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10 STEPMarketing Plan for Aesthetic-Eyeplastic Practice

Erwin Emeterio L. IslaJune 2010

5 Steps for Part 1(PTM and positioning)

1. Identify your target (PTM)2. What do they need (NWE)3. What are their choices

(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)

5 Steps for Part 1 (PTM and Positioning)

1. Middle and old aged men and women2. Who have mid-face aesthetic needs, such as botox,

blepharoplasty, minimal invasive aesthetic procedure, etc.

3. Can choose non-invasive cosmeceuticals like anti-ageing eye creams, whitening creams, etc.

4. Gap is non-invasive cosmeceuticals promise the same results as surgery/ minimally invasive procedures

5. The market size is still undefined given that the practice of aesthetic eyeplastic is still considered in its pioneer stage in the Philippines

5 Steps for Part 2(Marketing Mix & Strategy)

6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix

5 Steps for Part 2(Marketing Mix & Strategy)

6. Non-invasive and Minimally invasive aesthetic procedures

7. Price is relative8. Uses special packages with

discounts, free consultations and follow-ups

9. Is available in 3 accessible hospital or center

10. Uses differentiation approach to win

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Positioning to the Primary Target Market

Part 1:Steps 1 to 5

1.Minimal invasive surgery’s primary target market (PTM) are middle to old aged men and women who have mid-face aesthetic needs

Demographics (24 to 60 years old, M/F, social class AB, single/ married)

Lifestyle (just starting work, appeal towards the opposite sex, uplift self-esteem at workplace, feel good for oneself)

Behavior (once every 5 - 10 years for surgical procedures, every 6 months for botox and fillers)

I want to be noticed and appreciated

I am complete when I’m confident and I feel good about myself

I feel confident and important when people notice me

2. My PTM’s NWE

Middle and old-aged men and women (which encompass both working men and women and those near-retirement need)

To belong (social), Self-Esteem, Self actualization

Middle and old-aged men and women choose minimal invasive procedures over non-invasive cosmeceuticals because of ….

Immediate and long-term effect, price, success and credibility based on former patients’ testimonials

Middle and old-aged men and women expect this when they undergo minimal invasive procedures

Affirmation and attention from peers, more confidence in the work place/ increased self-esteem, Feel more sexually attractive

3a. Minimal invasive surgery has many formidable competitors

Direct: Non-invasive branded cosmeceuticals like obagi, nu skin, general plastic and cosmetic surgeons

Indirect: Less-expensive creams like garnier, natural products like cucumber, oats, etc.

Variables: Age, price, availability, prognosis post procedure

3b. Competitive Position Map

Determine the 2 most critical variables

Make a position map plotting the different competitors

Surgery is prominent in middle to old aged groups

Price/ Age Matrix

24-34 yrs 35-44 yrs 45-54 yrs 55yrs up

High price

Low Price

Minimal invasive

procedures

PremiumNon-invasive

products

Low-cost non-invasive

products

Price vs. Age Matrix

Surgery’s unique positioning is shown in this competitive map

Competitors do not actually meet client’s expectations

Positioning vs. Brand Matrix

Minimal Invasive Procedures

Non-Invasive Products

Risk More Minimal

CostPremium pricing, but cheaper in the long run

Constant price

Patient's expectationsMatches client's expectations

Often fall short of client's expectations

4. Surgery positions strongly in a niche market opportunity

Surgery is the more permanent solution to combat the aging signs on the peri-orbital area.

Effects of non-surgical procedures are minimal, temporary and superficial.

Others focus on low price and wider distribution of less-expensive non-surgical products.

