Marketing programme for hospital service

marketing programme in hospital

1. MARKETING PROGRAMME FOR HOSPITAL SERVICE
INTRODUCTION
Hospital marketing is a way of promotion which provides high quality medical care to the
consumer or community while satisfying patient and families needs. The target market includes
patients and families, communities, doctors, medical personnel, hospital staff, and society .
DEFINITION
MARKETING
It is define as the science and the art of exploring ,creative and delivering values to satisfying
needs of a target market at a profit.
Dr.Philip kolter
MARKETING PROGRAMME
A marketing program is a coordinated and well-designed set of activities to achieve marketing
objectives.

Patient Expectations
 Good Medical Care
 Cleanliness
 Good Nursing Care
 Good Coordination
 Less Waiting Time
 Cooperation among

2.  Excellent the Staff Hospitality
 Discipline
 Personal Attention
 Communication & Courteous Behavior Information
 Affordable Charges
 Transparency in charges and procedures
Marketing change at various stages of growth of a hospital
o When a hospital is new, it markets itself for bed occupancy.
o 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
Promotion of a hospital Marketing
 Quality of treatment
 Medical tourism
 Word of mouth
 Major surgeries
 Medical camps
 Social networking
ELEMENTS OF HOSPITAL MARKETING PROGRAMME
The critical elements of a hospital marketing programme are
 Target Marketing – Establishing Target Customers
 Competition Analysis
 SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
 SMART Goals
 Strategies and Tactics
 Marketing Budgets

3. TARGET MARKETING
 The company must first decide who it will serve.
 It does this by dividing the market into segments of customers and selecting which
segments it will go after
 Clearly identify exactly WHO to connect to and HOW to do it. There are four primary
considerations:
 Geography: Where are they located?
 Demographics: What is there age, gender, etc.?
 Psychographics: What personality, lifestyle characteristics?
 Behavior: What are their primary needs and wants?
Primary Market
o General public
o Advertising - TV commercials
o Billboards
o Newspapers
o Radio
High and middle class
o Brochures in proper locations
o Direct mail
Secondary Market
 Staff
o Physicians
o Nurses
o Ancillary Staff
 Hospitals
 Business
o Drug screens
o Pre-employment physicals
Market Segmentation
 Socio demographic
o Age
o Gender
o Ethnicity
 Geographic
 Psychographic

4. Competitive Analysis
 Competition
 New clinics opening
 Older clinics improvement
 Consistently demonstrate
 quality improvement
 customer service.
 Integrated care delivery and management models
 To find out who all are the competitors.
 Compare its marketing strategies , products , prices , channels and promotion with
those of close competitors.
 Identifying the competitors
 Assessing competitors objectives ,strategies , strengths and weaknesses and reaction
process
 Selecting which competitors are attack or avoid.
SWOT ANALYSIS

 The overall evaluation of a company’s strengths , weaknesses ,opportunities and threats
is called SWOT.
 It involves monitoring the external and internal marketing environment.
EXTERNAL ENVIRONMENT
o A Hospital has to monitor key
o macroenvironment and microenvironment.

5. INTERNAL ENVIRONMENT
o It is one thing to find attractive opportunities and another to be able to take advantage
of them
o Each business needs to evaluate its internal strength and weakness
o It can do so by using a checklist for performing strength/weaknesses analysis.
SMART GOALS
SMART is an acronym that uses specific, measurable, achievable, realistic and timed objectives
to outline a successful marketing approach.
Specific – the information sufficient to pinpoint problems or opportunities.
Measurable – a quantitative or qualitative attribute be applied to create a metric
Actionable- information be used to improve performances
Relevant –information be applied to the specific problem faced by the marketer
Time –bound – objectives set for different time periods
STRATEGIES AND TACTICS
o Strategies are the ideas and approaches that are developed to achieve the goals.
eg; improve patient experience to inspire more word of mouth referrals.
o Tactics are the specific actions ,details and activities that must occur in order for the
strategy to succeed
Eg; devote one staff meeting per month to new ideas for improving patient
MARKETING BUDGETS
o Health care business establish budgets for operational expenses .
o But no pre-established budget for marketing
o They have to develop & take benefits of an annual marketing plan
SEVEN P’S OF MARKETING SERVICE
 PRODUCT
 PRICE
 PLACE
 PROMOTION
 PROCESS
 PEOPLE
 PHYSICAL EVIDENCES

6. PRODUCT
o The most important marketing mix
o A bundles of utilities offered to customer at of profit
o It may be tangible in case of product and but service are in intangible
PROMOTION
o Information about the product or service to the people to avail the benefits.
o Hospitals for promotion use advertisement or PR
o Promotion techniques are two types PERSONAL and IMPERSONAL
Personal Promotion
 Word of mouth plays an very important role in promotion of hospitals because the
patients who come to a hospitals generally have the old patients of that hospital as
referrals.
Impersonal promotion
 Press release
 Print media like Newspaper , magazines and journals.
PRICE
o It is an important component of the marketing
o It is a significant factor in deciding a hospital for a particular treatment.
o Hospital systems must focus on effective price modeling and cost analysis ,so that they
can meet consumers needs with a effective and understandable pricing strategy.
PEOPLE
o Under hospital marketing includes all different people involved in the service providing
process which includes doctors, nurses , supporting staff etc.
o The earliest and the best way of having control on the quality of people will be by
approving professionally sound doctors and other staff.
PLACE
o Under hospital marketing, distribution of medicare services play a crucial role .This
focuses on the instrumentality of almost all who are found invovled in marketing
services available to the ultimate users.
o In case of hospitals the location of hospital plays a very important role.
o Avoid inconveniences
o Avoid congestion & atmospheric pollution
o Adequate transports & communication facilities

7. PROCESS
o Process generally forms the different tasks that are performed by the hospital.
o The process factor is mainly dependent on the size of the hospital and kind of service it
is offering.
o Two different types of process for
Outpatient
Inpatient
PHYSICAL EVIDENCE
o Physical evidence is the environment in which the service is delivered with physical or
tangible commodities and where the hospital and the customers interacts.
o Physical evidences can be in the form of smart buildings ,logos , mascots etc.
Eg: Hospital counter, common ward, single room, emergency room
Consumer Analysis
o Demographic factors
 identify the targeted audience
 Age
 marital status
 income
 children
o Gather Information – leads to satisfaction
o Pilot program
MARKETING RESEARCH

8. CONCLUSION
Marketing is a function by which a marketer plans, promotes and delivers goods and services to
the customers. In the services marketing, 5the providers are supposed to influence and satisfy
the user.