Mdh marketing plan 2010

Mohamed Refaat, MBA

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Executive SummaryBy December 2010, MDH will be serving about 2,980,154 populations. It will specialize in the fastest growing alternative health care specialties.It will provide quality healthcare services to people of all ages. Also it will utilize new equipment and a trained staff, able to care for the individual needs of every patient that enters the Hospital.

This marketing plan will include:

•Vision & Mission •SWOT Analysis •Marketing Strategy •Marketing Objectives •Sales Objectives

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•Sales Targets•Sales Promotion Strategy•Sales Promotion Calendar•Media Strategy•Media Calendar•PR Strategy•PR Calendar•Customer Relations Strategy•Customer Relations Calendar•Outreach Strategy•Outreach Calendar•Community Programs Strategy•Community Programs Calendar•Initiatives to increase the existing customer base•Initiatives to increase the new customer base•Marketing Audit•New projects initiatives

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Vision: MDH will be one of the health care leaders in the Eastern Province providing exceptional medical care and service for every patient, every day, in a patient-centered, family-focused environment.

Mission: To help MDH achieve their most ambitious marketing goals and strategic communications objectives through providing strategic counsel, creative solutions and timely, responsive activities , strong marketing concepts and excelling at customer service.

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Internal AnalysisSWOT Analysis

Strengths- Long History- Downtown Location that easily reachable.- Medical specialties- ERP

Weaknesses- Inpatient accommodation facilities that don’t meet their expectations.- Inadequate PPM for existing equipments.- Shortage of medical equipments- Lacking of sub specialties. - Ambulance car.

Opportunities- Pre planned future expansions.- Fast growth of medical insurance business.- Attracting new specialties and subspecialties. - Conference room facility/ Education and training.- Re activation of IVP programs. - Providing competent high quality services. - Increasing cash patients through ministries promotion program.

Threats- Lacking of International accreditations.- Decreasing rate of cash patients.- Competitors price war. - Governmental Hospital competition threats: - Sophisticated equipments. - Free of charge medical services. - Competitive salaries for MS.- Lacking of IVP programs.

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Marketing Strategy

•To Increase our overall revenue at all targeted segments by 25%.•To Increase number of referrals of companies, private hospitals and polyclinics by 25%.•To provide competent and comprehensive, efficient and reliable services, which is going to strengthen relations with our clients and community.

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Marketing Objectives - 2010

•To Increase our overall revenue at all targeted segments by 25% •To Increase number of referrals of companies, private hospitals and polyclinics by 25%.•To provide competent and comprehensive, efficient and reliable services, which is going to strengthen relations with our clients and community.•To attract additional insurance companies A & B categories.•To put more concentration on RTA cases coming from governmental hospitals.•To support higher management to establish center of excellence.

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Sales Objectives - 2010

Target for the year 2010

SR.80,635,498 Millions (Sales objectives for MDH are 25% growth to be added to 2009)

Breakup Target 2010 % age contribution

2009 Actual Best of last five years

Cash 24,834,878 % 31

16,896,341.00 16,896,341.00Credit 55,800,620 % 69

40,668,494.00 40,668,494.00

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Segments Jan Feb Mar

Apr May Jun Jul Aug Sep Oct Nov Dec Total

Cash 1,656,543.45

1,223,667.25

1,151,106.75

1,248,244.10

1,195,095.45

1,035,804.60

1,057,729.95

1,284,650.65

873,328.43

1,179,516.33

1,282,366.00

1,253,611.00

16,896,341.00

Credit 3,966,059.16

4,441,864.61

4,186,233.61

4,546,582.66

4,470,706.67

4,627,131.22

4,487,910.89

4,013,525.96

3,121,552.97

4,377,071.84

3,881,271.00

3,492,397.00

40,668,494.00

Monthly Total 5,622,602.61

5,665,531.86

5,337,340.36

5,794,826.76

5,665,802.12

5,662,935.82

5,545,640.84

5,298,176.60

3,994,881.40

5,556,588.17

5,163,637.00

4,746,009.00

57,564,834.00

Sales 2009 (in Millions)

