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Prepared By: Mr. Sameer Shinde
Course Program : Executive Post Graduate
Diploma in Hospital Administration
Planning the Ma...
HI.Tech Diagnostic Center
Our mission is to provide quality
services in healthcare and diagnostic
industry by introducing path breaking
technologies...
Motto: Our care your health
Reliable
Responsible
Prevention
Technology
Driven
National
Presence
About Us Present Scenario
 Today, Hi Tech Diagnostic Center is one of the upcoming leading health
care centers in Vashi N...
Planning stage: Identify Location
 Hi Tech Diagnostic Center, is one of the upcoming clinical laboratories
and diagnostic...
Demographical Data
Population increase in Navi Mumbai Sex Ratio ( M:F)
Zone Name Population in
2010
Population
Increase in...
Marketing Strategy
Identify
Patients
needs
Develop
new
services
Satisfy
patients
Market Research.!!!!
1. Find a gap in the market
2. Define ideal customer
3. Research the competitors
4. SWOT Analysis
VARIABLES
 Identify the demographic and economic trends in target area.
 Population growth
 Income levels
 Average age...
Find a gap in the Market
1. Lack of sophisticated diagnostic centre in the near by vicinity.
2. Few centre providing all s...
Define the Ideal Customer (Target customers)
Targeting:
1. Patients referred from general practitioner
2. Patients referre...
Try to identify Customers’ Motive:
WHY
YOU????
NEED KNOWLEDGE PREFRENCE JUSTIFY
Quality Services Accurate , Reliable Resul...
Marketing Technique
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical evidence
Research the Competitors
Direct / Indirect Competitors
• Equipments
• Medical staff
• Technicians
• Value added services t...
Services Offered
Radiology Blood Test Bone Densitometry
CT Scan
MRI
Digital X-Ray
Dental OPG
Ultrasound
Color Doppler
2-D ...
Health Check Up Packages & Consultations
 Annual Health Checkup Physician consultation
 Corporate Health Check up Cardio...
Pricing Rates of Tests
Sr. no. Name of test Cost
1 MRI 4500
2 CT scan 2200
3 Ultrasonography 600
4 Cardiology package 3000...
Calendar year discount plan for patient
Month Special Occasion Validity Period Applicable to Health Plan
Jan 26th January,...
Month Special Occasion Validity Period Applicable to Health Plan
June 19th June Fathers Day Validity period 14th
till 21st...
Health Infrastructure of City
Name of health services provider Number
Government hospital 4
Government sub center 18
Medic...
SWOT Analysis
Strengths Weakness
Edge over the competitors
Advance equipments (PET-CT, New in the market
3T MRI, Digital m...
Pre-Commissioning stage:(6 months prior
to the commissioning)
 Recruitment of medical staff (Radiologist,sonologist, Lab ...
Advertisement Promotion
 Spread the awareness in the community.
 Design an ADVERTISEMENT that sells.
What is there for p...
 Use of various promotional material
1. Physician Brochure highlighting the services
2. Patients Brochure/Direct mail pie...
Commissioning stage:(At the time of
beginning)
o Make the inauguration a grand event with full media coverage
o Promotiona...
• Use of media and press release-
1.Advertisement in local and national newspaper, radio & tv station
2.Use the health car...
Create a web site:
 User friendly & appealing
 Create a logo
 Picture gallery
 Latest Updates
 Locations
 Details of...
Post Commissioning stage
Make an
achievable plan
Be clear
about
goals
Create a
through long
term plan
Always
know what
we ...
 Face to face meetings with potential referrers( most effective referral building tactics) and provide
them the thorough ...
Corporate Promotion
 Have many corporate tie ups
 Provide quick service and special facilities to corporate.
 Better pa...
Value added services to customers
 Make the registration procedure simple
 Online registration
 Keep the waiting time m...
Viral Marketing
 Information desk to take the enquires
 Arrangements for serious cases
 Provisional reports(Via E-MAIL ...
