diagnostic lab services
TRANSCRIPT
-
7/27/2019 Diagnostic Lab Services
1/19
DIAGNOSTICLABSERVICES
-
7/27/2019 Diagnostic Lab Services
2/19
Launching a new diagnostic imaging center involves veryspecific requirements
and roadmaps, including five major areas of change thathave a
direct impact on planning:
Imaging and communication technology
Finances and reimbursement
Ownership structure of imaging entities Critical workforce shortages
First, planning must focus on the strategic level of any
organization.Think of all organizations as a triangle with three horizontal
levels strategic, managerial and operational.
The strategic level of decision-making is at the top of thetriangle, and here is where planning must take place
-
7/27/2019 Diagnostic Lab Services
3/19
THEREAREFIVEPLANNINGSTRATEGIES, WHICHMUST
HAVETHEEXPLICITGOALOFDEVELOPINGANDGROWING
THEIMAGINGCENTER. THEFIVESTRATEGIESARE:
Clinical and quality issues
Governance and administration
Technology Relationships
Marketing and business development
The best way to plan and implement these strategies
is to create work groups of radiologists,technologists, and administrative and support staff.
Once the group agrees on the strategy and tactic, ittakes responsibility forimplementation.
-
7/27/2019 Diagnostic Lab Services
4/19
MARKETING PLANNING
Process of making a documented marketing plan
Involves careful examination of business
environment, market competition, situational
analysis( SWOT), consumer analysis, marketing
strategy, marketing budget , performance
analysis and evaluation.
A plan for one to three years
Communicated to the relevant personnel
-
7/27/2019 Diagnostic Lab Services
5/19
EXECUTIVE SUMMARY
The marketing aims at achieving brand
leadership at the end of one year with target of
getting more then 200 patients per day per
centre. Market share in the areas would reach
upto 20 % during the first year.
The major marketing strategy is quality services
with precise results along with extensivepromotion during first four months and through
achieving best relations with the clients and
customers.
-
7/27/2019 Diagnostic Lab Services
6/19
Marketing Planning starts with the purpose of the
company-
Mission of Accurate diagnostics - Provide
reliable, timely , high quality, cost-effective andinnovative diagnostic services and information to
patients, physicians and other health care
providers for the benefit of the patient .
-
7/27/2019 Diagnostic Lab Services
7/19
STEPS
A team with its chief to carry out marketing .
1. Market research and analysis different for all
centres, consumer analysis, market competition,
client specifications, market segmentation,
situational analysis( SWOT)
Location - two centres in areas with most
demand for reliable blood tests, two focusing
upon imaging needs ( close to Ortho and
maternity clinics) , and one centre near medicalcollege
-
7/27/2019 Diagnostic Lab Services
8/19
Layout - a good waiting area and comfortable
physical environment
Equipment planning best technologies with
new equipments, involve local GPs and hospital
administrators to plan equipment s( get better
public relations!)
HR recruitment experienced and skilled
personnel.
advertising for quality staff advertises the
company too!
-
7/27/2019 Diagnostic Lab Services
9/19
. Marketing objectives/ targets-
To achieve the rate of 2 tests per patient and
patient volume of 50 patients per day
To receive prescriptions from more than 50 %
GPs in the area
10 % market share at the end of one year
Establishing Accurate as a leading brand at the
end of one year.
-
7/27/2019 Diagnostic Lab Services
10/19
. Marketing strategy
Product/ services list of services at different
centres ( reliable blood tests and imaging with
best technologies)
Pricing- competitive pricing with pricing mix for
different tests at different centres, average
pricing marginally on higher side than other
centres ( emphasizing quality)
Promotion extensive promotion before
commissioning and 4 months thereafter.
-
7/27/2019 Diagnostic Lab Services
11/19
-
7/27/2019 Diagnostic Lab Services
12/19
Articles health magazines, newspapers, discussion in
print and electronic media, direct mailing the newslettersand brochures to clients
Internet web portal, blogs, enquiry and feedback forms,online report sending facility.
Sales aids pens, calendars , coffee mugs, telephone
memos to doctors and specified customers, with logo onthem.
Tagline and logo Precision in health
Test catalogues test listings and reference values,distribution of them
Employee rewards
Public relations tie up with GPs, Hospitals, clinics andaccordingly concessions to customers, offer facility toursto the clients and customers
Urgent reporting systems
-
7/27/2019 Diagnostic Lab Services
13/19
Processpatient comfort and care during
reception, service rendering and report
collection.
Physical ambience- comfortable physical
environment, waiting areas, patient privacy and
facilities.
People keeping in mind the customer needs
and demands along with those of doctors and
hospitals.
-
7/27/2019 Diagnostic Lab Services
14/19
Financial projection / budgeting
Marketing Expense assumptions
Marketing expense share of total expense
Revenue assumptions
Monthly pro-forma P & L statements Break even analysis and profit ratios
Construct marketing budget to serve the control
-
7/27/2019 Diagnostic Lab Services
15/19
Implementation
The marketing chief is responsible authority,
reports to CEO of the company.
Trained personnel
Defined roles and responsibilities Proper distribution channels
Adjustment mechanisms
Contingency handling skills
-
7/27/2019 Diagnostic Lab Services
16/19
-
7/27/2019 Diagnostic Lab Services
17/19
WEBLIOGRAPHY
http://www.trade.gov/td/health/indiaivd05.pdf
http://www.kpmg.com/IN/en/IssuesAndInsights/ThoughtLeadership/Excellence_in_Diagnostic_Care.pdf
http://www.gehealthcare.com/usen/service/docs/strategic_planning_di.pdf
http://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-lab
http://www.trade.gov/td/health/indiaivd05.pdfhttp://www.kpmg.com/IN/en/IssuesAndInsights/ThoughtLeadership/Excellence_in_Diagnostic_Care.pdfhttp://www.kpmg.com/IN/en/IssuesAndInsights/ThoughtLeadership/Excellence_in_Diagnostic_Care.pdfhttp://www.gehealthcare.com/usen/service/docs/strategic_planning_di.pdfhttp://www.gehealthcare.com/usen/service/docs/strategic_planning_di.pdfhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.slideshare.net/drrakesh1983/marketing-of-a-diagnostic-centre-medical-lab-clinical-labhttp://www.gehealthcare.com/usen/service/docs/strategic_planning_di.pdfhttp://www.gehealthcare.com/usen/service/docs/strategic_planning_di.pdfhttp://www.kpmg.com/IN/en/IssuesAndInsights/ThoughtLeadership/Excellence_in_Diagnostic_Care.pdfhttp://www.kpmg.com/IN/en/IssuesAndInsights/ThoughtLeadership/Excellence_in_Diagnostic_Care.pdfhttp://www.trade.gov/td/health/indiaivd05.pdf -
7/27/2019 Diagnostic Lab Services
18/19
-
7/27/2019 Diagnostic Lab Services
19/19
QUESTIONS / SUGGESTIONS