TERMS OF REFERENCE
I.

BIDDER:

Market Research and Marketing Consulting
Firm:

The Philippine Dental and Wellness Tourism
Roadmap

III. IMPLEMENTATION PERIOD:

September 2021 to February 2022 (6 months)

II. PROJECT TITLE

IV. BACKGROUND
Health (medical travel) and wellness tourism are among the ten (10) identified
tourism product portfolios of the National Tourism Development Plan (NTDP2016-2022) of the Department of Tourism (DOT), aimed to increase the level ofcompetitiveness and improve the travel experiences of the visitors.
The Office of Product and Market Development (OPMD) – Medical Travel andWellness Tourism (MTWT) plans and implements strategic marketing plans andprograms, and implements and monitors projects for the development of theDental and Wellness market (under the Health and Wellness Tourism Program).
The OPMD-MTWT however, sees the need for relevant, hard data on dental andwellness products and services in the country that will eventually be used incrafting development strategies, both product and market-wise as we position thecountry as a globally-competitive, fun destination for medical travel and wellness
tourism.
Seeing these gaps and needs, the PPDD-OPMD will be engaging the services ofa product and market research, and marketing consulting firm to craft The
Philippine Dental and Wellness Tourism Roadmap. This roadmap will provide
insights and guide the OPMD-MTWT in identifying priority areas for dental andwellness tourism product development/enhancement, as well as set a uniquemarket positioning and strategy that boosts destination competitiveness anddifferentiate the Philippines as a wellness and dental destination in Asia.
Specifically, it aims to:1) Understand the industry trends, motivations, buying patterns, and market
demands through a market research;
2) Assess the effect of the COVID-19 pandemic on stakeholders of thePhilippine Dental and Wellness industry;3) Provide baseline information and perform gaps analysis to formulate relevant
strategies for market and product development;
4) Assess the viability of the existing marketing strategy and wellness and dental
products identified by the Department of Tourism and its partner agencies
5) Determine market perception of the Philippines as wellness and dental
destination
V. MINIMUM REQUIREMENTS
1. Must be a product/market research and consulting agency specializing in theconduct of custom research for local and international organizations,preferably with background or related research works in tourism and tourism
development;
2. Must be accredited with the Philippine Government Electronic Procurement
Systems (PhilGEPS).
VI. REQUIRED PERSONNEL
Required Personnel
1. Account Director

Minimum Years of Experience Must have at least 5 years’ experience in tourism-

/ Project Lead

2. Research
Manager

3. Research
Executive /Associate

4. Data Analyst

5. Marketing
Communications
Specialist

related research/consulting projects
 Master’s Degree (i.e Business Administration orManagement, Business, Data Science, Economics,Statistics, Marketing, Tourism Management, Policy
Studies, or Planning) Must have at least 3 years’ experience in tourismrelated research/consulting projects
 Has a Bachelor’s Degree (i.e Business Administrationor Management, Business Communications, Data
Science, Math, Marketing, Economics, Statistics,
Tourism Management, Policy Studies, or Planning) Must have at least 3 years’ experience in tourismrelated research/consulting projects
 Has a Bachelor’s Degree (i.e Business Administrationor Management, Business Communications, Data
Science, Math, Marketing, Economics, Statistics,
Tourism Management, Policy Studies, and Planning) Must have at least 2 years’ experience in tourismrelated research/consulting projects
 Has a Bachelor’s Degree (i.e Business Administrationor Management, Math, Data Science, Economics,Policy Studies, and Statistics)
 Must have at least 3 years’ experience in tourismrelated research/consulting projects
 Has a Bachelor’s Degree (i.e Business Administrationor Management, Business Communications, DataScience, Math, Marketing, Economics, Statistics,Tourism Management, Policy Studies and Planning)*Note: Please provide CV to include list of tourism-related research/consulting
projects conducted.
Personnel Responsibilities
Account Director / Project Lead
Manage and supervise the entire team;Provide overall direction, plan budget, set up project goals, andensure understanding of end-user’s requirements;
Serve as the key point of contact for coordination between the agency
and the end-user;
Ensure the timely delivery of data and reports;
Oversee project set up and implementation of research plan;
Ensure accuracy and quality of data and reports;
Consolidate the report and provide recommendations on the properdevelopment of the market.

