planning the marketing for 300 bedded corporate hospital

Planning & Marketing for 300 bedded

Corporate Hospital

PRESENTED BY :DR.PRPYANKA R.PHONDEEMBA-HEALTHCARE MANAGEMENT KHARGHAR BATCHROLL NO.-KHR2011EMBAHC5P007

What is Marketing of a Hospital

Identify Patients needs

Develop new service

s

Satisfy patien

ts

Patient Expectations• Good Medical

Care• Good Nursing

Care• Less Waiting Time• Excellent

Hospitality• Personal Attention• Courteous

Behavior• Affordable

Charges

• Cleanliness• Good

Coordination • Cooperation

among the Staff• Discipline• Communication &

Information• Transparency in

charges and procedures

Marketing change at various stagesof growth of a hospital

• When a hospital is new, it markets itself for bed occupancy.

• When it has attained a stage wherein it has reached reasonably good patient flow, marketing will then change focus to enhancing visibility, quality of service and brand building.

Role Of Marketer in Healthcare Industry

Variables include Patient The Physicians The employer The conflicting role of Physicians Lack of knowledge of the relationship between

many healthcare services and their personal needs

Present Era SecretBuild Relationship

Promotion of a hospital Marketing

Quality of treatment

Word of mouth

Medical camps

Medical tourism

Major surgeries

Social networking

7

Core Concepts of Marketing of hospital

Needs, wantsdemands

Hospitals Marketing &Marketers

Utility, Value &Satisfaction

Exchange, TransactionRelationships

Products

8

DemographicsDemographics

SocialChangeSocial

Change

EconomicConditionsEconomicConditions

Political & Legal FactorsPolitical &

Legal Factors

TechnologyTechnology

CompetitionCompetition

EnvironmentalScanning

EnvironmentalScanning

Target Market

ProductDistributionPromotion

Price ofA hospital

ProductDistributionPromotion

Price ofA hospital

External Environment is not controllable

External Environment is not controllable Ever-Changing

MarketplaceEver-Changing

Marketplace

External Marketing Environment

Physical / Natural

PUBLIC

Effective Marketing TechniquesPublic speech and Relations

Advertisement of Hospital equipments and Doctor’s profile

Media interview on hospital and healthcare

Marketing Techniques

DemonstrationMajestic view of Hospital to public

Hospital for what popularity

Notice distribution,

Poster display and affixing ect.

Cardboard printing and circulation, pamphlet

printing and circulation

Newspaper, Advertisement,

Television,Radio, Internet

mode of publicity

Min

dse

t of

peop

le f

or

the h

osp

ital

Public speech and relations

•This can be done through the expert committee consisting of the doctor’s team or the team trained to explain the various updates

•This process would enhance the relationship between the doctors, hospitals and the patients

Advertisement of the hospital equipments

Doctor’s profile

• It is important to explain the public or make them aware that your hospital is equipped with modern equipments and technologies in order to ensure that they are better than competitors and or par with the International standards and quality consciousness.

• Only in the Medical profession the name and the fame of the doctors profile is considered as equivalency of the God’s grace

Media interview on Hospital and Healthcare•These are primary concern about the

marketing system and techniques of corporate hospital

•It involves large no. of people watching all over the world & clarifying their doubts.

Building a health facility

Marketing an hospital starts from the structure of the building housing the facility. The architectural drawings must take cognizance of the nature of hospital and hospital business. The design must take note of important features like:

• 1)car park• 2 )Ambulance point• 3) Emergency management• 4)security posts• 5) Reception area• 6) Medical records unit• 7) Consulting rooms• 8) Laboratory and other diagnosis centre• 9) Wards accounting to sizes• 10) Isolation wards• 11) Theaters and Labor rooms• 12) Administration and accounts offices• 13)Conveniences for male and female visitors and patients.• 14)Rest rooms for Nurses and Doctors• 15) provision for other Services.• 16)Location of incinerator

Corporate Planning

Evaluate & Analyze existing tariff of the hospitals with respect to IPD, OPD & Diagnostic facility to be offered to corporate.

