Hospital Branding

Building Profitable Business through world-class marketing

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.

Today`s economic landscape is being shaped by two powerful forces- Digitalization & Globalization. The Digitalization landscape today is dotted with new products & services offering, one would not have thought that one day world will be lockdown and everyone shall work from home, using various digital platforms. Making marketing & sales call through video calling, taking meeting through video conferencing, government will run their cabinet meetings through video conferencing digital platforms. Technology drives the second major force, globalization.

Besides digitalization & globalization, other forces are reshaping the economy e.g. deregulation, privatization, etc. As the pace of change accelerates, companies can no longer rely on their former business practices to sustain prosperity. Few point below compares business assumptions and practices that were practiced then with the one is being practiced now.

Earlier companies use to make & manage everything inside the company, Now companies buy more things from outside or outsource.

Earlier companies are product centric, now they are market and / or customer centric

Earlier practices mass marketing now practices target marketing

Earlier business was managing from top now manage up and down and across

Earlier operate in the marketplace no operate also in the marketspace

Earlier focus on the product now focus on value for the product and feedback on the product

And their earlier approaches and practices that were practiced then, which are not practiced now. Those who have not changed their business practices is locked in traditional practices.

Besides winning business practices, is there a set of winning marketing practices? Are there winning marketing practices?

Answer is Yes according to Kotler on Marketing there are nine one liner formulas of winning marketing practices.

  1. Win Through Higher Quality
  2. Win Through Better Service
  3. Win Through Lower Prices
  4. Win Through High Market Share
  5. Win Through Adaptation And Customization
  6. Win Through Continuous Product Improvement
  7. Win Through Product Innovation
  8. Win Through entering High-Growth Markets
  9. Win Through Exceeding Customer Expectations

So out of above What Constitutes a Winning Marketing Strategy?

Clearly there is no on marketing road to riches. Instead of relying on one major differentiations or thrust, a company needs to make their own unique strategy of marketing activities.

Remember Knowing is Knowing and Doing is Doing, it is not enough to do most things a little better than the competitors.  We at Trizone assist businesses to weave its own unique tapestry of marketing qualities and activities.

www.linkedin.com/company/trizone-healthcare-consultants

#Trizone #TrizoneHealthcare #HospitalMarketing #HospitalBranding #MarketingStrategy #WinningStrategy #MarketingConsultancy #MarketingConsultant

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 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.

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.


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.

Hospital Marketing in 2014

Hospital Marketing in 2014
By reading this article`s heading you all must be thinking about to explore new trend in Hospital Marketing, that`s true partially as you go reading this, you will say “Ohh that I know very well..” but believe me like you many of us have so many ideas which can be transform in to new trend in respective industry but “Knowing is Knowing & Doing is Doing”. So keep reading and keep implementing.

Shape up your Marketing Team: Traditionally all hospital management has their Marketing or Business Development team and their major focus is not marketing but the SALES. So let`s shape up your team in manner that you can cover all aspects of hospital marketing, according to me Marketing Department should be divided in to 6 part:
1. Internal Marketing Team
2. Branding Team
3. Corporate Sales Team
4. Referral Sales Team
5. Event Team
6. PR Team
Effective coordination and combination of above team can lead successful Hospital Marketing & Business Growth.

Market Research: Traditionally, all hospital marketers follow existing technique prevailing in the market, e.g. One hospital is doing advertisement campaign on “Knee Replacement Surgery using Computer Navigation” or some latest equipment for error free surgery with clean atmosphere & excellent services, with the photo of some old age couple back to their normal life with hassle free walking. Another hospital will similar kind of advertisement with lowest package rate. Some other hospital will do the same kind of advertisement campaign with showing old age person playing football after Knee Replacement Surgery. According to me hospital should have develop Market Research Team who constantly measures patient`s trend, need, demand, willingness, behavior, expectation etc. and the same time explore and update new trend in medical world, by evaluating said data marketer can always invent new ideas to promote their particular services in very effective way.

Know your Existing Customer first: all marketer wants more and more footfalls in their hospital and for that they do all kind of efforts and spend huge money, but marketers just forget their existing customers who are already there at your place for availing some or other kind of service of your.

According to me in today`s challenging economy marketer has to utilized their existing customer to market their services and facilities by using various methods like cross selling, privilege card, loyalty card, gift car, referral scheme, hospital merchandisers etc. Marketer should also know how to use existing data base [contact number, email ids, home & office address etc.] of their existing customers.

Get Connected, Get Social & Be active on Social Media: Most healthcare companies utilize Facebook, Twitter, Youtube, Blog, Instagram, Google+ and LinkedIn for their brand visibility but marketers needs to cultivate and invent their own strategy to utilize this platform in maximum benefit to community and organization.

According to me Hospital marketer has to assign social media engagement work to internal marketing team for better and effective strategy. Before designing any social media strategy marketer need to gather various research data from marketing research department to understand their target segment`s like, dislike, trend, need, expectation, behaviors etc.

There are so many other things to write…

Will update in next blog, meanwhile Happy Learning and keep commenting and suggesting on my blog..

Your comment and suggestions can transform, reform Healthcare Marketing this year!!

 

Importance of Branding

In today`s competetive world of Healthcare & Hospital, One hospital management should have their Branding vision, Branding Vision is nothing but organisation`s vision & mission. Hospital owner have to plan their all activities according their vision.

Many of the time Hospital Management means Branding by Advertisement only.. but it`s not true. Branding means your overall reputation in the market, which you are promoting and communicating to the masses thru various available communication channel.

 

Role of Consultant – Marketing & Business Development

Image

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