Marketing & Brand Building of Hospital PDF

POST GRADUATE DIPLOMA IN HOSPITAL ADMINISTRATION PAPER - 5 MARKETING & BRAND BUILDING OF HOSPITAL (THE G & P.R – GUEST & PUBLIC RELATIONS) 23 CLASSES OF 2 HOURS -TOTAL : 46 HOURS - 76 SLIDES DR. SUNIL SADANANDAN...

POST GRADUATE DIPLOMA IN HOSPITAL ADMINISTRATION PAPER - 5 MARKETING & BRAND BUILDING OF HOSPITAL (THE G & P.R – GUEST & PUBLIC RELATIONS) 23 CLASSES OF 2 HOURS -TOTAL : 46 HOURS - 76 SLIDES DR. SUNIL SADANANDAN Ph.D (H.C.A), PGDEM, MMBA, PGDVA MARKETING & BRAND BUILDING OF HOSPITAL MARKETING MARKETING & BRAND BUILDING OF HOSPITAL MARKETING LEARNING OUTCOME FOR THE STUDENTS AND THE RELEVANCE OF THE PARTICULAR DAYS ARE EXPLAINED AS AN INTRODUCTION TO THE STUDENTS BEFORE THE START OF EACH DAY. SO LEARNING OUTCOME AND RELEVANCE IS NOT MENTIOED AS SLIDES IN THE PPT SINCE THE MARKETING TOPIC IS ASED ON THE SITUATIONAL ANALYSIS. MARKETING & BRAND BUILDING OF HOSPITAL MARKETING & G & PR COMPARISON Hospital is concerned as a service industry. How can a service industry be marketed ? In this scenario the Marketing & Brand Building has been renamed as G & P.R (Guest and public relations department) in majority of the hospitals. The Hospital will be able to undertake lot of marketing activities indirectly without the label of an active marketing. MARKETING & BRAND BUILDING OF HOSPITAL SEGMENTS OF MARKETING While prioritizing the segments in a practical way, an effective marketing can be well segmented as : Marketing Sales Brand Building. MARKETING & BRAND BUILDING OF HOSPITAL MARKETING Marketing can be considered as an art of introducing a product or service to the market or public. It is a long process to enter into the hearts of public utilizing their weakness, creating an awareness to the public to utilize their necessity. MARKETING & BRAND BUILDING OF HOSPITAL UNDERSTANDING MARKETING (Story of shoe marketing in South Africa) To have an understanding of Marketing in its true value, I sincerely would like to recall the famous story of two marketing professionals who have been deputed to an un cultured, un-privileged and un- developed country in a continent to market Shoes. MARKETING & BRAND BUILDING OF HOSPITAL MARKETING – AN OVERVIEW. Marketing professional unite…! For they have everything to gain, nothing to lose. A real marketing professional should see the real situation, where he can peep through to know the pulse of the customer to enter into their hearts to conquer them to achieve the desired results. MARKETING & BRAND BUILDING OF HOSPITAL SALES - THE AFTER EFFECT OF MARKETING Once the successful marketing campaign is over we get the desired results. It can be described as “Sales” – The outcome of a comprehensive marketing. It is the result of a successful marketing campaign. MARKETING & BRAND BUILDING OF HOSPITAL SALES WITHOUT MARKETING Un marketed products are also sold. Selling of un branded products on the foot path, without any brand value at much lower price without guarantee. Sales with false promises for instant profit , no after sales service, repeated sales or replacement of Inferior products. Sales on un marketed products depend upon the free availability, non-choosy customers, low end customers who are price conscious and those who doesn’t require any guarantee. MARKETING & BRAND BUILDING OF HOSPITAL SALES WITHOUT MARKETING – “FOOT PATH SALE” The process of building a brand value to a specific product without the label of a marketing. To create eagerness to the public for maintaining brand value. The customer should not feel that the particular company is marketing a product. Big giants already established their brands, engages in Brand building to re- confirm their presence in the market.. MARKETING & BRAND BUILDING OF HOSPITAL DIFFERENT TYPES OF MARKETING Door to door marketing – Direct marketing. Multi level marketing – MLM. Institutional marketing. Referral marketing Guirella marketing – without any rules. Digital marketing – Social media/ SEM/ SEO. Propaganda marketing – Network marketing MARKETING & BRAND BUILDING OF HOSPITAL DOOR TO DOOR MARKETING It is a kind of Direct marketing by which the product or services is made at each