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Cash 2,070,543.45

1,528,667.25

1,438,106.75

1,560,244.10

1,1493,095.45

1,293,804.60

1,321,729.95

1,605,650.65

1,091.425,43

1,473,516.33

1,602,957

1,567,013

21,120,42

Credit 4,957,059.16

5,551,864.61

5,232,233.61

5,682,582.66

5,587,706.67

5,783,131.22

5,608,910.89

5,016,525.96

3,901,552.97

5,471,071.84

4,851,588

4,365,496

50,835,567

Monthly Total 7,027,602.61

7,081,531.86

6,671,340.36

7,242,826.76

7,081,802.12

7,077,935.82

6,931,640.84

6,622,176.60

4,992,881.40

6,945,588.17

6,454,546

5,932,511

80,635,498

Sales Targets 2010 (in Millions)

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Cash

5719 5294 5836 5841 6015 5758 5230 5890 4644 6017 5599 5988 67831

Credit

17455 17247 19182 18642 17678 18060 17608 17060 12984 19656 16901 19181 212660

Monthly Total

23,174.00 22,541.00 25,018.0

0 24,483.0

0 24,699.00 23,818.00 22,838.00 22,950.00 17,628.00 25,673.00 22,500.00 25,169.00 280,491.00

Sales 2009 (in Numbers)

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Sales Targets 2010 (in Numbers)



Cash

7148 6617 7295 7301 7518 7197 6537 7362 5805 7521 6998 7485 84788

Credit

21818 21558 23977 23302 22097 22575 22010 21325 16230 24570 21126 23976 265825

Monthly Total 28,967.00

28,176.00

31,272.00

30,603.00

30,873.00

29,772.00

28,547.00

28,687.00

22,035.00

32,091.00

28,125.00

31,461,00

350,613,00

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Action Plan

•Attracting new categories of charge patients with new policies to be gained from insurance companies. •Intensive media campaign for the new medical Depts. •Intensive out reach schedule for low revenue Dept doctors.•Increasing sales calls for sub insurance companies and GOSI.•Arranging for medical specialties clubs annual plan.

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Sales Promotion Strategy

Objectives:

• Increasing the number of cash patients.• Maximizing total revenue.• Attracting new customer segments

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Sales Promotion - Results

Expected Results:

Total Incremental Revenue -SR. 8,000,000 (in Millions)Cash - SR. 4,500,000 (in Millions)Credit - SR. 3,500,000 (in Millions)

Total Increment in Number of Patients – 280,491 Numbers

Cash - 67,317 Credit - 213,173

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Sales Promotion Expected Expense:

– Total expected expense

for sales promotion -SR. 85,000

• Expected Expense for

Sales promotion (Cash) – SR. 20,000


Sales Promotion (Charge) - SR. 20,000


sales promotion (insurance) - SR. 40,000


sales promotion (customer segments) – SR. 5000

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Sales Promotion Calendar – 2010(Hospital Level)

• There is a lot of promotions planned for 2010:1.Sales promotion programs which is customer relationship

building. a. Discountsb. Free services2.Business promotion program.

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Sales Promotion Plan – 2010(Hospital Level Promotion)

Sl.No Promotion Details PeriodFrom - To

Expected Revenue

Incremental Revenue

Expected Expense

1 Pre Marital Examination

1Jan -31Dec 250,000 248,000 2,000

2 Antenatal Care 1July –31 Dec 350,000 347,000 3,000

3 Second Opinion Cases(Cash patients)

1Jan -31Dec 250,000 248,000 2,000

4 Off Days 1July -31Dec 500,000 482,000 18,000

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Sales Promotion Plan – 2010(Cash Patients)


Expected Revenue

Incremental Revenue

Expected Expense

1 3 Ministries Discounts 1March -31 Dec

500,000 490,000 10,000

2 General Checkup 1Jan -31Dec 200,000 195,000 5000

3 Antenatal Care 1July -31Dec 350,000 340,000 10,000

4 Off Days 1Jan -31Dec 500,000 485,000 15,000

5 International Days 1Jan- 31 Dec 100,000 95,000 5000

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Sales Promotion Plan – 2010(Charge)


Expected Revenue

Incremental Revenue

Expected Expense

1 Second Opinion Cases coming from Insurance Companies

Twice a year 250,000 240,000 5,000

2

3

4

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Sales Promotion Plan – 2010(Customer Segments)

Sl.No Promotion PeriodFrom - To

Expected Revenue

Incremental Revenue

Expected Expense

1 Philippines Week 12 – 18 June

20,000 18,500 1,000

2 Egyptian Week 23 - 30 July

25,000 23,500 1,000

3 Pakistani Week 14 – 20 August

50,000 13,500 1,500

4 Indian Week 15 – 21 August

50,000 13,500 1,500

5 Sudan's Week 1-8 January

25,000 23,500 1,000

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Sales Promotion– 2010(Effectiveness Evaluation)

• (Tools to evaluate its effectiveness)

• Growth in number of patients.• Growth in total revenue.• Cost- Benefit analysis.• Attendees response.

