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Marketing YourMarketing Your

Healthcare OrganizationHealthcare OrganizationIs it really for YOU?Is it really for YOU?

Dr. Hesham O. DinanaDr. Hesham O. Dinana

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AgendaAgenda

What is Marketing & What it is NOTWhat is Marketing & What it is NOT

Is it Ethical to Market Medical ServicesIs it Ethical to Market Medical Services

The Concepts of Marketing – S.T.P.The Concepts of Marketing – S.T.P.

The Tools of Marketing – the PsThe Tools of Marketing – the Ps

The !e" to Medical Marketing #The !e" to Medical Marketing # Service $%alit"Service $%alit"

Concl%sionsConcl%sions

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What is Marketing?What is Marketing?

TheThe identifcationidentifcation oo

customers!customers! "EE#S"EE#S andand ulfllingulflling them in athem in a proftableproftable mannermanner

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(Almost Anything !an "e Marketed(Almost Anything !an "e Marketed

!onsumer #oods

and$er%ices

!onsumer #oods

and$er%ices

&usiness'to'

&usinessMarketing

&usiness'to'

&usinessMarketing

Idea)lace)eo*le

Marketing

Idea)lace)eo*le

Marketing

+ot',or')rofit

Marketing

+ot',or')rofit

Marketing

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Ma$or %riticisms o &ealthcareMa$or %riticisms o &ealthcare

MarketingMarketing Marketing Wastes Money Marketing is 'ntrusive Marketing is Manipulative Marketing (ill lo(er the )uality

o health care Marketing (ill cause health care

institution to compete Marketing (ill create unnecessary

demand or health care

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-hy Marketing is ,or %eryone-hy Marketing is ,or %eryone

//0he *ur*ose of a "usiness0he *ur*ose of a "usiness

is to create ais to create a customer customer 11

MarketingMarketing is not a s*ecializedis not a s*ecializedacti%ity1it is the 2holeacti%ity1it is the 2hole

"usiness seen from1the"usiness seen from1thecustomer3s *oint of %ie2.4customer3s *oint of %ie2.4

If you focus on the *atient and the *atient3s needs you are *racticing marketing conce*tIf you focus on the *atient and the *atient3s needs you are *racticing marketing conce*t

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MY0H$ 5 06U0H$ A&OU0 MA670I+#MY0H$ 5 06U0H$ A&OU0 MA670I+# Ever"Ever " e'er of a practice is ae'er of a practice is a marketing specialist marketing specialist ever"ever " da"( )hether conscio%sl" or %nconscio%sl"da"( )hether conscio%sl" or %nconscio%sl"

-hat medical marketing can3t-hat medical marketing can3t

dodo O%ercome unsatisfactoryO%ercome unsatisfactory

or un*leasant e8*eriencesor un*leasant e8*eriencesin your *ractice.in your *ractice.

O%ercome *oorO%ercome *oor*erformance "y you and*erformance "y you and

your staff.your staff. !reate a sudden and!reate a sudden and

incredi"le res*onse.incredi"le res*onse. !reate a demand for!reate a demand for

ser%ices 2here no demandser%ices 2here no demand

e8ists.e8ists. )roduce effecti%e results if)roduce effecti%e results if

the message is misleading.the message is misleading.

-hat medical marketing-hat medical marketing

can docan do Increase a2areness in yourIncrease a2areness in your

market area and reachmarket area and reachne2comers.ne2comers.

ncourage current *atients toncourage current *atients to$0AY.$0AY.

#enerate rene2al and referral#enerate rene2al and referral*atients.*atients.

Increase *atient %olume forIncrease *atient %olume forcertain ser%ices and *rograms.certain ser%ices and *rograms.

$u**ort %olume at slo2 times$u**ort %olume at slo2 timesof the year.of the year.

Im*ro%e the attitude andIm*ro%e the attitude andmorale of you and your staff.morale of you and your staff.

