Marketing Technique in Healthcare Services: A Narrative Review PDF

REVIEW ARTICLE Marketing Technique in Healthcare Services: A Narrative Review Monika B Zade1, Yugeshwari R Tiwade2*, Shivani Shahu3, Gulshan Bandre4, Sanket Surkar5 1,3,4,5Datta Meghe Medical College, Datta Meghe Institute of Higher Education and Research, Nagpur, India 2Jawaharlal Nehru Me...

REVIEW ARTICLE Marketing Technique in Healthcare Services: A Narrative Review Monika B Zade1, Yugeshwari R Tiwade2*, Shivani Shahu3, Gulshan Bandre4, Sanket Surkar5 1,3,4,5Datta Meghe Medical College, Datta Meghe Institute of Higher Education and Research, Nagpur, India 2Jawaharlal Nehru Medical College, Datta Meghe Institute of Higher Education and Research, Sawangi, India DOI: 10.55489/njcm.150620243671 ABSTRACT The marketing strategy used in tertiary care hospital medical services uses a variety of tactics to attract, keep, and engage patients. The primary objective is to provide patients with excellent medical care and positive practice. The methods are intended to increase the confidence and trustworthiness while giving them a unique and memorable experience. Digital marketing is one of the most critical marketing strategies for healthcare services. Social media, Search Engine Optimisation (SEO), and other powerful techniques are re- quired to attract new patients and keep them interested in the hospital. Another strategy to encourage cur- rent patients to tell their friends about the hospital is to use patient referral programmes and word-of-mouth advertising. Implementing patient-centred services and individualized treatment is another tactical approach. Keywords: Healthcare Marketing, Marketing Technique, PR Exercise, Digital Marketing, Advertising, Website, Social Media, and Print Media ARTICLE INFO Financial Support: None declared Conflict of Interest: None declared Received: 30-12-2023, Accepted: 08-05-2024, Published: 01-06-2024 *Correspondence: Yugeshwari R Tiwade (Email: [email protected]) How to cite this article: Zade MB, Tiwade YR, Shahu S, Bandre G, Surkar S. Marketing Technique in Healthcare Services: A Narrative Review. Natl J Community Med 2024;15(6):496-502. DOI: 10.55489/njcm.150620243671 Copy Right: The Authors retain the copyrights of this article, with first publication rights granted to Medsci Publications. This is an open access journal, and articles are distributed under the terms of the Creative Commons Attribution-Share Alike (CC BY-SA) 4.0 License, which allows others to remix, adapt, and build upon the work commercially, as long as appropriate credit is given, and the new creations are licensed under the identical terms. www.njcmindia.com│pISSN: 0976-3325│eISSN: 2229-6816│Published by Medsci Publications @2024 National Journal of Community Medicine│Volume 15│Issue 06│June 2024 Page 496  Zade MB et al. tiary care hospitals in the healthcare sector.22 The INTRODUCTION study aims to investigate the dynamic landscape of Marketing techniques in healthcare services in ter- marketing methods used in tertiary care institutions. tiary care hospitals involve a combination of tradi- The study explores the many communication chan- tional and digital marketing strategies to promote nels used, considers the impact of banned advertis- hospital services, facilities, and medical expertise to ing, assesses the function of marketing mix, and de- potential patients, their families, and referring physi- termines how marketing tactics affect hospital visi- cians.1 Hospitals have now invested money in mar- bility, patient involvement, and healthcare results. keting directly to consumers since the advertising This study aims to offer insights into efficient mar- ban for healthcare services was lifted.2 Healthcare keting strategies that improve hospital-patient rela- organisations communicate with their patient popu- tionships, worker productivity, and budget alloca- lations in a variety of ways. The external channels of tions in the healthcare industry through a compre- the marketing communication mix include advertis- hensive investigation. ing, marketing, public relations, sales promotion, and individual sales.3 Direct marketing is the practice of communicating with customers directly. It is a highly REVIEW quantitative type of communication because re- Table no. 1 presents a comprehensive overview of sponses to different requests can be documented.4 various research studies conducted to evaluate mar- Direct marketing is the practice of communicating keting techniques in healthcare services. Each study with customers directly. It is a highly quantitative is attributed to a specific author or group of authors, type of communication because responses to differ- along with the method used, insights collected, and ent requests can be documents.5 The marketing mix conclusions drawn from their research findings. is the primary element distinguishing social market- Developing services, increasing health literacy, and ing from the interaction and advertising tactics it oc- using the 7Ps model of the healthcare marketing mix casionally confuses. Positive social change can result (people, product, pricing, location, promotion, pro- from the behaviour of individuals who influence pub- cess, and physical environment) are all important lic policy through social marketing.6,7 Product, price, strategies, and improving financial