HOSPITAL

MARKETING MADE EASY

PRESENTED BY:-

REYAZ KAUSAR SIDDIQUI

B.PHARMACY+MBA(MARKETING)

HEAD OF THE PHARMACY

YAS MEDICAL SERVICES

SULTANATE OF OMAN

CONTENTS

• EXECUTIVE SUMMARY

• GOAL SETTING

• SWOT ANALYSIS

• MARKET REVIEW

• IDENTIFYING & DEFINING TARGET

MARKET

• COMPETITOR ANALYSIS

• MARKETING STRATEGY

• IMPLEMENTATION OF PLAN

• POST IMPLEMENTATION

EVALUATION

EXECUTIVE SUMMARY

• OVERVIEW OF THE MARKETING PLAN

• ORGANISATIONAL BENEFITS AND RISK

• REQUIRED RESOURCES

• PROJECTED PROFIT AND LOSS

MARKETING definitions

• A MANAGEMENT PROCESS THAT IDENTIFIES,

ANTICIPATES AND SATISFIES CUSTOMER

REQUIREMENTS PROFITABLY.

Chartered Institute of Marketing

• RIGHT PRODUCT/ SERVICE IN THE RIGHT

PLACE,AT THE RIGHT PRICE TO THE RIGHT

PERSON AT THE RIGHT TIME.

Adcock et al.

• THE ACHIEVEMENT OF CORPORATE GOALS

THROGH MEETING AND EXCEEDING THE

CUSTOMER NEEDS BETTER THAN THE

COMPETITION.

MARKETING……

• THE DELIVERY OF CUSTOMER SATISFACTION

@ PROFIT.

• BUT RECENTLY THE TERM “DELIGHT” HAS

REPLACED THE TERM OF SATISFACTION.

• SO WE CAN SAY THAT THE DELIVERY

OF CUSTOMER DELIGHT AT A PROFIT.

PLANNING

• “FAILURE TO PLAN IS PLANNING TO FAIL.”

• THE IMPORTANCE OF PLANNING CAN BE

UNDERSTOOD FROM THE ABOVE PHRASE.

• DEFINING ALTERNATIVE COURSE OF ACTION TO

MEET STATED OBJECTIVES.

CYCLE OF PLANNING

GOAL SETTING & ITS

IMPORTANCE

MANY BUSINESS ORGANISATIONS FAIL.

HAVING NEVER REALLY ESTABLISHED

SMART GOALS.

SMART -AN ACRONYM USED IN GOAL

SETTING DISCUSSIONS.

S M A R T

S - SPECIFIC,SYSTEMATIC,SIGNIFICANT,SYNERGISTIC

M - MEANINGFUL, MEASURABLE, MOTIVATIONAL.

A- ACHIEVABLE, AGREED UPON, ACTION BASED,

ACCOUNTABLE.

R- REALISTIC, RESULT ORIENTED, RELEVANT

REWARDING.

T- TIME BASED, TANGIBLE, THOUGHTFUL.

S SPECIFIC , SIGNIFICANT

SYNERGISTIC

• SPECIFIC IS THE WHAT, WHY AND

HOW OF THE SMART MODEL.

• WHAT ARE WE GOING TO DO?

• WHY IS IT IMPORTANT TO DO THIS

TIME?

• HOW ARE WE GOING TO DO IT?

M MEASURABLE OR MOTIVATIONAL

• “IF YOU CANT MEASURE IT YOU CANNOT

MANAGE IT”.

• CHOOSE A GOAL WITH A MEASURABLE

PROGRESS.

• ESTABLISH A CONCRETE CRITERIA FOR

MEASURING PROGRESS TOWARDS THE

ATTAINMENT OF EACH GOAL YOU SET.

A ACHIEVABLE,AGREED OPON

• GOALS SET MUST BE ACHIEVABLE.

