Author: Akhil Dave

Passionate Healthcare Marketing professional and a dynamic business leader. I have had the opportunity to develop and execute marketing strategies and business processes that have fueled many hospitals with great growth. My pursuit is to be an expert on the principles and techniques of practical Hospital Marketing & Business Development. My role as a Consultant – Marketing & Business Development includes: Business Development: • Supervision and monitoring Corporate Sales, Referral Sales, Branding & PR • Marketing Management contributing to, and developing, marketing plans and strategies • conducting market research such as customer questionnaires and focus groups • managing budgets • evaluating marketing campaigns • monitoring competitor activity • Marketing research to design strategies • Schedule and coordinate regular meetings of the Business Development team and implement initiatives • liaising and networking with a range of stakeholders including customers, colleagues, suppliers and partner organizations • Application of IT in Marketing • Planning and Execution of Marketing and promotional strategies • Planning and Management of corporate events pertaining to brand promotion • Identify effective communication channels for robust brand development and sustainable image in the market. • Maintain oversight of the hospital’s marketing database • Prepare annual marketing budget and approve and monitor marketing-related expenses • Coordinate, review, edit and design responses to Marketing Strategies on continue basis • Oversee planning and execution of Camps, Awareness Programme, CMEs and other promotional activities Referral Sales • Involves meetings with Fulltime consultants , Visiting consultants and Periphery consultants • Briefing the referring consultant on various kinds of referral incentives that are available to them from Hospital • Address/Raise any issues that the referring doctor may have with hospital Corporate Sales • Empanelment with various PSUs, Corporates, Banks etc for Outdoor, Indoor & Health check Up • Relationship management with key personals’ of empanelled corporates • Corporate Billing issue solving and review • Corporate sales of health packages, health checkups covering major corporate clients in commercial banks • Corporate Visit/Follow ups • Follow ups with corporate regarding outstanding dues/payments Client Communications: • Communicating with target audiences and managing customer relationships • Design and develop marketing materials, e.g. corporate brochure, departmental brochure, personal and practice group profiles, website, etc. • Develop and integrate marketing activities across service areas, e.g. logo, templates for request for proposals, power point, etc. • Develop and maintain the hospital’s website, keep site content fresh and updated in coordination with the outside webmaster • Monitor production of marketing materials to ensure consistency and appropriateness • Managing the production of marketing materials, including leaflets, posters, flyers, newsletters, e-newsletters etc. • Arranging for the effective distribution of marketing materials • Maintaining and updating customer databases Public Relations / Advertising: • Sourcing advertising opportunities and placing adverts in the press - local, regional, national and specialist publications - or on the radio, depending on the organisation and the campaign • Campaign design and implementation • writing and proofreading copy, liaising with designers and printers, organizing photo shoots • Direct Communication medium design • Events/CMEs/Conference arrangements & implementation • PR activities/ media coverage etc. • Departmental Branding and promotion • Develop and implement the hospital’s public relations program, to include internal and external publications (e.g. newsletters, client alerts, greeting cards, etc.) that enhance public awareness of the hospital. • Develop and implement the firms advertising program - design and place advertisements; negotiate contracts with media; work with design agencies on advertising campaigns • Evaluate and implement firm participation in sponsorships and community programs • organizing and attending events such as conferences, seminars, receptions and exhibitions • sourcing and securing sponsorship Training: • Training to Marketing team on communication and grooming • Training on Hospital marketing tactics to marketing team • Role Play and practical training to team • Monitor various mediums for developments in the area of hospital & healthcare industry • Supervise the marketing assistant and the day-to-day operations of the Marketing Department.

Hospital Internal Marketing

http://www.trizonehealthcare.com/

There are three kinds of organizations; those who make things happened; those who watch things happen; and those who wonder what`s happened.

If we do not change our direction, we are likely to end up where we are headed.

