This paper is talking about a marketing plan for Amcare hospital. Amcare hospital is a brand new private hospital in Beijing --- the capital of China. Nowadays China has more than 1.3 billion people, in Beijing there are about 20 millions residents, compared with such a large population base, the medical resources are quite limited, which means there are great potential opportunity for a new hospital. In this marketing plan, i demonstrate the mission statement of Amcare hospital, described the target market, analyze the SWOT and STEER of this new hospital, finally there are sales projections about the best and the worst case scenario.
1 Mission statement
Amcare Hospital is dedicated to providing professional, comprehensive, tailored healthcare services to our patients. Amcare Hospital will assess the healthcare needs of patients and respond to these needs.
2 Executive Summary
Who are we?
Amcare hospital is a private hospital operated in an American way, this is the first meaning for Amcare, it is totally different with China’s local hospital, we pay more attention to our service and environment, although family healthcare is a new concept in China, our goal is to be the best family healthcare center. What we do?
Provide tailored healthcare service is our mission, we always try to satisfy our patients and their family’s needs. We are not only focus on cure illnesses, we also try to help the community maintain healthy.
3 Expanded Description
Amcare hospital will provides medical services for routine health matters, on-going health conditions, and well-woman gynecological services. Besides this, we also offer humanization and individuation service to the patients. For example, in our pediatric department we supply American immunization schedule for those family just stay in China for a short time. Except these special medical service, we accept international insurance direct billing. Through our advanced appointment system, patient just need a call to to make a appointment which is different with China’s local hospital. 3.2 Family healthcare
Family healthcare is a brand new concept in China. Family Healthcare is a comprehensive, primary care that provides excellent medical and dental care to anyone and everyone who needs it. In simple terms, Amcare hospital is not a specialist hospital, we have medicine, dental, gynecology, obstetrics, pediatric, physical check-up department. 3.3 Environment
In Amcare hospital, all the wards are single room with bath room inside, according to size and facility, there are three different types for patients:standard room, family room, VIP room. For example,i n family room there is an extra bed for family members. If without those medical equipment, our hospital totally like a hotel.
4 Market description
4.1 Target market
Target market means a specific group of consumers at which a company aims its products and services. Target customers are those who most likely to buy. For Amcare hospital, target customers are three different groups. The first one is foreigners, according to the bureau of statistics of beijing, at the end of 2011, there about 100,000 American and European, 200,000 Koreans and 20.000 Japanese live in Beijing. The second group is employees in multinational companies and the last group is overseas returnees. 4.2 Needs of target customers
As i mentioned above, our target customers are those kinds who received high education and good income, the characteristics of these groups are they have higher requirement about service and environment and pay less attention to price.
According to target market, those local hospital in Beijing are not our competitors, our mainly competitor is United family hospital, this is the first private hospital in Beijing was opened in 1997, through more than ten years effort, they earn an excellent reputation in beijing’s market, but there is a significant...