UN UNIVERSITY FOR PEACE

EUROPEAN CENTER FOR PEACE AND DEVELOPMENT

MARKETING COURSEWORK

TITLE: THE MARKETING PLAN FOR THE PRIVATE CARDIOSURGICAL HOSPITAL HEART IN GJAKOVA

CANDITATE :
DR.HAXHI AVDYLI
PRIZREN
JUN 2007

MENTOR
PROF DR.SINISA ZARIC

CONTENT
1.WHAT IS MARKETING
2.MARKETING PLAN FOR CARDIOSURGERY PLAN HEART
3.IMPLEMENTATION PLAN
4.EVENT
5.CONCLUSION
6.BIBLIOGRAPHY
1.WHAT IS MARKETING
Identifing the wants and needs of the consumer and coordinately create products or
services to satisfy these needs profitably and efficiently. 2- process of planning and
executing the conception, pricing, promotion, place (distribution), ideas, goals and
services to create exchanges that satisfy objectives.
HISTORY OF MARKETING: PHASE 1: This was the production-oriented period. There
were few products and many customers (demand * supply). As a result the focus of the
companies was on the transportation and distribution. PHASE 2: This was the sales
oriented period (50 years ago). The principle of this period was produce then sell or we
can say, sell no matter what. So in this environment the ads were lying. PHASE 3: This
was the marketing oriented period. As the ideology of this period was ask the main
question first which is WHAT DO THE PEOPLE WANT? This way is chartered by
being easy and cheaper. This was started by GENERAL ELECTRIC COMPANY.
TASKS OF THE MARKETING DEPARTMENT: 1. To discover, locate, measure. This
means that the marketing dept. has to discover what the people want and how they want it
and how much they want it (demand) This means mixing the information gathered in
task 1 and give a result, either produces or not. 3. Develop and implement a plan to make
these products or services available. I think that this is the most important this about
marketing as a good marketing plan means that tasks 1&2 are made right. USEFUL
CONCEPTS: A- COMPETITION: The big question here is WHAT IS Competition?
Well I think that whenever there is more than one person wants the same thing there is
competition. Completion is two types PRODUCT completion and CATECORY
competition. Product competition is the competition that occurs between substituted
products. Category competition is the competition that occurs between different products
but targets the same people. B- SEGMENTATION: Segmentation is the process that
divides the market in to smaller units that the company can survey effectively or we can
say that it is grouping the market in to TARGET ADUIENCE with similar characters and
needs. This part is important because it makes focusing on the people that the company
rely benefit from or target on. This were the 80%-20% rule jumps in to the subject as the
companys profit come from 20% of the target audience, so it is more correct to focus on
these people and not loosing them, this is easy with the right segmentation. CCOMPETITIVE ADVANTAGE: An advantage is the difference between to things. So
the competitive advantage is the difference between to competitive products. I think that
this advantage is the source of the commerce as trade is based on advantages. So to make
a position to your product you must have an advantage. Competitive advantage is two

types price & quality. Price advantage is delivering the same quality at a lower cost.
Quality advantage is delivering a better quality at the same cost. The quality advantage is
also called the marketing advantage. D-POSITIONING: Positioning is not a thing you do
with your product it is a thing you do with you consumer mind. Positioning is the space
or the image your product occupies in the prospects mind. It can also be defined as how
does the consumer see our product. The positioning gives the product its personality and
its image. E-FEATURES VS BENEFITS: A feature is a character while the benefit is the
added value that is obtained on using a product. So it is not correct to try to deliver a
massage that is feature oriented, as you rely sell the benefit not the feature. As an
example when you sell a lady an eye shadow, you are not selling the chemical
components, but you are selling the hope of being beautiful to this lady.
F-FEEDBACK: The meaning of the word is when you feed you must have a feedback.
This is the same as when you feed the market with product do not forget to have your
feedback because it is a tool of indication of corrections. As many mangers forget this
feedback, it is called THE FORGOTTEN ART. It also means the response or reaction
from the target audience, which is made by research. G-MARKETING MIX: Some call
the mix THE 4 PS and some call it THE 6 PS. This happened due to the difference
of looking to importance between marketers. v PEOPLE: who? It means to whom we are
talking. v PRODUCT: what? It means what are we going to give. v PLACE: where? It
means where are we going to give. (Distribution) v PACKAGE: what? v PRICE: How
much does our product should cost? v PROMOTION: Is the element that involves
policies and procedures related to {personal selling, advertising, publicity, and budget
and trade promotion.}? THE FIVE CS: 1. CUSTMER: find their needs listen to
them get their input early. 2. COMMUNICATION: thru promotion you can make the
consumer know your product. 3. CINVENIENCE: available package 4. COST: price
time usage 5. COMMUNITY: impact on the community (public relation) The 5 cs are
what we can say, the equation of marketing success. To be in marketing successful we
need to: find our consumers(patients), detect their needs, closed the loop and listen to
them, communicated with them, made our product (service) convenient and help full to
them, at a suitable cost and effects the community with the correct way.
2.MARKETING PLAN FOR HOSPITALHEART
Over the last decade or two, the advent of managed care and the rising cost of health care
have significantly changed the delivery of medical services .As reimbursements continue
to decrease and the cost of health care continues to increase, health plans will further shift
costs to the consumers, and thus patients will be more fiscally responsible for their own
health care. This will continue to force health care providers to compete for these limited
funds. This propelled the development of the field of health care marketing.
Marketing of such a service involves far more than simply advertising or promotion. In
the modern business world, marketing also encompasses product development, product
pricing, and product distribution.
The success of marketing a practice begins with a good marketing plan. This must occur
within the context of the financial and operational constraints of the practice. Such plans
have several key components, including a market analysis, a market strategy, an

