Hospital Marketing

10 Reasons Why You Need Healthcare Consultancy

Healthcare industry particularly Hospitals, Nursing Homes and individual clinic & healthcare practitioner in current era is facing many challenges while running their business in profitable manner.

In current scenario society perception towards healthcare is changed a lot. Society at a large expecting good quality & safe healthcare services from hospitals & healthcare professionals.

People have started demanding for good services from hospitals. To maintain and providing quality care services hospital management needs improvise their care model on regular basis in this demanding & challenging era.

In spite of having less number of beds availability (Hospital Bed v/s population), competition amongst healthcare providers is high due to this hospital management & marketing department are making continuous efforts to maintain or increase profitability of their businesses.

On the other hand, due to various factors procedure / surgery rates are decreasing & operational cost is increasing. Increased land cost, equipment cost, operational cost and skilled professional cost investment behind new Healthcare business establishment is very high.

So, how to overcome with this challenging situation?

Answer is investing in healthcare consultancy and let them help you out to face this challenges and to make your healthcare business profitable by increasing patient trust towards you, increase patient footfall, revenue grow and reputation.

Go through the 10 Reasons Why You Need Healthcare Consultancy for better understanding on Healthcare consultancy.

  1. A dedicated manpower

An institution where saving lives and catering to the healthcare needs of the patient is of utmost priority, it is tough to focus on marketing needs. Here is when consultants come in to play with a dedicated team of professionals.

  • To direct patient traffic towards you

A team of marketing professionals assist you with the guidance and communication to help you attract patient traffic.

  • Put the right marketing strategy in place

Apart from knowing what to do, it also very important to know when and how to do. A consultancy brings with all the answers with strong research as its base.

  • To build or rebuild your perfect image

Branding image is the first thought that flashes in your mind when you talk about a brand. That though or the visual should be incorporated rightly to create a positive impact. And a consultancy would exactly know how to do it!

  • To assist you become stronger than your competitor

A consultancy doesn’t just have the theoretical knowledge but is also know what works on ground and what doesn’t. It very well understands that one thing you need to do to stand out.

  • To help you get better understanding of patients’ behaviour

It is important to know the average patient’s/ their family’s behaviour and pattern from the moment of consultation to recovery to retention. The knowledge helps to improve and grow. Here is where you need healthcare consultancy.

  • To increase your patient engagement

A very key factor that leads to patient retention is patient engagement and a healthcare consultancy can assist you in doing the same.

  • Do the healthcare communication right way

Communication is essential in marketing however it is important do it right with sensitivity and in a way that it strikes a chord with your audience.

  • To benefit from their experience and expertise

A consultancy doesn’t just come with skilled professionals but also experienced experts who’ve with corporates and doctors and exactly know what they are doing. You sure can add value to your brand through this knowledge.

  1. An economic alternative to marketing

A consultancy offers you a complete package of skills, experience, expertise and dedicated manpower at a fixed price that too with a commitment of growth. While building your own marketing team can take a lot more effort and money with an uncertainty of results.

Trizone Healthcare Consultants is Here to Ensure Your Hospital’s Health http://trizonehealthcare.com/

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?

How can we improvise on tracking & reporting system?

How to cope up with impact of Covid19 on Healthcare Industry?

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

Hospital Branding & Marketing : It’s rarely simple or easy it`s required well planned, well calculated & well thoughtful strategy for short term and long term goal achievement. One need to plan branding & marketing strategies and tactics that increase revenue and profitability.

Solution: Start with Marketing Audit of your organization Irrespective of how well you think you’re doing, a marketing reality check / Audit is a useful tool to start with.

1. Check whether you are using evidence based marketing approach?

Does your branding & marketing planning include proven strategies, a well-designed Marketing Plan, Effective Implementation and evaluation of results? Remember the basics of marketing which start with need identification, service designing, pricing, packaging, branding, communication, advertisement, exchange of value and satisfaction of customer`s need. All these components drive the process. If you’re missing one or more you are not operating at full strength.

2. What’s the timeline of your marketing plan?

Even well planned marketing plan resulted in to failure if there is no timeline mentioned for each process in it.

3. Do you have clear, specific and measurable goals?

Branding and Marketing Plan should have clear, specific and most importantly measurable goals defined. Many of the time organization missed out one of the component while deciding the goals for the plan. One should audit the plan considering goal in mind.