doorstep. Sales & Marketing takes place in a single step wherein the products are introduced and sold. Door to door marketing results in instant sales wherein handsome discounts are offered and the product is tested and demonstrated in their vicinity. MARKETING & BRAND BUILDING OF HOSPITAL MULTI LEVEL MARKETING Multi level marketing is a sucessful method of marketing where effort, & income is equally distributed among the whole team which multiplies like a magical cell within a very short span of time. Professional effort , inspiration, motivation classes, production of documentary evidence of income , life before & after joining the team, add new members to the team in the MLM chain. Recently MLM has been accepted even by the Central Government as an authorized platform for business. MARKETING & BRAND BUILDING OF HOSPITAL INSTITUTIONAL MARKETING Institutional marketing is a method adopted by service oriented organizations. It can be termed as empanelment with various institutions wherein an exclusive Rate contract & agreement is done. Hospitals promote health check ups, pleasure treatments, proceedures, and curative treatments, rejuvenative treatments for their employees. MARKETING & BRAND BUILDING OF HOSPITAL REFERRAL MARKETING Referral marketing is a reciprocation of confidence on a doctor, hospital who have been proved to be excellent. Such references are transferred by the patients to their friends, well wishers and relatives. Individual doctors who have witnessed the success rates refer their patients for prolonged treatment to various hospitals. Such references are compensated by voluntary donations, gifts and other promotional gifts as a goodwill gesture. MARKETING & BRAND BUILDING OF HOSPITAL GUIRELLA MARKETING Guirella marketing is a type of marketing without any rules, regulations, ethics or price conditions. It is a situational marketing wherein any body enters any segments, un-ethical offers, exorbitant prices, lowest prices, un-conditional guarantee, without guarantee. Dumping of rejected stocks, un-conditional sales of nearly damaged and rejected items. Only material benefit mainly financial gains are the motive behind such marketing. MARKETING & BRAND BUILDING OF HOSPITAL DIGITAL MARKETING Digital Marketing is a new generation marketing introduced since a couple of decades which have proved success. Internet in the 90’s was introduced in India as “Information super high way”. Now it works as an effective marketing tool. Within a decade, it has become an unavoidable application of the common man. In the fastest world, internet, its applications, have been made to be trust worthy by authenticity of trusted/ safe sites with a lock symbol on the sites. MARKETING & BRAND BUILDING OF HOSPITAL DIGITAL MARKETING – SEM & SEO Various marketing techniques through the internet like SEM – Search Engine Marketing and SEO- Search engine optimization has been introduced. SEM is nothing but marketing through various means through the internet. However SEO means to tune the websites and search engines as per our requirement by tuning the requirement of different customers. Selection of key works is most important for a search engine to be optimized and tuned as per the customer choice. MARKETING & BRAND BUILDING OF HOSPITAL NETWORK – PROPAGANDA MARKETING. Network marketing is also a proven method of marketing but not suitable for a long standing industry like hospital which deals with the precious lives of valuable patients. Propaganda may be negative and positive propaganda is passed on through various net works. MARKETING & BRAND BUILDING OF HOSPITAL IMPACT ON VARIOUS MARKETING TECHNIQUES Multiple marketing techniques have negative, positive & mixed responses, results, proved & failed techniques. Our concern is not just marketing. Ours is a serious concern how to market a service ? What is the main difference between marketing a product & service. Prime concern is how to market a hospital ? Is it apt to market a hospital ? Is it ethical to market a hospital ? Hospital is a service. Service is intangible which cannot be physically felt which has to be experienced. MARKETING & BRAND BUILDING OF HOSPITAL QUERRIES ON