Hospital Marketing Strategies Quiz

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Questions and Answers

What has been renamed in many hospitals to represent marketing efforts?

Guest and Public Relations Department (correct)

Health Promotion Division

Service and Relations Department

Marketing Department

Which of the following best describes marketing based on the content?

A primary focus on direct customer feedback.

An art of introducing a service to gain public interest. (correct)

A strategy for profit maximization.

A quick approach to sell products.

How is effective marketing segmented in hospitals according to the information provided?

Market Research, Strategic Planning, Community Outreach

Marketing, Sales, Brand Building (correct)

Public Relations, Customer Service, Advertising

Digital Marketing, Traditional Marketing, Relationship Marketing

What does the story of shoe marketing in South Africa illustrate about marketing?

Understanding the local culture is crucial for successful marketing. Signup and view all the answers

What aspect is highlighted as essential for a marketing professional to succeed?

Insight into customer sentiment and behavior. Signup and view all the answers

In terms of marketing, how is the hospital primarily characterized?

As a service industry focused on public welfare. Signup and view all the answers

What is one of the key components of marketing mentioned in the document?

Generating an awareness of public needs. Signup and view all the answers

Which characteristic defines the marketing process as described?

A long-term approach to influence public perception. Signup and view all the answers

What is the primary purpose of conducting a SWOT analysis in a hospital setting?

To assess the hospital's internal and external environment for strategic planning Signup and view all the answers

Which of the following is NOT listed as a strength of the hospital?

Established partnerships with other hospitals Signup and view all the answers

What is a key component of the SWOT analysis process mentioned in the content?

Fixing targeted growth with a budgeted plan Signup and view all the answers

Which aspect of hospital evaluation focuses on comparing existing facilities with industry standards?

Competitive Benchmarking Signup and view all the answers

What unique facility is mentioned as a strength of the hospital?

Home treatment facility Signup and view all the answers

Which of the following elements are included in the focus of Continuing Medical Education (CME)?

Information on banned drugs Signup and view all the answers

What type of specialized departments does the hospital emphasize as a strength?

Cardiovascular and cardio thoracic surgery Signup and view all the answers

What is one of the key activities that hospitals engage in as part of their Corporate Social Responsibility (CSR)?

Conducting blood donation camps Signup and view all the answers

What is the significance of the phrase 'treatment now, pay later' as mentioned in the evaluation?

It offers financial flexibility to patients receiving care. Signup and view all the answers

What type of certification is mandatory for hospitals in the health industry?

Good Manufacturing Practice (GMP) Signup and view all the answers

Which of the following would likely be categorized as a desirable certification for hospitals?

Joint Commission International (JCI) Signup and view all the answers

What is a significant hidden marketing technique used by hospitals related to special incidents?

Celebrating doctor achievements Signup and view all the answers

Which of the following is NOT a focus area of the Continuing Medical Education (CME)?

Community outreach programs Signup and view all the answers

How do changes in operational timings serve as a branding strategy for hospitals?

They create the perception of patient care. Signup and view all the answers

Which of the following initiatives is linked to the hospital's CSR efforts?

Conducting free diabetes detection camps Signup and view all the answers

What is the primary marketing strategy highlighted for attracting patients who have had unsuccessful treatments?

Advertising the qualifications of new doctors Signup and view all the answers

How does the advertisement of the new 64 slice scanning machine impact the hospital's branding?

It positions the hospital as a pioneer with advanced technology. Signup and view all the answers

What implicit strategy is used when VIPs visit the hospital for publicized events?

To enhance the hospital's reputation through association Signup and view all the answers

What type of successful surgeries are marketed by the hospital as part of its promotional strategy?

Exclusive surgeries with notable success stories Signup and view all the answers

Which of the following best describes the 'Ask Your Doctor' programs utilized by the hospital?

A method to promote health awareness and hospital services Signup and view all the answers

What is a key weakness identified in the hospital's services?