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**+ife is too short to ake+ife is too short to akeall the istakes "o%rself,all the istakes "o%rself,

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Marketing !once*tsMarketing !once*ts

The Three $%estions-The Three $%estions-

. Who are )e/. Who are )e/

0. Who cares/0. Who cares/

1. 2o) do )e get o%r essage o%t/1. 2o) do )e get o%r essage o%t/

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Marketing 0ools9 0he Marketing Mi8Marketing 0ools9 0he Marketing Mi8

)roduct#ood $er%ice Idea )lace )erson

)roduct#ood $er%ice Idea )lace )erson

)riceAssignment of :alue

)riceAssignment of :alue

)laceA%aila"ility of )roduct

)laceA%aila"ility of )roduct

)romotionActi%ities to Inform !onsumers

)romotionActi%ities to Inform !onsumers

0ools that Are Used 0ogether to !reate a Desired

6es*onse Among a $et of Defined !ustomers

0ools that Are Used 0ogether to !reate a Desired

6es*onse Among a $et of Defined !ustomers

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Product Mix length

Medical 3Medical 3

s%rgicals%rgical

45 'eds6745 'eds67

O'stetricsO'stetrics

408 'eds6408 'eds6

PediatricsPediatrics

45 'eds645 'eds6

Cardiac 4IC96Cardiac 4IC964: 'eds64: 'eds6

Eergenc"Eergenc"

4 e;aining4 e;ainingroos67roos67

Walk#in clinicWalk#in clinic

O%tpatientO%tpatienttherapiestherapies

2ealth2ealth

ed%cationed%cationsessions 45sessions 45Staff67Staff67

2ealth fair 2ealth fair

418 e;hi'its67418 e;hi'its67

Product

linewidth

InpatientInpatient

ServicesServices

AmbulatoryAmbulatory

ServicesServices

HealthHealth

PromotionPromotion

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*ive Patterns o Market %overage

M+ M, M-

P+

P,

P-

Product.marketconcentration

M+ M, M-

P+

P,

P-

Productspeciali/ation

M+ M, M-

P+

P,

P-

Marketspeciali/ation

M+ M, M-

P+

P,

P-

Selective

speciali/ation

M+ M, M-

P+

P,

P-

*ull coverage

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6esources of Medical $er%ices6esources of Medical $er%ices

Technical Quality

– Ph"sicians< kno)ledge

– ='ilit" to ake correct diagnosis

– Therape%tic proced%res

– $%alit" of the edical e>%ipent

Service Quality .

–The ph"sicians< )illingness and a'ilit" to co%nicate)ith the patient.

– = c%lt%re of sharing inforation( and s"stes enhancing

a long#ter doctor#patient relationship

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Service $%alit" is IMPO?T=NTService $%alit" is IMPO?T=NT

@%siness )ith 2igh Service $%alit"@%siness )ith 2igh Service $%alit"

have-have-

–0A higher0A higher returnreturn on saleson sales

–BA fasterBA faster gro2thgro2th raterate

–8A price8A price *remium*remium

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)atients as !onsumers)atients as !onsumers

The aorit" of "o%r patients are 4or )ill 'e6 sophisticated(The aorit" of "o%r patients are 4or )ill 'e6 sophisticated(coparison#shoppingcoparison#shopping consumersconsumers of health care( )ho areof health care( )ho areared )ith facts( ideas( and concerns that the" haveared )ith facts( ideas( and concerns that the" havereaped fro different edia( and fro their friends(reaped fro different edia( and fro their friends(associates( and fail". Do%r patients )ill assess "o%rassociates( and fail". Do%r patients )ill assess "o%redical practice and copare it to other practices )hereedical practice and copare it to other practices )herethe" have previo%sl" 'een and )ill eval%ate "o%r practicethe" have previo%sl" 'een and )ill eval%ate "o%r practiceagainst standards T2ED consider iportant.against standards T2ED consider iportant.

2o) patients rate "o%r practice )ill infl%ence patients to2o) patients rate "o%r practice )ill infl%ence patients to

sta" )ith "o% even if there is a pro'le.sta" )ith "o% even if there is a pro'le.

Consider ver" caref%ll" )hat essages "o% conve" a'o%tConsider ver" caref%ll" )hat essages "o% conve" a'o%t"o%rself( "o%r practice( and the iportance of "o%r patients"o%rself( "o%r practice( and the iportance of "o%r patientsto "o%r practice.to "o%r practice.

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Ho2 to de%elo* your medicalHo2 to de%elo* your medical

marketing *lanmarketing *lan

Fefine "o%r target a%dienceFefine "o%r target a%dience

?esearch "o%r service areas?esearch "o%r service areas

!no) "o%r copetitors!no) "o%r copetitors Fefine "o%r GoalFefine "o%r Goal

Fevelop "o%r planFevelop "o%r plan

Ipleent "o%r planIpleent "o%r plan

Hollo) %p "o%r planHollo) %p "o%r plan

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-ho are your 0arget audience-ho are your 0arget audience

Any grou* or indi%idual that affect the re%enue and *rofita"ility of your *ractice.Any grou* or indi%idual that affect the re%enue and *rofita"ility of your *ractice.

