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De La Salle University Dasmarias

College of Business Administration and Accountancy
Marketing Department

A Practicum Paper Submitted to

Ms. Evangeline Reyes
Marketing Department
De La Salle University Dasmarias
In Partial Fulfilment of the Requirements for
MKTG400
Marketing and Advertising Practicum

Submitted by:
Denise Pauline P. San Jose
MKA44

June 3, 2014

TABLE OF CONTENTS

I. COMPANY DESCRIPTION
A. History ............................................................................................................ 3
B. Organizational Structure ................................................................................. 5
C. Industry Standing ............................................................................................ 6
II. Cite Major Marketing Problem
A. Introduction to the Case ................................................................................ 10
B. Time Context ................................................................................................. 11
C. Viewpoint ....................................................................................................... 11
D. Problem Statement ........................................................................................ 12
E. Objectives ...................................................................................................... 12
F. Areas of Consideration (SWOT) .................................................................... 12
G. Assumptions .................................................................................................. 17
H. Alternative courses of Action (ACA) .............................................................. 17
I. Analysis of each ACA ..................................................................................... 17
J. Recommendation ............................................................................................18
K. Action Plan .................................................................................................... 19
III. Appendices
A. Time Card or Logbook ................................................................................... 22
B. Certification of Completion (Number of hours) .............................................. 24

I.

COMPANY DESCRIPTION
A. HISTORY
De La Salle University Medical Center (DLSUMC) is a healthcare
institution, committed to providing quality, holistic, compassionate, and patientcentered medical care and services.
A tertiary 250-bed hospital and the largest in Region IV-A, DLSUMC
provide much-needed health care services not only to Caviteos but to patients
from nearby provinces. Equipped with state-of-the-art facilities and supported by
its team of dedicated, and credentialed medical and allied health professionals,
DLSUMC is renowned for meeting international quality standards. It is the first
hospital in the Philippines to be awarded an ISO certification (ISO 9001:2000) by
the TUV Rheinland of Germany for the hospitals Quality Management System
and has consistently passed the re-certification audits. Moreover, DLSUMC has
been recognized as a Center for Excellence which is the highest level of quality
accreditation from the Philippine Health Insurance Corporation (PhilHealth).
Refined to its essence, DLSUMC works hand in hand with other divisions
to complement the academic and research programs of the Institute. DLSUMC is
the principal teaching hospital of the De La Salle Health Sciences Institute for the
colleges of Medicine, Rehabilitation Sciences, Medical Radiation Technology, and
Nursing and School of Midwifery. DLSUMC also serves as a venue for further
health care studies by collaborating with DLSHSI Angelo King Medical Research
Center.

DLSUMC remains dedicated to foster the fullest sense of what it means to

be a community partner in health by providing valuable services and resources in
achieving advancement of the health status of the communities it serves. By
nurturing health of individuals, DLSUMC nurtures lives of friends, families and
communities as a whole.

Vision
We envision De La Salle University Medical Center as a world class
hospital committed to quality, holistic and compassionate healthcare services in
its pursuit of excellence and respect for life.
Mission

To become apostles of Christ in rendering holistic and compassionate

healthcare.
To proclaim Gods love to all, through quality holistic health care services.
To support education in health professions and research and to ensure
adequate and relevant clinical experience in partnership with the faculty of

De La Salle Health Sciences Institute.

To provide opportunities for the training and development of the staff as

competent, compassionate, and ethical health care givers.

To evaluate and continuously improve health delivery services through

research and the use of advanced technology.

To assure the institutions sustainability through stewardship of its
resources.

B. ORGANIZATIONAL STRUCTURE

C. INDUSTRY STANDING

De La Salle University Medical Center (DLSUMC) is a healthcare

institution, committed to providing quality, holistic, compassionate, and patientcentered medical care and services.
A tertiary 250-bed hospital and the largest in Region IV-A, DLSUMC
provide much-needed health care services not only to Caviteos but to patients
from nearby provinces. Equipped with state-of-the-art facilities and supported by
its team of dedicated, and credentialed medical and allied health professionals,
DLSUMC is renowned for meeting international quality standards. It is the first
hospital in the Philippines to be awarded an ISO certification (ISO 9001:2000) by
the TUV Rheinland of Germany for the hospitals Quality Management System
and has consistently passed the re-certification audits. Moreover, DLSUMC has
been recognized as a Center for Excellence which is the highest level of quality
accreditation from the Philippine Health Insurance Corporation (PhilHealth).
The following are the services provided by De La Salle University Medical
Center:

Heart Institute - provides a full range of cardiovascular services from

prevention, diagnosis, and treatment to rehabilitation of heart disease. The
Institute is run by a team of dedicated and credentialed cardiologists,

cardiovascular surgeons and well trained allied health professionals.

