Services Marketing in Healthcare - Lecture Slides PDF

Services Marketing in Healthcare Organization L2 3S/LAS2 – 2025 Dr Gloria Thomasia DOSSOU MCF Sciences de gestion (Marketing) Session 1 summary I General introduction II Evaluation Guidelines...

Services Marketing in Healthcare Organization L2 3S/LAS2 – 2025 Dr Gloria Thomasia DOSSOU MCF Sciences de gestion (Marketing) Session 1 summary I General introduction II Evaluation Guidelines III Exploring marketing 2 Session 1 summary I General introduction II Evaluation Guidelines III Exploring marketing 3 I.2- Outcomes of the course  Provide you with foundation in marketing  Improve your knowledge regarding marketing and highlight how it might be applied in health services & social context.  Help you to understand the specificities and implications of "services marketing" in order to be able to set up and/or follow a marketing program in a health or social organization. 5 I.3 - Class schedule 8 sessions: 3h Generalities regarding marketing Marketing: the process Health services marketing Social marketing  Collective work a specific services marketing project 6 I.4 - Pedagogical approach Mix of Academic expertise: marketing theories, methods and tools Real-world A participatory approach is marketing strongly recommended... examples 8 I.4 - Pedagogical approach Discuss’time 9 I.5 Rules of the course 5 minutes delay allowed at the beginning of each session / no unnecessary chatter during the class time 10 Session 1 summary I General introduction II Evaluation Guidelines III Exploring marketing 11 II - Evaluation & Individual work Collective work Collective mark (40%) & Individual mark (60%) 12 II.1 - Guidelines Project Goal: Healthcare facility physical environment and patient/user satisfaction Three kind of healthcare organization: 1. Public hospital 2. Private hospital (clinic) 3. Medico-social organization (e. g. service company) 13 II.1 - Guidelines Groups (6 people /group)  DP groups are ok Instructions: o Analyze the data collected 3 years ago on emergency services in public hospitals o Make recommendations based on the marketing approach learned in class 14 II.1 - Guidelines Submit a report of 15 pages maximum (without appendices) on March 24, 2025 at 23:59 Follow an identical structure for all your report: 1. General presentation of the context 2. Presentation of the qualitative study: problematic, sample, interview guide, results 3. Recommendations 4. Your feelings throughout the project + A presentation of the skills and soft skills developed throughout the project 15 Evaluation guidelines Any query? 16 References Session 1 summary I General introduction II Evaluation Guidelines III Exploring marketing 18 Session 2 summary I Reminder II Service marketing process III Qualitative data analysis IV Discuss’time 19  S2 Generalities regarding marketing Definition  Discipline of MANAGEMENT sciences as well as finance, strategy, logistic, or HR...  Main goal  optimize exchanges that are not necessarily commercial. It can be implemented in both profit and non- profit organizations. 23 Definition Marketing concept is a specific vision of exchanges, trading relationships. These relationships must be fair and involve value creation for each stakeholder (consumer, organization - profit O. & non-profit O. -). association française du marketing 24  Your turn to... Name two major criteria used by customers to determine the value of a 25 Goal and missions Value creation for customers = ratio of benefits (perceived benefits) to costs Perceived benefits: utilitarian and/or symbolic Costs: financial, cognitive effort, time, etc. Value creation for customers  competition for companies 26 Goal and missions Value creation for customers depends on: Consumers’ expectations: Who are you fighting for? Organization’s goal & resources: With what resources? Competitors (re)actions: Who are you competing against? 27 Goal and missions Consumers’ expectations Product/Service Strengths Competitors' positioning 28  To sum up… Customer Service triangle in health Patient Doctor / HCO (Hospital) non-medical workers Provider Company 29  Service triangle in health Customer: The patient seeking care is the client of the HCO (hospital). He and/or his family are the ones who use and pay for the service. Company: Organization that dreams up an idea of service offering (treatment), which will satisfy the consumer’s (patients…) expectations (of getting cured). Provider: Physician is the main provider as he is the one who provides healthcare to the patient. He is the one who comes in direct contact with the patient. The reputation of the hospital depends mainly on the expertise of the physicians and some soft skills (human qualities) of the medical and non- medical staff. 30  Your turn to... Does marketing create need? 31 ATTENTION !!! Marketing does not create need for consumer. The need exists. BUT ! Marketing can create wishes (desires), influence them, stimulate them, develop them so that desire becomes a need. 32  S2 Marketing: the process (SMHCO) What is Healthcare marketing? Function by which a health marketer plans, promotes and delivers health products and services to the customers- patients. 36 Services Product 37 What is services marketing? All marketing techniques used to create and market an organization’s service offering. 38  Your turn to... Choose an HCO or social organization that suits you and identify 2 marketing practices of this organization. 39 Although they are unaware of marketing disciplines details, medical & social workers have some marketing practices… 40 What is the process for setting up a marketing program? 41  Your turn to... What are the different steps to follow to set up a marketing program? 42  Understand the market and Survey customers’ needs Strategic Design a marketing Marketing strategy Mix marketing / 4Ps’/ 7Ps’ Develop an marketing action plan CRM Manage customer relationship Marketing Science of choosing target markets through market analysis and market Generate profits for segmentation as well as understanding the company consumer buying behaviour and providing superior customer value. 