As the world spins into the challenging phase of economy, both citizen and business wonder what is ahead. There is not only change, but the rate of change is accelerating. A twelve-year old girl said of her ten year old sister, “She is of a different generation.” Her younger sister listens to difference music, plays different videos, knows different movie stars, has different heroes.

Organisation or companies often fail to recognize that their marketplace changes years to year. Last year winning marketing strategy may become today`s losing strategy. As someone observed, there are two kinds of companies: those who change and those who disappear.

We at Trizone always believe in Knowing is Knowing & Doing is Doing, hence we keep on inventing new strategies which really works for our healthcare clients.

In this blog you will know more about Internal Marketing & how to create brand ambassadors. In a competitive and dynamic environment, healthcare organizations need to continuously revolutionize their business practices 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 marketing 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 Your Brand Ambassadors
  • Create positive attitude & ownership towards Organization
  • Engage Maximum Footfall & capture their eyeballs on your Brand
  • Cross Selling of offered services
  • Word of Mouth
  • Engagement in social media
  • Utilization of Existing workforce & footfalls to increase business

Step involved in Internal Marketing

Phase 1:

  1. Articulate Vision & Mission
  2. Gauge the existing scenario
  3. Segmentation of existing workforce
  4. Communication Plan
  5. Execution of communication Plan
  6. Internal Events
  7. Measure impact & re-planning accordingly

Phase 2:

  1. Feedback [Patient, Relative & Visitors]
  2. Cross Selling
  3. Social Media Engagement
  4. “Thanks for Trust on Us”
  5. Patient Welfare Officers /Floor Managers
  6. Delight Team
  7. In-house referral scheme
  8. Data Collection

PHASE 1:

  1. 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

  • Gauge the existing scenario [internal Customers]:

One can do the Gap Analysis between Vision, Mission & actual practices on the basis of following parameters:

  • Ownership
  • Commitment
  • Opinion Poll
  • Word of Mouth
  • Segmentation of existing workforce:

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

Healthcare organizations must have defined their SOPs for each process, It should also well communicated amongst the team members so that they will understand work segmentation and their individual roles & responsibility for the particular task. Following are the few points on which organization can do segmentation of existing workforce:

  • Understand the existing patient, relative visitors flow
  • Segmentation of workforce according to their skills & ability
  • Medical & Non Medical
  • Creation of Communication Plan:

Identification & creation of various groups & align communication strategy accordingly

In today`s world communication is very easy but at the same time right communication at right time is also very important aspect of the communication. Healthcare organizations must create their master plan for various communications. 

  • Identification of communication channels
  • Maximum utilization of Social Media Platform
  • Merchandise
  • Whatsapp Groups, Social Medias, E-mail [Education, motivation, promotions]
  • Execution of communication Plan:

To connect with internal customers effectively, organization should be more careful while executing the communication plan.

  • Work Station Posters
  • Workforce Education & Training on Who, Why, For What, When, How etc.
  • Social Media Platform
  • Merchandise
  • Whatsapp & E-mail [Education, motivation, promotions]
  • Events:

Internal events are essential for any healthcare organization, as we all know healthcare workers are in tremendous work pressure and stress, to feel them happy at work place, organizations must plan yearly event calendar for internal customers:

  • To create employee ownership & transform them in to Brand Ambassador
  • 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:

Healthcare Organisation should measure impact periodically to understand strategy impact on business. On the basis of impact measures one should always re-plan the strategy acoordingly:

  • Feedback Overview
  • Result Overview

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

PHASE – 2:

  1. Feedback [Patient, Relative & Visitors]:

In today`s healthcare organizations, many of them are practicing patient’s feedback capturing practices at various level like OPD, IPD, Billing, discharge etc. but organization must follow the right way of taking feedbacks. Few points are:

  • Who is filling it
  • Who get it filled
  • Consideration of last few experience
  • Mental Status
  • How many forms
  • Satisfaction v/s Delight
  • Follow up Action
  • Feedback Process analysis
  • Cross Selling:

Cross selling means attract existing patient or attender to avail other available facilities at hospital like health check ups, package booking, etc.

