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Hospital marketing made easy

THIS PRESENTATION TALKS ABOUT THE KEY ELEMENTS REQUIRED FOR A HOSPITAL MARKETING PLAN. THIS CAN BE USED AS A REFERENCE FOR OTHER SERVICE MARKETING INDUSRTIES.

THANKS
REYAZ K SIDDIQUI

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Hospital marketing made easy

  1. 1. HOSPITAL MARKETING MADE EASY PRESENTED BY:- REYAZ KAUSAR SIDDIQUI B.PHARMACY+MBA(MARKETING) HEAD OF THE PHARMACY YAS MEDICAL SERVICES SULTANATE OF OMAN
  2. 2. CONTENTS • EXECUTIVE SUMMARY • GOAL SETTING • SWOT ANALYSIS • MARKET REVIEW • IDENTIFYING & DEFINING TARGET MARKET • COMPETITOR ANALYSIS • MARKETING STRATEGY • IMPLEMENTATION OF PLAN • POST IMPLEMENTATION EVALUATION
  3. 3. EXECUTIVE SUMMARY • OVERVIEW OF THE MARKETING PLAN • ORGANISATIONAL BENEFITS AND RISK • REQUIRED RESOURCES • PROJECTED PROFIT AND LOSS
  4. 4. MARKETING definitions • A MANAGEMENT PROCESS THAT IDENTIFIES, ANTICIPATES AND SATISFIES CUSTOMER REQUIREMENTS PROFITABLY. Chartered Institute of Marketing • RIGHT PRODUCT/ SERVICE IN THE RIGHT PLACE,AT THE RIGHT PRICE TO THE RIGHT PERSON AT THE RIGHT TIME. Adcock et al. • THE ACHIEVEMENT OF CORPORATE GOALS THROGH MEETING AND EXCEEDING THE CUSTOMER NEEDS BETTER THAN THE COMPETITION.
  5. 5. MARKETING…… • THE DELIVERY OF CUSTOMER SATISFACTION @ PROFIT. • BUT RECENTLY THE TERM “DELIGHT” HAS REPLACED THE TERM OF SATISFACTION. • SO WE CAN SAY THAT THE DELIVERY OF CUSTOMER DELIGHT AT A PROFIT.
  6. 6. PLANNING • “FAILURE TO PLAN IS PLANNING TO FAIL.” • THE IMPORTANCE OF PLANNING CAN BE UNDERSTOOD FROM THE ABOVE PHRASE. • DEFINING ALTERNATIVE COURSE OF ACTION TO MEET STATED OBJECTIVES.
  7. 7. CYCLE OF PLANNING
  8. 8. GOAL SETTING & ITS IMPORTANCE MANY BUSINESS ORGANISATIONS FAIL. HAVING NEVER REALLY ESTABLISHED SMART GOALS. SMART -AN ACRONYM USED IN GOAL SETTING DISCUSSIONS.
  9. 9. S M A R T S - SPECIFIC,SYSTEMATIC,SIGNIFICANT,SYNERGISTIC M - MEANINGFUL, MEASURABLE, MOTIVATIONAL. A- ACHIEVABLE, AGREED UPON, ACTION BASED, ACCOUNTABLE. R- REALISTIC, RESULT ORIENTED, RELEVANT REWARDING. T- TIME BASED, TANGIBLE, THOUGHTFUL.
  10. 10. S SPECIFIC , SIGNIFICANT SYNERGISTIC • SPECIFIC IS THE WHAT, WHY AND HOW OF THE SMART MODEL. • WHAT ARE WE GOING TO DO? • WHY IS IT IMPORTANT TO DO THIS TIME? • HOW ARE WE GOING TO DO IT?
  11. 11. M MEASURABLE OR MOTIVATIONAL • “IF YOU CANT MEASURE IT YOU CANNOT MANAGE IT”. • CHOOSE A GOAL WITH A MEASURABLE PROGRESS. • ESTABLISH A CONCRETE CRITERIA FOR MEASURING PROGRESS TOWARDS THE ATTAINMENT OF EACH GOAL YOU SET.