• AGREEN UPON

UNANIMOUSLY/COLLECTIVELY

• IT SHOULD NOT BE IMAGINARY

R REALISTIC,RESULT ORIENTED

• THE GOAL SET SHOULD BE DOABLE

RESULT ORIENTED AND HAS SOME

REWARD AT THE END

T TIME BASED, THOUGHTFUL

• WITHOUT FIXING A DEADLINE IT IS

IMPOSSIBLE TO REACH THE STATED/FIXED

GOALS ON TIME.

SWOT ANALYSIS

• S- STRENGTH

• W- WEAKNESS

• O- OPPORTUNITIES

• T- THREATS

• The overall evaluation of a company is called

SWOT analysis.

• STRENGTH AND WEAKNESS ARE

INTERNAL EVALUATION

• OPPORTUNITIES AND THREATS ARE

EXTERNAL FACTORS TO BE CONSIDERED.

STRENGTH

• STRENGTHS ARE OUR CAPABILITIES AND

RESOURCES:-

• THEY CAN BE USED AS THE BASIS FOR

DEVELOPING A COMPETITIVE ADVANTAGE.

• IT INCLUDES

• OUR NEW EXPERIENCE OR SPECIAL EXPERTISE

• LIKE…….

ABILITY TO PRESCRIBE SILDENAFIL CITRATE

OR HAVING A DERMATOLOGIST WHO HAS THE

RIGHT

TO PRESCRIBE ALL STEROID PREPARATION WHICH

ANY OTHER MEDICAL CENTER DOES NOT HAVE IN

AL BURAIMI.

STRENGTH

• BY HAVING A PEDIATRICIAN ON BOARD WE CAN

HAVE THE FACILITY OF VACCINATION HERE.

• ANY INNOVATIVE SERVICE :-

• USING LATEST TECHNIQUES FOR THE

GENARATION OF LAB REPORTS.

• SPORICIDAL TEST PERFORMED WEEKLY AS A

CONTROL TEST FOR THE AUTOCLAVE.

• SPECIAL TEST LIKE ELISA, H1N1(INFLUENZA)

• THE ONLY CENTER TO DO A VISA MEDICAL. @

COST EFFECTIVE RATE.

• ORTHODONTIC SERVICES WITH A CLASS APART

STRENGTH CONTI……• MILK PRODUCTS ARE NOW SOLD AT COST

PRICE/WITHOUT PROFIT WHICH IS HELPING US A

LOT TO REMOVE THE TAG OF BEING COSTLY

PHARMACY.

FULLY EQUIPPED PHARMACY WHERE THE

CUSTOMERS NOT ONLY GET THE MEDICINES BUT

TAKE HOME A RELATIONSHIP.

HAVING TETANUS TOXOID AND AVAILABILITY OF

OTHER IMMUNIZATION VACCINES UPON

EMPLOYING A PEDITRICIAN.

LOCATION OF THE ORGANISATION/HOSPITAL

PLAYS AN IMPORTANT ROLE.

BURAIMI CLOSER TO UAE HAS THE ADVANTAGE

OF SERVING CUSTOMERS OF TWO NATIONALITIES

WEAKNESS (AN INTERNAL FACTOR)

• LACK OF AQDEQUATE HEALTHCARE STAFF.

• POOR SERVICE/UNDIFFERENTIATED SERVICES.

• YMC IS SAME AS ANY OTHER POLY CLINIC IN

BURAIMI.

• BAD REPUTATION OF BEING TOO COSTLY.

• UNTRAINED STAFF FOR CUSTOMER SERVICE

• COMMUNICATION GAP BETWEEN STAFF AND

MANAGEMENT OR

• BETWEEN CUSTOMERS AND DOCTORS/STAFF

• COMM. GAP BETWEEN DOCTOR AND PATIENT

COULD LEAD TO WRONG DIAGNOSIS AND

SUBSEQUENTLY WRONG MEDICATION………

• THUS FAILURE TO MEET ORGANIZATIONAL GOAL.

OPPORTUNITIES (EXTERNAL FACTOR)

• ‘‘WHERE THERE IS WILL THERE IS A WAY’’

• A NEW DEVELOPING MARKET.

