- Overview of marketing - Key revenue generating area - Marketing Strategy - Marketing Budget - Revenue buildup Plan through marketing - Marketing Patient referral Mix

2. SL NO SLIDE NAME SLIDE NO
1 Executive summary 3 -4
2 Where do we stand 5- 6
3 SWOT 7
4 Scope of – Marketing department 8
5 Marketing department goal & objective 9
6 Key revenue generating channel 10
7 Marketing Strategy & tactics 11 - 14
8 Milestone (Assumption) 15
9 Financial Plan (Budget) 16
10 Revenue Build up Plan 17 -18
11 Avg. Bill of Patient & No of IP Mix 19 -20
12 Patient Referral Target Area Mix 21 - 22
13 Revenue target Zone wise ( Assumption) 23
14 Activity & Revenue target -Unit wise 24 - 25
15 Synopsis 26-27

3.  Marketing strategy will be designed based on
demographics of target populations, internal
capabilities and other specialities, the health care
environment and the overall strategy of the
organization.
 I have highlighted the channel of revenue
generating lines to fill unmet demand and assist
to introduce multidisciplinary marketing
approaches in different segment of marketing
mix.

4.  Excellent service delivery, pleasant infrastructure,
medical facility with latest technology with personalise
quality care at an attractive package will be the key
factors over competitors.
 X Hospital, Y Hospital, and Z hospital are the direct
competitors in that particular service.

5.  1. Broad cost leader
 2. Broad differentiator
Or
 1. Focused cost leader
 2. Focused differentiator

6. The CIPACA delivery model is very unique, cost effective is
an advantage in market. CIPACA can provide best service
to patient in 10 – 15 % lesser cost than any other
competitor.

7. STRENGTH
Well organized centralized team,
Unique business model, expanding in
nature & willing to grow
WEAKNESS
Lack of promotion & highlight,
Less professional involvement
OPPORTUNITY
Potential in market , can generate more
revenue, opportunity to get associated
with Government, can have strategic tie
up with International brand to spread in
to the market,
THREAT
There are chances of corporate
hospitals like Apollo, Fortis, Manipal,
may start same services in future to
meet the demand.

8.  Brand Creation (already done).
 Marketing strategy, Annual marketing plan & Budgeting
 Referral marketing programme
 Online Marketing
 Corporate communication
 Internal Marketing
 Public relation ( PR)
 Employer marketing – productivity analysis – Out come
measurement
 Change or recreate marketing strategy & implement
accordingly

9. SCOPE:
Marketing department should work towards
increasing the footfalls, revenue generation of
the hospital/group and be a brand leader.
PURPOSE:
To work for complete client level satisfaction in
accordance with the in-house team.

10. Referral marketing programme
 Referral tie up Plan ( GP, VC, PT & FT) selection
based on criteria.
 Establish Referral Centre.
 Tie up with nursing home, SHCO.
Walk-in –Direct patient
 Through branding activities, camp, ambulance
kiosk, public awareness programme.

11. MARKETING STRATEGY
Strategies Activity
1. Referral Centre & Satelite Centre
a. Area A
b. Area B
c. Area C
d. Telemedicine centre
2. #"CIPACA Always with u": Building Doctors Network
a. Need to prepare List Of Doctor
b. Meeting them regularly
c. Hospital visit by the doctor
d. MOU with interested doctor
e. Follow up for regular patient referral
f. Thanks letter or a courtesy call to the doctor on every pt
referral
3. Design of Corporate brochures & pamphlets
a. Design of Corporate brochure
b. Pamphlets
c. Creation of Corporate Video
4. Website & its Upgradation
1. Aready Existing
2. Modification needs to be done
5. #CIPACA @ FLY HIGH Bill Boards & Clinic Association Board
a. Standalone pole
b. Association board @ clinic with interested Doc &
promotion at surrounding area
d. Clinic surrounding area can be promoted like news paper
inserts
d. Bus shelter can used for advertisement
e. Adv can be given in the bus

12. 6. #CIPACA @ ur Office Corporate Awareness
Programme
a. Prepare list of corporates (may not required in rural
areas)
b. In association with Insurance company
c. Direct Programme
d. Promote Facility or service
Public Awareness
7. #"CIPACA @ ur door step" (Camp @ residential area)
a. Awareness talk can be given on snake bite, lightning,
thunder, other health related topics etc
b. Public medical camp need to be conducted based
on public need in association with local MLA, club
c. Camp can be done in association with local temple,
Mosque, Church & with other religious guru's
CIPAKA Akasmika
a. Awareness class @ RTO for learner
b. First Aid Class for Driving School Instructors
c. BLS class for local ambulance driver
8. "#Save time save Life" tie up with SHCO
a. Need to make a list of SHCOs ( 20 km ) radius
b. Need to explain ICU facility to the SHCO
c. Make tie up 8-10 hospital along with MOU
d. Arrangement of ICU patient transportation