  12. 12. A ACHIEVABLE,AGREED OPON • GOALS SET MUST BE ACHIEVABLE. • AGREEN UPON UNANIMOUSLY/COLLECTIVELY • IT SHOULD NOT BE IMAGINARY
  13. 13. R REALISTIC,RESULT ORIENTED • THE GOAL SET SHOULD BE DOABLE RESULT ORIENTED AND HAS SOME REWARD AT THE END
  14. 14. T TIME BASED, THOUGHTFUL • WITHOUT FIXING A DEADLINE IT IS IMPOSSIBLE TO REACH THE STATED/FIXED GOALS ON TIME.
  15. 15. SWOT ANALYSIS • S- STRENGTH • W- WEAKNESS • O- OPPORTUNITIES • T- THREATS • The overall evaluation of a company is called SWOT analysis. • STRENGTH AND WEAKNESS ARE INTERNAL EVALUATION • OPPORTUNITIES AND THREATS ARE EXTERNAL FACTORS TO BE CONSIDERED.
  16. 16. STRENGTH • STRENGTHS ARE OUR CAPABILITIES AND RESOURCES:- • THEY CAN BE USED AS THE BASIS FOR DEVELOPING A COMPETITIVE ADVANTAGE. • IT INCLUDES • OUR NEW EXPERIENCE OR SPECIAL EXPERTISE • LIKE……. ABILITY TO PRESCRIBE SILDENAFIL CITRATE OR HAVING A DERMATOLOGIST WHO HAS THE RIGHT TO PRESCRIBE ALL STEROID PREPARATION WHICH ANY OTHER MEDICAL CENTER DOES NOT HAVE IN AL BURAIMI.
  17. 17. STRENGTH • BY HAVING A PEDIATRICIAN ON BOARD WE CAN HAVE THE FACILITY OF VACCINATION HERE. • ANY INNOVATIVE SERVICE :- • USING LATEST TECHNIQUES FOR THE GENARATION OF LAB REPORTS. • SPORICIDAL TEST PERFORMED WEEKLY AS A CONTROL TEST FOR THE AUTOCLAVE. • SPECIAL TEST LIKE ELISA, H1N1(INFLUENZA) • THE ONLY CENTER TO DO A VISA MEDICAL. @ COST EFFECTIVE RATE. • ORTHODONTIC SERVICES WITH A CLASS APART
  18. 18. STRENGTH CONTI…… • MILK PRODUCTS ARE NOW SOLD AT COST PRICE/WITHOUT PROFIT WHICH IS HELPING US A LOT TO REMOVE THE TAG OF BEING COSTLY PHARMACY. FULLY EQUIPPED PHARMACY WHERE THE CUSTOMERS NOT ONLY GET THE MEDICINES BUT TAKE HOME A RELATIONSHIP. HAVING TETANUS TOXOID AND AVAILABILITY OF OTHER IMMUNIZATION VACCINES UPON EMPLOYING A PEDITRICIAN. LOCATION OF THE ORGANISATION/HOSPITAL PLAYS AN IMPORTANT ROLE. BURAIMI CLOSER TO UAE HAS THE ADVANTAGE OF SERVING CUSTOMERS OF TWO NATIONALITIES
  19. 19. WEAKNESS (AN INTERNAL FACTOR) • LACK OF AQDEQUATE HEALTHCARE STAFF. • POOR SERVICE/UNDIFFERENTIATED SERVICES. • YMC IS SAME AS ANY OTHER POLY CLINIC IN BURAIMI. • BAD REPUTATION OF BEING TOO COSTLY. • UNTRAINED STAFF FOR CUSTOMER SERVICE • COMMUNICATION GAP BETWEEN STAFF AND MANAGEMENT OR • BETWEEN CUSTOMERS AND DOCTORS/STAFF • COMM. GAP BETWEEN DOCTOR AND PATIENT COULD LEAD TO WRONG DIAGNOSIS AND SUBSEQUENTLY WRONG MEDICATION……… • THUS FAILURE TO MEET ORGANIZATIONAL GOAL.
