Marketing Strategies and Implementation in Healthcare Sector

This presentation provides a comprehensive overview of marketing, beginning with fundamental concepts like needs, wants, demand, and the marketing mix (4Ps). It delves into the STP framework (Segmentation, Targeting, Positioning) and its application. The presentation then explores the 10 steps to a successful healthcare marketing plan, including building support, comparative analysis, assessment, budgeting, and defining a vision and strategy. It discusses internal and external marketing strategies, such as newsletters, sponsorships, and social media. The presentation emphasizes the need for healthcare marketing due to emerging trends and a renewed focus on quality outcomes. It concludes by highlighting the importance of a unique patient-centric approach and the role of healthcare marketing agencies in achieving practice success, and improving patient satisfaction by providing good quality patient care, cost reduction and proper manpower utilization.

A
Presentation on
Presented By:
Aalok Prakash Singh Chauhan
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Introduction
 Marketing is the process used to determine what products or services may be of
interest to customers, and the strategy to use in sales, communications and
business development.
 Marketing is the process of planning & executing the conception, pricing,
promotion & distribution of ideas, goods & services to create exchanges that
satisfy individual & organizational goals
 Marketing is used to identify the customer, satisfy the customer, and keep the
customer.
 Marketing practice tended to be seen as a creative industry in the past, which
included advertising, distribution and selling.
 Marketing is the process of communicating the value of a product or service
to customers for the purpose of selling that product or service.
 Marketing is the science of choosing target markets through market analysis
and market segmentation as well as understanding consumer buying behaviour
and providing superior customer value.
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Some important concepts
 Need –the basic human requirements, viz. food, air, water, clothing,
shelter & also education, entertainment, communication, social status,
etc.
 Want –needs directed towards specific objects that satisfy the need.
 Demand –want for product backed by ability to pay.
 Traditionally a ‘market’ was a physical place where buyers & sellers
gathered to exchange goods but now marketers view sellers as the
industry & buyers as the market. The sellers send goods & services &
communications (promotions, ads) & in return they receive money &
information (attitudes, sales & data).
 Product concept –holds that consumers prefer those products that offer
the highest quality, performance or features. Thus producers are
engrossed in giving quality & overlook what consumers actually want.
Leads to marketing myopia.
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 Value –a product is successful if it delivers value. Value is the ratio
of benefits to costs.
 Customer Relationship Management –building long-term mutually
satisfying relations with customers, suppliers, distributors in order to
retain their long-term preference & business.
 Competition –includes all the actual & potential rival offerings & substitutes that a
buyer might consider. There may be different types of competition:
1.Brand competition –similar product at similar price. Eg: Revlon/ Loreal.
2.Industry competition –similar class of products. Eg: All lipstick
manufacturers.
3.Form competition –all products giving similar service. Eg: All cosmetics.
4.Generic competition –competing for same consumer rupees. Eg: trendy
apparels, bags, shoes, etc.
Some important concepts
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Marketing Mix
 The set of marketing tools that the firm uses to pursue
its marketing objectives in the target market.
 These are Product, Price, Place & Promotion.
 These 4Ps of the sellers are linked to the 4Cs of the
consumers, viz. Customer solution, Customer cost,
Convenience & Communication, in that order.
 People, Process & Physical evidence are the extended
marketing mix.
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STP Framework Target marketing requires marketers to take
three major steps: Identify and profile distinct groups of buyers who
differ in their needs and preferences (market
segmentation). Select one or more market segments to enter (market
targeting). For each target segment, establish and communicate
the key distinctive benefit(s) of the company’s
market offering (market positioning).
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Bases For STP Segmenting Base: Consumer Characteristics Geographic Demographic Psychographic Consumer Response Behavioral
• Market Targeting: Not all segments are useful To be useful a segment must score favorably on the following criteria
• Measurable - size, purchasing power, characteristics
• Substantial – large and profitable enough
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• Accessible – should be effectively reached and served
• Differentiable - should respond differently to different
marketing-mix elements
• Actionable – Effective marketing programs can be
formulated for attracting and serving the segments
 Positioning:
– Position the product/ service in the heart of the
customer, not in the mind !
Bases For STP
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10 steps to be a successful health care
marketing plan.
 Build support and enthusiasm
– Find the experts who will help support your marketing efforts through speaking
engagements, newspaper interviews, and quotes for newsletters and media
releases.
– Locate your champions in the organization.
 Comparative analysis
– Study your competitors, considering their historical advertising levels, any new
product launches that may be forthcoming.
– Develop your own “unique selling proposition.” What makes you different from your
competition?
 Assessment:
– Consult business plans, patient satisfaction surveys, volume reports, community
surveys and any other information you can gather
– Consider market dynamics such as seasonality, shifting alliances between
physician groups and other “political” issues.
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10 steps to be a successful health
care marketing plan.
 Budget
 Segment your market
 Define your vision and strategy:
– Where do you want your program or organization to be in three to five years
– How can marketing help realize this vision
– Direct marketing—Use letters, fliers, brochures, postcards.
– Advertising—Consider print, broadcast, outdoor, special publications such as
chamber of commerce directories and sports programs.
– Free media—Write articles for news media; make your organization known as
the expert.
– Public relations—Consider sponsorships that “fit” with your service; hold
events, tours, open houses.
– Website/emerging media—It’s not just for young professionals anymore; fast-
growing segments of the elderly and minority populations are using the
Internet to gather information on their health care options.
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10 steps to be a successful health
care marketing plan.
 Measure and evaluate:
– You may want to track new patients, calls for information, physician referrals,
website hits, patient/procedure volumes or other data meaningful to your
organization.
– You should also consider consumer preference and top-of-mind awareness,
which may translate into volumes in the future.
 Ready, set, go:
– Timing is everything
– Plan your rollout to maximize exposure.
 Kick it off right:
– Introduce your campaign internally first.
– Tell physicians, employees, volunteers, board members and other stakeholders.
(They are often your best marketing support)
 Build your creative:
– Turn your ideas into the creative product that will support your plan.
Always share your
vision.
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