PLANNING THE MARKETING OF A MULTI-CENTRIC DIAGNOSTIC CENTRE

DIAGNOSTIC CENTRE

IMAGING PATHOLOGY

Digital x ray Complete Hemo-gram

Ortho-pantomogarm (OPG) ESR

PET-CT/64 slice CT Cardiac profile

MRI (3T) Diabetic profile

Ultra-songraphy liver profile

COLOUR DOPPLER Renal profile

2-D ECHO urine routine

DIGITAL MAMAMOGRAPHY Stool routine

ECG/EEG

HIGH CAPITAL COST

HUGE INVESTMENT

RIGROUS AND WELL PLANNED MARKETING

Post commissioning : Make a achievable and realistic plan

Commissioning

Pre commissioning

Planning stage : Identify the markets SWOT analysis

PLANNING STAGE: IDENTIFY MARKETS

Pune, Jaipur & Ahemdabad

MARKET RESEARCH

Appoint a marketing coordinator

MARKET RESEARCH.!!!!

Find a gap in the market

Define ideal customer

Research the competitors

SWOT

VARIABLES:

Identify the demographic and economic trends in target area.

Population growth

Income levels

Average age

Occupation

Lifestyle

Number of hospitals and private practitioners

Competitor's analysis

Customer’s need analysis

Growth of other industries

Current insurance reimbursement rates

FIND A GAP IN THE MARKET

lack of sophisticated diagnostic centre.

Few centre providing all services under one roof.

Shortage of staff

Technicians not trained enough

Customer survey shows the need of high tech

diagnostic centre at one place.

Lack of infrastructure

More waiting time

Delayed reports

DEFINE THE IDEAL CUSTOMER(TARGET CUSTOMERS

Targeting: Patients referred from general practitioner Patients referred from the hospitals Patients directly coming to the centre Third party patients(insured) Corporate (regular check ups) Different age groups Middle and higher income class patients

The time we spend on clearly defining the ideal customer is never a waste.

TRY TO IDENTIFY CUSTOMERS’ MOTIVE:

WHY YOU????

NEED KNOWLEDGE PREFRENCE

JUSTIFY

Quality servicesAccurate results

Time savingAffordable price

Benefits to insured patientsBetter packages to company patients

RESEARCH THE COMPETITORS:

Direct / Indirect competitors

• Equipments• Medical staff• Technicians• Value added services to

customers• Price structure• Packages offered • Company tie ups• Insurance company tie

ups

Create a rough guidefor each of your key competitors.

Set up a Google alert for each of your competitors. Then we’ll get an email every time they appear on the

internet or they update their website

SWOT ANALYSIS:

Strengths WeaknessEdge over the competitors Advance equipments (PET-CT, New in the market

3T MRI, Digital mamography) seeking better corporate tie up

All imaging and pathology services setting competitive prices.

under one roof

Good infrastructure and better

services

Opportunities Threats

Technological advances Equipment breakdown

equipment upgrade Cash flow

change in the insurance obsolete equipments

reimbursement trends employee turnover

shift in demographics

PRE-COMMISIONING STAGE:(6 MONTHS PRIOR TO THE COMMISSIONING)

Recruitment of medical staff (Radiologist,sonologist),

technicians,Nurses,receptionist,supervisor,Housekeeping.

Proper training of the staff.

Set the prices of the services

Prepare the wellness packages

Create a survey to know the trend of referrals. The diagnostic centers

where physicians referring cases the most and reasons for the same.

Make aware the physicians , front staff of clinics ,hospitals ( Nurses

and support staff) of diagnostic centre by sharing the literature of

diagnostic centre with them.

Publicity campaign

Spread the awareness in the community. Design an ADVERTISEMENT that sells.

What is there for patients

????????

Promote the benefits of diagnostic centre ,not the features

Benefits are emotional/features are factual

Features

Open bore MRI(3T)

PET-CT

Benefits• Improve patient

comfort• Shorter image

time• Clear image

quality

Use of various promotional material

1. Physician brochure highlighting the services

2. patients brochure/Direct mail pieces educating

consumers about specific radiology examinations

3. visiting cards ( Contact information, hours of

operation and direction to the centre.)

Print advertisement.

oCOMMISSIONING STAGE:(AT THE TIME OF BEGINNING)

o Make the inauguration a grand event with full media coverage

o Promotional activities:

Advertisement- Simple, emotional ,memorable slogan, make it

everywhere.

Don’t throw the money away by promoting services to everybody: focus your efforts on people who are ready to avail the services.

o Use of media and press release-

1.Advertisement in local and national newspaper,radio &tv station

2.Use the health care magazines and news paper to publish the articles about the services and technology that you have.

3.Make them newsworthy by connecting with some local concern.eg Digital mamography & Breast cancer

4.Invite reporters to the facility .(press conference)

Write Email newsletter to physician and customers

Offer preventive check up plans- Blood sugar test

Make people aware about sample collection at home.

Apply for the accreditation.

Create a web site:

User friendly & appealing Create a logo picture gallery Updated Locations Details of services,packages,timings Contact address and road map Quick response to queries Make the reports available online feedback from patient Add a blog to the site Make yourself visible in top five results keep the track of people visiting your website

POST COMMSIONING STAGE:

Make an achievable

plan

Be clear about goals Create a

through long term plan

Always know

what we are doing Not all

the customer

s are equal Do not

afraid to adjust your approach

long term: Achieve a break even point of the diagnostic centre in time span of three years

short term: Increase the revenue 25% every year by increasing the referrals.

Strategies:

• Continue the advertisement

Compile a list of referrer including existing referral and physician who are

not referring to you.

Regular email newsletter to general practitioner and hospitals in giving

details of all services & unique selling proposition ,USP.

\.

Face to face meetings with potential referrers( most effective referral

building tactics) and provide them the thorough introduction of

diagnostic centre, including service line, clinical qualification, benefits

to patients.

Provide them information on insurance reimbursement and coverage

Leave the referral form there and direction to the centre.

Distribute other promotional material(Brochure etc.)

Incentives to the physician and hospital on referrals

By keeping the track on referrals made the source of maximum

referrals can be identified. Here we can categories our customers as.

Major customers- Preferential treatment and exceptional service.(Corporate

patients, insurance coverage)

Regular customers-Make sure they get the good service.

Ad-hoc customers-visit the centre every now and then, need not to give

special services

One off customer :Most unlikely to visit again

.

Have many corporate tie ups

Provide quick service and special facilities to corporate.

Better packages for corporate at competitive prices.

Continuous feed back from the customers and correct the

deficiencies.

Doctors should be keep updated new advancement at the

centre, and discounts and preventive check up camps

Value added services to customers:

Make the registration procedure simple

Online registration

keep the waiting time minimum

Have a credit card and payment facility.

Female attendant to handle female

patients.

Air conditioned waiting lounge

Drinking water, washroom facility

Information desk to take the enquires

Arrangements for serious cases

Provisional reports(Via E-MAIL to doctors and

patients) so treatment can be started as early as

possible

Attitude of the staff ,nurses and attendants

Small section for kids

Home sample collection

Snacks and breakfastViral Marketing

THANK YOU

Presented by- Dr. Kavita soni M.H.A.(2012-2014) Marketing management