Healthcare Business Plan Implementation

This assignment details the implementation timeline for a new healthcare business. It breaks down various stages such as client generation, sales management, marketing (including pricing and promotion), place selection/distribution, and strategic partnerships. Each stage has a designated team responsible and a proposed timeframe for completion within a 2-year period.

Running head: MARKETING IN HEALTHCARE PRACTISES
Marketing in healthcare practises
Name of the Student:
Name of the University:
Author note:

1MARKETING IN HEALTHCARE PRACTISES
Table of Contents
TASK 1............................................................................................................................................2
Answer 1..........................................................................................................................................2
Answer 2..........................................................................................................................................3
Answer 3..........................................................................................................................................4
Answer 4..........................................................................................................................................5
Answer 5..........................................................................................................................................5
TASK 2............................................................................................................................................7
1. Marketing objectives of Sydney Multi-Speciality Medical Centre.............................................7
2. Identifying the primary stakeholder and secondary stakeholder, and their inter-relationships...7
3. Ethical issues in the following aspects........................................................................................8
4. Sales forecasting techniques........................................................................................................9
5. Implement the marketing activities the services effectiveness....................................................9
(a) To implement the marketing activities the services effectiveness of the implementation
plan must be considered...............................................................................................................9
Reference.......................................................................................................................................11

2MARKETING IN HEALTHCARE PRACTISES
TASK 1
Answer 1
(a) Every organisation is in business of selling product a service. The strategy that drives the
company to its success is combination of different functional strategies of that business including
marketing strategy. Different activities of marketing are product selection, pricing and
promotion, place or channel of marketing selection, customer profiling as well as customer
relationship management, competitor identification and give feedback to the company of the
product or service (Miller and Tucker 2013).
(b) The factors considered in Calvary hospital in order to frame relevant marketing strategies are
 Product or service category – health care
 Demand of the product or service – the percentage of patient compared to the population
 Competitive background of that industry – the healthcare industry and its competitors
 Strategic decision regarding place selection – the centre of giving the service
 Trend of buying – Trend availing the service of healthcare
 Pricing of the product or service – pricing the medicine and care service
 Promotional channels – social marketing and societal marketing

3MARKETING IN HEALTHCARE PRACTISES
Answer 2
(a)
TIMELINE OBJECTIVES ACTIVITY
PLANNED
PERFORMANC
E MEASURE
CHANNELS
FOR
PROMOTIONS
5 months To focus on the
advertisements
Segmentation,
targeting and
positioning
Number of
division in
clusters
Through events
2 months Increase the
number of client
Client contact
program
Number of leads
generated
Official online
media
6 months Customisation Development of
specialised
services
Variation in
customisation
Direct selling or
demo
1 month Growth
assessment in
referral
Client referral
program
Number of client
got through
referral
Emails and
messages
2 months Increases
visibility and
acquiring new
clients
Email or
newsletter
broadcast
Number of email
reverted
Gmail, and real-
time mail
services
4 months Increases
visibility
Sponsorships Number of
sponsored events

4MARKETING IN HEALTHCARE PRACTISES
8 months Increases
visibility
Television
Advertising
TRP Different
regional channels
3 months Increases
visibility and
acquiring new
clients
Networking with
health care
communities and
attorneys
The number of
clients generated
(b)
The nurses are one of the most important roles in healthcare service to acquire success in Calvary
hospital. They are in the front-end function and their responsibility includes, increasing the
positive word of mouth of the health care service. The performance of these persons is measured
by repeat visits of patients. The objective of those persons is crucial. The other person whose role
in marketing is crucial is the social marketing manager of the organisation, whose responsibility
as well as objective is to promote the company and their service among the common people. His
performance will be measured in terms of market return on investments.
Answer 3
(a) Monitoring means regular observation of different activities. Recording the programs and
routinely gathering information of different activities come under monitoring process in an
organisation, Calvary hospital.
(b) Analysing the marketing activities of an organisation ensure the outcome of the business is in
harmony with primary goals in Calvary hospital. Monitoring the performance of the company
through analytics software has become the trend. There are several software to evaluate the
performance of the company, like Google analytics, Firestars and Adobe site catalyst (Miller and