resources are location, and promotion are the four essential ele- some of the marketing strategies used in healthcare ments of the pharmaceutical advertising mix.8 Using services in tertiary care hospitals.23 The use of mar- marketing methods in public hospitals benefits man- keting communication, particularly public relations, agement and strengthens patient and employee is emphasised in the health sector.24 Additionally, the bonds.9 To investigate the distribution of funds and application of lean methodology can be used to costs across nonprofit hospitals in situations where streamline processes, eliminate wasteful practices, the provider payment rate is greater than that of the reduce variation, and improve the utilisation of hos- commercial sector.10,11 Internal marketing also in- pital resources.32 The aim of marketing in healthcare creases employee productivity and customer happi- is to increase public satisfaction, provide high- ness, which increases profits.12 Social marketing is quality medical care, and improve standard of liv- increasingly used in illness prevention and health ing.33 However, there are limitations in the available promotion to persuade people to adopt healthy be- data on the diversity of service providers and the haviours.13 Better hospitals were expected to use ad- impact of different care services on healthcare mar- vertising to showcase their improved performance, keting.34 In general, marketing techniques in draw in more business than lower-quality hospitals, healthcare care aim to inform and convince patients and, in the end, make it more financially advanta- about the benefits of services, facilitate service deliv- geous for all hospitals to make investments in quality ery, and improve quality and safety of care. improvement investments.14,15 Most scientific re- search on experiential marketing focusses on the Standard marketing techniques used in product experience.16 Urban hospitals operate in a healthcare services very different competitive market than other mar- Some standard marketing techniques used in kets.17 Advertising is included in the traditional mix healthcare services in tertiary care hospitals include of marketing communication.18 The management Branding, Social Media Marketing, Content Market- process known as marketing is in charge of finding, ing, Educational blogging, and email marketing. satisfying, and profitably addressing client needs.19 Segmentation, targeting, and item placement are Branding: Brand marketing is the process of pro- three interconnected aspects of target marketing, a moting a business's products or services in a way strategy used better to satisfy clients' wants and that enhances the brand as a whole. It comprises needs.20 Market analysis in pharmaceutical compa- building and maintaining relationships between nies entails more than just coverage and commercial brands and customers, as well as promoting brand data, to investigate the impact of hospital and physi- traits, or the qualities that come to mind when a con- cian market structures on the diffusion of medical sumer thinks about a particular brand. We will cover technology.21 Hospitals are using creative marketing a broad overview of branding in this guide, including techniques. Therefore, this study focused on the best brand types, brand awareness, brand equity, brand approaches to create marketing mixes in a few ter- relevance, and brand recognition. National Journal of Community Medicine│Volume 15│Issue 06│June 2024 Page 497  Zade MB et al. Table 1: Overview of various research studies Name of author Year Conclusion Key findings Types of marketing A. Nakenova23 2021 Healthcare marketing improves pa- Public satisfaction and healthcare Healthcare tient happiness and quality of care. quality are improved through Marketing healthcare marketing. Ramin Ravangard et 2020 Promotion" is the least influential fac- The participants gave the “speciality Advertising al24 tor in hospital selection. - The “physi- of health service providers" the Marketing cal environment" is the most crucial highest rating. factor affecting selection Abdel Mahdi Masri25 2016 Marketing strategies can help create The techniques used in marketing Social Market- a positive environment. can result in happiness. ing Mariana Birsa26 2011 Public services marketing must in- The patients were given an anony- Public Market- clude the promotion of healthcare. mous question survey and the re- ing sults were presented graphically for analysis. Cazacu Lavinia27 2015 Healthcare providers put patients' Traditional marketing, highlighting Traditional needs ahead of profits. the significance of connections in Marketing this industry. Susanto Teuku Rezki 2017 The marketing mix affects patients Implementing marketing techniques Digital Market- Amriza28 with national health insurance helps businesses gain a competitive ing edge, boost visibility, and build a positive patient reputation. Andreas Aryo Risky 2019 The hospital marketing strategy can Hospitals can communicate with Digital Market- Prasetyo, Wachyu be developed effectively using elec- digital marketing because of the ing Sulistiadi et.al29 tronic media. simplicity of IT. Nery Suarez Lugo30 2008 Marketing can help solve public It can be used as a tool for health- Public Health health problems. related activities. Marketing Laura Catalina 2020 