Understand and workout what maximum discount to be offered to the corporate.

Develop Policy for Terms of payments. Customize packages as per the need of the

corporate. Finalize the proposal format for the corporate Appoint corporate coordinator for one point of

contact for hospital Develop corporate communication Relationship building with the corporate as retention

strategy Organize corporate events

TRADE

▫ Define the catchment area of the hospital

▫Implement the referral policy

▫Develop the General Practitioner database

▫Follow-up schedules by the sales .

▫Need gap analysis for GP’s Clientele

▫Organize CME’s periodically

BRAND COMMUNICATION & INTEGRATED MARKETING COMMUNICATION

• Establish Brand Communication & Integrated Marketing Communication for the Hospital in designing of

▫Service Booklet▫ Information Leaflet▫Doctors Profile▫Logo Design▫Letter Head ▫All marketing Collaterals-Banners etc..▫Visiting Cards▫Reports / Envelopes▫Doctors letter / prescription pads▫Signage of the Hospital

WEBSITE DESIGNING

Website Development & Maintenance for the Hospital

▫Designing of the website▫Hosting of the website▫Domain Registration▫Flash / Graphical representation▫Content Development▫Layout designing▫Maintenance of website▫Interactive web content▫Networking website▫Social Media and marketing

TELEMARKETING & CALL MANAGEMENT INFORMATION SYSTEM

• Establish Telemarketing and Call Centre support:

▫ Manage call centre on day to

day basis▫ Educate and train the entire

staff on the various service mix

▫ Establish strong information dissemination centralize centre

▫ Develop database marketing ▫ Direct Mailer and promotional

campaign

• MIS support:

▫ Service wise Monthly reports

▫ Marketing reports▫ Activity reports▫ Analysis of the trends ▫ Marketing Strategies▫ Implementation & Audit

report▫ Allocating Budget

Local Market International Market

• A. Contracted patients.

• B. Local insurance companies.

• C. Out-of-pocket patients.

• It starts by Research to study the culture , population commonest diseases , the available healthcare services and the needs

• Stress on :1. Affiliation with clinic2. JCI Accreditation3. Tertiary care services4. Multinational nursing

team5. International services

Activities of the MarketingDepartment

Phase One• Facilitate corporate tie‐ups for both

inpatient and outpatient,• Health check‐up tie‐ups and• Credit client servicePhase two•maintaining the existing tie‐ups and•renewing contracts,•maintaining communication channels.

HOW ?

• The hospital organizes conferences, seminars, workshops, exhibitions, etc which would include all event management activities both within the hospital premises and at venues other than the hospital.

• Publication, brochures, patient information material, corporate film, website , press and media relations, VIP and visitor hospital tour and conduct patient satisfaction evaluation.

For International Market• Hospital should provide

value-added services such as transfers, hotel reservations and airline ticketing,

• Presenting a good quality of service at an a affordable price will make these patients the best ‘sales managers’ once they return to their home countries

The Marketing department

The marketing department of an hospital is an ancillary to the core medical services. The Job of the department include:

• 1) Identify the services available in the hospital. This will include the specialties and sub specialties.

• 2) Identify the customers of the hospital. There are four categories:• a) Private patients• b) Retainer ships• c) Health Insurance Patients• d) Complimentary patients.• 4) Segment patient base from information in their medical records.• 5) Understand the terms of the relationship with each retainer and HMO and ensure compliance

by all.• 6) Liaise with all retained organizations:• a) Send timely bills• b) payments• c) Increase attendance from retainers• d) Get feedback from patients• e) deal with inquiries pleasantly and professionally• f) attend to disputes from bills and other complaints• h) get authorization from retainers and HMOs whenever necessary• 7) Package hospital products and market same to the public.• 8) Create a good public image for the hospital• 9) Organize customer forums regularly by bringing your customers to meet specialist Doctors and

learn more about the hospital and available services.• 10) Do other assignments from management.