5a. Based on an article, patients trend is 40% cosmeceuticals and 60% surgery

SOURCE: http://www.skinandaging.com/article/1804

5b. Based on US data, surgery shares 60% of the cosmetics market

1. US publication: Ratio between surgery vis-à-vis cosmeceuticals is 60-40

2. Surgery practitioners affirm that majority of patients with mid-face aesthetic needs prefer surgery, with blepharoplasty as the most common procedure

3. Then total cosmetics market size is 10% of the Philippine population

5c. Consumer data indicates a size of P 240 billion

Cosmetic Procedure Usage:

6 million Filipinos, representing middle to old aged men and women with mid-face aesthetic needs, who can afford treatment, approximate Php240B in revenues

6 M x Php40k (average cosmetic procedure) = P240 billion

5. Concluded that cosmetic market range from Php60 billion to php240 billion

1. Competitor data= P60 B (based on 6 million target population multiplied by Php10k, the average price of cosmeceuticals)

2. Company data = P 240 B

3. Usage data = P 120 B (based on 3 million population who have undergone surgery)

Use instinct and best business judgment to finalize market size

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The Marketing Mix Strategy

Part 2:Steps 6 to 10

6a. Procedures, services & products for mid-face aesthetic needs

Minimal invasive aesthetic procedures include Botox, Blepharoplasty, Fillers and Brow-lift.

6a. Procedures, services & products for mid-face aesthetic needs

Competitor products include premium and low-cost non-invasive products, such as Obagi, Garnier, NuSkin, etc.

6b. Product Description

Minimal and Non - invasive procedures with their respective description are as follows:

Blepharoplasty – corrects drooping eyelids and eyebags

Botox – temporarily eliminates fine wrinkles

Fillers – temporarily or permanently eliminate fine wrinkles

Brow-lift – eliminates drooping eyebrows

7. Pricing for minimal invasive surgery is socialized Blepharoplasty – Php30k to Php80k Botox – Php10k to Php30k Fillers – Php20k to Php60k Brow-lift – Php80k to Php150k

There are results that patients expect which only surgery can provide. This entitles premium pricing for surgical procedures. Hence, non-comparable in terms of pricing.

8a. Promo

Partnership with dermatologists, general cosmetic surgeons and anti-ageing medicine practitioners.

Underscore selling points: 1) Diplomate in Ophthalmology2) Further aesthetic eye procedure training in Daegu Catholic University Center under a plastic surgeon3) Aesthetic eye procedures are best performed by a trained ophthalmologist because of familiarity with the anatomy of the involved areas

8b. Competitor promo

Non-invasive cosmeceuticals communicate through paid advertisements, commercials and web- based marketing

Surgeons on the other hand disseminate their practice through referrals (word of mouth marketing)

8b. Competitor promo

Non-invasive cosmeceuticals communicate through paid advertisements, commercials, celebrity endorsements and web- based marketing

8b. Competitor promo

Surgeons on the other hand disseminate their practice through referrals, patient testimonials and word of mouth marketing

9. Surgical procedures may be performed in 3 medical centers

3 medical centers – Cardinal Santos Medical Center in San Juan, Cabrini Hospital in Batangas and in the soon-to-rise Aesthetic Center at the Fort

Outpatient Cash

10. Minimal invasive surgery harps on differentiation

Main goal is for middle to old aged men and women with mid-face aesthetic needs to prefer minimal invasive surgery over non-surgical cosmeceuticals.

Differentiation is achieved through superior results produced by these minimal invasive procedures compared to cosmeceuticals. Moreover, procedures are performed by a surgeon who is familiar with the anatomy of the area involved, being an ophthalmologist with further training in aesthetics.

It benefits from the success of past procedures; testimonials from former patients.

It is premium priced and can be performed in 3 accessible medical centers.

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SUMMARY

5 Steps for Part 1(PTM and positioning)

1. Identify your target (PTM)2. What do they need (NWE)3. What are they choices

(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)

5 Steps for Part 1 (PTM and Positioning)

1. PTM are “middle to old-aged men and women with mid-face aesthetic needs”

2. Who want to boost self-esteem3. Can choose non-surgical procedures4. Gap is all non-surgical procedures are

not as responsive as surgery5. The market size is still undefined

insofar as the Philippine market is concerned

5 Steps for Part 2(Marketing Mix & Strategy)

6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix

5 Steps for Part 2(Marketing Mix & Strategy)

6. Minimal invasive mid-face surgical procedures

7. Is socialized8. Discounts, free consultations and

follow-ups 9. Is available in 3 medical centers10. Uses differentiation approach to

win

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10 STEPMarketing Plan for Aesthetic-Eyeplastic Practice

Erwin Emeterio L. IslaJune 2010