13. 9. "# Follow CIPACA" Social Media Campaign
a. Face book page listing & updating in every week
b. Facebook Live
b. Youtube videos need to be created on pt testimonials & published
d. SMS campaign
e. Whatsapp SMS
10. "# Know about CIPACA" Media & PR
a. Adv on prominent local news paper & advetorial
b. Adv on local popular radio channels
C. News Paper inserts in areawise
D. Talk show in local TV'S chennal
E. Akasmika publicity in local news papers, cobranding can be done
F. Awareness add on local cinema hall or video hall on world tobaco day,
corporate video
11. "# Celebration till the End @ CIPACA Celebration calender
a. Yearly celebration calender to be done ( all health days)
b. Creative to be made accordingly & post in social media
12. "#CIPACA Gyan House" CME
a. It can be done with IMA & other medical association
b. Inhouse CME
c. Other hospital internal CME
13."#CIPACA Connect" Health, Ambulance Kiosk in Bus stand, toll plaza
a. It can be done near bus stand railway station toll plaza or out skirt of
the village or town
b. Permission should be taken from respective authorities
14. Blood Donation Camp
a. Need to organise camp in every area in association with local blood
bank, red cross & other voluntary organisation like rotery club, lions club
etc

14. 15. Inhouse Unit Promotion
a. Standee Display
b. Light Boards
c. Display of public awareness video
16. Display of Health Tips
a. It can be displayed in Doctors clinic, Pharmacy,
Notice board in government office, school, Colleges
b. Emergency phone no. of the hospital should be
highlighted
17. Sponsorship
a. Sanitary napkin vending machine can be placed at high
schools with Branding
b. Can be a sponsor for local popular sports team
c. Motor bike ambulance can be introduced with branding
d. Sponsor for Health Insurance can be given as a part of
CSR or any awards
18. Strategic tie up
Can have tie up with some International brand related to
emergency care

15.  To achieve 1crore revenue in a month.

16. SL NO Particulars Amount (%)
Marketing expenses (5% - 7%) of total revenue
1. Social media campaign 20%
2. Referral management 20%
3. Traditional media/ print media 10%
4. Internal marketing 15%
5. Public relation ( Publicity, community events,
sponsorship, interviews & appearances)
45%
Total 100%

17. Out-Patient & In- Patient Revenue
Sl.No. Particulars Month 1
Number of Consultants
1 Emergency medicine Nos 1
Total Consultants Nos 1
No. of OPD days in a Month 25
No. of OPD Hrs 4
No. of patients seen in an Hr 4
Total No. of OP Patients (per Doctor per day) 16
Total No. of OP Patients (per Doctor per month) 400
Capacity Utilization - Basic Speciality 25%
No. of out-patients per month
1 Emergency medicine Nos 100
Total Out-patients 100
Average OP per day (paid visit) 4
Average OP per day (Re-visit) 1
Total OP per day 5

18. A Consultation fee Revenue Consultation fee
Rs.
1 Emergency medicine 300 Rs. 30000
Total Consultantation fee 30000
B IP Admission 15
Average Revenue 24000
IP - Revenue 360000
C Procedure - OP 12%
OP -Procedure - Average Bill Rs. 1000
OP - Procedure - No 12
OP- Procedure - Revenue Rs. 12000
D Pharmacy
Pharmacy -Average Bill Rs. 500
Pharmacy Revenue Rs. 50000
E Lab Investigations
Lab Investigations - Average Bill Rs. 750
Laboratory Revenue Rs. 42000
F Radiology 80%
Radiology - Average Bill Rs. 500
Radiology Revenue Rs. 40000
Total Revenue 534000.00

19. Total IP admission 15
Category Charges % Mix Nos
Cat.A 6000 20% 3.0
Cat.B 15000 40% 6.0
Cat.C 25000 35% 5.3
Cat.D 50000 5% 0.8

20. 0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
Cat.A Cat.B Cat.C Cat.D
6000
15000
25000
50000
20% 40% 35% 5%
3.0 6.0 5.3 0.8
Charges % Mix Nos

21. Patient refferal terget area
Direct patient 25% 25
Refferal patient 45% 45
Corporate & Insurance 15% 15
Digital marketing, Branding, camp 15% 15
100

22. 25%
45%
15 %
15%
Direct patient
Refferal patient
Corporate & Insurance
Digital marketing, Branding, camp

23. M1 M2
Zone Hospital Name Target No Targeted revenue Achieved rev Target no
targeted
revenue Achieved rev
South Saptagiri Hospital 100 5,34,000 xxx 116 617520 xxx
xxx hospital
xxx Hospital
North xxx Hospital
XXX Hospital
East xxx hospital
xxx Hospital
TOTAL

24. TEAM – MARKETING – Dindigal
CIPACA - Unit -1
Segment OVERALL RESPONSIBILITY
CURRENT REVENUE (IN
Lacs)
Target Revenue (In
Lacs)
Marketing
Team Responsibility Segment Revenues(Rs.LACS) KRA's

25. NAME DEPARTMENT
KEY RESPONSIBLE
AREA SOURCE OF BUSINESS
TARGET
ACTIVITY PER
MONTH
TARGET
ACT.
PER
DAY
OVER ALL
BUSINESS IN
VALUE ( IN
LACS)
TOTAL

26.  We will focus mainly on nursing homes, popular family
physician, old age homes.
 We will target to capture 10% to 30 % market share on
emergency medicine with in the span of 1 to 2 years of every
single business unit ( SBU).
 We will have tie up & create referral center with surrounding
every SBU.
 Departmental KRA need to be fix
- Target vs Actual no & revenue – walk-in
- Target vs Actual no & revenue – Referral marketing
- Target vs Actual no & revenue – Our reach & other activity.
- Consolidated report – Zone wise

27.  This above proposal is drawn as an out line &
assumption. A detail marketing Plan, target no &
revenue generation can be fixed based upon a broad
study & complete understanding P & L & revenue build
up, Business model, strength of any particular SBU &
surrounding market.

28. THANK YOU