5MARKETING IN HEALTHCARE PRACTISES
Tucker 2013). The return on investment is one of the major evaluation elements of marketing
activities. Market share, earning profits percentage and number of customers are also major
indicators of performance.
(c) Organisations in healthcare analyses their marketing performance against their marketing
plan by Key Performance Indicators in Calvary hospital.
 Customer retention
 Marketing Return on Investment
 Cost per customers lead
 Overall patient satisfaction
 Number of media mentions
Answer 4
To monitor the marketing services in a healthcare the production, promotion, distribution and
pricing functions needs to be monitored.
To monitor the product performance the key performance indicators in Calvary hospital
that needs to be analysed are medication error, patient vs. Staff ratio, Patient follow up , patient
wait time, bed or room turnover. To monitor the pricing the indicators are average health claim
processing time and cost, claims denials rate, average treatment charge, employee wages. For
promotional activities, the indictors are number of patients compared to other healthcare
organisation, customers, marketing return on investments, cost per client, referral.
Answer 5
(a) Calvary hospital always takes three factors in consideration to evaluate and monitor the key
performance indicators. The bottom line or the final balance of the organisation. The profit

6MARKETING IN HEALTHCARE PRACTISES
against volume sold and margin of profit gained. The other factor in evaluation is the metrics of
the company known as key performance indicators. The return on investment to evaluate success
on the capital invested (Miller and Tucker 2013).
(b)
Strengths – number of specialised expertise, strong customer relationship management, regional
recognition, quality of customers repeated visits,
Weakness – lack of income diversification, lack of upgraded IT support in performance, no
significant hard assets.
Opportunities – alignment of practises, increasing marketing efforts, create awareness of the
companies services and products
Threats – reimbursement problems, self-referral and in-office imaging, increasing the number of
after hour works may increase attrition rate
(c)
To maintain the relevance and viability of the company’s performance the communication
between the stakeholders and company personnel are intranet, social media, chat rooms, formal
meetings, private group messaging and collaborative spaces, file transfer and discussion forums
(Reidenbach and Robin 2013).

7MARKETING IN HEALTHCARE PRACTISES
TASK 2
1. Marketing objectives of Sydney Multi-Speciality Medical Centre
The main marketing objective of this newly formed company must be to increase the number of
clients in their clientele list for the first two years through positive word of mouth and choosing a
strategic location of the healthcare building. To increase the number of clients in their healthcare,
it also must be considered the societal marketing of their services through online media. The
number of clients must reach 600 clients at the two years. Other SMART marketing objectives
are to increase market awareness and visibility of the company in the country. With already
residing many numbers of competitors, they must separate themselves in giving unique services
of healthcare to their patients(Miller and Tucker 2013). In addition, the customer relationship
management must be good for the company to thrive and achieving positive word of mouth. As
the market, entry barriers are less they have the advantage capturing the whole market in Sydney.
2. Identifying the primary stakeholder and secondary stakeholder, and their inter-
relationships
(a) Primary stakeholders of the company are those who are directly related to the company. It
includes strategic partners and clients, staff in the payroll of the company, manager personnel,
and shareholders. The secondary stakeholders of the company are media team, government,
bank, associations, and competitors. The primary and secondary stakeholders have
interrelationships as both are directly or indirectly related to the performance of the company.

8MARKETING IN HEALTHCARE PRACTISES
The most important part is the involvement, interest and influence of them in the strategic
decision-making (Reidenbach and Robin 2013).
(b) Effectiveness of the engagement of key stakeholders is a process and analysing the
stakeholders is must for Sydney Multi-Speciality Medical Centre. To engage them more in the
process the periodical meetings, discussion forums and other communication platforms must be
created. Based on their involvement they must significantly involve them in the working process.
Further, the information sharing must be considered among the stakeholders (Srinivasan et al.
2016).
3. Ethical issues in the following aspects
Marketing research – the reliability and consistency of the data collection process is major part to
be considered. The authenticity of the data collection process must be maintained (Gupta et al.
2013).
Pricing – the correct prices must be advertised in their promotion. The penetration pricing also
must be avoided.
Places (distribution) – the place of service rendering are should be legal and any imposition
should be avoided (Josyula,and Lyle 2013).
Advertisements - the advertisements of the company should communicate the proper messages to
their customers. Manipulation of the messages must be avoided.
Sales promotion –misleading and deceptive conduct must be avoided.