Research Manager
 Conceptualize and suggest the most appropriate researchmethodologies and techniques; Design research plan and questionnaires; Implement research plan; Oversee data analysis and interpretation, report writing, andrecommendation crafting; Present findings by phase and final report to end-user;
Research Executive / Associate Assist the Research Manager in implementing the research plan;Collect data through interviews, surveys, and other appropriate tools;
Perform valid and reliable desk research;
Interpret data and consolidate information into reports/presentations;

Data Analyst
 Assist in the collection of data through interviews, surveys, and otherappropriate tools; Assist in the conduct of valid and reliable desk research; Assist in interpretation of data and consolidation information intoreports/presentations
Marketing Communications Specialist Prepare the communications strategy guidelines as outlined below.
VII. SCOPE OF WORK AND DELIVERABLES
A. Product/ Market Study for Environmental Scanning. The study must beable to gather and analyze information on dental and wellness tourism
industry, such as, but not limited to the following:a. Market profile – e.g., travel characteristics and demographics,
motivations, buying patterns, customer journey, and market demands
b. Tourism Trends, Market Opportunities, and Market Analysis
c. Inventory and evaluation of wellness and dental tourism resources
d. Data Gathering on the following:i. Number of dental and wellness facilities in the country
ii. Number of local and international association of dental andwellnessiii. Dental and wellness tourism products and services offered
iv. Most availed products and services offeredv. Cost of services most commonly availed
vi. Source of Market for Dental and Wellness
a. Domestic/Local Tourist – by city/provinceb. International Tourist – by countryvii. Average daily expenditure of dental and wellness tourists inthe past 3 years
viii. Dental and Wellness tourism programs and policies in the past
3 yearsix. Potential source markets for dental and wellness tourism
e. Dental and Wellness tourism revenue in the Philippines including thefollowing:i. Number of dental and wellness tourist arrivals per year in thepast 3 years
ii. Number of dental and wellness tourist per Genderiii. Average daily expenditure of dental and wellness tourists inpast 3 years (by item of expenditure)
iv. Source markets for dental and wellness tourism
a. Domestic/Local Tourist – by city/provinceb. International Tourist – by country
v. Market forecast based on growthf. Local and international awareness of the Dental and Wellness
Philippines campaign and initiatives
g. Evaluation of the Philippines as a dental and wellness destination
h. Gaps and needs in terms of infrastructure/facilities, services andproducts offered, government support, policies and regulations, andsources of information related to dental and wellness tourism
i. COVID-19 impact to the dental and wellness tourism industry(Philippines and world)

A.1. The selected market research and consulting firm must undertakethe following activities:
j. Project set-up
k. Questionnaire design and programmingl. Recruitment of respondents
m. Data gatheringn. Data processingo. Data analysis and interpretationp. Summary report per research phaseq. Comprehensive report writing with recommended action plan for
Philippine Health and Wellness Tourism
r. Presentation of final report and recommendations
A.2. Survey Methodology
Due to the COVID-19 outbreak, field work may be conducted online via videoconferencing platforms and other virtual means.
Qualitative research should include online in-depth interviews with foreign
Destination Management Company (DMCs) through Focus Group Discussion(FGD) that organize and sell Philippine Health and Wellness packages. Therespondents should include Local and International DMCs (as may be
identified by DOT) who are final decision makers in their respective
organizations. Proposed breakdown of respondents per source market to beapproved by DOT prior to project set up.
Desk research on existing primary and secondary sources of data to gain
understanding of the industry pre/during COVID-19. The research generated
should include data from 2018 to present.
Quantitative research should be done in 2 phases through online surveys.
Phase 1 respondents should include at least 50 dental and wellness facilities
owners and managers from all regions of the Philippines that sell dental andwellness as a tourism product. Proposed breakdown of respondents per
region to be approved by DOT prior to project set up. Phase 2 respondents
should include Local and Foreign Integrators. Proposed breakdown ofrespondents per source market to be approved by DOT prior to project set up.
Abovementioned methodologies will be acceptable to the DOT, but themarket research and consulting firm may recommend other methodologies
that can better serve the purpose of the study, subject to the DOT’s approval.
All data gathered should be submitted together with the reports asappendices. The DOT shall have full ownership of the data gathered andpresented from the study.
B. Crafting of the Philippine Wellness and Dental Tourism Roadmap
a. Philippine Wellness and Dental Tourism Roadmap Chapters:
1. The Philippines Wellness and Dental Tourism Positioning Statement
2. Six Year Implementation Strategy
1. Perception of the Philippines as a Health and Wellness Tourism3. Evaluation of Readiness of Up to 8 Pre-selected Market
4. Potential Markets for Consideration for Health and Wellness Tourism
5. Medical (dental) and Wellness Tourist Persona & Customer Journey
6. Potential Icons & Assets for Health and Wellness Tourism
7. Recommendations on Market Launches
8. Recommendations on External Health and Wellness Initiatives forSponsorship/Participation
3. Health and Wellness Best Practices

