliative Care VII. Marketing 4Ps - Product  Medically directed "end of life" care for terminally ill or terminally injured patients  Loving and compassionate care given to patients by highly professional and spiritually oriented workers  Primary Goal: To provide quality supportive hospice and palliative care program for both adult and pediatric patients of the LCP

22. 22. Hospice and Palliative Care VII. Marketing 4Ps - Product  Out-Patient Consultation Services  In-Patient Services/Palliative Care Unit  Home Care

23. 23. Hospice and Palliative Care VII. Marketing 4Ps - Product  Unique service: Preemptive Crisis Management  Gives the patient 24-hour access to providers  Immediate access to hospital services

24. 24. LCP Targets Patients All over the Philippines VII. Marketing 4Ps - Place  Lung care center Service Delivery Network (SDN)  LCP is the sole national center for chest & lung diseases  16 Regional Apex hospitals refer complex cases to LCP

25. 25. Pricing Objective: Cost Leadership * Low, affordable pricing * Increased market share * Assumption: Demand is elastic VII. Marketing 4Ps - Price

26. 26. LCP aims to have competitive Price for VATS VII. Marketing 4Ps - Price Company Estimated Price of lung cancer surgery 500k 500k 1.5 M

27. 27. Adopting Value Pricing Method * Low, affordable pricing * Excellent Quality VII. Marketing 4Ps - Price

28. 28. Patient Engagement Through Support Groups * Engagement of patients through formation of Support Group * Funding of patient-initiated activities VII. Marketing 4Ps - Promotion

29. 29. LCP will actively engage in Social Media * Engaging communities through Facebook and YouTube * Post content such success stories of patients (With permission) * Active engagement may promote spread by word of mouth VII. Marketing 4Ps - Promotion

30. 30. LCP will improve its Website * Emphasis on user-to-user communication * Customized content per user * Opportunity to transform query into appointments VII. Marketing 4Ps - Promotion

31. 31. Launching a Website for VATS * Microsite dedicated for VATS services * Supplements the main website * Provides information about VATS * Opportunity to book appointments VII. Marketing 4Ps - Promotion

32. 32. The Best Cancer Care is in LCP VIII. Winning Strategy LCP Excellent Compassionate Affordable

33. 33. Summary I. Juan's Profile II. Juan's Problem III.Present Solution IV. Unique Selling Proposition V. Positioning VI. Market Size VII.Marketing 4Ps VIII.Winning Strategy

34. 34. Lung Center of the Philippines Marketing Plan: V88 Group 2 Affordable and Excellent Services for Filipinos with Lung Cancer

A pleasant Day to Everyone

We are V88 Group 2, and we are here to present our marketing Plan Entitled

Lung Center of the Philippines Marketing Plan:

Affordable and Excellent Services for Filipinos with Lung Cancer

Our group consists of Dr. Charise Alvarez, Dr. Karen Lorenzo. Dr. Daryl Requiso. And Dr. Edmund Villaroman

Please connect with us through LinkedIn for inquiries about our presentation

Juan is a lung cancer patient. His age ranges from 40-60 years old. He is a male, Filipino, skilled worker who smokes a lot. He is from the poor to upper middle class.

With all his questions and problems in mind, he weighs his options.

He could avail the treatment for his sickness depending on what stage of cancer.

For early stages of his disease, he can receive surgical treatment and chemotherapy for late stages of cancer.

He also thought of doing nothing and letting his disease go through its course. However, he opted to searched for various institutions in his area for therapeutic options. Lung Center comes first in mind while Philippine General Hospital Center and SLMMC were also options.

Given Juan's challenges and the present solutions available, Lung Center of the Philippines hopes to provide a unique service for the Filipino Lung Cancer patient.

Here at LCP, we hope to provide Excellent, Compassionate and Affordable Lung Cancer Care for Filipinos

LCP stands out with our points of difference, as exemplified by 1. specialized lung care 2. completeness of service for lung cancer patients and most importantly affordability of treatment.

The potential market size was estimated to be 172 Billion Pesos per Year. This was calculated using demographic and income data from NSO, estimates of smoking prevalence and lung cancer prevalence.

The calculated estimated market size is 493,376 patients. One study estimated that the average yearly out of pocket expenditure of a Cancer patient in the Philippines is 348 thousand pesos, which constitutes 70% of the health expenditure. Also, estimated expenditure from HMOs and government agency was also factored in, which comprises 30% of the health expenditure. This value was used to estimate the market size in terms of pesos

As of 2020, LCP has registered 1000 lung cancer patients,

Now, let us focus on our proposed Marketing 4P's starting with our product line up

LCP offers comprehensive medical, surgical and rehabilitation services. Cutting edge equipment and instruments and highly trained professionals, excellent and compassionate service mean faster and more accurate diagnoses, better treatment and outcome and better quality of life...All of these come at very affordable prices

Slide: Smoking Cessation Program

-To name a few of the LCP's Programs for Lung Cancer...One is the Smoking Cessation Program that aims to provide support for a smoker in order to improve their ability to become nicotine-free.
An ounce of prevention is worth a pound of cure. LCP aims not only to treat lung cancer but help prevent it. 7/10 smokers want to quit but only 1/10 quit successfully. The smoking cessation program aims for smokers to quit to decreased the incidence smoking related diseases including lung cancer. It provides free counselling through a 24-hour hotline and SMS services.
-It generates awareness of and promote early prevention of respiratory and other related diseases through counselling, interview and treatment of smokers
Furthermore, it aims to conduct smoking cessation advocacy not only in the hospital's premises but in other hospitals as well by effective networking

