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Planning & Marketing for 300 bedded
Corporate Hospital
PRESENTED BY :DR.PRPYANKA R.PHONDEEMBA-HEALTHCARE MANAGEMENT KHARGHAR BATCHROLL NO.-KHR2011EMBAHC5P007
What is Marketing of a Hospital
Identify Patients needs
Develop new service
s
Satisfy patien
ts
Patient Expectations• Good Medical
Care• Good Nursing
Care• Less Waiting Time• Excellent
Hospitality• Personal Attention• Courteous
Behavior• Affordable
Charges
• Cleanliness• Good
Coordination • Cooperation
among the Staff• Discipline• Communication &
Information• Transparency in
charges and procedures
Marketing change at various stagesof growth of a hospital
• When a hospital is new, it markets itself for bed occupancy.
• When it has attained a stage wherein it has reached reasonably good patient flow, marketing will then change focus to enhancing visibility, quality of service and brand building.
Role Of Marketer in Healthcare Industry
Variables include Patient The Physicians The employer The conflicting role of Physicians Lack of knowledge of the relationship between
many healthcare services and their personal needs
Present Era SecretBuild Relationship
Promotion of a hospital Marketing
Quality of treatment
Word of mouth
Medical camps
Medical tourism
Major surgeries
Social networking
7
Core Concepts of Marketing of hospital
Needs, wantsdemands
Hospitals Marketing &Marketers
Utility, Value &Satisfaction
Exchange, TransactionRelationships
Products
8
DemographicsDemographics
SocialChangeSocial
Change
EconomicConditionsEconomicConditions
Political & Legal FactorsPolitical &
Legal Factors
TechnologyTechnology
CompetitionCompetition
EnvironmentalScanning
EnvironmentalScanning
Target Market
ProductDistributionPromotion
Price ofA hospital
ProductDistributionPromotion
Price ofA hospital
External Environment is not controllable
External Environment is not controllable Ever-Changing
MarketplaceEver-Changing
Marketplace
External Marketing Environment
Physical / Natural
PUBLIC
Effective Marketing TechniquesPublic speech and Relations
Advertisement of Hospital equipments and Doctor’s profile
Media interview on hospital and healthcare
Marketing Techniques
DemonstrationMajestic view of Hospital to public
Hospital for what popularity
Notice distribution,
Poster display and affixing ect.
Cardboard printing and circulation, pamphlet
printing and circulation
Newspaper, Advertisement,
Television,Radio, Internet
mode of publicity
Min
dse
t of
peop
le f
or
the h
osp
ital
Public speech and relations
•This can be done through the expert committee consisting of the doctor’s team or the team trained to explain the various updates
•This process would enhance the relationship between the doctors, hospitals and the patients
Advertisement of the hospital equipments
Doctor’s profile
• It is important to explain the public or make them aware that your hospital is equipped with modern equipments and technologies in order to ensure that they are better than competitors and or par with the International standards and quality consciousness.
• Only in the Medical profession the name and the fame of the doctors profile is considered as equivalency of the God’s grace
Media interview on Hospital and Healthcare•These are primary concern about the
marketing system and techniques of corporate hospital
•It involves large no. of people watching all over the world & clarifying their doubts.
Building a health facility
Marketing an hospital starts from the structure of the building housing the facility. The architectural drawings must take cognizance of the nature of hospital and hospital business. The design must take note of important features like:
• 1)car park• 2 )Ambulance point• 3) Emergency management• 4)security posts• 5) Reception area• 6) Medical records unit• 7) Consulting rooms• 8) Laboratory and other diagnosis centre• 9) Wards accounting to sizes• 10) Isolation wards• 11) Theaters and Labor rooms• 12) Administration and accounts offices• 13)Conveniences for male and female visitors and patients.• 14)Rest rooms for Nurses and Doctors• 15) provision for other Services.• 16)Location of incinerator
Corporate Planning
Evaluate & Analyze existing tariff of the hospitals with respect to IPD, OPD & Diagnostic facility to be offered to corporate.