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Media Strategy

Objectives• To improve the awareness level of the customer about our new

services.

• To have a continuous communication channels with the customers.

Results• Supporting Medical departments in planning and achieving their

media activities.

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Media Budget

Total Media Budget - SR. 300,000

– TV - SR. 00

– Press - SR. 150,000

– Outdoor - SR. 30,000

– Indoor (internal Communications) - SR. 120,000

– Internet - SR. 00

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Media Calendar – 2010

Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TV

------------------------

------------------------

------------------------

------------------------

------------------------

------------------------

------------------------

------------------------

------------------------

------------------------

------------------------

------------------------

Press(Newspaper)

Dr.Loay

Dr.Ihab

Dr.Nadia

CT Dr.Ihab

Dr.Loay

Dr.Manouj

Outdoor(egs: billboards)

MDH billboards

MDH billboards

MDH billboards

MDH billboards

Indoor(eg: Al Akbar)

MDH Akhbar

MDH Akhbar

MDH Akhbar

MDH Akhbar

Internet

OK OK OK OK OK OK OK OK OK OK OK OK

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Media Calendar – 2010Press

Newspapers/Magazine

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

MDH Newsletter OK OK OK OK

Al-youm newspaper

OK OK OK OK OK OK OK OK OK OK

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Media Calendar – 2010Outdoor/Indoor

Locations & Indoor materials


Main Reception Roll up +Posters

Roll up +Posters

Roll up +Posters

Roll up +Posters

Roll up +Posters

Roll up +Posters

Roll up +Posters

Roll up +Posters

Roll up +Posters

Roll up +Posters

Roll up +Posters

Roll up +Posters

Male waiting areas

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

Female waiting areas

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

New Dr posters

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Media Calendar – 2010Internet

Websites details


Existing services


New services OK OK OK OK OK OK OK OK OK OK OK OK

New doctors updating


Registrations ------ ------ ------ ------ ------ ------ ------ OK OK OK OK OK

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Tools to evaluate the media effectiveness

(Tools for evaluate the effectiveness of media activities)

• Growth in number of patients.

• Growth in Revenue.

• Awareness growth about the hospital services

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PR Strategy

Objectives

• Building good relations with publics by obtaining favorable publicity.

• Building up a good hospital image.

• Heading off unfavorable rumors and events.

Results

• Creating and placing newsworthy information in the news media.

• Building and maintaining relations with government officials.

• Building and maintaining relations with donors or members of nonprofit organizations to gain financial or volunteer support.

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PR Calendar – 2010

Activities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

School Visits Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok Ok

Woman Day 8th

Civil Defense Day

12th

Health care Day 7th

Dental are Week 7th

Mother Day 10th

Family Day 15th

Stop Smoking Day

31st

Drugs Stopping Day

26th

Children Day 7th

Behavioral health Day

10th

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Diabetic Day 14th

Aids Day 1st

Handicapped Day

3d

Police Day 18th

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Customer Relations Strategy Objectives for 2010

-Implementing CRM which will lead us:

• To improve the satisfaction level of the customer

• To minimized the complaint of the patients

• To make a continuous communication with the customers

Results

• Building and maintaining profitable customer relationship.

• Delivering superior customer value and satisfaction.

• Customer equity which is the total combined customer lifetime values of all of the Hospital customers (The more loyal the hospital’s customers, the higher the hospital’s customer equity).

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Customer Relations Calendar – 2010


Patient satisfaction Survey


Client satisfaction Survey

OK OK OK OK OK OK

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Customer Relation – Activity Schedule

Sl.No Activity Period Responsibility

1 Monthly party 1st Friday M. Refaat

2 Children club Weekly Mrs. Azza

3

4

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Outreach Strategy

Objectives• Increase the business relationship with the referral doctors.

• Maximizing publicity of MDH through serving the medical field in the region.

