Marketing Strategy for Ras Al Khaimah Clinic

The assignment content describes a marketing plan for promoting a clinic in Ras Al Khaimah, UAE, and its surrounding areas. The plan involves various promotional activities such as Google AdWords, banner advertising, newsletter advertising, and online directory listing. The budget for the marketing plan is $40,000, with short-term projections of 700 appointments within six months and 1800 appointments within one year. Long-term projections also indicate a positive response from these efforts.

Running Head: MARKETING PLAN
healthcare marketing
[Document subtitle]

MARKETING PLAN 1
Executive summary
The marketing plan is given to open the clinic and being an individual, I would like to name my
clinic as Kingsley Greeno Family Clinic, and the clinic will be opened in UAE. The clinic will
provide the best quality of services and treatment to the people for their well-being. The services
are not restricted to the people of any single age group as everyone can avail them at the lower
prices for their improved quality of work life. Further, the marketing plan includes the market
challenge, situation analysis, market segmentation and short and long term projections in order to
come up with a great plan for the patients and this will also help in achieving sustainable
competitive advantage.

MARKETING PLAN 2
Contents
Market challenge.........................................................................................................................................3
Situation Analysis........................................................................................................................................3
1. Practice Analysis............................................................................................................................3
2. Patient Analysis..............................................................................................................................4
3. Competitor analysis.......................................................................................................................5
4. Collaborators.................................................................................................................................6
Market Segmentation..................................................................................................................................6
1. Services and treatments.................................................................................................................6
Selected Marketing Strategy.......................................................................................................................8
1. Services, treatments, and procedures...........................................................................................8
2. Price and fees.................................................................................................................................8
3. Distribution....................................................................................................................................9
4. Promotion.......................................................................................................................................9
Short and Long- Term Projections.............................................................................................................10
Conclusion.................................................................................................................................................11
REFERENCES..............................................................................................................................................12

MARKETING PLAN 3
Market challenge
Our doctors will diagnose and treat the various diseases of all ages and will emphasize more on
the prophylactic medicines and the overall wellness and health of the patients. The clinic will be
having adequate equipment and the well-trained staff in order to take care of the patients. There
will also be the retailing of prescribed drugs, products of beauty and cosmetics for the patients.
An initial goal for the monthly appointments will be approximately 150, and for first two
months, the patients will get a discount as well. Our long-term strategic goal for our practice will
be to create a caring environment of service while assuring that the individual differences are
being valued at each step and level of the company. We will keep the prices low so that each
person can avail the services and remain healthy. We will not restrict our services to a particular
age group rather we will offer services to people of every age group.
Situation Analysis
1. Practice Analysis
Our primary goal will be to treat the patients according to their needs on the basis of first come
first service. Our secondary goal will be to assimilate the staff as highly skilled, experienced and
passionate professionals of healthcare who will convert their experience and knowledge of care
within the distinct population positively. Our mission will be to embolden the hope and further
contribute to the well-being and health of the patients by offering the best care through
incorporated clinical practice, research and education.
The Strengths of the Kingsley Greeno Family Clinic will be:
 The clinic will pay more concentration to the activities of education and research. The
team of the clinic will be more tangled in the multi-disciplinary research as this will help
in various discoveries of prevention and treatment methods and techniques.
 The clinic will focus mainly on the quality of services which will be provided to the
patients like care, usage of technology, expertise, knowledge, etc.
 The clinic will incorporate the scheduling system of patients which will help in entrusting
patients to the various physicians and the time of appointment will be organized.

