Tool for Marketing

8/18/2019 Tool for Marketing

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DEVELOPING MARKETING STRATEGIES FOR HOSPITALS IN TIER II

CITIES

I Ravi Kumar Ambati a student of Tata institute of Social Sciences pursuing Master of

Hospital Administration doing a project on “Developing Marketing Strategies for

Hospitals in Tier II Cities” as a part of masters’ degree. This questionnaire is only for

academic purpose seek your consent at ______________________hospital mainly to

understand the existing strategies by collecting relevant data.

SCHEDULE FOR HOSPITAL

General:

1.

Year of Establishment

2.

What are the core services you offer in your hospital? a. General b. Cancer c. Diabetics d. cardio

e.ENT F. Nephro g. Ortho h. derma

i. Pediatrics j .Obstetrics k. Gynecology

L. Neuro m. Any other Specify_____________

3. What are the additional services you offer?

Please specify _________________________

4. What types of patients do you target?

5. a)How many beds did you have at the time of the establishment of the

hospital?

b) How many beds do you have at present?


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Do you Agree (1) Strongly Agree (2) Disagree (3) Strongly Disagree (4)

Neither Agree or Disagree (5)

1 2 3 4 5

a.

Growth in thehealth care

sector has ledto increasedcompetition

among professionals

b. Patients have incomplete

information about the servicesoffered

c.

Patients are not aware of whatthey need without assistance

d. Hospitals have to provideinformation about services

offered

e. Doctors should be allowed toadvertise

e. Sustained demand and

profitability are throughmarketing efforts

MARKETING STRATEGIES:

7. How does marketing approach help your Professional Services? :

a. An Insurance for survival e. To make awareness of services

b.

An opportunity to increase turnover f. To serve effectively

c. To overcome competition g. To achieve social benefit?

d.

To maximize profit h. To overcome insufficient demand

i.

Any other(please specify )


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a. service development alone b. Service development along with marketing efforts

c. Time and Fortune d. effective strategy e. Others(Pleasespecify__________________)

9. Have you got any marketing strategies?

1. Yes 2. No

If yes, in which method?

a. Traditional methods and avoiding advertising techniques

b.

Minimum use of advertising like fancy brochure and new letters.

c. Extensive advertising in electronics and print media. TI

d.

Conducting and participating in seminars

e. Prepaid health care services

f.

Attending and organizing Special Health Camps

g. Offering Special Schemes like master health checkup, discounts

on onetime payment etc.

10. Do you communicate with your Patients?

1.Yes 2. No

If yes, what are the modes of communication you use?

a. Telephone b. Letters c. E-mail

11. What makes you to develop marketing strategies?

a. Fluctuating demand b. Organizational image

c. Service Expansion d. To identify prospective

patients

e. Desire for sustained demand, growth and profitabilityf. Any other please specify____________


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12.

Do you analyze the following environment while formulating strategy planning?

a. Internal Environment b. Market environment(Patients)

c. Public environment d. Competitive environment

e. Macro-environment (Economic, Technological, Social and Political)

F.

Any other

13. Do you advertise your services?

1. Yes 2. No

If yes, what are the modes?

a. Advertisement in print media b.

Advertisement in electronic media

c. Telephone Directory d. Wall Posters

e. Advertisements through hoardings f. Maintenance of parks

G. Others

14. Who are your target audience?

a. Business People b. Salaried Persons c. Senior Citizens

d. Others e. All

15. Which of the following is the most effective for marketing in your service?

(Give in the order of preference)

A. Widening and deepening of personal sources

B. Favorable awareness programmes (Association, Membership,

Seminar, Scholarship, Awards, Camps)

C. Service and Market Specialization

D. Replacing Patients

E. Any other

16. How do you motivate and influence the prospective patients to seek youri


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c. Slick brochures d. Social Service e.Any other

17. Do you seek feedback from your patients about their satisfaction?

Yes No

If yes, how do you measure this satisfaction?

a. Repeated Calls b. Influencing other patients

c. Appreciation d. Presenting Memento

e. Soliciting (Doctors) for social and family function

18. How much time do you allocate to listen to your patient's problems?

a. Sufficient time allocated while meeting the patients (patients)

b. After working hours, time is allocated c. During informal chat

d. No time allocation e.