Immunization Center - offer immunization services to children and adults

to eradicate or avert vaccine-preventable diseases

Neurodevelopmental Center - a holistic center

that

provides

interdisciplinary services, diagnosis, intervention, training, and research

which is sustainable, affordable, and efficient in the delivery of services to

children with special needs. The ultimate goal is to equip these children
with skills to realize their full potentials and thus become productive

members of the society.

Hemodialysis Center - deliver quality standard hemodialysis procedures
that focus on a strong clinical leadership, team approach to care,
exemplary customer services, innovative technology, and individualized

patient care.
Eye Center - provides care and treatment services for diseases and
conditions associated with the eyes. The Centers specialized doctors also

provide sophisticated eye surgeries using state-of-the-art equipment.

Hearing Center - provides precision hearing and programming using stateof-the-art equipment. It also offers the highest quality and widest array of

hearing aid to patients.

Blood Bank - the only licensed blood bank in Cavite certifies by the
Department of Health with proficiency for HIV testing. It is the only facility
in Cavite with an Apheresis machine which is capable of collecting several

units of a particular blood component from a single donor.

OB Ultrasound Services - a premier diagnostic facility staffed by highlytrained

sonographers

ultrasound

services

to

provide

using

comprehensive

state-of-the-art

obstetrical

3D/4D

(OB)

ultrasound

machines.Provide superior image resolution and clarity of the unborn

child. Expectant mothers are able to view their unborn childs normal facial

structure and real time movement.

Endoscopy Services - provides endoscopy services using state-of-the-art,
high-definition endoscopic equipment in diagnosing and treating diseases

of the gastrointestinal and pulmonary tracts. DLSUMC hosted the first Per

Oral Endoscopic Myotomy procedure in the Philippines.

Pulmonary Services - provided by certified pulmonogists and highly
trained respiratory therapists dedicated to improving the lives of patients
with respiratory problems. It offers aerosol therapy or nebularization, chest
physio-therapy, arterial blood gas (ABG), polysomnography (sleep test),
mechanical ventilation, peak expiratory flow rate measurement (PEFR),

incentive spirometry (IS), and pulmonary function testing (PFT).

Radiology Services - DLSUMC is the first institution in Cavite to offer
advances in diagnostic, therapeutic, and interventional radiological
services such as: General Radiology, Ultrasonography, DEXA Bone
Densitometry, Mammography, Nuclear Medicine, Magnetic Resonance

Imaging (MRI), CT-Scan and C-Arm Machine Scan.

Executive Check-Up - offers a wide array of comprehensive medical
packages especially designed to match the needs of the patient. They
cover in-patient and out-patient packages to suit the needs of the patient.
A worthwhile investment that is convenient and cost-effective for your

health.
DLSUMC Credit Agreement Accreditation Program (CAAP) - It is the
answer to the immediate and specific healthcare needs of accredited

companies during the timely and emergency situations.

Diabetes Center - provides comprehensive education program for diabetic
patients by equipping them with the knowledge and skills for management
of diabetes. The Center provides medical packages to individuals who
have already been diagnosed with diabetes. It is a cost-effective
compilation of tests and examinations that provides an accurate

assessment of the present status of a diabetic person and offers advice

regarding ongoing management of the problem.

Laser Therapy Services - The FIRST hospital-based laser center in South
Luzon that provides services such as Skin Rejuvenation, Vein Therapy,
Nail Fungal Infection Treatment and Laser Hair Removal. The laser
therapy services offered by DLSUMC is safe for all skin types which
requires fewer sessions with very effective and excellent results compared
to other laser systems available in the market under the supervision of our

doctors.
Pathology and Laboratory Services - offers advance line of laboratory
services ensuring precision, accuracy and efficiency. Composed of highly
competent team of pathologists, medical technologists and technicians, it

is backed-up by state-of-the-art laboratory equipment and technology.

Physical Medicine and Rehabilitation Services - consists of medical and
allied medical professionals aiming to restore patients to their highest
functional potential, minimizing disability, handicap, and impairment. It
offers electromyography and nerve conduction velocity, physical therapy,

II.

and occupational therapy.

Other Services and Facilities:
Mobile Clinic Services
Animal Bite Center
Electroencephalography (EEG) Laboratory
Pain Management Services
Peritoneal Dialysis Services
Pharmacy Services
Oncology, Hematology, Rheumatology Services

