Planning & Marketing for 300 bedded Corporate Hospital

PRESENTED BY : DR.PRPYANKA R.PHONDE EMBA-HEALTHCARE MANAGEMENT KHARGHAR BATCH ROLL NO.-KHR2011EMBAHC5P007

What is Marketing of a Hospital

Satisfy patients

Develop new services Identify Patients needs

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 stages of 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 Secret Build Relationship

Promotion of a hospital Marketing

Quality of treatment
Word of mouth Medical camps

Medical tourism
Major surgeries Social networking

Core Concepts of Marketing of hospital

Needs, wants demands

Products

Utility, Value & Satisfaction

Hospitals

Marketing & Marketers

Exchange, Transaction Relationships

External Marketing Environment

External Environment is not controllable
Demographics Social Change Ever-Changing Marketplace

Product Distribution Promotion Price of A hospital

Physical / Natural PUBLIC Competition

Economic Conditions

Target Market
Political & Legal Factors Technology
Environmental Scanning

Effective Marketing Techniques

Public speech and Relations

Demonstration

Marketing Techniques

Advertisement of Hospital equipments and Doctors profile

Media interview on hospital and healthcare

Demonstration

Majestic view of Hospital to public

Mindset of people for the hospital

Cardboard printing and circulation, pamphlet printing and circulation

Newspaper, Advertisement, Television, Radio, Internet mode of publicity

Notice distribution,Poster display and affixing ect.

Hospital for what popularity

Public speech and relations

This can be done through the expert committee consisting of the doctors 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

Doctors 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 Gods 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 GPs Clientele

Organize CMEs 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 clinic 2. JCI Accreditation 3. Tertiary care services 4. Multinational nursing team 5. International services

Activities of the Marketing Department Phase One Facilitate corporate tieups for both inpatient and outpatient, Health checkup tieups and Credit client service Phase two maintaining the existing tieups 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 valueadded 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 doesnt 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. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

12.
13. 14. 15. 16. 17. 18. 19. 20. 21.

Write welcome letters and call new staff Encourage staff with signage such as, through these doors walk greatest staff Recognize newcomers as buddies, and assign them mentors Develop a robust orientation program for staff and families Create pride cards based on what makes staff proud Implement an employee of the day award Start a rumor or complaint line for patients and staff Go on endless management rounds Create professional development opportunities for employees Give out best attendance awards Create strong family wellness and fitness programs for staff and their families Develop walking challenges and circulate wellness newsletters Offer financial incentives to staff members who improve health Assign staff brand ambassadors Provide GED classes and scholarships for hospital staff members Put on glad youre here one-year events Open an employee hardship fund Offer first time homeowner forgivable loans Recruit, retain, market aggressively, promote and elevate physicians Offer endless options for physician retention Connect physicians and their families with mentors at the center of the story

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

14.
15. 16. 17. 18. 19. 20. 21.

Research; ask questions; relish data; be totally frank Reinvigorate, engage leaders be champions of change Align strategically: Employ, affiliate, partner and integrate physicians Host networking events and dinners for physicians Meld the personal with professional Identify ways to make employees lives easier Collaborate in best-practice medicine Create future task forces in each physician specialty Showcase the hospital using multiple media Use benchmark data to persuade, not punish physicians Rethink hospitals communication strategy with physicians Develop a physician navigator program Establish physician e-communities and women MD networks Put on check the pulse sessions and open forums with physicians and employees Market to physician office staffers, physician who are significant referral sources Promote the hospital in physician practice reception areas and exam rooms Engage referral services; offer same day scheduling Promote languages, reduce accents and improve speech Offer free screenings and complimentary physician visits for patients For physician integration and alignment, consider options beyond employment Produce quality videos that market hospitals brand, keeping physicians and patients

Healthcare Marketing: How to Resurrect a Brand

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

Total Turnover
Others 7% Labs & Diagnostics 12%

Hospitals & NH
Pharma & Supplies 20% 40%

Allopathic Doctors 22%

Marketing of a Hospital
STATE/ GOI PHARMA MEDICAL SOFTWARE INDUSTRY MEDICAL/ HEALTH INSURANCE

MEDICAL TOURISM
HOSPITALS, NURSING HOMES, CLINICS, LABS

NUTRITION INDUSTRY MEDICAL EQUIPMENT

TPA

TRANSPORT

MEDICAL, NURSING, DENTAL, PHARMA COLLEGES

POPULATION GERAITRIC , PAEDIATRIC

Priorities for Marketing of Hospital

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

7 Ps of Marketing of Hospital

THANK YOU