Understand and workout what maximum discount to be offered to the corporate.
Develop Policy for Terms of payments. Customize packages as per the need of the
corporate. Finalize the proposal format for the corporate Appoint corporate coordinator for one point of
contact for hospital Develop corporate communication Relationship building with the corporate as retention
strategy Organize corporate events
TRADE
▫ Define the catchment area of the hospital
▫Implement the referral policy
▫Develop the General Practitioner database
▫Follow-up schedules by the sales .
▫Need gap analysis for GP’s Clientele
▫Organize CME’s periodically
BRAND COMMUNICATION & INTEGRATED MARKETING COMMUNICATION
• Establish Brand Communication & Integrated Marketing Communication for the Hospital in designing of
▫Service Booklet▫ Information Leaflet▫Doctors Profile▫Logo Design▫Letter Head ▫All marketing Collaterals-Banners etc..▫Visiting Cards▫Reports / Envelopes▫Doctors letter / prescription pads▫Signage of the Hospital
WEBSITE DESIGNING
Website Development & Maintenance for the Hospital
▫Designing of the website▫Hosting of the website▫Domain Registration▫Flash / Graphical representation▫Content Development▫Layout designing▫Maintenance of website▫Interactive web content▫Networking website▫Social Media and marketing
TELEMARKETING & CALL MANAGEMENT INFORMATION SYSTEM
• Establish Telemarketing and Call Centre support:
▫ Manage call centre on day to
day basis▫ Educate and train the entire
staff on the various service mix
▫ Establish strong information dissemination centralize centre
▫ Develop database marketing ▫ Direct Mailer and promotional
campaign
• MIS support:
▫ Service wise Monthly reports
▫ Marketing reports▫ Activity reports▫ Analysis of the trends ▫ Marketing Strategies▫ Implementation & Audit
report▫ Allocating Budget
Local Market International Market
• A. Contracted patients.
• B. Local insurance companies.
• C. Out-of-pocket patients.
• It starts by Research to study the culture , population commonest diseases , the available healthcare services and the needs
• Stress on :1. Affiliation with clinic2. JCI Accreditation3. Tertiary care services4. Multinational nursing
team5. International services
Activities of the MarketingDepartment
Phase One• Facilitate corporate tie‐ups for both
inpatient and outpatient,• Health check‐up tie‐ups and• Credit client servicePhase two•maintaining the existing tie‐ups and•renewing contracts,•maintaining communication channels.
HOW ?
• The hospital organizes conferences, seminars, workshops, exhibitions, etc which would include all event management activities both within the hospital premises and at venues other than the hospital.
• Publication, brochures, patient information material, corporate film, website , press and media relations, VIP and visitor hospital tour and conduct patient satisfaction evaluation.
For International Market• Hospital should provide
value-added services such as transfers, hotel reservations and airline ticketing,
• Presenting a good quality of service at an a affordable price will make these patients the best ‘sales managers’ once they return to their home countries
The Marketing department
The marketing department of an hospital is an ancillary to the core medical services. The Job of the department include:
• 1) Identify the services available in the hospital. This will include the specialties and sub specialties.
• 2) Identify the customers of the hospital. There are four categories:• a) Private patients• b) Retainer ships• c) Health Insurance Patients• d) Complimentary patients.• 4) Segment patient base from information in their medical records.• 5) Understand the terms of the relationship with each retainer and HMO and ensure compliance
by all.• 6) Liaise with all retained organizations:• a) Send timely bills• b) payments• c) Increase attendance from retainers• d) Get feedback from patients• e) deal with inquiries pleasantly and professionally• f) attend to disputes from bills and other complaints• h) get authorization from retainers and HMOs whenever necessary• 7) Package hospital products and market same to the public.• 8) Create a good public image for the hospital• 9) Organize customer forums regularly by bringing your customers to meet specialist Doctors and
learn more about the hospital and available services.• 10) Do other assignments from management.