Patients###Patients###"o%r c%rrent reven%e 'ase and aor so%rce of referrals."o%r c%rrent reven%e 'ase and aor so%rce of referrals. General p%'lic###General p%'lic###especiall" those )ho do not have a doctor and ightespeciall" those )ho do not have a doctor and ight

need "o%r practice soeda".need "o%r practice soeda". ?eferring ph"sicians###?eferring ph"sicians###send "o%r practice patients needing "o%r services.send "o%r practice patients needing "o%r services. Special gro%ps###Special gro%ps###targeted for f%t%re services( s%ch as 2MO e'erstargeted for f%t%re services( s%ch as 2MO e'ers

4anaged care6.4anaged care6. Media contacts###Media contacts###need to kno) )hat is ne)s)orth" a'o%t "o%r practice.need to kno) )hat is ne)s)orth" a'o%t "o%r practice. =rea Eplo"ers### =rea Eplo"ers###pa" for health ins%rance plans for patients( also havepa" for health ins%rance plans for patients( also have

eplo"ees )ith occ%pational in%ries( or have applicants needing pre#eplo"ees )ith occ%pational in%ries( or have applicants needing pre#eplo"ent health assessents 4preventative =NF ind%strial edicineeplo"ent health assessents 4preventative =NF ind%strial edicineservices6.services6.

Governent3reg%lator" agencies###Governent3reg%lator" agencies###their decisions effect "o%r '%siness.their decisions effect "o%r '%siness. Staff e'ers###Staff e'ers###)hose perforance greatl" deterines patient)hose perforance greatl" deterines patient

satisfaction and practice prod%ctivit"satisfaction and practice prod%ctivit" Providers###Providers###all iportant to "o%r '%siness( s%ch as la'oratories(all iportant to "o%r '%siness( s%ch as la'oratories(

pharacies( hospitals( civic gro%ps( salespeople3vendors( etc.pharacies( hospitals( civic gro%ps( salespeople3vendors( etc.

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6esearching your $er%ice Areas6esearching your $er%ice Areas

Ho2 many *eo*leHo2 many *eo*le live in "o%r service area/ 2o) is the pop%lationlive in "o%r service area/ 2o) is the pop%lationdistri'%ted/distri'%ted/

Age distri"utionAge distri"ution- has the 'irth rate increased or decreased d%ring the- has the 'irth rate increased or decreased d%ring thelast ten "ears/ Where are certain ages ost prevalent/ 4for e;aple-last ten "ears/ Where are certain ages ost prevalent/ 4for e;aple-"o%ng failies concentrated in ne)er s%'divisions( and older people in"o%ng failies concentrated in ne)er s%'divisions( and older people in

esta'lished( older neigh'orhoods6esta'lished( older neigh'orhoods6 !om*osition of families!om*osition of families99 Singles( arried co%ples )ith and )itho%tSingles( arried co%ples )ith and )itho%t

children( single parent failies( etc.6children( single parent failies( etc.6 )o*ulation e8*ected to gro2 or change?)o*ulation e8*ected to gro2 or change? +e2 industry or ne2 housing+e2 industry or ne2 housing e;pected in "o%r area soon/e;pected in "o%r area soon/ Median incomeMedian income of those living in "o%r service areaof those living in "o%r service area )ercentage of the *o*ulation)ercentage of the *o*ulation is em*loyed9is em*loyed9 percentage of )hitepercentage of )hite

collar 3 'l%e collarcollar 3 'l%e collar Industries9Industries9 t"pes ost prevalent( aor eplo"erst"pes ost prevalent( aor eplo"ers $ta"ility of the community$ta"ility of the community and the economyand the economy 4old and esta'lished4old and esta'lished

area S %p)ardl" o'ile living teporaril" herearea S %p)ardl" o'ile living teporaril" here

)hysicians9)hysicians9 Fr. to patient pop%lation ratio( location of doctors(Fr. to patient pop%lation ratio( location of doctors(pop%lated areas aro%nd the ph"sician locationspop%lated areas aro%nd the ph"sician locations

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7no2 your !om*etitors7no2 your !om*etitors

It is iportant to kno)-It is iportant to kno)-

HO- MA+YHO- MA+Y ph"sicians of "o%r specialt" are thereph"sicians of "o%r specialt" are therein "o%r co%nit" or service area( )here the" arein "o%r co%nit" or service area( )here the" are

located( and in )hat concentration.located( and in )hat concentration. -HA0 $6:I!$-HA0 $6:I!$ "o%r direct copetitors provideJ"o%r direct copetitors provideJ

in this )a" "o% a" 'e a'le to provide neededin this )a" "o% a" 'e a'le to provide neededservices.services.