MARKETING PLAN 4
The Weaknesses of the Kingsley Greeno Family Clinic will be:
 The existence of competitors in the area of Ra Al Khaimah as there are various
competitors who provide similar services to the patients to some extent.
 As the people will come from a different background to work in the clinic and this might
not create the synergy of diversity and will result to conflicts.
 The clinic has to provide specialized treatments for the various conditions of health like
cancer because people visit the clinic who offers such specialized treatments and if the
clinic does not do so, then it might lose the share of the market.
The market share of the clinic at the initial stage will be 6 percent, and it is being estimated that
the market share will increase in the upcoming time.
2. Patient Analysis
Our clinic is expecting to see at least five patients a day in the initial month, and we will also
offer some discounts to them for the first two months. Therefore, we will keep the prices low for
our services so that we can engage more and more patients in order to increase our business
value. We will not provide the services and treatment to the burnt patients as we don't have
physicians of this field at this point in time but we might provide services to them as well in the
near future. However, we will treat the rest other types of a patient but we will be aware of the
angry patients and will handle them calmly because they are the ones who impact the business
value adversely. Further, the patient value the most are symptoms and soothing illness instead of
prevention of disease. We will make sure to cure the patient as soon as possible without wasting
any time and resources. The patients want care immediately and also value kind behavior from
the staff of the clinic. They want to get best treatment and services with the minimum cost. The
patients will not be forced to get the services our clinic. But we will also keep the facility of
feedback as the patients will be asked to give the feedback after they are cured of the disease so
that we can improve our services accordingly (Abdool, S.A., 2014).The concentration of patients
will increase depending on the services we will offer as we will provide services at the lower
price and the new equipment and advanced technology will be used in order to cure the patients.
We will not have any age bar for the patients as we will provide services to the patients of every
age group. And we will also provide monthly checkup facilities with the membership card so that
the patients remain healthy for a long run.

MARKETING PLAN 5
3. Competitor analysis
The competitors will be Al Zahrawi Hospital as it is located in the same location like our clinic
the hospital was created in 1987. The hospital has well trained and qualified staff which provides
services to the patients. The hospital offers almost every kind of treatment in order to cure the
patients, and it has various departments for such services like dentistry, radiology, dermatology,
gynecology, etc. The hospital has the great position in the market and has a great business value
(Alzahrawihospital.com, 2016).
The strengths of the hospital are-
 The hospital has a sustainable competitive advantage because it is being recognized by
the Health Ministry, UAE.
 The patients prefer to visit the hospital instead of any other because of the specialized
treatment which the hospital provides to the patients in order to cure them of the disease.
The market share is 28 percent.
The weakness of the hospital are-
 The middle-class families cannot afford to avail the services as the prices of the services
are very high.
 The hospital doesn’t have a good repo with the other small clinics in the neighborhood
and doesn’t provide any kind of services to handle the patients during the case of an
emergency.
The another competitor is the Modern Polyclinic as it is also located in the same location and it
mainly focuses on children by providing them best services and cures them of the various
diseases. It is also being recognized by the Health Ministry, UAE. The market share of the
hospital is 26 percent (Mymd.ae, 2016).
The strengths of the hospital are-
 The hospital provides various health and medical services with the information
technology advancement.
 The patients are more attracted to the hospital because of the usage of the equipment of
advanced technology.

MARKETING PLAN 6
The weaknesses of the hospital are-
 The prices are very high for the equipment of advanced technology which is not
affordable for everyone.
 The staff of the organization is not well organized as they are highly qualified and there
are conflicts among them.
4. Collaborators
We are planning to work with the Al Ittihad Drug Store, UAE (Al Ittihad Drug Store (IDS),
2016). As it is one of the leading distributors of the drugs and we are looking forward to working
with it for the retailing of prescribed drugs in the near future in order to increase our business
value. This will also help in getting the sustainable competitive advantage by creating tough
competition for the competitors. Our clinic will be able to maximize the profitability, and we will
be able to fascinate more patients for the betterment of their lives.
Market Segmentation
1. Services and treatments
Further, the table is given which will help in understanding the services and the treatment which
are clinic will provide.
SERVICES
AND
TREATMENT
DESCRIPTIO
N
PERCENTAGE
OF BOOKED
APPOINTMENTS
FEES
(AED)
Blood and
marrow
transplant
It is the
treatment for the
cancer of blood
or disorder like
leukemia which
further requires
marrow and
blood
transplantation.
18 20,400
Chemotherapy The cancer cells
are destroyed
with the help of
medicines or
drugs.
28 23,500