1. Global
2. North America
3. Europe
4. Asia
5. Australia
6. Latin America
4. Appendix: Global Health and Wellness Trends
b. Dental and Wellness Roadmap with key findings addressing:
1. Current perception of the market as a tourism and health and wellness
destination
2. Destination dental and wellness positioning statement as it related to thePhilippines
3. Medical (dental) and Wellness tourist persona & customer journey as it
related to the one developed for the Philippines
4. Potential Icons & Assets for Health and Wellness Tourism
5. Recommendations on themed routes or itineraries
c. Communications Strategy Guidelines
1.1 Messaging• Message House of Key Messages
1.2 Website• Information Architecture• Site Map• Copywriting for website in English (up to 1,000 words)
1.3 Visual Assets• Photography brief• Videography brief
1.4 Social Media Guidelines• Target Audience• Goal & Benefits• Frequency• Tone of Voice• Content Pillars• Hashtags• Engagement• Media Buy• Measurement
VIII.

PROJECT DURATION AND BUDGET
The research shall commence upon the receipt of the Notice to Proceed andshould be completed within 6 months.
The total budget for the project is Three Million Nine Hundred Forty-Two
Thousand Four Hundred Pesos (PHP 3,942,400.00) inclusive of all applicabletaxes, service fees, bank charges, and other fees that may be incurred in theprocess.
Payment to the winning bidder will be made upon completion of the following
milestones:
Milestone
Within 15 days upon approval of survey methodology, sample
size of respondents, and research design
Within 15 days upon submission and acceptance of thereport on findings and recommendations for the Qualitative
Phase and Desk Research Phase
Within 15 days upon submission and acceptance of thereport on findings and recommendations for the Quantitative%of Payment
15%
30%

30%

PhaseWithin 30 days upon submission and acceptance of the final
comprehensive report and presentation to the DOT
Total

25%
100%

IX. CRITERIA FOR RATING
1. Stage 1 – Submission of eligibility documents
2. Stage 2 – Shortlisted bidders must submit brief company credentials andproposed market research plan together with the technical and financial
proposala. A pitch presentation will be scheduled to allow shortlisted bidders who
are declared compliant with the technical requirements during theopening of bids to present their proposed market research plan andmethodologies to the Bids and Awards Committee (BAC) and endusers.
b. A maximum of 30 minutes will be given to each market research andconsulting firm for their presentation. There will be a 10-minutequestion and answer portion after each presentation.
c. The presentation will be rated by the BAC and end-users individually,
based on the criteria set for “II. Plan of Approach and Methodology”.
Ratings will be added to the overall score for the technical bid andaveraged to arrive at a final score per agency.
A. Eligibility Check and Shortlisting Criteria for Rating
Applicable Experience of the Consultant – 75 pts.
Qualification of Personnel Assigned – 15 pts.
Current Workload Relative to Capacity – 10 pts.
I.
A.
1.
2.
3.
4.
5.

B.
1.

2.

3.

C.
1.

Applicable experience of the consulting company/firm
Relevance of the company portfolio to the project
Bidder has conducted at least 10 tourism-orientedresearch/consulting projects.
Bidder has conducted 8 to 9 tourism-oriented research/
consulting projects.
Bidder has conducted 6 to 7 tourism-oriented research/
consulting projects.
Bidder has conducted 4 to 5 tourism-oriented research/
consulting projects.
Bidder has conducted 1 to 3 tourism-oriented research/
consulting projects.

25 pts.
20 pts.
15 pts
10 pts5 pts

Completed projects under DOT and attached agencies
25 ptsBidder has satisfactorily completed at least 3 tourismoriented research/consulting projects for the DOT andattached agencies
Bidder has satisfactorily completed at least 2 tourism- 15 pts
oriented research/consulting projects for the DOT andattached agencies.
Bidder has satisfactorily completed at least 1 tourism- 10 pts
oriented research/consulting projects for the DOT andattached agencies.
Years of experience
Bidder has at least 5 years of experience conducting 15 pts.
research/consulting projects.