-HA0 :O;UM-HA0 :O;UM these doctors haveJ acceptingthese doctors haveJ acceptingne) patients or are the" closedK to ne) patients/ne) patients or are the" closedK to ne) patients/4OPPO?T9NITDL64OPPO?T9NITDL6

7 t ) ti t l lt

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7ey to )atient loyalty7ey to )atient loyalty

//feeling for staff and *atients that )A0I+0$ A6 YOU6 +UM&6 O+ )6IO6I0feeling for staff and *atients that )A0I+0$ A6 YOU6 +UM&6 O+ )6IO6I0

is the only 2ay doctors can make sure they kee* their *atients "y culti%atingis the only 2ay doctors can make sure they kee* their *atients "y culti%ating

relationshi*s 2ith them. 4relationshi*s 2ith them. 4

0he actions of the entire staff can make or "reak a *ractice0he actions of the entire staff can make or "reak a *ractice.. =n e;cellent doctor )ith ediocre staff )ill not prosper. 2o) )ell the office does is =n e;cellent doctor )ith ediocre staff )ill not prosper. 2o) )ell the office does is%p to 'oth the ph"sician and the staff. Do% have%p to 'oth the ph"sician and the staff. Do% have joint custody joint custody of "o%r practiceKsof "o%r practiceKspatients.patients.

6es*ect your *atients6es*ect your *atients.. – Go o%t of "o%r )a" to do soething nice for each one.Go o%t of "o%r )a" to do soething nice for each one. – Meorie naes.Meorie naes. – ot do)n on stick" paper and place in the chart an" personal info "o% )o%ldot do)n on stick" paper and place in the chart an" personal info "o% )o%ld

like to ree'er 4s%ch as a ne) grandchild( likes to garden( son in college(like to ree'er 4s%ch as a ne) grandchild( likes to garden( son in college(pla"s tennis( etc. 6 People love to hear soeone else ree'er things a'o%tpla"s tennis( etc. 6 People love to hear soeone else ree'er things a'o%ttheselves.theselves.

,ocus your attention on the *atient,ocus your attention on the *atient( as %ch as "o% are a'le.( as %ch as "o% are a'le. – =void doing three things at once )hile "o% are talking to the patient. =void doing three things at once )hile "o% are talking to the patient. – Wait %ntil the" are finished talking to speak.Wait %ntil the" are finished talking to speak. – @e a good listener.@e a good listener.

$ho2 em*athy$ho2 em*athy..2o) )o%ld DO9 feel if "o% )ere going thro%gh the sae sit%ation/2o) )o%ld DO9 feel if "o% )ere going thro%gh the sae sit%ation/

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7ee*ing your current *atient7ee*ing your current *atient/On an a%erage e%ery ha**y *atient can "ring you/On an a%erage e%ery ha**y *atient can "ring you si8si8 ha**y referrals. Andha**y referrals. And

con%ersely on an a%erage e%ery disgruntled *atient 2ill relay his or her negati%econ%ersely on an a%erage e%ery disgruntled *atient 2ill relay his or her negati%e

message tomessage to <= other *eo*le<= other *eo*le 44

-HY )A0I+0$ ;A: 0HI6 )HY$I!IA+$-HY )A0I+0$ ;A: 0HI6 )HY$I!IA+$

Foctor vag%e and evasiveFoctor vag%e and evasive Poor or no 'edside anner 4ph"sician6Poor or no 'edside anner 4ph"sician6 Chronicall" not seen on sched%leChronicall" not seen on sched%le No diagnosis givenNo diagnosis given

Foctor disco%rages second opinionFoctor disco%rages second opinion Foctor does not respect confidentialit"Foctor does not respect confidentialit" 9npleasant office staff9npleasant office staff

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$ome ideas on kee*ing your *atient$ome ideas on kee*ing your *atient

Sall assessent cards to 'e filled '" theSall assessent cards to 'e filled '" thepatient on )hat he liked ost a'o%t thepatient on )hat he liked ost a'o%t theservice and ideas to iprove itservice and ideas to iprove it