Inadequate facilities for high-risk pregnancy cases Signup and view all the answers

What is a consequence of the lack of awareness regarding health issues, as mentioned in the content?

It can lead to dangerous health situations. Signup and view all the answers

What role does the media play in promoting the hospital's brand during VIP visits?

Encouraging publicizing the significance of the VIP and the hospital Signup and view all the answers

Which of the following represents a lack in the hospital's infrastructure?

64 slice automated computerized scanning machine Signup and view all the answers

What is a significant aspect of the marketing campaign for new machinery in the hospital?

Focusing on it's being the first of its kind Signup and view all the answers

What is one of the opportunities mentioned for the hospital's marketing strategy?

Promoting health policies and medical insurance Signup and view all the answers

How does the hospital currently handle complicated investigations?

Referral to nearby diagnostic centers Signup and view all the answers

What is an ethical concern mentioned regarding financial dealings at the hospital?

Unethical payment procedures Signup and view all the answers

What type of surgeries does the hospital lack facilities for?

Keyhole and pinhole surgeries Signup and view all the answers

What type of service is notably absent for bedridden patients?

In-home treatment services Signup and view all the answers

Which facility's absence is highlighted as a major weakness for emergency situations?

Blood bank Signup and view all the answers

Which of the following is NOT considered a promotional material according to the marketing strategies?

Social media campaigns Signup and view all the answers

What is the primary purpose of visual aids used by medical representatives?

To gain referrals Signup and view all the answers

CME's are part of which category of marketing strategies?

Activities Signup and view all the answers

Which of these options is an example of print media used in marketing strategies?

Press conferences Signup and view all the answers

What type of branding is conducted through public transport in the marketing strategies?

Bus branding Signup and view all the answers

Which of the following activities aims to create public awareness about health issues?

Awareness classes Signup and view all the answers

Which of the following marketing strategies involves participation in government programs?

Medical Camps Signup and view all the answers

Which form of online marketing is used to directly engage potential customers via email?

Bulk mailing systems Signup and view all the answers

Study Notes

Postgraduate Diploma in Hospital Administration - Paper 5

Course title: Marketing & Brand Building of Hospitals (Guest & Public Relations)
Instructor: Dr. Sunil Sadanandan
Credits: 5
Total hours: 46
Number of slides: 76
Classes: 23 sessions of 2 hours each

Learning Outcomes & Relevance

Learning outcomes and relevance of each day's topic are explained to students at the start of each session.
Learning outcomes and relevance are not presented as individual slides in the PowerPoint presentation.
The marketing topics are based on situational analysis.

Marketing and G & PR Comparison

Hospitals are considered service industries.
Marketing & Brand Building is often renamed to Guest and Public Relations (G&PR) in some hospitals.
Hospitals can indirectly promote their marketing activities.
Active Marketing isn't always necessary.

Segments of Marketing

Effective marketing prioritizes segments, segmented as:
Marketing, Sales, and Brand Building

Nature of Marketing

Marketing is presented as an art introducing a product or service to the market.
Entering into the public's hearts by understanding their weaknesses and necessity is key.

Understanding Marketing

The famous example of two marketing professionals promoting shoes in a developing country is presented.

Marketing - Overview

Marketing professionals should aim to understand the real situation and needs of customers.
This approach helps achieve desired results.

Sales - After Effect of Marketing

The outcome of comprehensive marketing efforts is identified as sales.
Sales is deemed the desired result.

Sales without Marketing

Non-branded products can also be sold without any guarantee on the street.
Sellers emphasize the practicality and value of sales without marketing.

Sales without Marketing (Foot Path Sales)

Marketing that focuses on building value for a product without using marketing labels is discussed.
The value of the brand is important.
Big, recognized companies use brand building.

Different Types of Marketing

Direct, MLM (multi-level), Institutional, Referral, Guerrilla, Digital, and Propaganda marketing are discussed.

Door-to-Door Marketing

This type of marketing brings products directly to customers during their doorstep visit.
It achieves sales through offers and product demonstrations.