implementation plan, and a follow-up process. The marketing plan is part of an overall
business plan. Thus, the components of a marketing plan must support the vision,
mission, and goals outlined in the business plan.
Mission. No matter what the industry, a business enterprise is only successful if its
owners know their customers. Stated differently, the market must be defined. The
practitioner of our hospital must ask, "Who buys the service that the practice sells?"
Physicians have traditionally considered their patients as their primary customers. For
today's physicians, however, the market can be segmented into additional groups of
customers. For a specialist, for example, both patients and referring physicians are
customers, as well as insurance providers. To be successful, the managers of of our
hospital must understand their markets and the needs of each category of customer.
. For an cardiologist considering starting a practice in a particular location, knowing why
any previous Cardiosurgery clinic failed in area is important. Did the physician depart
because the area was saturated with this type of specialist? Was the departure due to a
lack of patients? Was a personal reason unrelated to the business of practicing involved in
the decision to leave the market?
Market size ;In addition to becoming knowledgeable about the population of a practice
areaand the number of competitors already serving it
Market size may also be measured geographically. Questions to ask may include the
following:
From how wide an area can the physician expect to draw patients?
How difficult is it for patients to visit the practice site?
When analyzing a potential market, many other considerations must be taken into
account. The market of an Cardiosurgical hospital can be very broad (eg, a rapidly
growing new community in which the entire population is a potential market for patients)
or the market can be very narrow (eg, the potential market for a newly introduced
surgical procedure).
All businesses, including our physician practices, have weaknesses. Recognizing these
weaknesses and addressing them is particularly important. A weakness might be a
shortage of cash to provide growth to the practice in terms of purchasing new equipment
or opening a satellite clinic.
Opportunities and threats must also be defined. Opportunities vary widely, but all are
related to fulfilling some unmet market need. On the other hand, a common threat to
nearly all businesses, including physician practices, is the threat that a competitor might
move into the area. Any good market location is likely to already have competition
present. Cardiosurgeon should identify such competitors as part of a market analysis.
In the marketing strategy section of the physician's plan, goals are defined and plans are
devised to achieve these goals. Goals can be categorized according to whether they are
related to promotion, price, place, or product, and they can be categorized as short,
intermediate, or long term.
Message; No private medical practice (or any other business) succeeds if the potential
customers or patients do not know it exists. This is why early promotion goals are crucial

also for our new private cardiosurgical hospital. Promoting a practice might be
considered a euphemistic term for advertising, but promotion is essential for success.
Some examples of short-term promotional goals that I identified are as follows:
A goal for making contact with a certain number of potential referring physicians within
a specific time frame
A goal for a specific number of presentations to be given within a specific time frame
A goal for writing a particular number of articles for newspapers and magazines
A goal for setting up and implementing a free screening clinic session, such as hearing
screening for preschoolers
Networking is the most effective way for promoting nearly any type of personal service
business, especially professional services. This may include daily visits to inpatients in
the hospital or taking the extra effort to call referring doctors and inform them about their
patients that you are consulting on. Phone calls from referring doctors are a great
opportunity to market our services and should be answered or returned as soon as
possible. Letters to the primary care doctor is another method to market your service and
should be done in a professional, timely fashion.
All health care personnel in the community, especially nurses, should be seen as potential
marketing sources. Many of these individuals are on the front line of providing care to
patients and interaction with numerous physicians. They can promote your services if
they see you as a caring, hard-working, and accomplished physician. On the other hand,
if your interaction with other health care personnel is negative, this can hurt our image.
One can be seen as an excellent physician by the way you present yourself and interact
even if your results are not necessarily the best. It is thus the perception of reality that
matters and not reality itself.
Quality .The cardiosurgery product is the service he or she provides. A strategy focused
on the practitioner's product should definitely address quality. However, remember that
the consumer (patient)not the product producerjudges the quality. Patients judge
quality based on many nonmedical factors as well as the medical success of a treatment.
Nonmedical factors typically include parking, telephone answering, waiting room
ambiance, office cleanliness, courtesy, and waiting time.
Nonmedical factors .The our strategy must include a way to address these nonmedical
factors. For example, the practitioner might have a dress policy for the office (eg, all staff
members must wear clean and pressed uniforms at all times). Always having coffee
available for patients in the waiting room is another example. Some practitioners may
even go so far as to have a plate of pastries and a pitcher of orange juice in the waiting
room each morning. This is not unusual in other personal service industries. Improving
services requires creative thinking.
Location of one's practice is an important variable in marketing. I can conclude that
Hospital Heart have very good location and good building with enough space for such
activity.