Four Strategies for Improving Patient Experience Eight Rules for Crisis Management

Marketing must take the lead in patient experience

• 1.Align promise with experience.

• 2. Start with first point of contact.

• 3. Improve staff communication

• 4. Improve the patient experience.

1. Develop a crisis communication plan. 

2. Know when to apologize. 

3. Stay true to your values. 4. Tell it first. 5. Tell it all. 6. Tell it yourself. 7. Get others to tell it. 8. Communication doesn’t

stop when the crisis has passed. 

Healthcare Marketing: Branding Matters!

•1. Strong healthcare brands control their own destinies

•2. A clear brand position aligns physicians and staff

•3. Brand tools ensure consistent communications

•4. Branding supports multichannel and social media initiatives

Healthcare Marketing: 42 Ideas for Building a Better Hospital Brand

1. Write welcome letters and call new staff2. Encourage staff with signage such as, “through

these doors walk greatest staff”3. Recognize newcomers as “buddies,” and assign

them mentors4. Develop a robust orientation program for staff and

families5. Create pride cards based on what makes staff

proud6. Implement an employee of the day award7. Start a rumor or complaint line for patients and

staff8. Go on “endless management rounds”9. Create professional development opportunities for

employees10. Give out best attendance awards11. Create strong family wellness and fitness programs

for staff and their families12. Develop walking challenges and circulate wellness

newsletters13. Offer financial incentives to staff members who

improve health14. Assign staff “brand ambassadors”15. Provide GED classes and scholarships for hospital

staff members16. Put on “glad you’re here” one-year events17. Open an employee hardship fund18. Offer first time homeowner forgivable loans19. Recruit, retain, market aggressively, promote and

elevate physicians20. Offer endless options for physician retention21. Connect physicians and their families with mentors

at the center of the story

1. Research; ask questions; relish data; be totally frank

2. Reinvigorate, engage leaders — be champions of change

3. Align strategically: Employ, affiliate, partner and integrate physicians

4. Host networking events and dinners for physicians

5. Meld the “personal with professional”

6. Identify ways to make employees’ lives easier

7. Collaborate in best-practice medicine

8. Create “future task forces” in each physician specialty

9. Showcase the hospital using multiple media

10. Use benchmark data to persuade, not punish physicians

11. Rethink hospital’s communication strategy with physicians

12. Develop a physician navigator program

13. Establish physician e-communities and women MD networks

14. Put on “check the pulse” sessions and open forums with physicians and employees

15. Market to physician office staffers, physician who are significant referral sources

16. Promote the hospital in physician practice reception areas and exam rooms

17. Engage referral services; offer same day scheduling

18. Promote languages, reduce accents and improve speech

19. Offer free screenings and complimentary physician visits for patients

20. For physician integration and alignment, consider options beyond employment

21. Produce quality videos that market hospital’s brand, keeping physicians and patients

Healthcare Marketing: How to Resurrect a Brand

•1.     Take responsibility•2.     Never Give Up•3.     Lead Strong•4.     Stay Relevant•5.     Keep Improving•6.     Build Equity•7.     Own Your Distinction

Total Turnover

Hospitals & NH

40%

Others7%

Labs &Diagnostics12%

Pharma & Supplies20%

Allopathic Doctors22%

Marketing of a Hospital

HOSPITALS, NURSING HOMES,

CLINICS, LABS

PHARMA

STATE/ GOI

MEDICAL SOFTWARE INDUSTRY

MEDICAL TOURISM MEDICAL/

HEALTH INSURANCE

NUTRITION INDUSTRY

TRANSPORT

POPULATIONGERAITRIC , PAEDIATRIC

MEDICAL, NURSING,

DENTAL, PHARMA COLLEGES

TPAMEDICAL

EQUIPMENT

Priorities for Marketing of Hospital

•Patient Satisfaction and Service•Physician Engagement and Satisfaction•Quality•Business Performance•Employee Satisfaction

7 P’s of Marketing of Hospital

THANK YOU