MARKETING A HOSPITAL The question again has several variants : How can an intangible service gets marketed ? Is it ethical to market a hospital which is a service industry ? What are the ethical means of hospital marketing ? Health industry and medical industry have certain serious ethics to be strictly followed - Medical ethics ensuring that the patient is not misused in terms of service or money guaranteeing quality treatment at an affordable cost. MARKETING & BRAND BUILDING OF HOSPITAL ETHICAL HOSPITAL MARKETING A Hospital cannot be marketed. A Hospital can only be promoted. The brand value of the hospital can be built by brand building activities. The infrastructure can be highlighted. The facilities can be exhibited. The Doctors can be of high value. The cost effective treatment can be an added factor. (This itself is brand building and promotion) MARKETING & BRAND BUILDING OF HOSPITAL ADVERTORIALS Advertorial is a combination of an advertisement & an editorial – The advertorial is partially paid to the media on special rate. It will be shaped as a news item or article which a special subject that interests the public deriving at a conclusion that the patient desires. The headings and captions of such advertorials (articles) may be pin pointed to a specific subject of attraction to the patient. MARKETING & BRAND BUILDING OF HOSPITAL JOINING OF NEW DOCTORS Joining of new Doctors in the form of an advertisement mentioning : “Highly qualified, skilled and experienced world renowned Laproscopic Surgeon Dr. Surabhi, MBBS, MD is joining our hospital w.e.f. 01.04.2020 – with photograph. Key words “World renowned”, “Highly qualified” “Skilled & experienced” have an impact on the advertisement giving positive effect on the patient who is fed up of his unsuccessful treatment for the last 15 years, or looking for a specific doctor to start their infertility treatment. MARKETING & BRAND BUILDING OF HOSPITAL INSTALLATION OF NEW MACHINERIES Introducing a new highly sophisticated 64 slice scanning machine through an advertisement. Hospital as a marketing campaign highlights its special features (may be familiar to the medical professionals & hospitals, but not to the patient). The advertisement even claim that it is the first of its kind, since no body cares to oppose it. It finally ends up with the branding of the hospital wherein it is installed. MARKETING & BRAND BUILDING OF HOSPITAL VIP VISIT TO THE HOSPITAL Marketing becomes effective on publicizing the VIP’s/ celebrities visiting the hospital may be for a casual visit, a health check up, a specific treatment, an inauguration, a flag off ceremony. The hidden agenda behind this is vested to utilize the brand image for the marketing of the hospital, hence the VIP’s in maximum cases are treated even free of cost. Their visit is publicized in the media as a news item urging the press persons regarding the importance of the VIP highlighting the hospital. MARKETING & BRAND BUILDING OF HOSPITAL AN EFFECTIVE SURGERY TO A NEW BORN Hospital Markets exclusive surgeries like : Success stories of an exclusive heart operation of a 2 month old kid Success story of a lady giving natural birth to multiple babies Success story of a TKR surgery to a 95 year old man. May be highlighted in the form of an exclusive interview with the concerned doctor in the presence of such success patients finally coming to our win-win situation of promotional marketing in its true sense. MARKETING & BRAND BUILDING OF HOSPITAL ASK YOUR DOCTOR IN AUDIO VISUAL MEDIAS “Ask your doctor” programmes in Television, News paper, Radio channels regarding concerns of the patients regarding their ailments. Highlights : Specific ailment Symptoms An epidemic Health related topics etc. The introductory remarks and concluding remarks mention the name of the hospital & Doctor ultimately acting as a marketing tool for the hospital. MARKETING & BRAND BUILDING OF HOSPITAL HEALTH AWARENESS PROGRAMMES Awareness - Lack of awareness leads to dangerous situations. Half awareness is dangerous. Children, school kids & teen agers are agents of awareness. Health awareness has its own importance and useful. The awareness may be