در این کارگاه الهام توسلی medico-marketing را معرفی می‌کند و نکات بازاریابی و فروش محصولات و خدمات حوزه سلامت را توضیح می‌دهد.

1. ‫توسلی‬ ‫الهام‬
‫دارو‬ ‫البرز‬ ‫علمی‬ ‫مشاور‬
‫برگساری‬ ‫تاریخ‬
4‫آذرماه‬98

2. Healthcare Marketing
Presented By: Elham Tavassoli

3. “
3
The Healthcare is an ever-
expanding, ultra-competitive
marketplace. If you don’t think
healthcare is about power, you
haven’t been paying attention!Someone famous

4. History
1970s - Present

5. 5
Formal Marketing activities were being initiated, and
advertising on the part of healthcare providers was
becoming common. Marketing by the healthcare
establishment was officially recognized in a
conference on the topic, sponsored by American
Hospital Association (AHA)
Marketing was being incorporated into the
structure of healthcare organizations(like
hospitals)
By the 1970s
By the 1980s
The consolidation of healthcare organizations into
ever-larger systems resulted in the creation of larger
organizations with expanded resources and more
sophisticated management. Many executives
entered the field from outside of healthcare, bringing
a more businesslike atmosphere with them
By the
1990s

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What is Healthcare Marketing?
Creating, Communicating, and Delivering
Health Information and Interventions using
Consumer-centered and Science-based Strategies
To
Protect and Promote the Health of Diverse
Populations.

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An integration of the traditional
marketing field with public
health research, theory
and practice
A complex framework that
provides guidance for
designing health
interventions, campaigns,
communications, and
research projects
A broad range of strategies and
techniques that can be used
to create synergy among
public health research,
communication messages
and health behaviors.

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4Ps:
Product
Price
Place
Promotion

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Physicians
Patients(Public)
Payers
Politics
New 4Ps:

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So How is Healthcare Marketing different
from…?The answer is complex because Health Marketing draws from many other disciplines, such as Health
Communication, Social Marketing, and Health Promotion. Here are some points that may help put the
term in perspective:
◂ Health Marketing is a new area of practice that is still being refined
◂ Health Marketing is not a term that is meant to exclude other foundational
disciplines
◂ Health Marketing is an integration of many disciplines and functions to meet
the health needs of diverse populations. This integration is why marketers
refer to terms such as the “Marketing Mix”

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Medico-Marketing
Is a process of information exchange that happens between a drug
manufacturer and the consulting doctor, Nurse, Pharmacist or
with the patients. The objective of this exchange is to explain
the company’s products and how it will assist the consumers in
prognosis or treatment of the health related problem.

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A Mckinsey Study found that patients have the same expectations from
healthcare companies as they do from non-healthcare companies. Your
patients now want:
• Great Value
• Great Customer Service
• Your Deliverance On Their Expectations
• To Make Their Life Easier With The Service They Buy From You

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Unifying Messaging and Objectives
Across All Internal Team Members
Reaching New Patients With Speed
And Efficacy For A Steady Influx of
Clients
Building Brand Awareness And Recognition
And Developing Long Lasting Relationships
With Patients
Establishing A Trusted Reputation
Benefits of A Well-executed Healthcare Marketing
Strategy

14. Healthcare Marketers Work With :
a specialized client base, namely
hospitals, doctor’s offices, nursing
homes, medical centers, health insurance
companies and other healthcare
companies.

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Healthcare marketers should evaluate their own practices and
organizations according to these four dimensions, and ask
questions around:
• Data
• Systems
• Process
• People

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Today’s Healthcare Marketers Face Many Challenges:
⏷ Market Uncertainty
⏷ Growing Consumerism, Adoption of New
Technologies (Like Telemedicine)
⏷ Complicated Digital Landscape

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What’s The Magic Pill For Healthcare Marketing?
Strategies and Tactics Vary Based on
Your Products, Services and Target Personas

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Healthcare Marketing Plan
Is a vision-driven, strategic detailed document that’s
meant to help facilitate the accomplishment of specific
healthcare business objectives, mission, and goals
over a given period of time

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A Good Healthcare Marketing Plan Is:
⏷ Well-defined healthcare marketing strategies and tactics
⏷ Learn your company's healthcare products (so you can market them like
a pro)
⏷ Do a thorough SWOT analysis (Strengths, Weaknesses, Opportunities,
and Threats)
⏷ Define your healthcare marketing S.M.A.R.T goals
⏷ Make sure you've defined your business subject matter experts
⏷ Create specific buyer personas for your marketing campaigns
⏷ Do a gap analysis to make sure you're on the right track

20. The healthcare marketing trends are the follows:
— From a mass marketing approach to a more specific approach.
— From image marketing to service marketing.(Video Marketing)
— From “one measure for all” to personalization. .(UX)
— From the emphasis on a health episode to a long-lasting
relationship.(CM)
— From “ignoring” the market, to market intelligence.
— From low-tech to high-tech(SEO)

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77% of all health inquiries begin at a search engine.
72% of total Internet users say they’ve looked online for health information.
47% of internet users search for information about doctors. (or other health professionals)
Pew research - 2009

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Year
Use of Content Marketing Among
Healthcare Organizations
2017 76%
2018 83%
2019 95%
The Trend: The Active or Planned Use of Content Marketing

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The Trend: Video is an essential tool for healthcare
brands
❑ It Helps Cut Through The Noise
❑ It Can Build Meaningful Relationships with Your Audience

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Dana-Farber Brigham & Women’s Cancer Center created
the slogan, “Right now you may have cancer. But what
your cancer doesn’t know is — You Have Us.”
Johnson & Johnson launched the campaign for Nurses’
Future in 2002 to address the shortage on nurses in the
nation. The Campaign aims to convert more people into
the nursing career.

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2020 Healthcare Marketing Trends
⏷ Online Patient Portals
⏷ Content Creation
⏷ Blog posts
⏷ Infographics
⏷ Videos
⏷ Focus on the reader
⏷ Know your audience
⏷ Testimonials & Reviews
⏷ Influencer Marketing
⏷ Mobile Responsive Websites
⏷ CRM Software
⏷ SEO
⏷ User Experience
⏷ Social Media Marketing
⏷ Putting it all Together

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Does anyone have any questions?
etavassoli1993@gmail.com
Thanks!☺