• IBRI OR SOHAR WHERE WE CAN HAVE

SPECIALIST DENTAL CLINIC & CAN OPEN A

PHARMACY.

• ANY POTENTIAL LOCATION AROUND THE CENTER.

• A NEW TECHNOLOGY OR A UNIQUE SERVICE,

WHICH CAN BE OFFERERD TO THE CUSTOMERS.

• A MARKET VACATED BY AN INEFFECTIVE

COMPETITOR OR YMC TAKING OVER ANY OTHER

SET UP.

THREATS

• A NEW COMPETITOR IN OUR AREA OR NEAR US.

• PRICE WAR WITH THE COMPETOTORS.

• MEDICINES AND OTHER ITEMS SOLD AT A

CHEAPER PRICE BY OUR COMPETOTORS.

• BETTER SERVICE OFFERED BY OUR

COMPETOTORS AT A LESSER RATE.

• ECONOMIC SLUMP/ SLOWDOWN.

• CHANGE IN THE GOVERNMENT RULES AND

REGULATIONS.

• THE INSURANCE PATIENTS MAY SWITCH TO

OTHER HOSPITALS IN ANTICIPATION OF A BETTER

SERVICE.

MARKET RESEARCH OR

ENVIRONMENTAL SCANNING

• THE SIZE OF THE MARKET IN TERMS OF MONEY.

• THE MAJOR PLAYERS AVAILABLE IN THE

MARKET.

• HOW WILL THE MARKET CHANGE IN THE NEXT 3-5

YEARS.

• STUDY OF THE CONSUMER BEHAVIOUR.

• WHAT THEY BUY?, HOW THEY BUY? WHEN THEY

BUY?

• HOW CUSTOMERS USULLY AVAIL THE SERVICES

• THE STUDY OF THE SOCIO ECONOMIC

PARAMETERS.

IDENTIFICATION OF TARGET

MARKET/AUDIENCE

• FOUR WAYS TO IDENTIFY TARGET MARKET

• GEOGRAPHIC….THE LOCATION ,SIZE OF THE

AREA, DENSITY ,CLIMATE ZONE OF THE

CUSTOMERS.

• DEMOGRAPHIC THE AGE, GENDER ,FAMILY

COMPOSITION, OCCUPATION, EDUCATION OF THE

CUSTOMERS.

• PSYCHOGRAPHIC..THE GENERAL PERSONALITY

BEHAVIOUR, LIFESTYLE, RATE OF USE,REPETITION

OF NEEDS, BENEFITS ETC

WAYS TO IDENTIFY………………

• BEHAVOUR….THE NEEDS AND WANTS OF THE

CUSTOMERS SEEKS TO FULFILL. THE LEVEL OF

KNOWLEDGE. INFORMATION SOURCE AND

ATTITUDES,USE OR RESPONSE TO A PRODUCT OR

SERVICE BY THE CUSTOMERS.

ANALYSIS OF COMPETITOR’S

STRENGTHS AND WEAKNESSES

• WHAT IS THE UNIQUE SELLING PROPSITION OF

OUR COMPETITORS ?

• WHAT IS SO SPECIAL ABOUT THEIR PRODUCTS

OR SERVICES?

• WHETHER THEY HAVE ANY INNOVATIVE SERVICE?

• ARE THEY OFFERING THE SAME QUALITY OF

SERVICES AT A LESSER RATE?

• HOW ARE THEY DOING?

• WHAT IS THEIR STRATEGY?

• IF THEY ARE SELLING MEDICINES OR ANY OTHER

ITEM AT A LESSER RATE THEN FROM WHERE ARE

THEY PURCHASING THEM?

COMPETITOR ANALYSIS

• WHAT IS THEIR MARGIN OF PROFIT ?

• ARE THEY SELLING ANY OTHER NON

MEDICINAL OR FOOD ITEMS AT A CHEAPER RATE?

OR ANY SERVICE OFFERED BETTER THAN US.

• IS THEIR BUSINESS INCREASING OR

DECREASING?

