Timothy Chang Chief Executive Officer Mahkota Medical Centre

Importance of Marketing and Regional Branding in Healthcare Industry

Content

• Concept of Hospital Marketing

• Hospital Marketing Techniques and Management

• What is Brand?

• Why Brand?

• Case Study

Concept of Hospital Marketing

Hospitals have the disadvantage of being both capital and labor intensive

Product Development

Aesthetic & Laser

Crowd Control

Market to the correct audience with the correct product and obtain the highest rate of return for a product.

Self Payer Insured Medical Tourist

Corporate Patient

Pricing To create an “Image” for a product or service:

versus

High Priced Branded Clothing USD 12 for 5 Shirts

USD 1,000 Stay Per Night

USD 3 Per Night

versus

Pricing Consumers are getting used to health services being promoted on a price basis.

Talent Recruitment

Strong Employer Brand Helps to Attract the Right Talent

Hospital Marketing Techniques and Management

Medical Staffs

“Word of Mouth” Marketing Internal Ambassador

Non-Medical Staffs

External Ambassador

Patients Vendors Agent

Relationship Management Is five times easier to obtain repeat business from an existing customer than to get new business from a new customer.

MOU Signing with Association, Clans &

NGOs

Free Parking For Supporting

Agents/Business Associates

Special rate/benefits for members

only

Publicity - Marketing Material

Publicity - Events

Online Social Media

Case Study

Accreditation

From Left to Right (Certificates):

Beautification & Cleanliness Competition Champion 2006 (Interstate Hospital Category), Excellence Export Certificate (Services) 2006,

Health Industry Recognition Award 2009

From Left to Right (Trophies):

Best Health Tourism Awards 2005, Technology Business Review ASEAN Award for Excellence in the ASEAN Healthcare Sector – Health

Tourism 2008, The 8th Asia Pacific International Honesty Enterprise – Keris Award 2009, Melaka Tourism Award 2008/2009 - Best Tourism

Attraction (Healthcare) , International Business Review Corporate Award for Excellence in the Healthcare Sector 2009, Export Excellence

Award (Services) 2007

Branding

What is a Brand?

For the customer, a brand is a person’s feelings about a product or service of an organization.

For the company, a brand is a promise it makes

It is defined by an emotional connection between the consumer and the brand

The brand generates a set of attitudes that is not always articulated or understood by the consumer

19

A Brand is an Identity

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A strong, well defined brand:

Promotes Esprit de Corps

Guides employees behavior

Guides company initiatives

Why Brand?

Strong brands leads to increased:

Top-of-mind awareness

Customer loyalty

Perceived value of products and services

Employee retention and talent attraction

Insulation from competitive challenges and negative economic conditions.

Ability to quickly overcome and recover from serious mistakes or a potentially threatening business crisis.

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Increased Profitability

A well-branded organization is a trusted organization. It is the one to which the user

turns to first.

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Strong Brands speak for themselves

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According to a study done by the Mayo Clinic, “95% of 500,000 patients said good things about Mayo Clinic after their visit”.

An average of 46 heard good things.

Reach : 22 million

25

Hospital Brands which have captured the trust and confidence of users

Treatment

+ Service

Treatment

What’s expected from hospitals?

26

Then…

Now…

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Recognizable Logo & Contour Bottle

Brand Stories - Consumers generated stories

outnumber coca-cola company generated stories

Award & Recognition - Thumbs Up, "Ageless Brands" Award, The Pitch

- Best Global Brands 2010, Interbrand, etc

Case Study Branding Marketing

Product Development

- more than 3,500 type of beverages

Publicity -long history of sponsoring major

events, organizations and projects around the world.

Online Social Media - With more than 41 million fans and

followers in Facebook and twitter

Relationship Management - Bottlers, Manufacturers, Marketers,

retailers, press, technology companies, etc.

Case Study Branding Marketing

MMC Cultural Training

Brand Stories - Patient’s testimonials

- Appreciation letter from

corporates

Upgrading of Facilities

Relationship Management - MOU Signing with NGOs, Association, Clans

Publicity - Events with GPs, Corporate and NGOs - Medical articles - CSR activities

Online Social Media - Facebook, Twitter, Online Patient

Satisfaction Survey, tele-health talk

Representative Offices - 20 representative offices in Indonesia,

Cambodia & Malaysia with 60 over staffs to assist patients

Patient/Staff’s testimonials

3, Mahkota Melaka, Jalan Merdeka, 75000 Melaka. Hospital Main Lines : +606-285 2999 Accident & Emergency : +606-285 2991 Facsimile Transmission : +606-281 0560 E-mail : info@mahkotamedical.com Website : www.mahkotamedical.com

Mahkota Medical Centre