  • Cross Department Selling
  • Create service awareness
  • Brochures
  • Digital / interactive signages
  • SMS, Emailer, Posters, Merchandise
  • Promotional Scheme
  • Package Scheme
  • To engage & convert existing customers for various other offered services
  • Social Media Engagement:

In today`s world of digitalization, organization must practice tactics to connect internal & existing customers to their social media platforms:

  • Facebook, Youtube, Twitter, Linkedin, Instagram, Google+, blog etc
  • To connect with patients & Visitors
  • Free internet access to main foyer
  • Kiosk to “connect with us”
  • Membership scheme
  • “Thanks for Trust on Us”:

Once patient or attender or internal customer depart or leave the organization after availing your services, one should always greet them:

  • Message card to each patient by consultant after consultation, on discharge, during ward visit etc.
  • Carry Bag / special bag
  • Souvenir
  • Create positive bonding between patient & consultant
  • Unique way to connect with patients emotions
  • Patient Welfare Officers / Floor Managers:

Healthcare service providers have to practice like hospitality industry does for their customers, on each contact point in healthcare organization there should be someone to assist patient and attenders e.g. patient welfare officers / floor managers who take care of:

  • For coordination between doctor and patient`s relative
  • Coordination between relative and hospital administration
  • Coordination between internal and external doctors
  • Patient`s support service monitoring
  • Delight Team:

To achieve higher success in healthcare businesses one should understand customer delight and monitor delight experience of each and every customer by appointing Delight Team:

  • Patients satisfaction v/s delight experience monitoring
  • To provide customized support services to patients
  • In-house referral scheme:

As we discuss in starting internal customers are best brand ambassadors for any organization, to motivate them one should start internal referral schemes:

  • Incentive scheme for employees on patient refer by them
  • Incentive scheme for clinical team on inter department patient referral
  • ‘Health Referral” Free/discount Health Check Up coupons to existing HCP clientele
  • Data Collection:

Last but not least, organization must emphasize on data collection tools and technologies.

  • Identification of available opportunities for data collection
  • Process establishment of Data Collection
  • Periodical updation
  • Utilization of Data
  • Dala Analysis for various schemes
  • Clinical Research

Hope this article must have given you the complete knowing on Internal Marketing and how one can utilize this for their business success.

Do Remember Knowing is Knowing & Doing is Doing.

#Hospital #HospitalMarketing #HospitalBranding #InternalMarketing #HospitalInternalMarketing #HealthcareMarketing #InternalCustomers #Trizonehealthcare #TrizoneIndia #Trizone

Healthcare workers, sanitation workers, paramadeics, doctors and nurses to receive Rs 50 lakh insurance cover: Finance Minister

Finance Minister Nirmala Sitharaman today (26th March, 2020) announced a comprehensive package of Rs 1.7 lakh crore for the economy hit by coronavirus in India. Sitharaman announced Rs 50 lakh medical insurance cover per person for healthcare workers, sanitation workers, paramedics, doctors and nurses who are exposing themselves to the virus.

“There will be Rs 50 lakh insurance per health care worker as a medical insurance cover for them for three months,” she said.

She said that the government is working so that those affected directly, particularly the poor, will have to be reached out to directly. Today’s package will address those who need immediate help, she added.

Hopefully, we would be able to contain the virus in this period, she said.

Must Appreciate the efforts made by government of India in this situation.

Source : News Channels & Portals

Telemedicine Practice Guidelines Enabling Registered Medical Practitioners to Provide Healthcare Using Telemedicine in India

Happy to learn that BOARD OF GOVERNORS, In supersession of the Medical Council of India have come up with #Telemedicine Practice #Guidelines Enabling Registered #Medical Practitioners to Provide #Healthcare Using
#Telemedicine in #India. These Guidelines have been prepared in partnership with NITI Aayog.