4. Right Marketing Budget

There are various methodology for setting a marketing budget. How did you set your budget? Does it support marketing team to achieve goal? Does your budget sufficient for 360-degree marketing plan?

5. Does your communication clearly convey your USPs ?

In increased competition and various channels of communication you need to be very clear on communication part of your marketing plan. Check does your communication message convey it right or not? Are you communicating your USPs in right wording and thru right channel?

6. Has your marketing plan is made with 360 degree approach of communication ?

In recent ear of marketing, check whether your marketing includes all channels of communication? Does your marketing collobrating / including all stakeholders of the society ? Does your marketing reaches to all corner of the society?

7. What`s your measurement tool to measure ROI & conversion?

Often many organization don`t have a reliable tracking mechanism to track effort or result of marketing plan. Without having results measurement tool marketing cannot be completed. One should have all records such as patient source of reference, demographic details of the patients, source of influence, what make patient to choose your organization for treatment etc.

8. Just one more thing to add…

Branding and Marketing is a continuous process, if you want your organization to become marketing leader you have to continuously do marketing check and on the basis of that audit one should have to change their branding & marketing strategy on right time.

As I always says “Knowing is Knowing and Doing is Doing” so knowing that marketing budgeting, planning, reporting & auditing is very essential part of any businesses and not doing is brings great challenges in any businesses.

So .. Doing is Doing..

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

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/

Trizone Healthcare Consultants

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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 in India & Road Ahead

Trizone Healthcare Marketing Consultant

Trizone Healthcare Marketing Consultant

Healthcare Industry in India

Healthcare has become one of India’s largest sectors now – both in terms of revenue and employment. Healthcare comprises hospitals, medical devices, clinical trials, outsourcing, telemedicine, medical tourism, health insurance and medical equipment, Healthcare IT firms etc.

The Indian healthcare sector is growing at a brisk pace due to its strengthening coverage, services and increasing expenditure by public as well private players.

Indian healthcare delivery system is categorised into two major components – public and private. The Government, i.e. public healthcare system comprises limited secondary and tertiary care institutions in key cities and focuses on providing basic healthcare facilities in the form of primary healthcare centres (PHCs), CHCs, Hospital in rural as well in urban areas.

The private sector provides majority of secondary, tertiary and quaternary care institutions with a major concentration in metros, tier I and tier II cities.

India’s competitive advantage lies in its large pool of well-trained medical professionals. India is also cost competitive compared to its peers in Asia and Western countries. The cost of surgery in India is about one-tenth of that in the US or Western Europe.

Market Size
Disclaimer: This information has been collected through secondary research & various available sources on websites
The healthcare market can increase three fold to Rs 8.6 trillion (US$ 133.44 billion) by 2022.

India is experiencing 22-25 per cent growth in medical tourism and the industry is expected to reach US$ 9 billion by 2020.

There is a significant scope for enhancing healthcare services considering that healthcare spending as a percentage of Gross Domestic Product (GDP) is rising.

The government’s expenditure on the health sector has grown to 1.4 per cent in FY18E from 1.2 per cent in FY14. The Government of India is planning to increase public health spending to 2.5 per cent of the country’s GDP by 2025.

References: Department of Industrial Policy and Promotion (DIPP), RNCOS Reports, Media Reports, Press Information Bureau (PIB)

Investment

The hospital and diagnostic centers attracted Foreign Direct Investment (FDI) worth US$ 6.09 billion between April 2000 and March 2019, according to data released by the Department of Industrial Policy and Promotion (DIPP). Some of the recent investments in the Indian healthcare industry are as follows:
• Healthcare sector in India witnessed 23 deals worth US$ 679 million in H12018.
• India and Cuba have signed a Memorandum of Understanding (MoU) to increase cooperation in the areas of health and medicine, according to Ministry of Health and Family Welfare, Government of India.
Government Initiatives

