Marketing in hospitals

Hospital marketing techniques and management. Concept of Hospital marketing. How to ascertain the best benefits obtained without

much investments through marketing concept and management system.

Assessing the possibility of applying any other marketing techniques and management system.

SWOT & PEST Analysis in Hospitals.

We will Discuss About…

Identify the Customer

Needs

Develop Program

s and Services

Satisfy Customers

What is Marketing?

Variables Included:◦ Patient,◦ the physician, ◦ the employer, ◦ the conflicting roles of the physician, ◦ lack of knowledge of the relationship between many healthcare

services and their personal needs.

Role of Marketing in HealthCare Industry…

Marketing of healthcare services encompasses the analysis & management of four factors (also called the four P's) essential to the delivery of health care:-

Product i.e. the type of health care service to be offered Place i.e. how the service will be delivered to the patient, location and

mode of access. Price, often much bigger than the money price- which the patients pays in

terms of pain, sufferings and rude treatment at the hands of hospital personnel

Promotion i.e. how and what the prospective patient learns about the organization and the services it offers.

Some marketing experts however feel that a fifth P for successful marketing is Public relations. Good public relations build up goodwill and an image to influence opinions, which ultimately lead consumers to choose the hospital and its services.

Marketing of Healthcare Services

Effective Marketing Techniques..Demonstration

Advertisement of the hospital equipments and Doctor’s Profile

Marketing Techniques

DemonstrationMajestic View of Hospital to Public.

Hospital for what popularity’

notice distribution

, poster display and affixing etc

card board printing and circulation, pamphlet

printing and circulation

News paper advertisement

, television, radio, internet

mode of publicity

Min

dset

of

Peop

le f

or T

he H

ospi

tal

This can be done through the expert committee consisting of the doctor’s team or the team trained to explain the various updates.

This process would enhance the relationships between the doctors, hospitals and the patients

Public Speech and Relations

It is important to explain the public or make them to aware that the your hospital is equipped with modern equipments and technology in order to ensure that they are better than the competitors and on par with the International standards and quality consciousness.

Advertisement of Hospital Equipments

Only in the medical profession the name and the fame of the doctors profile is considered as equivalency of the God’s grace.

Doctors Profile

Are the primary concern about the medical care’s marketing system and technique.

Involves large number of people watching all over the world and clarifying their doubts irrespective of the doctors and the patients especially

Media interview on hospital and healthcare

Medanta- the Medicity Artemis Global Hospital Fortis Rockland Apollo

Have had a good result of patientsmanagement through media interviews andconcerns.

Examples…

Political Analysis : The government is reducing its hold on subsidies. There are particular pressure groups which tend to have an influence on government hospitals The cost of medicines also tends to affect hospitals besides affecting the pharmaceutical industries Relationships between neighboring countries also affect the hospital sector

PEST Analysis….:

Economic Analysis: Increase in income would lead to an increase in the standard of living. Thus people’s lifestyles changes and health is better understood. Thus there is a room for specialized treatment, doctors, and hospitals Government has made loans easily available and thus people with limited means could avail better/specialized treatment

Social Environment Analysis : Medical facilities have increased since there is more awareness of healthcare among the population Certain percentages of beds have to be kept for poor people. E.g. in Bombay 20% of beds has to be kept reserved for poor people. Look after the needs of local poor people. Teach hygiene, sanitation among the poor masses. Safe disposal of hospitals wastes like used injection needles, waste blood etc. and taking due care of environment. Spreading awareness about various diseases through campaigns and free medical check ups.

Technological Environment Analysis : Breakthrough innovation in the field of specialized equipment Communication has managed to bridge the gap between places located at long distances Test tube babies Mobility of medical services Mobile phones, credit cards (for payment purposes) etc have made doctors and medical facilities easily available

Strengths:1. Low cost of production2. Large pool of installed capacities3. Efficient technologies for large number of Generics4. Large pool of skilled technical manpower5. Increasing liberalization of government policies

SWOT:

Opportunities: 1. Aging of the world population2. Growing incomes3. Growing attention for health4. New diagnoses and new social diseases5. Spreading prophylactic approaches6. Saturation point of market is far away7. New therapy approaches8. New delivery systems9. Spreading use of Generic Drugs10. Globalization11. Easier international trading12. New markets are opening

Weakness: 1. Fragmentation of installed capacities2. Low technology level of Capital Goods of this section3. Non-availability of major intermediaries for bulk drugs4. Very low key R&D5. Low share of India in World Pharmaceutical Production

(1.2% of world production but having 16.1% of world''s population)

6. Very low level of Biotechnology in India and also for New Drug Discovery Systems

7. Lack of experience in International Trade8. Low level of strategic planning for future and also for

technology forecasting

Threats: 1. Containment of rising health-care cost2. High Cost of discovering new products and fewer

discoveries3. Stricter registration procedures4. High entry cost in newer markets5. High cost of sales and marketing6. Competition, particularly from generic products7. More potential new drugs and more efficient therapies8. Switching over form process patent to product patent

The economic conditions of any organizationdepends largely on the system of marketingtechniques. Proper marketing techniques andmanagement systems are like an engine to anhospital what so ever the medications andinfrastructure that the hospital have. Thereforeit is important and inevitable for revenuegeneration, the various techniques to befollowed for the successful process of ahospital.

Last Words…

THANK YOU

Marketing in hospitals

Healthcare

Transcript of Marketing in hospitals