health Management related by Stratigic management

1. Strategic Management
• Subject: Health Management
• Made BY: (Group-12)
• Mirza Naadirhasan and
• Memon Zahir
• Guided By:
• Manana Maridashvili

2. Strategic Management
• Strategic management is the continuous planning, monitoring,
analysis and assessment of all that is necessary for an organization to
meet its goals and objectives.

3. Marketing in Health Care
• Health Marketing involves creating, communicating, and delivering
health information and interventions using customer-centered and
science-based strategies to protect and promote the health of diverse
populations

4. Health Marketing is:
• A multidisciplinary practice that promotes the use of marketing
research to educate, motivate and inform the public on health
messages
• An integration of the traditional marketing field with public health
research, theory and practice
• A complex framework that provides guidance for designing health
interventions, campaigns, communications, and research projects
• A broad range of strategies and techniques that can be used to create
synergy among public health research, communication messages and
health behaviors.

5. Health Marketing Basics
• Marketing:
• Marketing is the process by which products are used to meet human or social
needs.
• By acting as the link between vendors and consumers, marketing is an essential
part of the exchange of goods and services.
• The fundamental aspects of marketing are the same whether they meet the need
for a commercial product or a public health service.
• Therefore, health marketing is a form of traditional marketing.
• For both traditional marketing and health marketing, the end user of a product or
service is called a ‘consumer’ and a group of consumers is referred to as a
‘market’.
• Characteristics of the market are considered at every stage in the marketing
process, including the initial development of a product.

6. Marketing triangle

7. Marketing Mix
• Marketing mix is a term used to describe the integration of four
fundamental marketing elements, which are sometimes called the
‘four Ps’:
• Product: the item, good or service that is being provided that delivers
benefits to those who consume it; includes quality, packaging, design
and brand name
• Price: monetary and non-monetary costs to the market
• Place: channels and locations where the product can be obtained
• Promotion: direct communication, publicity and advertising

8. • Each of these four components should be present in a marketing
plan.
• However, it is the science of correctly using these elements in
combination with one another that provides the effective ‘marketing
mix’.
• Essentially, to be effective a “product must be tailored to customer
needs, priced realistically, distributed through convenient channels,
and actively promoted to customers.”

9. PRODUCT
• In order to provide effective and reliable services, the
hospital is fully equipped with various facilities.
• A brief introduction about these facilities / programs
in NORTH STAR is tabulated below:
• Tie up with Medical Pathology
• Essential medical facilities like x-ray and ultrasound
are available in hospital premises.
• There is 3 O.T. and 1 labor O.T. available in hospital
premises
• There is 11 bed ICU and 5 bed NICU.

10. Products And Service
• Medical/Surgical Services cardiology, dermatology, ENT, dental, Emergency Service ,respiratory
medicine etc.
• Diagnostic services- hematology & clinical pathology, anatomic pathology and cytology lab,
services , microbiology lab etc Emergency services- ICU services, blood bank services, trauma
centers .

11. PRICE
• Pricing is the most important and significant factor in deciding a
hospital for a particular treatment.
• Normally in case of general diseases it may not be a required element
since its treatment is easily available, but when it comes to treatment
of complex disease people often opt for good hospitals irrespective of
how much it cost.

13. PLACE
• Avoid inconveniences
• Adequate transport & communication facilities
• Avoid congestion & atmospheric pollution Under
hospital marketing, distribution of Medicare
services plays a crucial role.
• This focuses on the instrumentality of almost all
who are found involved in making services
available to the ultimate users.
• In case of hospitals the location of hospital plays
a very important role.

14. PROMOTION
• Promotion techniques Personal Impersonal Hospitals for promotion
use either advertisement , after taking into consideration the target
customers, media type, budget and the sales promotion.
• Impersonal promotion:
• 1. Press release
• 2. Print media like Newspapers, Magazines and Journals.
• 3. Hoardings and wall writings near the markets and recreation
centers.

16. People
• Well trained staff.
• Providing good equipment to the staff.
• Motivating employees to be efficient, dedicated and loyal to the
organization
• Offering regular on-job training of employees to ensure continuous
improvement in health care .

17. Physical evidence
• Quality health care services, at much affordable price.
• Services for all the ailments & diseases, assuring the healthy recovery
with quality care
• Conducts a rigorous site survey process
• Follows a dress code
• Specially trained to handle any situations
• All doctors have well equipped cabin with ac

18. .

19. Marketing Mix (Civil Hospital India)
Product: Service like Emergency, Ambulance, Diagnostic, Pharmacy,
Casualty
Price: Deluxe (Rs.3500/day), Private (Rs.1800/day), Cubical
(Rs.1000/day) and General ward (Rs.600/day)
Place: ETA II, Greater Noida and Ankur Vihar, Ghaziabad
Promotion: Free medical camp, check-ups & acupressure
People: Patients, Doctors, Nurses and other staff
Process: Inpatient and Outpatient
Physical Evidence: Ward, Counter, Dress code, Aroma etc.

20. Role of Manager
• The primary task of the strategic manager is conceptualizing,
designing and executing company strategies.
• Strategic managers must become strategic thinkers with the ability to
evaluate the changing environment, analyze data, question
assumptions, and develop new ideas.
• Additionally, they must be able to develop and document a plan of
action through strategic planning.

21. Strategic Analysis:
• The process of conducting research on the business environment
within which an organization operates and on the organization itself,
in order to formulate strategy.
• Why use it?
• To take advantage of the path of least resistance to achieve your goal.
• When to use it?
• When you are planning to make a change in your organization, and
you need to determine the best path to take.

23. Rest Types of analysis in Strategic
Management
• Scenario planning - a technique that builds various plausible views of
possible futures for a business.
• Critical success factor analysis - a technique to identify the areas in
which a business must succeed in order to achieve its objectives.
• The Five Forces - a framework for looking at the strength of five
important factors that affect competition - potential entrants, existing
competitors, buyers, suppliers and alternative products/services.
Using this model, you can build a strategy to keep ahead of these
influences.

24. SWOT Analysis
Strengths :
• Excellent brand image
• Highly qualified Doctors
• wide reach
• Provision of high-quality healthcare at affordable rates
• Availability of sophisticated medical equipment, such as the PET-CT scan, 320 Slice CT
Scanner, Cyber knife
Weakness :
• Expensive
• High attrition rates among the nursing workforce to Western countries and competitors
due to higher salaries and perks
• The rising costs of healthcare delivery makes majority of the private hospitals expensive
for a normal middle-class family

25. SWOT Analysis
Opportunities :
• Use of international new technologies
• Increasing awareness about healthcare among Indians Threats
• Competition (Max, Apollo, A.I.I.M.S. etc)
• The migration of skilled technicians and nursing personnel to developed countries
• Large Indian population
• Large untapped market
• High occupancy of Indian hospitals(80-90% occupancy)
Threats :
• Medical equipment accounts for 40-45% of the total expenditure in hospitals
• Shortages of required number of doctors in India

26. Conclusion
• Marketing is a function by which a marketer plans, promotes and
delivers goods and services to the customers.
• In the services marketing, the providers are supposed to influence
and satisfy the users.
• When people buy services offered by a service provider in a true
sense, they buy the time, knowledge, skill or resources.

27. References
• https://www.cdc.gov/healthcommunication/toolstemplates/Basics.ht
ml
• http://samples.jbpub.com/9780763759643/59643_CH02_5289.html
• https://www.quora.com/What-is-the-role-of-a-strategic-
manager.html
• Google Images
• Wellness Industries (Apollo and Fortis) Details.