• WHAT IS THE CUSTOMERS RESPONSE TO THEIR

SELLING STRATEGY?

MARKETING STRATEGY

• AFTER THE IDENTIFICATION OF TARGET MARKET

AND COMPETITOR ANALYSIS

• THERE IS A NEED TO EVALUATE , PRIORITIZE AND

ORGANIZE THE COMBINATION OF SPECIFIC

MARKETING STRATEGY AND TACTICS THAT WILL

BE BEST SUITED TO BE USED IN PURSUING THE

GOAL.

• A WELL CONSTRUCTED MARKETING PLAN IS

WHOLE THAT IS GREATER THAN THE SUM OF ITS

PARTS.

GOALS VS STRATEGIES VS TACTICS

• GOALS…….. DESSTINATION

• ARE SPECIFIC, ACHIEVABLE, RELAVANT AND

TANGIBLE BUSINESS OBJECTIVES.

• STRATEGIES ARE…….. WAY TO ACHIEVE

• IDEAS OR APPROACHES THAT ARE DEVELOPED

TO ACHIEVE GOALS.

• TACTICS ARE……… ACTIONS PLAN

• SPECIFIC ACTION DETAILS AND ACTIVITIES THAT

MUST OCCUR IN ORDER FOR THE STRATEGY TO

SUCCEED.

EXAMPLES

• GOAL....

• INCREASE PATIENT VOLUME BY 25 % NEXT YEAR.

• IMPROVE PATIENT EXPERIENCE TO INSPIRE

PATIENT FOR WORD OF MOUTH REFERRALS .

• TACTICS…….

• INSTITUTE QUATERLY CUSTOMER SERVICE

TRAINING TO THE STAFF.

STRATEGY…….

• PATIENTS ARE THE BEST AMBASSADORS. IT IS

IMPORTANT TO TAKE CARE OF THEIR NEEDS AND

PROVIDE THEM THE BEST POSSIBLE CARE SO

THAT THEY REMAIN LOYAL AND DO Word of Mouth

REFERRALS.

STRATEGY

• CREATE INCENTIVE PROGRAM FOR STAFF BASED

ON INCREASE REFERRAL VOLUME.

• DEVOTE ONE STAFF WITH EXCELLENT

COMMUNICATION SKILL ARABIC AND ENGLISH

FOR THE PATIENT AS A PATIENT CARE

COORDINATOR.

• CONSTANTLY IMPROVE THE QUALITY OF SERVICE.

PERCIEVED SERVICE QUALITY

• WAS THE DOCTOR WAS POLITE?

• THE DOCTOR ADEQUATELY EXPLAINED MY

CONDITIONS,EXAMINATION RESULTS AND

TREATMENT PROCESS.

• THE DOCTOR ALLOWED ME TO ASK MANY

QUESTIONS ENOUGH TO CLARIFY EVERYTHING.

• THE DOCTOR PAID ENOUGH CONSIDERATION TO

MY CONCERNS FOR DECIDING MEDICAL

PROCEDURES AND MADE ME COMFORTABLE.

• HOSPITAL STAFF WERE FRIENDLY AND POLITE.

• MANY OF THE DOUBTS WHICH STILL REMAINS

UNCLEAR CAN BE SOLVED BY PROPER

COUNSELING BY THE PHARMACIST

THE ROLE OF PHARMACIST FOR

VALUE ADDED SERVICES• LIKE MEDICATION COUNSELLING ………..

• WHEN TO TAKE? HOW TO TAKE? HOW OFTEN TO

TAKE? THE NECESSITY OF COMPLETING THE

COURSE OF AN ANTIBIOTIC.

• RESTRICTION OF DIET IF ANY ALONG WITH THE

MEDICATION.

• STORAGE OF MEDICINES THE TEMPERATURE

NEEDED FOR SAFE STORAGE ETC.

• WHAT IF A DOSE IS MISSED SPECIALLY IN CASE

OF DIABETES AND HYPERTENSION.

