1. Planning & Marketing for
300 bedded Corporate
Hospital
PRESENTED BY :
DR.PRPYANKA R.PHONDE
EMBA-HEALTHCARE MANAGEMENT
KHARGHAR BATCH
ROLL NO.-KHR2011EMBAHC5P007

2. What is Marketing of a Hospital
Satisfy
patients
Develop
new
services
Identify
Patients
needs

3. Patient Expectations
• Good Medical Care • Cleanliness
• Good Nursing Care • Good Coordination
• Less Waiting Time • Cooperation among
• Excellent the Staff
Hospitality • Discipline
• Personal Attention • Communication &
• Courteous Behavior Information
• Affordable Charges • Transparency in
charges and
procedures

4. Marketing change at various stages
of 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.

5. 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 Secret
Build Relationship

6. Promotion of a hospital Marketing
 Quality of treatment  Medical tourism
 Word of mouth  Major surgeries
 Medical camps  Social networking

7. 7
Core Concepts of Marketing of hospital
Needs, wants Utility, Value &
Products
demands Satisfaction
Marketing & Exchange, Transaction
Hospitals
Marketers Relationships

8. 8
External Marketing Environment
External Environment
is not controllable Social Ever-Changing
Change Marketplace
Demographics
Economic
Product Physical / Natural Conditions
Distribution
Promotion PUBLIC
Price of
A hospital
Competition
Target Market
Political &
Legal Factors
Technology
Environmental
Scanning

9. Effective Marketing Techniques
Public speech and
Demonstration
Relations
Marketing
Techniques
Advertisement of Media interview on
Hospital equipments hospital and
and Doctor‟s profile healthcare

10. Demonstration
Majestic view of Hospital to public
Newspaper,
Advertisement,
Mindset of people for the hospital
Television,
Cardboard
printing and Radio, Internet
circulation, mode of publicity
pamphlet
printing and
circulation
Notice
distribution,Poster
display and affixing
ect.
Hospital for what
popularity

11. 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

12. Advertisement of the hospital
Doctor’s profile
equipments
• It is important to explain the • Only in the Medical profession
public or make them aware the name and the fame of the
that your hospital is equipped doctors profile is considered as
with modern equipments and equivalency of the God‟s grace
technologies in order to ensure
that they are better than
competitors and or par with
the International standards
and quality consciousness.

13. 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.

14. 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

16. 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

17. 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

18. 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

19. 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

20. TELEMARKETING & CALL MANAGEMENT
INFORMATION SYSTEM
• Establish Telemarketing • MIS support:
and Call Centre support:
▫ Manage call centre on day to ▫ Service wise Monthly
day basis
▫ Educate and train the entire reports
staff on the various service ▫ Marketing reports
mix
▫ Activity reports
▫ Establish strong information
dissemination centralize ▫ Analysis of the trends
centre ▫ Marketing Strategies
▫ Develop database marketing
▫ Direct Mailer and ▫ Implementation & Audit
promotional campaign report
▫ Allocating Budget

21. Local Market International Market
• A. Contracted patients. • It starts by Research to
study the culture ,
• B. Local insurance population commonest
companies. diseases , the available
healthcare services and
the needs
• C. Out-of-pocket patients. • Stress on :
1. Affiliation with clinic
2. JCI Accreditation
3. Tertiary care services
4. Multinational nursing team
5. International services

22. Activities of the Marketing
Department
Phase One
• Facilitate corporate tie‐ups for both inpatient
and outpatient,
• Health check‐up tie‐ups and
• Credit client service
Phase two
• maintaining the existing tie‐ups and
• renewing contracts,
• maintaining communication channels.

23. HOW ?
• The hospital organizes For International Market
conferences, seminars,
workshops, exhibitions, etc • Hospital should provide value-
which would include all event added services such as transfers,
management activities both hotel reservations and airline
within the hospital premises and ticketing,
at venues other than the • Presenting a good quality of
hospital. service at an a affordable price
• Publication, brochures, patient will make these patients the best
information material, corporate „sales managers‟ once they
film, website , press and media
return to their home countries
relations, VIP and visitor
hospital tour and conduct
patient satisfaction evaluation.