Expected Expenses SR. 4,000

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Outreach program Calendar – 2010

Depts/Doctors Date of Visit Place

Dr. Manoug Jan Indian School

Dr. Reda A.RazakDr. Heba Ashry

Jan WAMY

Dr. Loay BasiounyDr. Nadia Tobgy

Feb GOSI

Dr. Tamer March GOSI

Dr. M.Ismail March Cement

Dr. M. Awady April STC

Dr. Loay Basiouny April GOSI

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Departments/Doctors

Date of Visit Place

Dr. Saeed IqbalDr. Serine

April Pakistani School

Dr. A. Hameed May SCECO

Dr. MervatDr. Heba Ashry

May WAMY

Dr. Bahaa June Al-Zamil

Dr. Malak June Saudi Airlines

Dr. M. Awady June SCECO

Dr. Gamal A. Hameed July GOSI

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Departments/Doctors

Date of Visit Place

Dr. Loay Basiouny Sep GOSI

Dr. M.Ismail Sep Saudi Airlines

Dr. Reda A.Razak October Beauty Forum

Dr. M. Ashraf October Pakistani School

Dr. Atiya November Al-Rashid

Dr. Talaat November Indian School

Dr. Loay Basiouny November GOSI

Dr. M. Awady December Cement

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Outreach Program – 2010(Activity Plan)

Sl.No Activity Area Expected Result

(in Revenue)

Expected Result

(Qualitative)

1 Planned and arranged lectures & Clinics

Al-Khobar 350,000 MDH BrandAwarenessPublicity

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Departments/Doctors

Date Place

Dr. Loay Basiouny March Meridian

Dr. Siddiqui April Meridian

Dr. Zuhair Kayaly April Meridian

Dr. Ihab Hekal May Meridian

Dr. Nadia Altobgy May Meridian

Dr. M. Awady June Meridian

Dr. M Hindi June Meridian

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Departments/Doctors

Date Place

Dr. Sameer Maher September Meridian

Dr. George Debsi October Meridian

Dr. Gamal A.Hameed October Meridian

Dr. Loay Basiouny November Meridian

Dr. Siddiqui November Meridian

Dr. Efat December Meridian

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Community Programs

• Build stronger relationship with Eastern region community.

• Find a suitable way for management of all categories of patient as the hospital is considered one of the best health provider in Eastern area.

• Social responsibility towards the community.

• Effective tool for maximizing Publicity.

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•Expected Results

•Increased Healthcare community loyalty to the hospital.

•More awareness about our medical staff and facilities.

•Expected Expenses SR. 6,000

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Community programs Calendar – 2010

Activities Date

Pakistani Camp Jan 15th

Bangladeshi Camp March 5th

Women Intl Day March 8th

Civil Defense Day March 12th

Egyptian Camp March 19th

TB Intl Day March 24th

Sudanese Camp April 2nd

Healthcare Intl Day April 7th

Indian Camp April 9th

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Activities Date

Philippine Camp April 23rd

Mother Day May 10th

Family Intl Day May 15th

Drugs Intl Day June 26th

Childhood Intl Day October 7th

Behavior health Intl Day October 10th

Diabetics Intl Day November 14th

Aids Intl Day December 1st

Handicapped Intl Day December 3rd

Police Intel Day December 18th

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Initiatives to increase the existing customer base

Enhancing internal marketing activities.

Giving more concentration in our news in media

Intensive sales calls for the sub companies

Sending SMS to existing patients to inform and update them about new services.

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Initiatives to increase the New customer base

Pain clinic

Urdu Clinic

Obesity clinic

Geriatric clinic

Psychiatry (Family Consultations) clinic

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Marketing Audit

• A comprehensive, systemic, and periodic examination of the objectives, strategies, and activities to determine problem areas and opportunities and to recommend a plan of action to improve the marketing Department performance through:

• Marketing committee meetings

• Marketing review meetings

• Marketing Dept Reporting System.

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New Project Initiatives-2010

Activities Jan Feb

Mar

Apr May

June Jul Aug Sep Oct Nov Dec Responsible Person

Psychiatry unit opening

1st Mohamed Refaat

Pain clinic 1st Mohamed Refaat

Geriatrics clinic 1st Mohamed Refaat

Family Consult clinic

1st Mohamed Refaat

Diabetic Foot Unit

1st Mohamed Refaat

Check up programs Unit

1st Mohamed Refaat

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Other Points to be discussed

• OR

•Inpatient Rooms

• ERP Implementation

• Company Doctor

• Internal Auditor

• Admission Office

• Iqama tests

• BLS Center

• Reengineering Plan

• Staff Training Analysis (Receptionists)

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Thank You