CITE A MAJOR MARKETING PROBLEM

A. INTRODUCTION TO THE CASE

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De La

Salle

University Medical

Center (DLSUMC) is

healthcare

institution, committed to providing quality, holistic, compassionate, and patientcentered medical care and services. The institution's participation to the expo
gives the event a healthcare institution where the trade visitors can inquire about
their health concerns and other services that they can avail with DLSUMC. A
tertiary 250-bed hospital and the largest in Region IV-A, DLSUMC provide muchneeded health care services not only to Caviteos but to patients from nearby
provinces. Equipped with state-of-the-art facilities and supported by its team of
dedicated, and credentialed medical and allied health professionals, DLSUMC is
renowned for meeting international quality standards.
It is the first hospital in the Philippines to be awarded an ISO certification
(ISO 9001:2000) by the TUV Rheinland of Germany for the hospitals Quality
Management System and has consistently passed the re-certification audits.
Moreover, DLSUMC has been recognized as a Center for Excellence which is
the highest level of quality accreditation from the Philippine Health Insurance
Corporation (PhilHealth).
According to their Corporate Sales and Marketing Department, the
marketing problem that they are currently facing right now is each departments or
services in their hospital low promotion and plan. They want to remedy the
problem by providing each department or services in the hospital a marketing
plan letter that will contain their future marketing plan of their services and
promotions they are recommending.
B. TIME CONTEXT

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De La Salle University Medical Center marketing problem was observed

since last year 2013. They are planning to take action about their marketing
problem they are currently facing right now this year.
C. VIEWPOINT
DLSUMC marketing problems must be having a solution soon for their
marketing plan for the whole year operation to succeed. The following
alternatives will be discussed in the following sub-sections below.
D. PROBLEM STATEMENT
The marketing problem De La Salle University Medical Center is currently
facing right now is low promotion in their other services due to departments nonparticipation in recommending a certain promotion for their services.
E. OBJECTIVES
De La Salle University Medical Center marketing objectives for the
following year are:
1. To gain customer retention and customer loyalty to provide referrals
from customers.
2. To provide a marketing plan that will provide all the services promotions
of the hospitals.
3. To target new markets, upper class A and B other than middle to lower
class.
F. AREAS OF CONSIDERATION (SWOT)
The marketing environment for DLSUMC represents overwhelming
opportunities. It also contains some challenges that the firm believes it can meet
successfully.

The table below illustrates a SWOT analysis of the company

conducted by marketers to highlight DLSUMC strengths, weaknesses,

opportunities, and threats.

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The SWOT analysis presents a thumbnail sketch of the companys

position in the marketplace.

In several years, DLSUMC has built some

impressive strength while looking forward to new opportunities. Its dedicated

founders, the growing number of brand-loyal customers, and sound financial
management place the company in a good position to grow.

However, as

DLSUMC considers expansion of its service line and entrance into new markets,
the firm will have to guard against marketing myopia (the failure to recognize the
scope of its business) and quality slippages. However, building strong
relationships with consumers, retailers, and suppliers should help thwart
competitors.
Strengths

Weaknesses

DLSUMC

the target market and products.

DLSUMC
has
achieved

founder understand

DLSUMC founder may lose sight of

the potential scope of their business.

A limited number of consumers

distribution in several markets

around the country are aware of

with quick acceptance.

Experience and understanding

DLSUMC.

of the hospital care industry.

Opportunities

DLSUMC loyal customers are

Threats

Consumers

may

tire

of

their

likely to buy try new or other

service; the founder need to keep it

hospital services.
DLSUMC may venture in to

fresh and add other services

Competitors may launch a similar

service line.
New hospitals that may or may not

some other market categories

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other than focusing on their

open in the future

social class now in the future.

Establish a DLSUMC in other
places.

Strengths
DLSUMC founder understand the target market and services.
The founder of DLSUMC fully understand its brand target market which
is middle to lower class; and the founder fully understand his services by
creating an exclusive line.

DLSUMC has achieved distribution in several markets with quick acceptance.

The brand achieved acceptance in different several markets that they
are targeting within Cavite.

Experience and understanding of the hospital care industry.

DLSUMC founder/owner has experience and wide understanding of the
hospital care industry. The founder understanding of the latest services trends
helps her create exclusive line for his business.
Weaknesses

DLSUMC founder may lose sight of the potential scope of their business.
Sometimes owner of the business may lose sight of the potential
scope of their business thus it may lessen the number of consumers.

A limited number of consumers around the country are aware of DLSUMC.

Mostly only few consumers know that DLSUMC existed. Thus, limited
number of people knowing the business lessens its brand awareness.

Opportunities
DLSUMC loyal customers are likely to buy new services.

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Their loyal customers that their business gained will most likely buy their
new services as well.

DLSUMC may venture in to some other market categories other than focusing
on their social class now in the future.
They may be able to venture in other markets related. They may also
expand their service line will help increase the business sale and
awareness within the country.

Establish a DLSUMC in other places/location.

In the future, they may be able to expand their business but also
through other locations that may help to increase the brand awareness and
increase the customers of the hospital.

Threats
Consumers may tire of their service; the founder need to keep it fresh
The founder of the brand needs to keep his services fresh for the
customers to not be tire in their business. Keeping it fresh will help loyal
customers to continue patronizing their service and will also help gain
potential customers.

