Marketing Plan for Multi Diagnostic Center

1. Prepared By: Mr. Sameer Shinde
Course Program : Executive Post Graduate
Diploma in Hospital Administration
Planning the Marketing of Multi-Diagnostic Center

2. HI.Tech Diagnostic Center

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. Motto: Our care your health
Reliable
Responsible
Prevention
Technology
Driven
National
Presence

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. 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. 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. Marketing Strategy
Identify
Patients
needs
Develop
new
services
Satisfy
patients

9. Market Research.!!!!
1. Find a gap in the market
2. Define ideal customer
3. Research the competitors
4. SWOT Analysis

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. 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. 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. 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. Marketing Technique
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical evidence

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. 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. 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. 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. 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. 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. 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. 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. 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. 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.  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. 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. • 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. 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. 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.  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. 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. 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. 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