2.
3.

D.
1.

2.

Bidder has 3 to 4 years of experience conducting 10 pts.
research/consulting projects.
Bidder has 1 to 2 years of experience conducting 5 pts.
research/consulting projects.
Past clients
Bidder has completed 2 or more research/ consulting 10 pts.
projects with a contract that has a cost range of Php3.5
Million or more
Bidder has completed 1 research/consulting project with a 5 pts.
contract that has a cost range of Php3.5 Million or moreII.

Qualification of personnel assigned
All assigned personnel have experience working on at least 15 pts.
2 tourism-oriented research/consultancy projects.
At least 2 assigned personnel have experience working on 10 pts.
at least 2 tourism-oriented research/consultancy projects..

III.

Current workload relative to capacity
Bidder has 1 to 3 ongoing projects with contract that has acost range of Php3.5 Million or more.
Bidder has no ongoing projects with contract that has acost range of Php3.5 Million or more
TotalPassing Score

10 pts.
5 pts.
100 pts.
70 pts.

B. Technical Bid Criteria for Rating
Qualification of personnel to be assigned – 55 pts.
Plan of approach and methodology – 15 pts.
Experience and capability of the firm – 30 pts.
I.
A.
1.

Qualification of personnel to be assigned
Educational background
The Project Lead has a Master’s degree relevant to the 10 pts.
project. (i.e Business Administration or Management,Business, Data Science, Economics, Statistics, Policy
Studies, and Planning)
The Project Lead has a Master’s degree.
8 pts.
The Project Lead has a Bachelor’s degree.
5 pts.

2.

All assigned personnel (aside from Project Lead) have 10 pts.
Bachelor’s degrees relevant to the project (i.e Business
Administration or Management, Business Communications,
Data Science, Economics, Statistics, Math, Marketing,Tourism Management, Policy Studies, and Planning)
All assigned personnel (aside from Project Lead) have 8 pts.
Bachelor’s degrees.

B.
1.

Professional Experience
All assigned personnel have been involved in the 20 pts.
implementation of at least 2 tourism-oriented research/
consulting projects.
At least 3 of assigned personnel have been involved in the 15 pts.
implementation of at least 2 tourism-oriented research/
consulting projects.
1 to 2 of assigned personnel have been involved in the 10 pts.
implementation of at least 2 tourism-oriented research/
consulting projects.

2.

The Project Lead has expertise in the tourism industry with 15 pts.
7 or more tourism oriented-research/ consulting projects on
tourism policy, strategy, planning or product and market
development
The Project Lead has expertise in the tourism industry with 10 pts.
at least 5 tourism oriented research/consulting projects on
tourism policy, strategy, planning, or product and market
development.
The Project Lead has expertise in the tourism industry with 5 pts.
at least 3 tourism oriented research/consulting projects on
tourism policy, strategy, planning, or product and market
development.

II.

Plan of approach and methodology
Substance of the proposal
The proposal thoroughly discusses the proposed approach 5 pts.
and methodologies (desk research, quantitative research,and qualitative research) to be used in the study.
The proposal thoroughly discusses the proposed data 10 pts.
collection methods (in-depth online interviews and onlinesurveys) to be used in the study.

1.

2.

III.

Experience and capability of the firm
Bidder has implemented at least 5 similar contracts(contracts that involve market research/surveys/tourism
planning or product development studies in any sector) and1 tourism market research/survey or product developmentstudy contract for a National Tourism Organization /Government Tourism Board or Local Government Unit.
Bidder has implemented at least 3 similar contracts(contracts that involve market research/surveys/tourism
planning or product development studies in any sector).
Bidder has implemented at least 1 similar contracts(contracts that involve market research/surveys/tourism
planning or product development studies in any sector).
TotalPassing Score

30 pts.

20 pts.

10 pts.

100 pts.
70 pts.

X. CONTACT PERSON
Contact Person
Division::

OfficeContact Number
Email Address:::

Jeremiah “Miah” AdaoMedical Travel and Wellness Tourism – Product
Planning and Development Division
Office of Product and Market Development (OPMD)+63 917 906 2325
jeadao@tourism.gov.phApproved by:

RENEE MARIE N. REYES
Director
Office of Product and Market Development
Date: 21 June 2021