What is Telemedicine :

‘The delivery of health care services, where distance is a critical factor, by all health care professionals using information and communication
technologies for the exchange of valid information for diagnosis, treatment
and prevention of disease and injuries, research and evaluation, and for the
continuing education of health care providers, all in the interests of
advancing the health of individuals and their communities.’

TELEHEALTH

‘The delivery and facilitation of health and health-related services including
medical care, provider and patient education, health information services,
and self-care via telecommunications and digital communication
technologies.’

REGISTERED MEDICAL PRACTITIONER

‘A Registered Medical Practitioner [RMP] is a person who is enrolled in the
State Register or the National Register under the IMC Act 1956.’

Telemedicine: An Enabler of Healthcare Access and Affordability

There are a number of benefits of telemedicine. It increases timely access to appropriate interventions including faster access and access to services that may not otherwise be available.
In India, providing In-person healthcare is challenging, particularly given the large geographical distances and limited resources. One of the major advantages of telemedicine can be for saving of cost and effort
especially of rural patients, as they need not travel long distances for obtaining consultation and treatment.
In this type of scenario, telemedicine can provide an optimal solution for not just providing timely and faster access. It would also reduce financial costs associated with travel. It also reduces the inconvenience/impact to family and caregivers and social factors. Telemedicine can play a particularly important role in cases where there is no need for the patient to physically see the RMP (or other medical professional), e.g. for regular, routine check-ups or continuous monitoring. Telemedicine can reduce the
burden on the secondary hospitals.
With telemedicine, there is higher likelihood of maintenance of records and documentation hence minimalizes the likelihood of missing out advice from the doctor other health care staff. Conversely, the doctor has an exact document of the advice provided via tele-consultation. Written documentation increases the legal protection of both parties. Telemedicine provides patient’s safety, as well as health workers safety especially in situations where there is risk of contagious infections. There are a number of technologies that can be used in telemedicine, which can help patients adhere better to their medication regimens and manage their diseases better. Telemedicine can also enable the availability of vital parameters of the patient available to the physician with the help of medical devices such as blood pressure, blood glucose, etc management.
Disasters and pandemics pose unique challenges to providing health care. Though telemedicine will not solve them all, it is well suited for scenarios in which medical practitioners can evaluate and manage patients. A telemedicine visit can be conducted without exposing staff to #viruses/infections in the times of such outbreaks. Telemedicine practice can prevent the transmission of infectious diseases reducing the
risks to both health care workers and patients. Unnecessary and avoidable exposure of the people involved in delivery of healthcare can to be avoided using telemedicine and patients can be screened remotely. It can provide rapid access to medical practitioners who may not be immediately available in person. In addition, it makes available extra working hands to provide physical care at the respective health institutions. Thus, health systems that are invested in telemedicine are well positioned to ensure that patients with #Covid-19 kind of issues receive the care they need.
The government is committed to providing equal access to quality care to all and digital health is a critical enabler for the overall transformation of the health system. Hence, mainstreaming telemedicine in health
systems will minimize inequity and barriers to access. India’s digital health policy advocates use of digital tools for improving the efficiency and outcome of the healthcare system and lays significant focus on the
use of telemedicine services, especially in the Health and Wellness Centers at the grassroots level wherein a mid-level provider/health worker can connect the patients to the doctors through technology platforms in providing timely and best possible care.
However, there has been concern on the practice of telemedicine. Lack of clear guidelines has created significant ambiguity for registered medical professionals, raising doubts on the practice of telemedicine.
The 2018 #judgement of the Hon’ble High Court of Bombay had created uncertainty about the place and legitimacy of telemedicine because an appropriate framework does not exist.
In India, till now there was no legislation or guidelines on the practice of telemedicine, through video, phone, Internet based platforms (web/chat/apps etc). The existing provisions under the Indian Medical
Council Act, 1956, the Indian Medical Council (Professional Conduct, Etiquette and Ethics Regulation 2002), Drugs &Cosmetics Act, 1940 and Rules 1945, Clinical Establishment (Registration and Regulation) Act, 2010,
Information Technology Act, 2000 and the Information Technology (Reasonable Security Practices and Procedures and Sensitive Personal Data or Information) Rules 2011 primarily govern the practice of medicine and information technology. Gaps in legislation and the uncertainty of rules pose a risk for both the doctors and their patients.
There are some countries that have put in legislative measures and some countries, which follow nonlegislative measures such as guidelines to practice telemedicine. In some countries guidelines are treated as professional norms that need to be followed by medical practitioners. We reviewed these other guidelines and consulted to put together these guidelines to enable medical practitioners to practice telemedicine.
Telemedicine will continue to grow and be adopted by more healthcare practitioners and patients in a wide variety of forms, and these practice guidelines will be a key enabler in fostering its growth.