in the form of : How to maintain a healthy life Merits and de-merits of using modern equipments Ill effects of smoking and drinking, drugs addiction Menstrual awareness to the teen age girl students. The selection of topic depends upon the Doctor, dietician, medical professionals. MARKETING & BRAND BUILDING OF HOSPITAL BRANDING STATIONERIES Branding of school stationeries - an effective indirect marketing. Branded Name slips Branded Time table Branded school kits Distributed free of cost to selected schools resulting in the brand building and promotion of the hospital. MARKETING & BRAND BUILDING OF HOSPITAL CAREER OPPORTUNITIES – WANTED. WANTED : Frequent career advertisements for existing and non-existing vacancies can be advertised aiming at multiple results in a single shot. For existing vacancies, the chances of getting ample resumes for the particular positions and automatically the hospital is being branded. In other case the resumes received for non-existing vacancies acts as a data bank for future vacancies, however the hospital is being branded in both cases. MARKETING & BRAND BUILDING OF HOSPITAL SPONSORSHIP OF MEDICAL AIDS Sponsorship of medical aids for the under privileged linked with residential associations, social & cultural clubs - wheel chairs, walking sticks, hearing aids, artificial hands, legs, vehicles for handicapped etc. The association with whom the hospital associate normally arranges a function for its distribution. It acts as an indirect marketing technique. MARKETING & BRAND BUILDING OF HOSPITAL CME – CONTINUING MEDICAL EDUCATION PROGRAMME CME ( Continuing Medical Education ) programmes in co-ordination with IMA (Indian medical association) sponsored by Medical companies or Hospitals. The CME’s will discuss special studies and research on a disease which will help out the young doctors or the hospitals who are not having such facilities. This will act as a referral point for individual doctors to refer their patients who need intensive treatment. MARKETING & BRAND BUILDING OF HOSPITAL CME – FOCUS CME ( Continuing Medical Education ) focuses on : Special exclusive successful surgeries surgery New disease, Epidemics, Pandemics New Researches on Psoriasis, Cancer, Paralysis Introduction of New drugs Information on banned drugs MARKETING & BRAND BUILDING OF HOSPITAL CSR – CORORATE SOCIAL RESPONSIBILITIES As a part of CSR, the hospital co-ordinate & contribute their effort & service with government & NGO organized programmes like : Pulse Polio immunization programmes Blood donation camps Eye Donation camps Blood group detection camps Blood sugar detection – Diabetes camp BMD test – Bone Mineral density tests MARKETING & BRAND BUILDING OF HOSPITAL NOTIFICATIONS OF SPECIAL INCIDENTS Notifications of selected special incidents in the hospital such as : Doctors deputed for higher studies Conferring of Doctorates to Hospital professionals Awards and recognitions of Doctors and management professionals International Certifications for hospital. It is less importance for public. But it is a hidden marketing technique. MARKETING & BRAND BUILDING OF HOSPITAL DECLARATION OF CERTIFICATES Declaration of certifications : Hospital and health industry are linked with numerous certifications, mandatory, desirable & added feather certificates. Mandatory certifications includes : GMP – Good manufacturing practice GLP – Good Laboratory practice NABH (National Accreditation board for hospitals & health care providers). MARKETING & BRAND BUILDING OF HOSPITAL DECLARATION OF CERTIFICATES Desirable certificates include : JCI (Joint commission International) Green leaf certifications Olive leaf tourism certifications Added feather certificates include : ISO (International organization for standardization) certificates. Handing over function/ declaration of such certificates act as an added advantage for marketing and brand building as a promotional activity. MARKETING & BRAND BUILDING OF HOSPITAL CHANGE IN OP TIMINGS Change in timings Facilities and timings especially increase in the following : New Speciality OP Increase in OP timings Fixation of a special day for providing free medicines. Highlighted as a