hospital trend

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.


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!!