  20. 20. OPPORTUNITIES (EXTERNAL FACTOR) • ‘‘WHERE THERE IS WILL THERE IS A WAY’’ • A NEW DEVELOPING MARKET. • IBRI OR SOHAR WHERE WE CAN HAVE SPECIALIST DENTAL CLINIC & CAN OPEN A PHARMACY. • ANY POTENTIAL LOCATION AROUND THE CENTER. • A NEW TECHNOLOGY OR A UNIQUE SERVICE, WHICH CAN BE OFFERERD TO THE CUSTOMERS. • A MARKET VACATED BY AN INEFFECTIVE COMPETITOR OR YMC TAKING OVER ANY OTHER SET UP.
  21. 21. THREATS • A NEW COMPETITOR IN OUR AREA OR NEAR US. • PRICE WAR WITH THE COMPETOTORS. • MEDICINES AND OTHER ITEMS SOLD AT A CHEAPER PRICE BY OUR COMPETOTORS. • BETTER SERVICE OFFERED BY OUR COMPETOTORS AT A LESSER RATE. • ECONOMIC SLUMP/ SLOWDOWN. • CHANGE IN THE GOVERNMENT RULES AND REGULATIONS. • THE INSURANCE PATIENTS MAY SWITCH TO OTHER HOSPITALS IN ANTICIPATION OF A BETTER SERVICE.
  22. 22. MARKET RESEARCH OR ENVIRONMENTAL SCANNING • THE SIZE OF THE MARKET IN TERMS OF MONEY. • THE MAJOR PLAYERS AVAILABLE IN THE MARKET. • HOW WILL THE MARKET CHANGE IN THE NEXT 3-5 YEARS. • STUDY OF THE CONSUMER BEHAVIOUR. • WHAT THEY BUY?, HOW THEY BUY? WHEN THEY BUY? • HOW CUSTOMERS USULLY AVAIL THE SERVICES • THE STUDY OF THE SOCIO ECONOMIC PARAMETERS.
  23. 23. IDENTIFICATION OF TARGET MARKET/AUDIENCE • FOUR WAYS TO IDENTIFY TARGET MARKET • GEOGRAPHIC….THE LOCATION ,SIZE OF THE AREA, DENSITY ,CLIMATE ZONE OF THE CUSTOMERS. • DEMOGRAPHIC THE AGE, GENDER ,FAMILY COMPOSITION, OCCUPATION, EDUCATION OF THE CUSTOMERS. • PSYCHOGRAPHIC..THE GENERAL PERSONALITY BEHAVIOUR, LIFESTYLE, RATE OF USE,REPETITION OF NEEDS, BENEFITS ETC
  24. 24. WAYS TO IDENTIFY……………… • BEHAVOUR….THE NEEDS AND WANTS OF THE CUSTOMERS SEEKS TO FULFILL. THE LEVEL OF KNOWLEDGE. INFORMATION SOURCE AND ATTITUDES,USE OR RESPONSE TO A PRODUCT OR SERVICE BY THE CUSTOMERS.
  25. 25. ANALYSIS OF COMPETITOR’S STRENGTHS AND WEAKNESSES • WHAT IS THE UNIQUE SELLING PROPSITION OF OUR COMPETITORS ? • WHAT IS SO SPECIAL ABOUT THEIR PRODUCTS OR SERVICES? • WHETHER THEY HAVE ANY INNOVATIVE SERVICE? • ARE THEY OFFERING THE SAME QUALITY OF SERVICES AT A LESSER RATE? • HOW ARE THEY DOING? • WHAT IS THEIR STRATEGY? • IF THEY ARE SELLING MEDICINES OR ANY OTHER ITEM AT A LESSER RATE THEN FROM WHERE ARE THEY PURCHASING THEM?