9MARKETING IN HEALTHCARE PRACTISES
4. Sales forecasting techniques
The regression analysis of the marketing activities is an efficient method of gauging the trend of
the company. This method will ensure trend in the company are in positive pace. This will also
predict future trend of sales. Length of sales lifecycle is customer centric and based on the
success rate of the company (Gupta et al. 2013). This requires data crunching of the historical
data by categories. Different types of deals are included in this process. Opportunity stages with
the accuracy of data are incorporated in this process (Christopher et al. 2013). Length of
lifecycle data will create an algorithms based on different types of deals. The number of average
repeat customers is considered separately in this matter (Vuori et al. 2013).
5. Implement the marketing activities the services effectiveness
(a) To implement the marketing activities the services effectiveness of the implementation
plan must be considered.
 To recruit a team to evaluate the marketing plan for the company
 Achieve 12% more market share by first 5 years of commencements of their business.
 Customer relationship management training of the company
 CRM driven promotion through mail
 Service recovery standard must be maintained in the company (Martensen and Mouritsen
2014)
 Supporting the site selection activities
 Research care utilisation patterns in the industry
 Developing targeted promotional campaign of the company while maintaining the ethics
of the company(Mackey and Liang 2013)

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(b) Marketing mix implementation strategy
Marketing activity By whom it will be
implemented
How it will be
implemented
By when it will be
implemented
Client generation
(service)
Sales manager Advertisements and
promotion
Within 2 years
Place selection or
distribution
Strategic partners and
operational executives
Purchasing land or
leasing places in
Sydney
6 months
Pricing Marketing team Market skimming
pricing (Martensen
and Mouritsen 2014.)
3 months
Promotion Marketing team Through promoting
through channels and
other activities
8 months

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Reference
Christopher, M., Payne, A. and Ballantyne, D., 2013. Relationship marketing. Taylor & Francis.
Gupta, A., Tyagi, M. and Sharma, D., 2013. Use of social media marketing in
healthcare. Journal of Health Management, 15(2), pp.293-302.
Josyula, L.K. and Lyle, R.M., 2013. Barriers in the implementation of a physical activity
intervention in primary care settings: lessons learned. Health promotion practice, 14(1), pp.81-
87.
Mackey, T.K. and Liang, B.A., 2013. Pharmaceutical digital marketing and governance: illicit
actors and challenges to global patient safety and public health. Globalization and health, 9(1),
p.45.
Martensen, A. and Mouritsen, J., 2014. Prioritising investments in marketing activities to
improve business performance. Total Quality Management & Business Excellence, 25(5-6),
pp.582-601.
Meyer, P., 2015. McDonald’s Marketing Mix: 4Ps Analysis. Panmore Institute. October, 7.
Miller, A.R. and Tucker, C., 2013. Active social media management: the case of health
care. Information Systems Research, 24(1), pp.52-70.
Reidenbach, R.E. and Robin, D.P., 2013. Some Initial Steps Toward Improving the Measurement
of Ethical Evaluations of Marketing Activities. In Citation Classics from the Journal of Business
Ethics (pp. 315-328). Springer Netherlands.

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Shankar, P.R., 2017. Fact or fiction? What healthcare professionals need to know about
pharmaceutical marketing in the European Union.
Simanjuntak, E.R., Balqiah, T.E. and Pawitra, T., 2016, July. CRM CAPABILITIES AND
MARKETING EFFECTIVENESS: THE MEDIATING ROLE OF INTERACTIVE
MARKETING IMPLEMENTATION. In 2016 Global Marketing Conference at Hong Kong (pp.
892-893).
Srinivasan, S., Rutz, O.J. and Pauwels, K., 2016. Paths to and off purchase: quantifying the
impact of traditional marketing and online consumer activity. Journal of the Academy of
Marketing Science, 44(4), pp.440-453.
Vuori, I.M., Lavie, C.J. and Blair, S.N., 2013, December. Physical activity promotion in the
health care system. In Mayo Clinic Proceedings (Vol. 88, No. 12, pp. 1446-1461). Elsevier.