branding part to get a feeling that patients are taken care of such hospitals. MARKETING & BRAND BUILDING OF HOSPITAL CONCLUSION Ensure that the marketing professional - Guest & Public Relations Officer (Dept of G&PR) , through Administrator has proved that the marketing activities as effective tools from the marketing point of view. Ensure that it does not surpass the following : Medical ethics - Safeguarding the interests of the patients creating a goodwill, & reputation for building and maintaining the brand. MARKETING & BRAND BUILDING OF HOSPITAL CONCLUSION Effective Press conferences & Press releases creates a much more brand image because the hospital showcases its commitment towards the society without expecting anything in return. With such activities, ultimately the hospital either gets branded, or the brand gets strong by maintaining its reputation. This itself acts as a brand building and promotion without the label of a marketing but ultimately acts as a marketing tool for a break even analysis of the hospital. MARKETING & BRAND BUILDING OF HOSPITAL CONCLUSION Hospital is a service industry. Profit should not be kept as a motive. But the institution has to run smoothly. It should have at least a Break even – at least a no-profit – no-loss or a win-win situation on financial aspects. Before initiating any marketing & brand building activities, visualizing a strategy is most important for evaluating the possibility of overcoming the financial hurdles without compromising the medical ethics. Say, an in-direct marketing technique as specified in detail in the previous slides as we discussed. MARKETING & BRAND BUILDING OF HOSPITAL ANALYSIS OF FINANCIAL STATUS - PRESENT SITUATION. Indirect Hospital marketing can be initiated by confirming and analyzing : Present situation Existing facilities Evaluating the P& L ( Profit and loss ) Account A self analysis to know : Where we stand ? What is the market rank ? What is the market value ? What are our draw backs ? MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – A PROFESSIONAL APPROACH - SWOT ANALYSIS It is recommended to professionally make sure Our ability, Our weakness, Opportunities awaiting us and the possible threats in a professional way which can be termed as a professional SWOT Analysis. To overcome the financial hurdles and targeted on revenue generation, a hospital to be marketed without compromising the medical ethics. An in-direct marketing technique. MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – A PROFESSIONAL APPROACH - SWOT ANALYSIS Confirm the present situation & facilities Evaluate the P& L Account for the last 3 years. Conduct the SWOT Analysis. Form the Event management team. OP Level – No of OP IP Level - No of IP Revenue level – Income level Evaluate the graph carefully on 3 aspects. MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – PRESENT SITUATION Doctors are at par with the prevailing hospitals. Infrastructure are at par with the prevailing hospitals. Equipments are at par with the prevailing hospitals. Facilities are at par with the industry standards. Tariff is competitive. MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – SWOT ANALYSIS SWOT Analysis – the most power tool before effecting marketing. We should know our : | Strength | Weakness | Opportunities | Threats. MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – SWOT ANALYSIS - PROCESS SWOT Analysis is the mission leading the organization/ marketing team to analyze their own Strength (Motivation), Weakness (Negatives) , Opportunities (Desires & Plans) and Threats (Defence ) SWOT analysis finally ends in fixing up a Targetted growth within the hospital with a Budgetted plan for achieving the Desired results as per Management Objective and Perspective. MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – SWOT ANALYSIS – STRENGTH 1. Hospital maintains a well defined cardio vascular & Cardio thoracic surgery departments. 2. 64 slice automated computerized scanning machine first of its kind in our vicinity. 3. Full time doctors in all major specialties. 4. All sort of complicated investigations in the hospital itself. 