  26. 26. COMPETITOR ANALYSIS • WHAT IS THEIR MARGIN OF PROFIT ? • ARE THEY SELLING ANY OTHER NON MEDICINAL OR FOOD ITEMS AT A CHEAPER RATE? OR ANY SERVICE OFFERED BETTER THAN US. • IS THEIR BUSINESS INCREASING OR DECREASING? • WHAT IS THE CUSTOMERS RESPONSE TO THEIR SELLING STRATEGY?
  27. 27. MARKETING STRATEGY • AFTER THE IDENTIFICATION OF TARGET MARKET AND COMPETITOR ANALYSIS • THERE IS A NEED TO EVALUATE , PRIORITIZE AND ORGANIZE THE COMBINATION OF SPECIFIC MARKETING STRATEGY AND TACTICS THAT WILL BE BEST SUITED TO BE USED IN PURSUING THE GOAL. • A WELL CONSTRUCTED MARKETING PLAN IS WHOLE THAT IS GREATER THAN THE SUM OF ITS PARTS.
  28. 28. GOALS VS STRATEGIES VS TACTICS • GOALS…….. DESSTINATION • ARE SPECIFIC, ACHIEVABLE, RELAVANT AND TANGIBLE BUSINESS OBJECTIVES. • STRATEGIES ARE…….. WAY TO ACHIEVE • IDEAS OR APPROACHES THAT ARE DEVELOPED TO ACHIEVE GOALS. • TACTICS ARE……… ACTIONS PLAN • SPECIFIC ACTION DETAILS AND ACTIVITIES THAT MUST OCCUR IN ORDER FOR THE STRATEGY TO SUCCEED.
  29. 29. EXAMPLES • GOAL.... • INCREASE PATIENT VOLUME BY 25 % NEXT YEAR. • IMPROVE PATIENT EXPERIENCE TO INSPIRE PATIENT FOR WORD OF MOUTH REFERRALS . • TACTICS……. • INSTITUTE QUATERLY CUSTOMER SERVICE TRAINING TO THE STAFF. STRATEGY……. • PATIENTS ARE THE BEST AMBASSADORS. IT IS IMPORTANT TO TAKE CARE OF THEIR NEEDS AND PROVIDE THEM THE BEST POSSIBLE CARE SO THAT THEY REMAIN LOYAL AND DO Word of Mouth REFERRALS.
  30. 30. STRATEGY • CREATE INCENTIVE PROGRAM FOR STAFF BASED ON INCREASE REFERRAL VOLUME. • DEVOTE ONE STAFF WITH EXCELLENT COMMUNICATION SKILL ARABIC AND ENGLISH FOR THE PATIENT AS A PATIENT CARE COORDINATOR. • CONSTANTLY IMPROVE THE QUALITY OF SERVICE.
  31. 31. PERCIEVED SERVICE QUALITY • WAS THE DOCTOR WAS POLITE? • THE DOCTOR ADEQUATELY EXPLAINED MY CONDITIONS,EXAMINATION RESULTS AND TREATMENT PROCESS. • THE DOCTOR ALLOWED ME TO ASK MANY QUESTIONS ENOUGH TO CLARIFY EVERYTHING. • THE DOCTOR PAID ENOUGH CONSIDERATION TO MY CONCERNS FOR DECIDING MEDICAL PROCEDURES AND MADE ME COMFORTABLE. • HOSPITAL STAFF WERE FRIENDLY AND POLITE. • MANY OF THE DOUBTS WHICH STILL REMAINS UNCLEAR CAN BE SOLVED BY PROPER COUNSELING BY THE PHARMACIST
  32. 32. THE ROLE OF PHARMACIST FOR VALUE ADDED SERVICES • LIKE MEDICATION COUNSELLING ……….. • WHEN TO TAKE? HOW TO TAKE? HOW OFTEN TO TAKE? THE NECESSITY OF COMPLETING THE COURSE OF AN ANTIBIOTIC. • RESTRICTION OF DIET IF ANY ALONG WITH THE MEDICATION. • STORAGE OF MEDICINES THE TEMPERATURE NEEDED FOR SAFE STORAGE ETC. • WHAT IF A DOSE IS MISSED SPECIALLY IN CASE OF DIABETES AND HYPERTENSION. • GREETINGS FOR MEETING & PARTING SALUTATION , WISHING FOR THE RECOVERY OF THEIR GOOD HEALTH. • REFILL INFORMATION.