Marketing Plan for Multi Diagnostic Center
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Marketing Plan for Multi Diagnostic Center

Marketing Plan for Multi Diagnostic Center

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Marketing Plan for Multi Diagnostic Center

  1. 1. Prepared By: Mr. Sameer Shinde Course Program : Executive Post Graduate Diploma in Hospital Administration Planning the Marketing of Multi-Diagnostic Center
  2. 2. HI.Tech Diagnostic Center
  3. 3. Our mission is to provide quality services in healthcare and diagnostic industry by introducing path breaking technologies and maintaining the utmost objectivity, integrity & the highest scientific standards of quality and accuracy. To introduce innovative and high tech equipment providing better diagnostic service and prevention of diseases with emphasis on R&D playing a vital role towards making us responsible and reliable global.
  4. 4. Motto: Our care your health Reliable Responsible Prevention Technology Driven National Presence
  5. 5. About Us Present Scenario  Today, Hi Tech Diagnostic Center is one of the upcoming leading health care centers in Vashi Navi Mumbai , with state-of-the-art equipments and facilities matching global standards.  The sophisticated new diagnostic complex of Hi Tech Diagnostic Center, located near the NMSA Sports Club, has set a new definition in health care and diagnosis services in Vashi. A sprawling 10,000 sq. ft., spread out in three floors, offers testing facilities in the fields of Endocrinology, Bio-chemistry, Hematology, Radiology, etc.  Hi Tech Diagnostic Center has also revolutionized the way of delivering test reports. With our new online reporting system, customers can directly login to our website and get their test reports, from the comforts of their home or office. Our mobile Home Visit unit offers the convenience of getting your routine blood tests done, without even stepping out of your home. Give us a call and we will be at your door step,, to collect lab specimen from you.
  6. 6. Planning stage: Identify Location  Hi Tech Diagnostic Center, is one of the upcoming clinical laboratories and diagnostic centers, in Vashi, and has plans to widen the network of laboratories in CBD , Nerul, Turbhe, Koparkhairane & Airoli .Our diagnostic laboratories are equipped with the latest testing devices under professionally qualified and experienced technicians.  For convenience and easy access to our center, we have our branches in most prominent locations. Please see the branch nearest to you, for your health checkups.  Main Branch: Hi. Tech Diagnostic Center Sector- 4 , Opposite Scared Heart High School, Near NMSA Sports Club -400703
  7. 7. Demographical Data Population increase in Navi Mumbai Sex Ratio ( M:F) Zone Name Population in 2010 Population Increase in 2014 A Belapur 73069 139561 B Nerul 116842 258220 C Vashi 117600 305760 D Turbhe 102569 256422 E Koparkhaira ne 104296 217951 F Airoli 76889 134555
  8. 8. Marketing Strategy Identify Patients needs Develop new services Satisfy patients
  9. 9. Market Research.!!!! 1. Find a gap in the market 2. Define ideal customer 3. Research the competitors 4. SWOT Analysis
  10. 10. VARIABLES  Identify the demographic and economic trends in target area.  Population growth  Income levels  Average age  Occupation  Lifestyle  Number of hospitals and private practitioners  Competitor's analysis  Customer’s need analysis  Growth of other industries  Current insurance reimbursement rates
  11. 11. Find a gap in the Market 1. Lack of sophisticated diagnostic centre in the near by vicinity. 2. Few centre providing all services under one roof. 3. Shortage of staff 4. Technicians not trained enough 5. Customer survey shows the need of high tech diagnostic centre at one place. 6. Lack of infrastructure 7. More waiting time 8. Delayed reports
  12. 12. Define the Ideal Customer (Target customers) Targeting: 1. Patients referred from general practitioner 2. Patients referred from the near by hospitals 3. Patients directly coming to the centre 4. Third party patients(insured) 5. Corporate (regular check ups) 6. Different age groups 7. Middle and higher income class patients The time we spend on clearly defining the ideal customer is never a waste.