Slide: Lung Cancer Registry
-The Lung Cancer Registry provides reinforcement to the armamentarium of clinicians, researchers and policy makers
-epidemiologic data provides quality of care for all stakeholders as it also provides an invaluable tool for further research in lung cancer

Slide: Screening for Early Lung Cancer Detection and Treatment Program (SELCaDT)
-The Screening for Early Lung Cancer Detection and Treatment Program is one of the standout programs of LCP that aims to identify lung cancer in high-risk patients at an early stage to improve clinical outcomes using a low dose CT Scan in its 1st phase
-It's 2nd phase enables to catch subjects at risk of developing lung cancer in the early stage of the disease as well as their subsequent treatment such as the next program which is...

Slide: Minimally Invasive Lung Surgery
-The Minimally Invasive Lung Surgery which is a thoracic surgery performed through small incisions and can be carried out through Video-Assisted Thoracoscopic Surgery or VATS
-patients who undergo such procedure experience less pain, faster recovery and shorter hospital stay

It's Unique Selling Proposition is: LCP is a center of excellence, a pioneer in the Philippines and it has the most experience and has the highest number of cases in the country with outcomes that are at par with international standards. In addition, they have world-class thoracic surgeons. All of these at an affordable price.

Lung Center prides itself with excellent surgical pathology services. This service is crucial in the diagnostic work-up of Lung Cancer, and LCP is proficient through various techniques such as cytopathology, Frozen section, histopathology, and immunohistochemistry.

-Part of the LCP's comprehensive service is the Ambulatory Medical Oncology Unit (AMOU) which is an out-patient facility that offers quality medical and nursing cancer care treatment among stable adult patients with lung cancer
-it has an encompassing service from compounding to infusing chemotherapy drugs to conducting lay fora for patients and caregivers
-the unit is equipped and has highly-trained personnel

Another service that deserves to be mentioned is their Radiation Oncology Unit which features highly-trained personnel and state-of-the-art linear accelerator machine to deliver precise radiation therapy guided by 3-dimensional imaging

-LCP also boosts of compassionate care as we showcase their Hospice and Palliative Care Unit which is a medically directed "end of life" care for terminally ill and terminally injured patients
-It is a "model quality", loving and compassionate care given to patients by highly professional and spiritually-oriented workers
-Its primary goal is to provide quality supportive hospice and palliative care program for both adult and pediatric patients through the following avenues:

1. Through its Out-Patient Consultation Services that offers pain management,
nursing care to spiritual and pastoral care, disclosure to grief and
bereavement support and counselling
2. On the other hand, the In-Patient Services/Palliative Care Unit offers a full
range of services also in the out-patient service, home care and discharge
planning and would you believe... even for respite care
3. Lastly, the Home Care program which offers a full range of
services for the out and in-patients as well as minor procedures
-

Additional service unique to the hospital is the Preemptive Crisis Management which gives the patient and their family 24-hour access to providers and immediate access to hospital or acute care and palliative care unit

We now move on to the next P - Place

Lung center aims to target Lung Cancer Patients all over the Philippines

To facilitate this, a Lung cancer referral network was established wherein LCP coordinates with various regional hospitals. This allows LCP to extend its area coverage.

All advance cases from the regional hospitals will be referred to the Apex Referral Center which is LCP

Our affordable prices is exemplified with our pricings for the VATS surgery, wherein it is comparable with the price of PGH

Given the objectives, and consideration of the prices of the competitors, LCP adopts a value pricing method, wherein we maintain a low, affordable price for excellent quality of services. Through this, we aim to win over customer Loyalty

Lastly, we will discuss Promotion

One way to promote the services of is thru word of mouth of patients. This could be facilitated through formation of support groups. Activate engagement is promoted through funding of several patient-initiated activities. Through this, LCP aims to its patients to promote LCP through word of mouth.

Social media is a crucial avenue for marketing in this day and age

The potential of social media must be tapped by active engagement of patients online. This could be done through sharing photos and success stories of patients. Also, social media is a potent tool for promoting by word of mouth.

Website, like social media, is important to promote the services of LCP

Plans for improving the website include emphasizing user to user communication, customized content per use, and opportunities to transform queries to appointments

In relation to the main website, a micro website is planned to exclusively promote VATS

This aims to supplement the main website. The same planned features will also be present, including the opportunity to book appointments.

Given all these marketing plans, Lung Center of the Philippines winning strategy is to to provide the Best Cancer Care, which is best described as EXCELLENT, COMPASSIONATE, and AFFORDABLE

Once again, we are V88 Group 2 presenting the Lung Center of the Philippines Marketing: Affordable and Excellent Services for Filipinos with Lung Cancer

Thank you!

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Read more 1. Lung Center of the Philippines Marketing Plan: V88 Group 2 Affordable and Excellent Services for Filipinos with Lung Cancer 2. V88 Group 2 Members Charisse Alvarez, MD https://www.linkedin.com/in/charisse-alvarez/ Karen Lorenzo, MD https://www.linkedin.com/in/karen-lorenzo-md Daryl Requiso, MD https://www.linkedin.com/in/darrequiso/ Edmund Villaroman, MD https://www.linkedin.com/in/edmund-villaroman-md/ 3. Outline I. Juan's Profile II.

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