  33. 33. QUALITY OF SERVICE • WARM WELCOME AT RECEPTION. • NURSING STAFF TRIED TO HELP AS MUCH AS THEY COULD. • THE PROCEDURE OF THE LAB TEST WAS CONVENIENT AND QUICK. • PROPER CLEANLINESS AND HYGIENE MAINTAINED IN THE HOSPITAL PREMISES. • THE PROCESS OF APPOINTMENT, PAYMENT AND OTHER SERVICES WERE SIMPLE AND HASSLE FREE. • NO LONG WAITING PERIOD FOR THE CONSULTAION BY THE DOCTORS. • IT WAS EASY TO USE AMENITIES CAFETERIA, PUBLIC TELEPHONE ETC IN THE HOSPITAL.
  34. 34. THE SEVEN P’S OF THE SERVICE MARKETING 1. PRODUCT/SERVICE 2. PRICE 3. PROMOTION 4. PLACE 5. PROCESS 6. PEOPLE 7. PHYSICAL EVIDENCE
  35. 35. PRODUCT/SERVICE • THE MOST IMPORTANT MARKETING MIX. • A BUNDLE OF UTILITIES OFFERED TO CUSTOMERS @ OF PROFIT. • MAY BE TANGIBLE IN CASE OF PRODUCT BUT SERVICES ARE INTANGIBLE. • THE UNIQUE SELLING PROPOSITION OF YOUR PRODUCT OR SERVICE.
  36. 36. PRICING • PRICING PLAYS A CRUCIAL ROLE IN THE SUCCESS OF ANY PRODUCT/SERVICES. • ESPECIALY CATERING TO THE CUSTOMERS OF LOW/MEDIOCRE SCIOECONOMIC STATUS. • WE HAVE TO STRIKE A BALANCE BETWEEN OVER PRICING AND UNDERPRICING. • BURAIMI IS A HIGHLY PRICE SENSITIVE MARKET. • MAJORITY OF THE CUSTOMERS ASK FOR THE PRICE BEFORE THE MEDICINES ARE DISPENSED.
  37. 37. PRMOTION (ADVERTISEMENT) “AIDAS” THEORY • PROMOTION CALL FOR FREE APPOINTMENT BETWEEN ……… PAY ONLY MEDICATION COST. • WHAT IS ADVERTISED IS SOLD. • ADVERTISEMENT IS A NECESSARY EVIL. • INFORMING ABOUT THE PRODUCT OR SERVICES TO THE PEOPLE TO AVAIL THE BENEFITS. WHAT IS THE RIGHT CHANNEL? WORD OF MOUTH (WOM) CAN BE AN IMPORTANT AND EFFECTIVE CHANNEL FOR LOCAL MARKET LIKE BURAIMI. ELECTRONIC, PRINT MEDIA OR ANY OTHER……. MEDICAL CAMPS, FREE CHECK UPS IN SCHOOL .
  38. 38. EDUCATING PEOPLE FOR PROMOTION • HEALTH DAY APRIL 7TH • WORLD AIDS DAY DECEMBER 1ST • DIABETES DAY NOVEMBER 14TH • WORLD HEART DAY SEPTEMBER 26TH • MALARIA DAY APRIL 25TH • NO TOBACCO DAY MAY 31ST
  39. 39. PLACE • WHERE TO PROMOTE IN ORDER TO REACH THE MASSES? • IS PRINT MEDIA OK HOW MANY FAMILIES IN OMAN GO FOR NEWSPAPER OR READ HANDOUTS. • OR CHOOSING ELECTRONIC MEDIA WOULD BE A BETTER OPTION FOR THIS. • HOW ABOUT PUTTING UP A BILLBOARD OF YAS MEDICAL CENTER AT A PRIME ROUNDABOUT. OR NEAR A SHOPPING MALL? • ANALYSIS NEEDS TO BE DONE BEFORE TAKING A DECISION. • SO PLACING YOUR PRODUCT/SERVICE IS V.IMP.
