ppt on health care marketing
TRANSCRIPT
Introduction Marketing is the process used to determine what products or services may be of
interest to customers, and the strategy to use in sales, communications and business development.
Marketing is the process of planning & executing the conception, pricing, promotion & distribution of ideas, goods & services to create exchanges that satisfy individual & organizational goals
Marketing is used to identify the customer, satisfy the customer, and keep the customer.
Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling.
Marketing is the process of communicating the value of a product or service to customers for the purpose of selling that product or service.
Marketing is the science of choosing target markets through market analysis and market segmentation as well as understanding consumer buying behaviour and providing superior customer value.
Some important concepts
Need –the basic human requirements, viz. food, air, water, clothing, shelter & also education, entertainment, communication, social status, etc.
Want –needs directed towards specific objects that satisfy the need. Demand –want for product backed by ability to pay. Traditionally a ‘market’ was a physical place where buyers & sellers
gathered to exchange goods but now marketers view sellers as the industry & buyers as the market. The sellers send goods & services & communications (promotions, ads) & in return they receive money & information (attitudes, sales & data).
Product concept –holds that consumers prefer those products that offer the highest quality, performance or features. Thus producers are engrossed in giving quality & overlook what consumers actually want. Leads to marketing myopia.
MARKETERS DO NOT CREATE NEEDS, THEY ONLY INFLUENCE WANTS.
Value –a product is successful if it delivers value. Value is the ratio of benefits to costs.
Customer Relationship Management –building long-term mutually satisfying relations with customers, suppliers, distributors in order to retain their long-term preference & business.
Competition –includes all the actual & potential rival offerings & substitutes that a buyer might consider. There may be different types of competition:
1.Brand competition –similar product at similar price. Eg: Revlon/ Loreal.2.Industry competition –similar class of products. Eg: All lipstick
manufacturers.3.Form competition –all products giving similar service. Eg: All cosmetics. 4.Generic competition –competing for same consumer rupees. Eg: trendy apparels, bags, shoes, etc.
E.g.: Tata Indica gives more mileage & hence value, thus their USP is ‘more car per car”.
Some important concepts
Marketing Mix
The set of marketing tools that the firm uses to pursue its marketing objectives in the target market.
These are Product, Price, Place & Promotion. These 4Ps of the sellers are linked to the 4Cs of the
consumers, viz. Customer solution, Customer cost, Convenience & Communication, in that order.
People, Process & Physical evidence are the extended marketing mix.
STP Framework
Target marketing requires marketers to take three major steps: Identify and profile distinct groups of buyers who
differ in their needs and preferences (market segmentation).
Select one or more market segments to enter (market targeting).
For each target segment, establish and communicate the key distinctive benefit(s) of the company’s market offering (market positioning).
Bases For STP
Segmenting Base: Consumer Characteristics Geographic Demographic Psychographic Consumer Response Behavioral
• Market Targeting: Not all segments are useful To be useful a segment must score favorably on the following criteria
• Measurable - size, purchasing power, characteristics• Substantial – large and profitable enough
• Accessible – should be effectively reached and served• Differentiable - should respond differently to different
marketing-mix elements• Actionable – Effective marketing programs can be
formulated for attracting and serving the segments
Positioning:– Position the product/ service in the heart of the
customer, not in the mind !
Bases For STP
10 steps to be a successful health care marketing plan.
Build support and enthusiasm– Find the experts who will help support your marketing efforts through speaking
engagements, newspaper interviews, and quotes for newsletters and media releases.
– Locate your champions in the organization. Comparative analysis
– Study your competitors, considering their historical advertising levels, any new product launches that may be forthcoming.
– Develop your own “unique selling proposition.” What makes you different from your competition?
Assessment:– Consult business plans, patient satisfaction surveys, volume reports, community
surveys and any other information you can gather– Consider market dynamics such as seasonality, shifting alliances between
physician groups and other “political” issues.
10 steps to be a successful health care marketing plan.
Budget Segment your market Define your vision and strategy:
– Where do you want your program or organization to be in three to five years– How can marketing help realize this vision– Direct marketing—Use letters, fliers, brochures, postcards.– Advertising—Consider print, broadcast, outdoor, special publications such as
chamber of commerce directories and sports programs.– Free media—Write articles for news media; make your organization known as
the expert.– Public relations—Consider sponsorships that “fit” with your service; hold
events, tours, open houses.– Website/emerging media—It’s not just for young professionals anymore; fast-
growing segments of the elderly and minority populations are using the Internet to gather information on their health care options.
10 steps to be a successful health care marketing plan.
Measure and evaluate:– You may want to track new patients, calls for information, physician referrals,
website hits, patient/procedure volumes or other data meaningful to your organization.
– You should also consider consumer preference and top-of-mind awareness, which may translate into volumes in the future.
Ready, set, go: – Timing is everything– Plan your rollout to maximize exposure.
Kick it off right:– Introduce your campaign internally first.– Tell physicians, employees, volunteers, board members and other stakeholders.
(They are often your best marketing support) Build your creative:
– Turn your ideas into the creative product that will support your plan.
Always share your vision.
Client contact program Development of Specialized services Client referral program Proposal letters List serves Corporate Gifting
Internal marketing strategies could be:
External marketing strategies could be:
Healthcare Newsletter Email/Fax Broadcasts Small Social Gatherings Sponsorships Authorship for articles and books Direct Mail Advertising Partnering Local Business Journal Attendance at Industry Meetings Gifting Healthcare Business Reply Card Recruitment of Business Development Person Speeches both internal and external Network with Healthcare Attorneys
Need of healthcare marketing
Executives are demanding higher impact and bigger returns from marketing investments
marketing professionals are more closely aligning their efforts with strategic objectives, customer experience and the integration of communications across multiple platforms and channels.
Health care marketing is undergoing dramatic reinvention and change because of– emerging trends– reform uncertainties– emergence of social marketing– renewed focus on quality– outcome and prevention
Conclusion Unique Approach
– The approach to the patients should not be traditional.– Patient’s comfortability should be taken into account
Healthcare marketing agency consultants.– These people have extensive experience working with multiple professions
(physicians, dentists, veterinarians, physical therapists, and many others) and medical, dental and healthcare marketing programs which helps the overall practice profitability and success.
Engage The Right Mix of Patients:– As a healthcare professional, you need multiple ways and ideas to attract more of
the types of patients, Achieve Practice Success
– Medical marketing strategies from one of the most successful healthcare marketing agencies can help you maximize your profitability by developing more desirable payer mixes, attracting more desirable patients and obtaining continuous professional referrals.
The healthcare has become global concern and the service is intangible in nature.
In fiercely competitive global market where information is shared instantly, consumers will virtually have all the knowledge and choices in the world.
In this service industry patient satisfaction should be the only Moto and this can be achieved by providing good quality patient care, cost reduction and proper manpower utilization.
Conclusion
