PPT on Health care marketing
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The document outlines the fundamentals of marketing, emphasizing its role in identifying and satisfying customer needs and building long-term relationships. It discusses key concepts such as the marketing mix (product, price, place, promotion), segmentation, targeting, and positioning (STP) frameworks. Additionally, it provides a ten-step guide for successful healthcare marketing strategies focused on aligning marketing efforts with strategic objectives and enhancing patient satisfaction.
PPT on Health care marketing
- 1. A Presentation on Presented By: Aalok Prakash Singh Chauhan [email protected]
- 2. 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. [email protected]
- 3. 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. [email protected]
- 4. 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. Some important concepts [email protected]
- 5. 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. [email protected]
- 7. 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). [email protected]
- 8. 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 [email protected]
- 9. • 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 [email protected]
- 10. 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. [email protected]
- 11. 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. [email protected]
- 12. 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. [email protected]
- 13. Client contact program Development of Specialized services Client referral program Proposal letters List serves Corporate Gifting Internal marketing strategies could be: [email protected]
- 14. 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 [email protected]
- 15. 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 [email protected]
- 16. 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. [email protected]
- 17. 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 [email protected]