• GREETINGS FOR MEETING & PARTING

SALUTATION , WISHING FOR THE RECOVERY OF

THEIR GOOD HEALTH.

• REFILL INFORMATION.

QUALITY OF SERVICE

• WARM WELCOME AT RECEPTION.

• NURSING STAFF TRIED TO HELP AS MUCH AS

THEY COULD.

• THE PROCEDURE OF THE LAB TEST WAS

CONVENIENT AND QUICK.

• PROPER CLEANLINESS AND HYGIENE

MAINTAINED IN THE HOSPITAL PREMISES.

• THE PROCESS OF APPOINTMENT, PAYMENT AND

OTHER SERVICES WERE SIMPLE AND HASSLE

FREE.

• NO LONG WAITING PERIOD FOR THE

CONSULTAION BY THE DOCTORS.

• IT WAS EASY TO USE AMENITIES CAFETERIA,

PUBLIC TELEPHONE ETC IN THE HOSPITAL.

THE SEVEN P’S OF THE SERVICE

MARKETING

1. PRODUCT/SERVICE

2. PRICE

3. PROMOTION

4. PLACE

5. PROCESS

6. PEOPLE

7. PHYSICAL EVIDENCE

PRODUCT/SERVICE

• THE MOST IMPORTANT MARKETING MIX.

• A BUNDLE OF UTILITIES OFFERED TO CUSTOMERS

@ OF PROFIT.

• MAY BE TANGIBLE IN CASE OF PRODUCT BUT

SERVICES ARE INTANGIBLE.

• THE UNIQUE SELLING PROPOSITION OF YOUR

PRODUCT OR SERVICE.

PRICING

• PRICING PLAYS A CRUCIAL ROLE IN THE

SUCCESS OF ANY PRODUCT/SERVICES.

• ESPECIALY CATERING TO THE CUSTOMERS OF

LOW/MEDIOCRE SCIOECONOMIC STATUS.

• WE HAVE TO STRIKE A BALANCE BETWEEN OVER

PRICING AND UNDERPRICING.

• BURAIMI IS A HIGHLY PRICE SENSITIVE MARKET.

• MAJORITY OF THE CUSTOMERS ASK FOR THE

PRICE BEFORE THE MEDICINES ARE DISPENSED.

PRMOTION (ADVERTISEMENT) “AIDAS”

THEORY

• PROMOTION CALL FOR FREE APPOINTMENT

BETWEEN ……… PAY ONLY MEDICATION COST.

• WHAT IS ADVERTISED IS SOLD.

• ADVERTISEMENT IS A NECESSARY EVIL.

• INFORMING ABOUT THE PRODUCT OR SERVICES

TO THE PEOPLE TO AVAIL THE BENEFITS.

WHAT IS THE RIGHT CHANNEL?

WORD OF MOUTH (WOM) CAN BE AN IMPORTANT

AND EFFECTIVE CHANNEL FOR LOCAL MARKET

LIKE BURAIMI.

ELECTRONIC, PRINT MEDIA OR ANY OTHER…….

MEDICAL CAMPS, FREE CHECK UPS IN SCHOOL .

EDUCATING PEOPLE FOR PROMOTION

• HEALTH DAY APRIL 7TH

• WORLD AIDS DAY DECEMBER 1ST

• DIABETES DAY NOVEMBER 14TH

• WORLD HEART DAY SEPTEMBER 26TH

• MALARIA DAY APRIL 25TH

• NO TOBACCO DAY MAY 31ST

PLACE

• WHERE TO PROMOTE IN ORDER TO REACH THE

MASSES?

• IS PRINT MEDIA OK HOW MANY FAMILIES IN OMAN

GO FOR NEWSPAPER OR READ HANDOUTS.

• OR CHOOSING ELECTRONIC MEDIA WOULD BE A

BETTER OPTION FOR THIS.

• HOW ABOUT PUTTING UP A BILLBOARD OF YAS

MEDICAL CENTER AT A PRIME ROUNDABOUT. OR

NEAR A SHOPPING MALL?