MARKETING PLAN 7
Immunotherapy The immune
system of the
patient body will
be used to fight
any kind of
disease.
35 14,000
Supportive
oncology
It is the
specialized care
of the medical
which helps in
controlling the
various
symptoms of the
disease and helps
in improving the
quality of life.
32 9,000
Fertility
preservation
The information
related to the
risk of fertility
and the various
other options of
preservation will
be given to the
patients.
39 7,000
Hormone
therapy
This treatment
will help the
body hormones
to change
according to the
needs of the
body and will
cure the various
diseases.
49 6,000
Complementary
therapy
This will include
the massage,
acupuncture, and
reiki which will
be given to the
patients to make
them feel
relaxed.
60 Free of cost.
The booking goals can be reached by attracting patients through promotion and offering them
some discounts during the initial appointments. The patients will get best services by the staff of
the clinic at the economical rate as compared to the competitors.

MARKETING PLAN 8
Selected Marketing Strategy
1. Services, treatments, and procedures
There are various treatments which we will be offering like blood and marrow transplant,
chemotherapy, immunotherapy, fertility preservation, supportive oncology, hormone therapy and
complementary therapy. We will be offering these treatments in the beginning, and we will come
up with more services and treatment in the near future. As these are the signature services and
will slowly and gradually expand our services and treatment according to the needs of the
patients. Further, the customers will get the best quality of services as our clinic will have best-
qualified physicians and the staff in order to take care of the patients adequately. The physicians
have experience of various years of training and they will not do at all experiment with the
patients whereas they will give their best to cure the patients so that they can improve their
quality of life and live a healthy life (McLain et al., 2016). Further, we guarantee satisfaction to
the patients as they will not leave our clinic unsatisfied. We will give our best to provide them
the best services and treatment for their well-being. The patients who will visit our clinic once
will only prefer to visit our clinic next time. They will be pleased with the warm behavior and
attitude of the staff and the physicians of the clinic.
2. Price and fees
TREATMENT
AND SERVICE
PRACTICE FEES
(AED)
FEES FOR EACH
SERVICE (AED)
DISCOUNTS
Blood and
marrow transplant
10,000 20,400 10%
Chemotherapy 12,000 23,500 15%
Immunotherapy 9,000 14,000 8%
Supportive
oncology
6,000 9,000 3%
Fertility
preservation
5,000 7,000 2%
Hormone therapy 3,000 6,000 1.5%
Complementary
therapy
2,000 Free of cost -
The high discounts will be given to the patients during the initial two months in order to attract
and retain them. The patients will get the two types of financial options i.e. care credit as they are
very flexible, and most importantly they are budget friendly, and this will help the patients to

MARKETING PLAN 9
make payments by getting various benefits. The another option is lending club patient solutions
as this is also the flexible plan for the payment the rates are fixed and are very low and there will
be no penalty for the prepayment. This will also help in extending the plans. The terms of the
payments will be simple and easy so that the services can be avail by the middle-class people as
well and they can easily access it (Lemmens et al., 2012).
Our services are compared with the competitors as they offer services at high prices and they
exactly know that what the patient wants and why they cannot switch to another clinic.
Therefore, we have done the complete research on our competitors and the people before making
such a plan for our clinic. The competitors don't provide or rarely provide discounts to the
patients, and the prices of the services and practice are very high whereas, we will provide
discounts to them in order to retain them. The competitors also don't provide such financial
options as they are mainly generating profits.
3. Distribution
We will be promoting our clinic in the nearby locations of Ras Al Khaimah like Diba, Umm Al
Qaywayn, and Khor Al Fakkan. We will also be promoting our clinic in all the areas of Ras Al
Khaimah like Ras Al Khaimah city, Rams, Masafi, and Al Jazirah Al Hamra. These are the
places and locations in UAE where we will be promoting our clinic and services. Further, we
will be locating our main clinic in the city of Ras Al Khaimah, and we will try to expand our
business in the other parts of UAE depending on the number of patients from the particular
location.
4. Promotion
We will be using various types of advertising campaigns and online marketing, and they are as
follows (Eldredge et al., 2016):
 Google AdWords- it is also known as advertising of pay-per-click. This will also help us
generating profits whenever the person clicks our website. And the person will be able to
know about us whenever he will type a keyword related to our services and treatment
then the name of our clinic will pop-up in front of him.