?einder calls or cards for their ne;t?einder calls or cards for their ne;tappointentsappointents

@irthda" cards@irthda" cards

?einder notes to "o%rself that )o%ld help?einder notes to "o%rself that )o%ld helpto ask a'o%t personal st%ff "o%r patientto ask a'o%t personal st%ff "o%r patientcares a'o%tcares a'o%t

)6I+0D MA06IA;$ A$ A)6I+0D MA06IA;$ A$ A

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MA670I+# 0OO;MA670I+# 0OO;

)rinted materials are can "e an effecti%e image'maker and a *ositi%e)rinted materials are can "e an effecti%e image'maker and a *ositi%emarketing tool if your choices are made 2ith care. 0he *rintedmarketing tool if your choices are made 2ith care. 0he *rintedmaterials that you *resent to your *atients and other contacts are amaterials that you *resent to your *atients and other contacts are areflection on the >uality and image of your office.reflection on the >uality and image of your office.

Things "o% )ill need to 'e c%sto printed-Things "o% )ill need to 'e c%sto printed- – ;etterheads;etterheads####letterheads sho%ld 'e of letterhead#)eight paper( )ith##letterheads sho%ld 'e of letterhead#)eight paper( )ith

an ipressive look and te;t%rean ipressive look and te;t%re &usiness cards&usiness cards###'%siness cards###'%siness cardslike)ise sho%ld 'e of heavier )eight )ith ipecca'le t"pesetting.like)ise sho%ld 'e of heavier )eight )ith ipecca'le t"pesetting.?ee'er that these cards are passed on to others( especiall"?ee'er that these cards are passed on to others( especiall"potential patients and referrals.potential patients and referrals.

– )atient "rochures)atient "rochures##

– A**ointment cardsA**ointment cards###### – )rescri*tion)rescri*tion

– Direct mailing "rochuresDirect mailing "rochures. .. .

– !ards!ards9 "irthday cards a**ointment reminder *ostcards9 "irthday cards a**ointment reminder *ostcards*re%entati%e care reminder cards thanks you cards*re%entati%e care reminder cards thanks you cards for p%'licfor p%'lic

relations p%rposes and for follo)#%p contin%it".relations p%rposes and for follo)#%p contin%it".

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MA670I+# 0OO;MA670I+# 0OO;

)6I+0D DU!A0IO+A; I+,O6MA0IO+ MA06IA;$)6I+0D DU!A0IO+A; I+,O6MA0IO+ MA06IA;$ – Many ty*es of *atient information materials can "e o"tained freeMany ty*es of *atient information materials can "e o"tained free

from *harmaceutical su**liers. Information sheets can also "efrom *harmaceutical su**liers. Information sheets can also "ecreated in your office to meet the s*ecific needs of your *ractice.created in your office to meet the s*ecific needs of your *ractice.

– -ritten e8*lanations gi%en "efore testing or s*ecialty ser%ices are-ritten e8*lanations gi%en "efore testing or s*ecialty ser%ices aredone are es*ecially useful for *atients as 2ell as 2rittendone are es*ecially useful for *atients as 2ell as 2ritteninstructions regarding medications and *rescri*tions. Hos*italsinstructions regarding medications and *rescri*tions. Hos*italsclinics and out*atient ser%ices often *ro%ide s*ecialtyclinics and out*atient ser%ices often *ro%ide s*ecialtyinformation and instructions.information and instructions.

– -ritten home going instruction sheets can "e created in your-ritten home going instruction sheets can "e created in your

office and these hel* to cut do2n on the num"er of *hone calls tooffice and these hel* to cut do2n on the num"er of *hone calls toyour office relating to forgotten or misunderstood instructions.your office relating to forgotten or misunderstood instructions.

– !om*uterized *atient instruction soft2are is also a%aila"le for the!om*uterized *atient instruction soft2are is also a%aila"le for theoffice. 0hese *ro%ide 2ritten instruction and diagnosisoffice. 0hese *ro%ide 2ritten instruction and diagnosisinformation and can "e customized to include the *atients nameinformation and can "e customized to include the *atients name

and the name of the ordering *hysician.and the name of the ordering *hysician.

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0he circle of *ositi%e outcomes of a good

*atient'*hysician relationshi*.

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6a**ort @ 6esults6a**ort @ 6esults

6etention @ 6eferrals6etention @ 6eferrals

MA670I+#MA670I+#

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