Any other

19.

Do you reward patients for frequent use of your services?

1. Yes 2. No

If yes, by? a. Giving discount b. No fee for certain consultation

c. Free medicines d. Others

20.

Do you offer additional service and benefits to your patients?

Yes No

If yes, what are they

a.Easy payment option b.Accept Credit Cards

c.Free supply of educational materials d.Free Medical Certificates

e.Samples at free of cost f.Service out of office

g.Others

21. What are the sales promotion activities that you undertake?

a.

Executive Health Checkup b. Smart-card c.Insurance Schemes d.Health Card


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FEE SETTING:

22.

What are the objectives of fee setting

a.

Profit maximization b. Market Penetration (lower fee)

b.

Market skimming (higher fee) c. Cost Oriented

c.

Demand Oriented f. Competition Oriented

g. Satisfying patients h. Sufficient returns to shareholders

23.How do you fix your fee?

a.

Fixed Fee b. Fee depends on services

c. Fee depends on patients d. No rigid formula

b. Any other

24.What are the tactics followed while fixing fee?

a. Offering Packages b. Demanding Premium

c.High Fee, High Quality d. High Expectation

d. Low Fee f. Reasonable Fee


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25.Indicate your response to the following

Agree (1) Strongly Agree (2) Disagree 3 Strongly Disagree 4 Neither Agree Nor

Disagree 5

1 2 3 4 5

Low fees amounts torendering low quality ofservice

Fixing of low feestimulates rapid marketgrowth

High Fee is an indication

of high quality of service

A low fee would

discourage actual and

potential competition

Patients are to be

informed about fees before they actuallyreceive the service


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Checklist identifying an organization’s existing and potential markets

1.

Who are all your major markets and publics?

2.

How large is the service area covered by the hospital’s market?

3. What are major segments in each market?

4. What are the present and expected future size profit and characteristics ofeach market or market segment?

5.

What is the expected growth rate of each segment?

6. Where do hospital patients come from geographically?

7.

What are the benefits that customers in different segments derive from the

product: economics, better performance, displaceable cost?

8. What are the customer attitudes in different segments: brand awareness, brand image (mapping)?

9.

What is the lifecycle status of the product?


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Checklist – the marketing program

1. Does the hospital have a high level officer to analyze, plan and implement its

marketing work?2. Is there a need for more training, incentives, supervision or evaluation for other

marketing staff?

3. Does the organization personnel understand and practice the marketing concept?

4. What is the organization core strategy for achieving its objectives and its likely to

succeed?

5. Are the marketing resources allocate optimally to the major elements of the

marketing mix i.e. product quality, personal contact, promotion and distribution?

6. Does the organization carry out periodic studies to determine the contribution and

effectiveness of various marketing activities?

7. Does the organization have an adequate marketing information system to service the

needs of managers in planning and controlling various markets?

PRODUCT/SERVICES

1. What are the general outstanding characteristics of each product or service?2. What services are most heavily used? Why? Are there distinct group of users?

3. What is the profile of patients who use the service?

4.

How many services have been dropped?5. What are the most common complaints against services?

6. What services could be added that would make the hospital more attractive to patients,medical staff and non medical personnel?

7. Does the hospital have any other features that individualize its service or give anadvantage over competitors?

PRICING STRATEGY

What is the pricing strategy of the organization?

A.

Cost plus

B.

Return on investment

C. Stabilization

D. Demand

How are prices for services determined?

How often price are reviewed? What factors contribute to price increase/decrease?

How are the hospitals pricing policies viewed by patients, physicians, third-party payers,

competitors and regulators?

How are price promotions used?


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PROMOTIONAL STRATEGY

What is the purpose of the organizations present promotional activities (including

advertisement)?A. Protective

B. EducationalC. Search out new markets

D.

Develop all marketsE. Establish a new service

Has this purpose undergone any change in recent years?To whom has advertising largely directed:

a) Donors b) Patients (former, current or prospective)

c) Physicians (on staff or potential)

What methods have been used for measuring advertising effectiveness?


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Tool for Marketing

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