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APPLICATION OF MARKETING CONCEPTS IN MY PRACTICE:

A PARADIGM SHIFT

LILIBETH MARTIN MARAVILLANOVEMBER, 2016

www.docheartblogspot.com

MARKETING CONCEPTS THAT CAN BE APPLIED IN MY CLINICAL PRACTICE AND IN THE VASCULAR LABORATORY

POSITIONING MY CLINIC AND THE NONTHERMAL ABLATION (NTA) PROCEDURE DONE IN THE VASCULAR

LABORATORY

DETAILED INFORM CONSENT FORM TO INCLUDE OVERVIEW OF THE NTA PROTOCOL, WHAT TO EXPECT; EMPHASIS ON THE SUCCESS RATE AND MINOR ADVERSE EVENTS RELATED TO IT AND FEES ( DOUBLE

MESSAGE )

WRITTEN OUTLINE ON THE POINTS OF PARITY AND POINTS OF DIFFERENCE WITH A COMPETITOR VEIN CLINIC AND VASCULAR LAORATORY


MARKETING CONCEPTS THAT CAN BE APPLIED IN MY CLINICAL PRACTICE AND IN THE

VASCULAR LABORATORY

POSITIONING MY CLINIC AND THE NONTHERMAL ABLATION (NTA) PROCEDURE DONE IN THE VASCULAR LABORATORY

EXPANDING THE POTENTIAL TARGET MARKET (PTM)

INCREASING THE AREA WHERE PTM AND PENETRATED MARKET OVERLAP


MARKETING CONCEPTS THAT CAN BE APPLIED IN MY CLINICAL PRACTICE AND IN THE VASCULAR

LABORATORY DIFFERENTIATION

HIGHLIGHT SERVICE DIFFERENTIATION A. RELIABILITY: COMPETENT VASCULAR SPECIALIST AND NURSE/VASCULAR TECHNOLOGIST

B. INNOVATIVENESS: CONCEPT OF A ONE- STOP SHOP FOR PATIENTS WITH CHRONIC VENOUS DISEASE

(CVD); A VARIETY OF NTA METHODS OFFERED

CREATE AND EXPAND A NICHE MARKET



ENHANCE INTERACTIVE MARKETING: WIDEN THE INTERNET VISIBILITY OF MY CLINIC

AND THE VASCULAR LABORATORY IN THE HOSPITAL WEBSITE AND OTHER SOCIAL MEDIA CONNECTING TO CUSTOMERS

ATTRACT CUSTOMERS AND BUILD THEIR LOYALTYCONTROL THE QUALITY OF SERVICE: QUICK

RESPONSE TO SERVICE FAILUREDEVICE A MEANS FOR OUT-OF-CLINIC

INTERACTION WITH CUSTOMERS



CREATE, COMMUNICATE AND DELIVER VALUEEMPHASIZE QUALITY SERVICE AT AN

AFFORDABLE PRICECONDUCT REGULAR UNIT AUDIT BASED ON

DOCTOR’S PERSPECTIVECONTINUE BENCHMARKING

PERFORMANCE MARKETINGDEVICE OBJECTIVE MEASURES OF

PERFORMANCE www.docheartblogspot.com

BUILDING STRONG BRAND: ESTABLISH BRAND POSITIONING

1a. CREATE A FORM FOR NTA PROCEDURES UTILIZING DOUBLE MESSAGING, WHICH WILL ALSO SERVE AS THE

INFORMED CONSENT

BEFORE:FORM NON-EXISTENT; ONLY USED GENERAL SURGICAL INFORMED CONSENT FORM

NOW:PREPARE A DETAILED FORM CONTAINING THE FOLLOWING:

PROCEDURAL PROTOCOL WHAT TO EXPECT

HIGH SUCCESS RATEMINOR ADVERSE EVENTS RELATED TO THE PROCEDURE

COST EFFECTIVENESS


SAMPLE FRONT PAGE OF A PATIENT’S FORM, MORRISON’SVEIN INSTITUTE



1b. PROVIDE PATIENT WITH A SEPARATE OUTLINE OF THE POINTS OF PARITY AND POINTS OF DIFFERENCE

WITH A COMPETITOR VASCULAR CLINIC

BEFORE :VERBALLY EXPLAIN ALL AVAILABLE

INTERVENTIONS AND THE ADVANTAGES OF NTA TO THE PATIENT DURING INITIAL VISIT: CANNOT FULLY ASSESS IF THE PATIENT WAS ABLE TO COMPREHEND AND REMEMBER THE DATA THAT WERE DISCUSSED