Multi-level Marketing

A marketing approach that distributes efforts and income evenly among the team.
The efficiency in income generation through team-based approaches is discussed.

Institutional Marketing

This is a method adopted by service-oriented organizations.
It is equivalent to empanelment, with exclusive contracts/agreements.
Hospitals often focus on providing health/rejuvenative treatments to employees.

Referral Marketing

Reciprocating confidence in a doctor or hospital is discussed.
Patients often refer doctors to their acquaintances/friends/relatives.
Successful referrals result in the promotion of a particular doctor or hospital.

Guerrilla Marketing

This marketing style occurs without rules or guidelines. It involves tactics such as offering products/services with exorbitant/low prices, even if the products are damaged.
Financial gain is the main motivation.

Digital Marketing

Discusses digital marketing as a new generation practice, successful for decades.
It has become an essential tool for the public.

Digital Marketing - SEM & SEO

Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are presented as specific digital marketing tactics.
The importance of tuning websites for various customers is described.

Network (Propaganda) Marketing

This marketing approach is deemed unsuitable for organizations dealing with human life's intrinsic value.

Impact on Various Marketing Techniques

The pros and cons, positive and negative aspects of marketing, are addressed in the context of a hospital's services.
The ethics of marketing hospitals and product/service marketing differences are explained.

Queries on Marketing a Hospital

Questions arise about the ethical implications of promoting a service industry like a hospital.
The ethics and norms/legalities in the healthcare industry are discussed.

Ethical Hospital Marketing

Hospitals aren't marketed but promoted or highlighted.
Brand value creation, infrastructure details, and facility displays are emphasized.
Doctor expertise is a key factor.
Emphasizing cost-effective treatment is also helpful.

Advertorials

Advertorials combine advertisement and editorial elements.
These articles/news items focus on specific patient interests.
Patient attention is focused on a specific subject through clever use of headings and captions.

Joining of New Doctors

New doctor announcements are presented as marketing materials.
Key phrases like "Highly qualified," "skilled," and "experienced" are used prominently.
The announcement is designed to boost the hospital's reputation and draw new patients, especially for those seeking treatment for particular issues (e.g., infertility).

Installation of New Machineries

An advertisement highlighting the installation of a specific new machine (64-slice scanner) is presented.
Advertisement points to the machine's unique features.

VIP Visit to the Hospital

Marketing is enhanced by featuring VIP visits to the hospital.
These visits are publicized to highlight their importance, possibly with free treatment for VIPs.
The promotion of the hospital is a secondary concern.

An Effective Surgery

Showcase success stories of exceptional medical procedures (e.g., heart surgeries, births from high-risk pregnancies).
Feature doctors' interviews or patient testimonials to build trust.

Ask Your Doctor

"Ask your Doctor" programmes are promoted regarding patient concerns, symptoms, and epidemic health issues.
It is presented as an audio and visual media technique for engaging patients.

Health Awareness Programmes

Discusses the importance of and how to build health awareness.
The awareness programmes are implemented with modern technologies.
Topics of these programmes relate to health/medical concerns.

Branding Stationeries

School stationary is utilized for branding hospitals in a cost-effective and promotion-oriented manner.

Career Opportunities - Wanted

Advertisements for hospital openings can attract and promote the hospital.

Sponsorship of Medical Aids

The hospital sponsors medical aids to disadvantaged communities.
Hospitals can partner with organizations for distribution, gaining indirect exposure.

CME - Continuing Medical Education

CME programs are presented in cooperation with medical associations (IMA), sponsored by medical providers/hospitals to improve skill and knowledge of medical professionals.
The courses cover special studies and research to educate under-served doctors.

CME Focus

CME programs concentrate on exclusive surgical procedures, health disorders (diseases, epidemics, pandemics), research on conditions like psoriasis, cancer, and paralysis.
Current drug information, new drug launches, and information on banned drugs are included.