Healthcare marketing has unique Healthcare marketing differs from Healthcare Timiras31 components and characteristics. marketing in other industries. Marketing Hospitals these days find it challenging to rely solely to educate patients and family members about medi- on “word of mouth” promotion to draw patients. This cal conditions, possible treatments, and hospital ser- is due to the creation of brand image, which is bol- vices.38 Hospitals that provide tertiary care can use stered by the corporatization of healthcare, India's content advertising as a powerful tool to engage with promotion as a sought-after destination for medical their audience, provide useful information, and win tourism, and the threat posed by the proliferation of over potential patients. Several content marketing new hospitals.35 techniques are employed in the highest level of care hospitals' medical programmes. Patient success stories and testimonials with special value: Share success stories and actual pa- Blogging for Education: Setting up a blog on the tient testimonials to demonstrate the hospital's ex- hospital website provides a platform for disseminat- pertise and compassion. Positive patient experiences ing informative material. A few examples of prospec- have a strong influence on how people view facility.35 tive themes are specific medical conditions; sugges- tions for preventive care; the most recent advances Social media promotion: Social media promotion in healthcare. The hospital may become a recognised involves the use of various platforms to increase the authority in the medical field by offering accurate visibility, engagement, and reach of a brand, product, and reliable information. To promote services and service, or individual. It encompasses creating and interact with potential patients, hospitals host health sharing content, running ads, engaging with follow- fairs, social gatherings, and other outreach initia- ers, and collaborating with influencers to attract and tives.39,40 retain a target audience. Effective social media pro- motion requires understanding the platform's algo- Why is email marketing essential for hospitals? rithms, tailoring content to the audience, and analys- An effective and implemented email marketing initi- ing metrics to optimise strategies for better results. ative facilitates the establishment and maintenance Content Management: Create a balanced content of enduring client relationships in the context of a strategy that combines informative and exciting con- hospital setting. This objective can be achieved by tent, including health tips, patient success stories, executing the following strategies: Dissemination of educational motion pictures, and news about medical timely and customised email communications, advancements to add value to your audience. Visual providing instructive content by email to enlighten elements Use high-quality images, such as pictures, clients and cultivating organisational distinctiveness infographics, and videos, to make your material more versus competitors.41 Hospitals use marketing emails captivating and shareable.36,37 to inform people about upcoming events, new ser- Creating content: Tertiary care hospitals produce vices, and health advice. Tertiary care hospitals can excellent content for blogs, movies, and infographics benefit significantly from email marketing to main- National Journal of Community Medicine│Volume 15│Issue 06│June 2024 Page 498  Zade MB et al. tain patient contact, disseminate pertinent health in- measurable marketing goals for the hospital.43 formation, advertise services, and foster partner- Ensure the objectives align with the hospital's overall ships. Some efficient email marketing strategies are mission and business strategy. used in tertiary care hospitals' healthcare services.41 Develop the marketing message: Craft a compel- Marketing strategies for the hospital: Given that ling and unique value proposition that differentiates healthcare is a more patient-focused, highly quali- the hospital from competitors. Create messaging that fied, and technically driven industry, the hospital resonates with the target audience, focussing on the needs to create a comprehensive marketing plan to hospital's specialities and services.44 attract its patients and consumers. This will require collaboration efforts between the marketing team Allocate budget and resources: Determine the and the doctors. Healthcare marketing is a strategic budget for the marketing plan and allocate resources outreach and communications plan that aims to effective.45 draw in new healthcare consumers, assist them on Planning camps for medical health check-ups: An their healthcare journey, and maintain their interest essential and successful marketing tactic that hospi- in the healthcare system, service, or product. The fol- tals can use is to organise medical health check-up lowing is a list of particular marketing techniques camps, which are typically free. This will improve the that Indian hospitals use.42 hospital's visibility, particularly in remote areas. Strategic marketing plan: The hospital manage- Days before the real camp is organised, the hospital's ment must develop a comprehensive marketing plan health field staff should conduct a detailed survey to immediately. The starting point is to conduct thor- better understand the health issues