24. 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.

25. Four Strategies for Improving Eight Rules for Crisis Management
Patient Experience
Marketing must take the 1. Develop a crisis
lead in patient experience communication plan.
• 1.Align promise with 2. Know when to
experience. apologize.
• 2. Start with first point of 3. Stay true to your values.
contact. 4. Tell it first.
• 3. Improve staff 5. Tell it all.
communication 6. Tell it yourself.
7. Get others to tell it.
• 4. Improve the patient
8. Communication doesn’t
experience.
stop when the crisis has
passed.

26. 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

27. Healthcare Marketing: 42 Ideas for Building a Better Hospital Brand
1. Research; ask questions; relish data; be totally frank
1. Write welcome letters and call new staff
2. Reinvigorate, engage leaders — be champions of change
2. Encourage staff with signage such as, “through these
doors walk greatest staff” 3. Align strategically: Employ, affiliate, partner and
3. Recognize newcomers as “buddies,” and assign integrate physicians
them mentors 4. Host networking events and dinners for physicians
4. Develop a robust orientation program for staff and 5. Meld the “personal with professional”
families 6. Identify ways to make employees‟ lives easier
5. Create pride cards based on what makes staff proud 7. Collaborate in best-practice medicine
6. Implement an employee of the day award 8. Create “future task forces” in each physician specialty
7. Start a rumor or complaint line for patients and staff 9. Showcase the hospital using multiple media
8. Go on “endless management rounds” 10. Use benchmark data to persuade, not punish physicians
9. Create professional development opportunities for 11. Rethink hospital‟s communication strategy with
employees physicians
10. Give out best attendance awards 12. Develop a physician navigator program
11. Create strong family wellness and fitness programs 13. Establish physician e-communities and women MD
for staff and their families networks
12. Develop walking challenges and circulate wellness 14. Put on “check the pulse” sessions and open forums with
newsletters physicians and employees
13. Offer financial incentives to staff members who 15. Market to physician office staffers, physician who are
improve health significant referral sources
14. Assign staff “brand ambassadors” 16. Promote the hospital in physician practice reception
15. Provide GED classes and scholarships for hospital areas and exam rooms
staff members
17. Engage referral services; offer same day scheduling
16. Put on “glad you‟re here” one-year events
18. Promote languages, reduce accents and improve speech
17. Open an employee hardship fund
19. Offer free screenings and complimentary physician visits
18. Offer first time homeowner forgivable loans for patients
19. Recruit, retain, market aggressively, promote and 20. For physician integration and alignment, consider
elevate physicians options beyond employment
20. Offer endless options for physician retention 21. Produce quality videos that market hospital‟s brand,
21. Connect physicians and their families with mentors keeping physicians and patients
at the center of the story

28. 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

29. Total Turnover
Others
7%
Labs &
Diagnostics
12%
Hospitals & NH
Pharma & Supplies 40%
20%
Allopathic Doctors
22%

30. Marketing of a Hospital
STATE/ GOI
PHARMA MEDICAL
SOFTWARE
INDUSTRY
MEDICAL
TOURISM MEDICAL/
HEALTH
HOSPITALS, INSURANCE
NURSING
NUTRITION HOMES,
INDUSTRY CLINICS, LABS
TPA
MEDICAL
EQUIPMENT
MEDICAL, POPULATION
NURSING, GERAITRIC ,
TRANSPORT PAEDIATRIC
DENTAL, PHARMA
COLLEGES

31. Priorities for Marketing of Hospital
• Patient Satisfaction and Service
• Physician Engagement and Satisfaction
• Quality
• Business Performance
• Employee Satisfaction

32. 7 P’s of Marketing of Hospital

34. THANK
YOU