Hospitals coordinate and cooperate with numerous organizations to provide numerous health services, as part of CSR efforts.
Programs cover immunization (e.g., Pulse Polio), blood donation drives, eye check-ups, health screening camps, and other pertinent initiatives.

Notifications of Special Incidents

These notifications focus on hospital-related news items such as doctors' specializations, recognitions, and certifications like international accreditations, creating a positive public image.
These are presented as hidden marketing techniques.

Declaration of Certificates

The hospital's certifications (mandatory, desirable, and added feathers) are listed.
Certifications are necessary for many hospitals and demonstrate the quality of care and expertise.
Certificates are emphasized as marketing advantages.

Change in OP Timings

Changes in hospital operating hours (OPD) (Outpatient Department) affecting the quality and/or accessibility of the hospital are presented.

Conclusion

Hospital staff and departments should work together as a team to produce maximum results.
Marketing activities should not go beyond hospital policies and ethics regarding patient care/safety.

Conclusion - 2

Hospital Marketing should not be Profit Focused, yet focus should be on its operation/financial sustainability (break-even).
The use of proper marketing methods is important to overcome financial barriers and keep up with market standards.

Analysis of Financial Status - Present Situation

This involves a comprehensive review of the hospital's financial performance (P&L).

Evaluation – SWOT Analysis

Analyzing Strengths, Weaknesses, Opportunities, and Threats in marketing a hospital to understand the current market dynamics and to create a solid strategy.

Evaluation - SWOT Analysis - Strengths

Hospital details, especially regarding advanced medical services; staff and technology are highlighted as strengths.

Evaluation - SWOT Analysis - Weaknesses

Gaps in the hospital's capabilities are identified, such as a lack of particular medical capabilities, limitations in staffing, or the limitations of access to certain medical resources.

Evaluation – SWOT Analysis – Opportunities

Analyzing the ways in which a hospital might capitalize on untapped possibilities.

Categorization of Opportunities - 1

Local, National, and International opportunities are explored for marketing and strengthening the market image.

Opportunities Discovered

Various ways to utilize opportunities are explored, such as focusing on the healthcare industry internationally to tap into specific markets.

Categorization of Opportunities - 2

Hospital activities focused on joint ventures, collaborative partnerships, and particular areas of expertise (such as rejuvenation/curative treatment).

SWOT Analysis – Threats

Potential issues and risks for the hospital in the healthcare industry are discussed.

SWOT – Actions Recommended

Suggesting the strategy to address obstacles and improve hospital functionality and services by expanding staff, fixing weaknesses, or eliminating particular threats.

Marketing Team

Combining various hospital teams to increase marketing efficiency.

Budgeting Strategies

Detailed Budgeting methods covering certifications, a one-year budget, and strategies, ensuring this is aligned with operational goals.

Budgeting Strategies - 2

Specific aspects of budgeting to include important items such as certifications/ accreditations (mandatory and voluntary).

Marketing Strategies - Brochure

Description of various brochures to cover all hospital information, staff and facility specifics.

Marketing Strategies - Visual Aids

Presentation of visual aids, such as charts, to improve internal communication.

Marketing Strategies - Promotional Materials

Brand-related materials are discussed (e.g., promotional materials, calendars, clocks, etc.) for marketing enhancement.

Marketing Strategies - Media

Traditional, visual, and social media marketing strategies are examined in detail.
Print and visual media, including social aspects such as (e.g., Facebook, Whatsapp, etc.) are presented as important tools.

Marketing Strategies - Activities

Various hospital activity methods including Medical Camps, Seminars, Conferences, Road Shows, and others are highlighted.

Marketing Analysis of Marketing Campaign

Review methods to measure the impact of marketing efforts are presented, such as monthly, quarterly, and annual data analyses.
Data analysis on patient flow, revenue increase, as well as improved brand awareness are included.

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Description

Test your knowledge on the various marketing strategies implemented in hospitals. This quiz covers topics such as SWOT analysis and effective marketing segmentation within healthcare. Understand the importance of branding and how marketing can shape hospital services.