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.
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.
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.
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.
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.
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?
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?
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?
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.
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.