“Create Brand Ambassador” – Hospital Internal Marketing Phase I

+In a competitive and dynamic environment, healthcare organizations need to continuously revolutionize their businesses so as to deliver better value for their patients. The healthcare sector is subject to transformation and advancement; and in order to sustain their business performance, these organizations need to be well informed about the present market trends and formulate strategies in accordance. While facing the various challenges of strategy development and implementation, branding, positioning and assessment of the market and ever changing clinical demands, these organizations also has to uphold their performance amidst uncertain market behavior.

Objective:

+Create Brand Ambassadors of Isha Hospital in house

+Create positive attitude & ownership towards Isha Hospital

+Engage Maximum Footfall

+Cross Selling of offered services

+Word of Mouth

+Engagement in social media

+Utilization of Existing workforce & footfalls to increase business

Internal Marketing Phase I – Step:

+Articulate Vision & Mission

+Gauge the existing scenario

+Segmentation of existing workforce

+Communication Plan Creation

+Execution of communication Plan

+Events

+Measure impact & re-planning accordingly

Articulate Vision & Mission

For Example: Some Hospital has following:

Vision

Striving with excellence to create world-class integrated healthcare delivery system, entailing finest medical skills to fulfill the needs of the community in its chosen field of medical treatment

Mission

To become a global healthcare institution, which encompasses latest technology and best medical practices with an emphasis on ethical principles, in a caring environment, to preserve and enrich the quality of life with a respect for human dignity

Values

  • Setting the best practice standards in services, continuously improving performance and

exceeding the expectations of patients as well as their families.

  • Believe in building and maintaining long-term patient relationships, so as to become an

essential resource for their well being.

  • We believe in:
  • Training and developing the best medical practices as the key to deliver superior service.
  • Consistently investing in technology and infrastructure to match international benchmarks.
  • Continuously educating the community in the context of women and children welfare

Gap Analysis between Vision Mission & actual practices

Gauge the existing scenario[internal Customers]:

+Ownership

+Commitment

+Opinion Poll

+World of Mouth

Understand the existing Gossip centers in and Around hospital thru Identification of common gossip topics & gossip mongers, Corrective steps & policy

Segmentation of existing workforce:

+Understand the existing patient, relative visitors flow

+Segmentation of workforce according to their skills & ability

+Medical & Non Medical

Identification & creation of various groups & align communication strategy accordingly

Communication Plan Creation:

+Identification of communication channels

+Maximum utilization of Social Media Platform

+Merchandise

+E-mail [Education, motivation, promotions]

To connect with internal customers

Execution of communication Plan:

+Work Station Posters

+Workforce Education & Training on Who,   Why, For What, When, How etc.

+Social Media Platform

+Merchandise

+E-mail [Education, motivation, promotions]

To create employee ownership & transform them in to Brand Ambassador

Events:

+To increase synergy between internal & inter department functions

+To increase bounding between all stake holders

+ Increase Brand ownership & loyalty

Events like Director`s Day, CEO`s Day etc to interact With all levels of internal customers, Team Building, Quiz, Get together, birthday celebration

Measure impact & re-planning accordingly:

+Feedback Overview

+Result Overview

To measure the impact thru interview, observation, feedback, spy etc. & act accordingly

 

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s