• ANALYSIS NEEDS TO BE DONE BEFORE TAKING A

DECISION.

• SO PLACING YOUR PRODUCT/SERVICE IS V.IMP.

PROCESS

• A SMOOTH OR HASSLE FREE PROCESS IS THE KEY

• ACCORDING TO A RESEARCH A DISSATISFIED

CUSTOMERS ON AN AVERAGE CONVEYS HIS

MESSAGE TO AT LEAST15 PERSONS.

• WHEREAS A SATISFIED CUSTOMER SHARES

HIS/HER EXPERIENCE WITH 8-9 PERSONS ONLY.

• PROCESS OF DELIVERING A HIGH QUALITY

SERVICE IS A MUST.

• MAC DONALDS HAVE CASH COUNTER AND

DELIVERY COUNTER SIDE BY SIDE

• WHY???????

• IN PRIVATE FIRMS/BANKS THE PROCESS IS QUITE

SMOOTH WHICH MAKES THE CUSTOMERS HAPPY.

PEOPLE

• A HIGHLY MOTIVATED TEAM OF STAFF PLAYS A

VITAL ROLE IN THE SUCCESS OF ANY

ORGANSATION.

• SYSTEM AND MACHINES ARE OPERATED BY…….

• NO MATTER HOW ADVANCE THE EQUIPMENT OR

SOFTWARE IS BUT WITHOUT A QUALITY HUMAN

RESOURCE ANY OTHER RESOURCE IS JUST A

LIABILITY.

• TIMELY TRAINING ON THE ETIQUETES OF

CUSTOMER SERVICE. CUSTOMER RELATIONSHIP

MANAGEMENT IS RECOMMENDED.

• RIGHT STAFF AT RIGHT PLACE WITH RIGHT

TRAINING AT RIGHT TIME.

PEOPLE..

• PROPER HANDLING OF THE CUSTOMERS

GRIEVANCES.

• AT LEAST A MEETING TO DISCUSS THEIR ISSUES

WITH THE DEPARTMENT HEADS ONCE IN A

QUARTER IS MUST.

• THE RESPECTIVE HEADS OF THE DEPARTMENT

CAN DISCUSS AND PROPOSE SOLUTIONS TO THE

TOP THE MANAGEMENT.

PHYSICAL EVIDENCE

• CREATION OF AN ELEMENT BY WHICH CUSTOMER

BELIEVE THAT YAS SERVICES ARE BENEFITIAL

TO ME.

MAKING THEM HAVE A FEEL OF THE PRDUCT OR

SERVICES.

IMPLEMENTATION

• AFTER CHALKING OUT THE PLAN &

APPROPRIATE STRATEGY IT IS THE TIME TO

IMPLMENT IT.

• COMMUNITY ACTIVITIES CONTINUING MEDICAL

EDUCATION ( CME)

• NEWSLETTER

• REFERRALS

• WEBSITE

• OTHER ACTIVITIES

POST IMPLEMENTATION EVALUATION

• ONCE IMPLEMENTED THERE HAS TO BE AN

EVALUATION AFTER IMPLEMENTATION IN ORDER

TO ASSESS THE PERFORMANCE AND

SHORTCOMINGS IF ANY.

• WHAT IS THE INCREASE IN NO OF PATIENTS?

• INREASE IN THE MARGIN OF PROFIT?

• RESPONSE OF AN ADVERTISEMENT?

REFERENCES

• “FUNDAMENTALS OF MANAGEMENT” 5TH EDITION

BY STPHEN P.ROBBINS & DAVID A DECENZO.

• “PRINCIPLES OF MARKETING” BY PROF.PHILIP

KOTLER 12TH Edition.

• “AMERICAN MARKETING ASSOCIATION”

• “COUNT YOUR CHICKENS BEFORE THEY HATCH”

BY PROFESSOR ARINDAM CHOUDHARY ,IIPM NEW

DELHI.

!!!!!!!!THOUGHT OF THE DAY!!!!!!!!

“ Be like rose which yields perfume even to

the hands which crushes it”

THANK YOU