A physician starting a practice should know where the potential patients are coming from.
Our location with easy access to a highway or major road is beneficial. Furthermore, easy
access may include being on a bus line
Clearly, promotion of a practice can be accomplished in many ways. However, as with
most personal service businesses, especially professional ones, networking is the most
effective method. Hence, personal appearances at hospital staff meetings and other
physician gatherings are important Gradual word-of-mouth praise from satisfied patients
also helps a practice grow. If a physician plans to directly target consumers with
magazine advertising, thought must be given to who buys and reads the magazines, thus
ensuring that the appropriate market segment is targeted.
3.IMPLEMENTATION PLAN
The best way to start the implementation phase is to list and prioritize goals. Goals should
be assigned to specific persons who are responsible for achieving them by specific dates.
Our private HospitalHeart might consider taking the following specific actions:
Decide which of the various media (eg, print, radio, Internet) to use for advertising, a day
to begin the advertising, and the length of time to run the advertisements before
determining the success of the campaign.
Choose an Internet consultant and determine a date to start a Web site that is used to
promote the service and, possibly, to communicate with patients.
We must set a deadline for writing a set of articles for newsletters, magazines, and
newspapers. We have to make a date to talk with the editors or publishers of these
publications.
Good idea is also publishing a newsletter or develop one online and send it to established
patients or to potential new patients.
Offer free samples of services (eg, free consultancy for children)
Consider sponsoring a children's sports team (eg, a football team or basketball team).
Identify potential marketing partnerships with companies that would benefit from a joint
promotional effort (eg, presentations on infections at a luncheon sponsored by an
antibiotic company).
4.EVENT:
Why : To inform all doctors in area about possibilities of treatment that offers our
Hospital and meantime to establish new cooperation with new potential referring
medical workers.Meet with or entertain potential referring doctors in meantime is
important to set up a lecture series for primary care physicians or residents.

Who: all potential referring and not referring medical and non medical workers with
whom we pretend te cooperate in patients treatment especially
doctors,cardiologists,pediatricians,surgeons,pharmaceutical suppliers but also nurses and
political structures of the region .Its very important this event to be presented by local
and national medias.
When : Best time is opening time where the event will be used and for informing and
presentation of conditions of Hospital.Send announcements about the opening for
hospital to potential referring doctors. .
Have an open-house and invite referring doctors.There must provided Lunch for all
visiting doctors.
Where :The event will be staged in Hospital
What : Its very interesting also to set up a lecture series for primary care physicians or
residents.
Issue one-page press releases to newspapers, radio stations, and TV news departments.
Speak at various local community organizations (eg, business firms, civic groups, service
organizations, church groups).
Meet with or entertain potential referring doctors and inviting them to visit all hospital
rooms .
Build a database of customers, including both referring doctors and patients, because
staying in touch with them is invaluable. The 80-20 rule applies here. Eighty percent of a
practitioner's patients are likely to come from 20% of that practitioner's referring doctors.
Give patients something to take home Some physicians actually give their patients copies
of the office visit progress notes.
Implement a regular system to contact new patients or patients who have undergone
procedures (eg, call the patient the day after the first office visit, call the patient the day
after a minor surgery procedure). An action such as this demonstrates that the physician
cares. For a particular impression, the physician makes the first call rather than a nurse.
Have coffee available in the waiting room (perhaps orange juice in the mornings). Have
the front office staff take a plate of cookies out to waiting patients and mingle with them
if the office schedule of visits gets backed up. This makes the patients who are waiting
feel like important guests in your office.
Surveys and MEASSURING.Equally important to a good business and marketing plan
are follow-up methods to assess what has worked and what has not. These actions can
perhaps be listed as actions that must be taken. Implementing actions that add no value to
the practice achieves very little. Similarly, the practitioner must know if the implemented
actions are costing more than they are bringing into the practice. Hence, the most
common variables to monitor are charges, collections, and net income from the financial
statements. However, many other variables should be tracked.
The best follow-up methods are those that objectively measure results of the physician's
efforts. Customer (patient) surveys can provide at least 2 important but different pieces of
information, including (1) feedback on the quality of the service provided and how it

might be improved and (2) feedback on cost-effectiveness(money) of different

promotions. If new patients are asked how they found out about the physician's practice
and not one states that a particular publication was the source, the practitioner should
certainly consider discontinuing that publication's promotion.
5.Conclusion
Health care marketing is a new field that will increasingly become important to the
everyday practitioner. This is a direct result of a health care environment that continues to
squeeze costs and will rely more on out-of-pocket payments by patients in the future.
Although many physicians do not see the delivery of health care as a business, in this day
and age one cannot ignore the fact that those who are not marketing themselves and their
practice will likely not maximize their revenue stream.
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