and require- ough research and development on patient traffic, ments of the local population. They will help field patient happiness, technology improvements, etc. personnel in earning the trust of the local population. The strategic plan must be implemented. The hospi- Hospitals should offer free health and immunisation tal’s marketing team needs to conduct a SWOT anal- camps periodically. Organising medical health check- ysis for both its advertising campaigns and the hospi- up camps can be an effective marketing technique for tal's services. Additionally, they should establish a tertiary care hospital. It allows the hospital to reach measurable objectives within a specific time frame. a wider audience, create awareness of its services, The team should choose a marketing budget for the and promote preventive healthcare.46 coming year and analyse its rivals. Set clear and Table 2: Medical health check-up camps Marketing tactics Description Identify the target Determine the specific target audience for the health check-up camp. Consider demographics, loca- audience tion, and health concerns prevalent in the community. Choose the right services: Select health check- up services that align with the needs of the target audience. Include basic health assessments such as blood pressure, blood sugar, cholesterol, and BP measurements, along with specialised screenings related to prevalent health issues.47 Collaborate with lo- Partner with local community groups, schools, corporate offices, or NGOs to expand outreach and cal organisations participation. Collaborative efforts can spread the word more effectively. Set a date and loca- Decide on a convenient date and location for the camp. Ensure that the venue is easily accessible and tion has adequate space for various screening stations. Promote in advance Start by promoting the health check-up camp well in advance using multiple channels. Use social media, local newspapers, radio, posters, and banners to create awareness.45 Table 3: 7p's of the marketing 7p's Description Product Because the products provided by healthcare organisations are intangible, the product mix is crucial for marketers. The hospital is completely equipped with various facilities, rendering services in the form of in- tangibility to give efficient and dependable services, such as ambulance, pharmacy, diagnostic, and emer- gency services24 Price Price is the most crucial aspect and component of the marketing mix when choosing a specific hospital treatment.51 Place The availability of healthcare and the location of the hospital are significant determinants of the treatment patients can receive.52 Promotion After considering the target audience, media type, channels employed, and sales promotion, the hospital uses either P.R., advertising, or both. e.g., informal and formal, T.V., word of mouth.53 People As a marketing mix variable, people include all individuals engaged in providing services, encompassing medical, nursing, and ancillary personnel, regardless of their specific roles."54 Physical evi- Physical evidence is crucial in healthcare services because it helps patients diagnose and treat their condi- dence tions correctly.55 Process The hospital's many tasks are often organised by process, which largely depends on its size and services, such as outpatient and inpatient care.56 National Journal of Community Medicine│Volume 15│Issue 06│June 2024 Page 499  Zade MB et al. Quality seals of approval: The National Hospital is crucial to use ethical and patient-centred ap- Quality Council of India and other reputable bodies proaches to ensure that patient care and safety re- should offer more quality accreditations to hospitals, main the top priority. Healthcare marketing is essen- particularly private hospitals. For hospitals, accredi- tial in assisting healthcare professionals in develop- tations such as NABH, ISO, and JCI are crucial. The ing, interacting with, and satisfying their target hospital will benefit from these accreditations by im- market. Instead of starting with items or services, proving both the quality of its customer service modern marketers focus on the consumer's needs. standards and procedures and its ability to attract More critical than executing a single transaction is more commercial clients. Accreditations also help developing a long-lasting relationship. The goal of a hospitals in establishing a good name and reputation healthcare service provider should be to increase in the field.37 customer satisfaction to the point where they use the same service provider again and again. According to Planning academic programmes like C.M.E. and the survey, hospitals face several difficulties when C.N.E: Hospitals should offer academic programmes trying to promote their services, but there are also such as continuing medical education (CME) and opportunities for the industry that healthcare organ- continuing education for nurses (CNE) to promote a isations can take advantage of. The hospitals can re- scientific and intellectual culture within the organi- main open with a well-thought-out marketing ap- sation. It is crucial that technical personnel such as proach. doctors, nurses, and technicians regularly enhance their abilities because the healthcare industry is highly dependent on technical talent. 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