Competitors may launch a similar service line.

It is not impossible for a hospital industry like DLSUMC to have
competitors that will launch similar service line. It is the brand responsibility
to differentiate its own services uniqueness in order for other competitors to
not be able to copy the business even if it has similar service line.

New hospitals that may or may not open in the future.

Nowadays, many hospitals open and thus increase the number of
competitors of the business.

G. ASSUMPTIONS

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The following are the assumptions made:

DLSUMC marketing problem will be fixed and the services that they

offered will be maximized to promotions.

DLSUMC targeting upper class market will be a success and can add
them as potential customers.

H. ALTERNATIVE COURSES OF ACTION (ACA)

The following are the alternative courses of actions DLSUMC can made:

DLSUMC must target other markets other than middle to lower class to

increase brand awareness to other markets.

DLSUMC must release letter survey containing each departments
recommendations and suggestions for the marketing plan every year that
includes each departments services promotions.

I. ANALYSIS OF EACH ACA

Here are the analyses of each alternative course of actions above:

DLSUMC must target other markets other than middle to lower class to
increase brand awareness to other markets .Rather than focusing more on
the middle to lower class markets, DLSUMC must try to target other social
class markets like offering up to upper class markets. Since theyre
renovating there hospital especially the lobbies and the premier suites

level right now they can include it also.

DLSUMC must release letter survey containing each departments
recommendations and suggestions for the marketing plan every year that
includes each departments services promotions. Each departments must

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participate in order for this program to be a success not only for the
hospital but also for the whole organization.

J. RECOMMENDATION
The following are my recommendations for De La Salle University Medical
Center:
1. DLSUMC must offer a discounts and gifts certificates.
2. DLSUMC must promote customer-friendly services such as free
patients kit.
3. DLSUMC must have a comprehensive and personal service.
4. DLSUMC must have a flexible payment options.
5.

DLSUMC

must

provide

suggestion

box

for

customers

feedbacks/suggestion about their services.

6. They must use referrals, direct selling, public relations, the web/internet,
etc. in promoting their services.

K. ACTION PLAN
DLSUMC will communicate with customers about its products in a variety
of ways. Information about DLSUMC, the company as well as its services, is
available via the Internet, website, direct mailings, and in person. The brands
promotional efforts also seek to differentiate its services from those of its
competitors. The following are the strategies/tactics DLSUMC will be using:

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1. Offers discounts and gift certificates

2. Promotes customer-friendly services such as free patients kit
3. Comprehensive and Personal Service
4. Flexible in payment options
5. Referrals
DLSUMC will utilize personal referrals to build traffic in the website and to
increase the number of potential customers. It will be utilized by word-of-mouth or
by using internet/web to refer DLSUMC to other potential customers. Online
referral marketing in social media such as customer sending feedbacks to the
facebook page of DLSUMC and referring it to other people that they know that is
looking for a high quality healthcare service.
6. Public Relation
DLSUMC will use public relations to increase and maintain the visibility
and public awareness of its brand and to have a good reputation of the services
and to gather trust from the consumer to have loyalty in the brand. Through the
use of public relations, the service will establish a good image in the public and
even in the media that the brand not only for having business that it is also for
making a good contribution like having a Sponsorship and Cause Marketing.
The strategy will be focusing on Sponsorship and Cause Marketing.
DLSUMC will expand its visibility by participating in and supporting events. In
addition to reaching new customers by sponsoring a certain event, DLSUMC will

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also seek to draw in individuals through Cause Marketing by providing assistance

and financial support to a charitable constitution here in the Philippines.
7. Web/Internet
As the Internet has become a staple of Filipino life, DLSUMC has a viable
Web site. They have secured the domain name dlshsi.edu.ph/dlsumc and begin
site development as funds become available. Further, DLSUMC intends to
showcase the brand, the services and provide customers with the ability to
gather updates regarding services promotions, doctors schedule, etc. online.
Eventually, we hope to establish and nurture an online social community where
customers can gather and discuss topics of the day, network and share latest
health issues.
Here are some unconventional channels of distribution on the web: 1)
Social Networks such as Facebook and Twitter; treating social networks as
distribution channels mean reaching to more people and increasing awareness of
the brand; 2) Social Media such as Youtube as a medium to promote DLSUMC
could bring traffic in the website; 3) Blogs, are popular because they provide upto-date information and enables readers to engage in discussions via comments.
By using blog as a distribution channel, businesses can build a loyal readership
and interact with their customer base.
8. Direct Selling
DLSUMC will use direct selling to increase brand awareness. They will
use email marketing by sending newsletter to customers and will have this

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feature available in the DLSUMC website and facebook page to give visitors
easy access. It will be utilize by sending weekly or monthly newsletters
announcing promotions, discounts and new items of the brand.

III. APPENDICES
A. Time Card/Logbook