  13. 13. Try to identify Customers’ Motive: WHY YOU???? NEED KNOWLEDGE PREFRENCE JUSTIFY Quality Services Accurate , Reliable Results Time saving Affordable price Benefits to insured patients Better packages to company patients Personal Attention Courteous Behavior Cleanliness Good Coordination Cooperation among the Staff Discipline Communication & Information Transparency in charges and procedures
  14. 14. Marketing Technique 1. Product 2. Price 3. Place 4. Promotion 5. People 6. Process 7. Physical evidence
  15. 15. Research the Competitors Direct / Indirect Competitors • Equipments • Medical staff • Technicians • Value added services to customers • Price structure • Packages offered • Company tie ups  Insurance company tie ups  Create a rough guide for each of your key competitors.  Set up a Google alert for each of your competitors. Then we’ll get an email every time they appear on the internet or they update their website
  16. 16. Services Offered Radiology Blood Test Bone Densitometry CT Scan MRI Digital X-Ray Dental OPG Ultrasound Color Doppler 2-D Echo ECG Blood Test: Hematology, Biochemistry, Immunology Serological test DEXA Eye test & Lens Trial Skin & Hair Treatments Spirometry Audiometric & Hearing Aid Trial Lung Function Test Other Services Weight reduction program Diet & Nutrition Advice Family Planning Advice Lifestyle Modification Advice Home Health care ( Blood collection & nursing care) Minor surgery and day care procedures Cosmetic services & Procedures
  17. 17. Health Check Up Packages & Consultations  Annual Health Checkup Physician consultation  Corporate Health Check up Cardiology consultation  Pre employment check up Endocrinology consultation  Pre Operative Medical check up ENT consultation  Healthy Heart check up Surgical consultation  Check up for women Gynecology consultation  Senior Citizen check up Ophthalmic consultation  Children check up Dental consultation  Cancer check up Nurition & Diet care  Diabetes check up Cosmetology and Dermatologist
  18. 18. Pricing Rates of Tests Sr. no. Name of test Cost 1 MRI 4500 2 CT scan 2200 3 Ultrasonography 600 4 Cardiology package 3000-30000 5 Neurology package 6000-30000 6 Nephrology 3000-10000 7 Endocrine 2000-8000 8 Genetic package 3000-8000 9 Obstetrics and gynecology 600-4000 10 Dermatology 500-5000 11 Cytology 300-2000 • Diagnostic center is certified by NABL
  19. 19. Calendar year discount plan for patient Month Special Occasion Validity Period Applicable to Health Plan Jan 26th January, Republic Day Validity Period 23rd – 29th January All Maharashtra 10% Discount on all our Health Plans Feb 14th Feb, Valentines Day Validity period: 11- 17th Feb All Couples 10% discount Mar 8th March, Wife’s Day Validity Period 5th – 11th March All wives 10% Discount on all our Woman's Health Plans April 7th April World Health Day Validity period 3rd till 9th April For All 10% Discount on all our health plans may 8th May Mothers Day Validity period 4th till 11th May For All Mothers Woman's Health Plan available at a discount of 10%
  20. 20. Month Special Occasion Validity Period Applicable to Health Plan June 19th June Fathers Day Validity period 14th till 21st June For All Fathers One Health Plan available at a 10% discount July 25th July, Parents day Validity Period 22nd – 28th July All parents 10% Discount on all our Health Plans Aug 3rd August Friendship Day Validity period 1st till 7th Aug For 2 or more persons who form a group of friends 10% Discount on all Health Plans Sept 11th September Grandparents Day Validity period 7th till 14th September For All Grandparents cardiac plan available at a 10% discount Oct 3rd October World Family Day Validity period 1st till 8th Oct All families Woman's and Child's Health Plan available at a 10% discount Dec 1st December World AIDS Day Validity period 1st till 7th Dec Any person who wishes to undergo an AIDS test 10% Discount off from the regular rate for an AIDS test
  21. 21. Health Infrastructure of City Name of health services provider Number Government hospital 4 Government sub center 18 Medical college hospital 2 Medical college dental hospital 1 Medical college Ayurveda hospital 2 Medical college homeopathy hospital 3 Pvt. Hospital ( 100 bed) 5 Pvt. Hospital ( 50 bed) 100 Poly clinic 400 Poly clinic of other health professionals 600 Pathology lab. 8 Radiology lab. 4
  22. 22. SWOT Analysis Strengths Weakness Edge over the competitors Advance equipments (PET-CT, New in the market 3T MRI, Digital mammography) seeking better corporate tie up All imaging and pathology services setting competitive prices. under one roof Good infrastructure and better services Opportunities Threats Technological advances Equipment breakdown, AMC equipment upgrade Cash flow change in the insurance obsolete equipments reimbursement trends employee turnover, Attrition rates shift in demographics