Four Strategies for Improving Patient Experience Eight Rules for Crisis Management
Marketing must take the lead in patient experience
• 1.Align promise with experience.
• 2. Start with first point of contact.
• 3. Improve staff communication
• 4. Improve the patient experience.
1. Develop a crisis communication plan.
2. Know when to apologize.
3. Stay true to your values. 4. Tell it first. 5. Tell it all. 6. Tell it yourself. 7. Get others to tell it. 8. Communication doesn’t
stop when the crisis has passed.
Healthcare Marketing: Branding Matters!
•1. Strong healthcare brands control their own destinies
•2. A clear brand position aligns physicians and staff
•3. Brand tools ensure consistent communications
•4. Branding supports multichannel and social media initiatives
Healthcare Marketing: 42 Ideas for Building a Better Hospital Brand
1. Write welcome letters and call new staff2. Encourage staff with signage such as, “through
these doors walk greatest staff”3. Recognize newcomers as “buddies,” and assign
them mentors4. Develop a robust orientation program for staff and
families5. Create pride cards based on what makes staff
proud6. Implement an employee of the day award7. Start a rumor or complaint line for patients and
staff8. Go on “endless management rounds”9. Create professional development opportunities for
employees10. Give out best attendance awards11. Create strong family wellness and fitness programs
for staff and their families12. Develop walking challenges and circulate wellness
newsletters13. Offer financial incentives to staff members who
improve health14. Assign staff “brand ambassadors”15. Provide GED classes and scholarships for hospital
staff members16. Put on “glad you’re here” one-year events17. Open an employee hardship fund18. Offer first time homeowner forgivable loans19. Recruit, retain, market aggressively, promote and
elevate physicians20. Offer endless options for physician retention21. Connect physicians and their families with mentors
at the center of the story
1. Research; ask questions; relish data; be totally frank
2. Reinvigorate, engage leaders — be champions of change
3. Align strategically: Employ, affiliate, partner and integrate physicians
4. Host networking events and dinners for physicians
5. Meld the “personal with professional”
6. Identify ways to make employees’ lives easier
7. Collaborate in best-practice medicine
8. Create “future task forces” in each physician specialty
9. Showcase the hospital using multiple media
10. Use benchmark data to persuade, not punish physicians
11. Rethink hospital’s communication strategy with physicians
12. Develop a physician navigator program
13. Establish physician e-communities and women MD networks
14. Put on “check the pulse” sessions and open forums with physicians and employees
15. Market to physician office staffers, physician who are significant referral sources
16. Promote the hospital in physician practice reception areas and exam rooms
17. Engage referral services; offer same day scheduling
18. Promote languages, reduce accents and improve speech
19. Offer free screenings and complimentary physician visits for patients
20. For physician integration and alignment, consider options beyond employment
21. Produce quality videos that market hospital’s brand, keeping physicians and patients
Healthcare Marketing: How to Resurrect a Brand
•1. Take responsibility•2. Never Give Up•3. Lead Strong•4. Stay Relevant•5. Keep Improving•6. Build Equity•7. Own Your Distinction
Total Turnover
Hospitals & NH
40%
Others7%
Labs &Diagnostics12%
Pharma & Supplies20%
Allopathic Doctors22%
Marketing of a Hospital
HOSPITALS, NURSING HOMES,
CLINICS, LABS
PHARMA
STATE/ GOI
MEDICAL SOFTWARE INDUSTRY
MEDICAL TOURISM MEDICAL/
HEALTH INSURANCE
NUTRITION INDUSTRY
TRANSPORT
POPULATIONGERAITRIC , PAEDIATRIC
MEDICAL, NURSING,
DENTAL, PHARMA COLLEGES
TPAMEDICAL
EQUIPMENT
Priorities for Marketing of Hospital
•Patient Satisfaction and Service•Physician Engagement and Satisfaction•Quality•Business Performance•Employee Satisfaction
7 P’s of Marketing of Hospital
THANK YOU