5. Highly essential Mobile cardiac ambulance facility. 6. The premier hospital providing Home treatment facility. MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – SWOT ANALYSIS – STRENGTH 7. Key hole surgeries for heart implantations. 8. Painless sutureless high risk pregnancy departments. 9. Undertake treatment now, pay later facility first of its kind. 10. ICUS maintained for Neo-natals with state of art incubators. 11. Full fledged Blood bank maintained in the hospital premises. Few specimens of the strength. Identity much more strengths of the hospital. MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – SWOT ANALYSIS – WEAKNESS. 1. Lack of a well defined cardio vascular & Cardio thoracic surgery departments. 2. Lack of a 64 slice automated computerized scanning machine. 3. Doctors serving are part time consultants. 4. Doctors refer the complicated investigations to nearby diagnostic centres. 5. Lack of Mobile cardiac ambulance facility to move in cardiac critical cases. 6. Doctors of the hospital refuses for providing Home treatment facility for bedridden patients who are unable to move to hospital premises. MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – SWOT ANALYSIS – WEAKNESS. 7. Facilities only for traditional normal surgeries. Pin hole and Key hole surgeries are referred for other hospitals. 8. Conventional methods for pregnancy and anesthetist not available fulltime. 9. Painless sutureless high risk pregnancy cases are forced to divert to other hospitals which is a major weakness. 10. Un-ethical payment proceedure and non-patient friendly atmosphere in the finance dealings. 11. Un-hygeine ICUS maintained and Neo-natals are referred to nearby hospitals who are having the state of the art incubators. 12. Lack of Blood bank facility for emergency situations. MARKETING & BRAND BUILDING OF HOSPITAL EVALUATION – SWOT ANALYSIS – OPPORTUNITIES Before Columbus discovered America, it was there. But only Columbus took the effort to tap the potential of discovery. There is no need to invent opportunities, it can be discovered as ample opportunities are hidden every where. It is up to the Columbus of the hospital (Administrator/ Mktg Manager) to tap the potential of undiscovered opportunities. An old story of an artist is much important to be narrated while mentioning about opportunities in the form of discoveries. Hidden beauty inside stones MARKETING & BRAND BUILDING OF HOSPITAL CATEGORIZATION OF OPPORTUNITIES Opportunities can be classified into : Local National International A local opportunity cannot be applied in a national or international scenario and vice versa. So the hidden opportunity to be discovered. Let us explore few opportunities that may be hidden through the eyes of a marketing professional. MARKETING & BRAND BUILDING OF HOSPITAL OPPORTUNITIES DISCOVERED To tap National & International patient guests. To promote medical insurance and Health policies. To explore medical tourism. To convert the hospital to a Health Heritage & Knowledge village. Chartering flights for bringing international patients. MARKETING & BRAND BUILDING OF HOSPITAL CATEGORIZATION OF OPPORTUNITIES Rejuvenation therapy and curative therapies in single go. Promotion of Cancer treatment deposit schemes. Joint venture arrangement with international players. Participation in international Medical exhibitions and trade fairs. Promoting international seminars on autism in neo-natals. MARKETING & BRAND BUILDING OF HOSPITAL THREATS The most important in SWOT analysis to identify the possible threats. Threats are indifferent in nature – Visible & Invisible (Hidden). In business most threats seems to be friendly whereas threats will be in the form of hidden agendas. 1. Two more speciality hospital coming in the hospital vicinity. 2. Competitor hospitals giving regular advertisements in various medias. 3. Specialist Doctors are targetted by competitor hospitals offering high salary. 