Report on

How to promote a diagnostic center

Submitted by
Kundan kamble
To the placement cell.

DIAGNOSTIC CENTRE
INTORDUCTION
Health care is gaining increasing importance in recent years. The concept of
health care is emerging from providing treatment to the diseased for
improvement of overall health status and also maintenance of good health. In
order to achieve the target of improving the health status of people in the
country, tremendous efforts are required to be made not only by the
government but also by the people. Diagnostics have a significant impact on
the quality of care provided:

detecting and diagnosing disease more rapidly and at an earlier stage,

even before symptoms occur,

determining disease risk earlier,

choosing more targeted, effective, and often less invasive treatments,

monitoring treatment to effectively manage chronic diseases,

Estimating patient prognosis.

MARKET POTENTIAL
It is in this perspective that development of health care assumes significant
importance. New challenges and new opportunities for investing in health
care i.e. in hospitals, diagnostic centers and nursing homes etc. have arisen.
Diagnostic centers have very good potential in upcoming cities, and towns.
A full-fledged diagnostic center will provide a comprehensive range of
services, the range of services are stated below:

Ultrasound
X-Ray
EMG
ECG, EEG Simple X-Ray/ Ski grams
Special X-Ray
Ultrasonography
Pathological Tests

MACHINERY AND EQUIPMENT

Spiral CT Scanner
Advanced MRI
Ultrasound
X-Ray with image intensifier
Advanced Cardiac cath lab.
EEG, ECG, LFT, EMG, Endoscopes,
Pathology lab items including auto-analyzer and other sundry
equipment.

In marketing promotion is one of the essential P among the four Ps.

Promotion of any product helps to create a potential market for that product.
It also helps in providing essential information of multiple aspect of the
product.
To promote a diagnostic center a documented marketing plan is the must. It
should involve careful examination of business environment, market
competition, situational analysis (SWOT), consumer analysis, marketing
strategy, marketing budget, performance analysis and evaluation.
Marketing strategy
Satisfy patients
Develop new services
Identify patients needs
To promote a diagnostic center first step is to conduct a market research with
respect to diagnostic centers. Market research helps to
i.
ii.
iii.
iv.

Find a gap in the market

Define ideal customer
Research the competitors
SWOT analysis

Promotion activity will include

a) Providing complete information with respect to the services offered at
the diagnostic center.
b) Making the customer aware of various health checkup plans and
packages and consultation.

c)
d)
e)
f)
g)
h)

In addition the diagnostic center will also provide a special offer

every year, i.e. calendar year discount plan for patients.
Advertisement in the local and national newspaper, radio and TV
stations.
Use the health care magazine and news paper to publish articles about
the services and technology that the diagnostic center have.
Write email newsletter to physician and customers
Offer preventive check-up plan blood sugar test
Make people aware about the sample collection at home