NOW :

PREPARE A WRITTEN SUMMARY IN LAY MAN’S TERM; HIGLIGHTING POINTS OF PARITY AND POINTS OF DIFFERENCE OF NTA WITH A

COMPETITOR OFFERING THERMAL ABLATION. THIS CAN BE BROUGHT HOME OR DOWNLOADED AT THE WEBSITE



2. EXPAND POTENTIAL TARGET MARKET FOR VASCULAR DIAGNOSTICS AND NTA PROCEDURE

BEFORE:CURRENT POTENTIAL TARGET MARKET (PTM)

IN-HOSPITAL REFERRALS WALK-IN PATIENTS WHO COME TO KNOW THE

PROCEDURE THROUGH HOSPITAL’S POSTERS AND WORD OF MOUTH



NOW :IDENTIFY OTHER PTM FOR THE CLINIC AND THE NTA

PROCEDURE

REGULAR COMPANY EMPLOYEES SEAFAIRERS AND OTHER OFWs REFERRING DOCTORS AT DMMC, OTHER

HOSPITALS AND PRIVATE CLINICS TEACHERS



3. INCREASE THE AREA OF OVERLAP BETWEEN PTM AND PENETRATED MARKET FOR THE VASCULAR

LABORATORY AND NTA PROCEDURE

BEFORE: SMALL OVERLAP BETWEEN THE PTM AND

THE PENETRATED MARKET AS EVIDENT IN THE LOW CENSUS


BUILDING STRONG BRAND: ESTABLISH BRAND POSITIONINGNOW:

COORDINATE WITH THE INDUSTRIAL UNIT: WIDEN INDUSTRIAL EMPLOYEES’ AWARENESS ON CVD AND THE BENEFITS OF NTA

COORDINATE WITH THE HMO UNIT:

POSSIBLY INCREASE THE COVERAGE FOR NTA; CREATE NEW PACKAGES

COORDINATE WITH THE MARKETING UNIT: CONTINUE THE SEARCH FOR PTM AND TO PERIODICALLY ASSESS THE AREA OF OVERLAP WITH THE PENETRATED MARKET


PORTER’S WINNING STRATEGY : DIFFERENTIATION

4. DIFFERENTIATE THE CLINIC AND THE VASCULAR LABORATORY FROM COMPETITORS

BEFORE : THE CLINIC IS KNOWN TO ASSESS AND TREAT

GENERAL CARDIOLOGY AND PERIPHERAL VASCULAR MEDICINE CASES

THE VASCULAR LABORATORY IS KNOWN TO OFFER A VARIETY OF VASCULAR DIAGNOSTICS AND NTA PROCEDURE



NOW: HIGHLIGHT SERVICE DIFFERENTIATION

IN MARKETING’S INFORMATION CAMPAIGN

RELIABILITY: BOARD CERTIFIED VASCULAR MEDICINE SPECIALIST TRAINED ON NTA

NURSE/VASCULAR TECHNOLOGIST WITH 15 YEARS OF EXPERIENCE



INNOVATIVENESS: THE ONLY VASCULAR LABORATORY IN

TANAUAN, STO TOMAS, UPPER AND LOWER LAGUNA THAT OFFERS A VARIETY OF NTA PROCEDURE

ONE-STOP SHOP FOR PATIENTS WITH CVD


PORTER’S WINNING STRATEGY: NICHE MARKETING

5. CREATE AND EXPAND A NICHE MARKETBEFORE: NATIONAL PREVALENCE STUDY ON CVD

DONE (MARAVILLA, ABOLA AND SALVADOR, NNHES,

2008): 52% PREVALENCE; SOUTHERN TAGALOG REGION HAVING ONE OF THE HIGHEST

BURDEN

MARKETING UNIT LESS AGGRESSIVE IN CREATING A NICHE MARKET DESPITE THE HIGH PREVALENCE


PORTER’S WINNING STRATEGY: NICHE MARKETING

NOW:

MEET WITH THE THE ADMINISTRATIVE DIVISION ON DESIGNING AND

IMPLEMENTING MORE AGGRESSIVE MARKETING APPROACH


CONNECTING TO CUSTOMERS6. ATTRACT CUSTOMERS AND BUILD THEIR

LOYALTYBEFORE: NO DEDICATED CELPHONE NUMBER

IN THE CLINIC FOR OUTPATIENTS’ SCHEDULING AND INQUIRIES

OUTPATIENTS ALL COME AT THE SAME TIME, RESULTING IN A LONG QUE


CONNECTING TO CUSTOMERSNOW:

ARRANGE SCHEDULES OF PATIENTS IN THE CLINIC WHO ARE FOR CARDIAC AND VASCULAR DIAGNOSTICS AND NTA

DEDICATED CELPHONE NUMBER FOR OUTPATIENT SCHEDULING, QUESTIONS AND INQUIRIES

ESTIMATED TIME OF CONSULTATION RELAYED TO THE PATIENT UPON SCHEDULING TO AVOID QUE


CONNECTING TO CUSTOMERS7. CONTROL THE QUALITY OF SERVICE: FAST RESPONSE

TO SERVICE FAILURE

BEFORE: ACTS FAST BY PERSONALLY CALLING THE NURSE

SUPERVISOR TO ADDRESS MY PATIENT’S COMPLAINT ARISING FROM HOSPITAL SERVICES

REQUEST THE PATIENT TO DISCUSS THE MATTER WITH THE SUPERVISOR BEFORE LEAVING THE CLINIC

LACKS FOLLOW-UP IF THE COMPLAINT WAS PROPERLY RESOLVED


CONNECTING TO CUSTOMERNOW:DISCUSS THE FOLLOWING WITH THE NEWLY APPOINTED PUBLIC RELATIONS OFFICER REVITALIZE THE OUTPATIENT EVALUATION FORM

( CURRENTLY ONLY IN-PATIENTS ARE GIVEN EVALUATION FORMS PRIOR TO DISCHARGE)

PROVIDE FORMAL FEEDBACK TO THE PATIENT

PROVIDE FORMAL FEEDBACK TO THE CONCERNED DOCTOR AND STAFF


ENHANCE MARKETING COMMUNICATION

8. ENHANCE INTERACTIVE MARKETING

BEFORE:

NO ORGANIZED LINKED IN ACCOUNT, BLOG SPOT

POSTERS AND ADS WERE THE ONLY

MARKETING COMMUNICATION USED FOR NTA PROCEDURE


ENHANCE MARKETING COMMUNICATIONNOW: STRENGTHEN LINKED IN CONNECTIONS

START WRITING BLOGS ON TOPICS RELATED TO VENOUS DISEASES AND NTA PROCEDURE

MAKE THE VASCULAR LABORATORY SERVICES MORE VISIBLE AT THE DMMC WEBSITE

COORDINATE WITH THE MARKETING UNIT TO UTILIZE THE INTERNET AND SOCIAL MEDIA AS INFORMATION CHANNEL


UPDATE CURRENT DMMC WEBSITE TO INCORPORATE HIGHLIGHTS OF SERVICES OFFERED BY THE VASCULAR LAB


CREATE, COMMUNICATE AND DELIVER VALUE

9. CREATE, COMMUNICATE AND DELIVER HIGH VALUE SERVICE

BEFORE : CREATE, COMMUNICATE AND DELIVER HIGH VALUE SERVICE

THROUGH COMPETENT SPECIALIST AND TECHNOLOGIST

OFFER AFFORDABLE PRICE FOR NTA PROCEDURE, HALF THE PRICE IN OTHER VEIN CLINICS

NOW: CONTINUE CREATING AND IMPLEMENTING TACTICS

TO FURTHER IMPROVE QUALITY SERVICE AT AFFORDABLE PRICE


PERFORMANCE MARKETING

10. DEVICE OBJECTIVE MEASURES OF PERFORMANCE

BEFORE:MAIN DETERMINANT OF GROWTH IN THE

VASCULAR LABORATORY IS THE ACHIEVEMENT OF THE YEAR’S TARGETED PROFIT

LACK OF DOCTOR’S INVOLVEMENT IN THE PERIODIC PLANNING


PERFORMANCE MARKETING

10. DEVICE OBJECTIVE MEASURES OF PERFORMANCE

NOW: DOCTORS, MARKETING AND ANCILLARY

HEAD TO REGULARLY MEET AND EVALUATE CENSUS TREND, PROBLEMS ENCOUNTERED AND POSSIBLE SOLUTIONS

DESIGN WAYS TO MEASURE NONFINANCIAL RETURN

DOCTORS TO TAKE PART IN DETERMINING STRATEGIES TO ACHIEVE LONG TERM GROWTH


APPLICATION OF MARKETING CONCEPTS IN MY PRACTICE:

A PARADIGM SHIFT

LILIBETH MARTIN MARAVILLANOVEMBER, 2016


Career

I0 things to do in the next 30 days