  40. 40. PROCESS • A SMOOTH OR HASSLE FREE PROCESS IS THE KEY • ACCORDING TO A RESEARCH A DISSATISFIED CUSTOMERS ON AN AVERAGE CONVEYS HIS MESSAGE TO AT LEAST15 PERSONS. • WHEREAS A SATISFIED CUSTOMER SHARES HIS/HER EXPERIENCE WITH 8-9 PERSONS ONLY. • PROCESS OF DELIVERING A HIGH QUALITY SERVICE IS A MUST. • MAC DONALDS HAVE CASH COUNTER AND DELIVERY COUNTER SIDE BY SIDE • WHY??????? • IN PRIVATE FIRMS/BANKS THE PROCESS IS QUITE SMOOTH WHICH MAKES THE CUSTOMERS HAPPY.
  41. 41. PEOPLE • A HIGHLY MOTIVATED TEAM OF STAFF PLAYS A VITAL ROLE IN THE SUCCESS OF ANY ORGANSATION. • SYSTEM AND MACHINES ARE OPERATED BY……. • NO MATTER HOW ADVANCE THE EQUIPMENT OR SOFTWARE IS BUT WITHOUT A QUALITY HUMAN RESOURCE ANY OTHER RESOURCE IS JUST A LIABILITY. • TIMELY TRAINING ON THE ETIQUETES OF CUSTOMER SERVICE. CUSTOMER RELATIONSHIP MANAGEMENT IS RECOMMENDED. • RIGHT STAFF AT RIGHT PLACE WITH RIGHT TRAINING AT RIGHT TIME.
  42. 42. PEOPLE.. • PROPER HANDLING OF THE CUSTOMERS GRIEVANCES. • AT LEAST A MEETING TO DISCUSS THEIR ISSUES WITH THE DEPARTMENT HEADS ONCE IN A QUARTER IS MUST. • THE RESPECTIVE HEADS OF THE DEPARTMENT CAN DISCUSS AND PROPOSE SOLUTIONS TO THE TOP THE MANAGEMENT.
  43. 43. PHYSICAL EVIDENCE • CREATION OF AN ELEMENT BY WHICH CUSTOMER BELIEVE THAT YAS SERVICES ARE BENEFITIAL TO ME. MAKING THEM HAVE A FEEL OF THE PRDUCT OR SERVICES.
  44. 44. IMPLEMENTATION • AFTER CHALKING OUT THE PLAN & APPROPRIATE STRATEGY IT IS THE TIME TO IMPLMENT IT. • COMMUNITY ACTIVITIES CONTINUING MEDICAL EDUCATION ( CME) • NEWSLETTER • REFERRALS • WEBSITE • OTHER ACTIVITIES
  45. 45. POST IMPLEMENTATION EVALUATION • ONCE IMPLEMENTED THERE HAS TO BE AN EVALUATION AFTER IMPLEMENTATION IN ORDER TO ASSESS THE PERFORMANCE AND SHORTCOMINGS IF ANY. • WHAT IS THE INCREASE IN NO OF PATIENTS? • INREASE IN THE MARGIN OF PROFIT? • RESPONSE OF AN ADVERTISEMENT?
  46. 46. REFERENCES • “FUNDAMENTALS OF MANAGEMENT” 5TH EDITION BY STPHEN P.ROBBINS & DAVID A DECENZO. • “PRINCIPLES OF MARKETING” BY PROF.PHILIP KOTLER 12TH Edition. • “AMERICAN MARKETING ASSOCIATION” • “COUNT YOUR CHICKENS BEFORE THEY HATCH” BY PROFESSOR ARINDAM CHOUDHARY ,IIPM NEW DELHI.
  47. 47. !!!!!!!!THOUGHT OF THE DAY!!!!!!!! “ Be like rose which yields perfume even to the hands which crushes it” THANK YOU

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