Some of the major initiatives taken by the Government of India to promote Indian healthcare industry are as follows:
• On September 23, 2018, Government of India launched Pradhan Mantri Jan Arogya Yojana (PMJAY), to provide health insurance worth Rs 500,000 (US$ 7,124.54) to over 100 million families every year.
• In August 2018, the Government of India has approved Ayushman Bharat-National Health Protection Mission as a centrally Sponsored Scheme contributed by both center and state government at a ratio of 60:40 for all States, 90:10 for hilly North Eastern States and 60:40 for Union Territories with legislature. The center will contribute 100 per cent for Union Territories without legislature.
• The Government of India has launched Mission Indradhanush with the aim of improving coverage of immunisation in the country. It aims to achieve atleast 90 per cent immunisation coverage by December 2018 which will cover unvaccinated and partially vaccinated children in rural and urban areas of India.
Road Ahead

India is a land full of opportunities for players in the medical devices industry. India’s healthcare industry is one of the fastest growing sectors and it is expected to reach $280 billion by 2020. The country has also become one of the leading destinations for high-end diagnostic services with tremendous capital investment for advanced diagnostic facilities, thus catering to a greater proportion of population. Besides, Indian medical service consumers have become more conscious towards their healthcare upkeep.

Indian healthcare sector is much diversified and is full of opportunities in every segment which includes providers, payers and medical technology. With the increase in the competition, businesses are looking to explore for the latest dynamics and trends which will have positive impact on their business, thus full of opportunities for Healthcare marketing & branding professionals.

The hospital industry in India is forecasted to increase to Rs 8.6 trillion (US$ 132.84 billion) by FY22 from Rs 4 trillion (US$ 61.79 billion) in FY17 at a CAGR of 16-17 per cent.

India’s competitive advantage also lies in the increased success rate of Indian companies in getting Abbreviated New Drug Application (ANDA) approvals. India also offers vast opportunities in R&D as well as medical tourism. To sum up, there are vast opportunities for investment in healthcare infrastructure in both urban and rural India.

Reconnect….. Restart….

After almost 2 years I have logged in to akhildaveblog.com to start it again… so here you go..

Industry where I work is called healthcare Industry, it`s an amazing industry to work or serve the humanity but at the same time nothing come as charity, we need to improvise day to day basis to increase revenue to cope with the day to day increments of healthcare operational costs.

anyways I am not here to write on business tactics to improve / increase revenue. I am here to share my feelings & experience which I gained during my journey in this industry.

Many of the time I feel frustrated when my higher ups talk about increment in revenue through advertisement, branding, campaign, referrals, corporate etc. Why it so because many of the time I have seen that problem is not with external marketing but major problem is in internal marketing and unfortunately only team of marketing personnel can not make that successful alone, they required support of entire operations, paramedics & medical staff of the hospital.

Guys hope all of you are aware about “Internal Marketing in Hospital” … If no than wait for tomorrow or read my earlier blogs..

 

 

 

 

No need of Marketing in Healthcare / Hospital

Yes, No need of Marketing… It`s Need of the hour is Internal Marketing..

After a more than decades of experience in Hospital Marketing field I can say that current Healthcare Providers in India (Majority) are missing  the biggest opportunity to interact with theirr existing customers, patients, relatives, visitors who are major part of Marketing Plan activations…

There is no need of spend huge money after advertising, referrals, PR etc. when you already have some few patients, visitors, your own employees are there to promote you..

Internal Marketing is all about understanding people near and surrounding to you…

 

 

Create Brand Ambassador – Hospital Internal Marketing Phase II

Internal Marketing Phase II

+Feedback [Patient, Relative & Visitors]

+Cross Selling

+Social Media Engagement

+“Thanks for Trust on Us”

+Floor Managers

+Delight Team

+In-house referral scheme

+Data Collection

Feedback [Patient, Relative & Visitors]:

+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 Department Selling

+Create service awareness

+SMS, Emailer, Posters, Merchandise

+ Promotional Scheme

+Package Scheme

To engage & convert existing customers for various other offered services

Social Media Engagement:

+Facebook, Youtube, Twitter, Linkedin, Instagram, Google+, blog etc

+To connect with patients & Visitors

+Free internet access to main foyer

+Kiosk to “connect with us”

“Thanks for Trust on Us”:

+Message card to each patient by consultant after consultation, on discharge, during ward visit etc.

+Create positive bonding between patient & consultant

Unique way to connect with patients emotions

Floor Managers:

+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:

+Patients satisfaction v/s delight experience monitoring

+To provide customized support services to patients

In-house referral scheme:

+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:

+Identification of available opportunities for data collection

+Process establishment of Data Collection

+Periodical updation

+Utilization of Data

 

“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