  23. 23. Pre-Commissioning stage:(6 months prior to the commissioning)  Recruitment of medical staff (Radiologist,sonologist, Lab technicians, nurses, receptionist, supervisor, housekeeping.  Proper training of the staff.  Set the prices of the services  Prepare the wellness packages  Create a survey to know the trend of referrals. The diagnostic centers where physicians referring cases the most and reasons for the same.  Make aware the physicians , front staff of clinics ,hospitals ( Nurses and support staff) of diagnostic centre by sharing the literature of diagnostic centre with them.  Publicity campaign
  24. 24. Advertisement Promotion  Spread the awareness in the community.  Design an ADVERTISEMENT that sells. What is there for patients ???????? Promote the benefits of diagnostic centre ,not the features Benefits are emotional/features are factual Features Open bore MRI(3T) PET-CT Benefits •Improve patient comfort •Shorter image time •Clear image quality
  25. 25.  Use of various promotional material 1. Physician Brochure highlighting the services 2. Patients Brochure/Direct mail pieces educating consumers about specific radiology examinations 3. Visiting cards ( Contact information, hours of operation and direction to the centre.)  Print advertisement.
  26. 26. Commissioning stage:(At the time of beginning) o Make the inauguration a grand event with full media coverage o Promotional activities: Advertisement- Simple, emotional ,memorable slogan, make it everywhere. Don’t throw the money away by promoting services to everybody: focus your efforts on people who are ready to avail the services.
  27. 27. • Use of media and press release- 1.Advertisement in local and national newspaper, radio & tv station 2.Use the health care magazines and news paper to publish the articles about the services and technology that you have. 3.Make them newsworthy by connecting with some local concern.eg Digital mammography & Breast cancer 4.Invite reporters to the facility .(press conference)  Write Email newsletter to physician and customers  Offer preventive check up plans- Blood sugar test  Make people aware about sample collection at home.  Apply for the accreditation.
  28. 28. Create a web site:  User friendly & appealing  Create a logo  Picture gallery  Latest Updates  Locations  Details of services, packages, timings  Contact address and road map  Quick response to queries  Make the reports available online  Feedback from patient  Add a blog to the site  Make yourself visible in top five results  Keep the track of people visiting your website
  29. 29. Post Commissioning stage Make an achievable plan Be clear about goals Create a through long term plan Always know what we are doing Not all the customers are equal Do not afraid to adjust your approach
  30. 30.  Face to face meetings with potential referrers( most effective referral building tactics) and provide them the thorough introduction of diagnostic centre, including service line, clinical qualification, benefits to patients.  Provide them information on insurance reimbursement and coverage  Leave the referral form there and direction to the centre.  Distribute other promotional material(Brochure etc.)  Incentives to the physician and hospital on referrals By keeping the track on referrals made the source of maximum referrals can be identified. Here we can categorize our customers as. Major customers- Preferential treatment and exceptional service.(Corporate patients, insurance coverage) Regular customers-Make sure they get the good service. Ad-hoc customers-visit the centre every now and then, need not to give special services One off customer :Most unlikely to visit again
  31. 31. Corporate Promotion  Have many corporate tie ups  Provide quick service and special facilities to corporate.  Better packages for corporate at competitive prices.  Continuous feed back from the customers and correct the deficiencies.  Doctors should be keep updated new advancement at the centre, and discounts and preventive check up camps
  32. 32. Value added services to customers  Make the registration procedure simple  Online registration  Keep the waiting time minimum  Have a credit card and payment facility.  Female attendant to handle female patients.  Air conditioned waiting lounge  Drinking water, washroom facility
  33. 33. Viral Marketing  Information desk to take the enquires  Arrangements for serious cases  Provisional reports(Via E-MAIL to doctors and patients) so treatment can be started as early as possible  Attitude of the staff ,nurses and attendants  Small section for kids  Home sample collection  Snacks and breakfast

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