Purpose
The purpose of these guidelines is to give practical advice to doctors so that all services and models of care used by doctors and health workers are encouraged to consider the use of telemedicine as a part of normal
practice. These guidelines will assist the medical practitioner in pursuing a sound course of action to provide effective and safe medical care founded on current information, available resources, and patient needs to ensure patient and provider safety.


These telemedicine guidelines will help realize the full potential of these advancements in technology for health care delivery. It provides norms and protocols relating to physician-patient relationship; issues of liability and negligence; evaluation, management and treatment; informed consent; continuity of care; referrals for emergency services; medical records; privacy and security of the patient records and exchange of information; prescribing; and reimbursement; health education and counseling.

These guidelines will provide information on various aspects of telemedicine including information on technology platforms and tools available to medical practitioners and how to integrate these technologies
to provide health care delivery. It also spells out how technology and transmission of voice, data, images and information should be used in conjunction with other clinical standards, protocols, policies and
procedures for the provision of care. Where clinically appropriate, telemedicine is a safe, effective and a valuable modality to support patient care.

Like any other technology, the technology used for telemedicine services can be abused. It has some risks, drawbacks and limitations, which can be mitigated through appropriate training, enforcement of standards,
protocols and guidelines, These guidelines should be used in conjunction with the other national clinical standards, protocols, policies and procedures.

Source : https://www.mohfw.gov.in/

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Knowing is Knowing – Doing is Doing

A Healthcare Marketing Consultants that Wins Patient`s trust, increases Patient footfalls, Grows Revenues and Enhances Your Reputation

Our knowing in Healthcare Marketing and strategy of doing in Healthcare along with ethical medical marketing can grow your profits, attract the patients and cases you want, build your reputation (brand) and even enable you to have a life again.

Trizone Healthcare Consultants specializes in getting you results. Our clients are typically hospitals, medical practices, other healthcare practices, Pharmaceutical and medical equipment manufacturers who want to reach patients & society at a large for their product and services.

Healthcare marketing is not a decision that should be taken lightly, just like your selection of a healthcare advertising company to help you. After all, this is your reputation we’re talking about. Therefore, we invite you to explore our site, then contact us with your questions, and we will be happy to assist you.

Let our marketing & branding strategists help your practice or organization market appropriately, effectively and successfully.

Step by Step Marketing & Brand management to improvise your practice or organisation market appropriately, effectively and successfully.

Healthcare Marketing Audit

Healthcare in general and hospital branding & marketing in particular has as greatest of challenges these days in India.

How do you move forward in spite of the competitive environment ?

How do you minimize your advertisement budget, looking at high operational cost and low price line?

How do you shift from “High cost marketing” to “efficient marketing at low cost”?

How can we increase revenue to maintain quality care and service expansion?

The constant change in healthcare scenario sustainability of healthcare business is a Big challenge particularly with the challenges like increase man power cost & operational costs, decreased margins over medicines & consumable products, high competition, prize / package war, professional fee sharing etc.

It’s rarely simple or easy. Plans are often sophisticated, with many moving parts. Reaching, convincing, converting and attracting patients requires cost-effective

branding & marketing strategies and tactics that increase revenue and profitability.