4. Negative propaganda regarding the hospital. MARKETING & BRAND BUILDING OF HOSPITAL SWOT – ACTIONS RECOMMENDED To strengthen the existing Team by expansion. To rectify the weakness and to convert negatives to positives. (To find the odds) To explore the opportunities for achievement. To clear out/ defeat the threats by hook or crook. MARKETING & BRAND BUILDING OF HOSPITAL TEAM Together Everyone Achieve More To form a full fledged marketing/ brand building Team. From the Security at the Gate to the Chairman forms the marketing Team apart from the physical marketing team / Event management team. MARKETING & BRAND BUILDING OF HOSPITAL BUDGETTING STRATEGIES Budgeting – as per Management objectives 1 year budget and approval. Strategy planning & Implementation. Budgeting normally should be maximum 10% of the projected/ anticipated A|T|O wich should be at par with Management objectives. MARKETING & BRAND BUILDING OF HOSPITAL BUDGETTING STRATEGIES Budgeting to include certifications ISO Not mandatory – as a mark of quality. NABH Being mandatory for hospitals & allied health care. Green Leaf Tourism certificates –DOT- Not mandatory – as a mark of quality for international patients. Olive Leaf Tourism certificates – DOT - Not mandatory as a mark of quality for international patients. MARKETING & BRAND BUILDING OF HOSPITAL BUDGETTING STRATEGIES MARKETING & BRAND BUILDING OF HOSPITAL BUDGETTING STRATEGIES - JCI - Joint commission International- High level certifications. Exclusive JCI certificate holders 1. Ahalia Foundation Eye Hospital, Palakkad. 2. Rajagiri Hospital, Ernakulam 3. Aster Medicity, Ernakulam MARKETING Strategies-Brochure Corporate Brochure Highlighting the complete Group activities. Hospital Brochure Highlighting the complete Hospital, departments and facilities. Individual leaflets Highlighting each departments and specialities MARKETING Strategies-Visual Aids Visual Aid Visual Aid makes a Medical Rep who visit the Doctors when the hospital needs : Referrals. Promotion of its diagnostic facilities. Products Earlier visual aid in the form of albums ow converted to hi-tech PPT’s MARKETING Strategies-Promotional materials Promotion Branded Calendars/ Desk-Table Tops Branded clocks/ key chains promotional materials. Branded letter heads for Doctors. Branded referral forms for Doctors/ Clinics. Gifts without compromising medical ethics and Management objectives. MARKETING Strategies-Media Print Media News paper – Press conferences Write ups Advertisements Visual Media Press conferences T.V – Story – Ask your Doctor Dr. MIMS Theatre - Slides/ Movie Advertisements. MARKETING Strategies-Media Social Media Watsap/Face book / Network marketing Online Marketing. SEO/ SEM/ Online Advertisements. Bulk mailing systems. Bulk SMS systems. MARKETING Strategies-Media Branding Advertisements : Bus Branding - Rail Branding – Trains and Platform Boards. Hoardings. Publications In-house journals, Health Publications, Online journals MARKETING Strategies-Activities CME’s IMA / Doctors organizations. Seminars Seminars on specific subjects. Conferences Doctors conferences. Medical Camps In-House & Outdoor Speciality Camps In House & Outdoor. MARKETING Strategies-Activities Road Shows – Eradicate Tobacco / Road Accidents Awareness classes In schools/ colleges/ libraries/ Public functions. Exhibitions – Local/ National/ International exhibitions/ catalogue shows. Tourism fairs - IITM, ITM/ KTM, IITF MARKETING Strategies-Activities To actively participate in Government programmes : Pulse polio immunization camps. Blood group detection camps. Blood donation awareness camps. MARKETING Strategies-Activities To actively participate in Government programmes : Eye donation and awareness camps. Organ donation and awareness camps Dead body (Cadaver) donation awareness camps) MARKETING Analysis of marketing campaign Do monthly/ quarterly/ half yearly/ annual analysis to analyze whether the marketing has effected and improved the desired targets of : Turnover in daily patients (O.P) Conversion rate of OP to IP. Increase in Revenue aspects. Brand image. MARKETING Analysis of marketing campaign A Hospital can thus be marketed & promoted indirectly without the label of marketing through brand building, CSR activities and Public awareness programmes thus achieving the desired targets. A Hospital whose OP/ IP/ Revenue increase will act as a feather to the Administrator of a Hospital. Thank you……