MARKETING PLAN 10
 Banner advertising- we will be using banner advertising in order to make people aware
about our quality services and treatment, and this is one of the best methods in order to
create awareness among people.
 Newsletter advertising- we will be advertising our services, and the treatment in the
newspaper and this attract more patients as people are fond of reading newspapers and
they will definitely give a look at our column.
The budget for our marketing plan will be $40,000. The various promotional programs will be
conducted which are given above, and the estimated budget will help in achieving the desired
goals. We will be hiring a specialist for the public relations in order to communicate with the
target audience. Our goal for each channel will be to attract more patients so that they can avail
our services economically and at best quality which will help us increasing our business value
and gaining the competitive advantage.
Short and Long- Term Projections
We are expecting a great positive response from our efforts of advertising and marketing. As we
want to attract more patients and cure them for their well-being and provide services to those
even who cannot afford the services at other clinics. We are expecting around 700 appointments
within the period of six months and approximately 1800 appointments for the period of one year.
Further is the budget for our marketing and advertising plan for our clinic for the 1st quarter only.
MARKETING
EXPENDITURES
DECEMBER
(AED)
JANUARY
(AED)
FEBRUARY
(AED)
TOTAL
(AED)
Online marketing
of directory
1,000 1,000 1,000 3,000
Pay-per-click 400 400 450 1,250
Generating new
video
0 0 2,500 2,500
Website 20 15 5 40
Printing of ads 4,000 4,000 3,500 11,500
Newsletter
advertising
4,500 4,500 2,000 11,000
Printing of
brochure
3,200 3,200 2000 8,400
TOTAL (AED) 12,720 12,115 11,445 36,280
EXPECTED
(AED)
15,000 15,000 13,000 40,000

MARKETING PLAN 11
MARKETING
AS A
PERCENTAGE
OF SALES
0.84% 0.807% 0.88% 1%
Conclusion
The marketing plan contains the description of the services and treatment with the strategic goals
of the clinic. Further, the practice, patient, competitor analysis is done in order to understand the
situation and the market. Then the market segmentation is done to see that how we are different
from our competitors. Then the promotional activities are being decided in order to create
awareness among people, and the budget is being estimated for the marketing and advertising
plan.

MARKETING PLAN 12
REFERENCES
Abdool, S.A., 2014. A Cross-Sectional Study of a Health Information System (HIS) in the
United Arab Emirates Federal Healthcare Organization (UAE FHO).
Al Ittihad Drug Store (IDS). (2016). Home - Al Ittihad Drug Store (IDS). [online] Available at:
http://www.ids.ae/ [Accessed 9 Nov. 2016].
Alzahrawihospital.com. (2016). Al Zahrawi Hospital, Ras Al Khaimah, United Arab Emirates >
Home. [online] Available at: http://www.alzahrawihospital.com/ [Accessed 9 Nov. 2016].
Eldredge, L.K.B., Markham, C.M., Kok, G., Ruiter, R.A. and Parcel, G.S., 2016. Planning
health promotion programs: an intervention mapping approach. John Wiley & Sons.
Lemmens, A., Croux, C. and Stremersch, S., 2012. Dynamics in the international market
segmentation of new product growth. International Journal of Research in Marketing, 29(1),
pp.81-92.
McLain, D.L. and Kefallonitis, E.G., 2016. Safety, Comfort, and the Reduction of Fear:
Healthcare Messaging and Marketing. Safety, 3(01).
Mymd.ae. (2016). Find a Doctors in UAE | Hospitals in UAE | Search Doctors Hospitals
Pharmacies Laboratories Clinics and Other Medical Center in UAE. [online] Available at:
http://mymd.ae/ [Accessed 9 Nov. 2016].