43 Marketing: the process (Step 1 – Survey) Step 1: Survey Survey: Process used to analyze the market, identify the customer and understand their needs and expectations; learn more about their behavior, decision-making process... Methods used: qualitative &/or quantitative 45 Step 1: Survey Services marketing challenges The « 3P » of healthcare services ▫ People (patients, customer-facing staff.) ▫ Process (interlink work processes between patient, their relatives and practitioners) ▫ Physical environnement 46 Step 1: Survey Services marketing challenges Customer's experience Customer-facing staff expertise Servuction management 47 Step 1: Survey Services marketing challenges Customer's experience management “the practice of designing and reacting to customer interactions to meet or exceed customer Know your « customers »! expectations and, thus, increase customer satisfaction, loyalty and advocacy.” 48 Step 1: Survey Services marketing challenges Customer's experience management Know your « customers »! ▫ Individuals are increasingly emotional, looking for experiences with products and services ▫ Seeking emotional experiences, pleasure, hedonism, socialization, value sharing, etc. ▫ Participation, highly involved, critical, "consom'acteur" - EMPOWERMENT 49 Know your « customers » ! STIMULI REACTIONS Smell, Approach, Color, Purchasing, Human feelings, emotional states Avoidance… music... Sensorial marketing 51  lights that highlight the products when the rest of the store is in darkness; very colourful clothing; sellers in very good shape Distribution (selected of forthe brand’s their beautiful perfume: body) throughout the store; on bags and clothes Nightclub casual atmosphere (electronic music) throughout the store study of the wide range of textiles ==> "soft touch"; clients are allowed to touch the products. 52 Know your « customers » ! Bank (Crédit agricole), hotel industry, public services … Quid HCO ? 53 Know your « customers » ! Quid HCO ? Quid HCO ? 54 Step 1: Survey Services marketing challenges Customer's experience Customer-facing staff expertise Servuction management 55 Step 1: Survey Services marketing challenges Customer-facing staff expertise The role of customer-facing staff is crucial for qualitatives services providing. to be developed later 56 Step 1: Survey Services marketing challenges Customer's experience Customer-facing staff expertise Servuction management "Servuction is the way a service provider manages his company and especially his client in order to deliver his service with the best possible quality, while respecting his economic objectives." 57  Marketing: the process (Step 2 – Strategic Marketing)  Understand the market and Survey customers’ needs Strategic Design a marketing Marketing strategy Mix marketing or 4Ps’/ 7P’s/5C Develop an marketing action plan CRM Manage customer relationship Marketing Science of choosing target markets through market analysis and market Generate profits for segmentation as well as understanding the company consumer buying behaviour and providing superior customer value. 59 Step 2: Strategic marketing Strategic marketing: Process used to determine what services may be of interest to customers, and the strategy to use in sales, communication and business development. Segmentation, Targeting and Positioning 60 Step 2: Strategic marketing Strategic marketing: Three steps are necessary to develop a marketing strategy. All these steps are processes by which a company: Identify and profile distinct groups of customers who differ in their needs, preferences, behavior, belief…  Market Segmentation Selects one or more market segments to enter based on its objective and resources  Market Targeting Identify and communicate the key differentiating advantage(s) of the company's business offering for each target segment  Market Positioning 61 Step 2: Strategic marketing socioéconomiques Sociodémogra démographiques Strategic marketing phiques géographiques Segmentation criteria: Consumer characteristics personnalité Psychographi Styles de vie (age, sex, etc.) ques croyances, valeurs Demographic Geographic avantages recherchés Psychographic Comportemen occasion / taux comportement d’achat Behaviour usage 62 Example of consumer segmentation of health products 63 Step 2: Strategic marketing Strategic marketing Market targeting: Not all segments are useful. To be useful, a segment must score favorably on the following criteria: Measurable - size Substantive (large enough and profitable) Buying power Specific characteristics 64 Target 65 Step 2: Strategic marketing Market targeting: Not all segments are useful. To be useful, a segment must score favorably on the following criteria: Accessible: should be effectively reached and served Differentiable: should respond differently to 7 P’s marketing Positioning: Position the product/service in the heart of the customer, not only in their mind ! 66 Step 2: Strategic marketing Choose a positioning: Precisely define your offer in relation to the target (needs) and in relation to the competition (existing offers) so that it is as relevant as possible. To be appealing To differentiate your offer from the competition 67 Bonne Maman la confiture traditionnelle aussi bonne que celle faite à la maison 68  Discuss’time 2 1. Analyze the data collected : vertical analysis 2. Analyze the data collected : horizontal analysis 70 71 71 72 72 73 73 74 74 Le processus de codage Définition des thèmes/catégories Les sous-thèmes appartenant au même phénomène sont regroupés en thèmes principaux ou catégories. Niveau plus abstrait/théorique Les codes sont issus du guide d’entretien et de la lecture des entretiens. !!! Attention aux thèmes émergents !!! 75 76 Quels codes pourrait-on déduire de ces verbatims ? 77 L’analyse verticale 78 79 L’analyse horizontale Comment les sous-thèmes/thèmes ont-ils été abordés par l'ensemble des répondants ? 80 L’analyse horizontale et verticale Verbati m 81 L’analyse horizontale et verticale 82 The process 83 Example of result presentation (file) 84  Marketing: the process (Step 3 – Mix Marketing)